What is keyword research?

Keyword research is a systematic way to identify the search terms that potential customers use to search for services like your online store. It’s a cornerstone of digital marketing , helping you understand what customers really want and how they express their needs online.

For e-commerce entrepreneurs, keyword research is especially important because online competition is fierce. Identifying the right keywords helps you focus your resources effectively on the search terms that drive quality traffic to your site. At the same time, you learn to understand your customers' language - the kinds of terms they use when searching for your products.

Keyword research directly affects your online visibility and, therefore, the success of your online store. Search engine optimized product pages that respond to users' searches are more visible in search results. This in turn leads to higher traffic and, at best, increased sales.

How do you do effective keyword research for your online store?

Effective keyword research starts with a thorough understanding of your business and products. First, map out the basic search terms that are directly related to the products or services you offer. Think about what words your customers are likely to use when searching for solutions to their problems.

Use keyword research tools like Google Keyword Planner, Ahrefs, or Ubersuggest to help you. These tools reveal search volume, competition level, and suggest new keyword ideas. Also, look at your competitors’ online stores – what keywords are they trying to rank for?

Pay attention to the different types of keywords:

• General search terms (e.g. "women's clothing")
• More specific search terms (e.g. "organic women's summer dresses")
• Search terms that refer to purchasing (e.g. "buy organic cotton summer dress")
• Informative search terms (e.g. "how to choose the right dress size")

Prioritize keywords that offer a good balance between search volume and competition. Long-tail search terms (3-5 word combinations) are often the most effective for conversions, even if they have lower search volume.

How do you use keyword research to optimize your Shopify online store?

Optimizing your Shopify store based on keyword research starts with designing your store structure. Organize product categories and collections logically to match your customers' search behavior. Make sure your URL structures, titles, and navigation reflect the keywords you found in your research.

Strategically place your most important keywords in different elements of your online store:

• Product page headings (H1)
• Product descriptions
• Meta descriptions and title tags
• Category page contents
• Alt texts for product images

Shopify offers several tools for SEO, including the ability to edit meta data and URL structures. Also, take advantage of Shopify’s apps that help with SEO optimization. Review your online store’s analytics regularly and update your keyword strategy based on which search terms are driving the most converting traffic.

Remember that optimizing your Shopify store is an ongoing process, not a one-time project. Search engine algorithms change and customer search behavior evolves over time.

Keyword research for success – summary and next steps

Keyword research is the cornerstone of ecommerce success, enabling you to reach the right audience at the right time. It helps you build a bridge between customer needs and your online store's offerings, leading to higher conversion rates and business growth.

Start your keyword research process now with these concrete steps:

1. Map out basic keywords based on your industry and products
2. Research your competition and the search terms they use
3. Use keyword research tools to find new opportunities
4. Optimize the structure and content of your online store based on the keywords you find
5. Track results and continuously develop your strategy

In the long term, build your SEO strategy into your overall online store marketing plan. Combine keyword research with content creation, social media marketing, and paid advertising for the best results. Online store SEO is a marathon, not a sprint – consistent work produces lasting results.