Step-by-Step Keyword Research for Fashion Brands

I’m going to walk you through the entire process of keyword research for your fashion SEO campaign. This guide is packed with actionable steps to help you find the right keywords, improve your rankings, and bring in more organic traffic and revenue. So, let’s get started right away!

Step 1: Get Organized

The first step in any successful keyword research process is organization. You need a well-structured document to keep track of all your data. Here’s what you should include:

  • Keyword: The term you’re targeting.
  • Search Volume: Monthly search volume for the keyword.
  • Keyword Difficulty: A scale from 1 to 100 indicating how hard it is to rank for the keyword.
  • Cost Per Click (CPC): The amount advertisers are paying per click for Google Ads.
  • Current Position: Your current ranking for the keyword.
  • Current URL: The URL that is currently ranking for the keyword.
  • Primary Keyword: A checkbox to indicate if this is a keyword you are targeting.
  • New Content: A checkbox for keywords that require new content creation.

Having this organized will help you keep track of your progress and ensure you are targeting the right keywords for each page on your site.

Keeping things organized will help you throughout the entire fashion SEO process, so don’t skip this step.

Step 2: Find Existing Keywords

Next, you’ll want to identify the keywords your site is already ranking for. Here’s how you can do it:

  1. Use SEMrush: Plug your website into SEMrush and hit search.
  2. Export Keywords: Export the list of keywords your site is currently ranking for. This will give you a comprehensive view of your existing keyword landscape.
  3. Organize Data: Copy and paste this data into your organized document. Make sure to include search volume, keyword difficulty, CPC, current position, and the current URL.

This step helps you understand where you currently stand and what keywords are already bringing traffic to your site.

Step 3: Spy on Your Competitors

Now, it’s time to look at what your competitors are doing. This step involves identifying keywords that your competitors are ranking for but you are not. Here’s how:

  1. Identify Competitors: Use SEMrush to find your top three competitors.
  2. Keyword Gap Analysis: Use the Keyword Gap tool in SEMrush to compare your site with your competitors. This will show you all the keywords your competitors are ranking for that you are not.
  3. Export Data: Export this list and add it to your keyword database.

By analyzing competitor keywords, you can uncover opportunities that you might have missed and identify new keywords to target.

Step 4: Identify Target Keywords

With a comprehensive list of existing and competitor keywords, the next step is to identify which keywords to target. Here’s what you need to do:

  1. Primary Keywords: Go through your list and identify the primary keyword for each page on your site. This should be the best-fit keyword for that page.
  2. New Content: Identify keywords that are relevant but not currently targeted by any of your existing pages. These will require new content creation.
  3. Prioritize: Prioritize your keywords based on search volume, keyword difficulty, CPC, and your current position.

This step ensures that you are focusing your efforts on the most valuable keywords that will yield the best ROI.

Step 5: Prioritize Keywords

Finally, you need to prioritize your keywords. This involves balancing several factors to determine which keywords to target first:

  1. Search Volume: How many times a keyword is searched per month.
  2. Keyword Difficulty: How hard it is to rank for the keyword.
  3. CPC: The cost per click for Google Ads, indicating the keyword’s value.
  4. Current Position: How close you are to ranking in the top positions.

For example, if “denim jeans” is searched 15,000 times per month but you are currently ranked 48th, it might be a long-term goal.

On the other hand, “women’s skinny fit jeans” might only be searched 70 times per month, but if you are ranked 33rd, it could be easier to improve your ranking and start bringing in traffic sooner.


Keyword research is an ongoing process that requires constant attention and adjustment. As you gather more data, you’ll need to refine your strategy and adapt to changes in search trends.

The goal is to target keywords that will bring the most traffic and conversions to your site.

By following these steps, you’ll be well on your way to mastering keyword research and driving more organic traffic to your fashion brand’s website!

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