How to Use Product Synonyms to Build Use Case Awareness & Scale SEO

Let’s transfer again in time to your third grade English class — lesson of the day: synonyms.

Synonyms (to not be confused with cinnamon) are phrases which have an identical or the identical which means as one other phrase.

However, you already know this. What you won’t know is how synonyms assist you construct use case consciousness.

All of it comes all the way down to speaking about your product in a number of methods, all of that are helpful to your audience. By increasing the methods you discuss your product, you entice extra customers, which in return scales your website positioning technique by supplying you with extra related key phrases to rank for (ideally even with excessive buy intent – sure please!)

Actually, by discovering and concentrating on product synonyms, you possibly can even faucet into a brand new distinctive promoting level in your goal market.

Let’s discover out product-led website positioning with synonyms can slingshot your progress ahead.

What’s the worth of synonyms for website positioning?

First off, utilizing synonyms is a standard website positioning finest follow really useful by Google.

website positioning guru and webmaster development analyst, John Mueller, explains how synonyms work, significantly in reference to search intent and context:

“…particularly while you’re one thing like ‘edit video’ versus ‘video editor,’ the expectations from the consumer facet are somewhat bit completely different. On the one hand you need to edit a video. Alternatively you may need to obtain a video editor. And it appears very comparable however… the issues that the customers need there are barely completely different.”

So, with regards to utilizing product synonyms to scale your website positioning technique, the hot button is to align consumer search intent with a product use case that helps them.

I’d like to spotlight how properly this works not only for e-commerce, but additionally B2B, as a result of these are the companies that always battle probably the most with low product-related search quantity, making it seem to be website positioning simply isn’t price it. So as to add to that, there’s typically a spot between what your viewers calls your product and what you name it internally, so this technique ensures each angles are lined.

Do that over and over and never solely will it broaden your model consciousness, nevertheless it’ll additionally take a distinct segment product with low search quantity and switch it right into a lead and sale generator — all from compounding a whole lot of 1000’s of natural month-to-month searches (or extra, relying on the subject).

Let’s go over some examples.

Examples of product synonyms for website positioning

A use case (or a roadmap for the way your viewers will work together with a product) is a implausible technique to apply product synonyms. If individuals learn the way they will use your product, the extra possible they’ll really feel it’s related to them. The extra detailed the use case, the extra private it feels to the reader.

Examples of product synonyms in e-commerce

Product synonyms for e-commerce are fairly easy. For instance, “occasionwear,” “marriage ceremony visitor put on,” and “social gathering put on” are all product synonyms that may be discovered as focus key phrases at a made-to-order males’s fits retailer.

An internet sport retailer might use synonyms resembling “tennis footwear,” “sneakers,” and “trainers” to seize all goal markets, for various ranges of athletic put on.

Now let’s put it into follow.

What product synonyms would you employ for “webcam” and “Bluetooth headphones”?

Perhaps, “streaming digicam,” “e-meeting digicam,” or “Zoom digicam”?

For Bluetooth headphones, what about “impermeable headphones” or “operating headphones”?

It’s all concerning the use case that matches the identical search intent.

Examples of product synonyms in B2B

In B2B, use instances develop into much more related, as a result of one of the crucial widespread questions within the shopping for cycle is: “Is that this really related for my explicit enterprise?”

Check out these phrases:

• Conversational AI chatbot

• Buyer help automation

• Product suggestion software program

• Omnichannel engagement platform

Although these have vastly completely different use instances and are semantically completely different, the know-how used produces the identical consequence as what every phrase describes. Actually, it’s truly the very same product (on this case a chatbot), solely described with a distinct phrase. 

The trick on this explicit instance is to speak about how the principle product, the chatbot, pertains to all of the above phrases. Rinse and repeat and now you’ve gone from a distinct segment product with restricted search quantity to HubSpot stage natural site visitors — all of which is extremely related in your audience.

Find out how to discover & rank for product synonyms

Discovering synonym alternatives for merchandise requires a deep understanding of the market and the search conduct of purchaser personas. In different phrases, study what your viewers desires and clarify how your product provides them that in a number of methods.

Perceive your product use instances

Let’s begin together with your product use instances. The place must you start?

First, compile all associated model themes after which construct subject clusters based mostly on that.

Let’s say you promote eco-friendly swimsuits for all sorts of our bodies and your subject clusters deal with eco-friendliness and swimsuits per physique sort. All subject cluster pages are linked to the central model themes and your merchandise, however talked about from completely different angles.

