Keywords

Keywords are the words and phrases that customers type into search engines when looking for products, information, or solutions. For ecommerce SEO and paid search, keywords are the bridge between customer intent and the brand's content — and the unit of strategy for both ranking organically and bidding in paid search.

The main types of keyword

• Head terms: short, high-volume queries like "running shoes" or "skincare". Massive competition, broad intent, expensive to compete for.
• Long-tail keywords: longer, more specific queries like "running shoes for flat feet women". Lower volume, sharper intent, easier to rank for.
• Branded keywords: queries containing the brand name. Should already convert well; the SEO job is defending the SERP from competitor squeeze.
• Non-branded keywords: queries without brand mention. The acquisition battle.
• Informational keywords: "how to", "what is", "best for". Top-of-funnel; editorial content fits.
• Commercial keywords: "buy", "review", "best", "vs". Bottom-of-funnel; product and category pages fit.
• Local keywords: "near me", "[city]". Local pack visibility matters.

What keyword research actually does

Useful keyword research answers four questions for each potential target:

• How many people search this each month? The volume estimate. Imperfect but directional.
• What kind of intent does it represent? Informational, commercial, transactional, navigational. Determines what kind of page can rank.
• How competitive is it? Domain Rating of top-ranking sites, content depth, backlink profiles.
• What's the SERP look like? Pure organic, AI-Overview-heavy, shopping-module-heavy. Determines what kind of content has a chance.

Volume alone is the worst basis for keyword selection. A 50,000-search-per-month head term that the brand can't realistically rank for is worth less than a 200-search-per-month long-tail term that aligns with the brand's content type and competitive position.

How to prioritise keywords

• Start with bottom-of-funnel commercial terms. The fastest path to revenue is keywords with clear purchase intent that match the brand's products.
• Stack long-tail before head terms. Long-tail keywords aggregate to meaningful traffic and are typically easier to rank for. Once long-tail is established, head terms become more reachable.
• Match keyword to page type. Informational keywords go to editorial content; commercial keywords go to category and product pages. Mismatched intent doesn't rank.
• Cluster related terms. A single page can rank for many related variations. Targeting them as a cluster (rather than one page per variant) avoids cannibalisation and concentrates link equity.

Common keyword mistakes

• Chasing volume without considering competitive realism. Domain authority, content depth, and backlink profiles of competitors determine whether a keyword is reachable.
• Targeting the same keyword with multiple pages. Cannibalisation dilutes ranking signals across competing pages from the same site.
• Stuffing keywords into content unnaturally. Modern SEO rewards natural language and topical depth, not exact-match repetition.
• Ignoring search intent. A great product page won't rank for an informational query, no matter how well-optimised.
• Building a keyword list once and never updating it. Search volume, competition, and customer language all shift. Keyword strategy needs quarterly refresh.