Whether search engine advertising (SEA) or search engine optimization (SEO) - if you want your content to rank as highly as possible on Google and other search engines, you need to make sure that you have a feel for your customers and what they are looking for. This requires intensive keyword research so that you know what you need to optimize your content for and under which terms it is worth advertising. This not only gives you a better ranking on Google, but also reduces your costs with SEA.
In order to understand and implement this, you need a few simple tools and a basic understanding of how search engines work.
In this guide, we give you exactly the overview you need to start searching for the right keywords right away.
A new basic understanding of keywords - why keyword research is so important
Although this guide is more about keyword research for SEA, you shouldn't ignore its importance for SEO either. Because search engine advertising gives you a good ranking faster, but ultimately as many users as possible should find you and your content organically. After all, SEA consumes part of your budget every time and with popular keywords, even smaller items slowly add up.
First of all, it is important that you do not assume that terms with a high search volume are suitable for SEA across the board.
A term with a high search volume would be "soccer", for example, as this keyword is constantly searched for on Google. It is used briefly to search for match day summaries or as an umbrella term to search for new sports shoes for the football pitch.
A regional sports store that wants to use search engine advertising to attract new customers naturally has to work more precisely. Because the term "soccer" has a gigantic search volume, the auctions for advertising placements are correspondingly expensive. However, if the term is paired with an item of clothing, the location/region and typical sales terms such as "cheap" or "bargain", a clearer picture emerges. In order to understand this picture, it is necessary to have a persona of the future typical customer.
From thought to keyword research tool - create your own keyword list
Before you start researching online to improve your company's SEA, you first need to do some thorough brainstorming. After all, you can't conduct research without any starting points. The suggestion-based solutions that we propose also work better with the right search approach. So think about one or two keywords that you absolutely want to advertise for. You can build your research on this.
You can find a very simple tool for keyword research in Google's search suggestions. Although this is not elaborate, it is a good insight into the "mindset" of the search engine. This is because the suggestions for further searches are based on regional and local preferences, as well as the search volume. This allows you to quickly sort which terms are searched for as frequently as possible and can pre-sort relevant keywords.
A dedicated list based on the suggestions from the Google search window can be found here - so you can save yourself the trouble of making notes by hand. However, this is more to be understood as a small insight, it is even clearer and above all more detailed with Hypersuggest. Here you can not only use the functionality of Google Suggestions (in different languages), but also improve your keywords with W questions, test images or Amazon offers for your keywords and browse for hashtags on Instagram and current Google trends in the news.
It is precisely this precise and comprehensive all-round view that you need to be able to place your advertising in a truly targeted manner.
However, not all keywords are suitable for really improving your search engine advertising. In fact, you can even put yourself in a fat trap if you can't properly evaluate your research.
Find keywords that match the user's needs
Keywords are divided into two different categories: information-oriented and transaction-oriented. The more precise the long-tail keywords are, the easier it is to assign them to one or the other category.
Information-oriented keywords such as "Definition Marketing Automation" are a great opportunity for you to refer users to your site via SEA and even generate qualified leads. Users can view information here without a fixed intention to buy on travel destinations, for presentations, out of technical interest or simply out of boredom. The motives for an information-oriented search are diverse. Accordingly, you should not expect a high conversion rate when placing an ad.
In contrast, searching for transaction-oriented keywords, such as "marketing automation comparison", works differently for customers. The focus here is on comparing different products in a category or comparing prices/shipping times/scope of service. The conversion rate is generally higher here, which means that good advertising placement can generate quick sales.
This distinction makes transaction-oriented keywords fundamentally more important for keyword research in SEA. However, this does not, of course, rule out long-term advertising campaigns for information-oriented searches. For image campaigns in particular, it is important that customers perceive you not just as a provider of the product they are looking for, but as a complete solution and as a brand that provides comprehensive answers.
Flesh out SEA keyword research with the Keyword Planner
However, even the best keyword research can reach its limits when users' habits change. This is exactly where Google's Keyword Planner comes into play. This not only helps to create a list of relevant keywords, but also suggests possible CPC bids.
The Keyword Planner works for Google and YouTube and allows you to combine research and planning. It also gives you an initial insight into the required budget and allows you to adjust the most important parameters if necessary.
The right research improves your ranking for SEA and SEO
SEO and SEA and the methods used to find the most important search terms for both online marketing methods go hand in hand. Keyword research is always a bit of intelligence work too.
You need to know what your customers are searching for, even if they are perhaps deliberately not doing so themselves. You need to be a bit ahead of current trends and anticipate seasonal movements. After all, you don't want to be present after your customers have already searched for you.
In order to stay ahead of your competitors not only in the rankings, but also in terms of time, you need to understand basic keyword research for SEA as an essential part of your digital marketing and be able to recognize Google trends. If you reach the right searchers, they will come to your site and stay there, sign up for your newsletter or make a purchase directly. Over time, you can improve both your ranking results in paid search and organically.
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