In B2B, it’s widespread to cluster product use instances by business or methodology. For instance, the “conversational AI chatbot” talked about earlier may goal e-commerce managers, whereas “buyer help automation” is a use case geared toward buyer success. In the identical approach, “product suggestion software program” grabs consideration from a product crew and an “omnichannel engagement platform” captures the advertising and marketing crew.

With solely these few key phrases, we’ve described how practically a complete enterprise advantages from utilizing a chatbot — gross sales right here we come!

Benchmark opponents

Except for typically making word of phrases which can be getting used on their web site, it is useful to carry out a competitor key phrase hole evaluation. This helps you identify phrases they’re rating for that you just aren’t (but), which helps encourage new use instances.

Perceive the language of your viewers

Perform a little research to see how your audience refers to your merchandise in their very own phrases. Usually in B2B there’s a large hole between their descriptions and yours. Be aware of the phrases, phrases, and another insights pertaining to the language getting used.

Some locations to poke round embrace Slack communities, social media (particularly LinkedIn), and Reddit. Don’t shrink back from in-person occasions, too! While you speak like your viewers talks, you’ll resonate with them as a result of your merchandise are easy to know. Stroll their stroll, and speak their speak!

Professional tip: Speak to your prospects frequently! Ask to arrange a 15 minute suggestions session and document it. It’ll carry you large insights about how they discuss and use your product.

If your corporation is large on social media, then social monitoring and listening instruments might be essential for compiling a lot of info shortly. Social monitoring obtains info that has already occurred previously, whereas social listening retains an ear out for present conversations about your model. Hootsuite gives an intensive social monitoring instrument to “dive deep beneath the floor”, whereas Talkwalker gives social listening so you possibly can sustain in actual time.

Evaluate Folks Additionally Ask and associated searches

Google SERP options are a treasure trove of synonym alternatives. For those who’re in search of “footwear”, you’ll in all probability see persons are additionally looking for “sneakers”, “tennis footwear”, and many others. You need to use this function to know consumer search intent (which is able to assist you discover extra aligned synonyms) and make sure you create the best sort of content material based mostly on what’s already rating.

The Folks Additionally Ask function is just like the “associated searches” on the backside of the SERP, and you can too use this to curate synonyms. 

Final however not least, make the most of the auto-complete function that means what you may sort within the search bar:

Professional tip: Use AlsoAsked to dig a bit deeper into the Folks Additionally Ask questions out of your potential shoppers, and export the information graphically and in bulk. Reply all these questions and that’s a transparent path towards website positioning scalability!

Do key phrase analysis

With out key phrase analysis, creating your content material and optimizing for website positioning is like throwing spaghetti at a wall and hoping that it sticks. Use a key phrase analysis instrument like Moz to search out key phrases based mostly on use instances. This ensures the key phrases are related, have search quantity, and have comparatively low competitors. For a extra in-depth information on key phrase analysis, be sure you try this information!

When you’ve completed key phrase analysis, flip the semantically-related key phrase teams into clusters to create particular person content material items for every cluster. 

Differentiate key phrase placement based mostly in your web site construction

All web sites have core product pages, so the precise match of high-purchase-intent key phrases ought to go on these to maximise the potential for gross sales.

Product synonyms which can be semantically unrelated, however nonetheless have a related use case, can go in an space just like the weblog, the place you possibly can clarify them extra completely after which hyperlink again to your core product pages to incentivize conversions.

To return to the chatbot instance, “conversational AI chatbot” works finest on an evergreen product web page, whereas “product suggestion software program” may make extra sense within the weblog, since you’ve bought to provide some clarification about how the 2 are linked.

Allow us to wrap this up with a fast recap

First off: why use product synonyms? Synonyms for website positioning enhance the relevancy of your product pages for a particular search question. On the similar time, they will additionally assist you scale out content material methods sooner or later, thus strengthening your website positioning recreation and model consciousness.

However always remember, first you will need to perceive your product use instances. How do your prospects use your product? How do they describe it? Go deep into this course of to get these granular particulars. Go searching to see what language your prospects are utilizing, scope out your opponents for inspiration, and do some in depth key phrase analysis. Evaluate the Folks Additionally Ask function and associated searches to collect extra info and make sure you differentiate your key phrase placement based mostly in your particular web site construction.

Now you’ve got bought the fundamentals of utilizing product synonyms to construct use case consciousness. Class dismissed!