Keyword research: The best strategies for your SEO

From short tail to long tail: What are keywords anyway?

Keywords are the terms or phrases that users enter into search engines like Google to find information. They are the link between what users are looking for and the content you offer. It is therefore essential to use exactly the terms that your target group is actually looking for. But not every keyword is the same. Basically, we differentiate between short tail and long tail keywords. Short tail keywords are very general, often only one to two words long, such as “shoes” or “SEO.” They have a high search volume but are also extremely competitive. If you try to rank for such terms, you're competing against countless big players such as Amazon, Zalando or Wikipedia & Co.

Long-tail keywords, on the other hand, are more specific, often consist of three or more words and reflect a clearer search intent, for example “SEO agency for online shops in Berlin” or “buy vegan leather shoes for women.” Although these keywords have a lower search volume, competition is lower and the conversion rate is usually higher, as users who enter such specific terms usually know pretty much exactly what they want. With a well-thought-out long-tail strategy, you can attract targeted traffic from users who are highly likely to convert, i.e. buy, sign up or contact. That is why long-tail keywords are of enormous value, especially for small and medium-sized websites.

However, you should always consider both types when researching. Short tail keywords give you a good feel for the topic, long tail keywords provide you with concrete approaches for your content. Our tip at this point: Tools such as Google Keyword Planner, Google Trends or specialized keyword research tools help you find the right combinations.

Difference: Focus keywords, secondary keywords and keyword combinations

Another important point is the distinction between focus keywords and secondary keywords. The focus keyword is the central term for which you optimize a specific page or article. It's at the center of your keyword strategy for that URL. Secondary keywords, on the other hand, are related terms, synonyms, or terms from the same subject area that semantically enrich the text and help the search engine understand the context better. So let's say you're optimizing a blog article about “children's toys.” In this case, the focus could be keyword “children's toys wood”, while secondary keywords such as “sustainable children's toys” or “toy wood” expand the text thematically.

Keyword combinations are particularly exciting when you target so-called long-tail keywords. This involves combining several terms in order to answer very specific search queries, such as: “natural toys 3 to 5 years” or “cleaning wooden toys”. Such combinations are extremely valuable because, on the one hand, they have less competition and, on the other hand, the search intent is much clearer. In practice, this means that every page and article on your website should have exactly one focus keyword, supplemented by a strategically chosen selection of secondary keywords and keyword combinations. In this way, you ensure that your content is relevant and is also correctly ranked by Google at the same time.

Start your keyword research: Understanding target groups & who is actually looking for what online?

A common mistake is to only think from your own company perspective: “What do we offer? “But the better approach is: “What problems does my customer want to solve? What questions does he ask Google? “This is exactly where the best keyword ideas come from, because users are looking for solutions, not products. Instead of “CRM software,” many are looking for “how do I manage my customer contacts efficiently.” A keyword analysis should therefore always start with an analysis of your target group. For example, use customer feedback, support requests, forums, or even tools like AnswerThePublic to find out what questions users are really asking themselves. The more precisely you understand the search intent, the more specifically you can identify long-tail keywords that not only bring traffic but also convert.

It is also worthwhile to develop different personas, for example beginners vs. advanced or decision makers vs. users. For each type, there are different search trends, content and keyword combinations. This allows you to strategically build your keyword list and tailor your content.

Identify search intent: informational, navigational, transactional

One of the most important principles of modern keyword research is also taking search intent into account. In fact, Google is increasingly becoming an answer engine. The search engine doesn't just want to match Laos terms, but also provides real solutions and evaluates your content based on how well it matches the user's search intent. Basically, a distinction is made between three main types of search intent:

1. Informational: The user is looking for information, such as “What is a long-tail keyword? “or “Keyword Research Guide.”
2. Navigational: The user wants to find a specific page, such as “SEO Galaxy Blog” or “Google Keyword Planner.”
3. Transactional: The user wants to buy something or carry out an action, such as “Buy Keyword Tool” or “SEO Agency Berlin.”

