Most online stores target the wrong keywords. They chase high-volume head terms with brutal competition, ignore the search phrases that actually lead to purchases, and wonder why their organic traffic doesn’t convert.
Ecommerce keyword research isn’t the same as regular SEO keyword research. When someone searches “blue suede shoes,” they might want song lyrics, history trivia, or a pair of shoes. When someone searches “buy blue suede loafers men’s size 10 Australia,” they’ve got their wallet out. Knowing the difference between those two queries, and building your entire SEO strategy around the ones that drive revenue, is what separates profitable online stores from the rest.
This guide walks through a complete, step-by-step process for finding the exact keywords your customers use when they’re ready to buy. Whether you’re running a 50-product Shopify store or managing a 10,000-SKU catalogue, the fundamentals are the same.
Quick answer.
- Ecommerce keyword research focuses on commercial and transactional intent keywords that lead directly to sales
- Product keywords go on product pages, category keywords go on collection pages, and informational keywords go on blog content
- Amazon autocomplete, Google’s search suggestions, and competitor analysis are three of the most effective free research methods
- Long-tail keywords convert at significantly higher rates than broad head terms because they match specific buying intent
- Every keyword needs a clear home on your site to avoid cannibalisation
What makes ecommerce keyword research different.
Standard keyword research casts a wide net. You’re looking for topics people search for and creating content to match. Ecommerce keyword research is far more targeted because you’re connecting search queries directly to products and revenue.
The biggest difference is intent. Roughly 70% of ecommerce-related searches carry transactional or commercial intent. That means most people searching for product-related terms are actively looking to compare options, read reviews, or make a purchase. Your job is to identify these high-intent queries and make sure the right pages on your site are optimised for them.
There’s also a scale challenge that most other websites don’t face. An ecommerce store with 500 products might have 500 product pages, 30 category pages, and dozens of filter combinations. Each page needs its own keyword strategy. Without a systematic approach, you’ll end up with keyword cannibalisation (multiple pages competing for the same term), orphan pages (pages with no keyword focus at all), or wasted effort targeting terms that will never convert.
For a broader look at how keyword research fits into the full picture of driving organic revenue for ecommerce, our complete ecommerce SEO guide covers every piece of the puzzle.
The four types of ecommerce keywords you need to know.
Not all keywords serve the same purpose. Understanding these four categories is essential before you start researching.
Product keywords.
These are specific terms that describe individual items. “Leather hiking boots waterproof,” “Samsung Galaxy S25 case clear,” or “organic baby onesie 0-3 months” are all product keywords. They belong on product pages and carry the highest purchase intent. People searching these terms typically know what they want and are comparing options or looking for the best place to buy.
Category keywords.
Broader than product keywords, these describe a group of products. “Women’s running shoes,” “standing desks,” or “organic skincare” are category-level terms. They belong on your collection and category pages, and they often carry the highest search volume of any ecommerce keyword type.
Category pages frequently drive more organic traffic than product pages or blog content combined. One study found that collection pages accounted for over 60% of a store’s total organic traffic.
Informational keywords.
These are the “how to,” “what is,” and “best way to” queries. “How to choose the right running shoe,” “standing desk vs sitting desk benefits,” or “is organic skincare worth it” are informational keywords. They belong on blog posts and buying guides.
While they don’t convert directly, informational keywords attract shoppers earlier in their journey and create internal linking opportunities to your product and category pages. Our guide on using blog content for product traffic covers how to make this content work harder for your store.
Brand and modifier keywords.
These include branded terms (“Nike running shoes”), comparison modifiers (“best,” “top,” “vs,” “under $100”), and purchase modifiers (“buy,” “cheap,” “sale,” “free shipping”). Layering these onto your core product and category keywords unlocks significantly more search opportunities.
Step 1: build your seed keyword list.
Every keyword research project starts with seed keywords, the broad, foundational terms that describe what you sell. These become the starting point for discovering hundreds (or thousands) of more specific keyword opportunities.
Start with your product catalogue.
