Keywords have always been, and always will be, a critical part of any ecommerce marketing strategy. However, the time of stuffing those keywords and phrases into content to appease search engines has come and gone. Unfortunately, for brand new eCommerce businesses or even a company that’s been around for years and seen dozens of changes to effective marketing strategies, keyword use can still be a bit confusing. Let’s break it down a bit to find out if this part of your eCommerce business plan is the reason your return on investment (ROI) has taken a turn for the worse.

Are You Still Keyword Stuffing?

If you’ve ever written or commissioned a piece of content based on hours of keyword research that resulted in a list of 20 or 25 phrases you want to be included in that one piece, then you fully understand the definition of keyword stuffing.

Let’s step back for one minute to introduce the search engine. Google is the most popular search engine in the world and guess what? Google doesn’t need you to use keyword phrases verbatim. One keyword phrase is the topic of the content; the others should appear naturally in context if the content is written with the user in mind.

The following two sentences explain the difference between what you may call direct and indirect keyword use. In the first sentence, you can see the keyword is grouped as a business content marketing plan. Then, in the second sentence, you can see that business, content, and marketing plan are used in different places and not as one solid phrase. Believe it or not, Google reads both sentences as containing the keyword phrase, business content marketing plan. You see this all the time in search engine results as bolded words and, if you take a gander at the first page of results, you’ll rarely find a keyword phrase bolded verbatim.

A strong business content marketing plan is critical for online businesses. Working in virtual business makes content a critical marketing plan for online companies.

Where Should a Keyword Phrase be Included Verbatim?

This is the million-dollar question. In eCommerce, how are keywords best used in marketing strategy? As every online entrepreneur knows, there’s no perfect answer, but there are tips for best use practices for eCommerce. It’s a good idea to include a keyword phrase verbatim in the:

  • Title tag
  • The first sentence of the first paragraph
  • H2 tags/subheadings – sparingly
  • Once every 200-250 words

Genius eCommerce discusses many marketing strategies with visitors, including those that focus on keywords. That’s what eCommerce marketing strategy was founded on many years ago. There are hundreds of intricate details to consider, especially with initiatives from search engines like Google, such as Mobile First, EAT, and user intent. Don’t get overwhelmed, there is help and you can improve ROI with the right short- and long-term plans.

If you have questions about best marketing practices or if you’re interested in finding the best company to help your business maximize ROI, hit us up using our contact page on our website at