Achieving an impressionable ranking on search engines can seem challenging to novice and seasoned Shopify merchants! But if you are equipped with the right tools & tips, nabbing a position in the top 5 search results can be a cakewalk.
Many Shopify store owners seek to expand their customer base through a wide array of methods—staying true to their ultimate goal: raking up sales.
The start of buyer’s journey almost often starts out with a mere web search. Safe to say, if your Shopify store or products aren’t displayed on the search results page, the chances of your brand ever gaining recognition might be reduced to nil.
This is why it is essential for your online store and its products to rank in the top position. Now, you must wonder, “Is it even possible to achieve a top position?” (that too organically?)
Yes! It is. The answer lies in understanding how SEO works for your store. One common element of SEO is, of course, keywords. To emphasize the importance of keywords, let me put it this way: Keywords make or break your success!
Having your products presented for particular search queries to potential customers is how you can target your ideal customers.
To do this, you need to undertake keyword research. Researching and adding the keywords can enhance your store’s SEO and boost its visibility to potential customers searching for exactly what you are offering. A top position in the SERP promises a click-through rate of 32%.
This blog focuses on conducting strategic keyword research and adding keywords to your Shopify store that will drive sales. So, let’s dive right into it!
Table of Contents
- Why Is Keyword Research Important For Shopify Stores?
- Steps To Undertake Keyword Research For Shopify Stores
- How To Find The Keywords?
- How To Add Keywords To Your Shopify Store?
- How To Analyze Keyword Research?
- How To Get Keyword Recommendations For Your Shopify Products?
Why Is Keyword Research Important For Shopify Stores?
Before delving into its importance, let’s see what keyword research is.
Keyword research is a marketing process of identifying keywords and queries people enter into search engines like Google, Yahoo, Bing, etc., to find relevant information. These keywords are then incorporated into your stores and product pages to reach ideal customers who are searching for the exact solution you offer.
Here is why keyword research is necessary:
It Helps Understand The Competition
Keyword research helps you understand your competitors by sharing an insight into what important keywords they are targeting and the ones they are currently ranking for. It also highlights the search queries your target audiences (ideal customers) are looking for. This can help you formulate your own keyword strategy.
It Helps With Finding Customer’s Search Intent
Knowing the customer’s search intent is essential as Google’s algorithm prioritizes the websites that align with the customer’s query. The research helps you identify what keywords align with the target customer’s intent so that you can create content based on it. That way, Google helps display your website to the customer.
For example, if you enter “non-marking badminton shoes,” you’ll find several pages with this keyword as it matches your search intent.
It Helps Discover New Content Ideas
Researching for keywords helps in finding new content ideas. Using keyword research tools, you can get more ideas for your blog or website content and analyze competitors’ rankings for those keywords.
It Helps You Target Low Competing Content
While conducting the research, you’ll come across keywords with low competition. These low-competing keywords can help attract organic traffic to your Shopify store as they are easier to rank for. However, the opposite is also applicable. The research will help you find keywords you must avoid that may drop your ranking, or if a big business is using them, your store will not get attention.
Steps To Undertake Keyword Research For Shopify Stores
It’s time to focus on researching the keywords that will help boost the rank of your Shopify store’s page and make it visible to potential audiences.
Step 1: Narrow Down The Focus Keyword
The first objective should be to find what the seed keyword is. This can be done by putting yourself in the shoes of your target customers. Think like them and analyze what they will search for on the search engine.
For example, imagine you are a buyer looking for kitten food. Think of the queries that you will enter in the search engine. After entering it, check the suggestions and the search results.
Step 2: Brainstorm Questions
From the customer’s perspective, ask yourself:
- What is the goal of my search (intent)?
- Why am I searching for this?
- Are there similar products?
- Did I find what I am looking for?
This will give you clarity on your keyword. For example, imagine you are looking for food for your one-month-old kitten. So, your query will look something like this – ‘1 month old kitten food.’
Step 3: Run A Google Search
Now, enter the query and see what appears in the search results. Check how many words match your keyword intent.
The best way would be to use keyword analytics tools that list the SERP ranking of different websites and show you what keywords they rank for. We shall discuss this in the later sections.
Step 4: Analyze The Keyword Metrics
Measuring the keyword metrics – search volume, traffic, SERP of other sites, etc. will help come up with your primary keyword. All this can be done by using keyword analysis tools.
