How to Build Keyword Funnels for Ecommerce Categories, Subcategories & Products

Key Takeaways

• Boost your store’s results by using keyword funnels to attract buyers at every stage of their journey.
• Map keywords to different steps in the sales process so your content matches what shoppers are searching for.
• Help customers find what they need faster and feel understood by connecting with their real questions and concerns.
• Explore how tracking keyword paths reveals surprising patterns that can make your marketing more effective.

This isn’t just inefficient—it actively sabotages rankings.Here’s the hard truth: trying to rank every layer of your e-commerce site for broad, high-volume terms is a rookie mistake. Google won’t know which page to prioritize. Worse, your users won’t land on the page that matches what they’re looking for.

In my 20+ years of SEO work, I’ve found that the secret to ranking e-commerce sites isn’t more keywords—it’s smarter keyword distribution. That’s where keyword funnels come in.

When done right, funnelling keywords across your site structure creates three major advantages:

• Each page targets a distinct search intent
• Internal links reinforce topical authority
• You avoid cannibalization and wasted crawl budget

In this post, I’ll explain the concept of keyword funnels and show you how to build one for your store. To keep things practical, we’ll use a fictional jewelry retailer—ElegantShine—as our working example.

Let’s get started.

Why Ecommerce Needs Layered Keyword Research (Not One-Size-Fits-All)

Different Pages Serve Different Intents—So Should the Keywords

One of the most common mistakes I see in e-commerce SEO is treating keyword research like a checklist: find a few high-volume terms and sprinkle them across every page.

But here’s the thing—Google ranks pages, not sites. Each page on your e-commerce store should serve a distinct purpose, which means it should also target a specific type of search intent.

Let’s take our fictional store, ElegantShine, as an example.

• The homepage is your brand and navigational anchor. It shouldn’t be stuffed with keywords like “buy diamond rings” or “gold necklaces online.”
• Category pages like /necklaces/ should focus on high-level, broad commercial terms such as gold necklaces, women’s necklaces, or necklace collection.
• Subcategory pages like /necklaces/diamond/ should go deeper: diamond necklaces, white gold diamond necklaces, or affordable ones.
• Product pages target specific long-tails like 14k white gold solitaire diamond necklace or birthstone necklace with custom engraving.

Trying to rank all these pages for “diamond necklaces” is like trying to run a relay race by yourself. It causes cannibalization, weakens authority signals, and confuses Google on which page deserves to rank.

Intent Mismatches Kill Conversion

Beyond rankings, mismatched keywords hurt the user journey. A shopper searching for “personalized birthstone necklace for mom” doesn’t want to land on your generic necklace category page. They want a product or subcategory that matches that query.

When your keyword targeting is layered and precise, you improve:

• Relevance of landing pages
• Conversion rates
• Internal linking logic

A Funnel, Not a List

This is where keyword funnels come in. Think of your keyword research not as a list of phrases to use everywhere, but as a top-down map that guides both structure and strategy:

Funnel Layer	Page Type	Keyword Focus
Top of Funnel	Homepage	Brand, navigational, broad category terms
Middle Funnel	Categories/Subcategories	Commercial, mid-intent terms
Bottom Funnel	Product Pages	Long-tail, transactional, product-specific

The next section will explore how to build and assign keywords to these layers. This is where real keyword strategy begins—not in a spreadsheet, but in understanding the structure of your own site.

How to Map Keywords to the Funnel (With a Jewelry Store Walkthrough)

Start With Structure—Not Search Volume

Before you even open a keyword tool, open your site architecture. Funnel-based keyword research begins with understanding your layout:

1. Homepage
2. Top-level categories (e.g. Necklaces, Rings, Bracelets)
3. Subcategories (e.g. Diamond Necklaces, Gold Necklaces, Birthstone Necklaces)
4. Product Pages (e.g. “14k Gold Diamond Solitaire Necklace with Chain”)

Each layer deserves its keyword set, not a recycled batch of broad commercial terms.

The goal? Avoid overlap, signal relevance, and make sure each page targets the right intent.

Mapping the Funnel: ElegantShine Example

Let’s walk through how we’d build this funnel for our fictional jewelry store, ElegantShine.

1. Category Level – “Necklaces”

Target broad, high-volume commercial keywords here:

• women’s necklaces
• gold necklaces
• shop necklaces online

Avoid terms that are too specific or brand-focused. This page should act like a showroom, not a checkout.

2. Subcategory Level – “Diamond Necklaces”

Here’s where you tighten the focus:

• diamond necklaces for women
• white gold diamond necklace
• affordable diamond necklace under $500

These are typically mid-intent searches—shoppers are closer to a decision but still exploring.

3. Product Page – “14K White Gold Heart-Shaped Diamond Necklace”

Now you go long-tail and precise:

• 14k white gold heart necklace
• diamond necklace with heart pendant
• dainty heart necklace with diamonds

If you’re building out a real jewelry SEO strategy, this jewelry SEO keyword list breaks down hundreds of real keyword examples at each funnel stage. It’s based on live SERP analysis, not just keyword tool exports—which is what most guides miss.

