Keyword Research: Semalt Explains How To Find The Right Search Terms For Your SEO Strategy

In this article, we are going to show you how to search for relevant keywords for your Google Ads and SEO strategy.

Do you certainly want to increase your visibility and traffic on Google? Then you can't do it without the research of adequate keywords. Indeed, keywords are the words that keep coming up concerning Google Ads and organic reach via SEO. Moreover, only keywords that strategically fill in the appropriate search terms will be found by their target group. Therefore, I will show you the most important tips and tools with which you can find relevant search terms.

Here Is Why Keyword Research Is Important

Not all search terms that match at first sight are really useful. Therefore, keyword analysis is extremely important. Good search terms are characterized by the fact that they are relevant and the search volume (SUV) matches the strength of the competition and the expected traffic. In plain English, this means that: if a keyword is well searched, but the competition on that term is very strong, there may be better terms.

With keyword research, you can find out which keywords and phrases are really useful. This is worth it twice for you. On the one hand, your domain ranks better with organic and paid search results and with the right target group. On the other hand, it increases your traffic. 

The strategic alignment of a website should therefore always start with the selection of an appropriate set of keywords and the use of a better SEO tool such as the DSD tool. The content you make available to satisfy the search needs of customers is based on this. Keywords and content are the basis of on-page and off-page optimization. In this article, we will show you what you need to know beyond that.

Keyword Analysis Tools

First of all: no one expects you to find all the search terms and synonyms for your product that your customers might write in the search box. There are SEO tools that make it easier for you to search for new relevant keywords.

The best tool to help you accomplish this task is the SEO Personal Dashboard. The features listed there provide in-depth information and analysis. For example, showing the evolution of a website's visibility, competition data, search terms, trend data or technical information.

Here Are The Types Of Keywords You Need To Know 

Before you begin, you should take a look at the types of possible search terms. Your customers' search intent can be of very different types. For example, they may have a problem that they need help with, be looking for a product with certain properties or simply asking for brief information.

Therefore, a distinction is made between the different types that can be found in the keyword analysis:

Transactional Terms 

In a transactional search, users want to perform a specific transaction. This can be a purchase, a download, or a subscription. Transactional search queries are very specific because the searcher is already in the bottom funnel of the AIDA (Desire and Action) funnel - that is, shortly before the purchase is made. Examples of transactional searches are "Buy TV", "Download soccer app" or "Mobile phone discount".

Informational Terms

In an informational search, users expect an answer or information. The searcher is therefore always in the middle areas of the AIDA funnel (Interest, Desire). He/she, therefore, needs more information to make a decision. Apart from the simple consumption of the content, no other user interaction is to be expected at the moment. The advice factor is clearly at the center of keyword research in information search queries. Nevertheless, they are interesting for search engine optimization (SEO). Examples: "Where is the best pizza in Paris", "How to clean the printer" or "The car won't start".

Navigation Terms 

In a navigation search, users specifically search for a website or sub-page. Examples of navigation searches are "bakery hours", "hotel" and "about your terms and conditions".

The greater the buying interest, the longer the search term.

In addition to these types of keywords, a distinction can also be made between long-tail and short-tail terms. Longer search terms indicate a more specific need. They are often transactional and therefore already located at the bottom of the funnel. In the case of shorter search phrases (short tail), searchers want information first. So you use these words strategically in the top funnel.

Long-Tail Keywords Are Closer To Completing A Purchase Than Short-Tail Keywords

Search queries morph into long-tail keywords during the customer journey and move away from more general search terms.

The AIDA model clearly shows the importance of analysis in relation to the offer on the website. The goals you want to achieve must match the keywords you have searched for. Otherwise, users will come to the website and not be served according to their needs. Moreover, they only generate costs, but do not bring you any revenue.

What Type Of Keyword Fits Your Business Model?

Not all types are equally important for all business models. Only the coverage of navigation search queries is mandatory for all business models; as these are keywords defended from your own brand, products or slogans. So you need to make sure you have the right content on the website for all navigation search queries.

Transactional searches are all very relevant business models, in which transactions are made. At the forefront, of course, are online stores, marketplaces and lead generation and subscription models. Traffic that arrives on the website via transactional search queries is usually very conversion intensive. After all, searchers already know they want to complete a transaction.

But also for brands or manufacturers and business models focused on B2B, transactional search queries can be of great relevance. However, the prerequisite is always that, for example, an online store is connected to the website or that conversion options exist.

For reach-oriented business models such as publishers and communities, information search queries have the highest priority. They focus on knowledge transfer. For website operators with a transaction-based business model, this may not seem conclusive at first glance. But they should also look for informative keywords: this is how they position themselves as experts in a field. This increase in brand awareness is the cornerstone of subsequent transactions.

Let's take the example of an internet user with the search query "How to tie a tie? ". Without a doubt, this is an information search query. But if you answer this question to the searcher, it's quite possible that at a later time - if they want to buy a tie - they will return to the website that helped them solve their problem at the time.

Research And Analysis Of Relevant Keywords: Here's How To Proceed?

Now that you are well prepared as to the types of keywords available, the next step is to research the relevant keywords for your website. There are three key steps to do this.

1. Determine the status quo for keyword research

So that you don't start "one way or the other" with your strategy, the first step should be to determine the status quo for your website. This also means that in keyword research, you should first use a powerful tool such as the DSD to analyze the current ranking of your search terms. With status quo analysis, you need to answer these questions:
To find out, the SEO Personal Dashboard tool is suitable. With this tool, you can easily read the placement and rankings.

2. Research keywords for existing content

The next step in the strategy is to look for terms and topics for which your website is currently not generating any rankings, but for which you still provide or can provide good content. There are several approaches you can take for detailed topics and keyword research. For example, you may be thinking of new ideas for keyword analysis. Or you use synonyms and combinations and analyze them.

What can never be wrong is when you analyze your competitors and find out for which texts they optimize their pages. You can also do a status quo analysis of the competition with the DSD tool.

During the thematic research, you should answer the following questions:

3. Analyze the potential of the search terms

The mentioned strategy shows you, on the one hand, for which terms you currently generate rankings and how much organic traffic you will get as a result. On the other hand, you receive potential for topics for which you cannot currently get any rankings.

However, what you can't yet read from keyword research is traffic and sales potential. But no problem: this potential can be calculated relatively easily with a potential analysis. All you have to do is add one more set of data to your previous strategy: the average click-through rate (CTR) per ranking position.

Specifically, this means you want to know how likely someone is to click on your site in organic search results (with paid ads, the CTR per search term speaks volumes about the quality of the ad). The higher the ranking of the website, the higher the probability. 

The choice of SEO keywords depends on the competition, the range of information, and the search volume.

The more specific the search term, the smaller the competition. However, the search volume of long-tail keywords is also low.

For keywords that you are not yet ranked on, look at the search volume and competition. Again, you can use the SEO Personal Dashboard tool. The higher the search volume and the lower the competition, the better. Ultimately, it may be smarter to target long-tail phrases with moderate search volume rather than short-tail phrases, which are highly competitive.


As you can see, keyword research can hardly do without tools like the SEO Personal Dashboard. But the knowledge needed for the strategy is also necessary. With the above tips, you will find the right keywords that can improve your ranking. 

If you want to learn more about SEO, check out our Blog or consult us directly and we will show you in a practical and easy way how you can build your SEO strategy. By the way, we also have an SEO guide for professionals.

Are you a beginner and want to get started with SEO marketing right away? The SEO Personal Dashboard tool is what you need. With such a tool, you can set up everything from your keyword and content strategy to your technology and off-page metrics, as well as analysis tips.