Keyword

What is a keyword?

Keywords are specific words and phrases within your web content that allow users to find your website through search engines like Google. A website that is optimized for search engines "speaks the same language" as its potential users with these very keywords. They help to connect users with your website. Keywords are one of the main elements of SEO.

In other words, you need to know how people search for the products, services or information you offer. By doing this, you make it easier for users to find you. Otherwise, they'll end up on one of the many other pages in the Google results (SERP). The implementation of Keyword SEO thus helps websites stand out from the competition.

For this reason, developing a list of keywords is one of the first and most important steps of SEO (Search engine optimization). Keywords and SEO are directly linked when it comes to running a successful marketing campaign.

Find your best keywords!

Many SEO marketers make the same mistakes with the Keyword Research:

1. The Keyword-Recherche wird nur einmal durchgeführt
2. Es wird sich nicht die Mühe gemacht die SEO Keyword-update and extend the list
3. Use of keywords that are too competitive, i.e. keywords that are in tough competition with each other

Grundsätzlich sollte die SEO Keyword-Recherche ein sich ständig weiterentwickelnder Teil Ihres Jobs als Marketer sein. Alte müssen regelmäßig neu bewertet werden, und Keywords mit hohem Volumen können oft sinnvoll ersetzt oder durch längere, spezifischere Phrasen ergänzt werden, die nicht nur jeden Besucher, sondern genau die richtigen Besucher einbeziehen.

Weiterhin muss diversifiziert werden. Es gilt: Vielfalt ist ein Schlüsselwort in der Keyword-world. You won't stand out if you use the same keywords as your competitors. Always keep an eye on: Who else is using your keywords? And how do you stand out from the rest?

Die Bereitstellung großartiger Inhalte, verbunden mit einem wirklichen Mehrwert für potentielle Besucher bzw. Kunden, wird stets das Ranking improve a website's ranking in search engine results!

What makes a good keyword?

Here's a detailed list of the factors that make a potential-laden Keyword make up:

1. search intent

This is one of the most obvious factors, but one that is too often forgotten.

Simply put, we want to make sure that the user's search intent (and the search query he or she made in the Search Engine ) matches the intention, or the content of the web page that he should find in the search results.

Wie können wir das erreichen? Der einfachste Weg ist, jedes Keyword, which you are considering typing into Google and looking through the results on the first page.

Ask yourself the following questions:

• Are the results mostly commercial or informational?
  If you are searching for keywords for a product or service page and the results on page 1 are mostly informative in nature (e.g. blog posts, news sites, etc.), there is most likely a mismatch between your and the users' intent!
• Are there any companies similar to yours?
  Sometimes keywords can be relevant to more than one niche or industry, or have yet another meaning
• Ist Ihr “Keyword” womöglich der Firmenname eines anderen Unternehmens?
  You would be surprised how often exactly this case applies. If the answer to this question is yes, it is very likely that the first 3 - 5 search results in the SERP's, to the website of that very company, or to their online profiles such as on LinkedIn.
• Do the results contain multimedia content such as PDFs or videos?
  If so, this indicates that users are particularly looking for images or videos to answer their question - or search intent. The chance of being at the top of the search results then becomes next to impossible without offering such content on your part.

In summary: If your content resembles that of the top 10 in search results, you are on the right track!

2. search volume

In short: The Search volume refers to the frequency with which people search for a particular word or phrase. Typically, it is presented as a round number per month or as a monthly average over a year.

The numbers are not 100% accurate, but they give a picture of how often users search for a term or phrase. It quickly becomes apparent that some things are searched for much more often than others.

Now the question arises: At what point can one speak of a "good Search volume speak?

As is often the case, there is no exact answer to this question, as it is influenced by too many factors. How much Search volume you ultimately (should) aim for depends entirely on your business, your industry, your region, and the type of content you offer on your website. The numbers range from 30 searches per month to tens of thousands of searches per month.

Ask yourself the question: How much Traffic müsste Ihre Website jeden Monat generieren, um einen sinnvollen Einfluss auf Ihr Unternehmen zu haben?

Here are two examples for companies that are affected by only 30 additional visits per month could benefit:

• A small dental practice in a suburb of Leipzig:
  This company probably only serves people within a small geographic area. They don't need hundreds or thousands of new patients every month. Therefore, targeting keywords in the range of 30 - 100 searches/mo would likely have a significant impact on their business.

• A B2B company that provides high-transaction services:
  This type of business would likely benefit more from longer, more targeted (i.e., more targeted) keywords with lower Search volume benefit than from broader terms with higher Search volume. For this business, as few as 2 - 3 new leads per month could be significant.

Now we consider two examples of companies that use keywords with a higher Search volume want to address:

• A medium-sized E-commerce-Pet Supplies Company
  Dieses Unternehmen kann bereits mehr als 10.000 Besuche pro Monat auf seiner Website verzeichnen und sich auf eine viel höhere Kundenakquisitionsrate verlassen. Als solches würde das Ranking für ein Keyword mit 30 – 100 Suchanfragen/Mo keine signifikante Steigerung des Umsatzes bedeuten. Sie würden eher Keywords im Bereich von 100 – 1.000 oder mehr anstreben.

• A nationally recognized consumer apparel brand.
  This business may receive more than 100,000 visits per month to its website. Similar to the pet business, it relies on a higher customer acquisition rate. Their target market is also much larger than the other three examples and as such, they might be looking at keywords with over 1000 searches/mo.

Do you know your competition?

This paragraph is about the so-called "competitiveness", i.e. the competitiveness of your keywords.

Domain Authority (DA)

The Domain Authority is based on so-called "link metrics" and assesses the "strength" of a website in the eyes of search engines. It is primarily about the quality and quantity of other websites that link to it (backlink structure).

So they experience the Domain Authority of your competitors' websites:

1. Add MozBar (free!) to your web browser.
2. Turn it on and enter your Keyword in Google.
3. Check the Domain Authority (DA) of the results on page 1.

Im Idealfall ist die DA Ihrer Website höher als einige der Ergebnisse auf Seite 1. Wenn Sie weit unterhalb Ihren Konkurrenten liegen, kann das Keyword zu “competitive” für Sie  sein.

Title tags

This refers to the blue "headline" that appears in the search results for each web page.

This way you can quickly find out how relevant the current page 1 results are for your search query:

1. Search for a keyword you want to analyze.
2. Scan the title tags for the best results.
3. If your Keyword am Anfang aller Title Tags erscheint, bedeutet das, dass diese Seiten wahrscheinlich – in den Augen von Google und Co. – sehr relevant und gut für diesen Begriff optimiert sind (und somit schwieriger zu übertreffen)

Following this list of different methods, you will find useful keywords with a lot of power with which you can optimize your website.