How to Do Ecommerce Keyword Research to Find Revenue-Driving Keywords

One of the most powerful tools in your digital marketing arsenal is ecommerce keyword research. By mastering this skill, you can significantly boost your online store’s visibility, attract more qualified traffic, and ultimately drive revenue growth. In this comprehensive guide, we’ll explore the ins and outs of ecommerce keyword research, providing you with actionable strategies to optimize your online store for success.

What is ecommerce keyword research?

Ecommerce keyword research is the process of identifying and analyzing the search terms that potential customers use when looking for products or services in online marketplaces. It’s a critical component of search engine optimization (SEO) specifically tailored for ecommerce websites. Unlike general keyword research, ecommerce keyword research focuses on terms with high commercial intent, product-specific language, and phrases that indicate a readiness to make a purchase.

For example, while a general search might be “how to choose running shoes,” an ecommerce-focused search might be “buy Nike Air Zoom Pegasus 38 online” or “best deals on running shoes for women.”

Why ecommerce SEO keyword research matters for your store

Investing time and resources in ecommerce SEO keyword research can yield significant benefits for your online store:

Improved visibility: By targeting the right keywords, you increase your chances of appearing on the first page of search engine results pages (SERPs), where most clicks occur.
Increased relevant traffic: When you rank for keywords that align with your products, you attract visitors who are more likely to be interested in what you’re selling.
Enhanced customer experience: Understanding the language your target audience uses helps you create content that resonates with them, improving overall customer satisfaction.
Higher conversion rates: By matching your product pages to user intent, you’re more likely to convert visitors into customers.
Competitive advantage: Effective keyword research can help you identify gaps in the market and areas where you can outperform competitors.
Informed product decisions: Keyword trends can provide insights into what products are in demand, helping you make data-driven inventory decisions.

How to do ecommerce keyword research: 3 ways to find keywords

Let’s dive into three effective methods for conducting ecommerce keyword research:

1. Conduct a competitor analysis

Analyzing your competitors’ keyword strategies can provide valuable insights and help you identify opportunities. Here’s how to do it:

Identify your competitors: Make a list of direct competitors in your niche. Include both big players and smaller, niche-specific stores.
Use SEO tools: Employ tools like SEMrush, Ahrefs, or Moz to analyze your competitors’ top-ranking keywords. These tools can show you which keywords are driving traffic to their sites.
Analyze their product pages: Look at how competitors structure their product titles, descriptions, and metadata. Note any recurring phrases or terms they use.
Check their content strategy: Examine their blog posts, buying guides, and other content to see what topics and keywords they’re targeting.
Identify gaps: Look for keywords or topics that your competitors aren’t targeting effectively. These could be opportunities for you to gain market share.

Remember, the goal isn’t to copy your competitors but to understand the market landscape and find areas where you can differentiate yourself.

2. Use Google autocomplete for ideas

Google’s autocomplete feature can be a goldmine for ecommerce keyword ideas. Here’s how to leverage it:

Start with broad terms: Begin by typing broad product categories or features into Google’s search bar. For example, “wireless headphones” or “organic skincare.”
Note the suggestions: As you type, Google will suggest popular search terms. These suggestions are based on real searches people are making.
Use modifiers: Add modifiers like “best,” “cheap,” “near me,” or “for” to your base terms. For example, “wireless headphones for running” or “best organic skincare for sensitive skin.”
Analyze the “People also ask” section: This feature appears in many search results and can provide additional keyword ideas and insight into user intent.
Use tools to automate: Tools like Answer the Public or Keyword Tool can help you generate hundreds of autocomplete suggestions quickly.

This method is particularly useful for identifying long-tail keywords, which are often less competitive and more specific to user intent.

3. Analyze your frequently asked product questions

Your customers’ questions are a valuable source of keyword ideas. Here’s how to tap into this resource:

Gather customer inquiries: Collect questions from your customer service team, social media channels, and product reviews.
Look for patterns: Identify common themes or recurring phrases in these questions.
Use question-based keywords: Turn these questions into keywords. For example, “How long does organic skincare last?” could become a target keyword for a product page or blog post.
Check Q&A sites: Platforms like Quora or Reddit can provide additional insight into what questions people are asking about products in your niche.
Create FAQ content: Use these questions to create FAQ pages or sections on your product pages, naturally incorporating the keywords.

This approach not only helps with SEO but also improves your overall customer experience by providing answers to common questions.

Key factors to consider in ecommerce keyword research

When evaluating potential keywords for your ecommerce site, consider these crucial factors:

Relevance

Relevance is perhaps the most critical factor in keyword selection. A keyword may have high search volume, but if it’s not directly related to your products or services, it won’t drive qualified traffic or conversions.

Assess product fit: Ensure the keyword accurately describes your product or is closely related to what you’re selling.
Consider user intent: Think about what a user searching for this term is looking to accomplish. Does your product meet that need?
Match to your target market: Ensure the language and specificity of the keyword align with your target audience’s way of searching.