Open your store and list out every product category, subcategory, and product type you sell. If you sell outdoor gear, your seed list might start with: tents, sleeping bags, hiking boots, camping stoves, backpacks, headlamps, water filters, and so on.
Don’t overthink this step. You’re aiming for 15-30 broad terms that cover the main areas of your store.
Think like your customer.
Your internal product names might not match what your customers actually search for. “Performance athletic footwear” might be how your supplier describes a product, but your customers are searching “running shoes.” Use the language your buyers use, not your industry jargon.
Browse customer reviews on your own site and on marketplaces like Amazon. Pay attention to the exact words customers use to describe your products, the problems they mention, and the features they highlight. These naturally occurring phrases are keyword gold.
Check Google Search Console.
If your store has been live for any length of time, Google Search Console’s Performance report shows you exactly which queries are already driving impressions and clicks to your site. Sort by impressions to find queries where Google is already showing your pages but you’re not yet ranking well. These are immediate optimisation opportunities.
Step 2: expand your list with free research methods.
Seed keywords are just the beginning. Now you need to expand them into hundreds of specific, actionable keyword opportunities.
Google autocomplete and “People also ask.”
Type each seed keyword into Google and note the autocomplete suggestions that appear. These are real queries that real people search frequently. Also scroll down to the “People also ask” section and the “Related searches” at the bottom of the page.
For example, typing “standing desk” into Google might reveal autocomplete suggestions like “standing desk Australia,” “standing desk converter,” “standing desk with drawers,” and “standing desk for tall person.” Each of those is a potential keyword to target.
Amazon search suggestions.
Amazon’s search bar is an underrated keyword research tool for any ecommerce store, even if you don’t sell on Amazon. When you type a product term into Amazon’s search bar, the autocomplete suggestions reflect what millions of shoppers are actually searching for when they’re in buying mode.
Amazon suggestions tend to be more product-specific and purchase-oriented than Google’s, making them particularly valuable for product page keywords.
Google Keyword Planner.
This free tool (available through a Google Ads account) shows estimated monthly search volume and competition levels. Enter your seed keywords and it returns hundreds of related keyword ideas with data to help you prioritise.
Pay attention to cost-per-click (CPC) data, not just search volume. High CPC usually indicates high commercial value, meaning advertisers are willing to pay more because those keywords convert well. Even if a keyword has moderate search volume, a high CPC signals strong buying intent.
Competitor analysis.
Search for your main product categories on Google and analyse the top-ranking pages. Look at the exact phrases they use in title tags, H1 headings, product descriptions, and category page content. Note subtopics they cover and questions they answer.
You’re not copying competitors. You’re identifying which keywords the market validates as important, then finding gaps where you can provide better, more comprehensive content.
Step 3: understand and classify search intent.
This is where many ecommerce stores go wrong. They find keywords with good search volume but assign them to the wrong pages, or target keywords where the intent doesn’t match their content.
How to check intent.
The simplest method: Google the keyword and look at what ranks. The search results tell you exactly what Google believes searchers want.
If the top 10 results are all product pages with prices and “add to cart” buttons, that’s transactional intent. Your product page should target this keyword.
If the results show category pages listing multiple products, that’s commercial intent. Your category page is the right fit.
If the results show blog posts, guides, and “how to” content, that’s informational intent. Don’t try to rank a product page for this keyword; create content instead.
Map keywords to page types.
Create a clear system for assigning every keyword to a specific page:
- Transactional keywords → Product pages (“buy leather laptop bag brown”)
- Commercial keywords → Category pages (“leather laptop bags,” “best laptop bags for work”)
- Informational keywords → Blog posts and guides (“how to care for a leather bag”)
- Navigational keywords → Homepage or brand pages (“YourBrand laptop bags”)
This mapping prevents cannibalisation and ensures every page has a clear purpose. For a deeper framework on how keyword mapping connects to product page ranking strategies and your blueprint for category page rankings, we’ve published detailed guides for each.
Step 4: prioritise keywords that drive revenue.
You’ll end up with hundreds of keyword ideas. You can’t target them all at once. Prioritisation separates stores that get results from those that spin their wheels.
The four-factor scoring system.
