Ecommerce Key phrase Analysis: A Sensible Information

What Is Ecommerce Key phrase Analysis? 

A key a part of search engine optimisation technique, ecommerce key phrase analysis is figuring out and analyzing essentially the most related search phrases for a web-based retailer. It could allow you to rank, enhance visibility within the search engine outcomes pages (SERPs) and earn extra site visitors. 

You additionally need prospects to seek out your merchandise on-line. So ecommerce key phrase analysis is crucial to your website’s success.

Why Ecommerce Key phrase Analysis Issues

Ecommerce key phrase analysis alone gained’t skyrocket your search engine rankings, however it will probably make all of the distinction.

This course of will affect your future selections when it comes to content material creation, digital advertising, internet advertising, and extra. 

For instance, optimizing your product pages for related key phrases can increase web site site visitors and gross sales. On the identical time, you’ll achieve perception into prospects’ wants, which may additional enhance your advertising efforts.

However that’s not all. 

Together with different search engine optimisation techniques, key phrase analysis may help you rank greater in search outcomes over time. 

The primary natural lead to Google Search will get 28% of all clicks. This quantity continues to lower, all the way down to 2.5% for the tenth end result. 

Due to this fact, greater search engine rankings equal extra visibility and natural site visitors. In the long term, these elements can result in elevated model consciousness, extra gross sales, and greater income. 

Key phrase analysis for ecommerce also can allow you to:

  • Keep forward of the competitors: Determine search phrases your opponents may not be focusing on
  • Enhance the person expertise: Use key phrases to prepare your merchandise into classes and subcategories so prospects can simply discover what they want
  • Attain prospects in your space: In case your ecommerce enterprise additionally has bodily places, key phrase analysis may help you attain your preferrred prospects. The identical goes for focusing on particular areas or international locations. 
  • Optimize your promoting spend: Should you’re operating pay-per-click (PPC) campaigns, you need to use low-competition key phrases in your adverts to optimize prices
  • Perceive what prospects are searching for: By analyzing the key phrases folks use in search queries, you possibly can decide the intent behind their searches. Then you possibly can tailor your content material and product choices to match that intent. 

However earlier than you possibly can optimize your web site, you have to choose related key phrases to focus on.

Selecting the Proper Ecommerce Key phrases

Let’s say you promote house health club tools and equipment. 

It could appear simple to focus on standard key phrases like “house health club tools” or “yoga mats.” 

However the competitors is fierce. 

Hundreds of different distributors, together with huge manufacturers like Amazon and Dick’s Sporting Items, already rank for these key phrases. So it will take vital time, effort, and sources to attempt to outrank them. 

The artwork of ecommerce key phrase analysis is figuring out key phrases that comprise a mixture of traits:

  • Relevance: The key phrase is clearly associated to the merchandise you provide
  • Intent: The searcher is seeking to analysis or buy a product
  • Recognition (search quantity): Excessive search quantity signifies many individuals are looking for this time period each month
  • Feasibility (problem): You’ll be able to fairly anticipate to rank and generate site visitors from the key phrase

Let’s study each.


First, apply logical analysis.

Does the key phrase make sense?

Is it related to your model or product?

While you’re conducting key phrase analysis, you’ll come throughout many key phrases that match the entire above traits. They appear good in a spreadsheet.

However a crucial evaluation would make it clear that some key phrases aren’t really related to what you are promoting and your target market. 

One simple instance is a branded key phrase. 

In your key phrase analysis, you may uncover that key phrases like “lululemon yoga mat” and “manduka yoga mat” match the entire above traits. 

“lululemon yoga mat” and “manduka yoga mat” results highlighted in Keyword Magic tool for "yoga mat" search

However does your retailer really promote these manufacturers?

If not, then the key phrase isn’t related. 

One other instance can be search queries that align with particular wants your retailer can’t fulfill. 

For instance, “Lululemon yoga mat.”

“Lululemon yoga mat” result highlighted in Keyword Magic tool for "yoga mat" search

Customers wish to analysis or purchase a yoga mat made by Lululemon. 

Should you don’t have any content material about Lululemon yoga mats, and your retailer doesn’t promote them (which might be why you don’t have any content material about them), it doesn’t make sense to focus on that key phrase.

Search Intent

Also called “person intent,” search intent refers back to the motivation behind search queries. It’s the explanation somebody enters a specific key phrase right into a search engine. 

It signifies what they anticipate to seem within the search outcomes.

