Keyword analysis is an important component of both search engine optimization and search engine advertising. It is one of the first steps in the process and forms the basis for all further optimizations.
What are keywords?
Keywords are the search terms that users use when searching for information, products or services in search engines such as Google or Bing. The search engine then presents users with search results based on the search terms or keywords entered. Keywords can consist of a single word or a group of words.
What is a keyword analysis?
Keyword analysis is about determining the important keywords that are relevant to the content of a website. The aim is to identify the search terms that are used by the target group to search for the relevant service or product. The focus here is on identifying important, topic-related keywords and determining the search volume of these central keywords.
The following questions will help you find the right keywords:
- Which search terms or combinations of search terms are relevant?
- How high is the search volume of the individual keywords?
- What does the competition look like for the individual keywords?
- Which people belong to the target group that is looking for the services or products to be advertised?
How can relevant keywords be identified?
There are various methods and tools that can support you in your search for relevant keywords. A small, exemplary selection of useful tools is described below:
Google Search
One way to get ideas for keywords is Google Suggest. This is the Google search auto-complete function. If a term is entered into the Google search, it provides suggestions on how to complete your own search query. These suggestions provide an insight into frequently made search queries.
The related search queries that are displayed below the search results can also be interesting.
People-as-ask boxes (PAA boxes) are often displayed in addition to the search results. These contain specific questions that occur more frequently in connection with the searched topic. Due to the thematic relationship, important keywords may also be included here.
Google Keyword Planner
Google’s keyword planner is an important tool for keyword research. This tool can be used to determine the search volume of keywords that have already been identified. In addition, the keyword planner provides further keyword ideas and also indicates their search volume. Furthermore, the keyword planner provides additional search queries that could be relevant in this context.
ahrefs
Another tool that can be used for keyword analysis is ahrefs. Among other things, ahrefs indicates how difficult it is to rank for a particular keyword. In addition to information on clicks, search volume, etc., the tool provides further suggestions for keyword/keyword combinations based on search volume.
Having same terms: Keyword combinations that contain the entered keyword.
Questions: Questions that are used by users in the search and contain the keyword entered.
So rank for: Further suggestions for keywords for which the top 10 pages of the current keyword search also rank.
Conclusion
The selection of the right keywords is important for success in both SEO and SEA. Identifying keywords that are relevant to your own product or service and also have a certain search volume is of central importance. Various tools can be used to help identify these keywords. The tools can be used to determine the search volume of a keyword and discover additional suggestions and ideas for other relevant keywords. As keyword analysis lays the foundation for both SEO and SEA, it is well worth investing a little more time in determining the relevant keywords.
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