Keyword research
Also called: keyword research, keyword research or search term research
A keyword research study examines which words a company's potential customers are searching for. Tools such as the Adwords Keyword Planner can also be used to estimate how much search traffic these keywords have. Google Trends is also a valuable tool when conducting a keyword research.
A keyword research can help you determine which terms you want to be found on. In addition to finding relevant search terms and analyzing their search volume, many keyword research studies also look at which terms the competition is found on in Google.
The results of a keyword research can be used to improve web texts for better findability or to plan a campaign to advertise in search engines. By ensuring that terms are sufficiently used in the website texts and by adding the keywords to an advertising campaign.
The terms that emerge from a keyword research need not be limited to single words. Most search traffic consists of searches consisting of two or more words. In practice, it is easier to come out on top for combinations of keywords. Besides the fact that optimizing for the longtail generates more traffic, these visitors are often more interesting: a butcher's shop from Helmond has more visitors coming in via "butcher helmond" than via the search term with national competition "butcher."
