How to Conduct Effective Keyword Research for eCommerce SEO
By understanding search intent, leveraging the right tools, and consistently aligning your keyword strategies across platforms, you can significantly enhance your online visibility, attract more qualified customers, and ultimately drive sales.
Published April 27, 2025.
In the competitive landscape of online retail, standing out and attracting customers is paramount. One of the most fundamental but overlooked aspects of achieving this is through effective search engine optimization (SEO), and it starts with your page titles.
For eCommerce merchants, improving page titles is crucial because they act as the first digital handshake with potential customers discovering your products through search engines like Google. A well-crafted, keyword-rich page title not only helps search engines understand what your page is about, leading to higher rankings, but it also directly influences click-through rates from search results.
Here's everything you need to know about using keyword research to improve your SEO-related page titles.
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Meet the Expert
Jameela Ghann is an e-commerce and marketing expert with more than 10 years of experience. Apart from running her own successful online store, Alora Boutique, she's the marketing manager of Fera.ai.
The Importance of Keyword Research for Improving Page Titles
Letting effective keyword research inform your SEO strategy with page titles leads to the following benefits:
- Brand visibility at the awareness stage: Statista found that over 60% of online buyers start with a broad search or marketplace search. Well-structured SEO keyword research ensures you target broad, top-of-the-funnel queries like "best fitness gear for beginners". By creating informative collection pages and blog posts around these phrases, you will be more likely to capture first-time shoppers.
- Consideration through comparison keywords: At the consideration stage, shoppers compare features (think yoga mat vs. Pilates mat). Incorporating comparison-focused queries into your content helps you educate potential buyers. For example, you might create “compare or review” pages highlighting differences in fabrics or features.
- Higher conversions: When customers search “discount hiking boots”, they’re ready to buy. By aligning product pages with these terms, you win the click from search engines and guide them directly to check out!
- Increased repeat purchases & retention: Proper keyword research doesn’t end with the first sale. Targeting re-order terms like “replacement filter for {brand X} humidifier” helps keep existing customers around and boost their lifetime value.
- Tailored content: Targeting niche keywords like “vegan-friendly lip gloss SPF 15” lets you develop content and merchandising strategies that address specific shopper needs. This approach both satisfies user intent and adds value through detailed product descriptions or how-to guides. Shoppers appreciate in-depth, personalized guidance that leads them from awareness to purchase with minimal friction.
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Key Challenges eCommerce Merchants Face With Keyword Research
Product Variations
Many eCommerce stores carry dozens or even hundreds of variants under one main category, making keyword research more complex. You might stock women’s running shoes in multiple sizes, colors, and brand names.
Unlike a simple blog site that targets broad keywords, you need more precise terms (“women’s running shoes size 9 black”). According to Semrush, failing to tailor these specific phrases can lead to lower rankings and missed sales opportunities.
Balancing Buyer vs. Browsing Intent
Unlike standard blogs or news sites, eCommerce has to prioritize transactional and commercial keywords over purely informational ones. For instance, keyword research SEO phrases like “ways to style a sweater” might help shoppers learn about fashion trends, but “blue merino wool sweater” has more immediate purchase intent. Striking this balance is tricky.
Focusing on both commercial (buy or shop) and descriptive (brand + product detail) terms leads to higher conversions, which is something non-eCommerce sites don’t worry about as much.
Competition on High-Value Keywords
With eCommerce, you’re often up against massive retail sites, making it tough to rank for competitive terms like “laptop deals” or “organic skincare.” This differs from niche blogs or local service websites, which face fewer national competitors.
HubSpot found that long-tail keywords comprise 92% of all keywords typed into search engines. Stores using long-tail keywords (like phrases matching specific product features) see a higher chance of ranking on page one, helping them outmaneuver larger competitors.
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6 Key Steps for Conducting Effective Keyword Research
1. Define Your Goals
Before you dive into any keyword tool, clarify who you’re targeting (e.g., fashion-savvy millennials or eco-conscious parents) and your specific goals. Are you seeking more traffic for collection pages or do you want higher conversion on product pages?
