1. Understanding the Importance of Keyword Research in Ecommerce
Keyword research is one of the most important steps when it comes to building a successful ecommerce website. It’s not just about finding words that people type into Google—it’s about discovering what your potential customers are actually looking for, and using those insights to bring them to your online store.
What Is Keyword Research?
Keyword research is the process of identifying and analyzing search terms that people enter into search engines with the goal of using that data for SEO or marketing purposes. For ecommerce websites, this means finding keywords that are directly related to your products and categories.
Why Keyword Research Matters for Ecommerce
If you run an online store, your goal is to attract visitors who are likely to buy something. That’s where keyword research comes in. By targeting the right keywords, you can drive highly relevant traffic—people who are already interested in what you’re selling. This improves your chances of getting more clicks, more conversions, and ultimately more revenue.
Here’s how keyword research helps your ecommerce site:
| Benefit | Description |
|---|---|
| Increased Visibility | Your product pages appear in search results when people look for related items. |
| Targeted Traffic | You attract visitors who are actively searching for products you offer. |
| Higher Conversion Rates | The more relevant the traffic, the more likely users will make a purchase. |
| Competitive Advantage | You can discover gaps or low-competition keywords your competitors might be missing. |
| Better Content Strategy | You can create product descriptions, blog posts, and guides based on actual customer searches. |
The Role of Intent in Keyword Research
A big part of successful keyword research is understanding user intent—why someone is searching for something. Are they just browsing? Or are they ready to buy? Keywords like “best running shoes under $100” show high purchase intent, while terms like “how to choose running shoes” indicate someone is still researching. Targeting both types helps guide shoppers through your sales funnel.
User Intent Types:
- Navigational: Looking for a specific brand or website (e.g., “Nike official site”)
- Informational: Seeking answers or information (e.g., “how to clean white sneakers”)
- Transactional: Ready to buy (e.g., “buy wireless earbuds online”)
The goal is to focus on transactional and high-intent informational keywords that connect users directly with your products. When you understand the importance of keyword research in ecommerce, youre setting up your store for long-term success by aligning with what your customers are really searching for.
2. Identifying Your Target Audience and Buyer Intent
Before diving into keyword tools or analyzing search volume, its crucial to understand who your customers are and what they’re looking for. Knowing your target audience helps you choose the right keywords that match their needs, while understanding buyer intent ensures youre targeting people who are more likely to make a purchase.
Defining Your Ideal Customer Profile
Your ideal customer profile is a detailed description of the person most likely to buy from your ecommerce store. This includes demographics, interests, shopping behaviors, and pain points. Ask yourself:
- What age group does my ideal customer fall into?
- Are they male, female, or non-binary?
- Where do they live? (City, state, region)
- What are their hobbies or interests?
- What problem does my product solve for them?
Create a simple customer persona like this:
| Attribute | Description |
|---|---|
| Name | Amy the Active Mom |
| Age Range | 30-45 |
| Location | Suburban USA |
| Pain Point | Lack of time to shop in-store for kids clothing |
| Shopping Behavior | Bargain hunter, values quality and convenience |
The 3 Types of Buyer Intent
User search intent can be grouped into three main categories: informational, navigational, and transactional. For ecommerce websites, focusing on transactional intent is key—but understanding all three helps you build a complete strategy.
| Intent Type | Description | Example Keywords |
|---|---|---|
| Informational | The user is looking to learn something. | “how to clean leather shoes”, “best running shoes for flat feet” |
| Navigational | The user is trying to find a specific brand or website. | “Nike official site”, “Amazon kids shoes” |
| Transactional (Commercial) | The user is ready to make a purchase. | “buy kids sneakers online”, “cheap women’s workout leggings” |
Aligning Keywords with Buyer Intent
If you sell products online, prioritize keywords with transactional intent. These users are closer to making a purchase. However, don’t ignore informational keywords—they’re great for blog content that brings in new visitors and builds trust over time.
Create Keyword Lists Based on Intent
- Main Product Pages: Use high-intent transactional keywords like “shop organic dog food” or “buy yoga mats online.”
- Category Pages: Include broader commercial terms like “organic pet supplies” or “yoga accessories.”
- Blog Posts: Target informational queries like “how to choose the right yoga mat.”
Your Next Step:
Create multiple keyword lists based on the different types of buyer intent and match them with specific pages on your ecommerce site. This will help ensure that each visitor finds exactly what theyre looking for—whether they’re just browsing or ready to check out.
3. Using Keyword Research Tools Effectively
Once you understand your ecommerce niche and target audience, the next step is to use keyword research tools to find the best keywords for your online store. These tools help you discover what your potential customers are actually searching for, how competitive those keywords are, and how much traffic they can bring to your site.
