Keyword research

For an SEO and SEA specialist at Convident, the online marketing process always starts with extensive keyword research. By doing so, our online marketers analyze various factors related to search terms. For example, we look at the search volume and the relevance of keywords. But what else is involved and why is keyword research so important?

What is keyword research?

Keyword research is a thorough analysis of the search terms that your target group(s) search for. When internet users want to know or look up something, they usually open the internet, Google. The user then types what he is looking for in the search bar and the search engine’s algorithm starts looking for it. Many different search terms and relevant terms apply to your entered keyword. When internet users or potential customers search for terms that are relevant to your products or services, you want to appear with your website or webshop. These internet users search for relevant search terms for your products, so they have a wish or need for this.

With every trajectory, we start with keyword research.

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Different types of keywords

We have just seen that there are different types of keywords. One keyword is short and general and the other keyword is long and specific. The type of keyword you should use depends on a number of factors. For SEA specialists it is very important to determine what kind of keyword to use. SEA specialists develop advertisements and link them to a specific type of keyword. If this keyword is broad, the advertisement will be linked to multiple keywords. And so the ad will be shown a lot more often. If you only want to target one specific keyword with your advertisement, the SEA specialist will have to choose an exact keyword for his advertisement.

We explain the different types of keywords and give examples when you can use them.

Exact keywords are very specific.

Keyword research

Phrases (long tail)

When a keyword is specified as a phrase within Google Ads, this means that an ad is triggered when typing the exact keyword and phrases that are very similar. We again take the same example as before. Suppose as an entrepreneur you sell red jackets and you develop an advertisement with the linked phrase ‘buy red jacket’. When an internet user searches for the exact keyword ‘buy a red jacket’, your ad shows up. But also when an internet user searches for a related phrase, such as ‘buy jacket red’, your ad shows again.

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“A keyword research provides more insight into your target group and company”

Experience is needed to set the right shorttail keywords.

Modified keywords

One way to eliminate the risk of broad match keywords is to use modified keywords. With these keywords, you indicate to Google Ads that certain words must be within your keywords if you want your web page to appear in the search engine results. You indicate this in Google Ads by placing a plus sign in front of the modified keyword. Suppose you are an entrepreneur and enter the following modified keyword for your advertisement: ‘+buy red coat’. Only internet users who are specifically looking for a red jacket will see your ad because ‘red’ is preceded by a plus sign. The ad will therefore only appear with Google Ads if the search term contains the word ‘red’.

Your ad will not be shown due to a negative keyword.

“In the introductory meeting, we discuss our findings from the keyword research.”

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Which keywords do you use?

Which keywords you should use strongly depends on your target group(s). Try to find out the search behavior of your target group(s) using tools and programs such as keyword planner. Of course, keywords with a high average monthly search volume and low competition level seem very attractive. It is good to use keywords with a high search volume but always think about the relevance. A broad match has a high search volume, but it may be too general and therefore not relevant to your business.

Look at your target group, company, market, and competitors.

Why is keyword research important?

Keyword research is the starting point of an SEO or SEA process at Convident. Without keyword research, our online marketers do not know exactly where your target group(s) are looking. If we do not know where your target group(s) are looking, we cannot develop strong SEO texts to score high in Google.

Of course, there are standard search terms that are clearly relevant to your business. But often new search terms are found in Google or the keyword planner that is slightly more specific for your products or services. By means of keyword research, we find out search terms that you may not have thought of yourself. Moreover, internet users sometimes use search terms that you would not have expected yourself, with keyword research we find out about these search terms.

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Curious about the doors that keyword research opens for your business? Let one of our online marketers perform free keyword research for your website or webshop! Then drop by the office for a cup of coffee and a good conversation about possible online marketing opportunities.

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