How to do Keyword Research for Ecommerce? 10 Step Winning Formula for 2025

Nearly 70% of all eCommerce sessions begin with a search query (Think With Google), yet most online stores still fail to get discovered.

This is the real reason why thousands of product pages sit untouched – no visibility, no clicks, no sales:

If your store isn’t showing up for the right keywords, shoppers never even reach your products.

And with competition rising in every niche, relying on guesswork or outdated keyword lists is the fastest way to stay invisible.

Every day you delay a solid keyword strategy, your competitors quietly capture the customers who should have been yours.

This guide shows you exactly how to do keyword research for eCommerce – from finding profitable buyer-intent terms to mapping them to categories, products, and content that actually convert.

By the end, you’ll know the same process top-performing eCommerce brands use to scale organic traffic and revenue.

Let’s get started.

TL;DR: The 10-Step eCommerce Keyword Research Workflow

1. Define seed keywords from your catalog, attributes, uses, and internal search.
2. Expand via tools and SERP mining (Autocomplete, People Also Ask, marketplaces).
3. Qualify by search volume, keyword difficulty, intent, CPC, and seasonality.
4. Cluster and de-duplicate to avoid cannibalisation.
5. Map clusters to product, category, blog, and landing pages.
6. Prioritise with an opportunity score (volume × intent × revenue fit ÷ difficulty × effort).
7. On-page optimise titles, URLs, H1/H2s, product descriptions, product titles, and schema.
8. Add internal links and collections (blog → category/product; category → product).
9. Track and iterate in Google Search Console, rank tracking, and analytics dashboards.
10. Scale with automation (clustering, dashboards, PIM/CMS rules, QA).

Why Is Ecommerce Keyword Research Important and How It Drives Sales

Keyword research for Ecommerce means finding and choosing the exact search terms shoppers use, then match each keyword with the right pages and content to turn visitors into buyers.

Unlike generic SEO keyword research, eCommerce SEO focuses on intent, product attributes, and measurable business impact (basically, sales).

To appear higher on every search engine page result, you must conduct effective keyword research that aligns with “how real customers shop online”.

Why it matters

• Intent depth: from awareness to commercial investigation to purchase.
• Product attributes: size, colour, material, model, brand, compatibility.
• Catalog scale: thousands of SKUs, variants, and filters.
• Revenue impact: margin, average order value, inventory, and cross-sell potential.

A good keyword strategy maps your customer journey:

In the eCommerce buyer journey, search intent evolves through three key stages – awareness, consideration, and transactional.

At the awareness stage, users search for general information, such as “how to choose running shoes,” indicating they are exploring options and learning what suits them the best.

During the consideration stage, searches become more specific, like “best lightweight running shoes for women,” showing that the shopper is comparing products and evaluating its features.

Finally, in the transactional stage, queries such as “buy Asics Gel-Nimbus 25 online” reflect strong purchase intent, where the user is ready to complete the transaction and therefore ranking for these keywords tend to be most profitable.

When you target the right keywords naturally and structure content around buyer intent, every search brings users closer to checkout – improving visibility across search engine results pages and driving measurable eCommerce growth.

Let’s begin with the step-by-step guide to conduct a comprehensive keyword research for your eCommerce brand.

Step 1. Begin the Keyword Research Process by Turning Your Catalog into Seed Keywords

Potential Sources for your Seed Keywords:

• Product catalog: names, models, SKUs, and variants (colour, size, finish).
• Attributes and use-cases: “for travel,” “for small kitchens,” “eco-friendly.”
• Customer pain points: found in reviews and return reasons.
• Internal site search: shows how customers describe your products.
• Top sellers and new arrivals: usually reflect high-intent demand.

SERP (Search Engine Results Page) and Marketplace Mining

• Use Google Autocomplete, People Also Ask, and Related Searches to uncover long-tails.
• Analyse competitor product listings on Amazon, Etsy, and Shopify to see what real sellers rank for.
• Study competitor titles, headers, and FAQs to discover gaps in your own listings.

