What is keyword research?
Keyword research is the determination of suitable and meaningful keywords for which a website – for example a landing page – should be optimized. The aim is to rank for the correct keywords and their combinations so that traffic is brought to your own site. The keyword research especially for Google is of utmost importance for SEO optimization
- Is the starting point for onpage optimization
- Traffic and search volume must fit
- Tools help with keyword research
Keyword research is a central aspect of online marketing
Only on the basis of the right keywords a successful and sustainable SEO and SEA strategy can be driven and the right measures can be initiated. A domain or landing page will be optimized in terms of content after the keyword research. The keywords or key phrases are terms through which users have found a page with the help of search engines like Google. The keyword research for web projects is made much easier by the use of various helpful tools. Such keyword tools (whether paid or free) are also very useful for content optimization. So-called niche keywords are interesting, for which there is lower traffic, but at the same time less competition on the net. Thus, with relatively little effort one can quickly rank for such niche keywords. If the webmaster optimizes for some of these keywords, a high traffic increase can occur quite quickly. After all, users often search with an already firm purchase intention and are no longer in informational search phases, in which no real transactions are usually made. Niche keywords overlap with long tail keywords – not all long tail keywords are niche keywords at the same time, but the niche keywords are also long tail keywords.
Keyword research and search queries
Roughly speaking, keyword research has to consider three different categories of search queries. There is the informal search, the navigational search and the so-called transactional search. The purpose of this classification is to enable a more precise tapping of traffic and a targeted optimization by keywords. With the informational search, the user is searching for specific information in order to solve questions or problems. In the case of navigational search queries, on the other hand, the potential customer is looking for a subpage that he already knows or at least believes exists. In most cases, the name of the company or organisation or the brand name is entered in this search. Usually, navigational search queries are based on previous visits to the website by users. Behind transactional searches is a more or less explicit intention to buy or the conclusion of a contract. Online shops, for example, earn money mainly with transactional keywords, but for branding and user loyalty, informational landing pages are more useful. Keyword research tools are available in large numbers. On the one hand, keyword planner, Google Suggest and Google Trends can be used well. In addition, Soovle, MetaGer Web Assoziator, Answer The Public, Semager and Open Thesaurus are also very useful tools. In the search for the correct keywords, it is a good idea to proceed as granularly as possible. The more granular the keyword is chosen, the higher the traffic for the website. It is worth noting that the average Internet user today uses an average of 2.7 words per search query