When running an online store, getting the right visitors to see your products is essential for driving sales. Random guesswork and broad keywords might bring more clicks, but not necessarily the ready-to-buy audience you need.
So, how do you find the precise terms real shoppers use when searching for products you sell? The answer lies in effective keyword research. Below, we’ll explore why keyword research matters and walk through the essential steps to uncover profitable, relevant keywords for your ecommerce site.
Why Keyword Research Matters for Ecommerce
Keyword research is about more than just finding popular words to scatter throughout your website. Effective research reveals the specific language your target customers use when searching, which can give you a clear competitive advantage. By zeroing in on the right phrases, you’ll:
- Attract High-Intent Traffic: Focusing on commercial or “buyer” keywords brings in visitors who are further along in their purchasing journey. Ideally you’re looking for people who are ready to buy.
- Stand Out in Crowded Markets: Targeting long-tail and niche-specific keywords helps differentiate you from large online retailers or marketplaces.
- Avoid Wasted Advertising Spend: Investing in relevant, well-researched keywords can reduce dependency on costly, generic terms that convert poorly.
When done right, ecommerce keyword research underpins nearly every aspect of your store’s optimisation — from category structure to product pages. You might want to read my article on “How to Structure Your Online Store for Maximum SEO Impact” if you haven’t already done so, as careful keyword research can really help here.
What Steps Are Required to Choose the Right Keywords?
The following steps will guide you through a process that combines brainstorming, data analysis, and strategic implementation. By following them, you’ll uncover terms that appeal directly to your ideal buyers — ensuring your site ranks higher where it truly counts.
1. Brainstorm Your Starting Keywords
Begin with a list of obvious phrases for your products and categories. Think about:
- Product Names & Variations: If you sell athletic footwear, start with “running trainers,” “gym trainers,” or “women’s running shoes.”
- Brand Terms: Include any popular brand names you stock, if applicable.
- Descriptive Adjectives: Consider unique selling points, e.g., “lightweight,” “eco-friendly,” or “waterproof.”
Gathering this initial pool of words and phrases helps you quickly spot the categories you need to target. Next, you can refine it using data-driven tools.
2. Validate with Keyword Research Tools
Now it’s time to inject real-world data:
- Google Keyword Planner: Offers broad search volumes and can suggest related terms.
- SEMrush / Ahrefs / SE Ranking: Provide deeper insights into competition, keyword difficulty, and potential traffic as well as suggestions around intent.
- Autocomplete & “Related Searches”: Observe the phrases Google suggests as you type in your initial keywords as users often rely on these exact queries.
Look at each term’s search volume (how many people use it monthly) and difficulty (how hard it is to rank). For ecommerce, aim for long-tail keywords (4+ words) that show clearer intent to buy.
Of course, you should also make sure that you prioritise your keywords working on products and categories that match your business needs, whether that be profitability, turnover or some other goal.
(To avoid some pitfalls in selecting or implementing these terms, you may also want to read “Common Ecommerce SEO Mistakes (and How to Avoid Them).”)
3. Distinguish Informational vs. Transactional Keywords
Not every user is ready to buy immediately. That’s where keyword intent comes into play:
- Informational Keywords: “How to choose the best running trainers.” These can fuel your blog content or product guides, helping you nurture potential buyers over time.
- Transactional / Commercial Keywords: “Buy women’s running trainers online” or “best lightweight running trainers for flat feet.” These could indicate someone is closer to making a purchase.
A blend of both ensures you capture a wide audience — some who need more information and others ready to place an order right away.
4. Investigate Competitor Strategies
I’ve always been a little ambivalent about checking what your competition is doing, however, in terms of SEO, competitor analysis can be quite useful, potentially revealing overlooked opportunities:
- Analyse Their Pages: Examine product and category titles, meta descriptions, and on-page copy for frequently used terms.
- Check Rankings: Tools like SE Ranking or Ahrefs can show which keywords drive traffic to competitor sites.
- Identify Gaps: Spot niches where they might be under-optimising. If you find high-volume, low-competition terms, it’s your chance to shine.
5. Apply Keywords Strategically to Your Store
Once you have a refined list, it’s time for implementation. Focus on placing these terms naturally in:
- Product Titles & Descriptions: Choose primary keywords for headings; sprinkle related phrases throughout descriptive text. For guidance on balancing copy that appeals to both search engines and shoppers, see “Optimising Product Descriptions: Balancing User Appeal and SEO.”
- Category Pages: Group similar items under descriptive categories that highlight your main keywords.
- Meta Tags: Write concise, compelling meta titles and descriptions that incorporate your target phrases.
6. Monitor and Refine
Keywords, and customer habits, change over time. Make sure you:
- Track Keyword Rankings: Use Google Search Console to see which queries bring users to your site.
- Analyse On-Site Behaviour: Monitor engagement rates, time on page, and conversions to measure keyword effectiveness.
- Update and Expand: Revise older content with new insights. If a certain product category sees growing demand, create more targeted pages or blog content.
Conclusion: A Foundation for Long-Term Ecommerce Success
Choosing the right product keywords is a powerful way to connect with ready-to-buy customers. By coupling thorough research with ongoing analysis, you can refine not only which terms you target but also how you incorporate them across your store. These steps will help you stay ahead of the curve and adapt to shifting consumer language, keeping your product listings visible and engaging.
If you’re ready to improve your ecommerce marketing, including keyword research but don’t want to do it yourself, I offer an Ecommerce SEO Service for UK SMEs. From in-depth keyword analysis to storewide optimisation, I’m here to make sure your hard work resonates with both search engines and online shoppers alike.
Remember, effective keyword research ties seamlessly into your broader optimisation efforts — whether it’s the structure of your store, the quality of your product descriptions, or the avoidance of common pitfalls. Get these fundamentals right, and you’ll see more of the right people finding, and buying, your products.