For example, if you sell high-end outdoor gear, “cheap camping equipment” might have high search volume but low relevance for your store.

Search Intent

Understanding search intent is crucial for ecommerce success. There are four main types of search intent:

Informational: Users seeking information (e.g., “how to choose a camping tent”)
Navigational: Users looking for a specific website (e.g., “REI camping gear”)
Commercial investigation: Users researching before making a purchase (e.g., “best waterproof tents 2024”)
Transactional: Users ready to make a purchase (e.g., “buy 4-person tent online”)

For ecommerce, focus on commercial investigation and transactional intent keywords, as these are more likely to lead to sales. However, don’t neglect informational keywords entirely, as they can be valuable for content marketing and building brand authority.

Search Volume

Search volume indicates how many times a keyword is searched for in a given period. While high search volume can mean more potential traffic, it often also means more competition.

Use tools for accuracy: Utilize tools like Google Keyword Planner, SEMrush, or Ahrefs to get accurate search volume data.
Consider seasonality: Some keywords may have higher search volumes during certain times of the year. For example, “Halloween costumes” will spike in October.
Balance volume with other factors: Don’t solely chase high-volume keywords. Lower volume, more specific keywords can often lead to higher conversion rates.

Keyword Difficulty

Keyword difficulty (KD) is a metric that estimates how hard it would be to rank for a particular keyword. Factors that influence keyword difficulty include:

Competition: How many other websites are targeting the same keyword?
Domain authority: How authoritative are the websites currently ranking for this keyword?
Content quality: How comprehensive and high-quality is the content currently ranking for this keyword?

Tools like Moz, SEMrush, and Ahrefs provide keyword difficulty scores, usually on a scale of 0-100, with higher numbers indicating greater difficulty.

When choosing keywords:

Aim for a mix: Target some easier keywords for quick wins and some more difficult keywords for long-term growth.
Consider your resources: If you’re just starting out, focus on lower difficulty keywords that you have a realistic chance of ranking for.
Look for opportunities: Sometimes, you can find high-volume keywords with surprisingly low difficulty. These can be great opportunities for your ecommerce site.

Finalizing your ecommerce SEO keyword research strategy: Map out your keywords

Once you’ve gathered and analyzed your keywords, it’s time to create a strategic plan for implementation. Here’s how to map out your keywords effectively:

Categorize your keywords: Group your keywords by product category, search intent, or stage of the buyer’s journey.
Prioritize your list: Rank your keywords based on their potential impact. Consider factors like search volume, relevance, difficulty, and potential for conversion.
Align keywords with your site structure: Assign primary and secondary keywords to your homepage, category pages, and product pages.
Plan your content strategy: Use informational keywords to guide your blog posts, buying guides, and other content marketing efforts.
Create a content calendar: Based on your keyword map, create a schedule for updating existing content and creating new pages or posts.
Monitor and adjust: Regularly review your keyword performance and be prepared to adjust your strategy based on results.

Remember, keyword mapping is not a one-time task. As your product line evolves and market trends change, you’ll need to revisit and update your keyword strategy regularly.

Demand & Convert can help with ecommerce SEO keyword research (and more!)

While this guide provides a solid foundation for ecommerce keyword research, mastering this skill takes time and expertise. That’s where Demand & Convert comes in. As digital marketing experts specializing in ecommerce SEO, we can help you:

Conduct in-depth keyword research tailored to your specific niche and target audience
Develop a comprehensive SEO strategy that goes beyond just keywords
Implement advanced techniques to outrank your competitors
Continuously monitor and optimize your keyword performance

Our team stays up-to-date with the latest SEO trends and algorithm changes, ensuring your ecommerce site remains at the forefront of search engine results.

Conclusion

Ecommerce keyword research is a crucial step in optimizing your online store for search engines and driving revenue growth. By understanding what your potential customers are searching for and how they’re searching for it, you can tailor your product pages, content, and overall strategy to meet their needs effectively.

Remember these key takeaways:

Focus on ecommerce-specific keywords with high commercial intent
Use a mix of competitor analysis, Google autocomplete, and customer questions to find keyword ideas
Consider relevance, search intent, volume, and difficulty when selecting keywords
Create a strategic keyword map to guide your SEO efforts
Regularly review and update your keyword strategy

Whether you’re just starting out or looking to take your ecommerce SEO to the next level, investing time and resources in keyword research can yield significant returns. And if you need expert assistance, Demand & Convert is here to help you navigate the complex world of ecommerce SEO and drive your online store to new heights of success.

Start your ecommerce keyword research journey today, and watch as your online store climbs the search rankings, attracts more qualified traffic, and ultimately, drives more revenue. The path to ecommerce success starts with the right keywords – are you ready to find yours?