Why Most E-commerce Brands Get This Wrong

Many SEO teams (especially in-house) tend to lump keyword research into a single task and apply it in a siloed way—often too late in the process. The result? Cannibalization, poor UX, and underperforming category pages.

Internal Linking That Supports the Funnel

Connect the Dots—And the Intent

A well-researched funnel is only half the job. The other half is building an internal linking structure that supports it.

Too often, e-commerce sites drop the ball here. They’ll create layered category pages, but then link randomly—or worse, not at all—between them. This is a lost opportunity.

Think of internal links as signal boosters that help Google understand your site’s hierarchy, pass link equity, and reinforce topical relevance.

Strategic Internal Linking for ElegantShine

Let’s go back to our fictional store, ElegantShine.

Here’s how internal linking should support the funnel:

• From the Necklaces category page, link directly to subcategories like Diamond Necklaces, Gold Necklaces, and Birthstone Necklaces. Use keyword-rich anchor text naturally in the copy or within filter modules.
• From each Subcategory, link to top-selling product pages. Highlight them as featured items or “most loved by customers.”
• From product pages, link back to their immediate parent subcategory using short blurbs like “Browse more diamond necklaces” or “Back to Gold Necklaces.”

This reinforces the page relationships, boosts crawlability, and allows equity to flow down from your most authoritative pages to more specific ones.

The Hidden Benefit: Better UX and Higher Conversions

Done right, internal links improve navigation, reduce pogo-sticking, and subtly guide users to the right part of the funnel.

They also allow you to inject contextual relevance—a signal that Google values heavily when interpreting on-site relationships.

For example, rather than using bland anchor text like “click here” or “see more,” use descriptive anchors like:

• “Explore our curated collection of diamond necklaces”
• “See all personalized birthstone necklaces”
• “Discover matching earrings for this set”

These not only help SEO—they help customers get where they need to go faster.

Using SERP Behavior to Refine Your Funnel Strategy

Keyword Tools Show Demand—SERPs Reveal Intent

Most e-commerce keyword research relies too heavily on tools like Ahrefs, Semrush, or Google Keyword Planner. They’re useful—but they don’t tell the full story.

If you’re just looking at search volume and keyword difficulty scores, you’re flying blind. You need to know what Google actually serves for a query—and why.

That’s where SERP behavior comes in.

For example, if you search for “unique engagement rings”, you might expect a product-focused SERP. But Google often returns blog posts, listicles, and even Pinterest boards for that keyword.

That tells you something crucial: Google sees this as an exploratory, top-of-funnel query—not a high-converting one. You’d be wasting a product category page on it.

The Jewelry Store Funnel: SERP Clues in Action

Back to ElegantShine. Let’s say you’re considering targeting:

• “diamond necklace under $500”
• “best gifts for girlfriend necklace”
• “14k gold dainty necklace”

A quick SERP check shows:

• “diamond necklace under $500” = commercial, with heavy Google Shopping integration
• “best gifts for girlfriend necklace” = editorial, with gift guides ranking top
• “14k gold dainty necklace” = strong product and category presence

This tells us:

• The first belongs on a filtered subcategory page.
• The second may perform better as a blog post that internally links to gift-ready products.
• The third is a strong product-level target.

These decisions aren’t visible in a keyword tool. You need manual SERP analysis to catch them.

Why This Is the Kind of Research That Actually Moves the Needle

This is where most agencies cut corners. They batch-export keywords and apply generic intent tags. That’s not enough anymore.

Whether you’re mapping keywords for jewelry, fitness gear, or home décor—understanding real-world SERP signals is what separates rankings that last from traffic spikes that vanish.

How to Handle “Gray Area” Queries That Don’t Fit Neatly into the Funnel

These Queries Exist—and They’re Often Ignored

Not every keyword fits cleanly into top, middle, or bottom of the funnel. Some sit awkwardly between discovery and consideration. Others shift depending on how Google interprets them that day.

These “gray area” queries are often ignored by e-commerce SEOs because they’re hard to classify and even harder to rank for. But if you know how to handle them, they can become strategic assets.

Examples of Gray Area Keywords in Jewelry SEO

Let’s go back to ElegantShine and look at queries like:

• “dainty everyday necklace”
• “custom name necklace”
• “birthstone jewelry gifts”

What makes these gray?

• They’re not fully commercial, because users are still exploring styles or customization options.
• They’re not fully informational, because users likely intend to purchase—but they’re not quite ready.
• The SERPs show a blend: some category pages, some blog content, some marketplaces like Etsy.

What to Do With Them

Here’s how I handle these as part of a strategic content plan:

1. Build Hybrid Pages Where It Makes Sense

For “custom name necklace,” you might create a subcategory page that explains:

• What is a name necklace?
• Why personalization matters?
• Showcase your top-selling products.