Seed examples for a bag store:
“leather tote bag,” “vegan tote with zipper,” “office bag for women,” “laptop tote 15-inch.”

S2. Expand the List of Relevant Keywords Using eCommerce Keyword Research Tools (Tools + Techniques)

Research Tools and Data You Need

To find real shopper queries and to  appear higher on every search engine like Google, use research tools While conducting keyword research for your online store.

These solid keyword research tools can truly help you discover new keyword ideas, analyze competitors, keyword dificulty and identify SEO marketing keywords worth targeting for better visibility, rankings, and sales.

SERP Intelligence (Beyond Volume)

Go beyond volume data:

• Use & Scrape SERPs using modifiers like “best,” “cheap,” “under $50,” “near me.”

• Check review language for descriptive keywords (“sturdy,” “lightweight,” “non-stick”).
• Build long-tail keyword variations using product attributes and adjectives.

S3. Analyze Keyword Difficulty and Search Volume

Before chasing any keyword, evaluate it’s:

• Search volume: steady interest with realistic CTR potential.
• Keyword difficulty score: competition strength and backlinks of top results.
• Intent: whether users want information, comparison, or to buy.
• Revenue potential: margin, availability, and upsell paths.
• Seasonality: trends around holidays and shopping events.

Create a simple Opportunity Score:

(Volume × Intent Weight × Revenue Fit) ÷ (Difficulty × Effort)

This helps you focus on relevant keywords with the right balance of monthly search volume and keyword difficulty score,bringing both consistent traffic and high conversions.

S4. Cluster and De-Duplicate at Scale

When you have hundreds of related keywords for Ecommerce, clustering turns chaos into clarity.

Group keywords by intent and context so one page targets one clear topic.

Use keyword clustering software (or built-in features in tools like Semrush) to group similar terms automatically.

• Merge when SERPs overlap heavily.
• Split when SERP types differ (blog vs product).
• Maintain one master list per cluster to prevent cannibalisation.

S5. Map Keywords to Pages

Product Pages (Bottom of Funnel)

• Focus on transactional terms with strong buying intent.
• Use 1 primary and 2–3 supporting long-tails in titles, headings, and FAQs.
• Include key attributes (size, colour, material, price).
• Add Product schema with ratings and availability.

Example: “vegan leather tote bag with zipper,” “office tote bag for women,” “15-inch laptop tote.”

Category or Collection Pages (Mid Funnel)

• Target broader commercial terms like “women’s leather tote bags.”
• Add short introductory copy, buying FAQs, and internal links.
• Optimise filters and canonical tags for crawl efficiency.

Blog and Guides (Top Funnel)

• Publish listicles, comparisons, and how-tos around your category.
• Link to your own product and category pages for conversion flow.

S6. Prioritise with a Scoring Model

Not all keywords deserve equal effort.

Score each keyword cluster using your Opportunity Score, and include business metrics for every certain keyword to find the highest-value terms.

• Revenue fit: high-margin, popular, low-return products.
• Effort: content, photography, and development time.
• SERP landscape: number of ads and shopping results.
• Freshness: newer trends like “2025 best sellers.”

This helps you decide where to invest content, backlinks, or optimisation work first.

S7. On-Page Optimisation (Fast Wins)

Follow these quick rules for every money page to place keywords in these strategic locations and boost your SEO performance:

• Title tag: include your main keyword and key selling point.
• H1: match the page’s intent naturally.
• Meta description: summarise product benefit + proof (free delivery, warranty).
• URL: keep short, descriptive, and keyword-rich.
• Alt text: describe images clearly with relevant phrases.
• Schema: use Product, Review, and FAQPage markup.
• Internal links: connect related categories and products.

Good on-page SEO compounds over time, especially when paired with structured internal linking and optimized product titles and descriptions that support a solid SEO strategy.

S8. Track, Report, and Iterate

Keyword research doesn’t ends here, it’s an ongoing process of tracking performance and refining your strategy.