Step 5: Types Of Content Funnels To Focus On
Once you’ve sorted and narrowed down your keywords, focus on the pages you want to optimize for SEO or new pages you want to create. Often, the keywords themselves would point to the content funnel you need to focus on. For example, if your finding reveals “Best Wet Kitten Food For Persian Cats” to be a trending keyword, it would indicate a BoFU-level blog.
Here are the different content funnel stages:
Top of the funnel: This stage is used for creating awareness about your Shopify business. This needs to be engaging and informative to your target audience. It is crucial when acquiring new customers.
Middle of the funnel: The focus is on generating leads who have shown interest. Your content needs to be in-depth and showcase a unique value proposition that catches the eye of the customer. Some examples are newsletters, different email campaigns, etc.
Bottom of the funnel: The focus is on converting leads into customers, where the customer is ready to make a decision. Facilitate conversion strategies to make a desired action take place. You can try sign-ups, testimonials, etc.
So, how will this help with generating sales?
Give maximum priority to ‘bottom of the funnel’ pages to optimize and create since leads are already in the “ready to buy” stage. You can also create new pages based on the findings of your keyword research (eg, product pages, blogs written about specific apps/products/how-to guides, FAQ pages, etc.)
If your goal is to turn your leads into interested customers, opt for ‘middle of the funnel’ content. Educate them about your products, and create convincing content that talks about the benefits of using your services.
If you’re a relatively new store and don’t have much authority, it is recommended to aim for ‘top of the funnel’ content, such as blogs, to build up topical authority so leads know about you, and you stay fresh in their mind when they do decide to purchase what you are offering.
Segregating pages based on what category of the content funnel they fall under will provide you with clarity and what you should focus on—ultimately, it all depends on your goals.
Bonus Tip: Landing Page Optimization
In terms of SEO, the landing page must align with the researched keywords. Your keywords must be tailored in such a way that it matches the customer’s search intent.
A landing page is a web page where a customer lands after they click a product page, website, or specific pages created for ads. Landing page optimization is the process of enhancing elements of your web page (the landing page) to boost conversions.
Here is how landing page optimization can help enhance the SEO of your Shopify store:
- Finding The Right Keywords: For SEO-centric landing page optimization, ensure you’re using relevant keywords that match your products, services, and search intent. Incorporate these keywords naturally in your content to boost the chances of securing a good ranking position. Also, ensure to make high-quality content that is engaging.
- User-Experience: Optimizing landing pages for search engines also involves providing a satisfying user experience. SEO-optimized landing pages typically provide valuable content that keeps customers interested. This interaction may help search engines rank your page higher by indicating to them that it is valuable to users.
- Link Building: A well-optimized landing page, enriched with compelling content, significantly increases the likelihood of attracting links from other websites. This helps build backlinks which can influence the SEO by informing search engines that your web page holds valuable information useful to the users.
- Optimizing For Conversions: Ranking higher in search results is the main objective of SEO-driven landing page optimization; however, it’s crucial to strike a balance between SEO and conversion optimization. If a page with a high ranking doesn’t result in leads into customers, it might not be as successful.
- Mobile Optimization: Mobile optimization is equally important. If your landing page is mobile-friendly, then its chances of ranking improve. Ensure your mobile page loads quickly and displays relevant information.
How To Find The Keywords?
It’s time to go in-depth with our research and find the right keywords and their variations:
Use Keyword Research Tools
There are a plethora of keyword research tools you can use to get extra queries and ideas for your Shopify store. Let’s explore them so that you find the one that works best for you.
Our Rating: ⭐⭐⭐⭐⭐ (4.9)
- Creates a plan for you and helps find thousands of keywords.
- Provides a forecast of how much revenue and clicks will be generated with your selected keywords.
- It lets you save your selected keywords.
- Implements a campaign based on your plan.
- Provides insights on the latest trends.
- Helps improve your campaign with suggestions that enhance your ranking.
- Comes with more tools to boost your store’s SEO.
- Partnership with experts who guide you to stay on the top of the market.
- Completely free to use and works with a Google Ads account.
Our Rating: ⭐⭐⭐⭐⭐ (4.8)
- Provides a thorough search analysis and shows how your website is performing based on your keywords, clickthrough-rates and impressions.
