When running an ecommerce business, one of the most important factors for success is how easily your customers can find your products online. This is where ecommerce keyword research plays a critical role. By identifying the specific keywords your target audience is using, you can customize your content quality and product listings to match what they’re searching for. This helps drive more relevant traffic to your website, increasing the chances of converting visitors into buyers.
But it’s not just about getting more visitors. The real goal is to use keyword research for ecommerce to boost your sales and rank higher than your competitors. If you can choose the right keywords, you’ll not only improve your search engine rankings but also ensure that your website is visible to the right audience—people who are ready to make a purchase.
Alright, before we head to the detailed ecommerce keyword research strategies to boost sales and know how to outrank competitors. If you don’t know how to conduct keyword research for SEO? I have written a blog on this where I have shared my strategies, step-by-step guide for keyword research, and strategies to integrate keywords into content.
Why Choosing the Right Keywords Can Help You Rank Higher Than Competitors
The ecommerce space is highly competitive, with many online stores vying for the same audience. To get ahead, it’s not enough to use generic keywords; you need to target specific, long-tail keywords that reflect what your customers are actively looking for. When you focus on well-researched keywords that match user intent, you’re more likely to rank higher than your competitors and attract buyers who are further along in the buying process. This strategic approach ensures you’re not just getting traffic but attracting visitors who are ready to buy.
What Is Ecommerce Keyword Research?
Ecommerce keyword research is the process of finding the specific search terms that potential customers use when they’re looking for products online. The main purpose of this type of research is to optimize your ecommerce website and product pages so that they appear in search engine results when users search for related products. It helps you understand what terms are being used by your audience, allowing you to create content, product descriptions, and marketing campaigns that match those queries.
How Ecommerce Keyword Research Differs from Traditional Keyword Research?
Unlike traditional keyword research, which may focus more on informational content or general searches, ecommerce keyword research is product-focused. It’s all about identifying product-specific and category-specific keywords that your target audience is searching for when they’re ready to make a purchase. For example, instead of focusing on a broad keyword like “best running shoes,” ecommerce keyword research would target more specific phrases like “buy men’s running shoes size 10” or “affordable women’s running shoes for marathon.”
In ecommerce, the goal is to find keywords that not only match what your audience is searching for but also reflect buyer intent—meaning that the customer is actively looking to purchase. This is crucial because ranking for the right keywords can lead directly to higher sales.
Importance of Product-Specific and Category-Specific Keywords in Ecommerce
In ecommerce, product-specific keywords are terms directly related to the individual products you sell. These are usually more precise, like “wireless noise-canceling headphones” or “organic cotton baby clothes.” Category-specific keywords, on the other hand, are broader terms that describe entire categories of products, such as “electronics” or “women’s clothing.”
By targeting both product-specific and category-specific keywords, you can attract a wide range of customers—from those browsing for ideas to those ready to buy. A balanced keyword strategy helps ensure your site gets traffic from various stages of the buying journey, improving both visibility and sales.
Why Is Keyword Research So Important for Ecommerce Content?
Keyword research is the foundation of any successful ecommerce strategy. It helps you understand what your potential customers are searching for and allows you to customized your content and product listings accordingly. In the crowded online marketplace, it’s not enough to list products; you need to ensure they’re easily discoverable by people who are actively looking for them. By using targeted keywords, you’re aligning your website with search engines like Google and your audience’s search behavior. This increases the chances of driving relevant traffic and turning visitors into paying customers.
Also read | Importance of Keyword Research for SEO
How the Right Keywords Make Your Products More Discoverable
When you use the right keyword research for ecommerce website, you make your products more easily discoverable to your audience. Search engines like Google rely on keywords to match user queries with relevant pages, and if your product pages are optimized with the right keywords, they are more likely to show up in search results. For example, if you sell eco-friendly cleaning supplies, using keywords like “natural cleaning products” or “non-toxic cleaners” will help your products appear when people search for these terms.
