How to do a keyword analysis: A guide for beginners - Part 3

Keyword analysis is an important part of search engine optimisation (SEO) and helps to reach the right audience online. It involves identifying and understanding what terms and phrases your audience uses when searching online for products, services or information. It involves finding relevant search terms and assessing their competition to select effective keywords for your business.

By focusing on the right keywords, you increase your visibility in search engine results and attract more relevant traffic. This results in better user engagement and higher conversion rates. An effective keyword analysis allows you to adapt your content and digital strategy to better meet the needs and interests of your target audience.

Basic principles of keyword analysis

When starting your keyword analysis, it is important to understand your target audience's search behaviour and how this affects your online presence. The better you understand their search patterns, the more effectively you can optimise your website and attract relevant traffic. This is a key part of creating a successful digital strategy and ensuring that you reach those who are looking for what you offer. Take the time to conduct a thorough keyword analysis and create a solid foundation for your online presence.

What is a keyword analysis and why is it important?

Keyword analysis is a central part of digital marketing strategy. It involves identifying and analysing the specific words and phrases that people use when searching for information, products or services on search engines such as Google. This gives you insights into your target audience's online behaviour.

A thorough keyword analysis allows you to create content that directly appeals to your target audience. It helps you understand what your audience is really looking for and what problems they are trying to solve. By offering relevant and high-quality content that responds to their needs, you can build trust and strengthen your digital presence.

However, it is not only about understanding your target audience better. It is also a strategic component to improve your website's ranking in the search engines. By using the right keywords in the right way, you can increase your visibility in search results and attract more organic traffic to your website. This can translate into increased conversion and growth for your online business.

To summarise, a keyword analysis is a fundamental and powerful method to reach your target audience, offer valuable content and improve your online visibility. It's an investment that can pay off in the form of increased traffic and more potential customers.

How to find ideas for keywords

Finding the most appropriate keywords requires both creativity and careful research. It involves identifying the exact words and phrases that your target audience uses when searching for information or products online. By systematically exploring different sources and using different tools, you can compile a comprehensive list of relevant keywords. These keywords will help your website appear higher in search results and attract the right visitors. Below we go through some effective strategies for generating keyword ideas.

1. brainstorm

When you start looking for the best possible keywords, you can start by 'brainstorming'. This is simply a matter of listing basic terms and phrases that are relevant to your business or niche. These initial keywords will serve as your starting point for further research.

For example, if you run a flower shop, you can start with obvious terms like 'flowers' or 'flower arrangements'. But don't forget to think more broadly. Take a look around your shop and think about the different types of flowers. These could be terms like 'roses', 'tulips', 'lilies' and 'orchids'. By brainstorming and exploring different angles, you can build a comprehensive list of possible keywords. These keywords will be fundamental to your digital marketing strategy and help you reach your target audience online.

2. see which keywords your competitors are ranking for

In your endeavour to develop an effective keyword strategy, it is wise to benefit from the experience of your competitors. You can compare it to getting valuable guidance from those who have gone before you. For example, if you run an online store that specialises in handmade jewellery, you can start by reviewing your competitors' websites and analysing which keywords they have chosen to focus on. By doing this, you can discover relevant terms that can be used to attract potential customers to your site.

A useful tool in this process is the use of SEO software that can analyse your competitors' websites and show which keywords they rank highly for. By utilising these insights, you can shape your own strategy to increase your online visibility. By taking advantage of the work your competitors have already done, you can save time and resources while increasing your chances of success.

3. Use keyword tools

Take advantage of keyword tools for deeper insights To take your keyword strategy to the next level, it is crucial to use powerful keyword research tools. One of the most useful tools is Google's Keyword Planner. By using such tools, you can not only get information on the search volume for different keywords, but also gain an insight into the level of competition and other important metrics that can influence your digital marketing strategy.

Let's say you run an online store that sells exercise equipment. Using Google's Keyword Planner, you can explore which keywords are most sought after in your niche. You may find that terms like "dumbbells", "exercise machines" and "cardio" have high search volume, but also high competition. On the other hand, terms like 'home workouts', 'body weight exercises' and 'exercise routines for beginners' may have slightly lower search volume but less competition.

By using keyword tools, you can make informed decisions about which keywords to focus on and how to adapt your strategy to best reach your target audience. It is a powerful tool that can guide you towards success in the digital world.

