A keyword analysis gives you an overview of the number of applicants for specific words from search engines within a specified time range, usually months. How do you use this in practice?
If you are running a webshop selling alpine equipment, make sure that the words you use on the different product and category pages reflect most of the people you are looking for. To take footwear to slalomski as an example. use the word ‘slalomsko’ or ‘slalomsk boots’ in the content, in title tag (link), url, meta-desc and category captions?
A Search With Google Keyword Planner Tells us that “slalom boots” have twice as many searches as “slalomsko”. There is usually a higher competition for higher search volume keywords, but given that you are a large or medium-sized online store, you should use that word with the most searches, i.e. ‘slalom boots’.
Content production research In planning and manufacturing content, the insight from this research phase to a certain degree should control the angle and the theme of content, as well as the specific word usage. Guided content on the purchase of slalom equipment should, for example, use ‘slalom boots’ rather than ‘slalomsko’. If the research work reveals that search phrases associated with the team “best places to run off-pist” are more prominent than “where are the best Alpine trays in Norway”, then the choice and production of the content should reflect this to some extent – simply because you want to meet the search demand where it is greatest.
In short, keyword-research reveals a lot about the information needs of the digital population depth. Therefore make sure that the content is optimally optimized to capture this as best as possible.
Search Words Tool AnswerThePublic gives you lots of keyword data related to what people are looking for within different themes. Perfect in the phase where content production is planned.