What is keyword research

As a keyword research or keyword analysis refers to the search for meaningful keywords, to a landing page (website should be optimized) or an entire domain. The aim is to rank in the SERPs for the right keywords and keyword combinations in order to get traffic to the page. Keyword research for Google is the main goal for SEO optimization in Germany.

Keywords are useful if the search volume, the expected traffic and the strength of the competition “fit” – if a landing page or domain ranks after the (OnPage) optimization for the keywords.

Keyword research is the beginning of an OnPage optimization. After the keyword research, the content of a landing page or domain is optimized and suitable link targets are sought (off-page optimization).

Niche keywords

According to HEALTHKNOWING, niche keywords are often used when the keyword research is to search for search terms for which there is little traffic but also little competition. Therefore, you can rank very quickly for these niche keywords with little effort. If you optimize some of these keywords, a high traffic gain is achieved very quickly. In addition, niche keywords are often transactional, ie users search with a specific purchase intention. You are no longer in the informational search phase, in which often no transactions are made.

Example: A dealer sells parasols. Niche keywords would be, for example, ” Repairing a parasol “, ” Coloring a parasol “, ” Parasol for the garden “, etc.

By definition, niche keywords have a large overlap with long-tail keywords and are sometimes used interchangeably with them. Not all long-tail keywords are niche keywords, but niche keywords are long-tail keywords.

Categorization of keywords

A distinction is made between 3 different search queries: the navigational search, the informal search and the transactional search. The point behind this classification is a more precise tapping of the traffic, that is, a targeted optimization according to the keywords that correspond to the corporate goals of the website.

Navigational searches

With the navigational search, the user searches specifically for a subpage that he already knows or at least believes that it exists. Often a brand name or the name of the company / institution is included in this search. As a rule, navigational search queries come from previous visits by the user to the website. Example: ” Amazon Self Publisher “.

Informational searches

With the informational search, the user is specifically looking for information in order to solve a question or a problem. Example: ” Crackling after a Skoda spring change “, ” Simply cake base recipe “.

Transactional searches

Such searches are based on an explicit purchase intention or the conclusion of a contract. An example would be “ buy red shoes ”, “ rent a car ”, or “ download XY ”.

When researching keywords for SEO optimization, it is advisable to consider what kind of search queries the page should rank for. For example, pages that were created purely for AdSense are usually designed for informational search queries. Online shops do earn their money with transactional keywords, but informational landing pages are still useful for branding and user loyalty.

When searching for suitable keywords, it is worthwhile to proceed as granularly as possible. The more granular the keyword is chosen, the better the traffic for the website. The average Internet user now uses an average of 2.7 words per search query. Example:

We have a lawyer in Munich who specializes in criminal law. A keyword like “ lawyer ” would be too general. “ Attorney Munich ” is better, but still too general, “ Attorney Munich Criminal Law ” would be the most appropriate keyword. The traffic that comes to a landing page via this keyword will convert better than the traffic that is generated via ” lawyer “.

Keyword Research Tools

Since one often works with very extensive data sets in search engine optimization, it is worth working with tools that are able to automate certain processes. The following tools help to find suitable keywords for a domain or website, including additional data such as search volume, competition or keyword combinations. Most keyword research tools are free. Just because these tools are free doesn’t mean they are of poor quality.

The following list represents a selection of tools. Every now and then new tools come onto the market or disappear again, but the tools listed represent a solid core.

Google Keyword Planner

Google Ads offers a free tool for analyzing various keyword phrases, even without your own Google Ads account: https: // Google Ads.google.de/keywordplanner.

Search terms or websites can be entered for analysis. The keyword planner provides an approximate monthly search volume and possible click prices. More information: The Google Ads Keyword Planner.

Google Trends

Using Google Trends, the search interest for certain keywords can be historically displayed and compared. Several keywords in the search box must be separated by commas.

This example compares Mother’s Day to Father’s Day, with the mother doing better. This is useful, for example, for planning SEA campaigns in order to provide budgets:


Ubersuggest uses the suggest function of the Google search and presents them in an alphabetically arranged overview. The tool is very useful to find keyword combinations in order to advance the topic research.


Keyword.io is the “better” Ubersuggest. Similar in functionality, keyword.io offers additional options such as data export, graphics, most important landing pages, etc.

Related terms

As soon as the direct environment of the actual keyword has been examined, it is worth taking a closer look at related subject areas. Websites such as OpenThesaurus, Semager and the MetaGer-Web-Assozinator help here. All services provide users with similar search terms that match the entered keyword. OpenThesaurus.de serves as the starting point. Finally, the next clue is Semager. The web service best illustrates the relationship between the individual search terms.

Google Webmaster Tools – Search Analysis

The Google webmaster tools, if used, also provide information on search queries. Via the Accesses -> Search queries switch, we receive information such as impressions, clicks, the CTR (click rate) and the average position of the keyword. The new “search analysis” function allows even more precise conclusions to be drawn about the search terms entered: Webmaster Tools with a new function – search analysis.

Wikipedia statistics

Wikipedia occupies numerous rankings for keywords in top positions. In order to derive the traffic from this, it is advisable to also display their visitor flows. This data can be found here: Wikipedia article traffic statistics.

Wikipedia and Google Ads Keyword Planner

It can be worthwhile to enter the Wikipedia page for your keyword in the Google Ads Keyword Planner. Since Wikipedia usually provides very high-quality and comprehensive content on a topic, new keyword opportunities and ideas can be identified.

Keyword Research – Google Ads

For Google Ads or search engine advertising (SEA) in general, the same points largely apply as for search engine optimization. However, there are a few things that should also be considered:

– The Google Ads Keyword Planner shows the estimated (not actual) costs for a keyword:

– Due to the auction structure of Google Ads, the higher the competition, the higher the keyword price. Accordingly, long-tail keywords are usually cheaper and more promising.

– The ideal combination is low competition and high search volume. The Google Ads Keyword Planner can be adjusted to this configuration. However, this ideal combination is not realistic for every keyword or product.

– Google Ads requires a high level of specialist knowledge and experience. A layperson can be very quick to waste money on Google Ads. It is therefore advisable to hire a specialist for a Google Ads campaign who can draw up a cost-benefit analysis.

General tips and tricks for keyword research and keyword analysis

Websites that are getting methodical SEO optimization for the first time should not optimize for the keyword with the highest competition straight away. It makes sense to first build a basis for easily ranked keywords (synonyms or long-tail keywords). If subpages of a domain rank for these “light” keywords, you can go to a difficult keyword and link the subpages to the page for the difficult keyword. Of course, it is also possible to optimize for a “difficult” keyword in parallel to the optimization for “easy” keywords – but success can be delayed.

Optimizing for keywords is important, but it shouldn’t be the sole focus when creating a website. The goal of Google is to find and present high quality and unique content. To achieve this, Google is working hard on the so-called “semantic search engine” or “semantic recognition of content”. This also includes not only recognizing and classifying one or more keywords, but also understanding and comprehending entire complexes of topics, so-called “topics”. It is therefore worthwhile not to stubbornly optimize for one keyword, but to look at the entire subject area around a keyword and integrate it on the website.

What is keyword research