“So we’ll save ourselves the keyword analysis, we don’t need that! ” – a sentence that you hear again and again as an agency – and the serious consequences for the entire website project. Because the careful collection of search terms forms the foundation on which the entire website is built. In the following, we would like to explain to you what a keyword analysis is, how it is carried out and what important functions it fulfills…
What is keyword analysis?
A keyword analysis aims to bundle all relevant search terms on a specific topic. This process gives an overview of the search behavior of users in order to then increase the organic traffic on your own site through targeted content. In short: It forms the basis for successful content marketing.
But let’s take a step back: when people use a search engine, they use certain terms to get relevant results. The search is rarely typed in as a whole sentence, but often in keywords. How often search terms are typed in and which results are particularly popular are collected by Google and can be read out with suitable tools.
The keyword analysis now serves the purpose of bundling and sorting all those keywords that fit your company’s scope. This gives you an overview of which search term combinations are actually typed in when people search for your service.
A simplified example: The website of a tax consultant should be optimized with regard to this main term is obvious. However, looking at the search terms also shows that many people are now looking for “deduct workroom” or “home office tax return”. So here is the opportunity to increase the traffic of your own website with targeted content. This would not have been possible without a survey of the key terms.
How do you read the compilation of the search terms?
There is no fixed form for collecting key terms. Every agency and every online marketing employee has its own preferences. The good thing is: the shape itself doesn’t play a particularly important role. The main thing is that the results are clear, well structured, and contain the most relevant facts.
This is an example of a keyword analysis on the subject of a dry cough. It is of course only a short excerpt from a large compilation. But here you can already see which elements are important: The search terms, their monthly search volume with color grading, and the price per click (CPC) for advertisements are shown. It is already structured in such a way that topics are grouped into clusters.
When you read a keyword analysis, first look at the top of the cluster (In this case “irritating cough” as the main theme and “definition” as a sub-theme). This indicates what the main subject of the following keywords is. You will then find all the terms that belong to this main topic – and should therefore be dealt with in the content article under this heading. You can see how often the term is searched for – and how strong the competition is. Because the higher the cost per click, the more people will advertise on it.
That’s why your keyword analysis is so important
Without the prior collection of search terms, content marketing is doomed to failure. Because without suitable keywords it is not possible to create targeted content. The added value of the analysis goes beyond the mere compilation of terms. Rather, it fulfills 3 important functions:
1. It structures your website
Anyone who creates a new website or carries out a relaunch faces the challenge of a to create a suitable sitemap. This reflects the structure of the new website – and thus determines how clear and user-friendly the new site will be. The analysis of the search terms will help you with this. Because this already offers you a complete structure of main and sub-topics. You can now build a website from this, which branches from overview pages for the core topics deeper and deeper into detail pages. Of course, you also have to take into account what services your company offers.
2. It forms the basis for a content plan
Your entire content marketing is ultimately built on the survey by keywords. Finally, this analysis gives you a clear overview of what topics are being searched for in your industry. This is the only way you can create strategically appropriate content that really targets search volume and is therefore found. After all, what good are beautiful articles if nobody reads them afterward? Using keyword analysis, you can identify which topics are important to your target audience and translate them into a prioritized content plan.
3. It helps to understand the search intent
Keywords are not just keywords. There are many different types of it. Therefore, it is not enough to just write a text and use the respective key terms in it. Rather, you must learn to interpret the analysis correctly and understand what the keywords really mean. Would you like an example? The search intention of simple nouns such as “shoes”, “hike” or “hairdresser” can differ completely. Sometimes a purchase should be made, other times you are just looking for information.
So in order to generate relevant content that really offers your target group what they are looking for, you have to gain the right insights into search intent. The keyword analysis helps you with this because it records terms as well as synonyms and frequent combinations. For example, you could see that “hairdresser” is often searched for in combination with a location because a specific visit is planned. “Shoes”, on the other hand, are often combined with sizes, types, or brands because a purchase is to be made. “Hike”, on the other hand, can aim for the right equipment, but also for background information about routes and tips.
The best tools for keyword analysis
There are various methods to collect the right keywords. A large market of free and more expensive keyword tools has emerged. Of course, there is no right or wrong, because the important thing is that the tool works for you. The following list is therefore simply to be understood as an overview and as a guide. We mainly focus on the free solutions:
- Google Suggest: When you use Google, you are always suggested options to complete your search query. These are common combinations, so they are relevant to your analysis. This gives you the first insight – and you should definitely include the terms in your analysis.
- Keyword Planner: The Keyword Planner is a free tool from Google, for which you only have to register. It’s kind of like the classic. Here you get precise information on terms and combinations, search volume, and CPC … With this tool, you are definitely right.
- Sistrix Keyword Tool: This free tool gives you the ability to look up search terms and associated synonyms as well as display combinations. The search volume is indicated by a blue bar without exact numbers. Nevertheless, it is often enough for a rough impression. For in-depth insights and precise analysis, the purchase version offers everything an SEO heart desires.
- Ubersuggest: This free tool works similarly to Keyword Planner. So you get exact information on search volume, change in the last months, CPC… However, the daily searches are limited to three. If you want more, you need to subscribe.
- HyperSuggest: This tool also offers a limited, free version. Here you can search for search terms and display the search volume in the form of a blue bar. However, the free version is so limited that only the top hit is displayed.
- AnswerThePublic: This tool works differently than the previous ones. It doesn’t necessarily help with keyword analysis, but it definitely helps with content creation. Because here you will receive all relevant wh-questions that are asked for a specific search term. These are presented in a mind map. So you can answer the most important questions in your content.
- Payment Tools: There are a variety of powerful payment tools for SEO. This includes e.g. B. Sistrix, rankingCoach, or Ahrefs. You can’t go too far wrong with any of these tools, in the end, it’s just a matter of taste which one suits you better. Since powerful features are offered here that goes beyond mere keyword analysis, you can hardly avoid these tools for professional SEO work. However, if it is just a matter of analyzing the keywords, you can already achieve a lot with the free versions.
It’s definitely worth it if you’re for Your keyword analysis combines multiple tools. Only you can decide what exactly your workflow looks like and whether you also need a powerful paid version.
Successful content marketing thanks to keyword analysis
The keyword analysis is much more than a mere compilation of facts and figures. It is the key to successful content marketing. Only if this work on the foundation is carried out conscientiously and with specialist knowledge can what is built on it really succeed. So allow yourself enough time for this survey and the subsequent interpretation. Because good preparatory work gives you the opportunity to write SEO texts that pay off with strong rankings and more traffic!