The starter keyword set: the first five search terms for a new product

Why five and not fifty

In the first weeks after launch you want to answer one question: is the product found, and for which kind of search? For that you need a few terms that cover different kinds of searches. Fifty terms that barely differ give you the same answer fifty times and make the history harder to read. How many terms per product make sense in the long run is covered in how many keywords to track per product.

The five slots in the set

Using a cotton bed linen set in 135 x 200 cm as an example (German search terms, as shoppers type them on otto.de):

1. Head term, what the product is: "Bettwäsche" (bed linen). Competition is greatest here, but it shows whether the product is in the running for its product type at all.
2. Attribute term 1, the deciding feature: "Bettwäsche 135x200".
3. Attribute term 2, material, colour or use: "Bettwäsche Baumwolle" (cotton).
4. Brand or series term: your brand plus product type, for example "[brand] Bettwäsche". It shows whether shoppers who already know you can find you.
5. Long-tail term, a precise search of several words: "Bettwäsche 135x200 Baumwolle grau" (grey). This is where the chance of an early good position is greatest.

If one feature clearly sets the product apart, use two attribute terms. If not, replace the second with another long-tail term.

Where the candidates come from

• Your own title and attributes: product type, size, material and colour are already there. Every word you want to be found for should appear in the title or attributes.
• otto.de's search suggestions: type the head term slowly into the search box and note the suggestions. They show which additions shoppers type.
• Competitors' titles: search for the head term and read the titles of the products on page 1. Recurring words are candidates.
• Keyword suggestions in MarktRank: MarktRank proposes search terms for a product and can track the top five automatically. Still check the suggestions against the rules below.

More on finding precise terms in finding long-tail keywords on OTTO.

What to avoid

• Internal names: item numbers, collection names from purchasing, or technical terms no shopper types.
• Singular and plural as two terms: "Kissenbezug" and "Kissenbezüge" (pillowcase, pillowcases) often return very similar results. Check both once by hand and track the one that fits the product.
• Terms the product cannot win: a set in 135 x 200 cm is not found for "Bettwäsche 155x220", and should not be. Such a term sits at "not found" permanently and distorts every analysis.
• Too many brand terms: one is enough. More in brand keywords vs generic search terms.

Reading the first weeks

Note the first positions as a baseline and check daily or weekly. Typical patterns:

• Long-tail found, head term not: normal at the start. The product is relevant but not yet strong enough for the broad search.
• Brand term not found: check that the brand is entered correctly in the brand field.
• No term found: check marketplace status, stock and category before you doubt the terms.

What else to watch in this phase is covered in visibility of new products on otto.de.

When to expand from five to more

• When the product is on page 1 for most of the five terms and you want to know where it is still missing.
• When the product has different uses with their own searches, such as "Bettwäsche Kinder" (children) and "Bettwäsche Gästebett" (guest bed).
• When there are seasonal terms you want to watch before the season.
• When the product is one of your main revenue drivers and finer measurement justifies the effort.

Expand in small steps and keep the original five in the set so the history stays comparable.

Frequently asked questions