Ecommerce keyword research is the process of matching search terms to the pages that can help shoppers choose or buy.
This guide uses eight planning stages and a 10-step workflow for smaller stores.
The goal is not to rank one page for every version of a keyword. It is to connect each meaningful search with the product page, category page, collection page or buying guide that best meets the searcher's need.
Ecommerce Keyword Research at a Glance
| Stage | What to do | Main output |
|---|---|---|
| 1 | List products, categories and attributes | Seed keyword list |
| 2 | Add customer language and tool data | Larger keyword database |
| 3 | Label intent and buyer stage | Intent labels |
| 4 | Review the current search results | Appropriate page type |
| 5 | Assess value and ranking potential | Prioritised keywords |
| 6 | Group close variations | Keyword clusters |
| 7 | Assign clusters to URLs | Ecommerce content plan |
| 8 | Monitor results and update the map | Ongoing SEO improvements |
1. Start With Your Ecommerce Catalogue
Your existing catalogue is the most reliable place to start. List the products you sell, the categories you support and the attributes shoppers use when comparing products.
Create a spreadsheet with columns for:
- Product name
- Category
- Brand
- Model
- Material
- Size
- Colour
- Use case
- Customer problem
- Price range
- Important features
- Compatibility
- Location or delivery terms
A coffee equipment store might begin with terms such as:
- Espresso machines
- Manual espresso machines
- Espresso machines with grinders
- Compact espresso machines
- Commercial espresso machines
- Coffee grinders
- Espresso machine replacement parts
- Espresso machines for beginners
- Best espresso machines under $500
Starting with real inventory keeps the research connected to products your business can actually sell. It also prevents you from building pages around products, features or use cases that you cannot support.
2. Find the Language Customers Actually Use
Your internal product names may differ from the words shoppers enter into Google. A manufacturer might call an item a "semi-automatic coffee extraction system", while a customer searches for "home espresso machine".
Use these sources to expand your seed list:
- Product reviews and customer questions
- On-site search data
- Customer service emails and chat transcripts
- Marketplace listings
- Competitor category pages
- Google Autocomplete
- Related searches in Google
- Google Keyword Planner
- Google Search Console
- Google Trends
Google Keyword Planner can generate ideas from product terms, services, websites or a combination of a keyword and a URL. Google also says that very low-volume or sensitive terms may not appear in the tool. A missing suggestion does not prove that nobody searches for the topic.
Use Customer Questions as Keyword Sources
Questions from customers often reveal product attributes, compatibility details and specific use cases:
- "Will this fit a 2024 Toyota RAV4?"
- "What size hiking backpack do I need?"
- "Is this jacket waterproof?"
- "Can I use this coffee grinder for espresso?"
- "Best running shoes for wide feet"
These searches can have stronger commercial relevance than broad terms such as "shoes", "jackets" or "coffee" because they describe what the shopper needs from the product.
3. Classify Each Keyword by Search Intent
Search intent describes what the searcher wants to do. Ecommerce research should distinguish between people discovering a product type, comparing options, learning how to solve a problem and looking for a specific item.
| Search intent | Example keyword | Likely buyer stage | Suitable page |
|---|---|---|---|
| Broad category | "women's running shoes" | Discovery | Category page |
| Attribute-based | "waterproof hiking boots" | Discovery or consideration | Filtered category or collection page |
| Use case | "running shoes for flat feet" | Consideration | Collection page or buying guide |
| Comparison | "Nike Pegasus vs Brooks Ghost" | Consideration | Comparison page |
| Product-specific | "Nike Pegasus 41" | Purchase | Product page |
| Transactional | "buy red leather handbag" | Purchase | Category or product page |
| Informational | "how to clean suede shoes" | Post-purchase or discovery | Educational guide |
| Compatibility | "iPhone 15 Pro MagSafe case" | Purchase | Product or collection page |
Match the Keyword to the Right Page Type
A product page is usually the right target for a specific product, model or SKU. Category and collection pages are better suited to product types, features and groups of products.
For example:
- "running shoes" should usually target a running shoe category page.
- "women's running shoes for flat feet" may target a specialised collection page.
- "Nike Pegasus 41 women's" should target the Nike Pegasus 41 product page.
- "best running shoes for beginners" may need a buying guide or editorial collection page.
