How to Do a Proper Ecommerce Keyword Research -

If you run an online store, you already know one thing: traffic is everything. But not just any traffic — you need the right people landing on your product pages, ready to buy.

That’s where keyword research comes in.

Ecommerce keyword research is different from normal blog SEO. You’re not only targeting informational keywords; you’re also hunting for buying-intent keywords that drive revenue.

In this guide, we’ll walk through how to do a proper ecommerce keyword research that helps you rank, increase sales, and outperform competitors — even if you’re a beginner.

Why Ecommerce Keyword Research Matters

For ecommerce, keyword research directly impacts:

Your category page rankings
Your product discoverability
Your ad campaign performance
Your organic traffic
Your overall conversions

Important Stat:

According to Backlinko, 27.6% of all clicks go to the #1 Google result.
This means if you’re not ranking on top for your main product keywords, you’re giving away customers to competitors.

Step 1: Understand User Intent Before Choosing Keywords

This is the foundation of ecommerce keyword research.

There are four main search intents:

1. Informational Intent:

These users want answers.
Example: “how to clean white shoes”

2. Navigational Intent:

Looking for a brand or site.
Example: “Nike official store”

3. Commercial Intent:

Comparing products before purchase.
Example: “best running shoes for men”

4. Transactional Intent:

Ready to buy.
Example: “buy men’s running shoes online”

For ecommerce ranking, the most profitable keywords are:

Commercial keywords
Transactional keywords

These drive direct sales.

Step 2: Start With Your Product List (Seed Keywords)

Every ecommerce keyword research begins with a simple list:

Product names
Product variations
Categories
Models
Features
Materials
Colors
Sizes
Use cases

Example for a shoe store:

Seed keywords might be:

men’s running shoes
lightweight sports shoes
waterproof hiking boots
leather formal shoes

These are your base keywords from which thousands of opportunities grow.

Step 3: Analyze Competitor Keywords

Competitors are your biggest shortcut.

Instead of guessing, spy on what’s already working in your niche.

Tools to use:

Ahrefs
SEMrush
Ubersuggest
Moz
SpyFu

Look at:

Their product page keywords
Their category page keywords
Keywords where they rank but you don’t
Their PPC keywords (high-profit terms)

This gives you a list of proven keywords already making sales for someone else.

Step 4: Use Amazon Suggest & eCommerce Platforms for Keyword Ideas

Amazon is the world’s biggest ecommerce search engine.

Type your seed keyword into Amazon search — you’ll see auto-suggestions based on real buyer searches.

Example:
Typing “running shoes men” shows:

running shoes men lightweight
running shoes men best seller
running shoes men breathable
running shoes men wide fit

These are high-intent, buyer-friendly keywords perfect for ecommerce SEO.

Also check:

eBay search
Etsy search
Walmart search

These platforms reveal what customers want right now.

Step 5: Use Google Keyword Tools Strategically

Tools to expand keywords:

Google Keyword Planner

Great for search volume + cost-per-click (CPC).

Google Autocomplete

Gives long-tail keyword ideas.

Step 6: Find Long-Tail Keywords That Convert Better

Long-tail keywords are longer, more specific phrases with lower competition.

Examples:

Instead of:
❌ “running shoes” (too broad)

Use:
✔ “best running shoes for beginners men”
✔ “men’s lightweight running shoes for marathon”
✔ “running shoes for flat feet men online”

Long-tail keywords:

Attract targeted buyers
Have higher conversion rates
Are easier to rank
Bring motivated shoppers

For ecommerce, long-tail keywords outperform generic ones in both traffic quality and revenue.

Step 7: Examine Keyword Difficulty and Search Volume

A proper ecommerce keyword strategy requires a balance:

High Search Volume + Low Competition = Best Option

Look for:

Easy-to-rank keywords
Keywords with decent traffic
Keywords with buying intent
Keywords competitors missed

Tools like Ahrefs & SEMrush show:

Keyword difficulty (KD)
Search volume
CPC (shows commercial value)

Pro Tip:

Keywords with high CPC usually convert extremely well.

Example:
If “waterproof hiking boots men” has a high CPC, it means advertisers are bidding for it — which indicates buyers spend money on it.

Step 8: Cluster Keywords by Pages

A big mistake ecommerce owners make is targeting too many keywords with one page.

Instead, you should cluster keywords.

Example keyword cluster:

Main Keyword:

men’s running shoes

Supporting Keywords:

men’s running shoes breathable
lightweight running shoes men
best running shoes for men 2025
running shoes for beginners men

These clusters help you:

Strengthen topical relevance
Avoid duplicate content
Boost category rankings
Improve internal linking

One product page should focus on one primary keyword + a few supporting keywords.

Step 9: Integrate Keywords Into the Right Ecommerce Sections

Once you have your keyword list, inject them naturally into:

Product Titles:

Example:
“Men’s Lightweight Running Shoes for Marathon – Breathable & Cushioned”

Product Descriptions:

Use keyword variations naturally.

Category Pages:

Google loves category pages — they often outrank product pages.

URL Structure:

Use clean URLs like:
/mens-running-shoes-lightweight/

Image Alt Text:

Helps Google understand product visuals.

FAQs:

Use long-tail and question keywords.

Internal Linking:

Link related products and categories.

When keywords are placed properly, your store becomes easier for Google to understand and rank.

Step 10: Track and Refine Keyword Performance

Keyword research is not a one-time task.

Use tools to track:

Rankings
Click-through rate (CTR)
Search impressions
Conversions
Revenue from keywords

If a keyword brings traffic but not sales → remove or optimize.
If a keyword brings sales but low traffic → scale it.

Fact:

According to Google, 53% of shoppers do research online before buying.
This means ranking for both informational & transactional keywords is essential.