Understanding Search Intent For Ecommerce Keywords

Too many digital marketers hide behind analytics tools instead of talking to real customers. To uncover your customers’ search intents, do customer research beyond just keyword research. This might include face-to-face conversations, customer surveys, listening to sales calls, or using AI to analyze customer interactions. Your goal is to uncover the actual problems your customers are trying to solve, the specific language they use to describe their situation, and the questions they ask while making a purchase decision. Then, combine these qualitative insights with quantitative data—e.g. analyze your GA4, Search Console, Google Ads Search Terms report, page-by-page content performance, etc. You’ll discover pages on your website with intent mismatches. These are pages that generate traffic but for the WRONG intents. For example, we worked with a brand that runs team-building events for corporations. They offered a team-building activity titled “Write a Country Song Like Taylor Swift“. The page for this activity received most of its traffic from people who were looking for a Taylor Swift-themed drink at Starbucks. These visitors were looking to purchase coffee, not a corporate team-building event. Conversely, you’ll find pages on your website with low traffic but high conversions – these often reveal highly specific, valuable intents to target. This combined qualitative and quantitative analysis helps you identify search intents worth targeting and pinpoint content that may need updating or even pruning. Tomorrow: Using these insights to create content truly aligned with user intent.

Most SEO agencies build ONE generic content funnel for your entire e-commerce site. That's like using the same sales pitch for every customer who walks through your door. A better way is to simply build unique search funnels for each product category. Imagine you're a home appliance brand selling washers, dishwashers, and refrigerators. The person searching for a French-door refrigerator needs a completely different journey than someone looking for an energy-efficient dishwasher. So we: 1. Start with bottom-funnel optimization (products & collections) 2. Build separate content clusters for each category 3. Target specific buyer intents within each cluster 4. Optimize for conversion, not just traffic That's the difference between chasing high-search volume keywords & attracting high-converting buyers. "Appliance store" gets a stupid amount of searches every month... But the highly specific "best counter-depth French door refrigerator 2025" is the one that actually sells refrigerators. Build unique funnels. Match them to real buyer behavior. This is the playbook that will actually convert traffic to revenue.

Most of the e-commerce businesses I see on LinkedIn are leaving at least $10,000/month on the table without even realizing it. Let's fix that. 1. Understand User Intent (Not Just Keywords) Google’s smarter than ever at understanding what people mean, not just what they type. For every target keyword, ask yourself: “What problem is the searcher trying to solve?” For example: Instead of just ranking for "running shoes," focus on “best running shoes for marathon beginners” to align with what your audience actually needs. 2. Optimize for Every Funnel Stage Successful SEO drives awareness, engagement, and conversions. Tailor your content to each stage: Top of Funnel (TOFU): Blog posts like “10 Best Skincare Routines for Winter” Middle of Funnel (MOFU): Comparison pages like “Vitamin C Serum vs. Retinol: Which One Is Right for You?” Bottom of Funnel (BOFU): Optimized product pages and reviews to drive final purchases. Map your keyword strategy to each stage of the buyer's journey. 3. Capture High-Intent Buyers with Long-Tail Keywords Long-tail keywords = lower competition + higher conversion rates. For example: Instead of targeting “gaming laptops,” focus on “best gaming laptops under $1,000 with RTX 4060.” Tools like Ahrefs can help you discover long-tail opportunities. Let me know if you don't know how to use Ahrefs in the comments so I can explain further. 4. Boost Internal Linking with Topic Clusters Internal linking is like setting up SEO highways across your site. Group content into topic clusters to dominate search rankings. For example: A pet store could have a “Dog Care” cluster Main Page: Dog Food Blog Posts: “Best Dog Food for Sensitive Stomachs” > Links to dog food product pages 5. Write Product Descriptions That Sell Every product description is a mini sales pitch. Use SEO-friendly language and focus on benefits, not just features. Template for Better Descriptions: Highlight pain points: "Tired of acne scars ruining your confidence?" Show benefits: "Our serum fades scars in 3 weeks while hydrating your skin." Add FAQs to product pages to rank for semantic searches. 6. Use Schema Markup for Better Clicks Schema markup makes your products stand out in search results with star ratings, pricing, and FAQs. Some Quick Wins: Add “Product” schema to show star ratings, availability, and sale prices. Add “FAQ” schema to capture extra visibility with Q&A snippets. 7. Tackle Mobile Optimization (After Nailing the Basics) Mobile-friendliness is critical, but don’t get overwhelmed early on. Start with basic SEO tactics and tackle Core Web Vitals later. 8. Leverage User-Generated Content (UGC) UGC = reviews, photos, and testimonials from your customers. 9. Build Backlinks with Influencers High-quality backlinks are essential. Partner with influencers to create content that naturally links to your site. 10. Measure, Adjust, and Scale SEO isn’t a one-time task. Use tools like Google Search Console or Ahrefs to track progress.