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Ecommerce Search Engine Marketing: Opportunities in Long-Tails

The playing field for ecommerce marketing, whether via organic SEO or PPC advertising, is becoming even more fierce. Almost any product category that pertains to online selling is expanding with more and more ecommerce stores marketing their goods. This has made the opportunities for ecommerce search engine marketing a difficult endeavor.

Ecommerce Internet Marketing - SEO or PPCThat doesn't mean your ecommerce site is hopeless for search marketing. Google users, when searching for a product, often search long-tail keyword phrases. That is, instead of searching for "mens shoes," an efficient searcher will submit "men's Saucony Glide running shoes size 11."

These trends in long-tail searching enables ecommerce marketers to capitalize in many ways. Let's go into more detail below.

The Search is in the Long-Tail

Understanding the concept of long-tail search is momentous for both ecommerce search engine optimization and Pay Per Click advertising, especially when competition is rough and advertising budgets are limited. This enables ecommerce marketing teams to optimize (SEO) or advertise (PPC) their inventory with great specificity. As a result, the search engine traffic coming to the site is way more qualified and more apt to make a purchase.

One of the best keyword research tools for long-tail targeting is Google's Instant feature. When you go to type a search in Google, it will offer more detailed search suggestions based on trends and popular phrases. This can enable you to drill down on exactly the types of keyword phrases shoppers are using.

Ecommerce Search Engine Marketing

After typing only "mens saucony..." Google tells use that "mens saucony kinvara 2" and "mens saucony progrid" are two popular models perhaps worth targeting. Not only do these insights offer ideas for organic SEO, but they can also help us narrow in on our ecommerce PPC efforts. For instance, we can create an ad that stands out from the competition by writing a very focal headline per each model.

For sites with limited ecommerce marketing budgets, easing into ecommerce PPC advertising with long-tail keyword targeting is great technique. When bidding on long-tail keywords, try using [exact phrase match] or use modified broad match to capture any relevant searches that include specified words. Bidding on keywords with modified broad match would look something like +mens +saucony +kinava. Any keyword searches that use those three words (regardless of any other inclusions) will trigger the ad.

Ecommerce search engine marketing, whether through PPC advertising or SEO Peoria IL, is great deal of time, effort, and money. For that reason, it is best to strategize very wisely and enter the playing field cautiously. One of the best ways to do this is targeting long-tail keywords that very relevant to your ecommerce site and the products you have to offer.

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