Keyword Analysis and Understanding Search Behavior

An essential part of any effective SEO strategy is understanding which keywords your potential customers use and how their search behavior looks. In this article, we dive into how to identify the right keywords, understand search intent and search patterns, and select the right tools for your SEO efforts.

This article on keywords and keyword analysis is the 2nd part of our comprehensive SEO guide, covering all aspects of SEO.

Keyword Analysis

You might be wondering: What is a keyword analysis?

Keyword analysis is the foundation of any SEO strategy and therefore a must in an SEO guide.

It involves identifying the words and phrases your potential customers use when searching for the products or services you offer.

By understanding which keywords are relevant to your target audience, you can optimize your content and website to match user search intent. This increases the chances that they will find and choose your site when searching on Google or other search engines.

A well-executed keyword analysis helps you create targeted content that attracts organic traffic and improves your ranking in search results.

How Do I Start a Keyword Analysis?

To start a keyword analysis, begin by identifying the topics and key terms relevant to your business.

Consider what your customers typically search for and what questions they ask when looking for solutions to the problems your products or services can solve. Start by brainstorming a list of potential keywords and phrases related to your industry, your products, and your customers' needs.

Once you have a basic list, expand it by considering synonyms and related search terms. It’s also important to think about different search intents, such as informational, navigational, or transactional searches. For example, a user searching for "how to choose the best coffee machine" may be looking for information and comparisons, while a user searching for "cheap coffee machine online" is ready to make a purchase.

Search Behavior and Search Intent

To fully understand and utilize search optimization, it’s crucial to know the various ways people search and their intentions behind those searches. Search behavior can vary significantly, which is where concepts like search intent and search patterns come into play.

There are primarily four types of search intent:

Navigational Searches

Users entering a specific web address or brand name in the search bar typically have navigational intent. Their goal is to find a particular website, webshop, or application, making precise matches and brand awareness critical to being found by these users.

• Example 1: A user enters "Netflix login" into Google to quickly find the login page for a streaming service.
• Example 2: A customer searches for "H&M return portal" to locate the exact page for returning their items.

Informational Searches

These searches are conducted by users looking for information or answers to specific questions. Informational searches can often be identified by keywords such as "how," "what," or "why." Content quality and relevance play a significant role in meeting the user’s needs.

• Example 1: A potential customer searches for "what is the fastest car?" expecting to find comparisons and recommendations.
• Example 2: A shopper enters "how to choose the right shoe size online?" to get guidance before making a purchase in a webshop.

Transactional Searches

Users ready to take action, such as purchasing a product, signing up for a service, or downloading an app, often perform transactional searches. They use keywords related to actions such as "buy," "order," "sign up," or "download."

• Example 1: A customer searches for "buy MacBook Pro" to find the best retailer or deal.
• Example 2: A user enters "sign up for newsletter" to quickly find and join an email list.

Commercial Investigation Searches

These searches fall between informational and transactional searches. Users conducting these searches intend to make a purchase but first want to compare options thoroughly. Keywords like "best," "review," or "cheapest" are typical here.

• Example 1: A consumer searches for "best antivirus software 2024" to compare products and choose the most suitable solution.
• Example 2: A customer enters "Samsung Galaxy vs iPhone comparison" to decide which phone to buy based on features and price.

Tailoring Keywords

These varied search intents highlight the importance of customizing your SEO strategy to match the target audience's behavior and needs. By analyzing search behavior across platforms and formats, including webshops, SaaS platforms, and traditional websites, you can adapt your content and user experience to meet users’ intentions, improving conversion and engagement opportunities.

How Do I Find Keywords?

There are several ways to find relevant keywords. One of the most effective methods is to analyze your competitors' websites.

Look at which keywords they rank highly for and identify gaps where you can fill a need they don’t address.

You can also use Google’s autocomplete feature to see which keywords automatically appear when you start typing a search. This provides insights into what other users are searching for.

Another technique is to analyze the search engine results pages (SERPs) to see which types of content rank highly for your targeted keywords.
If there are many lists and guides, it may indicate that users want comparisons and in-depth information.

Additionally, consider using long-tail keywords, which are longer and more specific phrases. While they may not generate as much search traffic, they often lead to higher conversion rates because they are more targeted.

What Tools Can I Use?

Many tools can help you perform thorough keyword analysis. Here are some of the most popular:

• Google Keyword Planner
  • This free tool from Google is designed for AdWords campaigns but is also very useful for discovering new keywords and estimating search volume and competition.
• Ahrefs
  • Ahrefs is a powerful SEO tool offering comprehensive keyword analysis, including competitor analysis, backlink profiles, and keyword suggestions. It’s ideal for those seeking in-depth insights into their SEO strategy.
• SEMrush
  • SEMrush is a versatile tool that allows you to analyze keywords, monitor competitors, and even discover new opportunities for paid search. It’s perfect for those looking for an all-in-one solution.
• Ubersuggest
  • Ubersuggest, developed by Neil Patel, is a free tool that provides simple and user-friendly keyword suggestions, as well as insights into competition and search volume.
• Morningscore
  • This Danish tool offers an easy-to-understand platform for analyzing keywords, tracking rankings, and monitoring your SEO performance.

Important Considerations During Keyword Analysis

When conducting a keyword analysis, consider both search volume and competition.
High-volume keywords can attract a lot of traffic but are often more competitive. Therefore, it can be a good idea to include a mix of high-volume and long-tail keywords in your strategy.
Long-tail keywords typically have less competition and can often lead to higher conversion rates as they are more specific and targeted.

Additionally, you should continuously monitor and adjust your keywords as your industry evolves and user behavior changes.

Keyword analysis isn’t a one-time task; it’s an ongoing process that requires regular updates to ensure your SEO strategy remains relevant and effective.

How Do I Use My Keywords Effectively?

Effectively using your keywords is key to improving your SEO strategy and achieving better rankings on search engines like Google. This involves strategically placing keywords throughout your content without overstuffing the text, making it appear unnatural or over-optimized.

For the best results, ensure your primary keywords appear in critical areas such as titles, headings (H1, H2, etc.), meta descriptions, and URLs.

Your keywords should also be naturally integrated into the body text, particularly within the first 100 words of your content. Avoid overdoing it; a good rule of thumb is to maintain a keyword density of 1-2%, meaning the keyword should appear 1-2 times per 100 words.

In addition to primary keywords, use related keywords and synonyms. This helps make your content more varied and natural for readers while increasing your chances of ranking for different searches. Remember, Google rewards well-written content that provides value to users, so your focus should always be on quality over quantity.

Finally, avoid ‘keyword stuffing,’ where keywords are used excessively and unnaturally. This can lead to penalties from search engines, harming your ranking. Instead, aim for a natural and balanced use of keywords that enhances the reader's experience while optimizing your site for search engines.

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