Which content formats do I need?

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A look at Google search results can also tell us which content formats are appropriate for our keyword. Let's use the keyword "iPhone" as an example:

Various content formats on Google that appear when searching for the term "iPhone".

As we can see from the blue-bordered results, the search term "iPhone" primarily returns informational pages whose content has nothing to do with a direct purchase. This indicates to us that Google prefers pages with informational el salvador phone number data content, and we don't think this keyword is suitable for optimizing sales or product pages.

Things look different if we choose a more specific search term like “iPhone 6”:

Various content formats on Google that appear when searching for the term "iPhone 6".

Here, Google clearly primarily targets transactional pages (outlined in brown). So, we can use this keyword for category or product pages.

How can we tell if our keyword strategy is working?
A good keyword strategy in e-commerce naturally also includes ongoing evaluation. Performance is difficult to measure for some content. Advice pages, for example, tend to contribute to brand awareness (image & branding), but aren't necessarily linked to increased sales.

Things are different when it comes to impressions and traffic. Various tools—including Google Search Console—provide precise figures that we can work with. The conversion rate is also clearly measurable: How many visitors see our site and how many actually convert? This shows exactly where there is potential for optimization.

Conclusion: A good keyword strategy still makes sense
Keywords are worthwhile because every keyword has a search intent behind it. If we can interpret this intent, we can sustainably increase visibility and traffic with the right keywords. However, it's also important to remember that SEO is a marathon, not a sprint. Thoughtful prioritization can bring relatively quick results, but the results of search engine optimization rarely show up in days or weeks, but rather in months and years.