Most beginners chase high-traffic keywords.
But traffic doesn’t pay the bills – sales do.
For eCommerce, the key is targeting keywords that bring in ready-to-buy customers.
In this guide, I’ll show you how to do keyword research that drives real sales and conversions. Let’s get started.
Checklist for eCommerce Keyword Research
Defining Goals:
- Identify your target audience and objectives (e.g., organic traffic, PPC).
- Set clear goals based on search intent and customer needs.
Building Keywords:
- Brainstorm a list of seed keywords relevant to your products.
- Expand your list using tools like Google Autocomplete and Semrush.
- Analyze competitors’ keywords to find opportunities.
Refining and Prioritizing:
- Evaluate keywords for search volume, difficulty, and relevance.
- Group keywords by theme or intent.
- Assign priority scores based on their potential impact.
Optimization:
- Map keywords to specific pages on your site.
- Optimize product titles, descriptions, meta tags, and URLs.
Free eCommerce Keyword Research Template
Click here to get the eCommerce Keyword Research Template.
Fill it with data as you follow the guide.
Step-by-Step Guide to eCommerce Keyword Research
Step 1: Build a Seed Keyword List
The first step of any keyword research is to create a list of seed keywords.
These are broad terms related to the products/services you offer.
Before you get started, create a Google or Word document to store your initial seed keywords. We’ll organize them into a spreadsheet later.
a. Brainstorm Initial Keywords
Let’s say you have an eCom website that sells gym equipment, your seed keywords could be:
➜ Cardio machines
➜ Power towers
➜ Dumbbells
➜ Sand bags
➜ Treadmills
➜ Barbells
You can also ask ChatGPT to generate some seed keywords for your eCom website. Use this command:
Create a list of seed keywords for my [business type] + [any other relevant details]
This is the list it gave me. It even divided keywords into various relevant categories.
Now you have seed keywords to start with.
b. Expand the List with Google Search
You can find a lot of valid keyword ideas with a simple Google search.
✔ Note Google Autocomplete Suggestions
Type your keyword into the Google search bar and see how Google tries to complete your queries.
These suggestions are based on what words people are actually using with your seed keywords.
That’s some high-value keyword ideas right there!
✔ Check Out People Also Ask section
As the name suggests, PAA on the SERP consists of questions that people ask (in context of the search you have made). It’s a great place to find longtail question-type keywords.
Click on questions relevant to your business and it will reveal more related questions. Copy and paste them to your doc.
✔ See People Also Search For
Scroll down to the bottom of the SERP, and you’ll find more longtail keyword ideas in the People also search for section. It is basically a list of related search terms that other users have searched for after performing a similar initial query as yours.
c. Try Amazon Search Autocomplete
People searching on eCommerce platforms like Amazon have a clear buying intent. Just like Google, Amazon also has an autocomplete feature. It can help you find terms related to your keyword that people who are actively looking to make the purchase use.
Just go to amazon.com, enter your board keyword in the search bar, and take a note of suggestions that come up.
d. Check Out Competitors’ Product Pages
Search for products similar to yours on Google or Amazon and visit the top-ranking competitors’ product pages.
To analyze your competitor’s website for keyword ideas:
➜ Note the keywords in product titles and descriptions.
➜ Search for patterns in bullet points and feature highlights.
➜ Pay attention to frequently repeated terms—they’re likely target keywords.
Add these keywords to your list.
Step 2: Expand and Refine Keyword Ideas
Now as you have a list of seed keywords, let’s start creating longtail keywords.
Long-tail keywords are important for eCommerce because they are more specific, have less competition, and are more likely to attract users who are close to converting/making a purchase.
At this point, you want to create a spreadsheet where you can organize your keywords.
a. Find Long-tail Keywords with Google Trends
Go to Google Trends, enter one of your seed keywords, and hit Explore.
Scroll down, and you’ll find long-tail keywords related to the term you entered.
And you know these keywords are valuable because people are actually using them to make searches in your niche.
b. Find New Keywords with Google Keyword Planner
Go to Google Keyword Planner and click Discover new keywords.
Enter your seed keywords in the box and click Get Started.
Scroll down to the Keyword ideas section, and you will find some relevant long-tail keywords there.
