Oct 28, 2024
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5
min read
Keyword research is the foundation of successful eCommerce SEO. It helps online store owners understand what potential customers are searching for—and how to match their content and product listings to those queries. In this in-depth guide, we’ll break down exactly how to conduct keyword research for your eCommerce site, with links to powerful tools, real strategies, and actionable tips.
Why Keyword Research Matters for eCommerce
Keyword research gives you insight into customer intent. Whether someone’s browsing for ideas or ready to buy, your site needs to rank for terms that match where they are in their buying journey.
Without this research, your SEO efforts are like throwing darts blindfolded.
Benefits of good keyword research:
Higher search rankings
More relevant traffic
Increased conversions
Lower ad spend with better targeting
Step 1: Understand Search Intent
Search intent refers to the goal behind a user’s query. For example:
Informational: “best running shoes for flat feet”
Transactional: “buy Nike Pegasus 40”
Navigational: “Nike official website”
eCommerce sites should focus on transactional and commercial intent keywords. These indicate a stronger buying intent.
🔗 Learn more about search intent at Ahrefs’ beginner guide
Step 2: Build a Seed Keyword List
Start with basic terms relevant to your niche. If you sell coffee gear, seed keywords could be:
french press
pour over
espresso machine
reusable coffee filter
Use these to branch out into more detailed keywords.
📌 Tip: Look at competitor websites for category and product names.
Step 3: Use Keyword Research Tools
These tools help expand your seed list and show critical data like volume, competition, and keyword difficulty.
Top tools:
💡 Want free options? Try Answer the Public for content ideas or Google Trends to spot rising topics.
Step 4: Analyze Keyword Metrics
When evaluating keywords, focus on:
Search Volume: Number of monthly searches. More isn’t always better.
Keyword Difficulty (KD): How hard it is to rank. Choose a balance.
CPC (Cost per Click): Useful if running Google Ads.
Trend Data: Is the keyword rising or falling in popularity?
🔍 For a deeper dive, read SEMRush's keyword analysis tutorial
Step 5: Look for Long-Tail Keywords
Long-tail keywords (3+ words) are more specific and have less competition.
Examples:
“best espresso machine under $300”
“pour over coffee starter kit”
“how to clean french press”
These are great for blog posts and niche product pages.
📖 Learn how to target long-tail keywords with Backlinko’s full guide
Step 6: Analyze Your Competitors
Type your seed keywords into Google and examine the top-ranking stores.
Ask:
What keywords are they using?
What categories and subcategories appear?
Are they running blog content alongside product pages?
Use tools like:
Step 7: Organize Keywords by Funnel Stage
Structure your keyword strategy around the buyer’s journey:
Top of Funnel (ToFu): Blog content, e.g., “how to use a french press”
Middle of Funnel (MoFu): Category pages, e.g., “best pour over kits”
Bottom of Funnel (BoFu): Product pages, e.g., “buy Hario V60 online”
🔗 Great content strategy advice on Shopify’s blog
Step 8: Match Keywords to Pages
Avoid keyword cannibalization—don’t target the same term on multiple pages.
Instead:
Assign one primary keyword per page
Add secondary keywords for variations and context
Use keywords in the title tag, H1, URL, and meta description
🛠️ Use Yoast SEO or Rank Math if you use WordPress.
Step 9: Optimize Product Pages
Product pages must be keyword-rich and conversion-friendly.
Best practices:
Title tag: Include your primary keyword
Meta description: Mention unique value
H1: Clear and matches the product name
Bullet points: Include long-tail benefits
Image alt text: Descriptive and keyword-aligned
🧠 More tips in Shopify’s product SEO guide
Step 10: Use Internal Linking
Link blog posts to category pages. Link products to blogs. This passes link juice and guides users through your site.
Anchor text matters: use keyword variations, but stay natural.
🔗 Read Moz’s internal linking strategy
Step 11: Don’t Ignore Voice Search
Voice queries are longer and more conversational. Optimize for:
Question-based terms (who, what, how)
Natural language phrasing
Mobile-friendly and fast-loading content
🔊 Discover how voice is shaping SEO at Search Engine Journal
Step 12: Track Your Keyword Performance
Use tools like:
Monitor:
Which keywords drive traffic
Which pages convert
Bounce rates and engagement
📊 Shopify’s analytics guide is great for eCommerce stores: Shopify Reports
Extra Tip: Use Your Blog for Content Clusters
A blog helps you rank for informational long-tail keywords. Create content clusters:
Pillar page: “Complete Guide to Brewing Coffee”
Cluster posts: “Best Coffee Beans for Cold Brew,” “French Press Cleaning Tips”
This structure boosts topical authority and internal links.
