What is Keyword Research?

Keyword research is the process of identifying the search terms people use to find products, services, or content similar to those on your website.

For example, if you sell protein powder, you might assume people search for “protein powder.” But how many actually do? Are they looking to buy it or just seeking information? Is this term better than other potential keywords like “whey protein powder,” “best protein powder,” or “protein supplements”?

How to Conduct Keyword Research for Shopify

Shopify keyword research is no different from any other e-commerce store. You should almost always start at the bottom of the funnel—pages that directly drive sales, such as category and product pages.

Existing pages refer to the product and collection pages you’ve already created.

To prioritize effectively, sort these pages by impressions in Google Search Console (GSC).

Existing Bottom-of-Funnel Pages

Here’s the process:

1. List all your collection pages, product pages, and homepage, sorted by highest GSC impressions.

2. For each page, identify a primary (best) keyword that you can realistically rank for. The easiest way? Check if competitors of similar size rank well for it. If only big brands dominate, it’s likely beyond your budget.

3. Repeat the process for secondary keywords.

It’s not about one keyword per page—it’s about one theme per page.

Secondary keywords are all other terms people might use to find that product or category.

Example:
If your primary keyword is “50mm lens,” secondary keywords could be:

• “50mm prime lens”

• “buy 50mm lens”

• “50mm f/1.8”

Next, move to non-existing pages and middle/top-of-funnel keywords.

Keyword Gap Analysis

The easiest way to find missing pages and middle/top-funnel keywords is through keyword gap analysis.

Tools like SEMrush can do this in seconds—just input your site and competitors. You’ll get a list of keywords your competitors rank for, but your site doesn’t.

Steps:

1. Go to Competitive Research > Keyword Gap Tool in SEMrush.

2. Enter your site and competitors, then click “Compare.”

3. You’ll see a list of keywords your competitors rank for, along with metrics like ranking position, search volume, and difficulty.

Pro Tip:

• Check the “Untapped,” “Missing,” and “Weak” tabs for more opportunities.

• Look under “Best Opportunities” for high-potential keywords.

Now, you have a ready-made list of keywords to target—directly sourced from top competitors.

Product vs. Collection vs. Blog Post: Which to Target?

A common dilemma is deciding whether a keyword should target a product page, collection page, or blog post. The answer? It depends on search intent.

Example:

• “Protein powder” → Mostly informational (blog post).

• “Chocolate protein powder” → Mixed intent (shopping + recipes). A collection page works best here (e.g., MyProtein’s chocolate protein powder category).

Building a Link Structure

1. Plan Your Site Structure

Example for a bike store:

• Bikes (Homepage)

  • Mountain Bikes

    • Hardtail

    • Electric

  • Road Bikes

    • Carbon

    • Aluminum

This helps users navigate and improves SEO by targeting different keywords per collection.

2. Create More Collection Pages

Expand by:

• Researching competitor keywords (using Ahrefs).

• Adding filters like brand, color, size (e.g., “red shoes,” “leather sofa”).

3. Internal Linking

Link related collections (e.g., “Mountain Bikes” → “Hardtail” → “Electric”) to strengthen SEO.

Keyword Research by Page Type

Collection Pages

Target:

• Broad terms (e.g., “hardtail mountain bikes”).

• Brand names, features (e.g., “waterproof shoes”), colors, materials.

Product Pages

Target:

• Exact product names.

• Very specific keywords (e.g., “chocolate collagen protein powder”).

Homepage

Target:

• Broad keywords (e.g., “buy bikes online,” “plus-size clothing”).

• Avoid keyword cannibalization (don’t target the same keyword as a collection).

Common Keyword Research Mistakes

1. Keyword Cannibalization

When multiple pages target the same keyword (e.g., a blog and collection both optimizing for “protein powder”). Only one page should rank per keyword.

2. Overlapping or Missing Pages

• Good: Separate pages for “13-inch laptops,” “budget laptops,” etc.

• Bad: Duplicate pages like “top laptops” and “best-selling laptops” targeting the same keywords.

3. Ignoring Search Intent

Always ask:

• What are users looking for when they search this?

• What does Google think they want?

Example:

• “Laptops under $500” → Mostly review content (not a collection page).

Final Tips

• Use tools like SEMrush, Ahrefs, and GSC for data.

• Focus on one theme per page.

• Optimize for user intent, not just search volume.

• Avoid duplicate keyword targeting.

By following this structured approach, you’ll improve your Shopify store’s SEO and drive more organic traffic. 🚀