The Link Between Search Intent and the Buyer’s Journey in Ecommerce
One of the biggest factors in ecommerce keyword research is understanding search intent—the reason behind a user’s search. Customers are at different stages of their buyer’s journey, from just researching products to being ready to make a purchase. The keywords they use reflect where they are in this process.
For instance:
- Someone using the keyword “best running shoes” may be in the research phase (informational intent).
- A search for “buy running shoes online” indicates they are ready to purchase (transactional intent).
By aligning your keyword strategy with search intent, you can create content and product pages that meet your audience’s needs at every stage of their journey, increasing the likelihood of conversion.
How Targeted Keywords Improve Search Engine Rankings and Increase Sales?
By using targeted keywords—specific, relevant terms that match what your audience is looking for—you can improve your search engine rankings. The higher your ecommerce website ranks in search results, the more traffic you will get. And if those visitors are finding exactly what they need, they’re much more likely to buy from you.
For example, if you optimize your website for a long-tail keyword like “organic baby clothes free shipping,” not only are you targeting a specific audience, but you’re also likely to face less competition than with broader keywords. This means you’ll rank higher, get more clicks, and ultimately, drive more sales.
Choosing the Right Ecommerce Keywords
Choosing the right keywords for your ecommerce business is a critical step that can make or break your online success. It’s not just about finding popular search terms—it’s about selecting keywords that are relevant to your products, align with customer intent, and have the potential to drive traffic that converts into sales. The wrong keywords can bring irrelevant traffic, which won’t help your business, while the right ones can ensure you’re reaching the right audience at the right time.
1. Keywords Relevance
Why Relevance Matters
When it comes to ecommerce keyword research, relevance is everything. Your keywords need to closely match the products or services you’re offering. If your keywords are too broad or unrelated to your actual products, you may attract visitors who won’t convert because they’re not really interested in what you’re selling.
For example, if you sell high-end office chairs, targeting the keyword “cheap office chairs” may drive traffic, but that audience is looking for something you don’t offer. This mismatch leads to high bounce rates and missed sales opportunities.
How to Avoid Irrelevant Traffic That Won’t Convert
To avoid irrelevant traffic, focus on specific, product-related keywords. Use keywords that describe your products accurately and avoid being too general. If your business offers niche products, this is even more important, as it allows you to target the right customers who are more likely to purchase.
2. Keywords Search Intent
Types of Search Intent in Ecommerce
Understanding search intent—what the user is trying to accomplish with their search—helps you target the right keywords and content. In ecommerce, there are three main types of search intent:
- Informational: When users are looking for general information, like “what is the best office chair for back pain?”
- Navigational: When users are looking for a specific website or brand, like “IKEA office chairs.”
- Transactional: When users are ready to make a purchase, searching for keywords like “buy ergonomic office chair.”
Aligning Product Pages and Content with the Right Search Intent
Your product pages should align with transactional intent, as these users are closer to making a purchase. However, it’s also important to have content that caters to informational searches, as these users are in the research phase and could be future customers. By creating blog posts, guides, or FAQs targeting informational keywords, you can capture these users early in their journey and guide them toward a purchase later.
3. Keywords Search Volume
Why High Search Volume Alone Isn’t Enough for Ecommerce Success
While it’s tempting to go after high-volume keywords, this approach doesn’t always lead to success. High search volume keywords often come with fierce competition, and targeting them can make it hard for your ecommerce site to rank, especially if you’re a smaller business.
Moreover, high-volume keywords can be too broad to convert well. For example, a term like “office chairs” may bring in traffic, but these visitors may not be ready to buy or may be looking for something different than what you offer.
Balancing High-Volume vs. Niche Keywords for Long-Term Growth
A better approach is to balance high-volume keywords with niche or long-tail keywords that may have lower search volume but are more specific and likely to convert. For instance, “ergonomic office chairs for back pain” may have fewer searches, but it’s more targeted and can attract users who are ready to make a purchase.
4. Keyword Difficulty (Competition)
Understanding Keyword Difficulty and How It Impacts Your Chances of Ranking
Keyword difficulty measures how hard it is to rank for a particular keyword. Highly competitive keywords (like “laptops”) are difficult for new or smaller sites to rank for because larger, well-established sites dominate the search results.
