How to Do Competitor Keyword Analysis for eCommerce Sites?

When running an eCommerce sites business, one of the biggest challenges is figuring out which keywords will actually drive traffic, conversions, and sales. Rather than guessing, one of the most effective approaches is to study what your competitors are already ranking for. Competitor keyword analysis reveals which keywords are driving organic traffic to other eCommerce sites, where there are gaps in your own strategy, and how you can refine your product page content and SEO campaigns for better results.

In this guide, we will break down how to do competitor keyword analysis for eCommerce step by step, using real examples and practical tactics you can apply right away.

Why Competitor Keyword Analysis Matters for eCommerce

The eCommerce space is competitive. If you rely only on paid ads or product descriptions written without keyword research, you’ll miss out on a large share of organic search traffic. Competitor keyword analysis helps you:

• Identify the keywords your competitors rank for that you don’t.
• Uncover keyword gaps where you can create new content.
• Improve product page content to match searcher intent.
• Get ideas for long-tail keywords and LSI terms that convert better.
• Benchmark your SEO performance against similar stores.

This data-driven approach is particularly important for eCommerce marketers managing hundreds of SKUs. It helps prioritize where to focus efforts for maximum return.

If you’re new to SEO or want a deeper dive into strategy, check out this SEO resource for businesses that covers key search optimization fundamentals before you start competitor analysis.

Step 1: Identify Your Real Search Competitors

Many eCommerce brands make the mistake of comparing themselves only to direct product competitors. In SEO, your competitors are any websites ranking for the same keywords you want to rank for — including blogs, marketplaces, and affiliate sites.

How to find search competitors:

1. Search your main product keywords on Google and note which domains consistently rank on page one.
2. Use a tool like Ahrefs, SEMrush, or SimilarWeb to analyze which sites share the most organic keywords with you.
3. Build a competitor list of at least 5-7 domains to analyze.

For example, if you run an online pet supply store, your competitors might include Chewy, Petco, and even niche review sites targeting “best dog food” or “cat toys under $20.”

Step 2: Gather Competitor Keyword Data

Once you have your competitor list, the next step is to pull their keyword data. Most competitor tools like Ahrefs, SEMrush, Moz, and SpyFu allow you to see:

• Keywords they rank for
• Search volume for each keyword
• Current ranking position
• Estimated traffic from that keyword
• Keyword difficulty

Start by exporting keyword lists for each competitor. Then, consolidate this data into a single spreadsheet for comparison.

Step 3: Perform a Keyword Gap Analysis

A keyword gap analysis compares your keyword rankings against competitors to find:

• Keywords competitors rank for but you don’t – These are opportunities for new content.
• Keywords you rank for but in lower positions – These are opportunities for optimization.
• Keywords where you are performing well – These are areas to defend and expand.

For example, if your competitor ranks #3 for “organic cotton baby clothes” and you don’t rank at all, that’s a content gap you can target with a dedicated product category page or a blog post.

Doing this manually can be time-consuming, but most SEO tools have built-in keyword gap features that make it easier. You can read more about practical approaches to keyword research and on-page SEO in this detailed guide on search optimization.

Step 4: Analyze Search Intent and Map Keywords

Not every keyword is worth targeting, and not all keywords serve the same purpose. Once you have a keyword list, group them by search intent:

• Transactional keywords: “buy wireless earbuds online”
• Commercial investigation keywords: “best wireless earbuds under $100”
• Informational keywords: “how do noise-cancelling headphones work”

This helps you decide which keywords to use for:

• Product pages (transactional)
• Category pages (transactional + commercial investigation)
• Blog content (informational + commercial investigation)

Mapping keywords to the right type of content ensures you meet user expectations and increase the chances of ranking higher.

Step 5: Optimize Your Product Page Content

One of the most actionable insights from competitor analysis is how to improve your product pages. Look at what your competitors are doing:

• Do they have detailed product descriptions that include target keywords?
• Are they using LSI terms naturally in descriptions (e.g., synonyms, related phrases)?
• Are they answering customer questions on the page (e.g., size guides, shipping info)?

You can take these insights and build more comprehensive, keyword-rich product pages that not only rank better but also convert more visitors.

Step 6: Track Performance and Iterate

Competitor keyword analysis is not a one-time activity. Search rankings and competitors’ strategies evolve constantly.

• Re-run keyword gap analysis every quarter.
• Track keyword rankings over time.
• Monitor which keywords bring the most conversions and revenue.

This ongoing process helps you stay ahead in the competitive eCommerce SEO landscape.

You can also keep up with the latest keyword research tips and tactical SEO insights by checking regularly updated industry blog posts that cover trends and new techniques.

Real Example: Competitor Keyword Analysis in Action

Let’s say you sell home workout equipment. Your competitor analysis reveals that a major competitor ranks on page one for:

• “adjustable dumbbells set” (7,200 monthly searches)
• “best home gym equipment for small spaces” (1,500 monthly searches)
• “cheap kettlebells” (1,000 monthly searches)

But you only rank for “buy dumbbells online” with 150 searches per month.

From this analysis, you can:

• Create a category page optimized for “adjustable dumbbells set.”
• Write a blog post titled “Best Home Gym Equipment for Small Spaces in 2025.”
• Add a product filter page targeting “cheap kettlebells” as a long-tail keyword.

Within weeks, you might start capturing impressions for these keywords and gradually move up in rankings, leading to more organic sales.

Tools You Can Use

Here’s a quick list of reliable competitor analysis tools:

• Ahrefs – Best for keyword gap analysis and backlink profiles.
• SEMrush – Great for keyword difficulty and competitive domain comparisons.
• Moz – Beginner-friendly interface for keyword research.
• SpyFu – Excellent for analyzing competitors’ paid and organic keywords.

Choose a tool that fits your budget and learning curve.

Common Mistakes to Avoid

While competitor keyword analysis is powerful, avoid these pitfalls:

• Copying competitors blindly without considering your own brand’s strengths.
• Targeting only high-volume keywords and ignoring long-tail opportunities.
• Over-optimizing product page content and making it hard to read.
• Forgetting to track conversions — rankings alone don’t guarantee revenue.

Final Thoughts

Competitor keyword analysis is one of the most efficient ways to improve your eCommerce SEO strategy. By identifying keyword gaps, analyzing search intent, and optimizing your product page content, you can attract more organic traffic and convert more visitors into customers.

If you want to explore competitor keyword analysis for your own store in detail, you can schedule a 30-minute consultation to get expert guidance tailored to your business.

Frequently Asked Questions

Q1: How often should I do competitor keyword analysis for eCommerce?

Ideally, you should run a competitor keyword analysis every 3–4 months. This helps you stay updated on new keywords competitors are targeting and adjust your strategy accordingly.

Q2: Can I do competitor analysis without paid tools?

Yes, you can start manually by using Google Search, Google Keyword Planner, and free tools like Ubersuggest. However, paid tools provide more comprehensive data and save time.

Q3: Should I target the exact same keywords as my competitors?

Not always. While competitor keywords are a good starting point, you should focus on those that align with your products, audience intent, and ability to compete for rankings.

Q4: What is a keyword gap?

A keyword gap is a term or phrase your competitors rank for that your site does not. Filling keyword gaps helps expand your reach in search results.

Q5: How do I prioritize which keywords to target first?

Look at a combination of search volume, keyword difficulty, and business value. Prioritize keywords that are likely to generate revenue and are realistic for your site to rank for.