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Keyword - Research & Monitoring


Keyword - Research & Monitoring

Keywords are the most important elements in the field of search engine optimization. If you want to do successful and sustainable SEO, you should do a regular keyword analysis, keyword research and a well-structured monitoring of your own rankings. If you want to reach customers via search engines, the search engines must be able to understand what your website is about. The most common reason for a lack of success of a website are wrong keywords or technical problems of a website.

Content is king

However, the right keywords alone are not the sole key to happiness. They are the basis for further activities. The decisive factor in our eyes is always the user of the information - it is better to reach only one visitor who is enthusiastic about our work instead of 1000 visitors who skim our work and never buy from us. In the following we want to give you valuable information on how to find, monitor and optimize your appropriate keywords.

Why do keywords help me to be found on Google & Co.

Keywords help Google to recognize for which search query the page is relevant. In principle, search engines can also recognize and understand the context of a content - however, the correct and relevant keywords help with the interpretation. Without a definition, it is left to chance whether and for which search queries your content should appear in the search results.

Misleading or incomprehensible keywords attract the wrong people to inappropriate content - this leads to a poor user experience. And in the long run, the poor user experience leads to fewer and fewer visitors finding their way to the desired information via the search results, since the ever-improving evaluation of the user experience of search engines means that the previous results are included in the search result.

A simple example:

You define the keyword "messenger" instead of "boats". Since a computer can actually only match the stored information, this is what a search engine understands:

Messenger, messenger:

Person who delivers something on behalf of another or person who is sent to someone to carry out an order


A boat in common parlance is a small watercraft that is usually uncovered. As a verb can also be understood (a computer" restart.

You see, a letter can change the meaning very strongly and influence the effect of your online marketing or your SEO. If the matching text or content is then considered, a link can also be created in the point of credibility.

How do I find meaningful and valuable keywords?

A good and detailed keyword research is the basis for a successful online marketing.

Step 1: Understand your target audience

To find the right and meaningful keywords, it is important to get to know the world of your target group. Put yourself in your target group - or ask your target group (e.g. also through Instagram, Facebook, etc.). The important thing is to forget your preconceived professional opinion - their target audience doesn't have your expertise.

Also pay attention to terms that you find "banal" at first glance - there may be customers who are looking for exactly that. Often we are simply blind to the business.

Keep a record of your terms - I always use an Excel list to collect terms.

Step 2 Check search volume

When you have created your term collection, check the respective search volume. There are free tools or paid tools for this purpose.

We ourselves use the Searchmetrics Suite and other tools such as Sistrix, Seobility, etc. The reason for this is on the one hand the extensive database, the extended analysis options (e.g. filtering according to search intentions) and the possibility to monitor the keywords afterwards, so that the success can also be controlled accordingly (see also Searchmetrics Search Experience).

Step 3 Also analyze alternatives

Also look at similar search queries on the selected topic. To do this, use the search results page of your search query:


Step 4 Also capture the suggestions from Google itself

Google itself also provides you with many suggestions that can help you further, so you can create your individual keyword list.


Step 5 Specify your keywords

Especially for topics that are exposed to very strong competition, a precise definition is useful and helpful.



Sandals men leather open

It can make more sense to be on position 1 or 2 for a search term which is not searched for so often, instead of being on position 43 with another search term.

Basically, the goal of your SEO activities must always be to land on the first search results page. Therefore, always try to be as relevant as possible for your target group.

Step 6 Create a competitor analysis

It is very rare that you have no competition for the desired keyword. Even if you don't know of a direct competitor, Google is more interested in showing you content that matches your keyword.

For many search terms, not only the individual term itself is now included, but also alternatives.

Here is an example:

You are searching for eyelid lift

Google returns results for:

  • Eyelid lift
  • Eyelid lift
  • Surgery eyelid lift
  • Blepharoplasty
  • Eyelid correction
  • Eyelid correction
  • Drooping eyelids surgery
  • etc.

Therefore, you should also check and monitor your keywords and your competitors. Likewise, you can also get keyword ideas through it.

What is keyword optimization?

As a KeywordOptimization the principle is the targeted, precise distribution of Keywords on your website. It is a part of search engine optimization.

There are different opinions about the meaning. Many talk about primary and secondary keyword and often a term called keyword density is thrown into the room.

We personally believe that the following principles are important:

  • The user must be able to understand the text and content
  • Reading the content must be fun
  • Nothing is worse than an artificial language - at the latest during live contact the customer gets to know you!
  • Better to use synonyms with
  • Less is often more - too many keywords can also be bad

To make the most of your keywords for your content marketing, you should review the following components:

  • Keyword in the URL
  • Metadata should be appropriate
  • Customization Title Tag
  • The description of the page should be appropriate
  • The headings (H structure) in your content should be well structured and appropriate
  • Satisfy the intention of your target group
  • Check and adjust the anchor texts on your page
  • Don't forget your images (i.e. image SEO) when optimizing - image search is also very frequently used by users
  • Answer the most common W questions about the topic?

What is keyword density?

