Keyword Research for Online Stores: Find What Buyers Search
In this article10 sections
Ecommerce keyword research is the process of finding the words and phrases shoppers type when they look for products like yours, then deciding which page on your store should answer each one. It matters because customers rarely use your internal names. You may call it "lower-body outerwear"; they search for "waterproof trousers". When your categories, products and guides use the customer's language, search engines can match them to real searches, and shoppers recognise straight away that they have found what they wanted.
Key takeaways
- Start with sources you already own: site search, Search Console, customer questions and reviews.
- Judge each keyword by intent first, then by relevance, demand and competition.
- Map each important keyword to one page: broad terms to categories, specific ones to products, questions to guides.
- Use the chosen words naturally in titles, headings, copy and links.
- Review keywords regularly, because language, seasons and your range all change.
Why keyword research matters for stores
Every page on your store competes for attention in search results. Without research, pages are often named after internal codes, supplier names or the words your team happens to use. They may be perfectly good pages that nobody finds, because they do not match what people actually type.
Research also reveals demand you might be missing. You may find that many people search for a product type you sell but do not have a category for, or a question that a short guide could answer. Those discoveries can shape your navigation, your content plan and even your product range.
It also makes the rest of your marketing more consistent. When advertising, email and product copy use the same customer language as your pages, every channel reinforces the others.
Our e-commerce SEO guide explains how keyword research fits with site structure, technical health and links.
Where to find keywords
Your own data first
- Site search logs: the words shoppers type into your own search box are among the best keyword sources you have.
- Google Search Console: shows the searches that already lead to your pages, including ones you never targeted.
- Customer messages: emails, chats and calls show how customers describe products and problems.
- Reviews: customers' own words for features, uses and comparisons.
Search engines themselves
- Autocomplete suggestions as you type a product term.
- "People also ask" questions and related searches on the results page.
- Marketplace search suggestions, which show how shoppers search when they are ready to buy.
Keyword tools
Tools estimate how often terms are searched and how competitive they are. Google's own Keyword Planner is free with a Google Ads account, and many paid SEO tools offer more detail. Treat their numbers as rough guides for comparing keywords against each other, rather than as precise counts of real searches by real customers.
Competitors
Look at how competing stores name their categories and products, which pages rank for terms you care about, and which questions their guides answer. Notice gaps too: searches where the current results are weak or outdated are often your best opportunities. You are not copying them; you are learning the vocabulary of your market.
Understanding search intent
Intent is the reason behind a search. Matching it is more important than any other factor, because search engines rank the pages that best satisfy what the searcher wants.
| Intent | Example | Best page |
|---|---|---|
| Browsing a range | oak dining tables | Category page |
| Specific product | oak dining table 6 seater extendable | Product page or filtered category |
| Comparison | oak vs walnut dining table | Guide or comparison article |
| Problem or question | how to clean an oak table | Care guide |
| Brand or store | [your brand] returns | Help or policy page |
Check intent by searching the term yourself. If the results are mostly category pages from other stores, a category page is what searchers want. If they are articles and videos, they want information first.
Choosing which keywords to target
You will find far more keywords than you can use. Judge each one on four questions:
- Is it relevant? Does it describe something you sell or can genuinely help with?
- What is the intent? Does it match a page you have or could create?
- Is there demand? Do enough people search for it to matter, compared with your other options?
- Can you compete? Are the current results dominated by very large sites, or is there room for a specialist?
It helps to sort keywords into three groups. "Now" keywords are relevant, winnable and match pages you already have; improve those pages first. "Next" keywords need a new page or significant changes; schedule them. "Later" keywords are attractive but highly competitive; build towards them as your site gains authority.
Think about value as well as volume. A keyword that leads to high-margin products or repeat customers can be worth more than one with twice the searches but low-value orders.
Specific, longer phrases often have lower volume but clearer intent and less competition. For many stores, a large number of these specific searches adds up to more sales than a few broad, fiercely contested terms.
Mapping keywords to pages
Once you have a list, assign each important keyword to one page. This prevents several of your pages competing for the same search and shows where pages are missing.
- Broad product terms go to category pages. Our guide to category page SEO explains how to optimise them.
