Imagine you own a store filled with amazing products, but it’s hidden away in the middle of nowhere. Without clear signs or directions, and proper keyword research for eCommerce SEO, potential customers won’t find you—no matter how fantastic your items are. 

That’s precisely what happens online when product pages aren’t aligned with the right keywords. Your merchandise remains invisible to searchers who might otherwise be eager to buy.

Keyword research is the foundation of any successful eCommerce SEO strategy. Choosing the right keywords ensures your products appear in front of high-intent buyers, driving organic traffic and increasing conversions.

In this guide, we’ll break down:

Types of eCommerce Keywords and their impact on search rankings
Step-by-step keyword research process using competitor insights, Google tools, and marketplaces
Top keyword research tools (both free and paid)
Common pitfalls to avoid when optimizing for eCommerce SEO
Best practices for implementing keywords across product pages, categories, and blog content

Let’s dive in! 

Core Concepts in eCommerce Keyword Research

Keyword Types

eCommerce keyword research isn’t just about picking high-volume terms—it’s about matching search intent with user expectations.

• Short-Tail Keywords (Broad & Competitive)
  • These are broad, often 1–2 word phrases.
  • Example: “running shoes”.
  • Pros: High search volume, can reach a wide audience.
  • Cons: Very competitive, often lower conversion rates because the search intent isn’t always clear. 
• Long-Tail Keywords (Specific & High-Intent)
  • These are more specific, often 3+ word phrases.
  • Example: “waterproof hiking boots for women”.
  • Pros: Lower competition, higher purchase intent, more likely to attract serious buyers.
  • Cons: Lower overall search volume, so you’ll need to target multiple long-tail phrases to gain significant traffic.

Search Intent-Based Keywords

When someone types a query into Google, they have a specific goal in mind—this is search intent.

Why it matters: Optimizing your product pages around transactional and some informational keywords ensures you’re capturing people who are most likely to convert or continue deeper into the sales funnel.

Pro Tip: Prioritize transactional keywords for product and category pages. Use informational keywords in blog content to attract top-of-funnel traffic.

Step-by-Step Keyword Research Process

Step 1: Competitor Analysis

Instead of guessing keywords, analyze what’s already working for competitors.

1. Identify who your top competitors are in your niche.
2. Use tools like Ahrefs or Semrush to analyze the keywords your competitors rank for, especially their top-performing product pages.
3. Pay attention to which pages get the most traffic, it indicates the keywords are driving results.
4. Create a spreadsheet of competitor keywords, their search volumes, and any metrics like keyword difficulty or CPC (cost-per-click).

Example: If you sell camping gear, plug the domain of a large outdoor retailer into Ahrefs’ Site Explorer. Look at their high-ranking product pages for tents, backpacks, or sleeping bags and note the exact keywords they use (e.g., “lightweight hiking backpack,” “4-person waterproof tent”).

Step 2: Leverage Amazon’s Autocomplete

Amazon is a major e-commerce platform, where customers specifically come to buy. This makes it a goldmine of transactional keywords.

1. Type in a broad product category, like “handbags” or “gaming keyboards”, and watch the autocomplete suggestions (e.g., “handbags for women clearance,” “gaming keyboards mechanical RGB”).

1. These suggestions are popular queries, reflecting what real shoppers are typing.
2. Take notes or copy them into a keyword research spreadsheet for further analysis.

Why this works:

• Amazon’s suggestions are data-driven, reflecting actual buyer search behavior.
• These keywords often convert well because users have high purchase intent.

Step 3: Expand with Google Tools

Google’s free keyword resources help refine and validate keyword choices.

• Google Autocomplete
  • Go to Google.com, type a seed keyword (e.g., “yoga mats”) and see the auto-suggestions that appear (e.g., “yoga mats for hot yoga,” “yoga mats for kids”).
• These suggestions can be even more niche than Amazon’s, broadening your scope.

• Google Trends
  • Compare keywords over time or by region (e.g., “keto diet” vs. “paleo diet”).