There are also hybrid forms, such as “best keyword tools for free,” a term that is both information-oriented and transaction-oriented. In any case, however, every text on your website should be clearly focused on one or at most two of these intentions. This helps Google to classify and thus ensures better rankings. For example, when someone searches for “keyword list for online marketing campaigns,” they don't expect advertising, but a specific overview or even a finished download. Our tip is therefore: Assign an intention to each keyword in your research phase. Use tools such as Ubersuggest, Semrush or Google Keyword Planner to see how pages are currently ranking for specific terms and what content is offered there. This allows you to tailor your texts exactly to what Google and users really expect.

Competitor keyword analysis: What works for others?

If you want to be successful in SEO, you should also know who you are up against. Analyzing competitors is therefore an integral part of every professional keyword strategy. With the right competitor analysis, you can see which terms your competitors rank for, how their content is structured and where there are opportunities for your own site. Modern tools such as Semrush, Ahrefs or Sistrix make it particularly easy for you: You simply enter a competitor's domain and get an overview of their top rankings, keyword strategies and traffic estimates. The following are particularly exciting here:

• Which keywords bring in the most traffic?
• Which landing pages are particularly successful?
• Which keywords were obviously neglected?

This is how you identify gaps, i.e. terms that are relevant but are not yet being optimally served. These are exactly your entry points. You might even have better content, more expertise, or an innovative product. So you'll get the best results if you analyze several competitors and compare their keyword sets. This can also be used to derive a so-called opportunity score, i.e. how attractive a keyword is in relation to competition and potential. You can use this data for yourself to position your own content in a targeted manner. At SEO Galaxy, we like to call this step the “content gap with added value.” The aim is not simply to write similar texts, but to deliver better, more detailed, more up-to-date content as exactly the solution that users are really looking for.

How to learn from the top performers in your niche

The most successful websites in your industry can tell you a lot about good SEO. Therefore, take a close look at which content ranks well, how it is structured and which keywords are used. You'll find that successful sites don't think in terms of keywords, but in terms of search intentions and solutions. You should also analyze internal linking, URL structures, meta data, load times and the design of the top pages. It is often the details that make the difference, such as a particularly user-friendly structure, an interactive element or a keyword-rich structure with targeted subheadings.

However, these findings are not intended to be copied, but as inspiration. Consider: Which idea can you adopt? What content can you improve? How can you bring in your own style? A successful template thus becomes individual premium content that ranks in the long term.

And another tip: Don't just look at your direct competitors. Sometimes people from outside the industry also rank well for specific topics, such as advice sites, media or forums. Here, too, it is worth taking a look at the keywords, content formats and structures used.

Keyword research guide: The best strategies for SEO

So that you understand how to proceed in practice in a structured and data-based manner, we will show you a proven step-by-step guide, from the initial idea to the finished keyword list.

Step 1: Define goal

Before you start working with tools or terms, you need clarity about your goal: What exactly do you want to achieve with your SEO strategy? Would you like to sell a product, generate leads, or build organic traffic? The answer to this question decisively determines how your keyword research goes and, above all, what search intent is behind the terms that you use later. It can be informational (users want to know something), navigational (users search for a specific page or brand) or transactional (users want to buy or book something). Commercial research, where users first obtain information (e.g. “best camera under 1000€”), is also important and should be included in your considerations.

If you clearly define your goal, it will be easier for you to identify the appropriate relevant keywords and differentiate between different types of terms later on. For example, a user who is looking for “liability insurance comparison 2025” is completely different in his customer journey than someone who “What does liability insurance cover? “Google.

Step 2: Gather initial ideas

Now it's time for the first collection of possible search terms. It usually starts with brainstorming: What terms could users use to find your offer? Think from the perspective of your target group. What problems do they have? What questions are they asking themselves? Tools such as Google Suggest, AnswerThePublic, Ubersuggest or even free keyword generators, which make numerous suggestions based on an entered term, are helpful here. But tools such as SEMrush, Ahrefs or KWfinder now also offer their own functions for finding ideas based on related search terms.

