If you run an online store, you already know how important it is to show up on Google. But just being online is not enough. You need to attract the right people, people who are actually looking to buy what you sell.
That is exactly what ecommerce keyword research helps you do. It tells you what words and phrases your potential customers type into Google when they are ready to shop. When you target the right keywords, you bring in more traffic, more clicks, and more sales.
In this guide, we will walk you through exactly how to do proper e-commerce keyword research step by step, in plain and simple language. No complicated jargon. Just clear steps you can follow today.
What Is Ecommerce Keyword Research?
Keyword research is the process of finding the exact words and phrases people search for online when they want to buy a product. For example, if you sell running shoes, people might search for things like “best running shoes for men” or “buy affordable running shoes UK”.
E-commerce keyword research focuses specifically on finding keywords that have buying intent, meaning the person searching is likely to make a purchase. These are the golden keywords that can bring real revenue to your online store.
When done properly, keyword research helps you:
- Rank higher on Google for the right searches
- Attract customers who are ready to buy
- Create product pages and content that converts
- Stay ahead of your competitors
Why Keyword Research Matters for E-commerce?
Think about how you shop online. You go to Google, type in something like “wireless earbuds”, and click on one of the top results. The stores that show up there did not get there by accident. They did keyword research and optimised their pages for that exact search.
Without keyword research, you are basically guessing what your customers are looking for. And guessing is expensive; you could spend months creating content or running ads that bring in zero sales.
With the right keywords, everything becomes easier. Your SEO strategy becomes focused. Your product pages speak directly to what buyers want. And Google rewards you with higher rankings.
Step 1: Understand the Types of Keywords
Before you start searching for keywords, it helps to understand the different types. Not all keywords are equal, especially ie-commercece.
1. Short-Tail Keywords
These are short, broad keywords like “shoes” or “laptops”. They get a lot of searches but are very competitive. It is very hard to rank for them if you are a small or medium-sized business.
2. Long-Tail Keywords
These are longer, more specific phrases like “waterproof hiking boots for women UK” or “affordable gaming laptop”. They have lower search volume but much higher buying intent. These are the best keywords for e-commerce stores because the people searching for them know exactly what they want.
3. Transactional Keywords
These include words like “buy”, “order”, “cheap”, “best price”, “deal”, or “discount”. When someone searches “buy a leather wallet online”, they are ready to purchase. Target these keywords on your product and category pages.
4. Informational Keywords
These are questions like “how to choose a gaming chair” or “what is the best moisturiser for dry skin”. These work best for blog content and help you build trust with potential buyers before they are ready to purchase.
Step 2: Start with Seed Keywords
A seed keyword is a basic word or phrase that describes what you sell. It is your starting point for research.
For example:
- You sell handmade candles → seed keyword: “candles.”
- You sell gym equipment → seed keyword: “gym equipment.”
- You sell phone cases → seed keyword: “phone cases.”
Write down 5 to 10 seed keywords that cover your main products or categories. These will be the foundation of your keyword research.
Tip: Think from your customer’s point of view. What words would they type into Google to find your product? Do not overthink it. Start simple.
Step 3: Use Keyword Research Tools
Now it is time to expand your list. Many tools help you find keywords related to your seed keywords, along with how many people search for them and how hard they are to rank for.
Google Keyword Planner (Free)
This is a free tool from Google. Enter your seed keyword, and it gives you a list of related keywords with search volume data. It is a great starting point, especially if you are new to keyword research.
Ubersuggest (Free & Paid)
Ubersuggest is a beginner-friendly tool that shows keyword ideas, search volume, and SEO difficulty. The free version gives you enough data to get started.
Google Search Itself (Free)
This is one of the most underrated tools. Simply type your seed keyword into Google and look at:
- Autocomplete suggestions (what Google fills in as you type)
- “People Also Ask” section (common questions buyers have)
- Related searches at the bottom of the page
These suggestions come directly from what real people are searching for, making them extremely valuable.
Answer The Public (Free & Paid)
This tool shows you questions and phrases people search for around any topic. It is perfect for finding blog post ideas and informational keywords that bring in traffic.
SEMrush or Ahrefs (Paid)
These are professional-grade tools used by SEO experts. They give you in-depth data, including keyword difficulty, competitor analysis, and traffic estimates. If you are serious about growing your e-commerce business, these tools are worth the investment.
