Keyword research can be an invaluable part of planning website functionality. By utilizing SEO keywords in on-site search, you can provide value to your users, and ultimately provide value to your business.
Editor’s note: This post was originally published in October 2012 and has been updated for accuracy.
Keywords help us understand how people get to your site. But you can also use keywords to inform how customers want to use your website. Using keyword research on your site to build out search, filtering, and other shopping tools can improve the overall user-friendliness of your site. Finding your site is only step one. Getting users to stay and shop is the real gamechanger for businesses.
When we start a new website project, like the one we built for Eastern Lift Truck—a company that sells material handling equipment and warehouse solutions across the Mid-Atlantic states—one of the first steps is completing keyword research.
For Eastern Lift Truck, we investigated a variety of potential keywords, a selection of which are below. We then prioritized our chosen keywords by high search volume and opportunity for results, or, potential.
Search improves the user experience by proving a quick and easy to way to sort through inventory and find what you need.
When building search for your website, use the highest potential keywords to determine which search filters will be most practical to users on-site. These keywords represent how customers shop for your products. Streamlining search using these keywords accurately serves up the right inventory in as few clicks as possible. Good search and filtering functionality on a website keeps your traffic on the page.
With traffic engaged on your website, next, you need to move them down the buying funnel. Adding conversion opportunities at every step in their journey is key for making it easy for shoppers to get in touch and for you to make the sale. Make sure to answer the following.
- If search returns lots of results per keyword, how are you expanding filtering (again based on your keyword research) to narrow results?
- Have you provided a call-to-action (CTA) button at every next level or step?
In our example below, searching “scissor lift” results in several types of specific equipment, more options to filter, and a large call-to-action (CTA) button. These results are not only relevant to searchers looking for scissor lifts, but provide several next steps. Shoppers can easily see results for the equipment they seek, assess additional features and options, AND contact Eastern Lift about getting a quote.
Create a positive shopping experience
A website should be a resource that is easy to use and valuable to shoppers to provide the best outcomes for your business. When you build with a user-centered mentality and aim for a positive shopping experience, sales happen. A well-planned search, filter, and conversion functionalities are perfect opportunities to help users find what they need and guide them down a purchasing path. And starting with keyword research confirms development is in the best interest of your users.
If you’re ready to add meaningful functionality to your website, the specialists at Adpearance can help. Contact us to learn more about how keyword research can improve your website’s overall user experience.