And Google’s algorithm accounts for search intent in rankings. Generally, the pages that rank for that key phrase will probably be intently aligned with that intent.

There are 4 classes of search intent:

  • Navigational: Customers wish to go to a particular web site or net web page, in order that they’ll sort one thing like “yoga lessons close by” or “Nike weblog” right into a search engine
  • Informational: Customers are in search of solutions, explanations, or data on a particular subject
  • Industrial: Customers are researching the merchandise they’re enthusiastic about earlier than inserting an order
  • Transactional: Customers are able to take particular actions, equivalent to shopping for a product or reserving a name

Your job is to establish key phrases with search intent that aligns with the pages in your website. 

Let’s say somebody needs to purchase eco-friendly yoga mats. 

First, they might seek for informational key phrases like “kinds of yoga mats.” After that, they might use industrial key phrases like “greatest eco-friendly yoga mats” or “top-rated eco-friendly yoga mats” to see what their choices are. 

Final, they might seek for “purchase eco-friendly yoga mats” and make a purchase order.

Should you promote yoga mats and also you’re conducting key phrase analysis, you’ll seemingly discover these key phrases.

Must you goal them in your website?

It depends upon whether or not you will have the precise pages or content material to match search intent. 

  • Forms of yoga mats:” Informational intent. You’ll want a information or article on this subject so as to rank.
  • Finest eco-friendly yoga mats:” Industrial intent. You’ll need a listing of merchandise or critiques of related choices so as to rank.
  • Purchase eco-friendly yoga mats:” Transactional intent. You’ll need a focused product web page or product class web page so as to rank.

Moreover, sure key phrases can uncover your prospects’ ache factors. For instance, your target market could also be looking for “non-slip yoga mats.”

With that in thoughts, you possibly can optimize content material to focus on the issue your product solves.

When you determine whether or not the key phrase matches the search intent of the pages in your website, you have to consider the opposite two elements.

Search Quantity 

The variety of month-to-month searches for a specific key phrase is named “search quantity.”

In different phrases, the recognition of the subject. 

Larger search quantity means extra folks seek for it. 

Listed below are some examples from Semrush’s Key phrase Magic Device:

"Volume" and "KD%" columns highlighted in Keyword Magic Tool results

So it’d make sense to easily goal the key phrases with the best search volumes to get in entrance of essentially the most potential prospects.


Not fairly.

There’s a trade-off between search quantity and key phrase problem (KD) (which we’ll cowl within the subsequent part). 

Key phrases with excessive search volumes are inclined to have the next problem, or extra competitors.

Meaning it’ll be harder to rank for these key phrases. And, even should you completely optimize your website, chances are you’ll not obtain any site visitors since you don’t rank wherever close to the highest of the outcomes.

Concentrating on long-tail key phrases is a better strategy for a lot of ecommerce shops. 

Lengthy-tail key phrases are longer and extra particular (e.g., “males’s purple nike air zoom” or “additional thick yoga mats”). 

They’ll even have decrease search quantity. 

However they’re usually much less aggressive. 

Would you fairly have 0% of a big pie? Or 25% of a smaller pie?

Within the case of key phrases, you wish to goal ones for which you’ll feasibly rank, after which select the best search quantity.

And KD is what signifies rating feasibility.

Key phrase Problem (Competitors)

This metric estimates how troublesome it will be to rank for a given key phrase. It normally runs from 0 to 100 (relying on the key phrase analysis software used), with greater values indicating greater competitors. 

"yoga mat" keyword shows a KD of 78% in the Keyword Overview tool

For instance, “yoga mat” has a KD of 78% in accordance with the Key phrase Overview software. 

Meaning it will be “Arduous” to rank.

Observe: Key phrase problem is essentially primarily based on the authority of the web sites and pages that already rank. Because of this one key issue—what makes it “laborious”—is the quantity and high quality of hyperlinks pointing to the websites or pages that already rank. Should you wished to focus on one among these key phrases, you’d seemingly have to construct a comparable degree of authority first.

However, “additional thick yoga mats” has a KD of 65%.

"extra thick yoga mats" keyword shows a KD of 65% in the Keyword Overview tool

This makes it “Tough,” however not “Arduous.”

It may very well be barely simpler to rank for this key phrase. 

Does that imply it’s best to by no means goal troublesome key phrases?

Under no circumstances. 

However you have to be strategic about choosing the proper key phrases to focus on.