- "how to break in running shoes" is informational and should not be forced onto a product page.
The current search results offer a useful test. If Google shows mostly category pages for a query, a blog post is unlikely to be the strongest target. If the results are mostly guides and comparisons, a product listing may not satisfy the search.
4. Expand the List With Google's Data Sources
Google Keyword Planner
Use Keyword Planner to:
- Enter your main product and category terms.
- Add your website or a relevant competitor website where appropriate.
- Select the target country and language.
- Export relevant keyword ideas.
- Record search volume ranges, competition and seasonal patterns.
- Remove irrelevant products, brands and use cases.
Keyword Planner is built for Google Ads, so its competition score and cost data are not direct measures of organic ranking difficulty. CPC can still indicate that advertisers value a query, but relevance, profitability and ranking potential matter more than CPC alone.
Google Search Console
If the store already receives organic traffic, Search Console can show which queries have already generated impressions for your pages.
The Performance report includes:
- Queries
- Pages
- Clicks
- Impressions
- Click-through rate
- Average position
Use the report to find:
- Queries with impressions but few clicks
- Product pages ranking for unexpected terms
- Category pages appearing for specific attributes
- Queries ranking on page 2
- Non-branded searches that may bring new customers
- Keywords assigned to the wrong URL
Search Console groups data by the queries users entered and lets you compare pages, queries, countries, devices and search appearances.
A page ranking around positions 8 to 20 for a valuable query may need better page alignment, stronger internal links, clearer product information or improved copy. If a page receives impressions for an irrelevant query, Google may be misunderstanding its purpose.
Google Trends
Use Google Trends to compare interest over time, identify seasonal products and find related searches. It can help with products such as:
- Holiday decorations
- Swimwear
- Winter clothing
- School supplies
- Gifts
- Gardening equipment
- Event-specific products
Google Trends measures relative search interest rather than providing the same type of absolute volume estimate as a keyword planner. Use it to assess direction, timing and regional differences. Then use other sources to estimate the commercial opportunity. Google Trends also includes related searches and comparison features.
5. Group Keywords Into Ecommerce Clusters
Do not create a separate page for every small wording variation. Group keywords when they share the same intent and one page can satisfy the searcher.
These terms may belong to one category page:
- Waterproof hiking boots
- Waterproof hiking shoes
- Waterproof boots for hiking
- Men's waterproof hiking boots
They may need separate pages when the search results or product range differ:
- Waterproof hiking boots for women
- Waterproof hiking boots for wide feet
- Lightweight waterproof hiking boots
- Waterproof hiking boots under $100
The useful question is not, "How many keywords should one page target?" Ask whether one page can meet the same shopper need across the group.
Give Each Page One Primary Intent
Each important URL should have:
- One primary topic
- One clear product or customer need
- Closely related secondary terms
- A defined search intent
- A specific conversion goal
For example, a page targeting "espresso machines with grinders" should explain and display that product type. It should not also target "how to descale an espresso machine" unless it contains genuinely useful maintenance guidance and still serves shoppers who want to buy.
6. Prioritise Keywords by Business Value
Search volume alone does not identify the best ecommerce keyword. Assess each term using several factors:
Product relevance Does your store sell what the searcher wants?
Search intent Is the searcher researching, comparing or ready to buy?
Commercial value Could the search lead to a profitable order?
Ranking potential Can your domain compete with the current results?
Product availability Do you have enough stock, variants and delivery coverage?
Seasonality Is demand steady or limited to part of the year?
Strategic importance Does the keyword support an important category or business goal?
A simple scoring model is:
Keyword priority = relevance x purchase intent x ranking potential x commercial value
Score each factor from 1 to 5 in a spreadsheet. The numbers do not need to represent a universal formula. They make your choices consistent and easier to explain.
Consider Long-Tail Keywords
Long-tail keywords are more specific than broad category terms. Examples include:
- "women's wide waterproof hiking boots"
- "best office chair for lower back pain"
- "replacement filter for Brita Elite pitcher"
- "ceramic coffee mug with lid"
These terms may have lower search volume, but they often describe the shopper's requirements more clearly. A smaller group of highly relevant visitors can be worth more than a larger group searching for a broad category.