Popular Keyword Research Tools
There are several powerful tools available that make keyword research easier and more accurate. Here are three of the most widely used platforms:
| Tool | Main Features | Best For |
|---|---|---|
| Google Keyword Planner | Free tool that provides search volume, competition level, and suggested keywords directly from Google. | Beginners and budget-conscious sellers |
| Ahrefs | Offers detailed keyword data, including keyword difficulty, traffic potential, and competitor analysis. | Advanced users who want deep insights |
| SEMrush | Comprehensive SEO platform with keyword tracking, gap analysis, and advertising data. | Ecommerce businesses focused on growth and paid ads |
How to Use These Tools Effectively
Start with Broad Keywords
If youre selling running shoes, start by typing “running shoes” into the tool. This gives you a list of related terms like “best running shoes for men” or “trail running shoes.”
Narrow Down to Long-Tail Keywords
Long-tail keywords are more specific phrases that usually have lower competition but higher conversion rates. For example, instead of just “yoga mat,” consider targeting “eco-friendly yoga mat for beginners.”
Analyze Search Volume and Competition
Look for a balance between decent search volume and low-to-medium competition. This helps you target terms that enough people are searching for without being drowned out by bigger competitors.
Check What Your Competitors Are Ranking For
Both Ahrefs and SEMrush allow you to enter a competitor’s URL and see which keywords they rank for. This can uncover opportunities you might have missed.
Example Strategy Using Ahrefs:
- Go to Ahrefs Site Explorer
- Enter a competitors ecommerce website URL
- Select “Organic Keywords” from the sidebar
- Filter results by keyword difficulty (e.g., KD under 30) and relevant product terms
- Add promising keywords to your list for further evaluation
Create Your Keyword List
As you explore different tools, keep track of your selected keywords in a spreadsheet. Include columns for:
| Keyword | Search Volume | Keyword Difficulty | User Intent (Informational/Transactional) |
|---|---|---|---|
| best wireless earbuds under $50 | 12,000 | 25 | Transactional |
| how to clean white sneakers | 8,500 | 18 | Informational |
This keyword list will become the foundation of your content strategy, product descriptions, blog posts, and paid ads. In the next section, we’ll show you how to analyze these keywords even further.
4. Analyzing Competitor Keywords and Market Gaps
One of the most effective ways to improve your ecommerce keyword strategy is by analyzing what your competitors are doing. This helps you discover which keywords are driving traffic to their sites and where there might be gaps in the market that you can take advantage of.
Why Competitor Keyword Analysis Matters
If a competitor is ranking high on Google, they’re likely targeting keywords that work. By studying their keyword strategies, you can get inspired and find opportunities they may have missed. This process not only saves time but also helps you avoid guesswork.
How to Find Your Competitors
Start by identifying your main online competitors. These may not always be the same as your offline competitors. Use Google search and type in your main product categories or keywords. The top-ranking ecommerce stores are likely your SEO competitors.
Example:
| Your Product Category | Top Competitors (Based on Google Search) |
|---|---|
| Organic Skincare | Herbivore Botanicals, The Detox Market, Follain |
| Sustainable Shoes | Allbirds, Rothy’s, Cariuma |
Tools to Analyze Competitor Keywords
Use SEO tools like Ahrefs, SEMrush, or Ubersuggest to explore your competitors’ websites. Simply enter a competitor’s URL into the tool, and it will show you the keywords they rank for, how much traffic those keywords bring in, and their top-performing pages.
Useful Metrics to Look For:
- Organic Keywords: Keywords a site ranks for in search engines.
- Traffic Volume: Estimated number of monthly visitors per keyword.
- Keyword Difficulty: How hard it would be to rank for a particular keyword.
- Top Pages: Pages bringing in the most organic traffic.
Identifying Market Gaps
A market gap is an area where demand exists but few competitors are serving it well. After analyzing several competitor sites, look for keywords with decent search volume but low competition—or topics no one seems to be covering yet.
Tips to Spot Market Gaps:
- Look for long-tail keywords your competitors arent targeting.
- Check if certain customer questions aren’t answered well on other ecommerce sites.
- Identify product features or benefits that are underrepresented in content.
Create a Keyword Opportunity List
As you go through each competitor’s data, create a spreadsheet of valuable keywords they rank for—and another list of potential market gaps. Heres a simple way to organize this info:
| Keyword | Search Volume | Competition Level | Competitor Using It? | Your Opportunity? |
|---|---|---|---|---|
| sustainable baby clothes | 2,400 | Medium | No | Yes |
| vegan leather backpack | 1,900 | High | Yes | No (too competitive) |
| bamboo kitchen utensils set | 1,100 | Low | No | Yes (easy win) |
This approach gives you both inspiration from your competitors and insights into areas where you can stand out. By consistently monitoring the keyword landscape, youll uncover more opportunities to grow your ecommerce visibility over time.
