How to choose keywords in online stores?

Piotr JanikPiotr Janik
Published: 23.11.2023
9 minute

Are you running an online store and want to reach your customers? Are you wondering why the inputs to your store are not converting? Or maybe you don’t know if the keywords you’ve chosen for your online stores are appropriate? If you are asking yourself these questions it means this article is for you. Keyword selection and analysis is one of the main factors that determine the visibility of your online store in the search engine..


What are keywords?


Keywords are phrases that users type in search results to find specific information products or services. For website owners, keywords are a tool to understand user intentand tailor content to their needs..


Search Intent


Keywords can significantly affect conversions. Targeting them accurately can reach the right target audience. Achieving high rankings for the right keywords translates into more visits when they match the user’s purchase intent this translates into conversions..


Search intent so called “user intent”refers to the purpose or motive behind a search query.In practice, it means what the user wants to achieve by typing in a phrase. Below are the main types of search intent:.


  • Informational Intent – refers to searching for general information or answers to specific questions. Here is an example:How to brew coffee in a coffee machine?
  • .


  • Navigation Intelligence – refers to finding information to a specific page or site. Here is an example: spotify login
  • .


  • Transaction Intention – refers to the desire to make a transaction. The user may be driven by price, brand or availability. Here is an example:JBL black headphones
  • .


Read also: Semantic SEO. Learn how Google really works and use it for higher rankings


How to check your online store keywords?


Web site keyword analysis isthe starting pointfor a well-optimized SEO strategy. The proper selection of keywords affects the speed of the results achieved as well as their effectiveness. .


Which phrases to choose?


First of all, we should verify what phrases our site is currently displaying for. Tools such as Google Search Console or Senuto can be helpful in this analysis.In GSC we can easily preview by which words users enter our site, just go from the main panel of Google Search Console to the effectiveness tab.


keywords in online store 1


Another helpful tool for building our list of phrases is Senuto.It offers a number of features to help verify keywords that are relevant to our site. Using this tool, we can verify what phrases we show up for in Google searches. In addition, Senuto allows us to juxtapose our domain with our competitors, this will allow us to verify the words that are missing from our site relative to our competitors. Already knowing how to verify the phrases on which we should display, let’s move on to the factors that characterize the keywords..


Search volume.


Also known as “search volume” is the average amount of searches for a given phrase over a specified period of time. It is one of the factors that is used to determine the traffic potential of a phrase..




The average number of searches for a phrase is not always constant throughout the year, keywords have a certain seasonality. To analyze the seasonality of our phrases, Senuto comes in handy, allowing us to determine the seasonality of our service as well as the individual keyword. For example, below is a graph showing search trends for the phrase “sled”..


Senuto seasonality report


On the graph we see that during the summer season this phrase has almost zero searches. On the other hand, since November we see a big peak in user interest in this phrase..


Competitiveness of key phrases


The level of competition of a phrase indicates the difficulty of achieving high positions in Google search. Proper estimation of the difficulty of phrases relative to the competition will positively affect the optimization of the advertising budget. The easiest way to do this is to type in a given phrase in Google and verify the competitors that show up in the first search results. Example below:.


search results for the phrase shoes


As we can see in the screenshot above, the phrase “shoes” is highly competitive, as sites such as Allegro, CCC, and eobuwie appear on the first search results..


Using tools such as Senuto, we can analyze the number of competitive phrases as well as their current positions. In addition, it’s also a good idea to go through the competitors’ sub-pages manually. In this way we will verify the structure of the site, the headings, what amount of content..


How to use key phrases?


Optimizing keywords doesn’t end with just adding them to product or category descriptions.


When optimizing a website, it is also worth paying attention to such elements as:.


  • Friendly Url – is an often overlooked aspect in SEO and it is an important ranking factor. The URL is a great place to add a keyword to describe what is at the URL. Here is an example: www.przykł*
  • .


  • Use keywords in the title tag – this is a very important point if you want your pages to be visible in the search engine. The meta title is information for Google what is on the page, so when optimizing it, make sure to:.
    • It contains keywords
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    • The most relevant phrases are at the beginning of the tag,
    • .