Evaluate every keyword against these four criteria:
Relevance: Does this keyword accurately describe a product or category you sell? If a keyword is only tangentially related, skip it regardless of volume.
Search volume: How many people search for this term monthly? Higher volume means more potential traffic, but don’t ignore lower-volume terms with strong buying intent.
Keyword difficulty: How competitive is this keyword? Newer or smaller stores should prioritise lower-difficulty keywords where they can realistically rank within 3-6 months.
Commercial value: Does this keyword indicate purchase intent? Keywords with high CPC in Google Keyword Planner typically have strong commercial value, even if their search volume is modest.
Target the low-hanging fruit first.
Low-hanging fruit keywords are terms with moderate search volume, low competition, and clear buying intent. These are where smaller and newer stores should focus first because they deliver results faster and build momentum.
For example, “waterproof hiking boots women’s wide fit” has far less competition than “hiking boots” and attracts a much more qualified buyer. For specific tactics on identifying these opportunities, our guide on quick wins with easy keywords walks through the entire process.
Don’t ignore long-tail keywords.
Long-tail keywords (three or more words) individually attract less traffic, but they convert at significantly higher rates because they match specific buyer needs. A store targeting 200 long-tail keywords with 50 searches per month each can generate 10,000 monthly visitors with purchase intent far exceeding what a single head term would deliver.
For a thorough approach to identifying and prioritising these terms, our guide on targeting long-tail search terms covers everything from discovery to implementation.
Step 5: conduct competitor keyword gap analysis.
Your competitors have already done years of keyword research for you, whether they realise it or not. Mining their rankings reveals proven keyword opportunities you might have missed.
Identify your real SEO competitors.
Your SEO competitors aren’t always the same as your business competitors. Search for your main category keywords and note which domains consistently appear in the top 10. These are the sites you’re directly competing with for organic visibility.
Sometimes you’ll find that your biggest SEO competitors are marketplaces (Amazon, eBay), publishers (review sites, buying guide sites), or stores in adjacent niches, not your direct business competitors.
Find the gaps.
The most valuable keywords are those your competitors rank for that you don’t. These represent proven demand that you’re currently missing. Look for patterns: are competitors ranking for entire subcategories you haven’t created pages for? Do they target product-specific long-tail terms you’ve overlooked? Are there question-based queries they answer in blog content that you haven’t addressed?
Analyse their content structure.
Pay attention to how competitors organise their keywords across different page types. Which keywords do they target on category pages versus product pages versus blog content? Their structure reveals what’s working in your market and helps you build a smarter keyword map.
If you’re looking to implement these keyword research strategies but don’t have the time or resources in-house, our ecommerce SEO agency Australia can handle the heavy lifting while you focus on growing your business.
Step 6: keyword mapping for ecommerce sites.
Once you’ve researched, classified, and prioritised your keywords, they need a permanent home. Keyword mapping is the process of assigning every target keyword to a specific URL on your site.
One primary keyword per page.
Each page should have one primary keyword that it’s trying to rank for. This keyword appears in the title tag, H1 heading, URL (ideally), meta description, and naturally throughout the content. Supporting keywords (close variations and related terms) strengthen the page’s relevance without creating separate competing pages.
For example, a category page might have:
- Primary keyword: “women’s running shoes”
- Supporting keywords: “running shoes for women,” “ladies running shoes,” “women’s road running shoes”
- Related long-tail terms: “best women’s running shoes for flat feet,” “lightweight women’s running shoes”
All of these are targeted on the same page rather than spread across multiple URLs.
Build a keyword map spreadsheet.
Create a spreadsheet with columns for: URL, primary keyword, supporting keywords, search volume, keyword difficulty, current ranking (if any), and content status. This becomes your SEO roadmap. Every time you create a new product, category, or blog post, check the map first to ensure you’re not creating cannibalisation issues.
Address cannibalisation immediately.
If two pages on your site target the same keyword, Google has to choose which one to rank, and it often chooses the wrong one. Audit your existing pages against your keyword map and consolidate where needed. Either redirect the weaker page to the stronger one or differentiate their keyword targets.
