This article consists of a guide on how to perform a keyword research. The outcome should be usable as the basis for a content strategy.
1. Why Perform a Keyword Research?
The primary goal of keyword research and a content strategy based on it is to position one's own company for selected terms, to rank as high as possible in the search results on Google for these terms (SERP) and to obtain a corresponding amount of organic (i.e. natural, unpaid) traffic to one's website/blog.
Accordingly, keywords to be identified:
a) are actively searched for by the target group (search volume)
b) can actually be filled with organic traffic and are not dominated by Google Ads (competition)
2. Keyword Research Procedure
Keyword research consists of three parts:
1. Topic analysis
2. Keyword testing and selection
3. Keyword clustering
2.1 Topic Analysis
Every keyword research starts with a topic analysis. Here, all relevant topics, terms and subject-specific keywords are collected for which the website should rank in the future. On the basis of these terms, the keyword check and selection is then carried out.
The result of the topic analysis is an overview of topics for each product on Aioma.
The simplest and most obvious starting point is the existing website.
Technical terms: What topics are covered on the website? Which terms are used?
Structure: How is the website structured? Can a hierarchy of topics be identified? Which topics are related to each other?
The following tools can help analyze the existing website:
- Google Keyword Planner: Analyzes the website and suggests which keywords can be used (based on the existing content). Access via Google Ads Account > Tools & Settings > Planning > Keyword Planner.
Attention: Google Keyword Planner does not display what the page is currently ranking for, but only suggestions! Further: The Google Keyword Planner can only be used if a Google Ads account already exists and ads are currently being placed.
Advantage: Free, can be used for any website.
- Google Search Console: Search Console shows with which search terms (queries) the previous users came to the website. The keywords can be analyzed in general or then related to specific landing pages (pages).
Attention: Search Console must be fully set up and access to the Search Console of the respective website is required.
Advantage: This is effective previous search data.
- Ubersuggest / Neil Patel: Alternative to Google Keyword Planner, if no Google Ads account is set up and/or no ads are running. Here, too, the current website can be examined for existing keywords. Under Keyword Overview the own website can be entered.
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 current keyword ranking.
- Semrush: Like many other SEO tools, SEMrush offers a detailed website analysis (as well as other analysis options).
Attention: These tool is chargeable and should only be purchased if it is also required for other analyses.
Advantage: Detailed data about your own performance available.
b. Personas / Target Groups
The next step should be to examine existing personas in more detail (if available) and note relevant topics.
- Topics: What concerns and needs do the personas have?
- Customer journey: What does the customer journey look like? What questions does the persona have at which stage of the customer journey?
The more clearly the topics can be assigned to a phase of the customer journey at this stage, the easier it will be to create the content strategy later. At Aioma, we work with the customer journey phases Attract, Engage, Convert and Delight.
c. Competitor Analysis
To come up with new ideas and/or to make sure your competitors aren't taking the most important topics, it's worth taking a look at your competitors' website and keyword choices.
The following tools can help to analyze your competitor's websites:
- Ubersuggest / Neil Patel: Under Competitive Analysis, any website can be analyzed. Keywords by traffic or top pages by traffic can be monitored.
Attention: Ubersuggest offers a Free Trial. However, an account is required to obtain access to complete data.
Advantage: For a first overview, the tool offers very good data and provides first insights into the performance of the competition.
- Semrush: Like many other SEO tools, SEMrush offers a detailed competitor analysis (as well as further analysis options).
Attention: The tool is chargeable and should only be purchased if it is also required for other analyses.
Advantage: Detailed data about your own performance and that of the competition.
The next step is keyword research and selection.
The last step is keyword clustering.