6 Proven Ways to Do Ecommerce Keyword Research

Intro

Running an online store is like opening a shop in the world’s biggest mall — the internet. But how do people find your store among millions of others? The secret is keyword research.

Let’s learn how smart brands, like Cosmetify, used keyword research to turn their quiet website into a revenue machine — increasing traffic and making more sales. In fact, they saw a 250% increase in organic revenue just by choosing the right words to target.

Ready to get those results too?

Here are 6 proven and simple steps to find the best ecommerce keywords that help more people find your store and buy from it.

Why Keyword Research Is Important for Ecommerce

Think of keywords as the questions people type into Google when they’re looking to learn, compare, or buy something. If you know what words they use, you can:

• Show up in search results

• Attract more visitors

• Turn those visitors into buyers

Let’s explore the main types of keywords you should care about.

1. Informational Keywords

These are “how-to” or “what is” type of questions. People using these aren’t ready to buy yet, but they’re curious.

Examples:

• How to choose running shoes

• Best skincare tips for oily skin

Use these to write helpful blog posts and guide potential buyers.

2. Commercial Keywords

These are used when someone is thinking about buying but wants to compare options.

Examples:

• Best laptops for students

• Allbirds vs Nike shoes

Use these in comparison posts or videos.

3. Transactional Keywords

These show a clear intention to buy.

Examples:

• Buy wireless earbuds under $100

• Cheap workout mats

Use these on your product or category pages.

4. Navigational Keywords

These are used to find a specific brand, product, or page.

Examples:

• Zara winter collection sale

• IKEA PAX closet

Make sure your brand appears for searches like these.

5. Long-Tail Keywords

These are longer, more detailed search phrases. They often have lower competition but high intent.

Examples:

• Best hiking shoes for women with flat feet

• Top-rated baby strollers under $200

** 6 Steps to Do Keyword Research the Right Way**

Step 1: Listen to Your Customers

The best keywords come from your own customers.

People might search differently from how you describe your products. For example:

• Brand: “10% niacinamide serum”

• Customer: “best serum for oily skin”

Where to look:

• Product reviews

• Social media comments

• Customer support questions

• On-site search terms

Write down the exact words people use — these are your best keyword clues.

Step 2: Make a List of Seed Keywords

Seed keywords are your starting words. They describe your main product or service.

Example: If you sell coffee makers, your seed keywords could be:

• Coffee maker

• French press

• Espresso machine

Now, go one level deeper. Think about:

• What are your product categories?

• What are people using your product for?

Example:

Core Product	Other Names	Category Name	Use Case
Coffee Maker	French press	Single-serve machine	Morning coffee
Espresso	Moka pot	Drip coffee maker	Office break time

Write all of this in a Google Sheet or keyword planner. This helps you later when you organize them.

Step 3: Match Keywords to the Buying Journey

People go through 3 stages before they buy:

1. Awareness Stage

They’re just realizing they have a need.

Example keyword: How to organize a small closet

Create blog posts or videos for these keywords.

2. Consideration Stage

They’re comparing options.

Example keyword: Best closets for small apartments

Use comparison guides or reviews here.

3. Decision Stage

They’re ready to buy.

Example keyword: Buy PAX closet online

Send them straight to your product page.

Assign keywords to the right type of content. Don’t show a blog post to someone who’s ready to buy!

Step 4: Check What Your Competitors Are Doing

Your competitors have done some of the hard work for you. Use tools like Semrush to find:

• What keywords they rank for

• Which ones you’re missing out on

For example, if 3 other skincare brands all rank for “best vitamin C serum”, and you don’t — that’s a great keyword to go after.

Look at:

• Keyword volume (how many people search it)

• CPC (cost per click — the higher it is, the more valuable it is)

• Difficulty (how hard it is to rank)

Use this data to find easy wins.

Step 5: Choose the Right Keywords to Focus On

Now that you’ve got a big list of keywords, how do you choose which ones to use?

Don’t always go for the biggest search numbers.

For example:

• Wireless headphones – 50,000 searches (but very competitive)

• Best noise canceling headphones for travel – 1,200 searches (but higher intent)

Ask these questions:

• Is the keyword specific?

• Does it show a clear intent to buy?

• Is it realistic for your site to rank for?

Focus on a mix of quick wins (easy & high impact) and long-term goals.

Step 6: Build a Content Plan Based on Your Keywords

Now, organize your keywords by:

• Intent (informational, commercial, transactional)

• Content format (blog post, product page, video)

Here’s an example if you sell dog food and clothes:

Buyer Stage	Keyword	Goal	Content Format
Awareness	Best dog food for puppies	Educate	Blog post
Awareness	How to measure dog for jacket	Educate	Blog + infographic
Consideration	Wet vs dry dog food	Compare	Blog + video
Decision	Buy dog raincoat	Sell	Product page

Add this to your content calendar. Focus on trending topics, product launches, and upcoming sales seasons.

2 Common Mistakes to Avoid

1. Poor Keyword Mapping

Targeting the same keyword on different pages confuses Google. For example, “camping tents” should only be on your main tents page — not every product.

Map keywords to one best-fit page.

2. Only Using Buying Keywords

Don’t focus only on “buy now” keywords. That limits how many people you can reach.

Use a mix of:

• Informational keywords (to attract)

• Commercial keywords (to convince)

• Transactional keywords (to convert)

** Final Tips: Make Keyword Research Work for You**

• Use the language your customers use

• Pick keywords based on intent, not just size

• Make different content for different buyer stages

• Watch what your competitors are doing

• Keep updating your keyword plan every few months

Ready to Grow Your Online Store with SEO?

Keyword research isn’t just about tools and numbers. It’s about understanding your customers.

When you choose the right keywords, your site becomes easier to find, your pages attract the right people, and your sales grow — all without spending more on ads.

Start today by writing down your top 10 keywords. Then build content around them using these 6 steps.

Need help? Try using a free keyword planner and template to organize everything.