You can also select relevant keywords from the suggestions in the Broaden your search section at the top.
Select and download the keywords you find relevant and copy-paste them to your doc.
c. Find a Comprehensive List of Long-tail Keywords with Semrush’s Keyword Magic Tool:
Open Semrush’s Keyword Magic Tool, enter a seed keyword, and hit Search.
This will show you a list of long-tail keywords related to your seed keyword.
Since we are doing keyword research for eCommerce, nailing the search intent is very important.
Click the Intent filter, select Commercial and Transactional, and hit Apply.
Now, you’ll only see keywords that have a commercial or transactional intent. It is such keywords that drive qualified buyer traffic.
You want to target keywords with higher Volume but lower KD% (Keyword Difficulty).
Use the KD filter to set your desired Keyword Difficulty range.
Then set your desired Search Volume range using the Vol filter.
Select the relevant keywords, click Export > XLSX.
Add these keywords to your spreadsheet.
Step 3: Analyze Competitors
You need to see which keywords the top-ranking competitors are targeting, and make sure you target them better.
To uncover those keywords, you first need to identify your organic competitors.
a. Spot the Competitors on Google SERP
The eCommerce websites that show up the most for your seed/target keywords are your main competitors.
At this point into keyword research, you might even already know which are those sites.
Make a note of their domains.
b. Find Your Organic Competitors
I use Semrush Organic Research to find out my direct eCom competitors.
Just enter your website URL, select your target country and click Search.
Select Competitors.
Scroll down to the Organic Competitors section and take a note of your top competitor eCommerce websites.
c. Do a Keyword Gap Analysis
This step will help you find keywords that your competitors rank for, but you don’t.
Open Semrush’s Keyword Gap Tool, enter your eCommerce website in the first box.
Then add up to 5 of your eCommerce competitor websites in the boxes below.
Select your target country and click Compare.
This will show top keyword opportunities for you:
Scroll down to the keywords list and select Missing to find keywords that all your selected eCommerce websites rank for, but you don’t.
Click Intent filter > select Transactional and Commercial > hit Apply.
Select the relevant keywords and click Export > Selected > Excel.
Copy the keywords from this downloaded sheet and paste to your spreadsheet.
You can also click Untapped to find keywords that at least one of your selected competitors rank for, but you don’t.
Then just select any relevant keywords and export them again like we did before.
Step 4: Group and Prioritize Keywords
Now that you have a comprehensive list of keywords, it’s time to organize and prioritize them.
This will help you focus on high-value keywords that are most relevant to your eCommerce business and have the most potential to drive conversions.
a. Find Search Volume and Keyword Difficulty Scores
For keywords, you found on Semrush, you’ll have their Search Volumes and Keyword Difficulty scores. But that won’t be the case for other keywords you found through different channels.
Run keywords you have found manually on Google SERP, competitor product pages, etc. through Semrush’s Keyword Overview to find their Search Volume and Keyword Difficulty scores.
Open the Keyword Overview tool and enter all your keywords. It only lets you add 100 keywords at once so if you have more, you might have to do it in batches.
Make sure the location is correct.
Hit Search.
Scroll down, and you will see Volume and KD% of each keyword.
Select the ones that have a good Volume to KD% ratio (good/decent volume and low difficulty).
Click the Export button on the top right and check Selected and click XLSX.
This will download your selected keywords in an excel file. Copy the keywords along with their Volume and KD% columns and paste them to your main spreadsheet.
b. Create Keyword Clusters
At this stage when I’m doing keyword research for an eCommerce website, I simply create keyword clusters based on product categories.
Just group the keywords related to specific items or product collections together.
Like for a gym equipment store, group “adjustable dumbbells” and “hex dumbbells” under a “Dumbbells” category.
c. How to Organize Keywords
Once you have sorted keywords based on product category, here is how you can organize them:
| Keyword | Product Category | Search Volume | Keyword Difficulty % |
|---|---|---|---|
| Adjustable dumbbells | Dumbbells | 10,000 | 24 |
| Hex dumbbells | Dumbbells | 8,000 | 33 |
| Treadmill for small spaces | Cardio Machines | 3,500 | 37 |
| Buy affordable treadmills online | Cardio Machines | 9,000 | 42 |
| Home gym power tower | Power Tower | 7,500 | 44 |
Each column explained:
➜ Keyword: This is where you place your keywords.
