How to Write a Keyword Research Brief

Keyword research is the process of finding the search terms that people use to find information online. It is an essential part of any e-commerce SEO strategy, as it helps you to understand what your target audience is looking for and to optimize your website accordingly.

There are many different ways to approach keyword research, but there are a few key steps that all businesses should follow:

  1. Identify your target audience. What are their needs and wants? What problems are they trying to solve? Once you understand your target audience, you can start to brainstorm keywords that they might be using.
  2. Make a list of relevant keywords. Once you have a good understanding of your target audience, you can start to make a list of relevant keywords. Be sure to include both broad and specific keywords. For example, if you sell shoes, you might include keywords such as “shoes” and “running shoes.”
  3. Research the search volume and competition for your keywords. Once you have a list of keywords, you need to research the search volume and competition for each one. This will help you to identify the keywords that are most relevant to your target audience and that have the best chance of ranking in search engine results pages (SERPs).
  4. Group your keywords into categories. Once you have researched the search volume and competition for your keywords, you need to group them into categories. This will help you to organize your keywords and to create targeted content for each category.
  5. Use your keywords throughout your website. Once you have grouped your keywords into categories, you need to start using them throughout your website. This includes in your product titles and descriptions, blog posts, and other content.

Keyword research tips for e-commerce businesses

Here are a few keyword research tips specifically for e-commerce businesses:

  • Focus on commercial keywords. Commercial keywords are search terms that people use when they are ready to buy something. For example, “buy running shoes” is a commercial keyword, while “running shoes reviews” is an informational keyword.
  • Use long-tail keywords. Long-tail keywords are more specific and less competitive than short-tail keywords. For example, “buy men’s running shoes size 10” is a long-tail keyword.
  • Use product-specific keywords. In addition to general keywords, you should also use product-specific keywords. For example, if you sell a specific brand of running shoes, you should use keywords such as “Nike Air Zoom Pegasus 39.”
  • Use competitor keywords. You can also use competitor keywords to find out what your competitors are targeting. To do this, simply enter your competitor’s URL into a keyword research tool and see what keywords they are ranking for.


Keyword research is an essential part of any e-commerce SEO strategy. By following the steps above, you can identify the keywords that are most relevant to your target audience and that have the best chance of ranking in SERPs. This will help you to drive more traffic to your website and increase your sales.

Additional tips

  • Use Google Trends to track keyword popularity over time. This can help you to identify keywords that are trending up and that you should target in your content.
  • Use Google Search Console to see which keywords are driving traffic to your website. This information can help you to refine your keyword strategy.
  • Use a keyword research tool such as Ahrefs or SEMrush to get more detailed information about keywords, such as search volume, competition, and related keywords.

By following these tips, you can improve your keyword research skills and create a more effective SEO strategy for your e-commerce business.

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