Write the words buyers type, not the words you value

Stores often name things in their own voice: the brand’s words, the material, the mood. Shoppers type what they need the thing for.

We wrote down six pairs before looking anything up. Each pair has a plain phrasing a shopper might type and a house-style phrasing of the kind that ends up in product and collection titles. Then we typed each one into Google (US English) and read what autocomplete offered.

• “insulated water bottle” got a full list, such as “insulated water bottle with straw” and “insulated water bottle for kids”. “hydration vessel” got a shorter list that drifted to a brand name and to questions about drinking water.
• “dog bed for large dogs” got a full list, such as “dog bed for large dogs washable”. “canine lounger” got nothing.
• “gifts for dad” got a full list, such as “gifts for dad who wants nothing”. “men’s gift collection” also got a full list, but Google dropped the word “collection” and offered “men gift ideas” and “men gift set” instead.
• “wedding guest dress” got a full list, such as “wedding guest dresses fall”. “occasion dress collection” got a shorter list, led by other “dress collection” phrases.
• “shoes for standing all day” got a full list, such as “shoes for standing all day women”. “comfort footwear collection” got three suggestions, and none of them used that phrase.
• “bamboo sheets” got a full list, such as “bamboo sheets queen” and “bamboo sheets vs cotton”. “luxury bedding essentials” got a shorter list that included one retailer’s name.

In all six pairs the plain phrasing got a full list, and its completions added the details people decide on: size, who it’s for, the season, where they’ll use it. The house-style phrasing got a shorter list, drifted to another topic, was rewritten by Google, or got nothing.

That is six pairs we chose ourselves, checked on one day. Autocomplete shows what people type often enough for Google to suggest it. It does not measure search volume, and this check does not show that a new title brings more traffic. What it gives you is a quick test you can run on your own titles before you rename anything.

What we do with it:

• Put the shopper’s phrase in the product or collection title. Google asks for titles that are descriptive and concise, and warns against keyword stuffing and against the same boilerplate title on every page. One clear phrase meets both.
• Read the completions. Words like “washable”, “for kids” or “queen” are the details shoppers add, and they belong in the title or the first line.
• Keep the brand voice in the description, where it has room.
• Check before you rename. Type the start of each candidate title into Google and see which one it finishes.