When a spade isn’t a spade

When it comes to your keyword list, are you thinking beyond the obvious?

Let’s say you run an online store selling things for men like wallets, bags, sunglasses, belts, cufflinks and the like.

Naturally you’ll optimise for the obvious:

“mens wallets”

“mens leather bags”

“cufflinks for men”

But this caters for people who already know what they want when they search online.

What about people who don’t?

What about people who buy these things, but they’re not men?


Ever thought about going after keywords like:

“fathers day gifts” or

“gift ideas for husband” or

“birthday gifts from daughter to dad”?

There’s a lot of folks who aren’t your typical customer and you’re missing out on them because you’re calling a spade a spade.

I’m not saying you should go on a celestial journey towards keyword enlightenment.

What I’m saying is to take a look from a different angle and go beyond the obvious. This way you avoid leaving money on the table.

So how do you manage this on your site?

  1. optimise meta data and descriptions for categories and products.
  2. use your blog for ‘roundups’ and ‘inspiration’ type content.
  3. use Pinterest to help promote the above blog content (yes, really!)

I’d recommend following the calendar of important events, making note of the ones that matter most to you (in this example, father’s day is a classic not to miss).

Then prep in advance to ensure your content starts ranking early which gives you the best chance of attracting the sales you crave.

This can be applied beyond e-commerce too (for those of you not in the online business).

And believe me when I say that if you’re not using Pinterest to further your e-commerce goals, you’re missing out in ways I can’t explain.

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