4. Study your niche

To truly succeed with your keyword strategy, it is crucial that you not only know your niche but also understand your target audience in detail. An effective way to achieve this is to actively participate in various online platforms where your target audience gathers.

Let's say you run a healthy lifestyle blog. By engaging in wellness forums, following related topics on social media and participating in discussions on health and wellness platforms, you can gain insights into what your target audience is really interested in. You may find that they are particularly interested in topics such as 'sustainable diets', 'effective exercise routines' and 'mental wellbeing'. These insights can help you target your keyword strategy more precisely and create content that really appeals to your audience.

By immersing yourself in your niche and actively engaging online, you can build stronger relationships with your target audience and create content that truly meets their needs. It's a powerful way to strengthen your digital presence.

How to analyse keywords

Once you've gathered a list of potential keywords, it's time to delve into the analysis phase to determine their exact value and how they can impact your digital presence. Here are some important aspects to consider when analysing keywords:

1. Search volume

Search volumes give you insight into how often a specific keyword is searched for by users. It is an important metric that helps you assess the demand for that particular keyword. The higher the search volumes, the greater the potential to reach a wider audience.

Traffic potential

Traffic potential is an indicator of how much visitor traffic you can expect if your website ranks highly for a specific keyword. It is important to identify keywords with high traffic potential to maximise your website's traffic.

Keyword difficulties

Keyword difficulty means how challenging it is to rank for a particular keyword in the search engines. It is a critical factor to consider because ranking for highly competitive keywords can be a challenge, while less competitive keywords may offer better opportunities to rank highly.

Cost Per Click (CPC)

CPC is a term used in paid search and gives you an idea of the value of a keyword. The higher the CPC, the more valuable the keyword is considered to be in terms of attracting adverts from advertisers.

How to effectively use keywords in your SEO strategy

Once you have chosen the relevant keywords for your website, it is time to take the next step and integrate them into your web content and SEO strategies. Here are some important steps to follow:

1. Identify the parent topic

For each keyword, it is important to determine what overall topic or mother topic it is linked to. This will help you to create more focused and relevant content tailored to the needs and interests of your target audience. By organising your keywords into parent topics, you can create a clear structure for your web content and make it easier for search engines to understand your website.

2. Understand the search intention

It is crucial to understand the search intent behind each keyword. What are users looking for when they search for this specific keyword? By analysing the search intent, you can create content that truly meets users' needs and expectations. This means you need to create content that is informative, relevant and engaging for your visitors.

How to prioritise keywords

Choosing the right keywords to focus on is a critical component of your SEO strategy to improve your website's visibility and reach your target audience. Here are some steps you can take to make this even more successful:

Matching terms

o increase your keyword list's reach and relevance, consider using matching terms. These are terms that are similar to your main keywords but may be slightly different. For example, if your main keyword is "digital marketing," matching terms might include "online marketing" or "digital advertising." By including these terms in your strategy, you can attract a wider audience and cover different search behaviours.

Related terms

To capture an even broader set of searches and meet different user needs, it is also important to include related terms in your keyword strategy. These terms are closely linked to your main keywords and can be synonyms or variants. By including both main keywords and related terms in your content, you can increase your chance of ranking high in search results and attracting more traffic.

Valuable resources for conducting keyword analysis

When it comes to conducting keyword analysis, there are several useful resources available to help you optimise your SEO strategy and improve your website's visibility. Here are some of the most reliable and useful tools:

Google Keyword Planner

Google Keyword Planner is a free tool that offers deep insights into search volume and competition for different keywords. With this tool, you can identify the most relevant and sought-after keywords for your website and create a strategy aimed at ranking high in search results.

Ahrefs for competitor analysis

Ahrefs is a powerful tool that not only helps you analyse your own website but also gives you a detailed insight into what keywords your competitors are ranking for. By examining your competitors' strategies, you can identify opportunities and gaps in your own SEO strategy. This allows you to adapt your content production and keyword selection to increase your online visibility.


Performing keyword research is a critical component of any successful SEO strategy. It helps you understand your target audience, compete effectively, and create content that engages and converts. By using the right tools and methods, you can discover the most valuable keywords for your brand and ensure your content reaches the right audience.

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