Most Shopify stores pick keywords by guessing. They optimize for what they think customers search for, not what customers actually type into Google. That’s why they rank for nothing.
Key Takeaways
- Keyword research finds the words your customers use, not the words you use to describe your products.
- Intent matters more than volume. 200 searches with buying intent beats 10,000 searches from browsers.
- Match keywords to page types. Product keywords go on product pages. Category keywords go on collections. Informational keywords go on blog posts.
- Long-tail keywords are where small stores win. Less competition, higher conversion, faster ranking.
- Use free tools. Google Keyword Planner, Autocomplete, and Amazon search cost nothing and reveal real buyer behavior.
Why keyword research makes or breaks e-commerce SEO
Every search on Google starts with words. The words your potential customers type determine which stores they find. If your product pages don’t contain those words, Google can’t show your store. It’s that simple.
Keyword research is the process of finding those words. It tells you:
- What people search when looking for products like yours
- How many people search for each term
- How hard it is to rank for each term
- Whether the searcher is ready to buy or just browsing
Without keyword research, SEO is guessing. With it, you’re building a map that connects every page on your site to real customer searches.
The three types of e-commerce keywords
Not all keywords serve the same purpose. Understanding the three types helps you match keywords to the right pages.
Commercial keywords (buy now)
These keywords signal purchase intent. The person is looking to buy.
Examples:
- “buy organic cotton sheets”
- “best minimalist wallet under $50”
- “running shoes for flat feet”
Best for: Product pages and collection pages.
These are the most valuable keywords for immediate revenue. But they’re also the most competitive. Every store in your niche targets them.
Informational keywords (learn first)
These keywords signal research intent. The person is learning, comparing, or exploring.
Examples:
- “how to choose running shoes for flat feet”
- “organic cotton vs bamboo sheets”
- “what wallet size fits in front pocket”
Best for: Blog posts and guides.
These keywords have lower conversion rates but massive volume. They bring potential customers to your store before they’re ready to buy. Your content builds trust. When they’re ready to purchase, they come back to you.
Navigational keywords (find you)
These keywords include your brand name. The person already knows about you.
Examples:
- “your store name”
- “your store name running shoes”
- “your store name reviews”
Best for: Homepage and category pages.
You should rank first for these naturally. If you don’t, there’s a technical issue to fix.
Free tools for e-commerce keyword research
You don’t need expensive tools to find great keywords. These free resources reveal exactly what your customers search for.
Google Keyword Planner
The original keyword research tool. Free with a Google Ads account (you don’t need to run ads).
How to use it:
- Enter a seed keyword like “running shoes” or “organic skincare.”
- Filter by country and language.
- Review the keyword suggestions with search volume and competition data.
- Export the list and organize by intent type.
Limitations: It groups search volumes into ranges (100-1,000) unless you’re running ads. Still useful for identifying patterns and comparing relative volume.
Google Autocomplete
Type a search into Google and don’t press Enter. The suggestions that appear are real searches people make. They’re ranked by popularity.
Power move: Use alphabet soup. Type “running shoes a” through “running shoes z” and record every suggestion. You’ll find dozens of long-tail keywords you’d never think of.
Google “People Also Ask”
Search for your main keyword and check the “People Also Ask” box. These are related questions real people search for. Each one is a potential blog post topic.
Click on a question and more appear. You can uncover 20-30 related questions from a single search.
Amazon Search
Amazon is the world’s largest product search engine. Its autocomplete is tuned for purchase intent.
Type your product category into Amazon’s search bar. The suggestions are what real buyers search when they’re ready to spend money. These keywords are gold for product page optimization.
Google Trends
Identifies seasonal patterns and trending topics. Search for “running shoes” and you’ll see it spikes every January (New Year’s resolutions) and September (back to school). Time your content to match.
The keyword research process (step by step)
Here’s a repeatable process you can follow for your entire store.
Step 1: List your seed keywords
Start with the obvious terms for your products and categories. If you sell candles, your seeds might be:
- candles
- soy candles
- scented candles
- aromatherapy candles
- candle gift set
Write 10-20 seed keywords. These are your starting points, not your final keyword targets.
Step 2: Expand with tools
Run each seed keyword through Google Keyword Planner, Autocomplete, and Amazon search. Record every relevant suggestion.
For “soy candles,” you might discover:
- soy candles for relaxation
- soy candles that smell good
- best soy candles on Etsy
- hand-poured soy candles small business
- soy candle making kit
- soy vs beeswax candles
Some of these are product keywords. Some are blog topics. All of them represent real searches.
Step 3: Evaluate each keyword
Not every keyword is worth targeting. Evaluate using three criteria:
| Criteria | What to Look For |
|---|---|
| Search volume | At least 50-100 monthly searches for product keywords. 200+ for blog topics. |
| Competition | Can you realistically rank? If page one is all Amazon and major retailers, pick a more specific keyword. |
| Intent | Will this searcher buy from you? “Soy candles” might buy. “How to make soy candles” probably won’t. |
Step 4: Map keywords to pages
Every keyword should live on one specific page. This prevents keyword cannibalization where multiple pages compete against each other.
| Keyword | Page Type | Specific Page |
|---|---|---|
| hand-poured soy candles | Collection | /collections/soy-candles |
| lavender soy candle 8oz | Product | /products/lavender-soy-candle |
| soy vs beeswax candles | Blog | /blogs/news/soy-vs-beeswax-candles |
| best candles for relaxation | Blog | /blogs/news/best-candles-for-relaxation |
| soy candle gift set | Product | /products/soy-candle-gift-set |
Create a spreadsheet with every keyword mapped to its target page. This becomes your SEO roadmap.
