Without keywords, nothing works in search engine marketing. How to quickly and easily do the keyword research for your shop with the Google tools, we show you here.
Keywords are a central element in search engine marketing. Even though the focus has shifted and pure keyword optimization is no longer success-oriented, one should know which terms users are looking for.
keyword Research Tool
Here’s what Google tools can do to help you find terms that you want to rank on or improve your existing ranking.
1. Google Keyword Planner
There’s no way around the Google Keyword Planner. Even though its initial version ( keyword research tool ) was much more extensive, it provides both suggestions for new keywords and the monthly search volume.
You should also return to the Keyword Planner after researching with additional tools to determine the search volume of ideas found. Search volume lets you prioritize which keywords are most worth optimizing for.
You need a Google AdWords to account for the Keyword Planner. Even if you do not want to run paid campaigns, you should set up a free account. Then come to the appropriate data.
In the Keyword Planner, you have the following options for the Find New Keywords and Retrieve Search Volume target:
You can try all three options, but start with ” Search for new keywords using a phrase, website, or category.” Click on it and you get to an input mask, in which you either enter your product or service as keyword or the URL of your shop or select from existing categories.
2. Google Suggest
Google Suggest, also known as autocomplete, returns search suggestions based on the first characters entered. This means you can use Google Suggest during a normal Google search.
You can enter your product name and then type different initials to see different suggestions.
3. Search report Google Search Console
The Google Search Console (formerly Webmaster Tools) provides data about keywords for which your page is already getting impressions on Google Search. This allows you to bet on combinations that you have not yet focused on, but which are already relatively well ranked. You can also see here which CTR was reached, ie whether your search result was actually clicked on.
You reach the report in Search Console under Search Queries – Search Analysis. You can z. For example, you can filter for search queries or pages and sort the clicks, impressions, CTR, and position metrics. Pay special attention to the keywords with high CTR, because for these search queries your pages are perceived as particularly relevant. This is ultimately also a very positive signal for Google ranking.
4. Search query report Google AdWords
You can only evaluate this report if you’ve already been running AdWords ads on the Search Network. Then you selected and created appropriate keywords to be served an ad on them. However, different keyword matching options will not always trigger the ads on them.
Examples: If you have checked jeans as largely appropriate, then the corresponding ads can also appear for searches such as pants, leggings or shorts.
Or you have booked the appropriate phrase ” buy shoes “. Then the ads can also be switched to buy green shoes or buy cheap shoes.
This data can be found in the query report, which can be found under the keyword report in the account.
You can directly analyze which terms have already achieved good results without being directly logged in. Then use these keywords for the organic search.
If you’re not yet running AdWords, you might want to consider it – after all, transactional searches will now show up to four ads above the organic results.
5. Google Trends
With Google Trends, current or seasonal topics can be assessed in relevance. Enter your product terms in the search and find out if there are any special peaks that are most frequently searched for. Or can you see that much less is sought at certain times?
With this information, you can optimally plan your sales and optimization strategy. This example shows the interest in “Ballerinas”, a shoe style for the summer.
Also, there are related search terms below, which you can also consider.
Conclusion : Use all of Google’s data sources available to you to learn more about the search behavior and terminology of your target group. There is no order to be followed, but rather you have to repeat some tools several times and vary the request.