Product level keyword research
A shoe is a shoe, right? Well, not really. A shoe could be a tennis shoe, a hightop, an air jordan, a sneaker, a pump, high heels, runners, walkers, or any of several thousand other variations. So what does this tell you?
For starters, it should tell you that optimizing for shoes, be it organic SEO or a feed intended to produce onebox results, isn’t going to hit as wide of an audience as you are hoping for. If a shoe is a bright red pump, it should say that. Of course, any other variation should be included in the description as well, but make it in conversational tone.