- Gives you an overview of how your page is ranking in the SERP.
- Helps you inform what queries you are getting the most clicks and impressions from.
- Informs about your position in the search results.
- Completely free to use. However, it comes with usage limits.
Our Rating: ⭐⭐⭐⭐⭐ (4.9)
- Regularly updates with fresh in-demand keywords that have high search volume.
- Great for spotting low-competitive queries for new businesses with filters.
- Easy to track SEO metrics for local and global searches via clickstream data.
- Helps find long-tail keywords and their variations for a broad reach.
- A section dedicated to competitor analysis that helps fill keyword gaps.
- Helps in enhancing SEO on different search engines – Yahoo, Bing, YouTube, and more.
- Comes with annual (with 2 months free) and monthly costs:
Our Rating: ⭐⭐⭐⭐⭐ (4.7)
- Easy to monitor keyword difficulty based on its search volume and how easy or hard it is to rank.
- Helps target international audiences by ranking keywords popular in different countries.
- Performs competitive keyword analysis that can help with keyword gap analysis.
- Provides long-tail keywords in question format.
- SERP analysis and provides a breakdown of why certain keywords are helpful.
- Exports keyword suggestions, data, analysis, and research in CSV form.
- Comes with free tools and also a pro-plan that covers many tools in a suite.
Our Rating: ⭐⭐⭐⭐ (4.4)
- Generates keywords based on customers’ search queries and the volume.
- Provides fresh keywords and traffic data directly on your Google search results. You can search queries and get keywords based on it.
- Helps create a collection and bookmarks important keywords.
- Exports keyword analysis and data in CSV form.
- You can curate a plan simultaneously while using Google search with this Chrome extension.
- Completely free to use.
Our Rating: ⭐⭐⭐⭐⭐ (4.6)
- Great tool for keyword research to optimize Google Ads, TikTok and YouTube.
- Finds relevant keywords that can help drive traffic to your Shopify store.
- Comes with keyword extraction capabilities to improve SEO, sitemap, and product details.
- Free up to 100 products and searches. More plans with more number of products and searches:
Our Rating: ⭐⭐⭐⭐⭐ (4.7)
- Helps find out what keywords your competitors are using and find out how much CPC those terms generate.
- Metrics analysis based on up-to-date words in real-time.
- Generates extra keywords that match your titles and helps with question-based queries.
- Generates millions of keyword variations based on the primary one.
- Calculates difficulty levels.
- Connects Google Search Console and Google Analytics in one dashboard for seamless tracking and analysis.
- Eradicates negative keywords that can drop your rankings.
- Comes with monthly and annual subscriptions. Free trials are available for different keyword research tools:
Our Ratings: ⭐⭐⭐⭐⭐ (4.5)
- Provides backlinking analysis.
- Generates long-tail keywords and their variations for better ranking in the search results.
- Quickly displays varieties of primary keywords.
- Informs about your website’s health and analysis of the SERP.
- Sends suggestions to improve the ranking of your website.
- Comes with monthly and annual subscriptions.
Our Ratings: ⭐⭐⭐⭐⭐ (4.7)
- Lists out all crucial LSI keywords to improve page ranking.
- Massive database of keywords that also target 90+ countries with 35+ languages.
- Shows the top keywords and their metrics.
- Integrated with Grammarly.
- Filters and sorts keywords that will be beneficial.
- Saves keywords and combines them in a planner for quick access.
- Monthly subscriptions with a 30-day money-back guarantee:
|1 month plan||$43.99/month|
|12 months plan||$24.92/month|
|36 months plan||$14.69/month|
Check Search Engine Ranking Pages (SERP)
The first thing to do is search what pages rank for your focus keyword and how those sites have phrased the keywords. Check what term Google is favoring more and how you can achieve that. The key is to sync well with the search so your Shopify store can reach the top ranks.
For example, suppose you are supplying cat food. Now, a customer is looking for kitten food for their one-month-old kitten(s). Check how Google responds to this query:
You will notice the query ‘kitten food for 1-month-old’ shows that most customers are looking to purchase cat food, so Google displays products that the customer can purchase.
As you scroll down, you’ll also see some videos and blog posts.