» Not sure where to start? Here's how to test your content quality with Google Gemini
2. Brainstorm Core Topics & Seed Keywords
First, list broad, high-level topics that describe your store’s main categories and collections, such as “organic skincare” or “athletic shoes for women.” Next, expand each topic into seed keywords by thinking about:
- Synonyms
- Brand-specific terms
- Related product attributes
For example, "moisturizer", "face cream", and "sustainable packaging." This brainstorming session ensures you cover the full scope of what potential shoppers might type.
3. Gather Data Via Keyword Tools
Use research tools (like Google Keyword Planner) to pull metrics and search volume, competition, and trends for your seed keywords. Sort them by monthly volume and analyze which ones best match buyer intent.
Pro tip: This is where you identify hidden gems—the moderate-volume keywords with lower competition that can bring highly targeted traffic.
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4. Analyze Competitor Content & SERPs
Type a few chosen keywords into Google and analyze the first page results. Do you see direct competitors, large marketplaces, or info-based blogs?
It's essential to notice title tags and any user questions via Google's "People Also Ask" section. This can help you spot content gaps and areas where you can create a better or more detailed product page.
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5. Prioritize & Refine Based on Intent
Finally, create a refined keyword list prioritizing searcher intent based on the main types of customer queries":
- Informational: The user wants to learn more about a specific topic, such as "What are the benefits of using hyaluronic acid in skincare?"
- Commercial: The user is exploring options and researching before making a purchase, such as "Best running shoes for flat feet reviews."
- Transactional: The user is ready to buy a specific product or service, such as "Apple AirPods Pro online."
- Navigational: The user wants to find a specific website or page, such as "Nike official website."
Pro tip: Transactional terms (“buy organic facial oil”) typically lead to higher conversions, whereas broader terms (“best organic skincare brand”) can feed your blog or category pages.
Additionally, balance between long-tail (“vegan-friendly vitamin C serum”) and short-tail (“vitamin C serum”).
6. Track Key Metrics
Keeping track of your metrics can help you spot specific areas of your SEO efforts that need more focus and help guide your decision-making for future. Some of the key metrics to track include:
- Organic search traffic: A steady increase in the number of visitors arriving to your site via organic search suggests your keywords are driving more visibility. Break down traffic by landing page to see which product or category pages gain momentum and which are stagnant.
- Keyword ranking: Regularly check each keyword’s ranking on search engine results pages. A value of 1-10 indicates that you have site pages that rank on the first page of the SERP, while stronger positions (especially within the top 3) indicate higher visibility. Track fluctuations to see if optimizations (like new product descriptions) help or if algorithm changes cause dips.
- Click-through rate (CTR): CTR measures how many searchers click through to your site after seeing your page in SERPs. A higher CTR often reflects compelling meta titles and descriptions matched to user intent. Even if you rank well, a poor CTR signals a mismatch between keywords and on-page content.
- Conversion rate from organic search: Measuring how many organic visitors end up purchasing is crucial for ROI. Even if a keyword generates high traffic, low conversions might indicate mismatched intent (informational vs. transactional). Tag your Google Analytics or Shopify analytics to see which search terms bring paying customers. HubSpot notes that businesses focusing on buyer-intent keywords see a higher conversion rate compared to broad, generic search terms.
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Bonus Tip: Key Tools to Simplify Keyword Research
| Tool | Description | Main Advantages |
|---|---|---|
| Google Keyword Planner (Free) | This Google tool provides search volume and competition data for keywords | Discovering potential "untapped" long-tail keywords with good volume and low competition, ideal for product pages and local SEO |
| SEMRush (Paid & Free) | A comprehensive platform for in-depth competitor analysis | Identifying keywords driving traffic to competitors' product pages to uncover strategic gaps and using AI-powered tools to generate comprehensive keyword lists and topic ideas efficiently |
| AHRefs (Paid & Free) | Known for its robust backlink analysis and keyword research features | Setting up competitor alerts to track their new ranking keywords, enabling you to quickly identify and capitalize on emerging opportunities or adjust your strategy proactively |
| Ubersuggest (Paid & Free Plans) | A user-friendly tool offering keyword ideas, search volume, and SEO difficulty scores | Beginner-friendly interface that excels at identifying optimization priorities for product categories and generating content ideas relevant to your niche |
| Google Search Console (Free) | A Google tool providing insights into your website's search performance | Connecting this data via API to an internal dashboard automates the tracking of key metrics like search volume, CTR, and ranking position, ensuring your keyword analysis is always up-to-date without manual effort |
» Learn more about automation with these top AI solutions for eCommerce
How to Integrate Keywords Into eCommerce Site Elements
Leverage Natural Keyword Placement in Titles & Descriptions
Google actively tries to fight keyword stuffing (forcing keywords unnaturally into content solely for SEO purposes). It's obvious when a keyword doesn't fit, and blending those keywords naturally into existing content is a skill that needs to be developed.