📖 Check out HubSpot’s content cluster model
Common Keyword Research Mistakes to Avoid
Even with the right tools and strategies, many eCommerce store owners make avoidable errors in keyword research. Here are some common pitfalls and how to sidestep them:
1. Focusing Only on High-Volume Keywords
It’s tempting to target keywords with thousands of monthly searches, but they often come with stiff competition. If your domain authority is low, you’ll struggle to rank for them. Instead, balance your strategy by mixing in long-tail and lower-volume keywords with clear buying intent. These are more likely to convert—and easier to rank for.
2. Ignoring Seasonal Trends
eCommerce sales often spike during specific seasons—think holiday gifts, back-to-school supplies, or summer essentials. Use tools like Google Trends or Exploding Topics to identify when interest in specific keywords rises and prepare your content and product listings accordingly. Publishing content or optimizing product pages in advance of these peaks can give you a first-mover advantage.
3. Neglecting Negative Keywords (for Paid Campaigns)
If you run Google Ads, failing to identify and use negative keywords can waste your budget on irrelevant clicks. For example, if you sell high-end leather boots, you don’t want to show up for searches like “cheap boots” or “rubber boots.” Regularly update your negative keyword list to refine targeting.
4. Keyword Stuffing
Cramming too many keywords into your content (especially unnaturally) can hurt your rankings and alienate readers. Focus on writing for people first, search engines second. Use your primary keyword naturally in key places (title, URL, H1, first paragraph), and sprinkle in variations to maintain readability.
How to Refresh Keyword Research Over Time
Keyword trends and customer behaviors change. What people search for today may not be the same six months from now. That’s why keyword research should be a recurring task.
Set a Quarterly Keyword Audit
Every 3–4 months, revisit your keyword strategy. Use rank tracking tools to see which keywords have gained or lost traction. Update your content based on this data.
Expand with New Products or Categories
Launching a new product line? Each new category or SKU is an opportunity to perform fresh keyword research. Build SEO-optimized landing pages around each new offering.
Monitor Competitor Movements
Competitors will also evolve their strategies. Use tools like Ahrefs’ Alerts or SEMrush’s Competitor Discovery to track changes in their content and keyword rankings. If a rival is outranking you for a crucial keyword, analyze their page structure and content to identify gaps or opportunities on your own site.
Keywords and Site Architecture: SEO Starts with Structure
The way your site is organized can either support or sabotage your SEO efforts.
Categories should target broad, high-volume keywords.
Subcategories can dive into more specific terms.
Product pages should focus on very specific, high-intent keywords.
For example:
Category: Coffee Makers (broad term)
Subcategory: French Press Coffee Makers (narrower)
Product Page: Bodum Chambord French Press 34oz (specific, transactional)
This hierarchical approach not only helps with SEO but also improves user experience by making it easier to navigate your site.
Local Keyword Optimization (If You Sell Locally)
If your store has a physical presence or delivers in specific regions, don’t ignore local keywords.
For example:
“Buy espresso machine Singapore”
“Coffee accessories delivery in Brooklyn”
Use location-specific landing pages and include local terms in your product descriptions, meta tags, and headings. Register your store on Google Business Profile and include accurate NAP (Name, Address, Phone) details across your site and directories.
Bonus Tools to Level Up Your Keyword Research
In addition to the major tools mentioned earlier, consider these hidden gems:
Keywords Everywhere (Chrome extension): Instantly view keyword volume and CPC right on Google search results.
Surfer SEO: Offers real-time keyword suggestions and content optimization tips as you write.
Screaming Frog SEO Spider: Great for auditing existing pages and identifying keyword gaps or duplicate tags.
Thruuu: Analyzes top-ranking pages for a keyword and gives you a breakdown of common word count, headings, and more.
Final Reminder: Focus on User Experience
No matter how well you research and target keywords, poor user experience will drive away traffic. Ensure your website:
Loads quickly (under 3 seconds ideally)
Is mobile-responsive
Has clean navigation
Uses clear calls to action
Provides helpful content beyond product listings
Remember: Search engines reward sites that satisfy user intent and engagement, not just those that stuff keywords into every corner.
Wrapping Up: Your eCommerce SEO Edge
Solid keyword research is a long-term investment. It ensures that the time and money you spend on content, product descriptions, blog posts, and SEO doesn’t go to waste. By targeting the right keywords at the right time in the buyer’s journey, your store can attract better leads, outrank competitors, and drive meaningful revenue growth.
🚀 Start small, be consistent, and let the data guide your decisions. Whether you're using free tools or premium platforms, keyword research—when done right—is one of the most powerful levers you have to grow your eCommerce business.
Final Thoughts
Keyword research is not a one-time task—it’s an ongoing process that evolves with trends, user behavior, and search engine algorithms. By using the steps above and leveraging the right tools, you can make your online store more discoverable, drive qualified traffic, and increase sales sustainably.
🛒 Whether you're selling artisan soap or high-tech gadgets, understanding what your audience searches for is your most powerful SEO weapon.