When conducting key phrase analysis, set a threshold for KD by contemplating the energy of your web site. 

Is it a brand new, unknown website? Goal key phrases with a KD of 20% or under.

Is it a longtime website with a lot of authority and hyperlinks? Transfer your goal to KD 60% or under. 

How one can Conduct Key phrase Analysis for Your Ecommerce Web site

The precise means of figuring out and prioritizing the key phrases you’ll use to optimize the assorted pages in your web site is key phrase analysis. 

Utilizing search engine optimisation instruments will make that analysis simpler.

Make a Listing of Seed Key phrases

The essential phrases, merchandise, and concepts you’ll use to generate a listing of key phrase concepts are “seed key phrases.” Consider them because the “fundamental key phrases” that instantly come to thoughts when you concentrate on what you are promoting and merchandise.

Should you promote yoga mats: “yoga mat,” “yoga tools,” and “yoga equipment” could be your seed key phrases.

Generate a Listing of Key phrase Concepts

When you’ve compiled a listing of seed key phrases, use them to find an even bigger listing of potential key phrase concepts.

One place to start out is Google Keyword Planner. It’s a free software designed for PPC advertisers. However you too can use it to conduct key phrase analysis. 

When you’ve added your seed key phrase, the software will present you a listing of key phrase concepts. You’ll be able to assessment and filter this listing, and add the brand new phrases to your seed key phrase listing if you discover ones you wish to goal. 

Google Keyword Planner's list of keyword ideas for "yoga mat" search

You may as well use the Semrush Key phrase Magic Device that can assist you generate a listing of key phrase concepts. 

In seconds, you’ll see lots of and even hundreds of choices. Plus, it gives insights into KD, person intent, month-to-month search quantity, and extra. 

Right here’s the way to use it:

Click on “Key phrase Magic Device” from the left-hand navigation. Kind or paste the listing of seed key phrases into the search bar. Select your goal nation from the drop-down menu, and click on “Search.”

"yoga mat" entered into the Keyword Magic Tool search bar

The Key phrase Magic software will return a listing of key phrase concepts primarily based in your seed key phrase(s). 

The key phrase “yoga mat” returns 42,040 key phrase concepts. 

Keyword Magic Tool returns 42,040 keyword ideas for "yoga mat" search

That’s quite a bit to undergo. You’ll be able to whittle that listing down by utilizing filters that match the standards we mentioned above:

  • Relevance
  • Intent
  • Recognition (search quantity)
  • Feasibility (problem)

Filter by Relevance

The left sidebar accommodates phrases present in all these key phrase concepts. Discover ones that aren’t related, and click on the little eye icon so as to add them to the exclusion filter. 

For instance, in case your retailer doesn’t promote Gaiam merchandise, you possibly can exclude the 1,040 key phrases that comprise “gaiam” with only one click on.

Proceed doing this till you’ve eliminated all of the irrelevant phrases, and also you’ll find yourself with a way more manageable listing of key phrases to focus on.

Filter by Problem and Quantity

You may as well use filters to slim down the listing. 

Begin by filtering for KD.

Use the benchmarks we mentioned earlier than to set an higher restrict on the KD you wish to take into account.

Let’s assume you will have a brand new website, and also you’re searching for simpler key phrases. 

Filter the listing to solely embody key phrases with a KD decrease than 20%.

Click on the “KD %” filter drop-down. Then, sort “20” within the “To” field. Click on “Apply.”

“KD %” filter drop-down menu with the filter set to lower than 20%

Kind the listing by search quantity. Click on the column header labeled “Vol.” till the listing is sorted by quantity so as from highest to lowest.

Keyword Magic Tool list filtered by volume, from highest to lowest

You now have a listing of key phrase concepts with a KD of 20% or decrease, sorted from hottest to least standard. 

Filter by Search Intent

Subsequent, filter the key phrases by search intent to be sure to select key phrases that align together with your website’s pages. 

What sort of content material are you planning to optimize with these key phrases?

If it’s product pages or different conversion-focused touchdown pages, search for key phrases with industrial or transactional intent.

Should you’re conducting key phrase analysis to seek out content material concepts to your weblog, deal with informational key phrases. 

Observe: Should you’re searching for key phrases that match into both of those intents, you possibly can skip this step or deal with one sort after which change the filter to deal with the opposite. 

Discover the column labeled “Intent.” Should you hover over the letter icons proven on this column, it can clarify the search intent sort and what it means. 

"Informational" intent box explains that "The user wants to find an answer to a specific question."

