Keyword research forms the foundation of an effective SEO strategy. Without the right keywords that are perfectly tailored to your target audience, your website will hardly be noticed by potential customers. In this blog post, you will learn how to identify the best keywords using various tools and techniques to strengthen your online presence. We will explain how to use the right long-tail keywords, why related terms and synonyms are crucial for your success, and what you should consider when selecting keywords. Align your content with the search intent of your users to achieve higher rankings and maximize your visibility on search engines like Google.
Table of Contents
· What is a keyword?
· Classification of Keywords: Money, Brand, Compound, Other
· Long-Tail and Short-Tail Keywords
· Keyword Research
· Keyword Research: Tools
· Keywords: On-Page
· Keywords: Off-Page
● Conclusion
● FAQs
What is a keyword?
A Keyword, also known as a search term, tag,, key term or Phrase, ist ein Begriff, den Nutzer in das Suchfeld einer Suchmaschine eingeben. Dieser Begriff wird dann von der Suchmaschine durch spezielle Algorithmen analysiert und mit dem Index abgeglichen. Im Anschluss erhält der Nutzer eine Suchergebnisseite (SERP), die relevante Ergebnisse für das eingegebene Keyword anzeigt. Keywords spielen eine entscheidende Rolle in der search engine optimization (SEO), und im Online-Marketing, da sie massgeblich die Platzierung von Webseiten in den Suchergebnissen beeinflussen.
Classification of Keywords: Money, Brand, Compound, Other
The following classification is based on the categorization by LinkResearchTools, which is widely recognized in the SEO industry.
Money Keywords
The term "money" might suggest a buying intent but actually covers much more. On commercial websites, money keywords refer to terms that express a desire to make a transaction. Examples include “Order a Laptop," “Rent a Car,” or “Book Web Design Service.” Money-Keywords auf Begriffe, die einen Transaktionswunsch ausdrücken. Beispiele wären: „Laptop bestellen“, „Auto mieten“, „Webdesign Service buchen“.
Auf nicht kommerziellen Seiten beschreibt das Money-Keyword den Inhalt und die informierende Absicht der Seite. Beispiele sind: „Geschichte der Hanse“, „Python Tutorial für Anfänger“, „Radwanderwege im Schwarzwald“.
Brand Keywords
Brand keywords are terms specifically focused on a brand, such as “Adidas,” “Volvic,” “Volkswagen,” or “Bakery Schmidt.” These keywords are especially relevant for Google Ads and assist in targeted brand advertising.
Compound Keywords
Compound keywords combine both money keywords and brand keywords. Examples include “Buy MacBook Cheap” or “Audi Purchase Offers.”
Other Keywords
Keywords that do not fit into the previous categories fall under “Other.” Examples would be “Learn more” or “Great Articles.” Depending on the context of a website, terms like “services” can also be classified as other keywords, especially if the page serves as an information platform or comparison portal. Other Keywords klassifiziert werden, besonders wenn die Seite als Informationsplattform oder Vergleichsportal dient.
Long-Tail and Short-Tail Keywords
Money, brand, and compound keywords can be further divided into long-tail and short-tail keywords.
Short-tail keywords are brief keyword phrases like "lemonade recipe" or "buy handbag." These search queries usually have a high monthly search volume because they are very general.
Long-tail keywords, on the other hand, are longer and more complex search queries and are less common than short-tail keywords. Examples include "How to build a birdhouse from wood?" "Comfortable leather sandals for women," or "Buy high-quality brushes for watercolor painting."
Certain short-tail keywords, like "Taylor Swift," have a lot of traffic but also huge competition, as many websites try to rank for these keywords. The competition is particularly high here. In comparison, long-tail keywords like "Best vegan cookbook for beginners" may have lower search volumes, but it is often easier to rank for these keywords.
Long-tail keywords are often closely related to niche keywords, which help target a specific audience more precisely by identifying content gaps.
Keyword Research
Im Online-Marketing spielt die Keyword Research eine entscheidende Rolle. Hier ein Beispiel:
Der Händler Max verkauft Büromaterialien. Er möchte, dass sein Webshop bei Google gut sichtbar ist. Dabei ergeben sich mehrere wichtige Fragen:
1. What products does he have in his assortment?
2. What keywords do users use on Google when searching for the products Max offers?
3. What competitors appear when entering this keyword?
4. In what configurations could these so-called keywords be used in longer search queries (e.g., long-tail)? Keywords used in longer search queries (e.g. Long-Tail)?
In what configurations could these so-called keywords be used in longer search queries (e.g., long-tail)?