On many advice pages you will find statements that the correct keyword density should be observed. Mostly a so-called WDF*IDF analysis is meant here. Here, the content or the relevance of the own page is checked in relation to other content of other websites / blogs. With a WDF*IDF analysis it can be determined in which ratio certain words within a content can be weighted in relation to all potentially possible documents.

Manual testing is very time-consuming - therefore one uses appropriate tools for this in practice that one saves time and effort here. However, these tools are only auxiliary tools - they do not replace your own work in any way - the research and the effort of creating your own text is still the most important basis, so that you create successful and valuable content.

We ourselves set the Searchmetrics Content Experience in. This allows us to review, supplement and optimize content in a very good and targeted manner. The individual briefings also help us to generate keywords and content.

Are there any keyword tools or a keyword finder?

There are a lot of different keyword tools for researching your keywords. We would like to introduce some of them to you here. In our eyes, there is no such thing as the "keyword finder" - it is often a combination of different information sources that form the basis for good and successful content.

Google Keyword Planner

The Keyword Planner is primarily intended for advertisers on Google Ads. Caution is advised with the tool - but you can use it, so you can get a rough overview. The former name of this tool was AdWords Keyword Tool.

Google Trends

Google Trens is a tool from Google, with which search queries and their past development can be determined. Through this you can see if your keyword is subject to seasonal changes, etc.

Google Suggest

Google Suggest is a convenience function of Google. When a search term is entered, the search engine automatically suggests possible completions. It will show the user more keyword combinations.

You can use these combinations to find related long-tail keywords to the entered main keyword (see also steps 3 and 4 "How to find meaningful and valuable keywords").

Keyword Tools

Free keyword research tool


For a search term, many different combinations with this term are output here. These are entered into Google in this way.

For example, the tool combines a single search word with question words or a W-question tool (who, what, when, why, how, where, etc.) or comparison words (and, same, vs, or, against, etc.).

There is a free and paid version. The main part of this keyword tool is only available for paying users - but free features are also available. For each search term, the keywords coming from Google Suggest are displayed. This makes it quick and easy to find related keywords.

Sistrix Amazon Keyword Tool

The search behavior is different on Amazon than on Google: starting with the fact that the searcher usually has a specific purchase intention, leads to a different SERP layout and ultimately always ends with the keyword itself.

The keyword database is built for Amazon. In this Amazon Keyword Tool, Sistrix has collected several million typical search queries to Amazon Search.

Use of SEO tools

In addition to the individual different interfaces, there are also online tools that combine different functions in one place.

We use you Searchmetrics solution in conjunction with the different tools, so that we can prepare our content as holistically as possible.

In addition to these tools, it is always worth taking a look at the Google Search Console. Here you can see how your page has ranked for which search terms. Likewise, a targeted evaluation of your statistics (e.g. Google Analytics) can provide you with assistance.

What is keyword monitoring and why is it useful?

In order to be able to express the success of a contribution or article in figures, the relevant keywords should remain permanently in the tracking or in the observation. In addition, monitoring the keywords helps to quickly detect changes and to develop any necessary strategies.

Keyword monitoring of certain keywords can be very important, because an undetected ranking loss can quickly become very expensive. Therefore, it is one of the most important tasks in our eyes. Think about what it will cost you if you lose only 1 customer a week for 6 months, for example, just because you can no longer be found with your keyword.

Sample invoice
with a turnover of EUR 50,- per customer:
24 weeks x 50 EUR = EUR 1200,-

Depending on the nature of your business / service, this can be more or less. Adjust the values according to your own industry.

Similarly, targeted monitoring can also create the basis for later revision and optimization. If, for example, you see a search term for which you rank relatively well and have many visitors - but you notice that there is no corresponding response in the form of inquiries, store visitors, orders, etc., you can look more specifically for opportunities for improvement.

Besides the financial effect, it is always a nice emotional effect for the programmer/developer or copywriter to see if the corresponding work is bearing fruit - it is always nice to be able to follow the upward trend.

Which is better? SEO Keyword Analysis or Google AdWords?

Whether an SEO keywords analysis or via Google AdWords is more useful or better, can not be said in general terms. Basically, there are different approaches and areas of application:

  • Analysis and optimization of keywords is more long-term and sustainable
  • Google AdWords more short-term and targeted

Basically, the analysis and optimization of certain keywords or search queries is important for your website and ads - as well as for your social media activities.

Whether one form makes more sense than the other or whether a combination of both makes sense depends on the initial situation and the target requirement. For example, if you want to sell a remaining stock from your warehouse at short notice, AdWords may be the better choice. Likewise, changes can be tracked via AdWords (e.g., conclusions can be drawn about improvements through the respective rates, etc.).


The right and meaningful keywords in combination with high-quality content is becoming more and more important. The sooner you start with the targeted improvement of your website, the sooner you will notice progress in your online marketing. And the better your website is, the better you will be found in Google search - and only those who are found can also sell!

In addition, we hope that we were able to give you an overview that good content and texts are not simply written short and fast - rather, good texts are a lot of work and effort!

We can provide you with targeted assistance in the form of active activity or in the form of tools that will improve your activity and optimize your work flow.

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