• Monitor queries and CTRs with reliable tools like Google Search Console.
• Use a rank tracker for daily/weekly position changes.
• Connect performance data to revenue by category and product type.
• Update quarterly with new seasonal terms and remove low performers.

Consistency, not one-off optimisation, builds authority and traffic growth.

S9. Automation and Operations (Do this if you have multiple SKUs)

For large catalogs:

• Use batch clustering in spreadsheets or scripts.
• Apply templated meta rules in your CMS for categories and filters.
• Manage faceted navigation by indexing only high-volume filters.
• Keep out-of-stock pages live with alternative recommendations.
• Maintain dashboards tracking ranking, clicks, and conversions per cluster.

Automation keeps enterprise-level eCommerce SEO efficient without losing precision.

S10. Advanced SEO Tactics That Move the Revenue

1. Review and UGC Mining

Mine product reviews and Q&A sections to extract adjectives, materials, and pain points.

Feed these into your keyword list or FAQ sections, they often contain untapped long-tail phrases.

2. Competitor Gap Analysis

Study competitor pages that outperform you.

Focus on keywords they rank for (but you don’t) and fill those gaps with stronger content or better page formats.

3. Voice and Conversational Queries

Add natural-language FAQs to support voice search.

Use schema markup to improve visibility in featured snippets and “People Also Ask.”

4. Seasonal and Trend Calendars

Plan campaigns around retail moments – Black Friday, Cyber Monday, Mother’s Day, Diwali.

Update category headings and meta data before each peak season.

Compare the Best eCommerce Tools for Keyword Research & On Page Optimisation

Mini Case Study For a Home & Kitchen Brand

The Challenge:

A mid-sized home & kitchen brand with 4,000 SKUs saw category pages stuck on page two.

Results Achieved within 90 Days of following the process:

1. +38% Increase in Organic Clicks on key category pages such as “foldable chairs for bedroom” and “Affordable Furniture.”
   
2. +62% Growth in Impressions for attribute-based keywords containing modifiers like “under $50” and “size large.”
   
3. 14 Keyword Clusters moved into Top 7 Google Positions, improving overall visibility and click-through rates.
   
4. 19% Increase in Revenue per Session from optimized category pages due to better keyword-targeted user journeys.
   
5. Average CTR improved by 21%, driven by more descriptive meta titles and rich FAQ snippets.
   
6. Page load time reduced by 0.8 seconds, contributing to longer user sessions and lower bounce rates.

Common Mistakes to Avoid

1. Chasing volume over intent: focus on transactional and buyer-intent keywords in Ecommerce
2. Keyword cannibalisation: multiple pages targeting the same term.
3. Ignoring category pages: mid-funnel queries convert extremely well.
4. No tracking: without dashboards, you can’t improve.
5. No updates: keyword trends shift fast, review quarterly.

By avoiding them, you can ensure your keyword research delivers consistent long-term growth.

FAQs

1. How many primary keywords should a product page target?

Aim for one main transactional keyword and two to three supporting long-tails (attributes, price, colour).

2. What’s a good keyword difficulty for a new store?

Low-to-medium difficulty keywords with clear buying intent are ideal starting points.

3.  How often should I update my keyword list?

Every quarter, plus before major sales seasons. Monitor keyword with high volume emerging terms in Google Search Console.

4. Do keywords differ for Amazon vs my site?

Yes, Amazon, keywords center on product research and purchase intent – focusing on features, models, and buyer-specific terms while you site can also rank for “best,” “comparison,” and guide queries.

5. What’s the difference between category and product keywords?

Category pages target broader commercial terms; product pages target specific transactional queries. Keep them separate to avoid overlap.

Conclusion

When it comes to keyword research for eCommerce, it is no longer about chasing volume but about mapping intent to conversions.

By building clusters, aligning them to product and category pages, and tracking performance, you transform SEO from guesswork into a predictable growth engine.

Start small: pick your top 10 categories, apply this process, and watch rankings—and revenue—climb.