How to use product synonyms to raise awareness of use cases and increase SEO

Let’s go back in time to your third English class – lesson of the day: synonyms.

Synonyms (not to be confused with cinnamon) are words that have a similar or the same meaning as another word.

But, you already know that. You may not know how synonyms help you build awareness of use cases.

It all depends on you talking about your product in several ways, all of which are beneficial to your target audience. By expanding the way you talk about your product, you attract more users, which in turn increases your SEO strategy by offering you more relevant keywords to rank for (ideally also with a big purchase intention – yes, please!)

By finding and targeting product synonyms, you can even tap into new unique outlets for your target market.

We find that SEO with synonyms, product-driven, can drive your growth forward.

What is the value of synonyms for SEO?

First, the use of synonyms is common SEO best practice recommended by Google.

SEO guru and webmaster trend analyst John Muellerexplains how synonyms work, especially in relation to the purpose of the search and the context:

“… especially when you watch something like ‘video editing’ versus’ video editor ‘, users’ expectations are a bit different. On the one hand, you want to edit a video. On the other hand, you may want to download a video editor. And it seems very similar, but… the things users want are a little different. ”

So when it comes to using product synonyms to enhance your SEO strategy, it is crucial to align the purpose of finding users with the example of using a product that helps them.

I would like to emphasize how well this works not only for e-commerce but also for B2B, as these are the companies that often suffer the most with a low volume of product-related searches, which makes SEO just not worth it. Add to that, there’s often a gap between what your audience calls your product and what you call it internally, so this strategy ensures that both perspectives are covered.

Do this over and over again and not only will you increase your brand visibility, but it will also take a low-search niche product and turn it into a generator of leads and sales – all from combining hundreds of thousands of organic monthly searches (or more, depending on the topic).

Let’s go over a few examples.

Examples of SEO product synonyms

An usage example (or a plan of how your audience will interact with a product) is a fantastic way to use product synonyms. If people learn how they can use your product, they are more likely to think it is important to them. The more detailed the use case, the more personal it seems to the reader.

Examples of product synonyms in e-commerce

Synonyms of e-commerce products are quite simple. For example, “clothing for occasions”, “clothing for wedding guests” and “clothing for entertainment” are all synonyms of products that can be found as central keywords in a men’s custom-made clothing store.

An online sports shop can use synonyms such as “tennis shoes”, “sports shoes” and “sneakers” to cover all target markets for different levels of sports wear.

Now let’s put that into practice.

What product synonyms would you use for “webcam” and “Bluetooth headset”?

Maybe a “streaming camera”, an “e-meeting camera” or a “zoom camera”?

For Bluetooth headsets, what about “waterproof headphones” or “running headphones”?

This is a use case that matches the same search purpose.

Examples of product synonyms in B2B

In B2B, use cases become even more important, as one of the most common questions in the buying cycle is, “Is this really important to my business?”

Check out these phrases:

• Conversational chat room with artificial intelligence

• Customer support automation

• Product recommendation software

• Cross-channel collaboration platform

Although these have very different uses and are semantically different, the technology used gives the same result as each phrase describes. In fact, it is exactly the same product (in this case a chat room), only it is described with a different phrase.

The trick in this particular case is to talk about how the main product, the chatbot, is related to all of the above sentences. Rinse and repeat, and now you’ve moved from a niche product with limited search volume to organic traffic at the HubSpot level – all of which are very important to your target audience.

How to find and rank product synonyms

Finding opportunities for synonyms for products requires a deep understanding of the market and the search behavior of customer personalities. In other words, find out what your audience wants and explain how your product allows them to do so in multiple ways.

Understand examples of using your products

Let’s start with examples of the use of your products. Where should we start?

Gather all the related brand themes first and then build thematic groups on the basis of this.

Let’s say you sell eco-friendly swimwear for all body types and your themed sets focus on environmental friendliness and swimwear according to body type. All pages of the thematic groups are related to the central themes of the brands and your products, but they are discussed from different angles.

In B2B, it is common to combine product use cases by industry or method. For example, the aforementioned “conversational AI chatbot” may target e-commerce managers, while “customer support automation” is an example of a use designed for customer success. In the same way, “product recommendation software” captures the attention of the product team and the “multi-channel collaboration platform” captures the marketing team.

With these few keywords, we have described how the benefits of using a chat bot benefit almost the entire company – sales are here!

Benchmark competitors

In addition to a general record of the words used on their site, it is helpful to perform a gap analysis in competition keywords. This helps you identify words for which they are classified, for which you are not (yet), which helps inspire new uses.

Understand the language of your audience

Do some research to see how your target audience relates to your products in their own words. In B2B, there is often a big gap between their and your descriptions. Consider words, phrases, and any other insights that pertain to the language you use.

Some browsing sites include Slack communities, social networks (especially LinkedIn) and Reddit. Don’t avoid personal events either! When you speak as your audience speaks, you will resonate with them because your products are easy to understand. Take a walk after their walk and talk about their speech!

Professional advice: Talk to your customers regularly! Ask to set up a 15-minute return session and record it. This will give you a huge insight into how they talk about your product and use it.

If your business is big on social media, monitoring and listening tools on social media will be crucial to quickly gather a lot of information. Social monitoring acquires information that has already happened in the past, while social listening takes care of current conversations about your brand. Hootsuite offers a comprehensive social monitoring tool to “dive deep below the surface” while Talkwalker offers social listening so you can follow in real time.

See also People Ask and Related Searches

Google SERP features are a treasure trove of synonymous opportunities. If you’re looking for “shoes,” you’ll probably see that people are also looking for “sneakers,” “sneakers,” and so on. With this feature, you can understand the purpose of user search (which will help you find more consistent synonyms) and make sure you create the right kind of content based on what’s already ranked.

The People Also Ask feature is similar to the “related searches” at the bottom of the SERP and can also be used to select synonyms.

Last but not least, use the autocomplete feature, which suggests what you can enter in the search bar:

Professional advice: Use He also asked to delve deeper into people. Also ask questions to your potential consumers and export data graphically and on a large scale. Answer all these questions and this is a clear path to SEO scalability!

Do keyword research

Without keyword research, creating your content and optimizing for SEO is like throwing spaghetti into a wall and hoping it will stick. Use a keyword research tool like Moz to search for keywords based on use cases. This ensures that your keywords are relevant, have a search volume, and have relatively low competition. For a more in-depth guide to keyword research, be sure to check it out read this manual!!

When you’re done researching keywords, convert semantically related groups of keywords into groups to create individual pieces of content for each cluster.

Differentiate your keyword placement according to the structure of your site

All sites have basic product pages, so accurate keyword matching with a high purchase intent should apply to those to maximize sales potential.

Product synonyms that are semantically unrelated but still have a relevant use case can go to an area such as a blog where you can explain them in more detail and then link back to your home product pages to drive conversions.

Going back to the chat bot example, the “artificial intelligence chat room” works best on the evergreen side of the product, while the “product recommendation software” may make more sense on the blog because you need to give some explanation of how the two are connected .

Let’s end this with a quick summary

First: why use product synonyms? Synonyms for SEO increase the relevance of your product pages to a particular search query. At the same time, they can help you expand your content strategies in the future to strengthen your SEO game and brand awareness.

But never forget, you must first understand the use cases of your products. How do your customers use your product? How do they describe it? Dig deeper into this process to get these detailed details. See which language your customers use, find inspiration from competitors, and do extensive keyword research. Review the People Also Ask and Related Searches feature to gather more information and ensure that you differentiate your keyword placement according to your specific site structure.

You now have the basics of using product synonyms to raise awareness of use cases. Class fired!