The Keyword Compass Guide: Navigating Short, Long Tail, and Semantic Keywords for Zazzlepreneurs
Hey there, savvy Zazzlepreneurs!
Welcome to the keyword wonderland – where your Zazzle products don't just shine, they dazzle! 🌟 I'm thrilled to introduce the Keyword Compass Guide, your ultimate toolkit for mastering the art of keywords and giving your products the spotlight they truly deserve.
This guide is the perfect sidekick to my recent Google Trends micro course, and it's about to become your secret weapon for success. While my Google Trends Course taught you to ride the trend waves like a pro, this guide equips you with the knowledge to steer those waves in the right direction. It's like the compass that keeps your Zazzle ship on course, ensuring you're always in sync with the latest trends and keyword strategies. So let's get started!
Accessible audio version - 12mins (note valuable info at 7mins - so be sure to listen to the whole thing!).
Short Tail Keywords
These are the catchy one-liners of the keyword world. They pack a punch, conveying the essence of your product in a nutshell. Short tail keywords are your gateway to capturing attention and making that all-important first impression.
Short tail keywords are brief, concise search phrases usually consisting of one or two words. They are broad and general, often capturing a wide range of meanings. While they have the potential to generate a high volume of searches, they also tend to be highly competitive and may not always result in the most relevant traffic. In essence, if a LOT of Zazzle sellers are using them, they will be of low-value in terms of helping you to rank high in the Zazzle marketplace.
Short-tail keywords in comparison to long-tail have a :
Higher search volume
Taking the example used in the Google Trends article using the product niche 'dog owner gifts' we will look at short and long-tail keywords.
Examples of short tail keywords:
Dog Owner Gifts
Meet the detail detectives! Long tail keywords dive deep into the specifics, targeting niches within niches. They're the keys to unlocking those hidden gems in the vast world of e-commerce, connecting you with the audience that's been waiting for your unique creations.
Long tail keywords are more specific and detailed search phrases, typically consisting of three or more words. They are more focused and targeted, catering to a niche audience. While they may generate lower search volume compared to short tail keywords, they often lead to higher conversion rates and more relevant traffic due to their specificity.
Long-tail keywords in comparison to short-tail have a:
Lower search volume
Examples of long tail keywords:
Gifts from dogs for owners
Personalized gifts for dog owners
Thoughtful gifts for dog lovers
Creative presents for pet parents
Sentimental dog-related gifts
Short tail keywords cast a wide net but might not capture highly relevant users, while long tail keywords are like a laser-focused arrow, targeting specific user intent and often leading to more meaningful interactions. When it comes to SEO and digital marketing, both short-tail and long-tail keywords have their place in a well-rounded strategy.
Semantic SEO Keywords
The secret sauce to elevating your titles with Google!
Semantic keywords are keywords that are related in meaning, even if they are not exactly the same. For example, the keywords "dog owner gifts" and "dog lover gifts" are semantically related, even though they are not exactly the same.
Semantic keywords differ from short-tail keywords and long-tail keywords in a few ways.
Short-tail keywords are single words or very short phrases. They are often very broad and can have a lot of competition. For example, the short-tail keyword "dog gifts" is very broad and could be used to search for a wide variety of gifts for dog owners.
Long-tail keywords are longer phrases that are more specific. They typically have less competition than short-tail keywords. For example, the long-tail keyword "unique dog owner gifts" is more specific than the short-tail keyword "dog gifts" and is likely to have less competition.
Semantic keywords can be short-tail, long-tail, or anywhere in between. They are defined by their meaning, not by their length. They tend to be more descriptive!
Here are some examples of semantic keywords for the phrase "dog owner gifts":
dog owner gifts for Christmas
dog owner gifts for birthdays
dog owner gifts for anniversaries
unique dog owner gifts
personalized dog owner gifts
handmade dog owner gifts
affordable dog owner gifts
Google prefers semantic keywords because:
Semantic keywords are more likely to be used by real people. When people search for something, they often use natural language that includes synonyms, related terms, and other related concepts. Semantic keywords are more likely to match the natural language of search queries than short-tail keywords.
