For every website project it is important for search engine optimization which search terms – also called keywords – are interesting for which subpage. Because for these search terms you want the project to be placed as high up as possible in search engines. For this purpose, search engine optimizers use various tools to find out which search terms generate a high search volume and which search terms are best suited for which subpage.
Which search terms are interesting for which subpages?
In the first form, a kind of inventory of all sub-pages is carried out or, for a website relaunch, which sub-pages are planned for the launch. On the basis of this, the search engine optimizer can go through the content and determine suitable keywords for each individual interesting subpage.
What are users actually looking for?
Not every desired search term is suitable for a subpage. The user intent must also be met, i.e. what type of search result a user expects for his search. Is a user looking for information or offers? Is the user looking for downloads or entertainment? This is taken into account here.
Keyword research should also take into account what users are actually looking for in reality. Which search terms does a customer want vs. what do users type into the search engine? It may be that not all desired keywords are the best and optimal selection, maybe there are other or further search terms that are of higher relevance for search engine optimization.
Which search terms have a higher search volume than others?
To be in first place for any keyword without search volume in search engines is not rocket science. However, it is an art to be in first place for a search term with a high search volume. Nevertheless, search engine optimizers look closely at the search volume of individual search terms, because only these promise high traffic via organic search.
But that always happens according to logic. A high search volume usually also means that competitors in the field are also strongly positioned in search engine optimization. A small hotel with a small swimming pool and a sauna is by no means a wellness hotel, and accordingly cannot or only extremely difficult to rank in the first positions in search engines for something like “wellnesshotel Schwarzwald”. Then it is better to choose search terms with less search volume and competition.
Which search terms do competitors use that I could also use?
If there are already various competitors on the Internet for a website project who are well positioned with SEO, they can be analyzed for their keywords. Often you will find search terms that you have not thought of yourself. This type of competition analysis for search terms is advantageous and can also be carried out at regular intervals – also for individual subpages.