Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Map shopping queries to the products and collections you actually sell.
We research the terms customers use for the range, including relevant attributes and buying questions. The output groups queries by useful page purpose and records measured demand separately from gaps in available data.
A few clients we’ve worked with
What we do
Keyword research for ecommerce businesses: catalogue language, intent research, page mapping.
What keyword research needs to account for.
An attribute query needs products that actually meet the attribute.
Supplier terminology may differ from customer language.
Care questions and purchase queries can require different content formats.
What research has to produce.
A keyword list is not a plan. Research is only useful once each term is attached to a page that could realistically win it.
You stop writing for nobody
Checking the result pages shows where the intent is commercial and where a term only looks valuable in a volume column.
Your pages stop competing
One page per intent prevents two of your own pages fighting over the same search.
Keyword research scope.
Plan catalogue language, intent research and page mapping as connected parts of the engagement.
Catalogue language
Collect product types, attributes and customer terminology. Distinguish supplier labels and terms shoppers use to compare items.
Intent research
Review search results and available metrics in the intended market. Separate purchase, comparison, care and support needs.
Page mapping
Assign query groups to products, collections or supporting content. Exclude topics the current range cannot satisfy.
Selected website projects across our wider practice
All case studies
“What I appreciate most is that the team always communicates openly and stays honest throughout.”
“They delivered what they said they would, on time.”
“They met all our expectations by providing great strategies based on our needs.”
Keyword research deliverables.
The agreed keyword research scope is documented in the following work products.
- 01
Source-linked query and intent research
- 02
Keyword groups mapped to pages
- 03
Metric gaps and editorial dependency notes
Our process
How we approach keyword research.
Collect customer product language
Review range attributes and purchase questions rather than relying only on supplier labels.
[ 01 ]
Research shopping intent
Inspect search context and available metrics for purchase, comparison and support queries.
[ 02 ]
Map useful destinations
Assign query groups to relevant products, collections or guides and record unsupported-range exclusions.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedKeyword research for ecommerce businesses: questions.
Should we target a category before stocking it?
A page should accurately reflect availability. Future-range research can inform planning without presenting an unsupported collection as available.
Can keyword research guide filters?
Yes, alongside actual catalogue attributes and shopping behaviour; search terms alone do not determine the whole filter system.
Discuss keyword research and the requirements behind your store.