These pages balance educational content with product promotion, which is exactly what the query needs.

2. Add Blog Posts That Funnel Into Product Pages

For “birthstone jewelry gifts,” a blog titled “Top Birthstone Gift Ideas for Every Month” could:

• Attract TOFU traffic
• Link internally to specific subcategories (e.g., Garnet for January)
• Establish topical authority for gift-based intent

3. Monitor SERP Shifts

Some gray-area keywords morph over time. I’ve seen keywords that were once informational turn commercial as consumer awareness rises. For example, “dainty everyday necklace” used to surface Pinterest and blog results; now, it’s leaning more e-commerce.

You can’t treat SERPs as static. They evolve—and your strategy should too.

Wrapping It All Together 

If there’s one takeaway from this entire post, it’s this: e-commerce keyword research isn’t about finding “more keywords.” It’s about prioritizing the right opportunities based on the funnel, the SERPs, and your ability to rank and convert.

It’s easy to build a bloated keyword list. But unless you understand where each keyword fits in your sales journey—and how Google interprets it—you’ll end up chasing traffic that never buys or building pages that don’t rank.

Let’s Recap the Process

Using our fictional jewelry store (ElegantShine) as an example, here’s what the actual process looks like:

1. Start with Funnel Mapping: Organize keywords based on buyer intent, not volume.
2. Analyze the SERPs: See Google’s ranking to decide what page type to create.
3. Spot and Separate Gray Area Terms: Build hybrid or supporting content instead of trying to force them into category pages.
4. Use Cluster-Level Prioritization: Don’t treat keywords in isolation—plan them in groups and map the right content type to each.
5. Check for Realistic Entry Points: Don’t compete with Amazon for “diamond necklace”—find long-tail variants where you can actually win.

This isn’t theory. It’s the process I’ve used for over two decades, working with product-driven businesses trying to compete without billion-dollar marketing budgets.

Frequently Asked Questions

What is a keyword funnel, and how can it help my Shopify store grow?

A keyword funnel is a strategy that matches specific keywords to different stages of the customer journey, from research to purchase. Using this approach, you can create content that targets shoppers at every step, increasing your chances of turning visitors into buyers and boosting your store’s conversion rates.

How do I map keywords to each stage of the buying journey?

Start by researching what questions and search terms shoppers use when they’re just beginning to learn, comparing options, or ready to buy. For example, shoppers might search “best running shoes 2025” at the consideration stage, but “buy Nike Air Max online” when ready to purchase; align your content to these patterns to address each stage directly.

Why is it important to use different keyword types throughout the funnel?

Using a mix of informational, comparison, and transactional keywords lets you catch shoppers whether they’re seeking advice, exploring brands, or ready to check out. This method ensures your content meets real needs, guides users naturally, and increases your store’s visibility and ROI.

What’s a common mistake Shopify merchants make with keyword funnels?

Many merchants only target high-intent, purchase-focused keywords and miss out on customers researching or comparing products earlier in the journey. This can limit your audience and lead to weaker brand authority, instead of building trust through helpful content at every stage.

How can keyword funnel strategies boost my ecommerce ROI?

When you match your keyword strategy to funnel stages, you drive more qualified traffic and nurture potential buyers effectively. The article cites that stores using this approach often see higher conversion rates and make better use of their marketing budgets, leading to stronger sales growth.

What practical steps can I take to start a keyword funnel for my Shopify store?

Begin by listing your main customer questions, problems, and product benefits, then research keywords tied to each. Create or update website pages and blog posts to reflect these topics, ensuring every stage—from discovery to decision—has content tailored for it.

How do I measure the success of my keyword funnel approach?

Track metrics like organic traffic by page, time spent on content, and conversion rates for different keyword-driven landing pages. Reviewing which funnel stages deliver the most engaged visitors or sales helps you refine your content and double down where you see results.

Can keyword funnel strategies work for small or niche ecommerce businesses?

Yes, in fact, smaller or niche stores often benefit most by focusing on long-tail keywords relevant to specific products, industries, or customer needs. This targeted approach connects with the right buyers who are more likely to convert, even if overall traffic numbers are lower.

How does a keyword funnel help with content planning for ecommerce sites?

It gives you a clear roadmap for what to create, from how-to guides for early research to product comparison blogs and strong sales pages for committed shoppers. This approach keeps your content strategy focused and ensures every piece adds value to your audience.

What’s one advanced tip for using keyword funnels on Shopify?

Regularly review and update your funnel content with new keyword trends, search intent shifts, and competitor analysis. The article suggests using analytics tools to spot new questions your shoppers have, then quickly adding content to capture those opportunities before your competition.

I’m Fahad Raza, an SEO consultant with 18+ years of experience witnessing search evolve from Yahoo’s human editors to today’s AI algorithms. After co-founding Right Click and leading IKEA’s SEO strategy, I launched KeywordProbe to help small businesses succeed with systematic, transparent SEO solutions.