Pro tip: Use your primary keyword in the product title (e.g., “Organic Cotton Crewneck T-Shirt”) and weave secondary keywords seamlessly into the description. Additionally, add in brief bullet points to highlight features, materials, or benefits.
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Bad Example (Keyword Stuffing)
"Buy the best organic honey online! Our raw honey, natural honey, pure honey is the best honey you can find. Sweet honey for your tea, honey for baking, and organic raw honey for health. Get your jar of delicious honey today!"
Good Example (Keywords Blended Naturally)
"Indulge in the rich, natural sweetness of our pure, raw organic honey. Sourced from pristine hives, this exceptional honey offers a delightful flavor perfect for sweetening your favorite tea, enhancing your baking recipes, or simply enjoying by the spoonful for its natural goodness. Experience the difference of truly raw, organic honey today."
Implement Keyword-Rich Meta Tags & Alt Text
Craft meta titles and descriptions that reflect both brand identity and popular search terms (e.g., “Eco-Friendly Sweater Collection | Sustainable Fashion Deals”).
Keep them within recommended character limits so they display properly in SERPs. For images, use keyword-rich alt text like “organic cotton sweater in gray”, to help search engines understand your visuals.
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Align Keyword Strategies Across Platforms
Pinpoint a set of core topics reflecting both your brand identity and high-intent search queries. Use these same themes for Google SEO, social media hashtags, and Amazon product listings. Aligning keyword strategies across different platforms offers several key benefits for your eCommerce business:
- Consistent branding and messaging: Using similar keywords ensures a consistent message across all touchpoints, reinforcing your brand identity and making it easier for customers to recognize and remember you.
- Improved search visibility: Consistent keyword usage can improve your overall search visibility. Keywords used on social media can help your profiles and posts appear in search engine results, complementing your website's SEO efforts.
- Enhanced audience reach: Different platforms attract different segments of your target audience. By aligning your keyword strategy, you can reach a broader audience across these platforms with relevant and consistent messaging.
- Better understanding of customer intent: Analyzing keyword performance across platforms can provide valuable insights into how your customers search and what language they use at different stages of their buying journey.
- Efficient resource allocation: By identifying top-performing keywords across all platforms, you can focus your content creation and optimization efforts on the terms that drive the most valuable traffic and engagement, leading to more efficient use of your marketing resources.
- Competitive advantage: A cohesive keyword strategy can help you identify gaps in your competitors' strategies and uncover opportunities to reach your target audience more effectively across various platforms.
Pro tip: Although you want consistent themes, tailor each platform’s content format. For social media, incorporate keywords within trending hashtags or short captions; for marketplaces like Amazon, weave them into bullet points, backend fields, and product titles.
» Learn more about omnichannel personalization
Optimize Keyword Integration With Fast Simon
By understanding search intent, leveraging the right tools, and consistently aligning your keyword strategies across platforms, you can significantly enhance your online visibility, attract more qualified customers, and ultimately drive sales—and now it's easier than ever before with AI-powered eCommerce tools like Fast Simon.
Fast Simon leverages AI and machine learning to help eCommerce stores optimize keyword usage in eCommerce site search, product recommendations, and category navigation. By analyzing shopper behavior, Fast Simon can surface the most relevant terms, ensuring your product titles and descriptions align with real customer queries.
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