7. Map Keyword Clusters to Ecommerce URLs
Create a keyword map that connects each cluster to one target URL.
| Keyword cluster | Recommended URL | Main content requirement |
|---|---|---|
| "men's trail running shoes" | Category page | Product range, filters and buying guidance |
| "wide trail running shoes" | Filtered category or collection | Width information and relevant products |
| "Salomon Speedcross 6" | Product page | Model details, sizes, availability and reviews |
| "best trail running shoes" | Buying guide | Comparisons, use cases and recommendations |
| "how to clean trail running shoes" | Educational guide | Care instructions and relevant product links |
This map reduces keyword cannibalisation, where several pages compete for the same search intent. It also gives writers, merchandisers and developers one shared plan.
Google recommends making ecommerce content and site structure clear so it can find and understand important products and categories. Product structured data can also help Google interpret details such as price, availability, reviews, shipping and returns on eligible pages.
8. Use Keywords Naturally on Each Page
Once a keyword is assigned to a URL, use it where it clarifies the page. Repeating the exact phrase in every paragraph will not improve the page.
Category and Collection Pages
Include the main product type in:
- The page title
- The H1 heading
- Introductory copy
- Relevant subheadings
- Internal links
- Product filter labels where appropriate
- Image alt text when it accurately describes the image
Add information that helps shoppers compare products, including:
- Product features
- Sizes and variants
- Materials
- Compatibility
- Delivery and return considerations
- Guidance on choosing between products
Product Pages
Use the exact product name, brand and model consistently. Include details such as:
- Product title
- Key specifications
- Materials
- Dimensions
- Compatibility
- Sizes and colours
- Availability
- Shipping information
- Customer reviews
- Relevant accessories or replacement parts
Do not add attributes that the product does not have because they happen to be popular search terms.
Buying Guides
Buying guides can target searches for:
- Products for a specific use case
- Product comparisons
- Product selection advice
- "What size do I need?" questions
- "Which product is right for me?" questions
A buying guide should link to relevant category and product pages, but it should answer the comparison or selection question on its own.
9. Measure Performance and Update the Map
Keyword research continues after publication. Once a page has collected enough impressions and clicks, review its performance and compare it with your original plan.
Use Search Console to check:
- Which queries display the page
- Whether the impressions are relevant
- Which queries produce clicks
- Whether the title and description earn clicks
- Whether another URL is ranking instead
- Whether branded traffic is masking weak non-branded performance
Search Console may show that Google associates a page with a different intent from the one you planned. For example, a product page may appear for informational searches, while a category page appears for product-specific searches.
Use those findings to revise internal links, page copy or URL targeting. Google recommends looking at trends in clicks and impressions instead of relying on average position alone.
Common Ecommerce Keyword Research Mistakes
Choosing Keywords Only by Search Volume
High-volume terms often have broad intent and strong competition. A specific keyword can produce better commercial results when it matches your inventory closely.
Creating Pages for Every Keyword Variation
Near-identical pages can create duplication and make it unclear which URL should rank. Group terms when they represent the same search need.
Using Blog Content for Product Searches
A blog post is not always the right answer to a buying query. Use product, category or collection pages when the searcher expects to browse products.
Ignoring Product Attributes
Searchers often include details such as size, colour, material, compatibility, capacity and intended use. These modifiers can define useful product segments.
Targeting Products You Cannot Fulfil
Do not prioritise a keyword for a product that is unavailable, discontinued, outside your delivery area or unsuitable for your margins.
Treating Keyword Tools as Exact Truth
Keyword tools provide estimates and suggestions. Search Console data, conversion data, product availability and current search results should influence the final decision.
A 10-Step Ecommerce Keyword Research Workflow
For a small store, use this process:
- List important products, categories and attributes.
- Add customer questions and on-site search terms.
- Expand the list with Google Keyword Planner.
- Check seasonality and related searches in Google Trends.
- Review the current Google results for valuable terms.
- Label each keyword by intent and buyer stage.
- Group similar keywords into clusters.
- Assign each cluster to one existing or planned URL.
- Optimise the page for the product need, not only the keyword.
- Review Search Console data and update the map.
Effective ecommerce keyword research connects three things: what people search for, what your store sells and what type of page can help them choose or buy. When those three elements match, the keyword list becomes a plan for the site.