I was recently updating the product descriptions, page titles and meta descriptions on Po Campo’s e-commerce site to be more search engine friendly.
The first thing I did was research keywords in Google’s keyword planner to find product types and descriptions with the coveted combination of high search frequency and low competition. Po Campo makes a niche product, which means I don’t expect people to search for products like ours a thousand of times per month. Rather, I look for words or phrases that are searched for about a hundred times per month and have a “medium” competitive rating.
Occasionally you find yourself with a few options of keywords that describe the same thing and are similarly appealing from a search frequency and competition perspective. One example of this for me was how to describe the synthetic leather on our bags. “Vegan Leather”, “Faux Leather”, and “Synthetic Leather” are all searched for a decent amount of times and have a low to medium competitive rating. So which should I use in our product descriptions? A mix or stick to one? To answer that question, I checked with Google Trends.
By comparing similar descriptions for fake leather, I learned that “faux leather” is clearly trending, so I updated all of our product descriptions to include that phrase.
With all else being equal, try using Google Trends to understand where the popularity of certain keywords is going so that you don’t choose keywords that are going out of favor. Plus, it’s fun!