Let’s assume you’re conducting key phrase analysis to your ecommerce retailer’s product pages and class pages. You’ll wish to deal with key phrases with industrial or transactional search intent. 

So let’s filter our listing. 

Click on the “Intent” filter drop-down. Test the containers for “Industrial” and “Transactional.” Then click on “Apply.”

“Commercial” and “Transactional” boxes selected from the “Intent” filter drop-down menu

Subsequent, test the outcomes and choose these key phrases that meet your standards for rating problem, search quantity, and different elements. 

"white yoga mat" and "heated yoga mat" results highlighted with their metrics

Construct Your Key phrase Listing

Along with your filtered listing of key phrase concepts, assessment every suggestion and construct a listing of key phrases you propose to focus on to your website. 

Bear in mind to contemplate relevance. Does the key phrase really make sense for what you are promoting? May you realistically anticipate to rank on the primary web page for that subject?

Click on the checkbox subsequent to the key phrase(s) you wish to goal. Then click on “Add to key phrase listing” > “Create new empty listing.”

"white yoga mat" and "heated yoga mat" keywords selected from the list, with “Add to keyword list” button selected at the top

Kind a reputation to your key phrase listing into the textual content field. Then click on the inexperienced test mark button.

"Yoga Mat Store" typed as the keyword list name

Conduct Competitor Analysis

Broaden your key phrase listing by researching your opponents’ greatest key phrases.

This may help uncover new search phrases you didn’t uncover in your preliminary analysis. 

Let’s say your on-line enterprise is competing in opposition to Manduka, a well-liked yoga model. Let’s analyze their key phrases and see if we will discover any new concepts so as to add to our listing.

Click on “Natural Analysis” and enter Manduka’s URL within the search bar. Choose your goal nation from the drop-down menu, then click on “Search.”

"" entered into the Organic Research search bar

Click on the “Positions” tab on the prime of the report.

"Positions" tab selected in the Organic Research

Now you’ll see a listing of key phrases for which Manduka ranks—together with many chances are you’ll wish to goal in your website. 

Apply the identical filters you used when constructing the key phrase listing:

  • KD % > 20 max
  • Intent > Industrial, Transactional
  • Kind by search quantity
Manduka's Positions report in Organic Research with "Volume" column highlighted

Scroll by means of the listing of key phrases and assessment them such as you did within the earlier step. 

While you discover a key phrase that matches what you are promoting, click on the checkbox subsequent to it. 

Lastly, click on “Add to key phrase listing,” and choose the listing you beforehand created. 

"manduka yoga mat bag" keyword selected with "Add to keyword list" button highlighted at the top

You’ll be able to repeat this course of to find much more key phrases. 

Click on on the “Rivals” tab to see different websites that rank for lots of the identical key phrases because the competitor you’re analyzing. A few of them could be your direct opponents, too. 

"Competitors" tab selected in the Organic Research tool

Click on the quantity within the “SE Key phrases” column to see a listing of key phrases for which that web site ranks. Add those you too can goal to the key phrase listing you created. 

"Organic Competitors" table with "SE Keywords" column highlighted

Repeat this course of for all of your opponents. 

Conduct Key phrase Hole Evaluation

Subsequent, use the Ecommerce Key phrases Analytics app to see the key phrases utilized by prime on-line retailers like Amazon, Asos, eBay, and Walmart.

Log in to your Semrush account and open the App Middle retailer from the highest navigation menu.

Semrush App Center store menu

Choose “Key phrase Analysis” from the “Classes” drop-down on the left facet of the web page.

"Keyword Research" button highlighted under the "Categories" drop-down menu

Click on “Ecommerce Key phrases Analytics” and open the app. (You may as well seek for this app by identify within the Search bar.) Semrush will redirect you to a brand new web page. 

Enter your major key phrase within the search bar, choose the area you’re focusing on, and click on “Search.” You may as well enter any key phrase associated to your model or merchandise.

"yoga mat" entered into the Online Retailers Keywords Analytics search bar

Now you possibly can see the highest on-line retailers rating to your goal key phrase. The app can even show the product clicks, search requests, orders, conversions, and different information associated to that key phrase.

Online Retailers Keywords Analytics dashboard for "yoga mat" search

Let’s say you’re focusing on the key phrase “yoga mat.” This implies you’re competing in opposition to Amazon, Costco, Dicks Sporting Items, and different manufacturers for that specific key phrase.

