Everything starts with a search intention .
Keyword research is one of the most valuable and important measures of search engine marketing. The ranking position for the right keywords can make websites very profitable or unprofitable in the absence of success. By examining the search terms of the respective market, you can not only learn which terms and phrases you should use to optimize your website, but also directly learn more about your customers and competitors.
It's not just about getting as many visitors to your website as possible, but finding the right visitors . With proper keyword research , you can predict demand fluctuations, respond to market conditions, and make your products, services, and content perfect for searchers. Here is the keyword research excel template which will help you to find the best keyword.
Keyword research:
General & Foreword
Keyword research deals with the target-group-oriented analysis of search terms used in search engines. It is the most important component for search engine marketing because, when used correctly, it provides a roadmap for the concept and implementation of a website and content creation.
Fundamentals of keyword research
Why is keyword research important
We think it's easy: the right keywords give you access to the right audience.
Users do not just stumble across your website online - instead they search for a product, information or content. To be visible to your audience, you need to find the right keywords (aka keywords) .
Proper keyword research makes it clear which keywords your audience uses. Who knows what his target group is looking for, knows how it can be found.
An essential part of keyword research is also judging the competitive situation.
For every search term, there are competitors who, like you, want to rank in the best positions. With the right keyword research, you should not only find the right keywords, but also real-world keywords. The lower the competition, the higher the likelihood that you can take top positions.
How often should I do keyword research?
15% of all searches are new and have never been done before ( source ). The keyword research is therefore not a one-off measure. The foundation of almost every website today is based on keywords. Regular research is not only useful, but also worthwhile.
A keyword research makes sense if you:
- create a new website
- create a new blog post / subpage / landing page
- to promote a new product / service
- Want to restructure your website
- to revise a blog post / subpage / landing page
Basic knowledge of keywords
Types of keywords
Keywords are typically broken down and grouped by the number of words within a search query. The more words in a query, the easier it is to rate the term, since there is a tendency for less competition. The number of search term words per search can roughly be categorized into three categories: Head, Body & Tail .
Head, body and longtail keywords
Before we start with the first research using different tools, we should first familiarize ourselves with the different types of keywords. Keywords are categorized into three categories: Head, Body and Longtail
search intent
The search intention is an important aspect of keyword research. Without a deep understanding of the intent behind a user's search , SEO measures will almost certainly not contribute to business goals. There are three basic types of search queries:
navigational
The navigational search can be divided into informative and transactional search intentions .
As the name implies, navigation-related searches are intended for users who are looking for something. This "something" could be a product, but it could also be a specific URL.
A navigation request is a search query that is entered with the intention of finding a particular website. For example, a user may type "youtube" in the Google search bar to find the YouTube page instead of typing the URL into the navigation bar of a browser or using a bookmark.
Informative
Informative keywords make up the majority of Internet research . From general research to reading / browsing online news to watching funny memes - this is the information category. Can you earn some money with these keywords? That works, but your website should have a lot of traffic and be well marketed with the right ad placement.
Wikipedia defines informative search queries as "queries that cover a broad topic (eg Black Forest or cars) for which there can be thousands of relevant results". When someone enters an informative search query into Google or another search engine, they search for information - hence the name. You probably are not looking for a particular website, like a navigation query. They just want to answer a question or learn how to do something specific.
transactional
A transactional query is a request intended to complete a transaction . Transactional searches may be exact brand and product names (such as "Samsung Galaxy S6") or generic (such as "coffeemakers"), or may actually include terms such as "buy" or "order." In all of these examples, you can deduce that the searcher will consider a transaction in the near future if he has not already drawn his credit card. Many local searches (eg "Restaurant Köln") are also transactional search queries.