5. Organizing and Mapping Keywords to Your Store’s Structure
Once you’ve gathered a solid list of keywords, the next step is to organize and assign them to the right pages on your ecommerce site. This process ensures that each keyword has a clear purpose, and it helps search engines understand the structure of your website. Even more importantly, it improves the experience for your visitors by making it easier for them to find what they’re looking for.
Why Keyword Mapping Matters
Keyword mapping is about matching the right keywords to the most relevant pages. If multiple pages target the same keyword, they may compete with each other in search results—a problem known as keyword cannibalization. On the flip side, if a page targets too many unrelated keywords, it becomes confusing for users and search engines alike.
Types of Pages You Should Map Keywords To
Your ecommerce site likely includes several types of pages. Each type serves a different purpose and should be optimized with specific kinds of keywords.
| Page Type | Best Keyword Types | Example |
|---|---|---|
| Homepage | Brand-related keywords, broad niche terms | “Eco-friendly pet supplies”, “Shop [Brand Name]” |
| Category Pages | High-volume, short-tail or mid-tail keywords | “Organic dog food”, “Leather handbags” |
| Product Pages | Long-tail keywords, product-specific terms | “Grain-free salmon dog food 10lb”, “Brown leather tote bag with zipper” |
| Blog Posts | Informational or question-based keywords | “How to choose the best dog food”, “Top 5 purse styles for summer” |
How to Categorize Your Keywords
You can start by grouping your keywords into themes based on user intent: commercial (buy), informational (learn), navigational (find). Then assign these groups to their corresponding page types:
- Commercial intent → Category & Product pages
- Informational intent → Blog content & Guides
- Navigational intent → Homepage or Brand landing pages
Example:
| Keyword | User Intent | Assigned Page Type | Target Page Example |
|---|---|---|---|
| “Buy vegan shampoo online” | Commercial | Category Page | /collections/vegan-shampoo/ |
| “Best shampoo for dry scalp” | Informational | Blog Post | /blog/best-shampoo-dry-scalp/ |
| “[Brand Name] hair care” | Navigational | Homepage or Brand Page | /brands/brand-name/ |
| “Lavender scented organic shampoo 16oz” | Commercial (Long-tail) | Product Page | /products/lavender-organic-shampoo-16oz/ |
Create a Keyword Map Spreadsheet
A simple spreadsheet can help you stay organized during this process. Create columns like:
- Keyword Phrase
- User Intent (Informational / Commercial / Navigational)
- Search Volume & Difficulty (optional) 6. Monitoring and Refining Your Keyword Strategy Over Time
- Search Ranking: Where your page appears in search results for a specific keyword.
- Click-Through Rate (CTR): How often people click on your link after seeing it in the results.
- Bounce Rate: Percentage of visitors who leave without interacting—could mean mismatched intent.
- Conversion Rate: Are visitors who find you through certain keywords actually buying something?
- Add new keywords: Use emerging trends or seasonal products to find fresh opportunities.
- Edit underperforming pages: Improve title tags, meta descriptions, or content relevance.
- Create new content: If a keyword doesn’t fit on an existing page, build a new blog post or product category around it.
Keyword research isn’t a one-and-done task—it’s an ongoing process. Once your ecommerce website is up and running with optimized content, its crucial to monitor how your keywords are performing and make adjustments as needed. This helps you stay competitive, adapt to market changes, and continue driving relevant traffic to your site.
Why Ongoing Monitoring Matters
The digital landscape is always evolving. New competitors enter the market, search trends shift, and Google updates its algorithm frequently. By keeping an eye on your keyword performance, you can respond quickly to these changes and avoid losing valuable search visibility.
Tools for Tracking Keyword Performance
To effectively monitor your keyword strategy, you’ll need the right tools. Here are some popular options:
| Tool | Main Features |
|---|---|
| Google Search Console | Shows which queries bring users to your site, click-through rates, and average positions |
| Google Analytics | Provides traffic data and helps track conversions from organic keywords |
| SEMrush / Ahrefs / Moz | Track keyword rankings, competitor analysis, and keyword difficulty over time |
Key Metrics to Watch
You don’t need to be a data scientist to understand which keywords are working. Focus on these essential metrics:
Tweaking Your Strategy Based on Data
If you notice that certain keywords aren’t performing as expected—or others are doing better than anticipated—it’s time to adjust. Here’s what you can do:
Tapping Into Industry Trends
You can also refine your keyword strategy by staying informed about industry trends. Use tools like Google Trends or subscribe to ecommerce blogs and newsletters. This proactive approach helps you discover potential high-traffic keywords before your competitors do.
The key takeaway? Keep testing, measuring, and adjusting. SEO success for ecommerce websites comes from consistent effort—not just initial setup.
