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Conducting Market Research

The first thing you need to know in order to research keywords is who your audience will be. If you haven’t done so already, conduct market research. This will help you understand your target audience, which allows you to identify the right keywords to drive high-converting shoppers to your online store.

Uncovering the shared characteristics of your ideal audience will also help you:

  • Generate keyword themes
  • Write content that attracts and converts the right shoppers
  • Polish your business messaging
  • Find the best places to promote your business
  • Determine what kind of promotions to run

Creating a customer profile will guide your research and give you something tangible to work from. Try to gather as much of the following criteria as you can:


  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Ethnic background


  • Interests
  • Hobbies
  • Values
  • Attitudes
  • Behaviors
  • Lifestyle preferences

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