- Specific product terms go to product pages or to filtered category pages for popular combinations.
- Questions and comparisons go to guides and blog posts that link to the relevant categories.
- Brand and service terms go to help pages, delivery and returns information.
Mapping often reveals two problems at once: important searches with no matching page, and several pages quietly competing for the same term. Fix the second by merging or clearly differentiating the pages, and plan new pages for the first.
Keep the map in a simple spreadsheet: keyword, intent, target page, current ranking and notes. It becomes your SEO plan.
Using keywords on the page
Use your chosen words where they help both shoppers and search engines:
- In the page title and main heading.
- In the first sentence or two of the introduction.
- In subheadings where they fit naturally.
- In product names and attributes, using customers' terms.
- In internal links from related pages.
- In image file names and alt text where relevant.
Write for people first. Repeating a phrase unnaturally does not help rankings and makes the page worse to read. Our guide to writing product descriptions shows how to use customer language naturally.
Ecommerce keyword research: a worked example
Imagine a store that sells outdoor clothing and has a category called "Lower body outerwear".
Gathering terms
The site search log shows shoppers typing "waterproof trousers", "rain pants", "walking trousers" and "overtrousers". Search Console shows impressions for "waterproof trousers women" and "lightweight waterproof trousers". Autocomplete adds "waterproof trousers for hiking" and "breathable waterproof trousers". Customer emails ask whether the trousers fit over jeans.
Judging intent
Searching "waterproof trousers" shows mostly category pages from outdoor retailers, so a category page is the right match. "Are waterproof trousers worth it" shows articles, so that is a guide topic. "Waterproof trousers women" shows filtered categories, which suggests a women's subcategory deserves its own optimised page.
Mapping
- Rename the category to "Waterproof trousers", with the main keyword in the title and heading.
- Create or optimise "Women's waterproof trousers" and "Men's waterproof trousers" subcategories.
- Add "Overtrousers" as a filter value and mention the term in the category copy.
- Write a short guide on choosing waterproof trousers, answering the fit question, and link it to the categories.
Result
The store now uses customers' words throughout, has a clear page for each main intent and answers the question shoppers kept asking by email. The same process, repeated for each important category, builds a keyword map for the whole store.
International and B2B keyword research
Other countries and languages
Do not translate keywords word for word. People in different countries use different terms for the same product, even in the same language: "trousers" and "pants", "trainers" and "sneakers", "mobile" and "cell phone". Research each market separately, ideally with a native speaker, and create separate pages for each language with correct hreflang tags. Our guide to technical SEO for online stores explains the hreflang setup.
Trade buyers
Business buyers often search with product codes, standards, materials and quantities, such as "M8 stainless steel bolts box of 100" or "food-grade storage containers wholesale". These searches have small volumes but very high intent. Make sure product codes, specifications and pack sizes appear clearly on product pages, and that site search handles them well. Our guide to B2B ecommerce portals covers what trade buyers expect.
Tracking and updating
Keyword research is not a one-off task. Review it regularly:
- Check Search Console monthly for new searches leading to your pages.
- Track rankings for a short list of priority keywords.
- Review site search logs for new terms and zero-result searches.
- Refresh seasonal keywords before each season starts.
- Add new keywords when you launch new products or categories.
When a page starts ranking for searches you did not expect, look closely. It may reveal a new use for a product, a phrase customers prefer, or a gap where a dedicated page would perform better. Treat these surprises as free research and fold them into your keyword map.
Frequently asked questions
How many keywords should each page target?
One main keyword with a few close variations is a good rule. If two keywords need very different content, they probably need different pages.
Should I target high-volume keywords?
Only if they are relevant and you can compete. Specific keywords with clear buying intent often bring more sales than broad terms dominated by large sites.
Do I need paid keyword tools?
Not to start. Your own data, Search Console, search suggestions and Keyword Planner cover a lot. Paid tools add detail and save time as your needs grow.
How do I research keywords in other languages?
Research each language separately with native speakers. Direct translation of keywords often misses how people actually search in that market.
Want a keyword plan built around how your customers really search? Talk to our team about research, mapping and the page changes that turn it into traffic.
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