First Look into the Whitepaper
1 From Keyword To Search Intent
Keyword analysis
The keyword analysis serves as a strategic element for gaining insights into the search behavior of users that use search engines. The terms the user searches for in a search engine are identified, divided into certain groups, and their search frequency is recorded.
Further useful metrics in the keyword analysis, however, we do not go into more detail here, are: seasonal trend analyses, the CPC, estimated clicks, competition density and elements of the search results page (SERP).
The German search engine market is dominated by Google. Statista reports that the search engine holds a share of about 83% of desktop searches and around 97% of mobile internet searches.
Companies that are operating online outside of Germany and the EU are advised to look into search engines such as Bing, Baidu, Yandex, Naver, DuckDuckGo and Ecosia. Baidu is particularly dominant in China and offers its own tools for
performance analysis.
The keywords can generally be divided into short-tail, mid-tail and long-tail types.
Short-tail keywords typically contain one or two words, consist of very general
search terms, and are often searched for with a higher volume of competition.
Long-tail keywords, on the other hand, have a lower search volume, yet are much more specific. They have lower competition and in some cases lower CPCs as well as higher conversion rates.
It is fundamental to analyze the set of keywords used by potential online customers and the resulting information architecture for content generation.
Information architecture includes, for instance, internal linking, required page types as well as filters and the resulting analysis of the intention underlying the search query, the search intent.
The first steps of keyword analysis
For your first steps of the keyword analysis, start with one or a combination of several tools from the list below:
1. Free tools
Ubersuggest, searchvolume.io, keyword-tools.org, answerthepublic
2. Fee-based tools
Sistrix.de, Searchmetrics, ahrefs, SEMRush, xovi
3. Google Tools
Google Keyword Planner, Google Trends, Google Search Console,
related search queries
4. Various tools & processes
Analyze competition content, interview suppliers, interview & brainstorm ideas with experts, combination of all product and category keywords including all filters, followed by a search volume check for each possible combination.
A helpful approach has been to group the keywords into topic buckets (topic 1 clusters, or also called topic areas). - this creates a logical link between a superior topic area and the different keywords (e.g. women's shoes: high heels, ballerinas, women's sneakers, women's boots, etc.).
