Keyword analysis and keyword research

„Abyssus abyssum invocat.“

„Deep calls to deep.“

Keyword Analysis and Keyword Research

Keyword research serves to identify suitable search terms for a website. With keyword analysis identified search terms are checked with regard to their orientation, search behaviour as well as competitor density and chances of success.
The results of that research are the basis for the alignment of the website, for long-term efforts in search engine optimisation and, in some cases, ad placements which have to be paid for in search engine advertising. Therefore this work has to be carried out conscientiously and professionally. Otherwise wrong decisions are taken, or as the above mentioned quotation means, “one mistake pulls another in its wake.”

Khalil Agheli Zadeh  Head of  PPC-Marketing
Khalil Agheli Zadeh
Head of
PPC-Marketing

You are given a pool of keywords resulting from the keyword research and keyword analysis and these keywords are suitable both for search engine optimisation (SEO) and for search engine advertising (SEA). From this pool of search terms we select the best ones for you and, if you wish, we will sort them into the right URL of your website (find out more under keyword-mapping).

Keyword research

With keyword research we look for words and word combinations with which search machine users show their interest in your product. A personal briefing with you forms the basis of our research. There we first find out about your intentions and goals, your product range and/or services as well as possible knowledge you may have about your target group and their search behaviour.

Orientation

Search terms can be divided into three groups depending on the user’s intention:

  • Informational keywords
  • Navigational keywords
  • Transactional keywords

By far the highest number of search queries on Internet search engines are informational keywords and search term combinations. Experts estimate this number to be over 80 %. Normally the user’s intention with such search queries is to find specific information.

The other 20% of search enquiries are very evenly divided between navigational keywords and transactional keywords and search term combinations.

While navigational keywords are used for searching for a domain or URL, transactional keywords imply that the person searching intends to make a transaction. These transactional keywords play a particularly important role for ecommerce pages and are the key to success.

The following chart shows some examples of the differing orientation of keywords.

Information, navigation and transaction-oriented queries
Information, navigation and transaction-oriented queries

Search behaviour

The users’ interest in a search term is not always as strong as at other times. Sometimes it is subject to seasonal fluctuation. In this context we talk of evergreen-keywords where interest remains fairly constant and event-keywords when there is strong seasonal fluctuation.

Interest history for the Event-Keyword: Christmas
Interest history for the Event-Keyword: Christmas
Interest history for the Event-Keyword: TV programs
Interest history for the Event-Keyword: TV programs

This distinction is of great importance for example when budgeting AdWords campaigns. If you are familiar with the seasonal search rates you can adapt the click budget accordingly.

Competitor density

Even if the number of results on a search results page is only approximate you still get an indication of the competitor density with the keyword or keyword combination.

Number of search results for "shoes"
Number of search results for “shoes”
Number of search results for "suede shoes"
Number of search results for “suede shoes”

Basically it can be said that the lower the number of results for a search query the simpler it is to be successful in the ranking. Of course the status quo of the competitors with regard to contents, backlink structures, reputation and other factors plays a role. That is why even with fewer results it is not so easy to reach good positions in the search results.

Chances of success

When evaluating the chances of success within the framework of keyword analysis various factors and values play a role.
One of these would be KEI (Keyword Efficiency Index). This value is calculated by the search volume of a keyword divided by the number of results for the keyword. The higher the KEI the higher the probability of reaching good positions.

The backlink structures of the competitors on the top positions are of course a major factor. Depending on reputation and trust this is the benchmark for your own website. Other factors are the number of indexed pages and the age of the domain, to name just two.

Results of keyword research and analysis

Despite extensive research and analysis of the keywords as a rule it is you who have the expertise on the subject. That is why we assess the results in detail with you and then select the suitable keywords.

Whether or not you would like to make use of keyword research for search engine optimisation or search engine advertising, in some cases it is much more beneficial to first test the keywords using Google AdWords. Afterwards the keywords can be evaluated in a far more substantiated way based on the successes and your objectives.
This way you really carry out market research. Ultimately with AdWords you appeal to the same user group (users of search engines) as with search engine optimisation.

With search engine advertising you can reach your target group within a short time. Then you can find out whether what you have to offer suits the customers’ needs. If this is successful it provides the basis for the most important keywords for the longer process of search engine optimisation.