Effective keyword research is the cornerstone of any successful ecommerce SEO strategy. By understanding what terms your potential customers are searching for, you can optimize your product pages, categories, and content to attract more qualified traffic and drive sales. This guide will walk you through the essential steps to conduct thorough keyword research specifically for ecommerce websites.
Why Keyword Research Matters for Ecommerce
Unlike content-based websites, ecommerce sites have unique considerations when it comes to keywords:
- Purchase intent is crucial – you need keywords that capture users ready to buy
- Product specifications often become important search terms
- Category and subcategory structure must align with how users search
- Seasonal trends can dramatically impact search volume for products
Step 1: Begin With Your Core Products and Categories
Start by listing out your main product categories and bestsellers. For each one, brainstorm:
- General product terms (e.g., “women’s running shoes”)
- Specific product features (e.g., “waterproof trail running shoes”)
- Brand-related terms (e.g., “Nike Pegasus running shoes”)
- Problem-solving terms (e.g., “running shoes for flat feet”)
This initial list will form the foundation of your research and help identify gaps in your current keyword strategy.
Step 2: Use Keyword Research Tools
Next, expand your list using dedicated keyword research tools:
- Google Keyword Planner: Provides search volume data and keyword suggestions
- Semrush: Offers competitor keyword analysis and difficulty scores
- Ahrefs: Provides extensive keyword data and SERP analysis
- Helium 10 or Jungle Scout: Specialized tools for Amazon sellers
- Keyword.io: Great for finding long-tail keywords
When using these tools, focus on:
- Search volume: How many people search for this term monthly
- Keyword difficulty: How hard it will be to rank for the term
- CPC (cost per click): Indicates commercial value
- SERP features: Identifies if shopping results appear for the term
Step 3: Analyze Competitor Keywords
Your competitors have already done some of the work for you. Analyze their websites to discover:
- Which keywords they rank for that you don’t
- Terms they use in product titles and descriptions
- Category structures and naming conventions
- Keywords in their URLs and metadata
Tools like Semrush and Ahrefs allow you to input competitor domains and see their top-performing keywords, giving you valuable insights into market gaps.
Step 4: Understand Search Intent for Ecommerce
Not all keywords with high search volume are worth targeting. For ecommerce, categorize keywords by intent:
- Navigational: Searches for a specific website or brand
- Informational: Users seeking information, not necessarily ready to buy
- Commercial investigation: Researching products but not yet decided
- Transactional: Ready to make a purchase
For ecommerce success, focus primarily on commercial investigation and transactional keywords. These might include:
- Terms with “buy,” “price,” “discount,” or “shipping”
- Product specifications (sizes, colors, models)
- Comparison terms (“vs,” “best,” “top”)
- Terms with local intent (“near me,” city names)
Step 5: Identify Long-Tail Opportunities
Long-tail keywords—longer, more specific phrases—often have lower competition and higher conversion rates. For ecommerce, these are particularly valuable:
- “Women’s waterproof hiking boots with ankle support”
- “Organic cotton baby clothes size 0-3 months”
- “Stainless steel refrigerator with bottom freezer and water dispenser”
Use tools like Answer the Public or look at Google’s “People also ask” and “Related searches” sections to find these longer queries.
Step 6: Implement a Seasonal Keyword Strategy
Many ecommerce products have seasonal fluctuations in search volume:
- Use Google Trends to identify seasonal patterns for your products
- Create a calendar of keyword focus areas based on these trends
- Plan content and optimization efforts to align with these patterns
- Prepare landing pages and campaigns before seasonal surges begin
Step 7: Map Keywords to Your Website Structure
Once you have your keyword list, organize them according to your site structure:
- Homepage: Target broad, high-volume category terms
- Category pages: Focus on category-specific keywords
- Subcategory pages: Target more specific product type keywords
- Product pages: Use specific product names, models, and detailed specifications
- Blog posts: Target informational keywords related to your products
This mapping ensures your site structure aligns with how customers search and helps avoid keyword cannibalization.
Step 8: Track and Refine Your Keyword Strategy
Keyword research isn’t a one-time task. Implement a system to:
- Monitor rankings for your target keywords
- Track conversion rates from organic traffic
- Identify new keyword opportunities as they emerge
- Adjust your strategy based on performance data
Tools like Google Search Console provide valuable insights into which keywords are actually driving traffic to your site.
Putting It All Together: An Ecommerce Keyword Strategy
A successful ecommerce keyword strategy combines:
- High-value, transactional keywords for product and category pages
- Long-tail keywords that capture specific product searches
- Informational content that addresses customer questions
- Brand and competitor terms to capture comparison shoppers
- Seasonal terms aligned with your product demand cycles
By consistently applying these principles and regularly refining your approach, you’ll build a keyword foundation that drives qualified traffic and, ultimately, sales to your ecommerce store.
Frequently Asked Questions (FAQ)
How many keywords should I target per ecommerce product page?
Focus on one primary keyword and 2-3 closely related secondary keywords per product page. This helps maintain a clear focus while still capturing variations in how customers might search.
Should I target the same keywords as my competitors?
While it’s valuable to know what keywords your competitors target, don’t simply copy their strategy. Look for gaps and opportunities they’ve missed, especially with long-tail variations and specific product features.
How important is keyword search volume for ecommerce?
Search volume matters but isn’t the only factor. A lower-volume keyword with high purchase intent is often more valuable than a high-volume informational term. Balance volume with conversion potential.
How do I optimize for voice search in ecommerce?
For voice search, focus on conversational, question-based keywords that use natural language. “Where can I buy waterproof running shoes in New York” is more representative of voice search than “buy waterproof running shoes NYC.”
Should I use the exact keyword phrase in my product titles?
Include your primary keyword in product titles when possible, but prioritize readability and user experience. Unnaturally stuffing keywords can harm conversion rates and potentially trigger search engine penalties.
How often should I update my ecommerce keyword research?
Perform a comprehensive review quarterly, but monitor performance monthly. Additionally, conduct specific research before major product launches or seasonal peaks.
What’s the difference between keywords for Google and Amazon?
Amazon keywords tend to be more product-specific and transaction-focused, while Google keywords might include more informational queries. Amazon also places higher value on sales conversion history when ranking products.
How do I find keywords for new products with no search history?
Look at similar products, use manufacturer data, analyze industry forums, and leverage tools like Google Trends to identify rising search terms. Also consider using Google’s Keyword Planner to find related terms.
Can I use the same keywords for SEO and PPC in ecommerce?
While there can be overlap, your PPC strategy might focus more on high-converting, bottom-of-funnel keywords with greater commercial intent, while your SEO strategy might include a broader mix of informational and transactional terms.
How do I track if my keyword strategy is working?
Look beyond just rankings to metrics like organic traffic, conversion rate from organic search, average order value from SEO traffic, and overall organic revenue. These metrics provide a more complete picture of keyword effectiveness
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