Step 4: Analyse Keyword Metrics
Once you have a list of keywords, you need to evaluate them. Here are the key metrics to look at:
- Search Volume: How many people search for this keyword every month? Higher is better, but do not ignore low-volume keywords; they often have less competition and higher buying intent.
- Keyword Difficulty (KD): A score that shows how hard it is to rank for a keyword. If you are a new or small store, focus on keywords with lower difficulty (below 40 is a good target).
- Cost Per Click (CPC): This is how much advertisers pay to show ads for this keyword. A high CPC means the keyword has strong commercial value, great for e-commerce.
- Search Intent: Always check what comes up when you search for a keyword. If the results are product pages or shopping ads, the keyword has buying intent. If they are blogs or guides, they are more informational.
Step 5: Look at What Your Competitors Are Doing
One of the smartest things you can do is look at which keywords your competitors are already ranking for. This saves you a lot of guesswork.
Here is how to do it:
- Go to a tool like Ubersuggest, SEMrush, or Ahrefs
- Enter a competitor’s website URL
- Look at the “Top Pages” or “Organic Keywords” section
- See which keywords are bringing them the most traffic
- Add those relevant keywords to your own list
You do not need to copy your competitors; you need to outperform them. Understanding what is already working in your niche gives you a huge advantage.
Step 6: Group Keywords by Page Type
Once you have a solid list of keywords, the next step is to organise them. Different keywords work best on different types of pages.
- Product Pages: Use transactional keywords like “buy”, “order”, “cheap”, “best”. Example: “buy a leather belt online UK”
- Category Pages: Use broader terms that cover a range of products. Example: “men’s leather accessories” or “women’s gym clothing”
- Blog Posts: Use informational keywords and questions. Example: “how to care for a leather belt” or “best gym clothing for beginners”
- Homepage: Use your main brand keywords and top-level product terms. Example: “online fashion store UK”
By matching keywords to the right page type, you make it easier for Google to understand what each page is about and rank it higher.
Step 7: Prioritise and Build Your Final Keyword List
You probably have a big list of keywords now. It is time to narrow it down and focus on what matters most. Here is a simple way to prioritise:
- Pick keywords with clear buying intent first; these drive sales directly
- Choose keywords with decent search volume but low to medium difficulty
- Look for keywords with a high CPC, as these signal strong commercial value
- Include a mix of short and long-tail keywords across different pages
- Start with 3 to 5 keywords per page. Do not try to target everything at once
Remember, it is better to rank on page one for 10 targeted keywords than to be invisible for 100 broad ones.
How to Use Your Keywords on Your E-commerce Site?
Finding the right keywords is only half the job. You also need to use them correctly on your website. Here are the key places to add your keywords:
- Page Title: Include your main keyword near the beginning of the title tag
- Meta Description: Write a clear description that includes your keyword and encourages clicks
- Product Headings (H1, H2): Use keywords naturally in your headings
- Product Descriptions: Write helpful, original descriptions that include your keywords; do not just list features
- Image Alt Text: Describe your images using relevant keywords
- URLs: Keep URLs short and include the main keyword (e.g., /running-shoes-men)
The key is to use keywords naturally. Google is very good at detecting keyword stuffing. Write for humans first, and let the keywords fit in naturally.
Common Mistakes to Avoid
Many e-commerce store owners make these mistakes when doing keyword research. Avoid them to get better results:
- Targeting keywords that are too competitive, start with lower difficulty keywords
- Ignoring long-tail keywords, these often convert better than short generic ones
- Forgetting about search intent, always check what Google shows for a keyword before targeting it
- Using the same keyword on every page, each page should target a unique keyword
- Doing keyword research once and never revisiting search trends changes, so review your keywords every few months
Final Thoughts
E-commerce keyword research is not as complicated as it might seem. Once you understand the basics, it becomes a straightforward process that can transform your online store’s performance.
If you follow these steps consistently, you will start to see real improvements in your Google rankings, your website traffic, and ultimately your sales.
Need help with keyword research or SEO for your online store? BizGrow Digital specialises in data-driven SEO strategies designed to grow e-commerce businesses. Get in touch with our team today and let us help you rank higher and sell more.