Keyword Research and Selection

In this step, the topics and terms defined in advance are reviewed for their search volume, the existing competition and thus their potential for the content strategy.

Generally speaking, terms with a high search volume and low competition are great.

Attention: Long-tail keywords (search queries consisting of several specific words) mostly have a low search volume but they can also be sufficient. However, the competition should be as low as possible.

The result of the keyword check is a list per product (e.g. in Excel / Google Sheets) with all keywords that are a potential match for the content strategy. Hence, the keywords must:


a) fit the positioning of the company

b) have an appropriate search volume

c) be exposed to as little competition as possible

d) be clearly assigned to a product

The following tools can help analyzing the preselected terms:

  • Google Keyword Planner: Analyzes all keywords for their search volume and competition in a specific language and region. In addition, the Keyword Planner complements the entered terms with related keyword ideas. The keywords can be downloaded as a CSV file or copied out manually. Access via Google Ads Account > Tools & Settings > Planning > Keyword Planner.

Attention: Google Keyword Planner can only be used if a Google Ads account already exists and ads are currently being placed.

Advantage: Free of charge, always avails current search data and additional keyword ideas.

Ubersuggest / Neil Patel: Serves as an alternative to Google Keyword Planner, or if no Google Ads account is set up and/or no ads are running. Here, too, selected keywords can be checked for their search volume and competition (SEO Difficulty). Under Keyword Overview the desired keyword can be entered. The selection of the language and region combination is limited.

Attention: Only limited data can be viewed without an account.

Advantage: For a first overview, the tool offers very good data and provides first insights about the search volume of the individual keywords.

The next step of the keyword research is to conduct keyword clustering.