Keyword Research for Online Shops: 5 Steps

Did you know that the top three search results receive over 58% of all search traffic? A well-thought-out keyword research strategy is the key to reaching your target audience and increasing your revenue. In 5 simple steps, you can find the right keywords and use them optimally:

1. Start with a product list: Note down main and subcategories as well as unique selling points of your products.
2. Analyse competitors: Use tools like Semrush or Ahrefs to check your competitors' keywords.
3. Use tools: Choose a suitable keyword tool (e.g. Google Keyword Planner or Ahrefs) and analyse search volume, trends, and difficulty levels.
4. Find specific search terms: Focus on long-tail keywords that specifically target users with purchase intent.
5. Structure and deploy keywords: Organise keywords by topic and integrate them into product and category pages as well as helpful content.

Keyword Tool Comparison

ToolAdvantagesDisadvantages****Price/MonthGoogle Keyword PlannerFree, good forecastsLimited data for organic searchFreeeSemrushExtensive data, competitor analysisExpensive, complex for beginnersFrom EUR 120AhrefsPowerful featuresPremium price, steep learning curveFrom EUR 99Surfer SEOBeginner-friendly, content editorFewer features than high-end toolsFrom EUR 49

Why Is This Important?

A good keyword strategy improves your visibility, brings qualified traffic, and increases the conversion rate. Start your research now and optimise your online shop for long-term success.

Step 1: Begin Your Keyword Research

Create a Product List

List the main and subcategories of your shop as well as their unique selling points. An example: The online shop "Felix & Fifi" for small animal supplies could structure its products like this:

• Dog food and cat food
• Dog toys and cat toys
• Cat trees and accessories
• Dog beds and transport boxes

A detailed product list helps you better understand your customers' perspective.

Think Like Your Customers

To understand the search intent of your target audience, you can divide it into four categories:

Search IntentDescriptionExampleInformationalUsers search for information"What helps with back pain"TransactionalPurchase intent"Adobe Photoshop download"Commercial InvestigationProduct research"Women's shoes"NavigationalSearching for a specific website"seonative keyword analysis"

Use these methods to identify relevant search terms:

• Read product reviews on platforms like Amazon or from competitors.
• Follow discussions in forums like Reddit or Quora.
• Use Google's autocomplete to find related search terms.

This knowledge forms the basis for analysing your competition.

Analyse Your Competition

Use tools like SISTRIX, Ahrefs, or Semrush to examine your competitors' keywords.

Pay attention to:

• Keywords with high commercial value
• Terms with relevant search volume
• Keywords where ranking is realistic
• Topics missing from your content

Export the rankings of your main competitors and compare them with your own positions. This helps you identify gaps and opportunities.

Step 2: Choose the Right Keyword Tool

Selecting the Right Tools

Choose a keyword tool that suits your needs. Functionality, data scope, and budget all play an important role. Here is an overview of some popular options:

ToolAdvantagesDisadvantages****Price per MonthGoogle Keyword Planner- Free

• Good forecast features
• Integration with Google Ads- Limited data for organic search
• Only shows search volume rangesFree Semrush- Extensive keyword data
• Detailed competitor analysis
• Content planning- Complex for beginners
• ExpensiveFrom EUR 120Ahrefs- Powerful keyword explorer
• Comprehensive backlink analysis
• Long-tail keywords- Steep learning curve
• Premium priceFrom EUR 99Surfer SEO- Topic cluster generation
• Content editor
• Beginner-friendly- Fewer features than high-end toolsFrom EUR 49

Once you have selected your tool, you can analyse the search data to refine your keyword strategy.

Analysing Search Data

With your tool, you can examine the crucial search data to identify the best keywords:

• Search volume & trends: Focus on keywords that are regularly searched for.
• Keyword difficulty: Choose a mix of easy, medium, and challenging keywords.
• Timeliness & filters: Use current data and filter options such as geographical or industry-specific settings.

An example: A sportswear shop could focus on more specific terms like "Pilates" or "joint-friendly" instead of highly competitive keywords.

If free tools reach their limits or you need special features, investing in a professional tool can be worthwhile.

Step 3: Find Specific Search Terms

Why Specific Keywords Are Better

Long-tail keywords, which often consist of more than three words, specifically target users who already have purchase intent. An example: While the keyword "headphones" delivers around 26 million results, "Beats Studio 3 Bluetooth Black headphones" is much more specific and leads to fewer but more relevant results.

Benefits of specific keywords:

AspectShort KeywordsSpecific KeywordsSearch volumeHighLowerCompetitionVery strongLowerConversion rateLowHigherPurchase intentOften unspecificOften concrete

How to Find Specific Keywords

Use these approaches to identify targeted keywords:

• Analyse visitor data: Tools like Google Search Console help you understand the terms your target audience actually uses. Forums or communities can also provide insights into your customers' language.
• Use keyword modifiers: Adapt base keywords by adding details such as:
• Product characteristics (e.g. colour, size, material)
• Price categories (e.g. affordable, premium, reduced)
• Use cases (e.g. for beginners, professional)
• Purchase process stages (e.g. test, comparison, review)
• Analyse search result features: Use SEO tools to find out which keywords trigger shopping ads or product carousels.
• Analyse competitors: Look at which long-tail keywords your competitors use to discover additional opportunities.

A combination of information-oriented keywords like "comparison" or "test" and purchase-oriented terms like "buy" or "price" helps you reach customers at different stages of their buying decision.

With these strategies, you create a solid foundation for efficiently organising and prioritising your keywords in the next step.

Ecommerce SEO: How to do keyword research to optimize your online store

Step 4: Sort and Group Keywords

After identifying specific keywords, you should organise them meaningfully to make your SEO strategy more efficient.

Selecting the Most Important Keywords

Focus on keywords based on search volume, difficulty level, and commercial potential. Keywords can be divided into two main categories:

• High-value keywords: These keywords have high commercial relevance but are often harder to rank for. They offer long-term benefits.
• Quick-win keywords: With low difficulty (KD 0-30) and at least 100 monthly searches, they enable faster ranking successes.

It makes sense to combine both categories to cover different user needs.

Keyword TypeSearch VolumeDifficulty****Conversion PotentialHigh-valueVery highHighMediumQuick-winModerateLoweHighLong-tailLowVery lowVery high

Sorting Keywords by Topics and Product Types

Once the prioritised keywords are established, they should be grouped thematically. A structured approach helps organise content better and make products easier to find.

1. Identify Main Topics

Define overarching categories for your keywords. An example:

Main TopicExample KeywordMonthly Search VolumePremium dog foodBest dog food for puppies7,600Special foodDog food for picky eaters2,000AccessoriesMetal dog food container1,500

2. Create Subcategories

Refine the main topics by adding specific subcategories. Examples:

• Material: Metal, ceramic
• Size: 50 l, 100 l
• Special features: With wheels, airtight

Through meaningful keyword grouping, you improve not only navigation but also product discoverability. Professional tools that automate the keyword grouping process can support you in this effort.