How to Choose Keywords for Ecommerce Brand That Convert

Ecommerce Keyword Strategy: A Data-Driven Approach for Brands

Choosing the right keywords is a foundational step in how ecommerce stores connect with shoppers through search engines. Every search starts with a word or phrase, and those words shape which products appear in front of potential customers. Retailers using AI-powered SEO tools report 187% more organic traffic and 43% higher conversion rates within six months.

This article explains how ecommerce keyword strategies work, how to find keywords, and how to organize them across your store. The goal is to help brands understand how product discovery happens and how keyword data can guide product pages, ads, and site structure.

What Is Ecommerce Keyword Research

Good keyword research connects your products with people who are actively looking to buy them. It helps you understand not just what people search for, but why they're searching and what they hope to find. Additionally, 93% of shoppers say ratings and reviews impact their purchase decisions, and 45% of consumers won't buy products that have no reviews.

Good keyword research connects your products with people who are actively looking to buy them. It helps you understand not just what people search for, but why they're searching and what they hope to find.

For Shopify stores, effective keywords bridge the gap between your inventory and potential customers at every stage of their shopping journey.

How To Choose Keywords For Ecommerce Brands

Choosing keywords for your ecommerce brand starts with understanding three key factors:

• Business relevance: Keywords must accurately represent what you sell and match your brand positioning
• Customer language: Use words your customers actually use, not just industry jargon
• Competition level: Consider how difficult it will be to rank for certain terms in your niche

Different types of keywords serve different purposes in your overall strategy:

• Transactional keywords show intent to buy ("buy wireless headphones")
• Informational keywords indicate research mode ("how to choose headphones")
• Commercial keywords suggest comparison shopping ("best noise-canceling earbuds")

Each keyword type connects to a different stage in the customer journey. By targeting a mix of these types, you can reach shoppers whether they're just starting their research or ready to make a purchase.

Types Of Ecommerce Keywords That Drive Sales

The most effective ecommerce keywords fall into specific categories that align with how people shop online:

‍

Product keywords typically include the exact item name and often a buying term. These direct-intent keywords are perfect for product pages where customers can immediately purchase.

Trending keywords can give your store a competitive edge by connecting products with current shopper interests. Searches for 'where to buy' and 'near me' increased by 200% in a two-year period, highlighting the growing importance of local SEO. Here's how to spot them:

Long-tail keywords contain more specific details about features or use cases. Though they have lower search volume, they often convert better because they match precise customer needs. Additionally, 96.55% of content receives zero organic traffic from Google due to poor backlink profiles, highlighting the importance of quality link building.

Long-tail keywords contain more specific details about features or use cases. Though they have lower search volume, they often convert better because they match precise customer needs.

How To Find Ecommerce Trending Keywords

Trending keywords can give your store a competitive edge by connecting products with current shopper interests. Here's how to spot them:

Tools that reveal trends:

• Google Trends shows search interest over time
• Social media platforms highlight emerging product interests
• Amazon's suggested searches reveal what shoppers are looking for

When evaluating trending keywords, look for:

• Sudden increases in search volume
• Frequent mentions across social platforms
• Relevance to your product catalog

For example, if you sell kitchen gadgets and notice "air fryer accessories" trending on Google Trends and Amazon searches, this might be worth targeting—assuming it fits your product line.

Trending keywords can change quickly, so it's important to balance trendy terms with more stable, evergreen keywords in your overall strategy.

Effective Keyword Research Process For Ecommerce

1. Brainstorm Potential Product And Brand Keywords

Start by listing words that describe what you sell. Think about:

• Product names, types, and categories
• Materials and key features
• Problems your products solve
• How customers describe your products in reviews

For a store selling audio equipment, initial keywords might include "wireless earbuds," "Bluetooth headphones," and "noise-canceling earphones."

This first step creates a foundation for more detailed research. Don't worry about search volume yet—just capture relevant terms.

2. Analyze Search Volume And Competition

Once you have a list of potential keywords, it's time to see how many people search for them and how competitive they are.

Tools like Google Keyword Planner, Ahrefs, or SEMrush provide two critical pieces of data:

• Search volume: How many people search for this term monthly
• Keyword difficulty: How hard it is to rank for this term

Look for keywords with enough search volume to be worthwhile but not so competitive that ranking becomes impossible. For new stores, targeting lower-difficulty keywords often brings faster results.