How to Find Low-Competition Keywords That Can Still Drive Valuable Traffic
Look for low-competition keywords using tools like SEMrush or Ahrefs. These are often long-tail keywords that bigger brands may overlook. For example, instead of trying to rank for “running shoes,” aim for more specific terms like “lightweight running shoes for flat feet.” These low-competition keywords can drive traffic that’s more likely to convert, giving your site a better chance to rank.
Ecommerce Keyword Research Strategies to Boost Sales
Finding the right keywords is only part of the strategy. You also need a clear plan for using those keywords effectively to boost sales and outrank competitors. The following strategies will help ensure you get the most out of your ecommerce keyword research efforts.
1. Focus on Long-Tail Keywords
Why Long-Tail Keywords Convert Better in Ecommerce
Long-tail keywords are specific search phrases, usually three or more words, that target niche segments of the market. In ecommerce, these keywords often convert better because they attract customers who know exactly what they’re looking for. Someone searching for “leather office chair with lumbar support” has a clear intent and is likely closer to making a purchase compared to someone searching for “office chairs.”
How to Identify and Target Long-Tail Keywords for Product Pages
You can identify long-tail keywords by using tools like Google’s autocomplete feature, SEMrush, or Ubersuggest. Once you find these keywords, incorporate them naturally into your product titles, descriptions, and meta tags to ensure your product pages are optimized for these specific searches. This increases the chances of ranking for long-tail searches and attracting highly qualified traffic.
2. Optimize Product Pages with Targeted Keywords
How to Incorporate Keywords Naturally into Product Titles, Descriptions, and Meta Tags
For ecommerce, it’s crucial to optimize your product pages using your targeted keywords. This means including your main keywords in:
- Product titles (e.g., “Ergonomic Leather Office Chair with Lumbar Support”)
- Descriptions (write a detailed product description using the keyword naturally)
- Meta tags (this includes the title tag, meta description, and alt text for images)
Avoid keyword stuffing, though. The keywords should fit naturally into the content, offering helpful information to both search engines and potential buyers.
Using Synonyms and Related Terms to Capture Broader Search Traffic
It’s important to use synonyms and related terms to capture a wider range of searches. For example, if your main keyword is “ergonomic office chair,” you might also include phrases like “comfortable office chair” or “office chair for back pain” in your content. This helps you rank for a variety of related searches without overusing a single keyword.
3. Create Content Hubs for Product Categories
Creating content hubs is a powerful way to improve your ecommerce site’s SEO. A content hub is a centralized section on your site where all the information related to a specific category of products is organized. For example, if you sell sports gear, you could create hubs around categories like “Running Shoes” or “Fitness Apparel.”
How to Boost SEO with Well-Structured Content Hubs
By organizing your site into product categories with keyword-rich descriptions and links to relevant blog posts or product pages, you create a clear and logical structure for both users and search engines. This helps search engines understand the hierarchy of your site and can lead to higher rankings.
For example, within your “Running Shoes” content hub, you can create keyword-rich descriptions like “Best running shoes for beginners” or “Lightweight running shoes for marathon runners,” which match search intent and attract targeted traffic.
Using Keyword-Rich Category Descriptions and Internal Linking to Improve Rankings
Each category page should have a well-written, keyword-rich description that targets relevant ecommerce keyword research terms. Internal linking to subcategories, product pages, and blog posts further strengthens the SEO of your content hubs and guides visitors to different parts of your site, improving their experience and boosting rankings.
4. Use Keywords for Seasonal and Trending Products
In ecommerce, seasonality and trends play a huge role in consumer behavior. During holidays or specific seasons, demand for certain products spikes. It’s crucial to identify seasonal keywords and trending products to capitalize on these opportunities.
How to Identify Seasonal Keyword Trends and Capitalize on Them
To stay ahead of your competitors, use tools like Google Trends or keyword research tools like SEMrush or Ahrefs to spot emerging trends. For example, leading up to the winter holidays, keywords like “Christmas gifts” or “holiday sales” see a significant rise in search volume. By optimizing your product pages and blog posts with these keywords, you can capture this seasonal traffic.