This means that customers also want to learn how much food a kitten needs. So, customers who wish to purchase kitten food also look for information on feeding their kittens. Notice the keywords newborn, kitten, and feed have been used. This shows the primary keywords involve these three words.
So, the SERP content can be split into:
- Product pages
- Blog posts with information
💡Tip: While you sell your products, you can add extra pages like a blog post with keywords to promote your products and share information around them.
Get Keywords For Your Shopify Store From The Google Keyword Planner
We will use Google Keyword Planner to generate keywords. Let’s explore the steps to generate relevant keywords:
Step 1: Open Keyword Planner
First, set up your Google ads account if you don’t have one. Fill in the fields it asks you. You don’t have to create an ad campaign to generate keywords.
Step 2: Select ‘Discover New Keywords’
You will reach this page. Click on ‘Discover new keywords.’
After selecting, enter your keyword to get more keywords:
Based on your research, enter more words like a newborn kitten, a 1-month-old kitten, etc. Then click ‘Get results.’
Step 3: Analyze Keyword Ideas
Broaden your search and look for ideas and keyword variations. Inspect other sites selling similar products. Ensure you strategically add keywords to avoid any unnecessary searches appearing.
Add filters to get better results by clicking on the funnel on your list’s left side.
You can also narrow down terms based on other features. For example, for keyword ideas, if you don’t want to see brands appearing, select Brand or Non-Branded and uncheck the Brand option.
You can plan your keywords after adding filters and refining your keyword search:
By entering the URL in the ‘ Discover new keywords ‘ section, you can also see other top-ranking sites bidding on queries related to kitten food. You can leverage those keywords and add them to your content.
Save or make a list/doc of the keyword ideas you want to add to your store.
Return to the home page and visit the search volume forecast. Click on Keyword Planner below the search bar.
Step 4: Check The Forecast
Now, navigate to ‘Get search volume and forecasts.’ Enter your planned keywords and check the results.
Check the forecast of how the keywords will generate conversion rates.
💡Tip: Look for keywords and queries like you’re the customer. Fit in your customers’ shoes and think about their journey, their pain points, what they are looking for, and how the query will help them find the solution.
It is important to add LSI keywords to your store. LSI (Latent Semantic Indexing) keywords are those that help Google analyze the content of a website by crawling your website. SEO experts believe LSI keywords are beneficial as search engines analyze the entire website based on the query. Here is an example of LSI keyword research:
Suppose the query is ‘gluten-free bread’ in the search suggestions, or if you scroll down, you can see a section saying ‘Related Searches.’ These words are LSI keywords. They can either be searched in the results or generated from LSI keyword generators.
You can also get ideas from Google’s auto-suggestions:
Keyword Research For Products & Collections
For product pages, you must focus on the exact keyword and the product name. For example, ‘Dry Mackerel Kitten Food’ describes the product you’re selling, where your focus keyword is ‘kitten food,’ and the product is specifically ‘dry mackerel.’
When it comes to collection pages, you can hit a broader range of keywords. While product pages only focus on certain keywords, you can add variations of keywords to the collection pages. This is where you can target most of the keywords related to different products. You must also add your primary keywords to this.
You can use Ahrefs to explore the keywords. Here is how you can do it:
Step 1: Navigate To Keywords Explorer
Step 2: Enter Your Keywords
Enter the keyword you want to get ideas for.
Select the country you are aiming for. In this case, we are aiming for the United States.
Here are other keyword research tools you must try:
|Name of the App||Trial/Free|
|Ahrefs Free SEO Tools||Free up to 150 suggestions; Keyword difficulty checker, SERP analysis for top 10 results.|
|Semrush Keyword Magic Tool||Free for the top 10 queries daily. A 7-day trial is available to unlock more queries.|
Step 3: Check Words That Match The Search Intent
Choosing terms that match the intent is beneficial. Even if the words are ranking but do not match the intent, it will be pointless to add them. So, look for those that will serve the purpose.
Step 4: Check The SERP Overview
Get an overall analysis of how the keyword is doing and what your competitors are using to achieve a good ranking position.
Conduct a competitive analysis of the top pages and check their headings, titles, meta descriptions, and overall content for more ideas. Check for any keyword gaps that you must not overlook.
Keyword Research For Blog Posts
Publishing blog posts is a good marketing strategy. 40% of marketers believe that it is one of the most effective marketing channels. People often look for informational data related to the products/services a Shopify merchant offers. They may also want to learn how to use those products and services.