➜ Search Volume: Shows how often a keyword is searched.
➜ Product Category: Tells which product category a keyword belongs to.
➜ Keyword Difficulty %: Rates how high the competition is for a keyword on a scale of 1 to 100.
d. How to Prioritize Keywords
Not all keywords are created equal, so it’s important to prioritize them based on their potential to deliver results:
✔ Search Volume: Focus on keywords with a high to decent volume of monthly searches. Avoid keywords with excessively high search volumes if they have too much competition.
✔ Keyword Difficulty (KD): Target keywords with low-to-moderate competition, as they are easier to rank for. Avoid keywords with high KD% even if they have higher search volume. They’d still be difficult to rank for.
✔ Relevance and Intent: Make sure the keywords align with the actual products you’re selling and resonate with your target audience’s intent. For example, as a gym equipment business, you shouldn’t target “rubber dumbbells” for your eCommerce website if you’re not selling them– no matter how good the Search Volume to Keyword Difficulty proportion is!
What to Do with Your eCommerce Keyword Research?
So, you have a list of valuable keywords for your eCommerce website. What’s next?
Here’s how you can use them for maximum effect:
1. Map Keywords to Pages
Keywords you use for Product Pages are different from those used for Category Pages.
a. Match Keywords to Product Pages
Product pages are ideal for transactional intent keywords, where users are ready to make a purchase. These keywords should be highly specific to the product being sold.
Examples:
➜ “Buy adjustable dumbbells”
➜ “Treadmill for small spaces”
➜ “Affordable resistance bands”
Optimize your product pages with the primary keyword in the:
- Product title
- Meta description
- Alt text for images
- Product description
b. Match Keywords to Category Pages
Category pages work best for broader commercial intent keywords. These keywords capture users exploring options within a product category but who may not yet have decided on a specific item.
Examples:
➜ “Home gym equipment”
➜ “Affordable cardio machines”
➜ “Top-rated barbells”
Optimize category pages by including keywords in:
- Image alt text for category banners
- Category descriptions
- H1 and subheadings
- Meta descriptions
c. Tips for Mapping Keywords Effectively
➜ Assign high-priority keywords to pages with the best potential to rank and convert.
➜ Avoid targeting multiple pages with the same keyword to prevent cannibalization.
➜ Group similar keywords under the same page for better focus and relevance.
By mapping keywords to the correct pages, you can optimize your site structure for both search engines and users.
2. Optimize for SEO and Marketplaces
Once you’ve mapped your keywords to the right pages, put them to work by optimizing your website and product listings for search engines and eCommerce marketplaces.
a. Optimize Your Website for with Keywords
Strategically incorporate target keywords into your website like this:
➜ Meta Descriptions: Use compelling, keyword-rich descriptions to improve click-through rates (CTR).
➜ Titles: Include primary keywords in your product and category page titles.
➜ URLs: Keep URLs short and include your primary keyword where possible.
➜ Headers (H1, H2): Add keywords naturally into your headings.
b. Optimize for eCommerce Marketplaces
For platforms like Amazon, eBay, or Etsy, here’s how you can optimize them using the keywords you have found:
➜ Product Titles: Use keywords in your product titles to match what users are searching for. Example: “Adjustable Dumbbells – 50lb Set – Home Gym Equipment”.
➜ Product Descriptions: Write detailed descriptions using your target keywords while highlighting product features and benefits.
➜ Backend Tags: Take advantage of backend fields (e.g., search terms, keywords) to include additional relevant keywords for visibility.
Finding Keywords that Bring Sales
The key to finding valuable eCommerce keywords is to focus on transactional and commercial keywords that drive sales.
Got your eCommerce keywords? Do this next:
↳ Learn what to do after keyword research to make the best of your found keywords.
↳ If you want to run ads, learn how to research keywords for Google Ads.
↳ Follow this free keyword research template and checklist to find the right keywords.
Frequently Asked Questions
Keyword research in eCommerce is about finding the search terms customers use to find products online. It helps you target the right audience by focusing on keywords that attract traffic ready to buy, driving sales and conversions for your store.
