Keyword Research for Ecommerce: A Starters Guide (2025)

Years of experience in ecommerce have shown me time and again that keyword research can make or break an online business.

In 2025, as competition intensifies and consumer search behavior continually changes, smart keyword research remains the backbone of any successful ecommerce strategy.

I’m not one for empty slogans; I’m here to outline exactly what you need to do in clear, straightforward language so you can stop guessing and start growing.

In this guide, I break down key concepts, real cases, and practical steps you can follow.

I also share some true stories from brands that have boosted their results through focused keyword analysis and strategy.

By the end, you’ll see that keyword research isn’t just about generating a random list of search terms; it’s about matching those terms to what users really want and continually fine-tuning so you stay ahead of your competitors.

Why Keyword Research Still Matters in 2025

I get asked one question a lot: “Is keyword research still relevant?” My answer is a clear yes.

The reason is simple. People still use specific words and phrases to look for products and information.

New search features such as voice search, AI suggestions, and even augmented reality shopping haven’t changed that fact.

In fact, these advances have made it even more important to focus on keywords that match what users intend when they search.

A well-researched keyword strategy:

• Directly reaches your ideal audience at different stages of their buying cycle.
• Saves time and resources by focusing on terms that actually convert instead of random guesses.
• Helps you stay several steps ahead of your competition with a proactive approach.

So yes, keyword research still matters. In 2025, ignoring it means risking being left behind by those who invest in it.

Core Foundations: Intent, Competitors, and the Customer Buying Process

Three essential strategies for any ecommerce business aiming to succeed online:

1. Recognizing Search Intent

It’s all about knowing why someone types a particular phrase. Is it for information, like “how to clean leather shoes”?

Or is it more about making a purchase, as in “buy running shoes online”? After reviewing many ecommerce guides over the years, the agreement is that matching these specific terms and what users are looking for with your content is the first step to success.

2.Competitor Keyword Analysis

Many top marketers always keep a close eye on their competitors.

By studying competitor websites, you can see which keywords bring in the most traffic and even spot gaps that they might have missed.

Those gaps can be a real advantage.

3. Mapping Keywords to the Customer Buying Process

Each stage in the buying process has its own set of keywords. When potential customers are just gathering information, they search for broad topics.

As they move closer to a purchase, their queries become more specific, like “best winter coats under $200.”

Matching your keywords to these stages means you’re reaching people at the right time.

A Quick Look at Real-World Results

It helps to ground ideas in actual data—after all, success stories speak for themselves. Three examples come to mind:

1. Cosmetify’s Keyword Focus

This brand dedicated itself to targeting purchase-oriented keywords. They developed new pages that filled gaps in their website.

By matching those pages with customer needs, they improved their average keyword ranking by nearly 12.6 positions and saw a 250% boost in organic revenue.

This was no random stroke of luck: it was the outcome of carefully mapping the right keywords to high-potential pages.

2. Van Dyke & Bacon’s Content Boost

They realized they were doing reasonably well for some terms already and decided to build optimized content around those topics. I

n about eight months, their daily organic clicks increased from 50 to 400, a 700% rise.

This shows that keywords you already rank for—even if only moderately—can deliver big results when supported by strong content.

3. Fast-Scaling Ecommerce Brand’s Content-First Approach

One brand experienced a dramatic 3,403% increase in keyword rankings in just nine months.

Their strategy focused on specific, high-conversion keywords and continuously improved both existing and new pages while keeping track of performance metrics.

This clear example shows how a systematic keyword plan makes a real difference.

Crafting Your Initial Seed List

Many people who ask for advice start out unsure of where to find relevant keywords. I always say, “Begin with what you know best—your products or services.”

Here’s how to build a seed list:

• Brainstorm product categories, subcategories, and brand names.
• Check search engine autofill suggestions to see common queries.
• Use basic research tools—free or paid—to gather a starting list of variants and synonyms.

For example, if you’re selling running shoes, you might begin with:

• “running shoes,” “trail running shoes,” “lightweight running shoes,” etc.
• Then add brand-specific terms like “Nike running shoes,” “Adidas running shoes.”
• And include specifics like “best running shoes for [foot type/problem].”

