Keyword Research for E-commerce: Commercial vs. Informational

The biggest mistake in e-commerce SEO is Intent Mismatch. You try to rank a product page for a question, or a blog post for a transactional term. Google won't let you.

1. Commercial Intent (The "Buy" Keywords)

These users have their credit card out.

• Keywords: "Buy", "Shop", "Best", "Cheap", "Review", "Vs".
• Examples:
  • "Buy Mens Leather Jacket" -> Collection Page
  • "iPhone 16 Pro Max Case" -> Product Page
  • "Best Running Shoes for Flat Feet" -> Comparison Blog / Collection

2. Informational Intent (The "Learn" Keywords)

These users have a problem but aren't ready to buy.

• Keywords: "How to", "Why", "What is", "Guide", "Tips".
• Examples:
  • "How to clean leather jacket" -> Blog Post
  • "Why do my feet hurt when running" -> Blog Post

3. Mapping the Funnel

Top of Funnel (Blog): "Benefits of Standing Desks"

• Goal: Traffic, Pixel Retargeting, Email Capture.
• CTA: "Check out our desks."

Middle of Funnel (Comparison): "Standing Desk vs. Converter"

• Goal: Trust, Authority.
• CTA: "Shop the winner."

Bottom of Funnel (Product/Collection): "Electric Standing Desk White"

• Goal: Sale.
• CTA: "Add to Cart."

4. Finding "Money" Keywords

Use tools like Ahrefs or Semrush. Filter by "CPC" (Cost Per Click).

• High CPC = High Intent. Competitors are paying for this traffic.
• If "Organic Bamboo Sheets" has a $5 CPC, it means it converts. Rank for it.

Summary

Before you create a page, search the keyword in Google. What shows up?

• If you see blogs -> Write a blog.
• If you see product grids -> Create a collection.
• If you see homepages -> It's too broad (Branded).

Align your content with what Google is already rewarding.