If your ecommerce SEO isn’t led by keyword strategy, you’re flying blind. Keyword research is the foundation of scalable digital growth. It ensures your products are discoverable, your content is aligned with buyer intent, and your visibility isn’t left to chance.
This guide breaks down how ecommerce brands can use keyword research to outperform competitors, boost organic traffic, and drive serious sales. From seed keywords to voice search, from product pages to competitor analysis — this is the keyword playbook for modern online retailers.
Want to know why these keyword strategies work — and what’s driving search behaviour in Australia right now? Explore the latest ecommerce keyword trends shaping visibility in 2025.
Why Ecommerce Keyword Research Still Matters
Search engines (and now AI search assistants) don’t just look for brands — they look for intent. Keyword research is your way in. In ecommerce, it:
- Matches your product and category pages with high-intent search terms
- Informs your blog content, paid search campaigns, and landing pages
- Drives visibility in both traditional and AI-powered search results
Bottom line? If you’re not speaking the language your customers are searching in, you’re invisible.
Types of Ecommerce Keywords You Need to Target
To win, you need more than one type of keyword. Here’s the full mix:
Seed Keywords
The broad starting point — like “dog collars” or “wireless earbuds” — used to generate ideas.
Short-Tail Keywords
1-2 words, high volume, high competition (e.g., “running shoes”). Great for category pages but hard to rank without strong domain authority.
Long-Tail Keywords
More specific, lower competition, higher conversion (e.g., “women’s waterproof hiking boots size 9”). Perfect for product pages.
Branded Keywords
Your brand name, product line names, or misspellings — critical for brand protection and targeting loyal shoppers.
Local Keywords
For ecommerce brands with local SEO needs (e.g., “vegan candles Melbourne”). Helps with Google’s local pack rankings.
Semantic & Voice-Friendly Keywords
Phrase-based search terms driven by AI and voice search. Think: “what are the best shoes for flat feet” or “eco-friendly dog harness under $50.”
Pro tip: Use keyword clustering to group semantically related terms around product or topic hubs. It’s what AI search models prefer.
Best Ecommerce Keyword Research Tools (and How to Use Them)
You don’t need 10 tools — you need 2 or 3 that you actually use. Here’s what works:
|
Tool |
Use Case |
Why It Matters |
|
SEMrush |
Keyword ideas, competitor gap analysis |
Excellent for domain vs domain visibility |
|
Ahrefs |
Volume, keyword difficulty, backlink relevance |
Great for link-focused strategies |
|
Google Keyword Planner |
Core keyword data for PPC and SEO |
Works best when paired with GA4 insights |
|
Ubersuggest |
Simpler UI, great for solopreneurs and smaller stores |
Low learning curve |
|
Moz |
Keyword tracking and SERP features |
Especially good for local SEO and rank tracking |
Bonus: Try AlsoAsked.com or AnswerThePublic to generate questions your customers are literally asking.
Keyword Research by Platform: Shopify, WooCommerce, BigCommerce
Shopify Keyword Tactics
- Use Shopify’s native SEO fields: title, meta description, alt tags, and URL handles.
- Target long-tail keywords within product descriptions.
- Add rich snippets via apps or schema code.
- Use Shopify Search Console data to find missed terms.
WooCommerce Keyword Tactics
- Extract keywords from customer reviews and FAQ plugins.
- Optimise for speed + SEO with lightweight themes and schema.
- Integrate GA4 and track search queries that convert.
- Use permalinks wisely — /category/product-name works well.
BigCommerce Keyword Tactics
- Embed keywords in navigation, product filters, and category blurbs.
- Leverage BigCommerce’s SEO-friendly structure with site hierarchies.
- Target both informational and transactional intent keywords.
Real Ecommerce Keyword Strategy: Mapping, Clustering, Intent
You don’t just find keywords — you map them to pages that convert.
|
Page Type |
Keyword Target |
Example |
|
Homepage |
Brand + broad category terms |
“Sustainable Homewares” |
|
Category Page |
Short-tail + modifiers |
“Ceramic Vases for Living Room” |
|
Product Page |
Long-tail + semantic match |
“Blue stoneware vase 25cm” |
|
Blog |
Questions, pain points, voice search terms |
“How to style vases in minimalist homes” |
Cluster related keywords around these hubs, then internally link to guide search crawlers (and humans) through.
Voice Search & AI Optimisation for Ecommerce
Search is evolving fast. With the rise of voice assistants and AI-powered search engines like Google SGE, Perplexity, and ChatGPT, keywords are becoming more conversational.
- Optimise for questions: e.g., “Where can I buy handmade ceramic mugs in Australia?”
- Use schema markup (FAQ, HowTo) to increase visibility in AI search
- Focus on intent clusters: not just “running shoes” but “best shoes for marathon training with arch support”
- Include answers and context within product pages and blogs
Voice queries are longer, more natural, and often indicate high intent — make sure your content responds in kind. To see how AI, voice search, and long-tail behaviour are actively shaping search in Australia, check out our deep dive into Ecommerce Keyword Trends.
