E-commerce keyword research is the process of identifying the queries your customers search for on Google and assigning each query to the right page in your catalog. One keyword per page, one page per keyword — avoiding cannibalization.
Keyword mapping by page type
- Homepage: brand name + main category ("RunningPro — Trail & Running Shoes")
- Category: generic browse query ("women trail running shoes")
- Product: specific buy query ("Salomon XT-6 women trail black")
- Blog: informational query ("how to choose trail shoes")
Product keyword formula
[Brand] + [Product type] + [Key attribute]. This formula generates unique keywords for each product while covering the exact query used by buyers. Works across any product category.
Category keyword formula
[Product type] + [Attribute]. Categories target generic browse queries. Keep them shorter and more generic than product keywords: "women trail shoes" not "Salomon women trail shoes".
Search intent matching
Match the page type to the search intent. A transactional query ("buy Salomon XT-6") should land on the product page. An informational query ("best trail shoes for beginners") should land on a blog post or guide.
| Page type | Keyword type | Example keyword |
|---|---|---|
| Product page | Specific, transactional | "Salomon XT-6 women black trail" |
| Category page | Generic, browse | "women trail running shoes" |
| Blog post | Informational | "how to choose trail running shoes" |
| Homepage | Branded | "RunningPro trail shoes" |
Start your keyword mapping with Google Search Console — it shows you which queries already generate impressions for each product. These are your starting point: often better and more accurate than external keyword research tools.
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FAQ
Keyword mapping is the process of assigning one primary keyword (and a set of secondary keywords) to each page of your catalog. Each page should target a unique primary keyword to avoid cannibalization. The mapping document is typically maintained in a spreadsheet.