Keyword research isn’t one-size-fits-all, especially when it comes to eCommerce.

After spending countless hours digging through search data across different industries, I can tell you that research tactics used for kitchen gadgets won’t work for cross-country shoes – because buyers search uniquely in different markets.

Specialized Approaches for ‘Attribute’ Based Products

When it comes to products with a lot of attributes, fashion keywords are a good example to learn from…

Keywords in the fashion industry blend functional needs with emotional desires, seasonal trends with timeless classics – so they’re a great way to understand niche research.

The Fashion Keyword Pyramid

Fashion shoppers typically search in layers:

1. Top-level category terms – “women’s shoes,” “men’s jackets”
2. Product type specifics – “ankle boots,” “bomber jackets”
3. Attribute qualifiers – “leather ankle boots,” “waterproof bomber jackets”
4. Style descriptors – “vintage leather ankle boots,” “oversized waterproof bomber jackets”
5. Occasion/use case – “vintage leather ankle boots for winter,” “oversized waterproof bomber jackets for hiking”

I recall an up-and-coming footwear retailer who was pouring resources into ranking for “boots” and “women’s shoes.” What a waste!

Their conversion rates jumped about 300% when they pivoted to more specific terms like “comfortable leather ankle boots” and “waterproof chelsea boots for wide feet.” People searching with that level of specificity are practically reaching for their credit cards.

Keyword research for ecommerce is fundamentally about understanding the specificity with which customers search. In fashion particularly, attributes matter enormously.

High-Intent Modifiers That Convert

Sticking to fashion searches as an example, they often include these high-intent modifiers:

• Material terms: leather, cotton, denim, silk
• Fit descriptors: slim, relaxed, oversized, petite
• Style markers: vintage, modern, classic, bohemian
• Occasion indicators: wedding, office, casual, formal

The trick? Don’t just add these modifiers randomly. Dig into your product analytics to see which combinations actually sell in your store.

Adapting to Various Product-Types

The approach shifts dramatically depending on what you’re selling.

High-Consideration Products

For big-ticket items like furniture or electronics, the comprehensive keyword research process needs to account for a much longer research phase. Shoppers might start with broad terms like “best sectional sofa” but then dive into specifics:

• “L-shaped sectional with storage”
• “stain-resistant sectional for pets”
• “modular sectional for small apartments”

Here’s a case of a home furniture retailer: they discovered that including room-specific keywords (“sectional for studio apartment” vs. just “small sectional”) resulted in visit-to-purchase timelines that were 40% shorter. Shoppers found exactly what they needed faster.

Consumable Products

For replenishable goods like beauty products or supplements, consider:

• Benefit-driven terms: “anti-aging,” “energy-boosting”
• Problem-solution pairs: “for dry skin,” “for hair loss”
• Ingredient-focused searches: “with retinol,” “caffeine-free”

The search behavior here often indicates whether someone’s a first-time buyer (more generic searches) or a repeat purchaser (more specific, often including ingredients).

Local SEO Considerations for Ecommerce

Ecommerce isn’t just global—it’s increasingly local too.

The Hybrid Shopping Experience

Keyword research reveals how customers blend online research with offline purchasing intentions. Keep an eye out for:

• “Near me” modifiers (even for ecommerce!)
• City or neighborhood-specific searches
• “In stock” or “available now” queries

These reveal shoppers who want the convenience of online research but the immediacy of local pickup.

Case in point… a sporting goods retailer noticed that “running shoes in [city name]” searches spiked dramatically on Fridays—indicating weekend warriors planning their activities.

They adjusted their local inventory ads to emphasize weekend-ready gear and saw foot traffic increase by roughly 25%.

Buy Online, Pick Up In-Store (BOPIS) Keywords

These high-intent search variations matter:

“pickup today”
“same day pickup”
“curbside available”
“store pickup near me”

Industry-Specific Terminology

Each industry has its own language ecosystem that savvy retailers tap into.

Tech Products

For electronics and gadgets, compatibility terms dominate:

“compatible with iPhone 14”

“works with Alexa”

“Android 13 supported”

Spec-focused shoppers also use highly technical language:

Precise model numbers
Technical specifications
Compatibility requirements

Home Goods

For home products, stylistic language matters:

• Design styles: “Scandinavian,” “industrial,” “farmhouse”
• Color schemes: “neutral palette,” “earth tones”
• Room-specific terms: “small bathroom storage,” “kitchen island seating”

Food & Beverage

Dietary preferences create distinct keyword clusters:

• “Gluten-free snacks”
• “Keto-friendly meals”
• “Vegan protein options”

Some online specialty food shops have absolutely transformed their businesses by embracing dietary-restriction keywords.

Instead of generic “gourmet cookies,” they optimized for “gluten-free gourmet cookies” and similar terms—pulling in a dedicated audience willing to pay premium prices for hard-to-find specialty items.

Creating Your Niche-Specific Strategy

Here’s a framework I recommend for building a truly tailored approach:

• Identify your product’s key decision factors. What makes people choose one product over another in your niche?
• Map those factors to search language. Use tools like Google Keyword Planner to discover how people express those decision factors in searches.
• Create category-specific keyword lists. Don’t use the same approach across your entire store. Build a relevant list of keywords for each major product category.
• Test and refine with small campaigns. Before overhauling your entire site, test category-specific approaches with small paid campaigns or limited page optimizations.
• Organize findings in a structured template. Free keyword research templates can help you keep everything organized by category, funnel stage, and intent.

The Secret Opportunity: Cross-Category Keywords

Most retailers miss something crucial: the intersection between categories. These hybrid searches often have less competition but high purchase intent:

“Waterproof hiking boots with ankle support” (Footwear + Outdoor)
“Protein powder for weight loss” (Supplements + Fitness)
“Sustainable baby clothes gift set” (Baby + Gifts + Eco-friendly)

I’m perplexed how many ecommerce sites miss these cross-category opportunities. They’re often less competitive but attract buyers who know exactly what they want.

Looking Beyond Traditional Keyword Tools

While standard keyword tools are helpful, niche research requires additional sources:

• Industry forums and communities
• Customer service inquiries and chat logs
• Product reviews (yours and competitors’)
• Social media conversations (especially Instagram and Pinterest for visual products)

Sometimes the most valuable keywords don’t show high volume in tools—they’re the specific phrases your actual customers use when they know exactly what they want.

Generic keyword research produces generic results. The magic happens when you speak the specific language of your niche—and that language is constantly evolving.

Its an ongoing conversation with your market to spot specialized keywords hidden in plain sight!