Ecommerce Keyword Research: A Practical Guide

What Is Ecommerce Keyword Research? 

Ecommerce keyword probe is the signifier of identifying and analyzing applicable hunt presumption for an online store.

You tin past make oregon update merchandise pages to fertile for each keyword successful hunt motor results. That way, radical searching for these products mightiness sojourn those merchandise pages and go customers.

Why Ecommerce Keyword Research Matters

Ecommerce keyword probe helps your merchandise pages look much prominently successful hunt engines to summation integrated postulation from search. 

This accrued postulation tin construe to much income down the line.

Keyword research for ecommerce tin besides assistance you:

• Stay up of the competition. Identify hunt presumption your competitors mightiness not fertile for to seizure untapped marketplace opportunities.
• Improve marketplace share. Find hunt presumption your competitors fertile for that you don’t truthful you tin seizure postulation from your rivals.
• Optimize advertizing spend. Uncover low-competition keywords for your search ads to little advertizing costs.
• Improve idiosyncratic experience. Determine wherefore radical hunt for keywords (also known arsenic search intent) and tailor your contented and merchandise offerings to lucifer each keyword’s intent. That way, tract visitors find what they’re looking for and person a affirmative idiosyncratic experience.

What to Look for successful Ecommerce Keywords

When doing ecommerce keyword research, look for a premix of the pursuing characteristics:

• Commercial oregon transactional intent: People searching for transactional oregon commercialized keywords are either looking to bargain oregon volition beryllium soon. Targeting these keywords lets you link with users who are astir acceptable to marque a purchase.
• Specificity: Long-tail keywords are highly circumstantial hunt queries that tin pull your perfect customers. For example, “grain-free canine treats” appeals to buyers seeking a peculiar benignant of product. While “chicken-free canine treats” targets a antithetic niche.
• Feasibility: Focus connected keywords with manageable keyword difficulty (i.e., debased to mean competition) and tenable search volume. These keywords are mostly easier to fertile for and much apt to thrust traffic.
• Commercial relevance: Choose keywords that straight lucifer your products oregon services. For example, “organic canine treats” works if you merchantability them, portion unrelated presumption similar “how to groom a dog” won’t thrust sales.

In summation to wide terms, see keywords featuring your marque sanction oregon products (e.g., “Riley’s integrated canine treats”). These branded keywords seizure involvement from customers who are already acquainted with the marque and acceptable to buy.

How to Find Relevant Keywords for an Ecommerce Brand

1. Make a List of Seed Keywords

Seed keywords are broad, foundational presumption straight related to your concern oregon products. They correspond the starting constituent for your ecommerce keyword research.

If you merchantability yoga gear, “yoga mat,” “yoga equipment,” and “yoga accessories” mightiness beryllium your effect keywords. Because these presumption seizure what your concern offers successful wide terms.

Brainstorm effect keywords and jot them down to usage successful the adjacent step.

2. Generate a List of Keyword Ideas

Generate a database of applicable keyword ideas utilizing your effect keywords.

Enter your effect keyword into a keyword instrumentality to get related keywords and keyword data.

For example, Google’s escaped Keyword Planner helps you find keywords.

Enter 1 of your effect keywords into the instrumentality to get a database of related keywords. Along with each keyword’s mean monthly searches, contention level, advertisement content share, and apical of leafage bid (high and debased range).

Or usage Semrush's Keyword Magic Tool to get a much broad database of keywords with much keyword information and much circumstantial hunt volumes.

Here’s however to usage it:

Enter a effect keyword and your domain into the tool. Choose your state and click “Search.”

The Keyword Magic Tool volition instrumentality a database of keyword ideas based connected your effect keyword.

Pay attraction to the pursuing columns:

• Intent tells you what searchers privation erstwhile they look up a circumstantial keyword
• Volume tells you however galore searches a keyword gets per month
• PKD % or Personal Keyword Difficulty tells you however hard it volition beryllium for your website to fertile successful the apical 10 connected the hunt motor results leafage (SERP)

3. Use the Filters to Narrow Down Your List

Both Keyword Magic Tool and Google Keyword Planner make a database with tons of keywords.

Filters constrictive down that database truthful you tin take keywords much rapidly and efficiently.

Filter Keywords by Relevance

A keyword’s relevance is however intimately related a keyword is to the products you offer. Choosing applicable keywords tin pull your perfect customers to your site.

Remove irrelevant keywords from your database utilizing the near sidebar successful Keyword Magic Tool.

Find irrelevant keyword groups successful the sidebar and click the oculus icon to region them from the list.

For example, if you don’t merchantability a peculiar marque of yoga mats, past region that keyword radical from the list:

Filter Keywords by Difficulty

Keyword difficulty is simply a measurement of however hard it is to fertile successful the apical 10 for a circumstantial keyword. Knowing a keyword’s trouble helps you take much attainable keywords for your site.

The keyword trouble metric usually runs from 0% to 100% (depending connected the keyword probe instrumentality used), with little values indicating little competition.

Keyword Magic Tool provides a PKD % people for each keyword. This metric calculates however hard it is for your website to fertile good for that keyword.

To filter for attainable keywords, click connected “Personal KD %” and take difficulties betwixt “Very Easy” and “Very Hard.” Or participate your ain customized scope successful the tract provided.

And click “Apply.”

For newer sites, we urge looking for keywords with a PKD % nether 50% to springiness your tract the champion accidental of ranking highly successful the hunt results.  

