How to do keyword research for Shopify ?
Keyword research for Shopify is no different than any other eCommerce
store, you almost always want to start with the bottom of funnel existing pages.
Bottom of funnel refers to pages that will directly drive sales i.e. category and product pages.
Existing pages, meaning products and category pages you’ve already created.
Taken further, you should prioritise this based on the existing opportunity for these pages, an easy way to do this is sorting by GSC (Google Search Console)
Existing Bottom of Funnel Pages
Here’s the process:
- Get a list of all collections, product pages, and the homepage sorted by highest GSC impressions
- For each page, determine a primary (i.e. best) keyword (if any) that is feasible to rank for with your budget on this specific page. The easiest way to determine this is if there’s competitors of a similar business size to yours ranking well for this keyword. If they’re all huge brands, it’s beyond your budget.
- Repeat the above process for all secondary keywords.
It’s not one keyword per page, it’s more like one topic per page.
Secondary keywords are all the other keywords someone may search to find this product or product category.
For instance, if your primary keyword is “50mm lens,” some of your secondary keywords might be “50mm prime lens,” “50mm lens,” “50mm f 1.8,” etc.
Keyword Gap Analysis
A keyword gap analysis is the most straightforward method for locating nonexistent pages and middle or top of funnel keywords.
By adding your website and a few competitors, many programmes like SEMRush may quickly perform a simple version of this. A list of all the terms your competitors rank for but your website doesn’t will be displayed to you 30 seconds later.
Find their Keyword Gap tool under Competitive Research by doing the following:
Enter your website along with some competitors, then click Compare:
You will now be presented with a list of all the keywords that your rivals are vying for, together with information on their position, search traffic, keyword difficulty, and other data.
Make sure to pay attention to the tabs, by default it’ll be set to “shared” i.e.
keywords where all competitors rank. But you’ll likely find a lot more opportunities under “Untapped”, “Missing”, and “Weak”.
You’ll also find some opportunities under the “Top Opportunities for”
You now have a list of keyword ideas that you can copy straight from your top competitors.