Step 5: Prioritize by impact
You can’t optimize everything at once. Prioritize:
- Top-selling product pages. These already have traffic and conversion data.
- Collection pages for high-volume category keywords. One collection page can rank for a keyword with thousands of monthly searches.
- Blog posts for high-volume informational keywords. These build authority and drive new traffic.
- Long-tail product page keywords. Lower volume but easier wins.
For a detailed walkthrough on optimizing the pages themselves, see our Shopify SEO guide.
Long-tail keywords: where small stores win
If your store is new or small, you won’t outrank Amazon for “running shoes.” But you can rank for “waterproof trail running shoes for wide feet women.”
Long-tail keywords are longer, more specific search phrases. They have three advantages for small e-commerce stores:
Lower competition. Fewer stores target specific phrases, so you can rank faster.
Higher conversion rate. The more specific the search, the closer the person is to buying. “Running shoes” is browsing. “Brooks Ghost 15 size 9 women’s” is buying.
Better content match. Long-tail keywords let you create precisely targeted content that perfectly matches the searcher’s needs.
How to find long-tail keywords
Add modifiers to your seed keywords:
- Material: “leather,” “organic,” “stainless steel”
- Use case: “for travel,” “for beginners,” “for small spaces”
- Audience: “for women,” “for kids,” “for runners”
- Attribute: “lightweight,” “waterproof,” “handmade”
- Price: “under $50,” “affordable,” “luxury”
Mine your search console data. If you have Google Search Console connected, check the Queries report. You’ll find long-tail searches people already use to find your store. Optimize for the ones where you rank on page 2 or 3. A small optimization push can move them to page 1.
We’ll cover long-tail strategies in depth in our upcoming guide on how niche Shopify stores win with long-tail keywords.
Keyword research for blog content
Blog keywords work differently from product keywords. You’re targeting questions and topics, not products.
Finding blog-worthy keywords
Look for keywords that:
- Start with “how to,” “what is,” “best,” or “why”
- Have 200+ monthly searches
- Relate to your products without being product searches
- You can write 1,500+ words about (depth matters)
Content clusters
Group related blog keywords into clusters. A “leather care” cluster might include:
- how to clean leather bag
- best leather conditioner
- leather care for beginners
- how to remove stains from leather
- leather wallet care tips
Write a comprehensive pillar post covering the main topic. Then write individual posts for each subtopic. Internal link them all together. This cluster approach signals topical authority to Google.
Your blog content should feed into your broader content marketing strategy, where each post becomes source material for social media, email, and more.
Common keyword research mistakes
Targeting only high-volume keywords. If you only aim for “running shoes” (110,000 searches/month), you’ll never rank. Mix in long-tail keywords you can actually win.
Ignoring search intent. Ranking for “how to make candles” on your product page won’t convert. That searcher wants a tutorial, not a product. Match intent to page type.
Keyword stuffing. Using your target keyword 20 times in 300 words. Google penalizes this. Use keywords naturally, 2-4 times per 500 words.
Not updating keyword research. Search behavior changes. New products create new searches. Trends shift. Refresh your keyword research quarterly.
Targeting the same keyword on multiple pages. If both your product page and blog post target “organic soy candles,” they compete against each other. One page per keyword.
Your keyword research action plan
- List 20 seed keywords for your products and categories.
- Expand each one using Google Keyword Planner, Autocomplete, and Amazon.
- Evaluate every keyword for volume, competition, and intent.
- Map each keyword to a specific page type (product, collection, or blog).
- Prioritize your top 20 and optimize those pages first.
- Create a content calendar for blog keywords. One post per week targeting a specific informational keyword.
- Review and refresh quarterly. Add new keywords, retire ones that aren’t working.
Keywords are the bridge between what you sell and what people search for. Build that bridge with data, not guesses.
Ready to turn keyword research into content? Start free with IDEQO and plan your blog, social media, and product content from one dashboard. Free plan available. No credit card required.
Frequently Asked Questions
What is the best free keyword research tool for e-commerce?
Google Keyword Planner is the best free option. It shows search volume and competition data. Combine it with Google Autocomplete, Google Trends, and Amazon search suggestions for a comprehensive keyword list without spending anything.
How many keywords should an e-commerce store target?
Each page should target one primary keyword and 2-3 related variations. Across your entire store, aim for a keyword map covering every product page, collection page, and planned blog post. A store with 50 products and 10 collections might target 100+ unique keywords total.
What's the difference between short-tail and long-tail keywords for e-commerce?
Short-tail keywords are broad terms like 'running shoes' with high search volume but intense competition. Long-tail keywords are specific phrases like 'waterproof trail running shoes for wide feet' with lower volume but much higher purchase intent and easier ranking potential.
How do I know if a keyword is worth targeting?
Look at three factors: search volume (at least 50-100 monthly searches), competition (can you realistically rank?), and commercial intent (will this traffic buy?). A keyword with 200 searches per month and high purchase intent is more valuable than one with 10,000 searches and no buying intent.
Should I target branded or unbranded keywords?
Both. Branded keywords (your brand name) protect your territory and convert at the highest rates. Unbranded keywords (product categories, problems) drive new customer discovery. Most e-commerce SEO growth comes from unbranded keywords since your branded terms should rank naturally.
