Effective ecommerce SEO is more than lists of keywords.
Ecommerce SEO is about how customers use keywords to search for your products. Sometimes, though, customers don't even know they need your products, much less know how to Google them.
PocketLab is a device for measuring properties of physics like temperature, humidity, barometic pressure, altitude, magnetism, and more.
I saved them five figures in ad spend in our very first phone call. As part of my free initial assessment, I'd taken a look at their Google Ads. Their target keyword was "wireless sensor," because that's what they call a device like this in the lab. When actual Google users search "wireless sensor," though, they're not scientists. They're people searching for wireless home security systems. Spending tens of thousands to reach those users had been, and would be, an entire waste.
If users aren't searching "wireless sensor" for a product like this, what are they searching? The short answer: no one. PocketLab had created a product for a need people didn't know they had.
If you’re not catching any fish, swim where the fish are. That is — who are my ideal customers? Where are they right now? What are they searching? How can I match my product with those searches?
There’s not even a word for PocketLab other than “device.” It's not a "science toy." It's a pricey bit of fun sophisticated tech ($99) for kids who like doing...
experiments.
You know who else is Googling "experiments," tens of thousands a day?
Teachers.
I optimized the blog, and added impact with social media, for different kinds of "experiments." Teachers in elementary, middle, and high schools, as well as basic college courses, found this versatile, affordable, and fun tool they could buy with classroom funds. PocketLab engaged kids and students and it made lesson planning much easier for overworked educators.