And another tip: Use internal data sources, such as search queries on your website, emails from customers, or support requests. Places, regions or seasonal terms (e.g. “buy grill Berlin June”) can also be strong sources of traffic in certain cases.

Step 3: Use tools

Now the actual keyword analysis starts. Use at least two professional tools, such as a combination of a free keyword research tool such as Google Keyword Planner and a specialized keyword analysis tool such as KWFinder, Semrush or Ahrefs. You can then easily get a variety of metrics and insights. The most important include:

• search volume: How often is the term searched per month?
• Keyword Difficulty (KD): How strong is the competition in the top 10?
• CPC: What is the average click price for Google Ads? (also helpful for SEO prioritization!)
• trends: Is interest in the keyword increasing or declining?
• SERP Features: Is there a featured snippet or a local pack, for example?

Many tools also offer sorting and filtering functions that allow you to quickly identify which search term offers the best balance of potential and competition.

Step 4: Create keyword clusters & keyword validation

If you've already collected a lot of keywords, you'll quickly be faced with the challenge of bringing this amount of data into a meaningful structure. Just work through a long list, that doesn't work. It is much more effective to group your keywords into so-called keyword clusters. This technique helps you summarize thematically appropriate terms and tailor them to a content strategy. A keyword cluster usually consists of a main keyword and several secondary keywords or related terms that match each other semantically or thematically. For example, you can build up a cluster around the topic that includes terms in addition to the focus term. The advantage: You can derive multiple content from a single cluster, such as detailed blog articles, a landing page, FAQ snippets, or supporting social media posts. At the same time, you help Google understand your site better and classify it thematically. And your website also looks much more structured for your users.

It is best to use simple tools such as Excel or Google Sheets to cluster. You can work with color markers and sort by search intent, funnel phase or topic complex. Tools such as Semrush, Surfer SEO or MarketMuse, which suggest automatic clusters or identify content gaps, are also particularly helpful here. Or you rely on keyword cards, i.e. visual representations of your clusters. This makes strategic planning easier and helps you develop new ideas for blog articles, campaigns or pages.

Keyword prioritization: Which terms bring the most SEO value?

After you've collected, clustered and sorted extremely relevant keywords, the next step is to prioritize. After all, not all terms are equally valuable. Some may bring you lots of visitors, but no conversions. Others may only have a small search volume, but they're a perfect fit for your target audience and deliver high-quality traffic. However, the most important metric for prioritization is the keyword search volume, i.e. how often a term is searched per month. This number gives you a first clue about the potential of a keyword. But it alone is not enough. You also need to consider factors such as competition density, relevance, search intent, and current rankings. We recommend a simple rating system with three dimensions:

• Search volume (high/medium/low)
• Competition (high/medium/low)
• Relevance to your offer (high/medium/low)

Depending on the combination of these three factors, you can then make an assessment. Terms with high volume, low competition and high relevance are, of course, the jackpot. But niche keywords with medium volume and high relevance can also be valuable, especially if you want to score points with good content. When prioritizing, don't forget to also consider strategic goals: Do you want to build awareness? Generate leads? Support a specific ads campaign? Priorities change depending on the goal. And that's exactly why every keyword research should always be embedded in a clear SEO and content plan.

Step 5: Plan content

Now the creative part of keyword research begins: content planning. A common mistake in this context is trying to create a new page for each individual keyword. However, it makes much more sense, especially from an SEO perspective, to bundle thematically related terms in formats that offer users real added value and at the same time make optimal use of SEO potential. So now that you've successfully grouped your keywords into meaningful clusters, this step is about choosing the right content format for each of these clusters. In addition to the topic itself, the search intent and purpose of the respective page also play a role.