Adjusting Your Keyword Strategy Based on Current Ecommerce Trends
Aside from seasonality, ecommerce trends change frequently. Keeping up with trending products or keywords like “sustainable fashion” or “wireless earbuds” can help you update your keyword strategy. Make sure your product listings, blogs, and content hubs reflect these trends to remain competitive.
How to Outrank Competitors Using Keyword Research
Outranking competitors in the ecommerce space isn’t just about having better products. It’s about using ecommerce keyword research to strategically position your site ahead of others. Let’s look at how you can leverage keyword research to rise above your competition.
1. Conduct Competitor Keyword Analysis
One of the best ways to get an edge over your competitors is to analyze the keywords they are targeting. By using tools like Ahrefs or SEMrush, you can discover which keywords your competitors rank for and identify potential gaps in their strategies.
Tools for Identifying Competitor Keywords
With keyword tools like SEMrush or Ahrefs, you can input your competitor’s website and get a list of the keywords they’re ranking for. This allows you to find high-performing keywords you may not have thought of, as well as long-tail keywords that can attract more specific traffic.
How to Spot Gaps in Your Competitors’ Strategies and Use Them to Your Advantage
Look for gaps where your competitors might be underperforming. For instance, they may not be targeting long-tail keywords or seasonal terms effectively. If you find a gap, fill it by creating content or optimizing product pages around those keywords, giving you a chance to capture traffic they’re missing out on.
2. Leverage User-Generated Content and Reviews
User-generated content (UGC), like customer reviews and Q&A sections, can significantly enhance your keyword strategy. This kind of content naturally includes keywords that real users search for, especially long-tail keywords that reflect how customers talk about your products.
How Reviews, Q&A Sections, and User-Generated Content Can Help You Rank for Long-Tail Keywords
Reviews often contain detailed language that mirrors how potential buyers search. For instance, a review might say, “This wireless mouse works great for gaming,” which can help you rank for long-tail keywords like “best wireless mouse for gaming.” Encouraging customers to leave detailed reviews, especially for niche products, can improve your rankings for such specific searches.
Incorporating Customer Questions and Language Into Your Product Content
You can also take customer questions from your Q&A sections and weave them into product descriptions or blog posts. For example, if several customers ask about product sizing, you could create a guide like “How to Choose the Right Shoe Size,” optimizing it with relevant keywords.
3. Optimize for Mobile and Voice Search
As more shoppers browse and buy through their smartphones, optimizing your ecommerce site for mobile and voice search is vital. With the rise of voice assistants like Alexa and Google Assistant, conversational keywords that match how people speak are becoming more important.
Why Mobile and Voice Search Optimization Is Crucial for Outranking Competitors?
Google has shifted to a mobile-first indexing approach, which means your site’s mobile version is prioritized for rankings. If your site isn’t optimized for mobile, you risk losing potential customers. In addition, more people are using voice search to find products, and these searches often use natural, conversational language. By targeting keywords that reflect how people speak, such as “best running shoes for women under $100,” you can capture a growing segment of mobile and voice searchers.
4. Improve Site Speed and UX for Better Rankings
Site speed and user experience (UX) are increasingly important for both search rankings and customer satisfaction. A slow website not only frustrates visitors but can also cause your site to drop in rankings.
How Slow Loading Times Can Impact Rankings and Sales
Google considers site speed as a ranking factor. If your ecommerce site takes too long to load, users are likely to leave before making a purchase. This increases your bounce rate and hurts your rankings. Improving your site’s speed can lead to higher engagement, better search engine performance, and more conversions.
Optimizing Your Ecommerce Site’s User Experience for Better SEO Performance
User-friendly navigation, fast page loading times, and clear calls to action can enhance the overall shopping experience. Ensure your site is easy to browse on both desktop and mobile devices, and optimize product pages with clear descriptions, attractive images, and easy-to-navigate menus to encourage users to stay longer and explore more.
