What is hidden behind the term “keyword” and why do you need it?

In online marketing, keywords are the words or phrases entered by the user in the input field of a search engine, such as Google. A distinction is made here between

The search volume of your keywords is the total number of queries from users within a specific period of time. The right keywords, integrated into the texts of your company website, will help you and your company to be easily found on the internet.

What are the types of keywords?

For the user there are different possibilities to get the answer to his search intention via search engines. In turn, you have the opportunity to lead the user through your site to the goal.

Transactional Keywords

Always implies that the customer wants to make a transaction. Such keywords can be e.g.: buy, book, subscribe, rent.

Do Keywords

The user wants to become active and perform an action. For example, he wants to download, buy or receive something.

Brand Keywords

With these keywords you can integrate your brand, because the user already knows where he wants to go. Such a search query is, for example: eology Volkach.

Compound Keywords

Fulfill multiple intentions of the user at the same time. For example, the search query could be “get eology Volkach whitepaper”, which simultaneously uses Do Keywords and Brand Keywords.

Informational Keywords

The user wants to receive specific information on a topic, e.g. a test report, an advisor or a guide, and searches specifically for this content.

Navigational Keywords

In these search queries, the user is specifically looking for navigation to a website or for information on the website. The company/product is already known to the user.

Your keyword research

To find the right keywords for your target audience, you should do a little brainstorming, in which you collect the phrases that your target group uses. Document your list of keyword ideas in an Excel list. This will help you to structure your research later on, and you can expand and filter it as you wish.

Section of a keyword research in table format on the subject of keywords. On it you can see three columns:
- Keyword
- Keyword type
- Search volume
Excerpt of a keyword research in table format on the subject of keywords

Helpful tools for your research

For your research on the right keywords you have a countless amount of different tools at your disposal. We show you here our selection of tools, how you can quickly and easily get your phrases.

  1. Google Suggest
    This tool shows you suggested search terms as soon as you enter the first letter of your keyword in the search bar, for example. This gives you an overview of which phrases are searched for in connection with your keywords. In the search results, you will also be shown “Similar search queries”, from which you can take further relevant words.
Google Suggests suggestions for the letter "E" and the keyword "eology"
Google Suggests suggestions for the letter “E” and the keyword “eology”
  1. Google Keyword- Planner
    The Google Keyword Planner is one of the most popular tools of Google Ads. It is the only tool that provides reliable data on the search volume on Google. Here you can use your keyword list to evaluate how high the search volume is for your search term and the user interest based on the result. This way you can search for specific phrases and check if they are interesting enough.
    In addition, the Google Keyword Planner directly suggests other possible search terms, which you can integrate into your content.
Graphical representation of a step-by-step guide of the Google Keyword Planner. On the one hand, there is the possibility to discover new keywords. After entering certain keywords (step 1), you will receive corresponding suggestions from Google, including search volumes. The second option is the retrieval of search volume and forecasts. Here you have already completely defined your keyword set. After entering the keywords (step 1), the search volume and the forecasts for these keywords are spit out.
The Keyword Planner functions
    This is a quick and easy alternative to the Google Keyword Planner. Under the tab “Research” you can enter your search term and get a small analysis of your keyword. This tool also shows you the search volume and CPC, as well as the strength of the competition in Google Ads. The disadvantage: The number of searches is limited per day with this tool.
Representation of the search results in table form of the for the topic cake. Matching keywords for this term come out, which can be, for example, apple cake, cheese cake, or lemon cake. search results
  1. AnswerThePublic
    This tool is especially suitable for finding your long-tail keywords. With this analysis tool you get at a glance of questions of the users in connection with your search term. This way you can easily incorporate the other matching phrases into the content of your page. The number of searches per day is also limited with this tool.
Graphical representation of the results for AnswerThePublic in the form of mindmaps and tables for the keyword "cake".
Presentation of the results of AnswerThePublic

What is the difference between SEO keywords and search terms?

A search term is what you enter into the search field of a search engine. A keyword is what the web is ultimately searched for. Keywords are always spelled correctly, while a search term can also be entered incorrectly by the user. Thus, there can often be several search terms for one and the same phrase.

Verwende Dein Keyword in Variationen

When writing your texts, you should not commit yourself exclusively to one keyword. It makes sense to define a main keyword, but make sure to use synonyms and word combinations of this keyword in your texts, and not to limit your content rigidly to one keyword.


Just contact us

  +49 9381 5829000