For this purpose, blog posts can be helpful. Let’s take the same example of kitten food. When you enter the query in search engines, besides product listings, you also get videos and blogs explaining to cat parents what to feed their new kittens.
You can use Ahrefs (or other tools) the same way you used for product pages and collections to get keyword ideas.
Links also add weight to SEO optimization. If your links have the right keywords, the PageRank algorithm will put your website in a good position in the search results.
Adding backlinks also helps. Backlinks can be added to blog posts and products if you have collaborated with any other brand. Ensure the links are not ridden with errors like 404s, broken links, etc.
How To Add Keywords To Your Shopify Store?
Now that your research is done and you have planned what keywords you will finally add let’s see how you can add them to different parts of your Shopify store.
Follow these steps to add keywords:
Adding Shopify Keywords To The H1 Header For SEO
- Navigate to the ‘Products’ or ‘Collections’ section in Shopify admin.
- In the Title section, enter the name of the product/collection based on your keyword research.
- Save the changes.
Your H1 title helps search engines locate your website when a customer enters a query.
Adding Shopify Keywords To Product Description For SEO
Product descriptions inform the customers about the product and its specifications. They play a vital role in selling your products and also enhance the SEO of your product page. Here are the steps to add them:
- After adding your product title, below that, you’ll see a section to add your product description.
- Make the description informative and add all the details of the product.
- Do not make it too lengthy. Write it from the buyer’s perspective.
Adding Shopify Keywords To Page Title & Meta Descriptions For SEO
- Locate Products section in the Shopify admin.
- Select any product in the list.
- Scroll down to ‘Search Engine Listing.’
- On its right side, click Edit.
- This page will appear.
- Now, add your keywords to the title based on your research. Ensure it is within the 70-character limit. You can check how many characters have been used below.
- Describe the title clearly so the customer can comprehend it easily.
- Now, go further down and add the meta description. Make sure it is within the 320 characters limit. Adding primary keywords is necessary to boost the store’s SEO.
- You can also edit your URL here.
Adding Shopify Keywords To Alt Texts For SEO
Alt texts are important in enhancing your store’s SEO. Alt texts are added to the product images.
- Navigate to the Products section in Shopify admin.
- Click on any product.
- Scroll down and locate Media. Click on the image to enlarge it.
- On the right side, locate Add Alt Text. Add the primary keyword or the secondary keyword to it.
How To Analyze Keyword Research?
Here are the crucial elements of keyword research that you must focus on:
Keywords Based On The Search Intent
Search intent tells you ‘what’ your customer is looking for. It helps you align with their needs. There are four types of search intent:
- Navigational – The customer is searching for a specific website; their intent is to locate a particular product from a particular store.
- Informational – Customers are looking for informative sites that provide steps to create something, for example, DIY projects, recipes, etc.
- Transactional – Customers have decided to purchase a product.
- Commercial – Customers are looking for a product but aren’t sure about purchasing one.
In your case, informational, transactional, and commercial intents will be more useful.
Another important aspect of search intent is the long-tail keywords. They are keywords with 3-4 more words in them. They help with specific search queries and play a vital role. For example, instead of just typing “bicycles,” customers will specify their search by typing “bicycles for 5-year-olds.”
When it comes to filling the gaps, analyzing your competitors can help. Aim for keywords with good keyword difficulty with a high search volume or target keywords with low competition to create unique content that enables you to rank more easily.
Having a list of variations of your keywords is key, which means you must have primary (seed) and secondary keywords. Primary keywords are the main keywords you are targeting, and the secondary ones complement the primary ones and help provide context. Here is how you must segregate the two and add them to your store:
- Must come in headings or titles having the H1 tag.
- Meta descriptions.
- Main content.
- Alt texts.
- Primarily the main content.
- Alt texts.
Apart from these two, including long-tail keywords also play a major role. Adding long-tail keywords with low competition can help you reach your target customers.
Analyze The Search Volume Regularly
Tracking the search volume of keywords helps discover the commercial potential. Search volume is a metric that tells you the number of people searching for particular keywords/queries. It is important to note the competitiveness of the keywords that you are looking for. If a keyword is ‘highly difficult,’ that means it has a high level of competition, and many websites are eyeing those words to secure a top rank.