Semantic keywords can help Google understand the context of your content. When Google sees that you are using semantic keywords, it knows that you are writing about a specific topic and not just using a keyword for the sake of using it. This can help Google rank your product titles higher in search results.
TASK: I myself haven't been disciplined with this over the years. But I will be doing my best to edit tags and ensure they're optimized as much as possible going forward and if like me you've been Zazzling for many years and have many thousand of products this is a daunting task. To tackle this as painlessly as possible, set aside an hour or 2 each week to work specifically on this task. Try to tackle it in terms of 'categories' of related products so that you can bulk edit tags rather than doing a product at a time.
Use this guide along with the Google Trends and Amazon Research strategy to find those Unicorn Tags and build a database of short, long-tail and semantic keywords for your niche products.
How to find keywords for your niche products on Zazzle
Brainstorming and Creativity
Start by brainstorming words and phrases that are closely related to your Zazzle product. Think about synonyms, variations, and terms that your potential customers might use. Consider the purpose, features, and benefits of your product.
What problem does it solve?
How would you describe it to someone?
Put yourself in the shoes of your target audience.
What words or phrases would they use to search for a product like yours?
Keyword Research Tools:
Utilize keyword research tools like Google Keyword Planner, Ubersuggest, or Moz Keyword Explorer. Enter your main keyword, and these tools will suggest related keywords, including long tail and semantic variations.
Pay attention to search volume and competition metrics to gauge the potential of each keyword.
Perform a regular Google search using your main keyword. Scroll to the bottom of the search results to find the "Searches related to..." section. These are often excellent sources of semantic and long tail keywords.
Auto-Suggest and Google Trends:
As you type your main keyword into the Google search bar, pay attention to the auto-suggestions that appear. These are commonly searched phrases that can give you insights into what people are looking for.
Google Trends can also help you identify rising trends and related queries that you can incorporate into your keyword strategy.
Study your competitors' product titles, descriptions, and tags (Amazon and Etsy). Look for keywords they are using that might be relevant to your own products. Analyze the keywords your competitors are ranking for on search engines.
Customer Feedback and Reviews:
If you have existing customers, look at their feedback and reviews. And look at the reviews for related products on Amazon! They might use specific words or phrases to describe your products that you hadn't thought of.
Social Media and Forums:
Browse social media platforms, forums, and communities related to your niche. Pay attention to how people discuss and describe products like yours. These conversations can provide valuable keyword ideas.
Use Synonyms and Variations:
Incorporate synonyms and variations of your main keywords in your product titles, descriptions, and tags. This naturally adds semantic depth to your content.
Stay Relevant and Specific:
Focus on keywords that are highly relevant to your product. Long tail and semantic keywords work best when they accurately represent what your product offers.
Regularly Update and Refine:
Keep an eye on the performance of your keywords. Over time, some keywords may prove more effective than others. Adjust your strategy based on what works best for your Zazzle products. Finding the right keywords is an ongoing process. It's essential to strike a balance between being discoverable by search engines and using keywords that resonate with your potential customers. By incorporating both semantic and long-tail keywords, you can optimize your Zazzle product listings for better visibility and engagement.
Create 3 products almost identical aside from slight differences in design or color so you can test which tags are performing the best for your products on Zazzle and in Google search. Instead of 10 keyword tags, you now have 30 (10 keywords x3 products) to play with. You can perhaps have 1 product with short-tail tags (single words), one with simple long-tail tags, and one with semantic tags and see how side-by-side they perform when shared equally across your social media platforms.
The downside of course is that ideally, any product will have a mixture of all 3! A little sprinkle of each to appeal to the different customer searches and algorithms of Zazzle and Google.
Note: I've been asked why many sellers with products ranked at number 1 only appear to use single-word tags. Read up on my article re 'Unicorn Tags' as to why that likely is!
Good luck Zazzlepreneurs! It's quite a task but if you can get this right it should make a difference. Let me know in feedback any questions and results you have following this guide.