For a complete walkthrough on how keyword mapping connects to on-page optimisation, our optimisation framework for stores covers the full implementation process.
Step 7: keyword research for different ecommerce platforms.
Different platforms present different keyword research opportunities and challenges. Knowing your platform’s quirks helps you maximise the value of your research.
Shopify keyword considerations.
Shopify’s URL structure forces “/collections/” and “/products/” prefixes, which means you can’t create fully custom URLs. Focus your keyword optimisation on title tags, H1 headings, meta descriptions, and body content rather than URLs. Shopify also creates duplicate content through its collection-based product URLs, so canonical tags need to be configured correctly.
For platform-specific guidance, our Shopify SEO agency services are built around these exact challenges.
WooCommerce keyword flexibility.
WooCommerce on WordPress gives you full control over URLs, meta data, and page structure. Use this flexibility to create keyword-optimised URL slugs, custom category hierarchies, and structured product attributes that align with your keyword map.
Marketplace keyword research.
If you sell on Amazon, eBay, or other marketplaces alongside your own store, your keyword research should account for both channels. Marketplace search suggestions (especially Amazon autocomplete) reveal high-intent product keywords that are validated by actual buyer behaviour. These keywords are equally valuable for your own site’s product and category pages.
Step 8: seasonal and trend-based keyword research.
Ecommerce is inherently seasonal. Understanding when keywords peak in search volume helps you plan content, optimise pages, and stock inventory ahead of demand.
Use Google Trends for timing.
Google Trends shows you exactly when interest in a keyword rises and falls throughout the year. “Christmas gifts for dad” peaks in November-December. “Outdoor furniture” peaks in spring. “School supplies” surges in January (in Australia). Planning your keyword-focused content 2-3 months before peak season gives Google time to index and rank your pages before demand hits.
Monitor emerging trends.
New products, viral trends, and shifting consumer preferences create keyword opportunities that didn’t exist six months ago. Keep an eye on social media conversations, industry publications, and marketplace bestseller lists for early signals.
AI-assisted search is also creating new keyword patterns. As shoppers increasingly use conversational queries through tools like Google’s AI Mode and ChatGPT, the keywords they use are becoming longer and more natural-sounding. “Best budget wireless earbuds for commuting on the train” is a query that barely existed two years ago but reflects how people now search through AI interfaces.
Step 9: international keyword research for ecommerce.
If you sell to customers in multiple countries, your keyword research needs to account for language, cultural, and search behaviour differences across markets.
Same language, different keywords.
Australian, American, British, and New Zealand English shoppers use different terms for the same products. Australians search “thongs” for flip-flops. Americans search “sneakers” where Australians search “runners” or “trainers.” These aren’t just spelling differences; they’re completely different keywords with different search volumes.
Localise, don’t translate.
Even when targeting other English-speaking markets, run fresh keyword research for each region rather than assuming your Australian keywords will work overseas. Search volume, competition, and buyer intent can differ dramatically.
For stores expanding internationally, our guide on validating keywords for new markets covers the frameworks and tools that prevent costly mistakes.
Putting it all together: your keyword research action plan.
Keyword research isn’t a one-time task. It’s an ongoing process that evolves as your product catalogue grows, competitors shift, and search behaviour changes. Here’s a practical workflow to keep your research current and actionable.
Monthly: Check Google Search Console for new queries driving impressions. Identify terms where you’re ranking on page 2 (positions 11-20) as these are your best quick-win opportunities with minor optimisation.
Quarterly: Run a competitor gap analysis to find new keyword opportunities. Review your keyword map against your current rankings and update priorities. Research seasonal keywords for the upcoming quarter.
Annually: Conduct a full keyword audit. Remove or consolidate underperforming keyword targets. Research new product categories, emerging trends, and shifts in search behaviour.
Every keyword you find needs to be implemented effectively. That means crafting SEO product descriptions that naturally integrate your target terms, and building those keywords into your broader on-page strategy.
For a complete understanding of how keyword research connects to every other element of ecommerce SEO, our guide on mastering keyword research fundamentals provides the foundational knowledge that makes everything else click.