To do B2B keyword research, focus on industry-specific terms and buyer challenges. Use tools like Semrush or Google Keyword Planner to find relevant keywords. Prioritize long-tail keywords that show intent, like “best enterprise software for small businesses.” Analyze competitors and adapt your strategy based on market demand.
For creating a B2B SEO strategy, understand your audience’s needs and pain points. Perform keyword research to find terms your audience searches for. Create content that solves their problems and positions you as an expert. Optimize your site structure, build backlinks, and track performance to refine your approach.
A niche keyword targets a specific audience or product category. For example, instead of “running shoes,” use “vegan running shoes for women.” Niche keywords attract more qualified traffic because they align with specific customer needs and have less competition.
To research eCommerce trends, use tools like Google Trends, industry reports, and social media platforms. Monitor competitors to see what’s trending. Check forums, reviews, and customer feedback to identify new product demands or shopping habits. Lastly, keep yourself updated on seasonal and regional trends to stay competitive.
To do your own market research, start by defining your target audience and study their behavior. Use surveys, customer feedback, and focus groups to gather insights. Analyze competitors, industry reports, and online reviews. Use tools like Google Analytics to track trends and understand what your audience values.
To do key word research for a product, start with seed keywords that describe your product. Use tools like Semrush and Google Keyword Planner to find long-tail keywords with transactional intent. Check Google Autocomplete, Amazon search, and competitor product pages for additional keyword ideas. Refine and prioritize based on volume and difficulty.
To do keywords research for Shopify, use Shopify apps like Plug in SEO or SEO Manager to find keywords. Use Google Autocomplete and tools like Semrush to discover relevant terms. Analyze competitor stores to find keyword ideas. Optimize your product titles, descriptions, and meta tags with those keywords.
Short-tail keywords are broad terms like “dumbbells.” Long-tail keywords are more specific, like “adjustable dumbbells for home gym.” Short-tail keywords attract general traffic, while long-tail keywords target customers closer to buying. Long-tail keywords usually have less competition and higher conversion potential.
To analyze the competitiveness of a keyword in eCommerce, use tools like Semrush to check search volume and keyword difficulty (KD%). Look at competitors ranking for the keyword and assess their site authority, backlinks, and content. Focus on keywords with decent search volume and lower KD% to rank faster.
Search intent is crucial in eCommerce keyword research, as it shows what a search wants to achieve. For eCommerce, focus on commercial (e.g., “best treadmills under $500”) and transactional intent (e.g., “buy adjustable dumbbells online”) because these keywords attract customers ready to purchase.
Update your keyword strategy every 3–6 months. Check keyword performance using tools like Semrush and Google Analytics. Adjust your focus to match new trends, shifts in search behavior, and changes in your product offerings.
Use Google Trends to track seasonal search patterns. Identify peak times for your products, like “Black Friday treadmill deals” in November. Add these seasonal keywords to your campaigns and product pages to capture demand during high-traffic periods.
It depends. Target branded keywords only if you sell those particular brands. But make sure to consider the competitiveness of the keyword. On the other hand, if you sell private-label products, focus on non-branded keywords that highlight your USP like “affordable running shoes” to attract a broader audience.
Backend keywords are hidden search terms you add to product listings on platforms like Amazon. They improve visibility without appearing on the product page. Use them to include synonyms, alternative terms, and common misspellings to reach more customers.
No, you shouldn’t use the same keyword strategy for SEO and PPC campaigns. While there may be some overlap, SEO focuses on broader terms that bring organic traffic throughout the sales funnel – whereas, PPC targets high-conversion keywords with measurable ROI. Align both strategies for consistency, but adjust keywords based on each channel’s goals and metrics.
Track metrics like organic traffic, conversions, and keyword rankings using tools like Semrush or Google Analytics to measure the success of your eCommerce keyword research. Check CTR and bounce rates to ensure your keywords align with user intent. High-converting keywords show the success of your research.
To find keywords for a new product launch in eCommerce, start with seed keywords that describe your product. Use tools like Semrush, Google Keyword Planner, and Amazon Autocomplete to find variations. Check forums, social media, and competitor product pages for more ideas. Focus on long-tail keywords with commercial and transactional intent.