Keyword research is the process of identifying the search terms your target audience uses on Google. It is the foundation of any SEO strategy: without knowing what your potential customers are searching for, it is impossible to effectively optimize your product pages, categories, and content. For PrestaShop stores, thorough keyword research enables you to align your content with real purchase intent and attract qualified traffic.
Essential metrics for evaluating a keyword
Every keyword can be assessed along several dimensions. Monthly search volume indicates how many times a term is searched on Google on average each month. Keyword Difficulty (KD) measures how hard it is to rank for that term, based on the authority of sites already on page one. CPC (cost-per-click) reflects the commercial value of the keyword: a high CPC means advertisers are paying a premium for it, which is often a strong indicator of purchase intent. The trend shows whether search volume is stable, growing, or declining over the past 12 months.
Search volume
Number of monthly searches. High volume = more potential traffic, but also more competition.
Difficulty (KD)
Score from 0 to 100. The higher it is, the harder it will be to rank without a highly authoritative site.
CPC
Commercial value: a high CPC indicates strong purchase intent. Prioritize for product pages.
Types of keywords to know
Keywords fall into two main axes. The first is length: short-tail keywords (head terms) like 'shoes' have enormous volume but crushing competition and vague intent. Long-tail keywords like 'men's neutral running shoes size 10' have lower volume but very precise intent and reduced competition. For a PrestaShop store, long-tail keywords often represent 60 to 70 percent of achievable organic traffic.
The second axis is intent: informational keywords ('how to choose running shoes') target searchers in the discovery phase. Commercial keywords ('best running shoes 2025') show comparison intent before purchase. Transactional keywords ('buy Brooks Glycerin 21 shoes') signal immediate purchase intent — these are the most valuable for your store's product and category pages.
Keyword research tools
- Google Keyword Planner: official Google tool, real volume data, ideal for estimating volume and CPC
- Google Search Console: reveals the actual queries your store already appears for — invaluable data
- Ahrefs Keywords Explorer: professional reference, precise metrics, SERP analysis, suggestions
- SEMrush Keyword Magic Tool: massive database, competitor analysis, keyword gap analysis
- Google Autocomplete and 'People also ask' suggestions: first-hand data without paid tools
- Ubersuggest / Keyword Surfer: free or low-cost alternatives for smaller budgets
Keyword mapping: assigning keywords to your PrestaShop pages
Keyword mapping means assigning a primary keyword (and 2-3 secondary keywords) to each strategic page of your store. Each page should only target one main topic to avoid cannibalization: if two pages target the same keyword, they compete with each other and Google doesn't know which to show. On PrestaShop, the typical mapping is: homepage (brand query + main generic term), category pages (category keywords: 'women's running shoes'), product pages (specific product keywords with brand and reference), blog posts (informational and commercial long-tail keywords).
Cannibalization: two pages targeting the same keyword means zero pages ranking first
E-commerce keywords: purchase intent and seasonal patterns
For PrestaShop stores, high-potential transactional keywords include purchase modifiers: 'buy', 'price', 'cheap', 'sale', 'free shipping', 'best', 'review', 'comparison'. These terms signal immediate purchase intent or active search for the best deal. Incorporate them naturally into H1 titles, meta descriptions, and copy on your category and product pages.
Seasonality is a critical factor to anticipate. Keywords like 'Christmas gift ideas', 'summer shoe sale', 'back to school supplies' have very predictable volume peaks. Use Google Trends to visualize annual trends and plan the creation or optimization of your themed pages at least 6 to 8 weeks before the expected peak — enough time for Google to index and rank your content.