Your Ads Agency from Hanover
Keyword Analysis and Keyword Research
Keyword research
With keyword research we look for words and word combinations with which search machine users show their interest in your product. A personal briefing with you forms the basis of our research. There we first find out about your intentions and goals, your product range and/or services as well as possible knowledge you may have about your target group and their search behaviour.
of the websites do not receive any traffic from Google, because they do not analyze their keywords.
Orientation
Search terms can be divided into three groups depending on the user’s intention:
By far the highest number of search queries on Internet search engines are informational keywords and search term combinations. Experts estimate this number to be over 80 %. Normally the user’s intention with such search queries is to find specific information.
The other 20% of search enquiries are very evenly divided between navigational keywords and transactional keywords and search term combinations.
While navigational keywords are used for searching for a domain or URL, transactional keywords imply that the person searching intends to make a transaction. These transactional keywords play a particularly important role for ecommerce pages and are the key to success.
The following chart shows some examples of the differing orientation of keywords.
Search behaviour
The users’ interest in a search term is not always as strong as at other times. Sometimes it is subject to seasonal fluctuation. In this context we talk of evergreen-keywords where interest remains fairly constant and event-keywords when there is strong seasonal fluctuation.
This distinction is of great importance for example when budgeting Ads campaigns. If you are familiar with the seasonal search rates you can adapt the click budget accordingly.
Competitor density
Even if the number of results on a search results page is only approximate you still get an indication of the competitor density with the keyword or keyword combination.
Basically it can be said that the lower the number of results for a search query the simpler it is to be successful in the ranking. Of course the status quo of the competitors with regard to contents, backlink structures, reputation and other factors plays a role. That is why even with fewer results it is not so easy to reach good positions in the search results.
Chances of success
When evaluating the chances of success within the framework of keyword analysis various factors and values play a role.
One of these would be KEI (Keyword Efficiency Index). This value is calculated by the search volume of a keyword divided by the number of results for the keyword. The higher the KEI the higher the probability of reaching good positions.
The backlink structures of the competitors on the top positions are of course a major factor. Depending on reputation and trust this is the benchmark for your own website. Other factors are the number of indexed pages and the age of the domain, to name just two.
Performance Remuneration Ads Consulting & Advisory
Despite extensive research and analysis of the keywords as a rule it is you who have the expertise on the subject
Despite extensive research and analysis of the keywords as a rule it is you who have the expertise on the subject. That is why we assess the results in detail with you and then select the suitable keywords.
Whether or not you would like to make use of keyword research for search engine optimisation or search engine advertising, in some cases it is much more beneficial to first test the keywords using Google Ads. Afterwards the keywords can be evaluated in a far more substantiated way based on the successes and your objectives.
This way you really carry out market research. Ultimately with Ads you appeal to the same user group (users of search engines) as with search engine optimisation.
With search engine advertising you can reach your target group within a short time. Then you can find out whether what you have to offer suits the customers’ needs. If this is successful it provides the basis for the most important keywords for the longer process of search engine optimisation.
