The approach to the keyword research process is different when it comes to e-Commerce SEO, in comparison to regular SEO. It should be even more specific and detailed in order to cover the product, product category, and user purchase intent. There are three overall types of keywords: transactional, informational, and navigational ones. The focus in keyword research for e-Commerce SEO should be on transactional keywords mainly, as they are the ones which directly relate sales. Most of them are longer and more specific .
In practice, transaction keywords can be more specific or long-tail, such as “Nike running shoes for women”. They can be extremely different, from tiny variations in use of words and phrases by users to much longer ones. In the case of e-Commerce, it is important to consider product variations, brands, models, and other types of distinctions that matter when it comes to referring to a specific product in the inventory. Thus, in comparison to the use of more general keywords when it comes to regular SEO, the keyword research process for e-Commerce should be more specific. It is also recommended to take a close look at how people tend to use search queries, including synonyms and various words that can be used in slightly different meanings. Finally, users can also make a number of spelling errors, which should be considered, too.
In general, the keyword research process also includes data and analysis of the e-commerce website itself: internal site searches and product sales. This kind of information can help businesses to understand how their customers search for products and refine product pages and categories to increase visibility and purchases.