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.
Since I don’t really know shoes, especially pumps, I’ll use power tools as my example.
A Milwaukee Sawzall is a perfect example. These are searched for as sawzalls, sawz alls, saws alls, reciprocating saws, recip saws, and saber saws. So the name of the product could be “13 Amp Milwaukee Sawzall With Tool-free Blade Change”, hitting the most common way it’s searched. Now, we can start with some conversational tone and say “This reciprocating saw from Milwaukee has a powerful 13A motor. The blade change is also quicker than a standard recip saw with its tool-free design, and the quik-lok cord helps this saws all last for years to come.”
I didn’t try to fit every variation in there, but with more information it could be done. Since I wasn’t writing about a particular model, I didn’t have all the features and specs in front of me to make it possible to write easily.
Hopefully that simple example can give you some ideas to get started. I know when I started writing descriptions, they were pretty lame compared to what I like to use for optimized feeds now.