Keyword Analysis: Know Everything about it

What Is Keyword Analysis?

A keyword analysis is about finding and defining suitable search terms. You can then optimize your website based on these keywords or keyword combinations. So you rely on potential customers to enter the keywords you have defined in the search, find your page and use them there.

A proper keyword analysis is the foundation for any targeted online marketing strategy. It goes far beyond simply selecting search terms that appear appropriate at first glance. 

Because you don’t just need keywords that are relevant to your page, you also have to consider the search volume, the competitive situation for these terms and the situation on the SERP (search engine results page ) in order to keep the optimization effort and thus your advertising costs in the green. 

At the same time, the terms chosen should promise the highest possible conversion rate and not simply “only” bring visitors to your website who then take no action or jump off again.

What does keyword analysis bring?

Targeted traffic

Search engine optimization costs money and must therefore also pay off. For this reason, most site operators don’t just want a lot of clicks and visitors, but conversions – visitors who actually become customers or buyers. The more conversions you get per click, the more efficient your advertising measures – and the lower your actual CPO (cost per order), i.e. the costs you have to pay for a conversion. It, therefore, makes sense to select keywords that already promise a high level of buying intent, and thus generate targeted page views – so-called targeted traffic – instead of generally increasing the number of visitors.

Combination with search engine advertising

After the keyword analysis and definition of a high-quality keyword set, you can use your search terms or keyword combinations for on-page and off-page optimization and also for search engine advertising. 

OnPage integrate the search terms in your existing and new content (e.g. in your page texts) as well as in your technical optimization. OffPage use your keywords when building the link to get so-called backlinks from thematically suitable websites , which are considered external ranking factors.

Keyword analysis is also an important prerequisite when designing SEA campaigns. Placing paid advertisements – for example with Google Ads , Bing Ads or another search engine advertising program – is the second important pillar of online marketing alongside search engine optimization – and here too the quality factor of your keywords is decisive for the success of your advertising. The more Google evaluates the search terms booked in ads, the lower your CPC and the more you get for the costs used.

Focus on keywords

When integrating the search terms into your page content, ad texts, anchor texts or landing pages, quality stands over quantity. In contrast, inappropriate or incorrectly used search terms are annoying and expensive. With so-called keyword stuffing, i.e. the mere accumulation of keywords in texts, you scare away not only human readers, but also Googlebot and other search engine crawlers . Based on the results of the keyword analysis, unsuitable terms can be sorted out and replaced by suitable ones. If you already use strong keywords, they will be expanded and taken into account in all subsequent SEO and SEA measures.

Comprehensive keyword analysis

With well-thought-out SEO measures, you will sustainably improve the ranking and reputation of your site – and soon you can look forward to more and better conversions , higher sales and profits. Start with a comprehensive keyword analysis to get the most out of your advertising budget.

What factors are taken into account in the keyword analysis?

The relevance of the keywords is an important factor: Which terms fit your website, your offer, your services? And what exactly do users who search for it enter into the search line on Google and Co.? It is getting trickier here: Are you looking for the singular or the plural? Does it make sense to link it with a place name (eg “SEO in Newyork ) (keyword: Local SEO)? How are the competitors found and how strong is the competition?

competitive analysis

Search volume and competition are important factors in keyword analysis. A competitive analysis is a good way to avoid high optimization costs. If there are several equivalent keywords with a similarly high search volume to choose from, an optimization to the search term with the least competitive situation makes sense in order to limit the costs. 


Depending on your business model and offer, it can also be worthwhile to fill a niche in order to achieve a good ranking and targeted traffic with simple means.

Context sensitive keywords

Standing on the first page with a high-traffic search term is expensive and time-consuming. In addition, a visitor who orders something or logs in to you is much more valuable to you than a large number of users who do not interact with your website. 

In keyword analysis, we also ask the question of the importance of different search query types for your company. How would you like to be found: in the informational search when users want to find out more and expand their knowledge, or in the transactional search when there is already a concrete intention to buy or download?

Shorthead vs. Longtail

Individual search terms (shorthead keywords) often have a higher search volume and correspondingly stronger competition than keyword combinations (long-tail keywords). The search volume for a keyword combination can be significantly lower, but when you optimize for combinations, you also have a better chance of attracting users to your page who are already closer to the conversion and who are searching more specifically.

Professional analysis

As you can see, keyword analysis is much more complex than it appears at first glance. It is therefore worthwhile to get started with professional support. We have what you need for a successful keyword analysis: expertise, experience, intelligent professional tools and a lot of fun developing and accompanying successful strategies.