Why you can’t skip keyword research for your products
For many independent retailers, finding the time to research exactly what customers are looking for is rare. But in the world of digital marketing, guessing is expensive.
At Intelligent Retail, our in-house digital marketers use industry-leading tools like Ahrefs to see exactly what your customers are typing into Google. Here is why that data is a must for a successful strategy.
Identifying opportunities
Keyword research doesn’t just show you volume; it reveals intent. By analysing “search demand,” we can distinguish between someone who is just browsing and someone ready to hit the “Buy” button.
For example, there are roughly 150 searches a month for “carp fishing starter kit”, with some users searching with the intention to buy. These users aren’t just looking for info; they are looking for a convenient, all-in-one solution. Another example is the keyword “candle and candle holder”, this sees about 30 searches per month and again some are searching with the intention to purchase. While the volume is lower, it indicates a very specific desire for a paired set.
Turning data into product strategy
When we identify search terms like “starter kits” or “paired sets,” you can use our integrated EPOS system to set up product bundles that allows you to group individual products into one product.
Our C EPOS software also helps you to maintain precise stock control. If a “candle holder” sells as part of a bundle, your individual stock levels update automatically. Find out more about how product bundles work in our blog.
From search term to URL: The power of product naming
One of the most immediate ways we use keyword data is in the name of your Product Titles. When you name a product based on what people actually search for, you create a connection between their query and your store. When you name a product “Carp Fishing Starter Kit”, your URL automatically becomes:
yoursite.com/p/carp-fishing-starter-kit
Why this matters:
A clean, descriptive URL provides search engines with a clear signal of your page’s topic, contributing to better search visibility. More importantly, it builds user trust; when a URL aligns with a customer’s search query, it offers immediate clarity and encourages higher click-through rates before they even visit the site.
By aligning your product names with real-world data, you aren’t just naming an item; you’re creating and optimisng a product landing page from the ground up.
While data-driven naming is essential, avoid cramming every possible search term into a single title. Keyword stuffing such as ‘Carp Fishing Kit: Carp Fishing Rod, Carp Fishing Reel & Carp Fishing Line’, Instead, use a ‘human-first’ approach by selecting a primary keyword and integrate it seamlessly into a product name.