4 Tips to Get the Best Ecommerce SEO Keyword Research

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If you run an ecommerce site, chances are you’re already familiar with search engine optimization, or SEO. You understand the importance of strategically placing relevant keywords on product pages, blog posts, and metadata so that Google, Bing, and other search engines can correctly identify your content and deliver targeted traffic—and potentially conversions—straight to your store.

Plenty of guides explain the technical side of ecommerce SEO: how to use keywords in image alt text, optimal keyword density, and similar best practices. However, many overlook the most critical step—choosing the right keywords in the first place. In this post, we’ll explore how to conduct effective keyword research for ecommerce, from discovering opportunities to selecting the best terms for your goals.

Tip 1: Ecommerce Keyword Research Starts with a Problem

You likely know your products inside out, including the subtle differences in terminology that set one item apart from another. Yet most potential customers don’t share that level of expertise. When starting your keyword research, adopt a customer-first mindset: focus on the problems they’re trying to solve rather than the exact products you sell.

Steve Jobs famously succeeded not by giving people what they asked for, but by identifying needs they didn’t yet know they had. Before the iPhone, no one was searching for “smartphones”—they simply wanted better ways to stay connected and manage multiple devices. Apply the same thinking to your keyword strategy. Shoppers rarely search for “diamond-tipped drill bit”; instead, they type “How do I drill a hole in metal?”

This approach doesn’t mean ignoring product-specific keywords—you should still use them—but it helps you discover valuable content opportunities. For example, learning that customers might use your organic olive oil for skincare could inspire an entirely new blog topic.

Tip 2: Look for Related Keywords to Find Hidden Gems

Many marketers new to ecommerce keyword research open a tool like SEMrush, enter a broad term, and immediately target the highest-volume keywords. While this method can yield useful results, remember that most of your competitors are doing the exact same thing.

A smarter approach is to explore related keywords and topics. Your research tool likely offers suggestions for similar terms that often have lower search volume and, therefore, less competition. You can also turn directly to search engines: type your target keywords and examine the “related searches” and “people also ask” sections. These insights frequently reveal alternative angles that are easier to rank for and highly relevant to your audience.

Related keywords like “how to clean a car” work well for blog posts or guides, while more specific terms suit product pages.

Tip 3: Use the Right Keywords on the Right Pages

Thinking like a customer helps attract top-of-funnel traffic from people still exploring solutions. However, these “question” keywords should not appear on every page. Use them on blog posts, how-to guides, and educational content where you can provide genuine answers and build trust.

In contrast, high-intent product keywords belong on product pages, where visitors are ready to buy. Someone searching “how do I drill a hole in a metal sheet” needs helpful content, while someone searching “5/8” titanium drill bits” wants to see your product options immediately.

Matching keyword intent to page type improves both user experience and conversion rates.

Tip 4: Know When Keywords Aren’t Worth the Effort

Analyzing search results also reveals when a keyword may not be worth pursuing. Two common red flags stand out:

• High-authority sites dominate the results. If Wikipedia, major retailers, or academic sources occupy the top positions, ranking organically will be extremely difficult. Focus your energy elsewhere.
• Extremely high cost-per-click (CPC). Even if you’re not running paid ads, a high CPC often signals strong commercial intent and heavy advertiser competition, leaving less room for organic traffic.

Prioritizing keywords with realistic ranking potential ensures your time and resources deliver meaningful results.

Ecommerce SEO requires ongoing effort, but applying these four keyword research strategies will give you a clear advantage over competitors still guessing which terms to target.

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