Tips on keyword research

Anyone involved in online marketing cannot avoid the topic of keywords. Detailed keyword research can be used to develop an optimal content strategy for inbound marketing. In this blog article, I'll explain what is involved in keyword research and which tools are helpful for this.

What is keyword research?

Keyword research is a fundamental process in the field of search engine marketing (SEO) and online marketing. It refers to searching for and analysing keywords or search terms that users enter into search engines such as Google to find information, products or services. In order for websites, blog posts or landing pages to be found by users and appear high up in the search results, they must be optimised for suitable terms (keywords). Google's algorithms rate this content as interesting and important for the user so that it optimally appears at the top of the SERPs (Search Engine Results Pages).

Aim of the keyword research:

Of course, the overarching goal is to rank well in the search results. The aim of SEO keyword research is to ensure that the selected keywords match the user's search intent. The content should answer their questions and satisfy their needs. Relevant search terms should be identified for this purpose: Keyword research helps to find the terms and phrases that could lead potential visitors to your website. An important contribution to website optimisation!

Keyword research and on-page optimisation:

The placement of keywords in different parts of the content (such as in the headline and first paragraph) is an important aspect of on-page optimisation. However, it is equally important that the use of keywords appears natural and meaningful. Google has developed algorithms to recognise and penalise the overuse of keywords (keyword stuffing).

Different types of keywords:

There are different types of keywords that can be distinguished in terms of keyword research and search engine optimisation (SEO). These keywords vary in terms of their length, intention and use. Here are the most important types:

Short tail keywords (head keywords):

These are short and general search terms that usually consist of only one or two words. Short-tail keywords often have a high search volume, but are also associated with high competition. The probability of appearing on the first page of search results with this keyword is rather low.

Long tail keywords:

These keywords consist of a longer phrase or a specific question that goes into more detail about the user's intent. Long tail keywords are particularly valuable as they often target very specific search queries and therefore usually have a higher conversion rate.

Mid tail keyword:

These keywords are located in the middle between short-tail and long-tail keywords and consist of two to four words. They have a medium search volume and moderate competition.

Branded keywords:

These are search terms that contain the brand name or product name of a company, such as ‘Nike running shoes’ or ‘Apple iPhone’. These keywords often target people who are already familiar with the brand or are looking for specific products.

Geo-spevific Keywords:

These keywords refer to a geographical location or region. They are important if local search queries are to be served.

Seasonal keywords:

These keywords are dependent on seasons, public holidays or seasonal events. The search volume for such keywords varies throughout the year. Choosing the right type of keywords depends on the target audience, the type of business and the goals of the website. Combining different types of keywords in an SEO strategy can help to target a wide range of potential visitors while providing relevant content.

Tools for keyword research:

There are countless tools on the market that all advertise to spit out the best SEO keywords for you. Let me introduce you to the keyword finders that I always work with:

• Google Suggest: Simply enter a search term in the Google search input mask. Google directly suggests long-tail keywords that complement the keyword entered.
• Sistrix: Shows the search volume, competition and CPC for keywords and suggests terms from the keyword environment and displays user questions.
• Ubersuggest: The free version shows you the search volume for a keyword, the number of competitors and the CPC (cost per click).
• answerthepublic: What is being asked? answerthepublic displays the questions for all W-question words. Countries and languages can be selected.
• W-Fragen-Tool: Similar to answerthepublic, questions relating to the keyword entered are displayed. It's a German tool. 
• Keywordtool.io: Depending on the search engine, you can display search volume, CPC etc.. You can also see other long-tail keywords. The first three results can be viewed free of charge.
• Keywordpro: A W-Fragen tool from Cologne and worth mentioning for that reason alone. I like the fact that you can display the W-questions as a mind map as well as a tree view, tag cloud and table. Very clearly organised.
• Google Search Console: The search queries function allows you to see the Google search queries that have led to impressions of your website URLs in organic Google search results.
• Google Trends: With Google Trends you can see current search queries and can also display related search queries for a specific keyword.
• GoogleAds: Discovering new keywords and checking keywords for search volume are the main functions of GoogleAds alongside bid estimation.
• KWfinder: The keyword finder shows the search volume, CPC and the number of competitors.

Evaluation criteria for keywords:

How do you know which keyword is suitable? Irrespective of the values that can be evaluated, the keywords must be matched to the buyer persona. It is therefore important to know what the buyer persona is looking for, what problem they have and what solution they need. It is extremely important, for example, not to rank for technical terms, but rather for words that are used colloquially. Put yourself in your buyer persona's shoes and determine the appropriate keywords from their perspective.

Evaluable assessment criteria are:

• Search volume: The search volume is the sum of all search queries for a search term per month. The higher the search volume, the more users enter the keyword in the search engine and the more important the keyword is considered to be. However, a high search volume is usually accompanied by high competition, as everyone wants to rank for this keyword. The search volume can therefore be used to roughly estimate how high the competition is and whether it is worth optimising your own content for it.
• CPC: The cost per click indicates the average price that would be paid for a click. As with the search volume, the higher the competition, the higher the CPC.
• Competition: In tools such as Sistrix, Keywordtool.io or Ubersuggest, the competition figure is given (in percentage). The higher the value, the higher the competition for this keyword and the more difficult it is to achieve a place in the top ten SERPs.

Steps and techniques for keyword research:

1. Understand your target audience: The first step in keyword research is to understand your target group. Who are your potential customers? What questions do they have? What problems do they want to solve? What terms do they use to search for your products or services?
2. Brain storming: Sit down with your team and hold brainstorming sessions to collect relevant keywords and phrases. Write down all the terms and ideas that come to mind. This can be a starting point for further research.
3. Competitor analysis: Take a look at websites and competitors in your industry. Which keywords do they use in their content and metadata? Also note which keywords are successful and lead to good traffic.
4. Google Suggest: When you enter a search query into Google, the auto-complete function (Google Suggest) will show you similar and relevant keywords. This can be a good source for long tail keywords.
5. Google Trends: With Google Trends, you can see how the search volume for certain keywords develops over time. This is useful for recognising seasonal trends and up-and-coming search terms.
6. Customer survey: If possible, conduct surveys or interviews with your current customers. This can provide insights into their mindset and their favourite search terms.
7. Content planning: If you are already creating or planning content, base your keyword research on the topics you want to write about. Which keywords are relevant to the content you are providing?
8. Use synonyms and related terms: Consider not only the main keyword, but also synonyms and related terms. This can extend the reach of your keyword strategy.
9. Examining the competition: Check the websites that rank well in the search results for certain keywords. This can give you an indication of which keywords are successful in your niche.
10. Organise and prioritise keywords: Once you have created a list of keywords, organise them according to relevance, search volume and competition. Prioritise those that best match your goals. Of course, keywords with a high search volume and low competition are ideal. As these are rare, it is now a matter of feeling your way around and trying out which keywords work well and how to achieve a high ranking in the SERPs.

Conclusion

With all the considerations, research and analyses around the topic of keywords, you must not forget that you are not writing blog articles for the search engines and for the ranking, but want to create helpful content for your users. Inbound marketing is all about creating content that is as useful as possible.

In the article, the ultimate SEO checklist with helpful tips to optimise your website, you will find many more tips.