Last week, I was hired to consult on a website for a new client in the home furniture space. They had spent £20,000 on an SEO campaign (with a different agency I must stress) that lost them money. They’d been targeting “furniture” for six months. Just “furniture”. A single, massive, impossible keyword that Amazon, Wayfair, and IKEA own completely. They never stood a chance.
This happens constantly in ecommerce keyword research. Store owners chase trophy keywords while missing the specific searches that actually bring them customers.
Keywords are the search phrases people type into Google. Simple enough. But different searches trigger completely different page types, and if this is the first time you’ve heard that, you’re already behind.
How Google Matches Keywords to Page Types
Search for “running shoes” right now. You’ll see category pages from Nike, Adidas, and Sports Direct. Now search for “Nike Pegasus 40 mens size 10”. Completely different results – all product pages. Google understands search intent and shows the appropriate page type.
This isn’t random. Google’s algorithm recognises patterns in how people search and what they click. Your keyword strategy needs to match these patterns or you’ll never rank.
Homepage Keywords: The Broad Strokes
Homepage keywords define your entire business. They’re broad, competitive, and honestly, probably not where you’ll win. But you need them for brand credibility.
Real homepage keyword examples:
- “sustainable fashion UK”
- “luxury watches online”
- “organic pet food”
- “vintage furniture store”
Your homepage should target 3-5 of these broader terms. Pick the ones that capture what makes you different from Amazon. Because let’s be honest – you’re not outranking Amazon for “online shopping”.
The trick with homepage keywords is accepting their limitations. They bring traffic, but that traffic rarely converts immediately. Think of them as your brand awareness plays, not your money makers.
Category Page Keywords: Where Money Lives
Category pages drive revenue. Full stop. These keywords have buying intent but at the broadest level. One general observation with keywords is that the less words they have, the higher the search volume.
Broad 2-3 word keywords will have tens of thousands of monthly Google searches. Someone searching “mens leather boots” is shopping. Someone searching “what are chelsea boots” is researching.
Only category pages can rank for broad transactional keywords.
Category page keyword examples:
- “gaming headsets”
- “summer dresses”
- “adjustable dumbbells”
- “dining chairs”
- “chef knives”
Here’s what matters about category keywords: modifiers reveal intent. “Cheap wireless headphones” attracts bargain hunters. “Best wireless headphones” attracts researchers who’ll read seventeen reviews before buying. “Buy wireless headphones” attracts people with their credit card already out.
The modifiers that matter:
- Material: “leather laptop bags”, “silk scarves”
- Feature: “waterproof hiking boots”, “cordless vacuum cleaners”
- Brand: “Nike trainers”, “Dyson fans”
- Price: “affordable watches”, “luxury candles”
- Use case: “running headphones”, “gaming keyboards”
Category pages need depth to rank. Google expects comprehensive content, filtering options, and enough products to justify the page’s existence. A category page with three products won’t rank. A category with 30 products, buying guides, and proper filters might.
Product Page Keywords: The Specific Wins
Product pages target exact searches. Model numbers, SKUs, specific product names. These keywords might have lower search volume, but the conversion rates are insane. Someone searching “Sony WH-1000XM5 black” knows exactly what they want.
Product keyword examples:
- “MacBook Pro 14 M3 Space Grey”
- “Yeti Rambler 30oz Seafoam”
- “Vitamix 5200 Blender Black”
- “Herman Miller Aeron Size B”
The average conversion rate for ultra-specific product searches hits 4.8%, double the rate of generic searches. Yet most stores write generic product titles like “Coffee Maker” instead of “Breville Barista Express BES870XL Espresso Machine”.
Include every relevant detail:
- Exact model names and numbers
- Colour and size variations
- Year or version information
- Compatible accessories or parts
Blog Keywords: The Long Game
Blog keywords target information seekers who aren’t ready to buy yet. They’re researching, comparing, learning. Your blog content captures them early and builds trust before they’re ready to purchase.
Blog keyword examples:
- “how to measure ring size at home”
- “difference between innerspring and memory foam”
- “what size bike do I need”
- “how to clean leather boots”
The beauty of blog keywords? Lower competition. Established retailers rarely bother with helpful content. They’re too busy selling. This creates opportunities for smaller stores to build authority through genuinely useful guides.
How To Do Keyword Research (And Essential Tools)
Theory means nothing if you can’t find real keywords. Most keyword research starts and ends with Google Keyword Planner, which tells you almost nothing useful. You need better data.
Start With What’s Already Working
Open Google Search Console. Look at what you’re already ranking for. Sort by impressions, not clicks. Those high-impression, low-click keywords? That’s where your opportunities hide. You’re already visible but not winning. Small optimisations here yield fast results.
Filter for positions 11-20. These keywords are on page two, just outside the traffic zone. Moving from position 15 to position 5 changes everything. Moving from position 45 to position 35 changes nothing.
Mine Competitor Intelligence
Your competitors have already spent months on keyword research. Ahrefs lets you see exactly what they rank for. Export their top pages, identify gaps, find keywords they rank poorly for. Don’t copy everything – most of their keywords won’t suit your business.
Look for patterns in their success. If three competitors all rank for “bamboo bedding benefits”, there’s probably search volume there, even if tools say otherwise.
Essential Keyword Tools
- Ahrefs – Expensive but worth every penny. Shows actual ranking difficulty, not made-up scores. Their Keywords Explorer reveals why pages rank, not just that they rank.
- Semrush – Better for PPC data. Shows what competitors bid on, which reveals commercial value better than any SEO metric.
- Google Search Console – Free and underused. Shows real queries people use to find you. No estimations, no guesses, actual data.
- AlsoAsked.com – Maps out question relationships. Perfect for planning blog content that answers what people actually ask.
Advanced Patterns Everyone Misses
Beyond basic keywords, certain search patterns consistently outperform. Most tools won’t show these. You have to know they exist.
Comparison Keywords
“[Product] vs [Product]” searches indicate final purchase decisions. Someone comparing specific models has narrowed their choices. They’re ready to buy, just need validation.
- “iPhone 15 vs Samsung S24”
- “Ninja vs Vitamix blenders”
- “Allbirds vs Veja trainers”
Problem-Aware Keywords
People with problems buy solutions. Keywords that acknowledge problems convert better than feature-focused keywords.
- “shoes for wide feet”
- “laptops for video editing”
- “mattress for back pain”
Commercial Investigation Terms
These searches happen right before purchase:
- “[Brand] discount codes”
- “[Product] reviews”
- “is [product] worth it”
- “[Brand or Product] alternatives”
Making Keywords Drive Revenue
Keywords without strategy are just words. You need systems that turn rankings into revenue.
Map every keyword to one specific page. No overlap. No competition between your own pages. One keyword, one page, one goal.
Track revenue by keyword, not just rankings. A #1 ranking for a zero-conversion keyword means nothing. A #5 ranking for a high-conversion keyword means everything.
If keyword research feels overwhelming or you lack access to professional tools, our SEO consulting service provides ongoing keyword research tailored specifically to your ecommerce niche.
Stop guessing which keywords matter. Stop creating content based on assumptions. Build a keyword strategy that drives actual revenue, not just traffic. Your accountant will notice the difference.