Keyword Cannibalisation in Ecommerce: Spot It, Fix It
Keyword cannibalisation happens when multiple pages target the same keyword, confusing Google and splitting ranking authority.
How to spot it:
- Use SEMrush or Ahrefs to track pages ranking for the same term
- Audit URLs and titles for duplication
How to fix it:
- Consolidate similar pages or redirect to the strongest one
- Differentiate content by focusing each page on a specific long-tail variation
- Use internal linking to create a clear hierarchy
Avoiding cannibalisation ensures each page gets its chance to rank and convert.
Internal Linking for Keyword SEO
Internal links help distribute authority and guide users (and bots) through your site. Here’s how keyword strategy supports that:
- Link from blog posts to category or product pages using anchor text that matches keyword intent
- Create hubs around main topics — e.g., a “Sustainable Materials” blog linking to all eco-friendly products
- Ensure navigation menus use keyword-rich labels where appropriate
A clean internal structure boosts indexability, user experience, and keyword relevance.
Sample Keyword Planning Framework
Instead of giving away our full strategy, here’s a simplified framework to help visualise how ecommerce brands can approach keyword research:
- Discovery: Start with seed keywords, customer language, and competitor research.
- Mapping: Assign high-intent terms to relevant site pages — product, category, and content.
- Optimisation: Refine titles, meta tags, headers, and body content for chosen terms.
- Tracking: Use SEO tools to monitor rankings, traffic, and keyword-driven conversions.
This approach lays a solid foundation without giving away your entire strategy. If you’d like help turning this into a full campaign, that’s where we come in.
Tracking Keyword Success: Metrics That Matter
If you’re not tracking performance, you’re guessing. Here’s what to measure:
|
Metric |
Why It Matters |
Good Benchmark |
|
Organic Traffic |
Are your keywords driving visitors? |
10k+/month (scalable) |
|
Keyword Ranking |
Are you climbing in search results? |
Top 3 for target terms |
|
Conversion Rate |
Are those visitors buying? |
2–5%+ |
|
Click-Through Rate |
Are your listings compelling? |
3%+ |
|
Revenue Per Visitor |
Does traffic translate to $$? |
Varies — aim for consistency |
Use GA4 + GSC + your favourite rank tracker to monitor and optimise monthly.
Ecommerce Keyword Research Checklist
To help you implement everything covered in this guide, here’s a practical keyword research checklist — now with explanations to show exactly why each step matters.
|
Action |
Why It Matters |
|
Define seed keywords by product category |
Establishes the core terms your audience is using and sets a base for deeper research |
|
Use tools to generate short- and long-tail variants |
Helps capture high-volume and high-intent traffic segments |
|
Map keywords to specific site pages |
Prevents overlap and keyword cannibalisation; improves clarity for search engines |
|
Cluster keywords by intent and topic |
Supports AI and semantic search by grouping related terms effectively |
|
Optimise page structure + content |
Ensures each page is technically and contextually aligned with its target keywords |
|
Track rankings, CTR, and conversions monthly |
Allows you to monitor ROI and identify what’s working or not |
|
Update keywords quarterly based on trends and data |
Keeps your SEO current with evolving customer behaviour and search trends |
|
Layer in voice, local, and semantic search terms |
Enhances visibility across voice assistants and AI-driven search platforms |
|
Fix cannibalisation issues |
Ensures each page has a clear, unique keyword focus to maximise performance |
|
Build internal linking pathways |
Distributes authority and strengthens the relationship between pages |
|
Run periodic competitor keyword audits |
Identifies opportunities and gaps by tracking what your competitors rank for |
From Keywords to Conversions: Your Next Move
Ecommerce keyword research isn’t just a box to tick — it’s a revenue multiplier. When done right, it increases traffic, boosts conversions, and makes your brand unmissable in search results (including AI-driven ones).
If you’re ready to stop guessing and start scaling, explore our Ecommerce SEO Services — and let’s turn search intent into consistent sales.
FAQs About Ecommerce Keyword Research
Why is keyword research vital for ecommerce growth?
It’s how search engines (and AI tools) connect your products with buying intent. Without it, your store gets buried.
Are long-tail keywords still worth it in 2025?
Absolutely — they’re more specific, have lower competition, and convert better.
How do I adapt my keyword strategy for AI search and voice queries?
Optimise for natural language, questions, and semantically related phrases. Use FAQ schema and conversational content.
How often should I update my keyword strategy?
Every 3–6 months — or whenever your products, categories, or customer search behaviour shifts.
What’s keyword cannibalisation and how do I avoid it?
It’s when multiple pages target the same keyword. Avoid it by assigning unique targets to each page and structuring content clearly.
Should ecommerce brands build topic clusters?
Yes. Clusters help search engines understand content relationships, improve ranking signals, and support internal linking.
Can Phoenix Wolf help with AI search optimisation for ecommerce sites?
Absolutely. Through our Intelligent Visibility Optimisation framework, we help ecommerce brands optimise for visibility in both traditional and AI-powered search engines. From structured data and intent clustering to voice search and semantic targeting — we make sure your products show up where modern buyers are looking.