    • Maintain an appropriate length – About 60 characters. You can verify this with a dedicated tool – Link


  • Hx headers – Like friendly URLs, this is an often overlooked element in optimization. Proper placement of keywords in the structure of headings, will allow Google search engine to better understand what is on the page, this will positively affect the positions of the phrases contained in the content.


Product pages


The phrases used on product pages should clearly describe the item. Additionally, online store owners need to know how users search for their products. The most common sales phrases come in the forms listed below: .


  • Model/Product + Brand/Manufacturer – JBL Bluetooth Speaker
  • .

  • Brand/Model/Product – Adidas VS PACE 2.0
  • .


It is also worth noting that users can simply look for our products. A good example is facial massager and facial roller, though these are two different phrases describe the same product, so we recommend analyzing these phrases in Google Search Console to make sure users search for our products by the words on our product page. Semantically similar phrases can also be found in Senuto’s keyword database under the “dependent words” tab..


Category pages


Whatever the type of assortment, it is worth keeping in mind the above shopping intent. For the description of the category page, we try to choose more general phrasesthat describe the category they are on. Senuto’s “Dependent Words” tool report can be helpful in selecting phrases..


Senuto keyword database screen.



It shows the phrases that have been used to describe sub-pages related to the phrase “athletic shoes”. The use of these words will enrich the content with their equivalents that appear in the search results..


Blog posts


Choosing keywords in blog posts is critical to building authority and brand recognition..

The first step to take before writing a blog article is to ask yourself who it is aimed at. If you already have a specific audience, it’s a good idea to base the topic of the blog article on real user inquiries so that it answers their queries. The “Questions” report in the Senuto tool can help us find relevant blog topics. After entering the phrase “coffee maker” in the keyword database, we go to the “Questions” tab:.


questions report in Senuto


Results are real questions that users ask are related to the phrase we typed in..

When we know that our topic will answer real questions from users, we can proceed to choose the phrases we will use in the article. Again, a report from the Senuto tool we are already familiar with comes to our aid, namely “Dependent words”.


report dependent words in Senuto | screen


Based on this report, we can compile phrases that will be useful when building a blog article..


Read also: Blog in online store – why and how to do it? Examples!


Keyword search tools


Keyword search tools can zsignificantly speed up and improvekeyword analysis. Proper use of such tools can result in appropriate keyword selection, and this will increase the visibility of your storeby raising the position of phrases included in the content..


Google Keyword Planner


Google Keyword Planner isa free tool offered by Googlethat is part of the Google Ads advertising platform. The tool helps analyze the search volume of individual phrases as well as suggesting related words. Review photo below..


Keyword Planner screen


As we can see in the screen above, after typing the phrase “athletic shoes” we received information, about the search volume of the phrase, additionally on the right side we received a graph showing the seasonality. Below, the tool suggested more phrases that are related to our phrase..

The downside of this tool is its rather limited functionality, aside from the ability to verify the number of searches and seasonality, the tool does not offer extensive analysis of long tail phrases. In addition, we are not able to verify the position and number of phrases on which our service is displayed. This makes it difficult to properly analyze the site..




Senuto is a tool for analyzing and monitoring keywords and positions in search results of given websites. It offers a function to study the popularity and competition of keywords.When selecting keywords, you can also use the “dependent words” report, which shows phrases that are worth using when building visibility on a given sub-page. .




To conclude this article, I would like to highlight some key aspects of word selection. In the age of digital marketing, a proper SEO strategy is becoming an important part of reaching users online. It is important to select appropriate and diverse keywords that will not only reach the largest possible audience, but also maximize conversions. Be sure to use analytical tools such as Senuto or Google Keyword Planner to help select the right phrases. Keep in mind that SEO strategy is an ongoing process, requiring constant analysis and optimization..

Finally, remember that nowadays, a key element of any marketing strategy is to build a relationship with the customer, which is based on providing valuable and unique content, and it brings the greatest effect..

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Piotr Janik

Specjalista SEO w firmie GetNoticed

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