When I first started working on Shopify SEO, I made a common mistake: I optimized product pages based on what I thought customers would search for. The results were inconsistent. Some pages ranked, most didn’t.What changed everything was using Google Keyword Planner properly — not as an ads tool, but as a data source for real search behavior.In this post, I’ll share how I use Google Keyword Planner step by step to research keywords specifically for Shopify product pages, and how I turn that data into actual on-page optimization.

Why I Still Use Google Keyword Planner

There are many SEO tools out there — Ahrefs, SEMrush, Ubersuggest, etc. But Google Keyword Planner has one major advantage:It pulls data directly from Google.That means:

  • The search terms are real.
  • The search volumes reflect actual demand.
  • The suggestions often reveal buyer intent.

For Shopify product pages, that’s exactly what we need.

Step 1: Start With Seed Keywords (But Be Specific)

Inside Google Ads → Tools & Settings → Keyword Planner → “Discover new keywords.”I usually start with 3–5 very direct product terms.For example, if I’m optimizing a product page for a ceramic coffee mug, I might enter:

  • ceramic coffee mug
  • handmade coffee mug
  • minimalist mug
  • large coffee mug

The key here is commercial intent. I avoid informational terms like:

  • how to clean a mug
  • history of ceramic mugs

Because those belong in blog content — not product pages.

Step 2: Look Beyond Volume — Look at Intent

Most people focus only on average monthly searches. That’s not enough.Here’s how I evaluate keywords:

Relevance

Does this keyword match exactly what the product is?If I sell a 12oz minimalist ceramic mug, I won’t optimize for “travel mug” just because it has higher volume.

Buyer Intent

Phrases like:

  • buy ceramic mug
  • large ceramic coffee mug
  • ceramic mug for office

Usually indicate someone closer to purchasing.Generic terms like “mug” are often too broad and competitive.

Competition (Ads Data as a Signal)

Keyword Planner shows competition for ads, not organic SEO — but it still gives a rough signal.High competition often means high commercial value. That can be good — but only if your product page is strong enough to compete.

Step 3: Use URL-Based Keyword Discovery

One underrated feature: you can enter a URL.I use this in two ways:

  1. Enter my own product page URL to see how Google interprets it.
  2. Enter a competitor’s high-ranking product page.

This gives me keyword variations I might not have considered.For example, I once discovered that a competitor’s product was ranking for:

  • stoneware coffee cup
  • rustic ceramic mug

Even though their product title only mentioned “ceramic mug.”That told me there were semantic variations worth targeting.

Step 4: Build a Primary + Secondary Keyword Structure

For every Shopify product page, I organize keywords into:

Primary Keyword

The main phrase I want the page to rank for.Example:

“Handmade Ceramic Coffee Mug”

This goes in:

  • Product title
  • Meta title
  • H1
  • First paragraph of description
  • URL handle (if clean)

Secondary Keywords

Closely related variations:

  • large ceramic mug
  • minimalist coffee mug
  • ceramic mug for office
  • 12oz handmade mug

These are naturally integrated into:

  • Product description
  • Bullet points
  • Image alt text

I never stuff keywords. Instead, I rewrite descriptions to include them naturally.

Step 5: Rewrite Product Descriptions Strategically

This is where most Shopify stores fail.Instead of writing:

“This mug is high quality and durable.”

I rewrite using researched keywords:

“This 12oz handmade ceramic coffee mug is crafted from durable stoneware, designed for daily use at home or in the office.”

Now it includes:

  • ceramic coffee mug
  • handmade
  • stoneware
  • office use

All aligned with keyword data.

Step 6: Align Keywords With Collection Pages

Another insight I learned over time:Not every keyword belongs on a product page.If Keyword Planner shows high volume for:

  • ceramic mugs
  • handmade mugs

Those may be better suited for collection pages, not individual products.Product pages should usually target:

  • More specific
  • Lower competition
  • High intent
  • Long-tail keywords

This improves ranking probability significantly.

Step 7: Validate With Search Console Later

After publishing optimized pages, I monitor Google Search Console:

  • What queries are bringing impressions?
  • Are there unexpected keywords showing up?
  • Are we ranking on page 2 or 3 for strong terms?

If I see potential, I refine the content further.Keyword research isn’t a one-time setup — it’s iterative.

Common Mistakes I See Shopify Stores Make

  1. Using only broad keywords
  2. Ignoring search intent
  3. Copying supplier descriptions
  4. Stuffing keywords unnaturally
  5. Not differentiating between blog vs product keywords

Google Keyword Planner helps avoid all of these — if used correctly.

Final Thoughts

Google Keyword Planner isn’t flashy, but for Shopify product SEO, it’s powerful.When I use it properly, I can:

  • Identify real buyer search terms
  • Avoid guessing
  • Structure product pages more strategically
  • Increase organic visibility over time