How to Do Keyword Research for E-commerce Clustering

Keyword research is the foundation of any successful e-commerce SEO strategy. It involves identifying and analyzing the search terms that potential customers use to find products and services online. Keyword clustering takes this a step further by grouping related keywords into clusters that can inform content creation, improve search engine rankings, and enhance user experience. This in-depth guide will walk you through the process of conducting keyword research specifically for e-commerce clustering, ensuring your online store stands out in a competitive market.

Understanding User Intent

User intent is all about understanding the purpose behind a search query. Let's take the example of an online store that sells running shoes:

1. Informational Intent: Users looking for information.

   • Example Query: "Best running shoes for beginners"

   • User's Goal: To find recommendations and reviews before making a purchase.

2. Navigational Intent: Users wanting to find a specific website.

   • Example Query: "Nike official website"

   • User's Goal: To visit the Nike website directly.

3. Transactional Intent: Users ready to make a purchase.

   • Example Query: "Buy running shoes online"

   • User's Goal: To find an online store and make a purchase.

By categorizing these intents, you can tailor your content to meet the specific needs of your audience at different stages of their buying journey.

Conducting Keyword Research

Let's continue with the example of the running shoe store. Here's how you can conduct keyword research:

1. Brainstorming: Start with a list of relevant products and categories.

   • Example: "running shoes," "athletic footwear," "trail running shoes."

2. Google Autocomplete: Type a few words into Google and see the suggestions.

   • Example: Typing "running shoes" might show "running shoes for men," "running shoes for women," "running shoes reviews."

3. Google Keyword Planner: Enter a seed keyword and get ideas.

   • Example: Entering "running shoes" might suggest "best running shoes 2025," "lightweight running shoes," "running shoes sale."

4. SEMrush and Ahrefs: Use these tools for in-depth research.

   • Example: Ahrefs might show keywords like "affordable running shoes," "high-performance running shoes," along with their search volumes and competition levels.

Analyzing and Filtering Keywords

Once you have a list, you need to analyze and filter them:

1. Search Volume: Focus on keywords with a high search volume.

   • Example: "best running shoes 2025" (high search volume).

2. Keyword Difficulty: Assess how competitive the keyword is.

   • Example: "affordable running shoes" (medium difficulty).

3. Relevance: Ensure keywords are relevant to your products.

   • Example: "trail running shoes" (relevant if you sell trail running shoes).

4. Commercial Intent: Prioritize keywords with high commercial intent.

   • Example: "buy running shoes online" (high commercial intent).

Grouping Keywords into Clusters

Next, group related keywords into clusters based on common themes:

1. Identify Core Themes: Look for common themes.

   • Example Themes: "running shoe reviews," "best running shoes," "trail running shoes."

2. Create Keyword Clusters: Group related keywords under each theme.

   • Example Cluster for "running shoe reviews": "best running shoe reviews," "top-rated running shoes," "running shoe comparison."

3. Map Clusters to Content: Plan your content around these clusters.

   • Example: Create a blog post titled "Top-Rated Running Shoes of 2025" and include keywords from the "running shoe reviews" cluster.

Creating Pillar Pages and Supporting Content

Here's how to create comprehensive content:

1. Pillar Page:

   • Example Theme: "Best Running Shoes"

   • Pillar Page Title: "Ultimate Guide to the Best Running Shoes in 2025"

   • Content: Cover various aspects like types of running shoes, top brands, buyer's guide, etc. Include keywords like "best running shoes," "top running shoe brands," "running shoe reviews."

2. Supporting Content:

   • Example Topics:

     • "Top 10 Lightweight Running Shoes for Speed"

     • "Best Running Shoes for Flat Feet"

     • "Running Shoe Comparison: Nike vs. Adidas"

3. Internal Linking: Link supporting articles to the main pillar page.

   • Example: In "Top 10 Lightweight Running Shoes for Speed," include a link to the pillar page "Ultimate Guide to the Best Running Shoes in 2025."

Optimizing On-Page SEO

Ensure your content is optimized for SEO:

1. Title Tags and Meta Descriptions:

   • Example: Title - "Best Running Shoes 2025: Top Picks for Every Runner"

   • Meta Description - "Discover the best running shoes of 2025, including top-rated options for beginners, trail runners, and more."

2. Header Tags (H1, H2, H3):

   • Example:

     • H1: Ultimate Guide to the Best Running Shoes in 2025

     • H2: Types of Running Shoes

     • H3: Top Running Shoe Brands

3. URL Structure:

   • Example: yoursite.com/best-running-shoes-2025

4. Image Optimization:

   • Example: Include alt text like "best running shoes 2025" for images.

5. Internal Linking:

   • Example: Link from "Running Shoe Comparison: Nike vs. Adidas" to the main guide.

6. Mobile-Friendliness: Ensure your website is responsive and loads quickly.

Monitoring and Iterating

Keep track of your performance and make adjustments as needed:

1. Organic Traffic: Use Google Analytics to monitor traffic.

   • Example: Track the number of visitors to your pillar page.

2. Keyword Rankings: Use tools like SEMrush to track rankings.

   • Example: Monitor the ranking of "best running shoes 2025."

3. Click-Through Rate (CTR): Analyze CTR in Google Search Console.

   • Example: A low CTR for "best running shoes 2025" might indicate the need for a more compelling meta description.

4. Conversion Rate: Measure the percentage of visitors who make a purchase.

   • Example: Track sales from visitors landing on your pillar page.

5. Bounce Rate: Monitor the percentage of visitors leaving after one page.

   • Example: A high bounce rate on "Ultimate Guide to the Best Running Shoes in 2025" might indicate the need for more engaging content.

Effective keyword research and clustering are essential for e-commerce SEO success. By understanding user intent, conducting thorough keyword research, grouping keywords into clusters, and creating optimized content, you can improve your search engine rankings and attract more potential customers to your online store. Remember, SEO is an ongoing process, and it's crucial to monitor performance and make adjustments regularly to stay ahead of the competition.