Keyword Research for eCommerce: The Backbone of SEO Success

“Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” – Abraham Lincoln

Lincoln’s quote wasn’t about an online store, but the principle stands. Strategy matters. In eCommerce, keyword research is your sharpening stone. Without it, you're swinging blind—creating content, launching products, and running ads without understanding search intent or how to meet potential buyers where they are.

So, what exactly is keyword research, and why is it crucial for eCommerce SEO? Let’s break down the what, how, and why—clearly and practically.

What is Keyword Research, Really?

At its core, keyword research means uncovering the search terms people use in search engines when looking for products, services, or information. These aren’t just words—they’re behaviour signals. Every search query reveals search intent: to buy, compare, learn, or solve a problem.

Examples:

• Someone typing “best hiking boots for flat feet” is likely ready to make a purchase.
  
  
• A user searching “gluten-free baking mix delivery Australia” is action-oriented and location-specific—exactly the kind of visitor your online store wants.
  
  

Matching these search queries with your product pages, metadata, and content is what drives conversions. It’s not about chasing high search volume keywords blindly, but about finding the right ones—those that connect your offer to actual customer needs.

Why Keyword Research Is Crucial for eCommerce

1. It Puts You in Front of the Right Audience

The myth: More traffic is always better. The truth: only relevant traffic matters.

Focusing on long-tail keywords that match buying intent brings qualified visitors who are closer to purchasing. These are people who actually want what you sell.

Example:
A small Australian homeware brand may struggle to rank for “candles”, but targeting terms like “vegan scented candles Brisbane” or “natural soy candles Australia” can drive meaningful traffic—users who are ready to buy.

2. It Strengthens On-Page SEO

Search engines rely on content signals to determine relevance. Integrating well-researched ecommerce keywords into your product titles, product pages, alt text, headers, and meta descriptions gives your site the clarity it needs to rank.

Even with AI-driven updates like BERT and MUM, search engines still need structure. According to Google’s own documentation, using descriptive, keyword-rich content remains a best practice—not for stuffing, but for search engine results page (SERP) clarity.

3. It Reveals What Your Customers Actually Care About

Keyword ideas reflect real-world interests, questions, and problems.

Let’s say you manage an electronics online store. A spike in searches for “USB-C docking station for dual monitors” tells you:

• Customers want multi-monitor solutions
  
  
• There’s a content opportunity (think blog posts, how-to guides)
  
  
• You may need to adjust product bundles
  
  

Keyword research informs more than just SEO. It shapes:

• Content strategy
  
  
• Email subject lines
  
  
• FAQs
  
  
• Product development
  
  
• Buyer guides
  
  

4. It Reveals Competitive Gaps and Opportunities

Using platforms like Semrush or Ahrefs, you can find what your competitors rank for—and what they’re missing.

These tools help you:

• Discover list of keywords competitors rank for
  
  
• Spot content gaps
  
  
• Track emerging trends
  
  
• Identify keyword difficulty and low-competition terms
  
  

Example:
A niche skincare label won’t outrank global brands for “moisturiser”. But it can dominate “fragrance-free moisturiser for eczema-prone skin” or “gentle moisturiser for rosacea Australia”.

5. It Optimises Product Listings on Marketplaces

Whether you’re on Amazon, Etsy, or eBay, your product pages need to be optimised for each platform’s algorithm.

Amazon’s A10 algorithm prioritises relevant keywords, CTR, and sales performance. Your listings should reflect this:

• Use long-tail descriptors (size, use, benefit)
  
  
• Tailor keywords to customer behaviour on that platform
  
  

Tools like Helium 10 or eRank offer marketplace-specific keyword research for sellers serious about visibility and sales.

6. It Saves Time and Budget on Paid Ads

Keyword research improves ad performance by targeting terms that align with user search intent.

Example:
Running Google Ads for “kitchen gadgets” might yield clicks but poor conversions if your audience wants novelty items, not premium tools.

Better approach: Target “professional-grade garlic press Australia” or “compact spice rack for small kitchens”. These find relevant keywords that cost less and convert more.

WordStream studies show that better targeting reduces CPC and increases ROI, especially for SMEs with tight budgets.

How to Do Keyword Research That Actually Works

A practical, non-technical approach:

Step 1: Start With Your Customer in Mind

Think like your customer. What are they searching for when they:

• Compare options?
  
  
• Try to solve a problem?
  
  
• Want to buy?
  
  

Use Google Autocomplete, People Also Ask, or forums to find real search terms. Explore their questions and pain points.

Step 2: Use Reliable Tools

Each tool offers different benefits:

• Google Keyword Planner – best for ads and average monthly searches
  
  
• Ubersuggest – budget-friendly overview of volume and competition
  
  
• Ahrefs / Semrush – in-depth data on keyword difficulty, traffic, and trends
  
  
• AnswerThePublic – great for content-focused keyword ideas
  
  

Step 3: Analyse Intent

Classify keywords by search intent:

• Informational: “how to clean a cast iron skillet”
  
  
• Navigational: “Web Ninja integrations login”
  
  
• Transactional: “buy cast iron pan online Australia”
  
  

Prioritise transactional for product pages, and mix in informational for blog posts and guides.

Step 4: Group and Map Keywords

Cluster-related terms to avoid cannibalisation. Assign them to:

• Product pages
  
  
• Product categories
  
  
• Landing pages
  
  
• Blog posts
  
  

This ensures clarity for both users and search engines.

Practical Tips From the Trenches

• Localise your strategy: Use Google Trends Australia and AU-specific data sources.
  
  
• Revisit regularly: Trends evolve. Refresh your keyword strategy every 3–6 months.
  
  
• Value over volume: Don’t obsess over high search volume—aim for relevance and intent.
  
  
• Check SERPs manually: Type the keyword and observe what ranks—blog posts, product pages, videos? Tailor accordingly.
  
  
• Use your socials: Social media is a great place to test messaging and discover new keyword ideas from audience engagement.
  
  

Final Thoughts: Make Keyword Research Core to Your Strategy

Effective keyword research for eCommerce is not a one-time job—it’s an ongoing commitment to understanding your customers and optimising your presence.

It helps shape content, align ad strategy, enhance product visibility, and connect your store with the right audience at the right time.

At Web Ninja, we don’t just hand you a list of keywords—we deliver practical, research-backed strategies that drive results. From keyword difficulty analysis to mapping search queries to specific product pages or blog posts, we help eCommerce brands sharpen their edge.

Launching a new product? Updating a category? Building out your content hub? We’re ready to help you find relevant keywords, align with search intent, and start showing up where it counts—in the search engine results page.

Need help turning keyword research into revenue? Summon a Ninja.