Step-by-Step Guide to Ecommerce Keyword Research
Conducting ecommerce keyword research is a crucial process for making sure your online store attracts the right audience. By following these steps, you can discover relevant keywords that will help you rank higher, drive targeted traffic, and ultimately boost sales.
Step 1: Make a List of Seed Keywords
The first step in keyword research for ecommerce is to brainstorm a list of seed keywords. Seed keywords are basic terms directly related to your products or services. These are usually short, simple words or phrases that represent what your business is about. For example, if you sell electronics, seed keywords could include “laptops,” “smartphones,” or “wireless headphones.”
How to Use Tools Like Google Keyword Planner and Ubersuggest for Initial Ideas?
Tools like Google Keyword Planner and Ubersuggest can help you expand your list of seed keywords by offering suggestions based on what users are searching for. Simply enter your seed keywords into these tools, and they will provide you with related keywords that are commonly searched online. This is a great way to find terms that are both relevant and popular among your target audience.
Step 2: Generate a List of Keyword Ideas
Once you have a list of seed keywords, it’s time to generate a more extensive list of related keywords. This involves digging deeper into what potential customers are searching for.
Expanding Your List with Tools (Ahrefs, SEMrush, AnswerThePublic, etc.)
To get a more comprehensive view of the keywords your audience uses, you can use advanced tools like Ahrefs, SEMrush, and AnswerThePublic. These platforms allow you to find variations of your seed keywords, long-tail keywords, and even phrases that your competitors are targeting. For example, if your seed keyword is “wireless headphones,” you might discover related keywords like “best wireless headphones for running” or “affordable wireless earbuds.”
How to Use Amazon and Competitor Sites for Additional Keyword Inspiration
Another effective method is to look at sites like Amazon or your competitor’s websites. Search for similar products, and check out how they structure their product titles and descriptions. Customer reviews and Q&A sections on these sites are also gold mines for understanding how real users describe and search for products, giving you additional keyword ideas.
Step 3: Filter by Relevance, Difficulty, and Search Volume
After generating a list of potential keywords, the next step is to filter them based on relevance, difficulty, and search volume. Not all keywords are worth pursuing, so this step ensures you’re targeting the most effective ones.
Filtering Out Irrelevant or Overly Competitive Keywords
You want to focus on keywords that are closely related to your products and avoid those that are too broad or irrelevant. For example, if you sell luxury home furniture, a keyword like “cheap furniture” wouldn’t be a good match. Similarly, you’ll need to filter out keywords that are too competitive, meaning larger brands are dominating the search results, making it difficult for your ecommerce site to rank.
Prioritizing Keywords That Are Both Achievable and Valuable
Look for a balance between keywords that have a reasonable search volume but aren’t overly competitive. Tools like Ahrefs and SEMrush provide metrics like keyword difficulty (KD) and search volume to help you evaluate which terms are achievable and likely to drive valuable traffic to your website.
Step 4: Analyze Search Intent
Search intent is the reason behind a user’s search query. When doing keyword research for ecommerce, it’s essential to match your keywords with the right type of content, whether it’s a product page, blog post, or category page.
Matching Keywords with the Right Type of Content
Not every keyword is meant for a product page. Some keywords, especially those with informational intent, may be better suited for blog posts or buying guides. For example, someone searching for “how to choose the best wireless headphones” is likely looking for educational content, not a direct product page. On the other hand, keywords like “buy wireless headphones” show transactional intent, meaning the user is ready to make a purchase, so your product page would be a perfect match.
Ensuring That the User’s Intent Aligns with Your Offerings
By analyzing search intent, you can ensure that the content you create aligns with what users expect to find. This not only improves your ranking on search engines but also increases the likelihood of conversions, as you’re serving users with content that matches their needs.
Best Tools for Ecommerce Keyword Research
Choosing the right tools for ecommerce keyword research can make all the difference in finding profitable keywords and outranking your competitors. Some tools are free, while others are paid, each offering different features to help you identify valuable keywords and trends.