That’s the starting point. The list will be refined and expanded later.

Filtering Keywords by Intent and Difficulty

After building the initial list, evaluate each keyword by asking:

1. Does the search intent match what my content offers?
   ‍If someone types “benefits of running,” they’re looking for information. It wouldn’t be appropriate to send them straight to a purchase page. On the other hand, if the query is “shop running shoes discount,” you’d link them to a product listing page.
2. Does the keyword have enough search volume? 
   ‍I avoid chasing only the highest volume terms if they’re nearly impossible to rank for. Instead, I search for those with moderate volume and realistic ranking potential.
3. Is the keyword difficulty manageable? 
   ‍For newer businesses, competing for very general terms (like “running shoes”) can be an uphill battle. I prefer keywords with a difficultyrating low enough to secure wins quickly.

By combining these factors, you can focus on the keywords that really deserve your attention instead of diluting your effort on too many terms.

Mapping Keywords to the Customer Buying Process

Matching keywords to stages in the purchase process is a highly effective tactic. The table below illustrates this clearly:

‍

When you provide content that fits what people need at each stage, they stick around longer, engage more, and are more likely to make a purchase.

Sometimes teams skip the early stages in favor of immediate sales.

However, building awareness early on pays off later as customers appreciate a brand that helped them make informed decisions.

Building Content That Ranks and Converts

Once you know which keywords fit which stage, design your content to match. This might range from brief product pages to detailed blog posts.

Key pointers:

• Front-load important details; people often skim, so use bullet points or bold text for key information.
• Use clear, descriptive headings that give immediate context, like “How to Choose the Right Running Shoes: 3 Essential Tips.”
• Optimize product pages with clear metadata, high-quality images, and strong calls to action rather than relying solely on default descriptions.

The main idea is that quality beats quantity.

It’s better to publish one well-thought-out, targeted piece of content per week than several average ones that fail to engage or rank well. This approach can boost user retention and encourage repeat visits.

Staying Ahead: Micro-Seasonal Trends & Product Opportunities

One effective strategy is taking advantage of short-term trends or unexpected surges in searches.

Think “back to school,” “spring cleaning,” or event-related queries like “World Cup merchandise.” These time-sensitive opportunities can be powerful.

If you sell stationery, for example, targeting terms like “back to school notebooks” well before the season starts can yield great results.

Act early instead of waiting until the peak season when competition is fierce.

Another angle is using search spikes to spot product opportunities. If there’s a rise in queries for “sustainable running shoes,” it might mean it’s time to offer eco-friendly options or collaborate with a related brand.

Being nimble in response to changing search patterns keeps you competitive.

Common Pitfalls to Avoid

Over the years, I’ve noticed a few missteps that can hurt your efforts:

1. Keyword Stuffing: Overloading your content with keywords makes it hard to read and can give your brand a spammy feel. Stick with natural language that focuses on the reader.
2. Ignoring Long-Tail Keywords: Many new brands chase broad terms like “sneakers.” In reality, a specific term like “breathable sneakers for summer running” might bring fewer visitors but result in better conversions because it indicates a stronger need.
3. Not Updating Your Keyword List: Search trends and consumer habits shift all the time. Using an old keyword list means missing fresh opportunities. Regular reviews and updates are essential.
4. Overlooking Basic On-Page SEO: Even with the perfect keywords, if your website is slow, images miss alt-tags, or structured data is lacking, your chances to rank well drop significantly. Make sure your site basics are in order.

Future-Proofing Your Strategy

The online environment in 2025 moves fast, with technology and user habits changing quickly. Keeping your keyword strategy future-ready means:

1. Using tools that offer AI-powered insights to predict emerging search terms before they peak. I use these insights to stay ahead.
2. Remaining flexible by checking various data sources. Online forums, social media, and quick surveys can reveal fresh angles and new phrases that standard tools might miss.
3. Investing in content that teaches and informs. Customers tend to trust brands that provide value and clarity. This trust not only drives social shares and backlinks but also strengthens your overall site authority.
4. Monitoring performance on a regular basis. Watching your rankings, traffic, and conversion numbers helps you adjust quickly. If a keyword isn’t performing, try another angle. If a new term shows promise, be ready to act.