Analyzing a category on an ecommerce site

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Adam J. Humphreys: Existing or potential traffic? All I do is look at Google’s traffic and size it up based on that.
  
  
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  Cip Ryan: Hey, thanks for answering! It`s about potential traffic, at what exactly do you look to measure that? Or make an idea? What exactly is the proccess to gather that info? It is done via Google Search Console or you require extra tools that are not free?
  
  
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  Adam J. Humphreys: Cip Ryan in that case check out relevant keywords for traffic estimates. https://twitter.com/azarchick/status/1440707077668671497...
  
  You need to know your products, their relevant categories, and then go to Google Ads Keywords Tool which is free to get estimated traffic information. Then you build out your category pages based on that with solid content on them enough to show up. The more specific you are the better.
  
  TWITTER.COMKristina Azarenko 🔥 on TwitterKristina Azarenko 🔥 on Twitter
  
  
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  Cip Ryan: Adam J. Humphreys Thank you for your answer and for that link. I am new to this and my task is to identify the products from a certain category that might have potential to rank better. There is information that will surely help me understand it better, so I really appreciate you taking the time and sharing valued information with me.
  
  
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  Adam J. Humphreys: Cip Ryan just at the right place at the right time. Also look up Ahrefs recent article on canonical filters. This is super e-commerce driven.
  
  
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  Cip Ryan: Adam J. Humphreys I will surely look it up and read it, anything that I can learn more from is welcomed, so thank you again!
  
  
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  Cip Ryan: Adam J. Humphreys Hey, sorry to bother again, I`ve read everything you gave me and although I learned interesting stuff from there (especially the twitter post - was really great) I am still a bit confused on what exactly is the procedure to identify which product can generate potential traffic. What exactly do I need to do for that, more specifically? Do I need to use Keyword Planner or Search Console for that? Or I am forced to use some paid tools for this type of investigation? And what exactly do I look at and what do I do with that data further?
  
  The categories and products are already created on the website, but what confuses me is not knowing what`s the action I need to take to figure out which products are most likely to generate traffic and what to do with them (except optimize on page) or there isn`t much else to do?
  
  I did try to search about my question and couldn`t find much, so I value even more the info I can get from you. I must point out again that I am new to this but I really want to learn more, so if I ask stupid things please let me know!