Here’s how to carry out a good keyword analysis

You want to be found more easily on Google, but where do you start? People use Google every day to find answers to their questions and meet their needs. If you understand which search terms they use, you’ll lay the foundations for strong online visibility. By following these steps, you’ll gain an understanding of your target audience’s search behaviour and build a well-thought-out keywordanalyse.

Step 1 – Identify your starting point using 10 keywords

Imagine a customer and put yourself in their shoes. Why is this person searching online? What are they hoping to find? Without thinking too long, write down the first ten words or phrases that spring to mind. Think of terms such as ‘reliable plumber in Haarlem’ or ‘best ergonomic office furniture’. These are your starting points – rough ideas that you’ll build on later.

Please note: don’t use jargon; instead, use the words your customer would use themselves. That is the basis of any effective keyword analysis.

Step 2 – Expand your list with smart tools

Use a keyword tool to turn your initial ideas into a comprehensive list. We use several tools, such as Google Keyword Planner, Ubersuggest and Ahrefs, to gather valuable data. These tools provide you with hundreds of suggestions – ranging from broad keywords to so-called long-tail keywords (multi-word search queries).

The top 10 list you’ve just compiled often contains general terms with high search volume and a lot of competition. Long-tail keywords such as ‘wooden garden furniture for small balconies’ are more specific. They attract visitors who know exactly what they’re looking for and often offer a higher conversion rate with less competition. By 2025, it will be truer than ever that relevance trumps sheer volume.

Step 3 – Select your best keywords

You now have a huge list of search terms. It’s time to narrow it down. Look at search volume, competition level and relevance. Especially if your website doesn’t have much authority yet, focus on keywords with low to medium competition. Tools often provide a score: the higher the score, the more effort you’ll need to put in to rank highly.

A good keyword analysis is therefore also realistic. Focus on keywords that are already likely to yield results. Distinguish between the short and long term: which keywords will deliver quick results, and which ones will have strategic value in six months’ or a year’s time?

Please note: SEO is not a sprint but a marathon. Those who work consistently on their keyword strategy now will reap the rewards later. Develop a system to monitor rankings on a monthly basis, or seek support from experts.

Step 4 – Understand the search intent

Keywords are only valuable if you understand why people use them. Every search query has an intention: informational, navigational, commercial or transactional. Someone searching for ‘what is a slow juicer’ is in the research phase. Anyone searching for ‘Philips slow juicer offer’ is almost ready to buy.

Map out your target audience’s customer journey. What steps does someone go through before becoming a customer? And which keywords correspond to those stages? By grouping keywords by intent, you can create targeted content – from blogs and guides to product pages – that perfectly matches the stage your visitor is at in their journey.

Step 5 – Use your keywords strategically

Now the real work begins. Incorporate your chosen keywords into the structure of your website in a logical and natural way. Rewrite existing pages where necessary and add new content. Think of landing pages, product descriptions, blog articles or frequently asked questions. Strike the right balance: don’t write for Google, but for your visitors.

Use one main keyword per page, combined with supporting terms. Pay attention to titles, subheadings, meta descriptions and internal links. This is how you build a solid SEO structure. A good technical foundation helps with this.

Step 6 – Keep optimising and analysing

Keyword analysis is not a one-off task. Trends change, competitors are constantly evolving, and your product range is growing too. Schedule a new analysis every quarter. Look at what’s performing well, what’s lagging behind, and what opportunities exist in your market. Explore new topics, analyse your competition and continue to respond intelligently to your target audience’s behaviour.

Tools such as Google Search Console and Looker Studio help you stay on top of things. Are you stuck? Or would you prefer to outsource this process to experienced professionals? Get in touch– we’re happy to help you find a solution.

Keyword analysis is at the heart of your online visibility. Whether you’re working on SEO, Google Ads or content marketing, it all starts with insight. Do you want to take your analysis to the next level? SEO Ninja is here to help.