1. Max offers notebooks and fountain pens.
2. Der erste Schritt der Keyword Research beginnt hier: Suchen potenzielle Kunden nach „Notizblöcke online kaufen“, „günstige Notizblöcke“, oder vielleicht nach „Notizblöcke im Angebot“? Wie hoch sind die jeweiligen Suchvolumina dieser Begriffe?
3. When you enter "buy notebooks online" on Google, which websites appear on the first 5 or 10 search result pages?
Are there other situations in which users combine the keyword "notebook" with other terms? For example: "notebook full," "notebooks for meetings"? These would be examples of long-tail keywords.
The answers to these questions determine how Max's webshop should be set up to cover as many keywords and keyword combinations as possible. The goal is to rank in the top 10 or even top 5 search results for as many keywords as possible.
Keyword Research: Tools
Die Keyword Research beantwortet zentrale Fragen wie: Welche Keywords geben Nutzer tatsächlich im Zusammenhang mit einem Produkt ein? Wie oft werden diese Keywords pro Monat gesucht? Und welche Konkurrenz gibt es für diese Suchbegriffe? Für eine erfolgreiche search engine optimization (SEO), ist es entscheidend, diese Fragen richtig zu beantworten. Nachfolgend findest du eine Auswahl an Tools, die die Keyword Research erleichtern können:
. Google Ads Keyword Planner
Google Ads provides a free tool that allows you to analyze various keyword phrases, even without having your own Google Ads account: https://Google Ads.google.de/keywordplanner You can enter search terms or websites for analysis. The Keyword Planner shows an estimated monthly search volume and potential click prices. For more information, check out the Google Ads Keyword Planner.
· Google Suggest
Google Suggest is a function of the Google search engine that suggests frequently searched terms in the auto-completion of the search bar.
· AnswerThePublic
The free tool "AnswerThePublic" collects questions and phrases that users often enter into search engines and presents them in a clear format:AnswerThePublic“ sammelt Fragen und Phrasen, die Nutzer oft in Suchmaschinen eingeben, und stellt diese übersichtlich dar: https://answerthepublic.com.
· keywordtool.io
The website keywordtool.io offers an extended version of Google Suggest. The results are more detailed and often provide more precise suggestions. https://www.keywordtool.io.
Keyword – OnPage
The on-page aspect involves making it clear to the search engine that a specific webpage focuses on a particular keyword. The goal is to position this page as effectively as possible for the corresponding keyword.
One effective method to achieve this is through the use of meta tags and alt tags in images. These tags provide the opportunity to strategically integrate the keyword and its synonyms.
The main content of the page is essential for the relevance of a website to a specific keyword. The keyword and its variations should be clearly visible here. The content should provide genuine value to the reader and ideally be unique, meaning it should not be available on other domains. It’s also important to consider the main context of the keyword. Google is capable of recognizing whether a page only offers general information or provides deeper and more valuable content.
Keyword – OffPage
In the OffPage area, keywords play a role concerning the anchor text (also known as link text or anchor text). The anchor text of a hyperlink signals to Google which keyword is associated with the linked page.
This is a significant technique in search engine optimization (SEO) and link building.
However, excessive or "spammy" use of anchor texts can lead to penalties. Therefore, it is important not to use only money keywords in backlinks.
Keyword – Google Ads
Keywords have special significance for Google Ads. The cost of Google Ads campaigns is based on a bidding system. The more companies are willing to pay for a keyword, the higher the actual click price. The monthly search volume of the keyword also plays a central role. For general Search Engine Advertising (SEA), the search volume of a keyword is crucial.
Keyword: Visibility Index, Ranking
Sichtbarkeitsindizes, wie sie von Sistrix or Xovi verwendet werden, analysieren die häufigsten und wichtigsten Keywords beispielsweise für Deutschland. Basierend auf diesen Keywords wird ein Ranking für einzelne Webseiten oder Unterseiten ermittelt.
You might also be interested in:
Swiss Helden: Your Partner for Professional and Reliable Online Marketing
Swiss Helden steht für umfassende und erstklassige SEO-Dienste, Web Development and Social Media Marketing. Wir helfen Ihnen, Ihre Webseite für die richtigen Keywords zu optimieren und dadurch Ihre Sichtbarkeit in den Suchmaschinen zu verbessern. Ob Keyword Research, OnPage-Optimierung or Linkbuilding – wir bieten massgeschneiderte Lösungen, die perfekt auf Ihre Bedürfnisse abgestimmt sind.
Additionally, Swiss Helden supports web design, Google Ads, and social media campaigns to optimally position your brand in the digital space. Our experts work professionally and reliably to strengthen your online presence, whether through optimized websites, targeted ads, or strategic social media management.
With Swiss Helden, you gain a partner focused on your success. We help you stay competent, transparent, and up-to-date with the latest technology.
