A simple, practical guide to finding the keywords that actually drive sales.
The Secret Language Behind Every Sale
Every online purchase begins the same way: with a word or phrase typed into a search bar.
It might be intentional, it might be rushed, it might be a half-formed guess. But it always starts with language. And yet, most ecommerce brands treat keyword research like a technical SEO chore instead of what it really is:
A direct window into customer behavior.
People reveal what they want through:
- their Google searches
- their Reddit rants
- their TikTok comments
- their Amazon reviews
- their Instagram DMs
- their competitors’ Q&A sections
If you pay attention, you start to notice patterns. Those patterns become insights, and those insights become keywords.
And suddenly, keyword analysis for ecommerce becomes something far more powerful:
A method for understanding how people think, decide, compare, and buy.
Why Keyword Research Matters More Than You Think
The simplest way to understand keyword research is to listen. If you ran a physical store, you'd hear customers say:
- “Do you have this in a smaller size?”
- “My skin gets irritated, what do you recommend?”
- “Which one lasts longer?”
Online shoppers say these exact things; they just say them through search queries, Reddit threads, YouTube comments, and TikTok reviews.
That’s why ecommerce keyword research is not optional. It’s fundamental..
You’re not trying to guess what people care about. You’re seeing it in real time:
- Complaints people repeat on Reddit
- Questions they ask under competitor TikToks
- Keywords they use in Amazon reviews
- “Does this work for ___?” comments on Instagram
- “Best ___ for ___” searches in Google Trends
Keyword research isn’t about chasing algorithms. It’s about studying your market with the honesty of social behavior.
When you know the right SEO keywords for ecommerce, you instantly understand:
- What to name products
- How to structure categories
- What pain points to highlight
- What benefits matter most
- What comparisons shoppers make
- What objections do they repeat
It makes everything, from product pages to ads, sharper and more aligned with how people actually search.
Step 1: Start by Observing Real Customer Behavior
Before touching a single research tool, start with people. Look at how they talk in the wild:
Reddit Communities
Search your niche inside:
- r/ecommerce
- r/BuyItForLife
- r/SkincareAddiction
- r/fitness
- r/homegym
- r/MakeupAddiction
(whatever fits your category)
Reddit is brutally honest. People say exactly what they think.
You’ll find:
- repeat frustrations
- comparison language
- favorite features
- overlooked benefits
- questions that appear over and over
These become keyword ideas.
TikTok & Instagram Comments
Watch comments under popular products in your niche.
You’ll notice people ask:
- “Does it work on oily skin?”
- “Is this worth the price?”
- “What’s the best alternative?”
Every question is a potential keyword.
Every comparison is a keyword.
Every complaint is a keyword.
Reviews & Q&A
Customers reveal their exact vocabulary in reviews.
If 300 people say “lightweight backpack,” that phrase will outperform whatever fancy name your product team brainstormed.
These real voices give you the raw language customers trust, not “brand copy,” but their copy.
Use it.
Step 2: Gather Keywords Using Simple, Reliable Tools
Now that you have customer language, convert it into structured keywords.
You’ll need some tools:
1. Google Search Console
Google Search Console shows what customers already associate with your store.
Look for:
- Impressions without clicks
- Keywords you're on page 2–3 for
- Pages with declining visibility
These reveal fast wins.
2. Search Atlas / Ahrefs / Semrush
These SEO tools help validate search demand and uncover competitor insights.
Pick one: they’re all great.
Use for:
- validate search demand
- analyze competitors
- generate long-tail variations
- estimate keyword difficulty
- identify new content gaps
Helpful insight: Competitor keywords often reveal topics customers care about that you haven’t covered yet.
3. Google Keyword Planner
Google Keyword Planner reveals keyword volume trends and related variations.
Simple. Clean. Directional.
Use for:
- verifying search demand
- discovering related variations
- spotting seasonal surges
Step 3: Understand Levels of Intent (Not “Good” or “Bad” Keywords)
One of the biggest mistakes in SEO is labeling broad keywords as “bad” or “low value.”
That’s not accurate.
Every keyword has value; it just plays a different role.
