Many companies want to be found better in the search engine for relevant search terms and thus get more new customers for their own products and services. Against this background, the constant optimization of the website is recommended with the aim of increasing the traffic for the website in the long term.
A popular measure to increase website traffic is search engine optimization, as, unlike search engine advertising, no click price is due, but only needs to be invested in the actual optimization. In order to optimize for the right keywords, it makes sense to start with keyword analysis and identify the keywords for which optimization is suitable. In this blog post, we want to show you how this works. Here we go!
Keywords express the intentions with which users visit your website. In essence, it is about addressing users who are closest to your economic goal and at the lowest possible cost. The following factors should be considered in the keyword analysis:
The key question in keyword analysis is: How often is the search term searched and is it worth optimizing at this point? This question can be answered depending on the products: A mechanical engineering company needs on average less search volume than a consumer goods manufacturer to classify a keyword as worthwhile.
Search terms that have little competition are easier to optimize. Basically, the competition can be derived from the click price. High click prices are often an indicator of a lot of pressure in the market and can contribute to the fact that optimization is not always worthwhile, as it becomes too time-consuming.
Older websites in particular benefit from existing rankings. Against this background, it makes sense to analyze the existing keywords and to optimize opportunities for keywords that are on the threshold of the first search engine results page. If, for example, keywords are in search engine position 11-13, these search terms can usually be brought to the first search engine results page with relatively little effort.
The likelihood of a deal is also decisive for the value of a keyword. Every search term expresses an intention. In the context of search engine optimization and against the background of keyword analysis, a distinction is made between 3 search intentions:
➤ Informational search queries ( no buying interest/information
procurement ) ➤ Navigational search queries ( low buying interest/choice of provider ) ➤ Transactional search queries ( high buying interest/need coverage )
The categorization of the keywords according to search intentions can help to align the website even more closely to the search behavior of the target group and thus place the SEO closer to the actual economic goal.
With the help of the 4 evaluation criteria, a keyword list should now be created and evaluated. Ideally, keywords that have a high search volume, low competition, good positioning, and a transactional search intention are optimized first. This is where the economic benefit of optimization is usually highest and thus the ROI in the area of SEO also increases.
To obtain data such as search volume and competition, marketers can use the Google AdWords Keyword Planner to help. Here you have the option of starting keyword research based on your own keyword ideas and evaluating the suggested keywords for relevance to the results pages. The keyword list can then be exported and further edited using CSV export.
In order to receive data on one’s own ranking positions, fee-based software such as XOVI or SISTRIX is usually required. With a little effort, data on the search engine positions can also be exported from the Google Search Console (GSC).
Companies that blindly optimize their website for search terms without having analyzed the market invest a large part of their resources in search fields that have no potential for the company.
Through extensive keyword research and keyword analysis, the potentials are first analyzed, then tasks are prioritized and the result is a better ROI of the SEO activities. From the point of view of profitability, keyword analysis is elementary for success in the search engine, because different keyword types (short tail, mid-tail, long-tail), search intentions, and search volumes have an impact on profitability.
The keyword analysis belongs to the beginning of each development process of new websites since potentials are identified and systematized. It is an important task for all those who want to use their own website to reach new customers. It should be done at the beginning of every SEO optimization and repeated at regular intervals, since volatile markets do not last forever, even in the search market.
As an experienced SEO agency, we are happy to support you in the targeted keyword analysis of your relevant keywords and in expanding your online marketing activities. Simply contact us and start your keyword analysis!