3. Focus On Search Intent And Buyer Stage

Different keywords signal different shopping stages. Matching keywords to buyer intent helps you place them on the right pages:

• Early stage: "how to choose running shoes" (informational)
• Middle stage: "best running shoes for flat feet" (commercial)
• Late stage: "buy Brooks Ghost running shoes" (transactional)

You can identify intent by looking at the phrasing. Words like "how," "what," and "why" signal information-seeking. Terms like "best," "top," and "vs" indicate comparison shopping. Words like "buy," "discount," and "shop" show purchasing intent.

4. Refine Lists Based On Data

After analyzing your keywords, prioritize them based on:

• Conversion potential: Which terms are most likely to lead to sales?
• Product alignment: How closely does the keyword match what you sell?
• Seasonal relevance: When do people search for these terms?
• Competition level: Can your store realistically rank for this term?

A simple scoring system helps organize priorities. Rate each keyword from 1-5 on these factors, then focus on those with the highest total scores.

Building An Online Shopping Keywords List

Organizing your keywords into a structured list makes implementation much easier. A good keyword list includes:

• The keyword itself
• Search volume data
• Competition score
• Where it belongs on your site (product page, category page, blog)
• Customer journey stage (awareness, consideration, purchase)
• Priority level

This organization helps you see patterns and make strategic decisions about which keywords to target first and where to place them on your site.

For example, high-intent purchase keywords belong on product pages, while informational keywords work better in blog content that links to relevant products.

Mapping Keywords To Your Ecommerce Site

1. Assign High Intent Words To Product Pages

Product pages convert best when they target keywords showing clear purchase intent. Place these keywords in:

• Product titles (most important)
• Product descriptions
• Technical specifications
• Image alt text

For example, if you sell wireless earbuds, your product title might be "Wireless Bluetooth Earbuds with Noise Cancellation" to capture people searching for those specific features.

Keep product page keywords focused on exactly what the item is and its key selling points. This helps match search intent with what shoppers find when they click through.

2. Use Niche Phrases For Category Collections

Category pages work best with broader keywords that describe a product type or collection. For example:

• Main category: "women's running shoes"
• Subcategory: "women's trail running shoes"

Place these keywords in category titles, descriptions, and navigation elements. This helps shoppers find groups of related products when they're still comparing options.

Category keywords should be specific enough to match shopper intent but broad enough to encompass multiple products within that collection.

3. Leverage Informational Terms In Blog Content

Blog content helps capture shoppers in the research phase using informational keywords. Effective content types include:

• How-to guides ("how to measure your foot for running shoes")
• Product comparisons ("road vs. trail running shoes")
• Problem-solving articles ("preventing blisters when running")

These informational articles should naturally include links to relevant product pages, creating a path from education to purchase.

Next Steps For A Profitable Shopify Brand

Effective keyword research for ecommerce follows a clear pattern:

1. Identify relevant keywords based on what you sell and what customers search for
2. Analyze and prioritize keywords based on data and business goals
3. Map keywords to the right pages based on search intent
4. Monitor performance and adjust as needed

Once implemented, track how your keywords perform by watching search rankings, traffic, and conversion rates. Regular review helps you spot new opportunities and refine your approach.

Platter helps Shopify merchants implement these strategies without technical expertise. Our tools make it easier to build and optimize storefronts that connect with shoppers through effective keyword targeting. Book a demo to see how we can help your store reach more customers.

FAQs About Ecommerce Keyword Strategy

How often should I update my ecommerce keyword strategy?

Review your keyword strategy quarterly, or whenever you add new products or notice significant changes in your market or search trends.

What tools provide the most accurate data for ecommerce keyword research?

Ahrefs, SEMrush, and Google Keyword Planner offer reliable data specifically for product-focused searches and ecommerce terms.

How many keywords should I target on each product page?

Focus on one primary keyword and 2-3 related secondary keywords per product page to maintain relevance without diluting your SEO efforts.

Can I use identical keywords for similar products in my store?

Using identical primary keywords across multiple pages creates competition between your own pages. Instead, use variations or more specific long-tail keywords for similar products.