A Rundown of Both Free and Paid Tools (SEMrush, Ahrefs, Moz, Ubersuggest, etc.)
There are a variety of tools available to help with ecommerce keyword research:
- SEMrush and Ahrefs are among the most popular paid tools, offering in-depth keyword data, competitive analysis, and the ability to track rankings over time.
- Moz is another paid option that provides keyword suggestions, difficulty scores, and link analysis.
- Ubersuggest is a freemium tool, offering both free and paid plans, making it a good choice for businesses on a budget.
- Google Keyword Planner is a free tool, ideal for initial keyword discovery, though it lacks some of the advanced features of paid tools.
Each tool has its strengths, so the best choice depends on your budget and specific needs.
How to Use Google Trends for Ecommerce Keyword Trends
Google Trends is a free and easy-to-use tool that can help you identify rising trends in your niche. By analyzing how search interest for certain terms fluctuates over time, you can adjust your keyword strategy to align with seasonal or trending products. For instance, if you notice that searches for “waterproof jackets” spike in the fall, you can prepare your SEO and PPC campaigns accordingly.
The Pros and Cons of Free vs. Paid Keyword Research Tools
While free tools like Ubersuggest and Google Keyword Planner are great for basic keyword research, they lack some of the advanced features of paid tools. Paid tools like SEMrush and Ahrefs provide deeper insights into metrics like keyword difficulty, backlinks, and competitor data, making them a better choice for ecommerce businesses looking to get a competitive edge. However, they can be costly, especially for small businesses, so you’ll need to weigh the benefits against the investment.
Common Keyword Research Mistakes in Ecommerce
Even with a solid strategy in place, it’s easy to make mistakes when doing ecommerce keyword research. Being aware of these common pitfalls can save you time and ensure your efforts are rewarded with better rankings and increased sales.
Ignoring Long-Tail Keywords
One of the biggest mistakes in keyword research for ecommerce is neglecting long-tail keywords. Long-tail keywords are more specific, often lower in search volume, but they target customers who are ready to make a purchase. For instance, “best leather jackets for winter” is far more specific than just “leather jackets” and can lead to higher conversion rates. Focusing only on short, broad keywords may attract visitors, but they might not be as likely to convert.
Relying Only on High-Volume, High-Competition Keywords
While high-volume keywords may seem appealing, they often come with stiff competition. If you’re a smaller ecommerce site, it can be incredibly difficult to outrank larger competitors using these terms. Instead, balance your strategy by including a mix of high-volume and lower-competition keywords. Tools like Ahrefs or SEMrush can help you find keyword research for ecommerce website terms with manageable competition levels.
Failing to Consider User Intent or Search Intent
Understanding search intent is critical in how to do keyword research for ecommerce. If you target keywords that don’t match what the user is actually looking for, you’ll see a high bounce rate and few conversions. For example, if a user is searching for “buy electric scooter,” but your page focuses on information about scooters rather than selling them, you’ll miss out on a potential sale. Always align your content with the intent behind the search query.
Not Updating Keyword Strategies Based on Trends and Data
The ecommerce landscape is constantly evolving, and failing to update your keyword strategy can result in missed opportunities. Make sure you use tools like Google Trends and ecommerce keyword research tool to keep track of changing search behaviors. Seasonal trends, new products, or shifts in consumer interest can all impact your keyword strategy, and staying current will ensure you continue driving relevant traffic to your site.
Conclusion
Effective ecommerce keyword research is an ongoing process that requires a balance of relevance, search intent, and strategic keyword selection. By choosing the right keywords and applying them across your product pages and content, you can improve your search rankings, increase traffic, and boost sales.
Remember, the key takeaways include focusing on long-tail keywords, understanding search intent, and regularly updating your keyword strategy based on data and trends. Continuous optimization is the key to staying competitive and ensuring long-term success for your ecommerce business. With the right keyword research strategy for ecommerce, you’ll not only rank higher but also attract the right customers who are ready to buy.
By applying these strategies and keeping an eye on market trends, you can ensure sustained growth in both sales and rankings.
