Keyword Research for Ecommerce Products

At Lillian Purge, we specialise in SEO for Ecommerce, sharing how to do keyword research for ecommerce products.

Keyword research determines how potential customers find your products online. It’s the process of identifying the exact search terms people use when shopping for products like yours. For ecommerce, this isn’t just about traffic volume; it’s about relevance, intent, and competitiveness.

Choosing the right keywords helps your product pages appear in front of people who are ready to purchase. For example, someone searching “buy running shoes online” has stronger buying intent than someone searching “best running shoes review”. Knowing the difference allows you to optimise content for each stage of the buyer journey.

Understanding Keyword Intent

Every search query reveals intent. Before diving into data, it’s important to understand what kind of keywords best fit your goals.

1. Informational keywords: Used by people researching or learning, e.g., “how to clean leather boots”.

2. Navigational keywords: Used when people look for a specific brand or website, e.g., “Nike trainers”.

3. Transactional keywords: Used by people ready to buy, e.g., “buy waterproof hiking boots UK”.

For ecommerce, transactional and commercial keywords are the most valuable because they lead directly to sales. However, including informational keywords in your blog or content hub can capture users earlier in their buying process.

Step 1: Start with Seed Keywords

Seed keywords are the starting point of your research. These are the broad terms related to your products or categories. For example, if you sell skincare products, your seed keywords might include “moisturiser”, “serum”, and “sunscreen”.

Once you have your seed list, expand it by thinking about variations and related searches. Consider gender, size, colour, material, or occasion-based modifiers like “men’s moisturiser” or “vegan sunscreen”.

This brainstorming stage helps you understand how customers describe what you sell and sets the base for deeper research.

Step 2: Use Keyword Research Tools

To build on your initial ideas, use keyword tools that show search volume, competition, and trends. Platforms like Google Keyword Planner, Semrush, Ahrefs, or Ubersuggest can help you identify opportunities.

When reviewing results, focus on:

• Search volume: How many people search for that keyword each month.

• Keyword difficulty: How competitive it is to rank.

• CPC (cost per click): Useful for understanding commercial value.

• Trends: Whether interest is growing or declining.

Aim to mix high-volume keywords with long-tail, lower-competition terms that target niche buyers. For instance, “running shoes” may be too broad, but “trail running shoes for women” captures more specific intent.

Step 3: Analyse Competitors

Your competitors can reveal valuable keyword opportunities. Search for your main product terms on Google or Amazon and see who ranks highest. Then analyse their titles, meta descriptions, and product names.

You can also plug competitor domains into tools like Ahrefs or Semrush to discover which keywords drive traffic to their stores. Look for gaps where your competitors rank well but you don’t, and add those terms to your keyword strategy.

This approach ensures you’re not just guessing what customers search for but basing your strategy on real market data.

Step 4: Use Google Autocomplete and Related Searches

Sometimes, the most valuable insights come directly from Google’s own search suggestions. Type your product name into the search bar and note the autocomplete results. These suggestions are based on real user queries, making them highly relevant.

Scroll to the bottom of the results page to find “related searches”. These often reveal variations and long-tail keywords that can inspire new content or product titles.

For example, typing “wireless headphones” might show related searches like “wireless headphones with noise cancellation” or “best wireless headphones for running”. Both represent high-intent, product-driven keywords.

Step 5: Focus on Long-Tail Keywords

Long-tail keywords are longer, more specific phrases that typically have lower search volumes but higher conversion rates. In ecommerce, they’re often gold because they reflect strong purchase intent.

Examples include:

• “eco-friendly yoga mats UK”

• “leather laptop backpack for women”

• “organic cotton baby grows”

Targeting these phrases helps smaller or newer stores compete against large retailers dominating broad, high-volume terms.

Step 6: Map Keywords to Your Site Structure

Each keyword should have a clear purpose within your store. Once you’ve built your list, assign them to specific pages.

For example:

• Category pages: “women’s running shoes”

• Product pages: “Nike Air Zoom running shoes”

• Blog articles: “how to choose running shoes for long-distance running”

This mapping prevents keyword cannibalisation (where multiple pages compete for the same term) and helps Google understand your site hierarchy.

A logical structure might look like:
Homepage → Category (running shoes) → Sub-category (trail running shoes) → Product page (specific model).

Step 7: Evaluate Commercial Value

Not all high-traffic keywords are profitable. Assess each term for its commercial intent. Ask yourself: would someone searching for this phrase be ready to buy?

For instance, “best moisturiser for dry skin” might bring research-based traffic, but “buy moisturiser for dry skin UK” signals an immediate purchase opportunity.

Balancing intent and volume ensures your SEO strategy attracts visitors who are more likely to convert.

Step 8: Don’t Forget About Amazon and Other Marketplaces

Many ecommerce shoppers start their product searches directly on Amazon. Use Amazon’s search bar to find autocomplete suggestions, or tools like Helium 10 to analyse keywords specific to Amazon listings.

Understanding how customers search on different platforms gives you a more rounded strategy, especially if you sell across multiple channels.

Step 9: Monitor and Refine Regularly

Keyword research isn’t a one-time task. Search trends and customer behaviour change, especially in competitive industries. Review your keyword performance regularly through Google Search Console or analytics tools.

Track which keywords drive sales, not just traffic. Replace underperforming ones with new opportunities and adjust product titles, descriptions, or meta tags accordingly.

Step 10: Combine Keyword Research with On-Page SEO

Once you’ve identified your target keywords, integrate them naturally into your product titles, descriptions, headings, and image alt text. Write for users first, ensuring the content reads naturally while signalling relevance to search engines.

Avoid keyword stuffing, as it can harm readability and rankings. Instead, aim to use your primary keyword once in the title, once in the meta description, and a few times throughout the body text.

Expert Tips for Better Keyword Research

• Focus on seasonal trends, especially for gift-based or fashion products.

• Use customer reviews to uncover language and phrases buyers use.

• Segment keywords by buyer intent for better funnel targeting.

• Use filters in keyword tools to find “low difficulty, high intent” terms.

• Build content around question-based queries like “which”, “how”, and “best” to capture informational traffic.

Common Keyword Research Mistakes to Avoid

1. Targeting only high-volume keywords without considering competition.

2. Ignoring intent and focusing purely on traffic.

3. Using the same keyword on multiple pages.

4. Neglecting mobile search trends.

5. Forgetting to track and update your keyword performance.

Final Thoughts

Keyword research is one of the most powerful steps in ecommerce SEO. It helps you understand your customers, optimise your store for real buying intent, and compete more effectively online.

By combining smart keyword targeting with strong product pages, content, and site structure, you can build a strategy that attracts the right visitors and converts them into loyal customers.

At Lillian Purge, we help ecommerce businesses refine keyword strategies that align with real-world search data and measurable results. When you know what your customers are searching for, every page on your site becomes a potential conversion point.

You can also read How to optimise meta titles and descriptions for online shops and Writing product descriptions that rank and convert. More advice in our Ecommerce Hub