1. Broad Search Terms (early-stage intent)
These keywords show category interest:
- “protein powder”
- “running shoes”
- “pet bed”
They’re useful for:
- category structure
- content hubs
- understanding general demand
They do not necessarily indicate purchase-readiness.
2. Specific Search Terms (problem + context)
These reveal deeper understanding of the need:
- “protein powder for weight loss”
- “running shoes for wide feet”
- “best pet beds for large dogs”
These reflect evaluation-stage behavior.
3. High-Intent Search Terms (near-purchase intent)
These include qualifiers:
- “best vegan protein powder for women”
- “running shoes for flat feet review”
- “orthopedic dog bed for arthritis”
Signs of high intent include:
- “best”
- “review”
- “vs”
- “for ___”
- “near me”
- “cheap”
- “buy”
- “top”
- “alternative”
The rule is simple: The more context a keyword contains, the clearer the searcher’s intent.
Step 4: Cluster Keywords Into Actionable Groups
Advanced keyword analysis organizes keywords into search journeys, not lists.
Here’s a simple cluster:
Informational (education + curiosity)
“What is the best moisturizer for sensitive skin?”
Great for blogs, guides, FAQs, email nurturing.
Comparison (evaluation mode)
“X vs Y protein powder”
Perfect for landing pages, advertorials, buying guides.
Transactional (ready to purchase)
“buy cruelty-free shampoo”
Ideal for product pages and category pages.
Step 5: Map Keywords to Your Store
This is where keyword research becomes real-world revenue.
Product Pages → Transactional keywords
Category Pages → Comparison keywords
Blog Posts → Informational keywords
FAQs → Objection keywords
Internal Search → Common customer phrases
Home Page → Brand-defining keywords
This alignment sends a powerful signal to Google, and an even more powerful one to customers:
“We speak your language.”
Important:
Mapping keywords to pages does not mean using every keyword variation on the same page. That leads to keyword stuffing, something Google now penalizes heavily.
Keyword stuffing looks like:
- repeating the same phrase unnaturally
- forcing variations that don’t fit
- writing for search engines, not people
Instead, use the primary keyword as your page’s anchor, and let related terms appear naturally as you explain, compare, or demonstrate value.
Google rewards depth, not density.
Step 6: Strengthen Internal Linking (Your Biggest Untapped Advantage)
Internal links tell Google:
- Which pages matter
- How your content connects
- What your hierarchy looks like
They tell customers the same thing.
Simple rule:
- Blogs link to collections
- Collections link to products
- Products link to complementary products
- FAQs link to solutions
This structure improves both rankings and conversions.
Step 7: Turn Keyword Insights Into Conversions
Once your store reflects the language of your customers, you’ll see:
- more qualified traffic
- higher engagement
- clearer product understanding
- fewer bounce rates
- more add-to-carts
- more sales
Because nothing increases conversions faster than a customer thinking:
“Yes, this is exactly what I was looking for.”
Final Reflection: Your Customers Are Already Telling You What They Want
At the end of the day, keyword research isn’t a technical exercise. It isn’t a checklist. And it certainly isn’t something you do just to “please” Google.
Keyword research is listening.
Every search your customers make is a clue about what they want, what they fear, what they’re confused about, and what they’re ready to buy. They express these things everywhere, not just on Google.
They show up in Reddit threads when someone asks for honest advice. In TikTok comments where they complain about what didn’t work. In Amazon reviews where they tell you exactly what they loved and exactly what disappointed them. In Instagram DMs, when they ask for a recommendation, since your content hasn’t been answered yet.
Your job isn’t to guess; it’s to pay attention. And paying attention doesn’t mean stuffing every keyword variation into a page.
Keyword stuffing is what happens when brands write for algorithms instead of people, and modern search engines no longer reward that.
Write naturally, use keywords to guide clarity, and let customer language shape your content. When you mirror how people actually speak and search, your store becomes easier to find and much easier to buy from.
Ready to turn these insights into real growth?
Visit Vasta to explore our SEO, CRO, and Dev services, built specifically for ecommerce brands that want smarter traction, not guesswork.
And if you want ongoing strategic breakdowns, benchmarks, and behind-the-scenes lessons from fast-scaling Shopify stores, connect with our CEO, Igor Silva, on Instagram and YouTube.
