Though they look great in research, it’s the more specific, lower-search-volume keywords that will bring in the conversions.

For example, “2017 Subaru Crosstrek rims” may not have an impressive volume compared to “Subaru rims” or “rims.”

However, the more specific term will lead directly to your product page, and searchers will find exactly what they are looking for.

6. Focus on Keyword Intent

You want to ensure the keywords you are targeting reflect the right searcher intent.

Google’s RankBrain helps to determine if a query is informational or transactional. As an ecommerce site, you want to ensure you’re targeting transactional keywords.