If you’re new, it is best to stick to keywords with low competition and gradually add high-difficulty and popular terms. For established brands, it is easier to aim for high-difficulty keywords.
Try using Google Keyword Planner for this. It is a free tool to find keywords.
Go to Keyword Planner > Get search volume and forecasts. Add the keywords you want to assess the volume for. Check the competition on the keywords added:
This gives you a clear idea of how much in demand they are. Keep this thumb rule in mind – the more the search volume, the more the competition.
To assess the volume, check the average monthly and overall search volumes. You can also try other free tools to help you find the keyword difficulty:
|Name of the App||Trial/Free|
|Moz||Ten free queries per month.|
|Microsoft Clarity||Completely free|
|Ryan Robinson||Completely free|
How To Get Keyword Recommendations For Your Shopify Products?
The driving force behind organic traffic is SEO. Without SEO, making your Shopify products visible to the target audience is difficult. Visibility comes when you use the right keywords that match the customer search intent, which helps boost sales.
One of the best ways to make your Shopify products visible and drive sales is using Google Shopping Ads. Google ranks #1 as it is the most preferred search engine. It has been proven that Google Shopping Ads can increase click-through rates by an astounding 600% when compared to normal text ads. This is a great platform to boost your product visibility with a promising conversion rate.
To run Google Shopping Ads, you need a product feed management app that makes running ad campaigns smooth. I suggest using AdNabu to optimize your product listings with quick and easy keyword suggestions sourced directly from Google Keyword Planner.
The process is straightforward:
- Visit the Products section in the AdNabu app.
- In the Title section, enter your seed keyword. Below that, look for Keyword Suggestions. You’ll find variations.
Voila! You’ll get several keywords matching the customer’s intent and driving clicks. Ensure that your Google Ads account is connected.
Driving traffic from an organic search can be slow, but the long-term results are always fruitful. Ranking on top is good for your Shopify business and builds trust among your potential customers. Research has shown countless times that most websites that receive maximum clicks are always in the top 5 of the search results.
So, it is time to reach new heights in your ranking with the right keywords.
Does Shopify have built-in tools for keyword research?
No, Shopify has no built-in tools or applications to help you with your keyword research. However, it has other built-in features that can help optimize your Shopify store’s SEO, such as auto-generated canonical tags, page duplication, theme automatically generates title tags with store name, editable title tags, meta descriptions, URLs for different webpages & blogs, alt texts, etc.
Do Shopify tags help SEO?
Yes, Shopify tags help with the SEO optimization of your store. The tags are easily indexable by search engines. These tags help create precise pages that make indexing easier for search engines. With tags, the search engines also categorize your products for a better search.
What are the free ways to do keyword research?
If you’re looking for free ways to research your keywords, try the Keyword Surfer extension, Google Trends, Moz (10 queries free per month), Google Keyword Planner, and Semrush Keyword Research Toolkit(Free trial available on specific tools).
Is SEO important for my Shopify store?
Yes, SEO optimization is necessary for your Shopify stores. Creating brand awareness and driving traffic to your store without optimization will be difficult. If very few or no one comes to your store, you may not generate any ROIs. So, your online store will go at a loss if you do not focus on SEO.
Does Shopify automatically boost SEO?
Yes, Shopify has built-in features that help merchants optimize their stores. They help with the automatic generation of canonical tags and also title tags. Merchants can edit the tags, meta description, alt texts, and URLs for webpages and blog posts.
Shopify also lets you download third-party apps that can enhance the SEO of your store in other areas, like suggesting keywords for your product listings, which can be done by the AdNabu app that directly delivers keywords from Google Keyword Planner.
Is improving SEO difficult in Shopify?
If you’re a new merchant on Shopify, then the process of garnering attention might feel slow, but following the right SEO practices and continuously evaluating your store’s performance can help peak your sales gradually. However, even the most experienced merchants in the e-commerce industry can face hurdles along the way. That being said, you may experience some difficulty, but improving the SEO of your Shopify store with the right strategy can help improve your store’s SERP.
Do Shopify meta descriptions and titles help rank better?
Yes, well-structured meta descriptions and titles with the right keywords help customers find what they are looking for. With the right keywords in place, Google can index and display your store according to the customers’ queries.