Filter Keywords by Search Intent

Search intent reveals wherefore users hunt for circumstantial terms.

Knowing a keyword’s intent lets you find keywords much apt to thrust sales.

There are 4 superior types of hunt intent:

1. Navigational: Users are looking for a circumstantial website oregon page
2. Informational: Users are anxious to find answers, explanations, oregon insights connected a peculiar topic
3. Commercial: Users are exploring products and researching options earlier making a purchase
4. Transactional: Users are acceptable to instrumentality contiguous action, similar buying a merchandise oregon booking a service

All keyword intents are valuable, but ecommerce sites usually absorption connected commercial and transactional keywords to thrust postulation to merchandise pages. 

The Keyword Magic Tool has a file that tells you a keyword’s intent. 

Filter by commercialized and transactional keywords by clicking the “Intent” filter. Check the boxes beside “Commercial” and “Transactional.” Then, click “Apply.”

Filter Keywords by Search Volume

Search measurement is an estimation of however often a keyword is searched. Knowing a keyword’s mean monthly hunt measurement lets you find however overmuch postulation you tin thrust to your site.

The “Volume” and “Potential Traffic” columns successful the Keyword Magic Tool archer you the estimated magnitude of postulation you tin expect if you fertile good for definite keywords.

Use this information to find which keywords to prioritize and make contented for.

We urge choosing ecommerce keywords with capable hunt measurement based connected your goals.

Filter your keyword database by measurement by clicking connected the “Volume” filter and choosing a range. Or entering a customized scope successful the tract provided.

Then, click “Apply.”

5. Build Your Keyword List

Build your keyword database by reviewing each proposition successful your now-filtered database of keywords.

Click the checkbox adjacent to the keywords you privation to target. Then, click “Send keywords” > “Keyword Strategy Builder” > “Apply” and “Create caller bare list.”

Type a sanction for your keyword database into the substance box. Then click the greenish cheque people button.

Now, you person a database of applicable keywords to notation to later.

6. Conduct Competitor Research

Competitor probe uncovers keywords your competitors fertile for that you don’t, helping you find keywords to amended vie with rivals successful the hunt results.

To find your competitors’ keywords, usage the Keyword Gap tool.

Enter your domain and up to 5 rival domains. Click “Compare.”

Apply intent filters for commercialized and transactional keywords if you lone privation to presumption keywords that searchers usage erstwhile they program to marque a purchase.

Scroll to the database of keywords and click “Untapped” to presumption keywords that astatine slightest 1 of your competitors ranks for that you don’t.

Select keywords you’d similar to adhd to your list, click “+ Add to keyword list,” and the database you created successful the past step.

7. Identify Keywords That Drive Sales

Understanding which keywords pb to income helps you estimation a keyword’s conversion potential. This tells you which keywords whitethorn effect successful the astir revenue.

You tin entree keyword conversion information with the Ecommerce Keyword Analytics app.

Within the tool, participate your superior keyword successful the hunt bar, prime the portion you’re targeting, and click “Search.” 

The "Overview" tab displays clickstream data—data showing a user's browsing journey—for your keyword connected fashionable retail websites. Click “Conversions” to presumption the mean conversions crossed each large retailers. 

Review the “Top online retailers for [Keyword]” widget to comparison metrics similar clicks and orders crossed antithetic ecommerce sites.

Repeat this process with each keyword to get the gross imaginable for each your keywords. 

One mode to estimation gross imaginable is to multiply a keyword’s postulation imaginable (found successful the Keyword Magic Tool) by the mean conversions (found successful Ecommerce Keyword Analytics).

Then, prioritize creating pages for keywords with the highest gross potential.

Optimize Key Areas of Your Site with Ecommerce Keywords

Strategically placing keywords passim your site’s pages gives hunt engines discourse for each page, which improves a page’s accidental of ranking successful applicable hunt results. 

Place keywords successful the pursuing cardinal areas:

• Use keywords successful product titles, descriptions, and specifications to marque your product pages much relevant
• Optimize category names and descriptions with broad, high-intent keywords to signifier your tract and amended navigation
• Create clean, descriptive URLs that see applicable keywords for each page
• Add keywords to H1 tags and subheadings to intelligibly outline the absorption of each page
• Use keywords successful title tags and meta descriptions to marque your pages much clickable successful hunt results
• Optimize image record names and alt text with keywords to amended visibility and accessibility
• Incorporate keywords people into blog posts oregon buying guides to pull users researching their purchases
• Use keyword-rich phrases successful navigation menus and internal links to usher users and boost SEO

By mentioning keywords successful these strategical locations, you tin not lone amended your ecommerce site’s rankings but besides make a seamless acquisition for users.

Remember to show your site’s show and set arsenic needed to support up with changing hunt trends.

Track Your Results and Fine-Tune Your Strategy

Tools similar Google Search Console and Position Tracking show keywords and their hunt effect positions truthful you cognize which pages are ranking highly and which ones you request to support moving on.

After configuring Position Tracking, you tin show wherever your keywords fertile successful the hunt results.

Give caller pages a mates of months to settee into the hunt results earlier making immoderate changes. 

Then, look for keywords that aren’t ranking connected the archetypal page. Use SEO Writing Assistant to further optimize low-ranking pages to effort and amended their rankings (and thrust much targeted traffic).

Ready to amended your ecommerce SEO with keywords?