Semrush for Shopify keyword research

Commercial disclosure: this page may mention Semrush. Recommendations should be weighed against the stated testing status and native Shopify alternatives.

The Shopify Keyword Research Problem

Most keyword research exports are too flat for ecommerce.

They produce a list of phrases, but they do not answer the real Shopify questions:

• Should this query be a collection?
• Should it be a product page?
• Should it be a guide?
• Should it be a comparison page?
• Should it be ignored because intent is wrong?
• Does the store already have a page for it?
• Does a competitor rank with a better page type?

Semrush is useful when it helps make those decisions.

Step 1: Separate Keywords By Page Type

Use this classification:

This prevents blog posts from competing with collections and product pages from trying to rank for category terms they cannot satisfy.

Step 2: Start With Collections

For most Shopify stores, collections are the commercial SEO core.

Use Semrush to identify:

• Main category terms.
• Modifier terms.
• Product-type variations.
• Brand/category combinations.
• Use-case terms.
• Seasonal terms.
• Competitor collection rankings.

Then decide:

• Create a new collection.
• Improve an existing collection.
• Merge overlapping collections.
• Add supporting guide content.
• Improve internal links to the collection.

The output should be a collection decision, not just a keyword list.

Step 3: Analyse Competitors By Page Type

Look at competitors ranking for valuable queries.

Record:

• Ranking URL.
• Page type.
• Title/H1 structure.
• Product count or content depth.
• Internal links.
• Supporting guides.
• Schema/product evidence.
• Whether the page is a collection, blog post, category page or buying guide.

This tells you what Google is rewarding for that query class.

If competitors rank with collections and your store only has blog content, you may need a collection. If competitors rank with detailed buying guides, a thin product grid may not be enough.

Step 4: Build Keyword Clusters Around Store Decisions

Create clusters with an action:

This makes the research operational.

Step 5: Prioritise By Commercial Value

Score opportunities by:

• Search demand.
• Ranking difficulty.
• Product margin.
• Product availability.
• Existing authority.
• Conversion intent.
• Internal link support.
• Effort required.

Do not chase volume alone. A lower-volume collection query with strong purchase intent can be more valuable than a high-volume informational query.

Step 6: Connect Semrush With Search Console

Use Search Console to check:

• Queries already earning impressions.
• Pages ranking on page two.
• Collections with declining clicks.
• Product pages with impressions but weak CTR.
• Guide pages that should link into collections.

Use Semrush to check:

• Competitors you do not yet see in Search Console.
• Keyword variants.
• Topic gaps.
• Ranking difficulty.
• SERP competitors.
• Tracking over time.

The two datasets answer different questions.

Step 7: Turn Research Into A Brief

Every keyword opportunity should become a brief:

• Target page type.
• Primary intent.
• Main keyword group.
• Supporting modifiers.
• Existing or new URL.
• Product set required.
• Internal links needed.
• Content blocks needed.
• Metadata direction.
• Competitors reviewed.
• Next action.

This is the future role of the planned Shopify Collection SEO Brief Builder tool.

Semrush Workflow For A Shopify Collection

1. Choose product category.
2. Research category and modifier terms.
3. Review competitor ranking pages.
4. Decide if the page should be a collection, guide or comparison.
5. Map existing Shopify URL or create new collection brief.
6. Write title/meta/H1 direction.
7. Plan intro copy and product merchandising.
8. Add internal links from guides and related collections.
9. Track performance after changes.

Where Semrush Fits Commercially

Semrush is a strong affiliate fit for this site because it supports:

• Shopify SEO audits.
• Competitor analysis.
• Keyword research.
• AI visibility research.
• Ecommerce growth workflows.
• Consultant/agency use cases.

It should be promoted where data changes decisions, not inserted into every article.

Suggested Next Reads

• Shopify collection page SEO
• Shopify competitor SEO analysis
• Shopify SEO audit workflow with Semrush
• Best SEO tools for Shopify

Sources Used

• Semrush affiliate programme
• Google Search Central: ecommerce SEO
• Shopify SEO overview