• Identify seasonal or trending searches (e.g., “beach umbrellas” might spike in summer).
• This helps you plan stock and content around high-demand periods. 

• Google Keyword Planner (within Google Ads)
  • Provides approximate monthly search volumes and suggests related keywords.
  • Useful for validating which keywords have enough search volume to matter. 

Pro Tip: Seasonal keyword tracking is crucial for eCommerce stores selling holiday-related or trend-driven products.

Step 4: Refine Your List

Not all keywords are equally valuable. After gathering lots of keyword ideas, narrow them down to a manageable list using a four steps filtering process:

By sorting and filtering your keyword list, you invest time only in terms that can realistically increase traffic and conversions.

Pro Tip: If a keyword has high traffic but low conversion intent, use it in blog content instead of product pages.

3. Essential Keyword Research Tools

3.1 Free Tools

3.2 Paid Tools

How to choose? If you’re scaling fast and need in-depth competitor insights, Semrush or Ahrefs are excellent. For smaller stores, a combination of free tools + a cheaper paid plan may suffice.

Pro Tip: Start with free tools. As your eCommerce store grows, invest in paid SEO tools for advanced data insights.

Common Pitfalls to Avoid

1. Ignoring Localization
   • If targeting regional markets (e.g., Singapore, Canada), incorporate local terms and preferences (e.g., “CM vs. inches,” local holidays, shipping terms) 333.
   • Example: “UV-resistant swimwear” might be essential in tropical regions but less relevant in colder climates. 
2. Keyword Cannibalization
   • Avoid having multiple pages targeting the same keyword (e.g., “best trail running shoes” on two different product pages).
   • Assign unique focus keywords per page and keep an eye on internal competition. 
3. Overlooking User-Generated Content
   • Product reviews, Q&A sections, and forums often contain natural language search phrases (e.g., “non-slip yoga mat,” “lightweight travel backpack”).
   • Collect these terms to further optimize your descriptions or meta tags. 
4. Too Much Focus on Short-Tail Keywords
   • Broad keywords can lead to high bounce rates or low conversions if searchers aren’t yet in buying mode.
   • Mix in long-tail keywords to capture shoppers who are further down the funnel.

Pro Tip: Scan your customer reviews and Q&A sections to find real-world phrases buyers use!

Implementation Tips

Product Descriptions

• Weave in your transactional, long-tail keywords naturally.
• Emphasize benefits and highlight unique features of your products.
  • Example: If your target keyword is “ergonomic office chair with lumbar support,” your copy might read:
    “Upgrade your home workspace with our ergonomic office chair featuring built-in lumbar support, designed to reduce back pain and improve posture throughout the workday.”

Category Pages

• Use mid-funnel keywords here (e.g., “best running shoes for flat feet”).
• Category pages help organize your products and capture shoppers who know what they want but aren’t ready to pick an exact model.
• Include a brief intro paragraph explaining what the category includes and why it’s valuable.

Blog Content

• Answer informational queries (e.g., “how to style denim jackets”) to attract early-funnel traffic.
• Internally link from these posts to your relevant product pages, boosting SEO signals and user navigation.

Ongoing Monitoring & Updates

• SEO is not a “set it and forget it” game.
• Regularly check your keyword rankings using Semrush/Ahrefs or free tools like the Google Search Console.
• Refresh content and update product descriptions or category pages when you see new trends or changes in user behavior.

Conclusion

Keyword research is the cornerstone of any successful eCommerce SEO strategy. By combining competitor insights, intent-focused filtering, and robust tools, you can:

1. Optimize product pages for the exact phrases your customers are using.
2. Drive more qualified traffic to your store, resulting in higher conversions.
3. Stay ahead of competitors who may not be refining their keyword strategy as carefully.

Whether you rely on free tools like Google Keyword Planner or invest in premium solutions like Semrush or Ahrefs, the key to success is continuous refinement. Keep an eye on search trends, analyze user-generated content, and ensure each page targets distinct, high-intent keywords. Over time, these efforts build a solid SEO foundation that consistently delivers traffic and sales.