A comprehensive guide to finding the right keywords that will drive organic traffic and sales to your Shopify store.
As a Shopify merchant, I know firsthand the challenges and immense opportunities that come with running an online store. One of the most impactful strategies I’ve implemented to grow my business has been mastering SEO, and at the heart of effective SEO lies robust keyword research.
I’ve learned that simply having great products isn’t enough; people need to find them. That’s where search engines come in, and keywords are the bridge between what your potential customers are searching for and the products you offer.
In this guide, I want to share my personal approach to Shopify SEO keyword research. I’ll walk you through the techniques I use, the tools I find most helpful, and how I apply this knowledge to my own store to attract more qualified traffic and boost sales.
First, let’s clarify what keywords are in the context of SEO. Simply put, keywords are the words and phrases that people type into search engines like Google when they’re looking for information, products, or services.
For your Shopify store, these are the terms your ideal customers use when they’re trying to find products like yours. Identifying these terms is crucial because it allows you to optimize your store’s content to match their search intent.
Understanding customer intent is paramount. Are they looking to buy something immediately (transactional intent)? Are they researching a problem (informational intent)? Or are they trying to find a specific brand or product (navigational intent)? Matching your content to their intent is key.
I categorize keywords into a few main types. There are ‘short-tail’ or ‘head’ keywords, which are typically one or two words, like ‘women’s shoes’ or ‘coffee maker’. These often have high search volume but are very competitive.
Then we have ‘mid-tail’ keywords, which are a bit more specific, usually two to three words, such as ‘black leather women’s shoes’ or ‘espresso coffee maker’. These offer a good balance of volume and specificity.
My personal favorite, especially for Shopify stores, are ‘long-tail’ keywords. These are longer, more specific phrases, often three or more words, like ‘comfortable black leather women’s walking shoes’ or ‘best automatic espresso coffee maker for home’. They have lower search volume but much higher conversion rates because they indicate very specific intent.
Beyond length, I also consider the intent behind the search. ‘Informational’ keywords (e.g., ‘how to clean leather shoes’) are great for blog posts. ‘Navigational’ keywords (e.g., ‘Nike official store’) are for brand searches. ‘Transactional’ keywords (e.g., ‘buy women’s running shoes online’) are perfect for product pages.
Now, let me walk you through my step-by-step process for conducting keyword research for my Shopify store.
My first step is always brainstorming ‘seed’ keywords. I put myself in my customer’s shoes. What would I type into Google if I were looking for my products? I think about product categories, specific product names, common problems my products solve, and even brand names.
I also consider synonyms and related terms. If I sell ‘handmade jewelry’, I’ll also think about ‘artisan accessories’, ‘unique necklaces’, or ‘custom earrings’. This initial brainstorm gives me a solid foundation.
Next, and this is a goldmine for Shopify merchants, I dive into my own store’s internal search data. Shopify Analytics provides insights into what customers are searching for directly on my site.
You can find this under ‘Analytics’ > ‘Reports’ > ‘Behavior’ > ‘Top online store searches’. This data tells me exactly what my existing visitors are looking for, which often reveals unmet needs or popular products I might not be optimizing for.
This internal search data is incredibly valuable because it represents actual demand from people who are already on my site and interested in what I offer. It’s a direct line to customer intent.
My third step involves competitor analysis. I identify my top competitors and analyze their websites. I look at their product page titles, descriptions, collection pages, and especially their blog content.
I pay close attention to the keywords they seem to be targeting. While I don’t copy them, it gives me ideas for keywords I might have missed or helps me understand the competitive landscape. Tools like Ahrefs or SEMrush can automate this, but manual review is also effective.
For example, I’ll look at their meta descriptions and titles on Google search results. What keywords are they using there? This often reveals their primary target keywords for specific pages.
The fourth step is utilizing keyword research tools. There are many options, both free and paid, that I leverage.
Google Keyword Planner is a fantastic free tool, even though it’s designed for Google Ads. I use it to get search volume estimates and discover related keywords. It helps me understand the potential reach of a keyword.
Google Search Console is another must-have free tool. Under ‘Performance’ > ‘Queries’, I can see the actual search queries people used to find my site. This is incredibly powerful for identifying keywords I’m already ranking for and finding new opportunities.
I also frequently use Google Autocomplete and the ‘People Also Ask’ (PAA) section directly in Google search results. When I type a seed keyword, Google suggests related queries, and the PAA section provides common questions, which are excellent for long-tail keywords and blog post ideas.
Google Trends is great for understanding the seasonality of keywords and identifying emerging trends. If I sell seasonal products, this helps me time my SEO efforts perfectly.
While I primarily rely on free tools, I’ve also used paid tools like Ahrefs, SEMrush, or Moz Keyword Explorer for more in-depth analysis, especially for competitive research and backlink analysis. They offer more comprehensive data and features.
Once I have a list of potential keywords, my fifth step is to refine my understanding of search intent for each. For instance, ‘buy running shoes’ clearly has transactional intent, while ‘how to choose running shoes’ has informational intent.
I make sure that the content I create or optimize matches this intent. Product pages are for transactional keywords, blog posts are for informational ones, and collection pages can serve a mix of both.
My final step in the research phase is keyword grouping and mapping. I organize my keywords into logical themes or clusters. For example, all keywords related to ‘eco-friendly water bottles’ go together.
Then, I map these keyword groups to specific pages on my Shopify store. This means assigning primary and secondary keywords to product pages, collection pages, blog posts, and even my homepage.
This mapping helps me avoid keyword cannibalization, where multiple pages on my site compete for the same keywords, which can confuse search engines.
Once I have my keywords, the implementation phase on Shopify is critical. I strategically place my chosen keywords in various parts of my store.
This includes product titles and descriptions, collection titles and descriptions, blog post titles and content, meta titles and descriptions (the text that appears in search results), image alt text, and even URL slugs.
I always ensure the keyword placement feels natural and provides value to the reader. Keyword stuffing, which is unnaturally repeating keywords, is a big no-no and can harm your rankings.
SEO is not a one-time task; it’s an ongoing process. I constantly monitor my keyword performance using Google Analytics and Google Search Console.
I track which keywords are driving traffic, which pages are ranking for them, and where I might be losing ground. This data informs my ongoing optimization efforts.
I regularly update my product descriptions, blog posts, and collection pages with fresh content and newly discovered keywords. The search landscape is always evolving, and so should my SEO strategy.
There are a few common mistakes I’ve learned to avoid. As I mentioned, keyword stuffing is detrimental. Focus on quality content that naturally incorporates keywords.
Ignoring long-tail keywords is another common pitfall. While they have lower volume, their high conversion rates make them incredibly valuable for Shopify stores.
Not updating content is a missed opportunity. Old content can become stale and lose its ranking power. Regularly refreshing it with new information and keywords is essential.
Finally, don’t focus solely on high-volume keywords. These are often the most competitive. A balanced strategy that includes a mix of short, mid, and long-tail keywords will yield better results.
In conclusion, mastering keyword research is a fundamental skill for any Shopify merchant looking to succeed in the competitive e-commerce landscape. It’s about understanding your customers and speaking their language.
By following these techniques, you’ll be well on your way to attracting more qualified traffic, increasing your visibility, and ultimately, growing your Shopify business.
What do you think about these keyword research techniques? Have you found success with any particular methods for your Shopify store? I’d love to hear your thoughts!
