Keyword research: definition, relevance for SEO and practice

During keyword research, you uncover relevant search terms that your target group particularly likes to enter in search engines. These keywords are then strategically inserted into your online content. Keywords are important points of reference for both website visitors and search engines.

Why is keyword research important for SEO?

Keywords continue to be central points of reference for Google and other search engines when evaluating and indexing websites. They essentially show search engines what a page is about and offer them the opportunity to interpret the relevance of page content in certain search contexts. At a very basic level, keywords on web pages are compared with those in search entries and then - in conjunction with numerous other analyses - suitable results are returned. Website operators should therefore research specific keywords so that they can use these processes appropriately.

In detail, detailed keyword research provides insights into what your target group searches for most frequently. If you use specialised tools, these provide specific tips on additional keywords and data on search volumes, among other things. These and other facts provided can be used to draw conclusions about particularly relevant topics and the general consideration of these in the competition. The knowledge about your own target group and the market ultimately becomes more in-depth and their needs can be better taken into account in search engine optimisation. This can make a significant contribution to increasing rankings.

How does keyword research work in practice?

There are different approaches to keyword research. Here is a typical procedure to start with:

  • Conduct a brainstorming session: As part of a brainstorming session, define in advance which keywords and phrases are likely to be most relevant to your target audience. Try to stay away from industry jargon and instead use phrases that your typical buyers actually use.
  • Choose and use a keyword research tool: The SEO keyword tool forms the technical basis for the analysis. There are many options to choose from, from free to (high-priced) paid. Once you have made your choice, enter your keywords into the tool and start the analysis. You will then receive insights into search volumes, related keywords and other data.
  • Create keyword lists: Summarise the most relevant keywords in topic or page-related lists.
  • Set targets and use keywords: Set goals for your keyword SEO. Document your ranking position so that you can prove your progress later. Start integrating keywords on the basis of your keyword lists.

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