Keywords that are to be understood as search terms form the content-based basis of your SEO success.

How to do effective SEO keyword research?

Keywords that are to be understood as search terms form the content-based basis of your SEO success. The integration of the relevant search queries should, therefore, be taken into account when creating any content. For this, an extensive keyword analysis must first be carried out to find out the relevant keywords for your business.

Find the right keywords 

Every successful SEO service begins with intensive keyword research. Ultimately, it depends on what search engine users enter on Google to find products and/or services from your online business. This makes keyword research one of the most important and valuable activities in search engine optimization (SEO). For this keyword analysis, we use tools such as Ahrefs,, and many more, in addition to the Google standard keyword planner,  to ensure comprehensive research. Keyword analyzes are often part of an extensive initial analysis of your SEO potential.

Can be found on Google 

Those who rank for the right terms with their website can achieve immense success. Conversely, significant chances of success pass if no rankings are achieved for important search terms. Or worse – if the potentially most profitable keywords are simply overlooked during optimization. By the way, you can not only uncover a lot of SEO potential in SEO keyword research but also learn a lot about the behavior of potential customers and buyers. We put together keyword sets optimized for your business and assess potentials as well as the estimated effort to achieve rankings for these keywords and thus high up in the Google search results to land.

Rank for relevant keywords 

But what are the most important search terms for your company? The most searched for? Do the trend topics play a role in search queries?

In fact, search volume is important when it comes to keyword weighting. General search terms, so-called generic keywords, are usually also increasingly searched for by users. But do they also bring visitors from your target group to your website?

It should be noted: Very general search terms often lack relevance in relation to the search intent of the user. In addition, competition and competition are much higher here. Consider the following example:


A local bakery generates a large part of its turnover from the sale of rolls and would like to attract even more customers to its shop in the future through SEO. In this case, the distinction is essential.

The term would be far too general and the necessary relevance and focus would be lacking. In other words: If you are looking for “rolls”, you do not necessarily want to buy them, but maybe just looking for a recipe to bake them yourself.

The bakery should try to rank for a keyword like “bakery [big city] [district]”. In this case, local search in particular would be of immense importance.

Regardless, it is for many generic keywords also usually difficult to make the leap into the coveted first page of Google and others to create. Such keywords are often fiercely competitive and you compete with sites that already have a lot of domain trust and traffic and which search engines such as Google, therefore, place a high level of trust. Which, in turn, is rewarded with top positions.

Long-tail keywords 

Although generic search terms, as described, often have temptingly high search volumes, they only make up around 30% of all search queries performed. That is of course a good third, but 70% of all search queries are in the so-called long-tail area. This is a large variety of unique search terms that may only be entered a few times. However, if you add these together, they make up the majority of search queries worldwide.

Keywords of this type also have another advantage: They have above-average conversion rates. Why? Long-tail keywords are much more targeted than generic keywords due to the specification of the search query. The user pursues a specific goal that he tries to achieve quickly and directly with a search query that is as precise as possible. You can find out how to find your optimal long-tail keywords in our article on long-tail keyword tools.

Specific searches with specific intentions

For example, if you are looking for a Blu-ray player, you might want to find out more about technology, brands, innovations, etc. On the other hand, those who google for Blu-ray player [brand] [product name] [product number]) are very likely to be willing to buy. If the searcher lands on a website that offers the corresponding product, there is a good chance that he will also buy the item there. Here is another example:


An English-language online shop wants to increase sales of running shoes for men from the Nike brand. Keyword research has by far the highest search volume in keyword research. However, the competition for this keyword is huge – especially to get past the official website is very unlikely. The conversion rate for this keyword will also not be very high since the search intent of the searcher cannot be derived from the search query.
The agency responsible therefore decides on a long-tail strategy. It tries to place the online shop for a variety of very targeted search terms. These search terms allow a very precise assessment of the intentions of the searchers. Each search term in itself has a very small volume, but the number of possible variations is almost unlimited. This strategy also offers another advantage: The chance of a transaction using this search term is very high, because the more precise the search terms become, the higher the conversion rate.

The term “men shoes” is much more specific with less competition, but does not yet fall into the long-tail area, as would be the case, for example, “red nike running shoe men”.

Do you already have some ideas which terms might be of interest to you? Then use our specially programmed keyword tool to generate long-tail keywords from individual terms. The tool is helpful for both Google Ads and SEO, as it covers various possible combinations and creates them automatically in a matter of seconds, which you would need forever manually!

We not only support you in the search for the optimal keywords for your company, but we also help you to create SEO texts that make your page rank as good as possible.