Scroll down the web page, go to “High on-line retailers for ‘yoga mat,’” and click on “Present all outcomes.”

"Top online retailers for 'yoga mat'" section of the report

On this web page, you possibly can test key phrase efficiency for every main retailer.

"Compare keyword performance over all major online shops" report for "yoga mat"

Click on “Associated Key phrases” to see how different search phrases examine to “yoga mat” when it comes to product clicks, conversions, search quantity, and different efficiency metrics.

"What else users searched? Get insights of most performing related keywords" report for "yoga mat"

For additional insights, click on on the key phrases you’re enthusiastic about. The app will show the manufacturers rating for these search phrases, plus different related information.

There’s additionally the choice to match as much as 4 key phrases within the app, as proven under:

"yoga mat thick," "yoga mat," "best yoga mats" and "yoga mat for men" keywords entered in the search bars

The app will present you the way these key phrases examine in opposition to one another when it comes to search requests and different standards.

Results for comparing "yoga mat thick," "yoga mat," "best yoga mats" and "yoga mat for men" keywords

Use these insights to establish the gaps in your key phrase technique and choose the key phrases more than likely to drive outcomes.

Consider and Refine Your Key phrase Listing

When you’re carried out together with your key phrase search, use Semrush’s Key phrase Supervisor to investigate and refine the outcomes. 

Click on “Key phrase Supervisor” within the left navigation. Then click on on the identify of the key phrase listing you created throughout your analysis.

"Yoga Mat Store" selected under "Keyword lists" in Keyword Manager

This may show your full listing of key phrases from all sources. 

Overview the listing yet another time. Should you discover any key phrases that don’t make sense or aren’t related to what you are promoting, take away them.

Create Key phrase Clusters

The ultimate step is to group your associated phrases into key phrase clusters. 

This course of will allow you to use your key phrases strategically by combining associated key phrases right into a single cluster. Then you possibly can goal the entire key phrases in that cluster on a single web page fairly than making a separate web page for every.

As an illustration, “thick yoga mats” and “additional thick yoga mats” are very comparable.

It is smart to optimize one web page in your web site for each phrases.

With Key phrase Supervisor, you are able to do this with a single click on. 

Within the Key phrase Supervisor desk tab, merely click on, “Cluster this listing.” 

Keyword Manager table tab for "Yoga Mat Store" list and “Cluster this list” button highlighted

Semrush will now analyze every of the key phrases and the outcomes that seem within the SERP.

Click on the “Clusters” tab to see the outcomes.

“Clusters” tab in Keyword Manager

Semrush also can carry out automated key phrase clustering for you from simply 5 seed key phrases. 

Optimize Your Website for the Goal Key phrases

Now it’s time to make use of your goal key phrases all through your content material. You are able to do this manually, or with Semrush’s assist.

First, entry the Key phrase Supervisor software out of your Semrush account. Choose the key phrases you wish to use, after which ship them to the search engine optimisation Writing Assistant (SWA).

"tpe vs pvc yoga mat," "yoga mat manufacturer usa" and "brentwood yoga mat" keywords selected in Keyword Manager to send to SWA

Semrush will open a brand new window and show your key phrases beneath “search engine optimisation” on the precise facet of the web page.

"SEO" box highlighted on the right side of the page in SEO Writing Assistant

Subsequent, write or paste your content material within the textual content editor. 

You may as well import it out of your web site by coming into the web page URL. To do that, click on “import textual content from net,” (see the textual content editor within the picture above) and a window will pop up with a area to enter the URL.

Each time you employ one among your goal key phrases, it can change to inexperienced. You’ll be able to see these adjustments within the search engine optimisation part.

SEO Writing Assistant text editor with changes highlighted in green under "SEO" section on the right

This may allow you to maintain observe of the key phrases you’ve added, and any you’ll have uncared for so as to add. 

Observe: The SWA can even generate a listing of key phrases for higher search engine optimisation outcomes. Attempt to use these, too, so long as your content material flows naturally and stays related.

Wonderful-Tune Your Key phrase Analysis Technique

Ecommerce key phrase analysis may help you make smarter selections about your content material, net pages, website construction, and extra. Over time, it will probably skyrocket your site visitors and visibility, resulting in elevated gross sales. 

However this course of is only one piece of the puzzle. You additionally have to fine-tune your total search engine optimisation and advertising technique to realize the very best final result. 

With that in thoughts, try our information to ecommerce search engine optimisation for additional insights.