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    Lupe mit Buchstaben auf gelbem Grund als Symbol für Keyword Analyse

    Keyword analysis

    A keyword analysis is a special research that forms the basis of every content optimisation. It aims to identify exactly those search terms (keywords) on a specific topic that are preferred by the respective target group in search engines.

    Why is a keyword analysis so important for the SEO Success?

    A keyword analysis is an important component of all SEO measures. It helps site operators to recognise for which search terms (keywords) the site is already found and for which it has no rankings (yet). In this way, low hanging fruits can be recognised and existing resources can be used sensibly.

    Thanks to the analysis, it is possible to optimise existing content in a targeted manner and thus improve the existing rankings (positioning in the search results).

    In addition, search terms (keywords) can be identified for which the own page has no or poor rankings. Here, content can be created that offers a lot of ranking potential and brings relevant visitors to the page.

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    Search terms

    Which search terms are used by my target group to find my products or services? These questions need to be answered at the beginning of a keyword analysis, because you want to be found for exactly these search terms.


    After the relevant search terms have been found, it is important to find out whether the corresponding page is found for them. Where am I very good and where is a competitor ahead? This is clear after the second step at the latest.

    Content strategy

    The last step is to set up a content strategy that serves to improve existing rankings and place missing rankings on the search results pages. An important component of this strategy is a well thought-out keyword mapping.

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    Frequently asked questions

    Without a keyword analysis, it is completely unclear which search terms (keywords) your target group is using to search for your products/services. Furthermore, with the help of the analysis you can see whether and where the page appears for these search terms (keywords) in Google and other search engines.

    In a keyword analysis, various keyword tools are used to examine which websites have very good rankings on Google and other search engines for a specific topic. Then the search terms (keywords) of these websites are examined more closely and finally compared with the existing search terms (keywords).

    This always depends on the size of the website. A keyword analysis is often part of an SEO support and costs from 600€/month can be charged for an SEO support.

    In contrast to keyword analysis, keyword mapping is not about identifying relevant search terms. Rather, each search term is assigned to an individual page (URL) during mapping. To avoid cannibalisation effects, a keyword must not be assigned to several pages.

    3 Analysis tips from our expert Mathias Bodien

    mathias Bodien

    1. Know your target group!

    Knowing the target group and which search terms are used is indispensable for one’s own business success. Only in this way can targeted optimisation take place and resources be used sensibly.

    2. Keep an eye on your competitors!

    For which search terms do my competitors rank better than me? How do they design their pages and what content is published? You should know this and draw conclusions about the content of your own page.

    3. Create relevant content!

    The best keyword analysis is worth nothing if it is not used to create relevant content. Content that covers the most important search terms and offers the searcher exactly what was searched for.

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