The following is an overview of the most important content formats:

Blog articles for information-oriented keywords

If your keyword cluster is aimed at questions, instructions, or background knowledge (e.g. “How does solar energy work? “or “Tips for sleeping problems”), a blog article is perfect. It offers enough space to cover topics in detail, incorporate keywords organically and integrate structured sections with subheadings, lists and internal links. FAQs or how-to guides can also be implemented very well here.

Our tip: Use “People also ask” questions from Google search results or tools like AnswerThePublic to answer common user questions directly in the article, which increases the chance of featured snippets.

Product pages for transactional keywords

If the keyword cluster is about specific purchase intentions (e.g. “buy a heat pump,” “sneaker size 42,” or “accounting software price comparison”), you should create or optimize a product page. Pay attention to concise headlines, a clear structure (features, benefits, trust elements), optimized images and, of course, a call-to-action. Structured data (Schema.org for products, reviews, availability, etc.) is also particularly relevant on these pages, as it can provide increased visibility directly in search results.

Landing pages for targeted campaigns or offers

Landing pages are the right format for keywords with a clear conversion goal, for example as part of advertising campaigns or seasonal offers. They are designed for a single action (e.g. contact, download, purchase) and should be as focused as possible. Depending on the target group and search intent, the location can also play a role here (“Book Yoga Retreat Berlin”). However, make sure you have reduced navigation, strong headlines, trust-building elements (such as testimonials, seals), and a highly visible form or CTA.

Pillar pages for comprehensive topics

If you want to cover a central topic holistically, such as “online marketing,” “sustainability in everyday life,” or “photovoltaics,” a so-called pillar page is suitable. This forms the thematic center of an entire area and links to more detailed sub-pages (so-called “cluster content”). These pages also help to strengthen your website structurally and in terms of content, improve internal linking and signal relevance and authority to Google for the main topic.

Of course, this is only a selection of possible formats. Depending on the industry, target group and content, other content may also be considered, such as white papers, checklists, video pages or interactive tools. However, it is important: When choosing the format, always be guided by the search intent and the context of use, not just your gut feeling or your own preferences.

Step 6: Implementation and optimization

After you've defined your keyword clusters and planned appropriate content formats, it's time to actually implement the content itself. It is crucial that your content exactly matches the user's search intent. This means that every text should not only serve a specific keyword, but also fully answer the need or question behind it.

Therefore, start with a clean keyword placement: The main keyword should appear in the most important elements of your page, such as the title tag, in the H1 heading, within the first 100 words in the body text, in at least one subheading (H2/H3) and in the meta description. The URL may also contain the main keyword, preferably in short and eloquent. Use additional semantically related terms and synonyms to round off the text thematically, which not only improves readability, but also helps search engines understand the context better.

Another central point is internal linking: Within your content, link specifically to other relevant pages on your website. This not only improves user navigation, but also distributes the so-called link juice (ranking power) sensibly across your domain. It is particularly helpful to link thematically related content, for example in the form of further articles, dictionary entries or related product pages.

Step 7: Monitoring and Adjustment

With tools such as Google Search Console, SEMrush Rank Tracker or Ahrefs Alerts, you can now regularly monitor your rankings and react quickly to changes.

FAQ: Frequently asked questions about keyword research

Below you will find the most important answers to the most common questions about keyword research.

How do I find the best keywords for my topic?

Use a combination of tools (such as Google Keyword Planner, KWFinder) for extensive keyword research, analyze your target group, look at successful competitors and develop keyword clusters around the problems that your target group wants to solve.

Which keyword research tools are best for beginners?

For beginners, tools such as Ubersuggest, Google Trends, Google Keyword Planner (in conjunction with a Google Ads account), and AnswerThePublic are ideal. They offer easy operation and good entry points..

How do I find search terms with a high conversion rate using keyword research?

When researching keywords, pay attention to long-tail keywords with transactional intent (e.g. “buy a keyword tool for online shops”). These are more specific, have lower competition and are more likely to result in conversions than generic terms.