What is keyword research?
Keyword research is the search for suitable keywords for which a website(landing page) or an entire domain is to be optimized. The goal here is to get traffic to the site with the right keywords and keyword combinations in the SERPs rankings. The main goal of SEO optimization is keyword research for Google in Germany.
On-page optimization starts with keyword research. Based on the keyword research, a landing page or domain is then optimized in terms of content and suitable link targets are sought, which is referred to as off-page optimization.
Keywords are only suitable and meaningful if the search volume, the traffic to be realized and the strength of the competition match and if a landing page or domain ranks for the keywords after optimization.
What are niche keywords?
Niche keywords mean that, according to keyword analysis, there is little traffic and little competition for these keywords. Here you can rank very quickly for these niche keywords with little effort. As a result, optimizing some of these keywords very quickly results in high traffic gains.
These niche keywords are usually based on a defined purchase intention, as the user is searching specifically. Searches are no longer informational, usually without further transactions, but transactional. By definition, niche keywords have a large overlap with long-tail keywords and are sometimes used synonymously with them. But not all long-tail keywords are really niche keywords, whereas niche keywords are always long-tail keywords
Example: A retailer sells chicken coops. Niche keywords here e.g.: build your own chicken coop, repair chicken coop, etc.
How do you categorize keywords and why?
To better understand how and why search queries are categorized into 3 different groups: It is hoped that traffic can be tapped more precisely by optimizing for the keywords that correspond to the goals of the website ‘s company. We want to learn more about the motivation of users and their expectations of the search results.
1. Navigational search queries for specific websites or subpages
This search often involves entering a brand name or the name of a company that they think they know or believe exists.
The navigational search, the user searches specifically, usually for a subpage. As a rule, navigational search queries result from previous visits to the website by the user. Example: “Ebay classifieds”.
2. Informational search queries for knowledge and specific information
An informational search is when the user is specifically looking for information or wants to solve a problem.
Example: “Baking strawberry cake”, “Changing tires on an Audi”.
3. Transactional search queries to carry out or complete actions (purchase, download, subscribe)
These search queries represent a targeted purchase intention.
Example: “Turquoise skates size x”, “Buy scooter”.
When researching suitable keywords for SEO optimization, it is important to know for which of these types of search queries you want to rank. Although online stores earn their money with transactional keywords, informational landing pages are more suitable for user retention and branding. Pages created purely for AdSense are usually designed for informational search queries.
Example of searching for suitable keywords:
We have one who specializes in tax returns. A keyword like “tax consultant” is too general. “Steuerberater Köln” is more likely, but still too general, “Steuerberater Steuererklärung Köln” fits best as a good keyword. The traffic of this keyword on a landing page is better received and will change for the better than the traffic that can be generated via “tax consultant”.
The average Internet user uses around 2.7 words per search query. It is therefore worth proceeding in as many different ways as possible. The more precise the keyword, the better the expected traffic for the website.
Which tools are used for keyword research?
Many keyword research tools are not chargeable, but this does not mean that they are of poorer quality. In search engine optimization, you often work with very extensive data sets, so it is worth working with tools that are able to automate certain processes. The following tools help to find suitable keywords or data such as search volume, competition or keyword combinations for a website or domain.
1. Google Keyword Planner
AdWords: a free tool for analyzing various keyword phrases,
even without your own account. Search terms or websites can be entered here for analysis. The keyword planner provides an approximate monthly search volume and possible click prices.
2. Google Trends
Google Trends: shows the search interest for certain keywords historically and compares them. Several keywords are entered and are separated by a comma.
Example: The comparison is between Rose Monday and Old Wives’ Day, with Rose Monday being better.
cuts off. Useful for budget planning of SEA campaigns.
3.Ubersuggest
Ubersuggest: provides an alphabetically sorted overview, according to the suggestion function of Google Search. Keyword combinations can be filtered to advance the topic research.
4.Keyword.io
Keyword.io: the “better” Ubersuggest. The functionality is very similar, but offers additional options such as data export, graphics, main landing pages, etc.
Related terms
A further look into related subject areas should be taken after checking the direct environment of the original keyword. There are similar search terms for the keyword entered. Websites such as OpenThesaurus, Semager and the MetaGer Web Associnator are helpful here. These web services illustrate the relationship between the individual search terms.
Google Webmaster Tools – Search analysis
Google Webmaster Tools: provides information on search queries. By clicking on the button Accesses, then search queries, we receive information on impressions, clicks, the CTR (click-through rate) and the average position of the keyword. The newer “Search analysis” function allows further conclusions to be drawn about search terms entered.
Webmaster Tools with new function – search analyses
Wikipedia statistics
Wikipedia: numerous rankings for keywords in top positions. In order to
To understand and understand traffic from this, you should look at your visitor flows.
Wikipedia article traffic statistics
Wikipedia and AdWords Keyword Planner
Use the high-quality and comprehensive content on a topic for new keyword opportunities and ideas. It can be worthwhile to enter the Wikipedia page for your keyword in the AdWords Keyword Planner.
You can find more information about the keyword tools here
Keyword research – AdWords (for a fee)
The rules for AdWords or search engine advertising (SEA) are similar to those for search engine optimization, except for a few extras that you should be aware of:
- The AdWords Keyword Planner shows the expected costs for a keyword, but these do not always correspond to the actual value.
- Due to the auction structure of AdWords, the stronger the competition, the higher the keyword price. Long-tail keywords are therefore usually cheaper and more promising.
- The AdWords Keyword Planner is configurable. Ideally, there is low competition and a high search volume, but unfortunately this is not realistic for every keyword or product.
- For an AdWords campaign, please hire a specialist who can prepare a cost-benefit analysis, as AdWords requires a high level of expertise and experience.
More tips and tricks for keyword research!
A website is being SEO optimized for the first time: do not immediately focus on the keyword with the highest competition. Find a basis to rank well and build up keywords slowly, perhaps with long-tail keywords or synonyms. Once you have mastered this hurdle, you can go from the rankings of the subpages of a domain to a heavy keyword and link the subpages to support the heavy keyword. Despite all of the keyword optimization techniques, it is important not to lose sight of the bigger picture.
The ultimate goal should be to provide Google with high-quality and unique content. Google wants to find and present this content, and is working hard on the “semantic search engine” or the “semantic recognition of content”. The challenge here is to understand and comprehend entire topic complexes, so-called “topics”, in addition to all the keywords. Therefore, it is advisable not only to build and pay attention to keyword optimization, but to present the entire topic area around a keyword and this on the website.
