Shopify keyword research vs. Etsy keyword research
Etsy keyword research focuses on what buyers search within Etsy's platform. Shopify keyword research focuses on what buyers search on Google. These are related but different buyer behaviors. Google queries for ecommerce products tend to be slightly more specific and often include comparative or informational intent ("best sterling silver earrings" rather than just "sterling silver earrings").
Google search volume data is also more accessible than Etsy search data. Tools like Google Keyword Planner, Ahrefs, Semrush, and Ubersuggest provide actual search volume estimates for Google queries — making it easier to size your keyword opportunities before you invest in optimization.
The three keyword types for Shopify
Transactional keywords are searches by buyers who are ready to buy. "Buy sterling silver name necklace," "personalized necklace free shipping," "custom jewelry shop online." These have high conversion intent and should target your product pages.
Commercial investigation keywords are used by buyers comparing options before purchase. "Best handmade earrings 2025," "sterling silver vs gold fill jewelry," "Etsy vs small shop jewelry." These target buyers who are close to purchasing but still evaluating. Good for collection pages and comparison content.
Informational keywords are questions buyers ask earlier in their journey. "How to care for silver jewelry," "what is 925 sterling silver," "best gift for 30th birthday woman." These attract buyers before they're ready to purchase — great for blog content that builds trust and email list growth.
Free keyword research methods
Google autocomplete: Start typing your product into Google and note all the autocomplete suggestions. These are real buyer searches. Try variations with "best," "buy," "where to buy," "cheap," "vs," and question words (how, what, which).
Google's "People also ask" and "Related searches": After searching for your core product term, scroll down to these sections. They surface related queries and longer-form questions buyers are asking — ideal for blog content and FAQ sections on product pages.
Google Search Console: If your Shopify store is connected to Google Search Console and has been live for at least a few months, the Performance tab shows the exact queries your site appears for in Google, your average position, and your click-through rate. This is first-party data — prioritize improving rankings for queries where you're already getting some impressions but ranking on pages 2–3.
Competitor analysis: Find competitors who rank for your target keywords. Plug their URLs into Google's Search Console (public data isn't available, but tools like Semrush or Ahrefs can estimate their rankings). Identify which pages of theirs rank and for what keywords — then create better versions of those pages.
Paid keyword tools worth using
Ahrefs ($99+/month) is the most comprehensive SEO tool for Shopify stores. It provides keyword difficulty scores, monthly search volume estimates, competitor keyword rankings, and backlink analysis. Essential for stores with serious SEO investment.
Semrush ($130+/month) is a strong alternative with similar capabilities and a suite of additional marketing tools. The keyword magic tool and position tracking are particularly useful for Shopify SEO.
Ubersuggest ($29/month or one-time payment option) is a more affordable option from Neil Patel. Lower data quality than Ahrefs/Semrush, but covers the basics for keyword discovery and competitor analysis at a fraction of the cost.
Prioritizing your keyword list
Not all keywords are worth targeting. Prioritize based on three factors: search volume (is anyone actually searching for this?), keyword difficulty (can your store realistically rank for this given its current authority?), and commercial relevance (will ranking for this bring buyers ready to purchase?).
New Shopify stores should focus on low-difficulty, specific long-tail keywords. "Buy handmade sterling silver earrings for women" is easier to rank for than "earrings" — and the buyer is more qualified. As your domain authority grows through backlinks and content, you can target increasingly competitive keywords.