Get a Quote from Swiss Helden Here:
Conclusion
Die Keyword Research and Optimierung sind essenzielle Bestandteile jeder erfolgreichen SEO-Strategie. Durch die richtige Wahl von Short-Tail- and Long-Tail-Keywords, das Verwenden von Synonymen sowie die Vermeidung von Blackhat-Techniken wie Keyword-Stuffing, kann eine Webseite nicht nur ihre Sichtbarkeit verbessern, sondern auch die Target Audience präzise ansprechen. Tools wie der Google Ads Keyword Planer, Ubersuggest and keywordtool.io helfen, die besten Keywords zu finden und die Konkurrenz zu analysieren. Letztlich führt eine strategische Keyword-Integration, die Mehrwert bietet, zu besseren Rankings und höherem Traffic – und somit zu langfristigem Erfolg.
FAQs:
1. How often should a keyword appear on a page to rank well without keyword stuffing?
There is no rule of thumb for how often a keyword should appear on a page to rank well. The key is to use the keyword naturally and meaningfully within the text without repeating it artificially. In search engine optimization (SEO), a keyword density of around 1-3% is often mentioned. However, it's crucial that the content appears natural and provides value to the reader. Google can now easily identify whether a text is written naturally or if there is excessive use of a keyword. A helpful strategy is to place the main keyword at strategically important spots, such as the title, headings, and the first paragraph, and also use synonyms and related terms.
2. How do I find the best long-tail keywords for my website?
Um die besten Long-Tail-Keywords zu finden, kannst du verschiedene Tools und Methoden nutzen. Tools wie Google Suggest, AnswerThePublic or Ubersuggest bieten eine Vielzahl von Vorschlägen für Long-Tail-Suchbegriffe, die häufig von Nutzern eingegeben werden. Eine weitere Methode ist die Analyse der Konkurrenz: Schaue dir an, für welche Long-Tail-Keywords ähnliche Webseiten gut ranken und versuche, für diese Begriffe relevanten und wertvollen Content zu erstellen. Ein wichtiger Tipp: Achte darauf, dass deine Long-Tail-Keywords nicht nur Suchvolumen haben, sondern auch eine klare Suchintention widerspiegeln. Nutzer, die lange und spezifische Suchanfragen eingeben, haben meist eine gezielte Absicht, und das solltest du mit deinem Content adressieren.
3. Why are synonyms and related terms important for SEO?
Synonyms and related terms are important because they help make the content more natural and diverse. Google uses algorithms like Latent Semantic Indexing (LSI) to better understand the thematic context of keywords and texts. If you use only one keyword repeatedly, the text can appear useless and unnatural, which can lead to a lower ranking. Synonyms and related terms allow you to make the text more engaging while expanding the thematic context of the main keyword. This not only improves the ranking but also provides genuine value to readers by making the content more comprehensive.
4. How do I know if my keywords are targeting the right audience?
Um sicherzustellen, dass deine Keywords die richtige Zielgruppe ansprechen, solltest du dich intensiv mit der Suchintention deiner Nutzer auseinandersetzen. Stelle dir Fragen wie: «Welche Probleme versucht meine Zielgruppe zu lösen?» oder «Nach welchen spezifischen Produkten oder Informationen sucht meine Zielgruppe?» Du kannst auch Tools wie Google Analytics or Google Search Console verwenden, um zu analysieren, welche Keywords bereits Nutzer auf deine Seite bringen und wie gut diese Nutzer mit deinem Content interagieren (z. B. durch Verweildauer oder Absprungrate). Wenn du siehst, dass bestimmte Keywords viele Besucher bringen, aber diese schnell abspringen, könnte das ein Hinweis darauf sein, dass das Keyword zwar Traffic bringt, aber nicht die richtige Zielgruppe anspricht. In diesem Fall musst du deine Keyword-Strategie anpassen, um besser auf die Bedürfnisse deiner Target Audience einzugehen.
5. How can I optimize my page for multiple keywords simultaneously without overloading the content?
Optimizing a page for multiple keywords is possible when the keywords are thematically connected. You can achieve this by structuring your content well and focusing each section on a specific keyword or keyword group. Use different headings and paragraphs to incorporate the keywords meaningfully, and also include long-tail keywords and synonyms. However, avoid using too many different keywords on a single page, as this can lead to keyword stuffing and negatively impact readability and the page's thematic relevance. It’s often better to create a separate subpage for each main keyword if the terms are too different, rather than combining everything on one page.
You might also be interested in:
https://swisshelden.ch/blogs/crm-trends-2024-kundenbeziehungen-staerken
https://swisshelden.ch/blogs/facebook-marketing-moeglichkeiten
English 
German