Well, what are you searching for?

The Keyword research and optimization of search terms analyzes what your customers are really looking for. And improves the performance of your website enormously. It's often surprising. Rather singular or plural? The German or the English term? Are there regional differences? What is the best way to proceed if your sales activities are international?
We find out which terms and questions your customers use. It is only worth optimizing for these. Ranking on position 1 with keywords that nobody searches for is completely worthless. A professional analysis can be responsible for a strong growth of your access numbers.

Martin Bauer Managing Director of COCO

Martin Bauer, Managing Director
+49 89 45099350

The development of Google, search & its keyword optimization

Google was founded in 1998. From the beginning, Google's trademark was the simple search box with only one field for input. That was by no means a matter of course at the time. Especially since the search results were also far from comparable to what is displayed today. Google has changed. Search behavior has changed as well.

Big Changes

A first quantum leap was the integration of neuronal embeddings thanks to machine learning. If you search for SEO, you will also find search engine optimization and likewise the other way around. Therefore, you no longer need to optimize your website for exact words.

A next big step was the Integration of Answers directly on the search page. Today, you can find hotel offers, jobs and the cinema program there without having to click any further. For you, this can mean that it is possible to place your text about your product directly at the beginning of the search hits with a features snippet.

With voice search on the smartphone, the input of keywords has become Questions They no longer ask for a keyword, but speak or even type in a complete question. For your customers' questions throughout the sales funnel, the answers should be on your website.

And the next big thing? Visual search.

It's just getting started, but it's picking up speed rapidly. More and more search queries start with an image. Where can I get this product? When was this building built? Who can translate this text near me? It's best to start thinking about these scenarios now in your content strategy.

Things remain exciting.

Get to know

Martin Bauer - Managing Director COCO Content Marketing Agency Munich

Martin Bauer
Managing Director
+49 89 45099350
mbauer@coco-new-media.de

30 minute online meeting

Our methods
Your project
Non-binding offer

And now it gets especially exciting ...

Two tools from Google provide surprising insights. Be sure to try them out!

Google Trends

What is the world searching for? Which keywords are used more frequently in comparison? How seasonal are the searches?

My Activity

And what do you search for? On the web and mobile? In Google search, Maps, Gmail and Youtube? Interesting ...

Experience from cooperation with companies from numerous industries

Content Marketing Agency Reference PlanetHome Group Lea Lippmann

"We commissioned COCO to draft all the texts for three newly established companies. From workshops with our managing directors, over complete copywriting, to coordination with other agencies, all tasks were completed quickly and to the highest quality. We can recommend COCO all around."

Lea Lippmann, Teamlead Marketing at PlanetHome Group

Estos mockup

Repositioning and website

New corporate design and redevelopment of the company website

Selected tools for SEO keyword optimization

sistrix logo
semrush logo

Frequently asked questions about keyword optimization and keyword research

The research of keywords is next to the target group analysis significantly responsible for the success of an SEO strategy. The right keyword selection is a prerequisite for a functioning search engine optimization. The keyword research can be done in three steps.

1. rough selection of keywords based on the company and its thematic focus.

2. fine selection of keywords based on keyword difficulty and search volume.

3. determine the final keywords based on the target group

The goal of keyword research is to perfectly match the keyword list to your target audience. Ask yourself questions like: 

What engages my target group?
What problems and wishes does my target group have?
How is my target audience trying to solve these problems?
etc.

In addition, the difficulty of ranking for certain keywords also plays a big role in keyword research. A small website has hardly any chance of ranking for keywords such as "buy used car" or "electric car". The competition for these keywords is simply too great. That's why we evaluate the chances of ranking successfully for all keywords individually. This allows us to select the most promising keywords.

Of course, the search volume must also be right. A keyword that nobody enters in Google is worthless for you. Even if you rank at number 1.

Search intent is another factor that plays a role in keyword selection. For example, there are information-oriented search queries and transaction-oriented search queries. The latter are the most valuable for you. In these cases, even keywords with low search volume can be worthwhile. After all, the probability that a click on your website will lead to a purchase is highest for transaction-oriented queries.

Choosing the right keywords for your SEO strategy is always a mixture of all the above factors. These must be perfectly combined to develop a keyword list tailored to your business.

Google Trends is a free tool from Google and allows direct comparison of keywords over time. However, regions can also be sorted by search volume. In addition, Google enables the research of related search terms. This tool is helpful in the pre-selection of keywords, as it clearly displays the number of search queries over time. In this way, positive trends can also be identified and incorporated into the evaluation of keywords.

For deeper keyword research and keyword optimization we use Semrush. This application provides deep insights into other relevant factors such as keyword difficulty and competitive comparisons. With this tool we refine the selection of keywords and adapt them optimally to your business.

This question must be differentiated into two parts.

1. how many keywords do i need on my whole website?

This question cannot be answered in a blanket manner. Because the answer depends strongly on the size of your website. To keep track of a manageable project, we usually create a list of 10-30 keywords. However, there are also projects with over 50 keywords.

2. how many keywords do i need per subpage?

This is already easier to answer. As a rule, each page is optimized for exactly one keyword. This keyword is used prominently in the title, description, headings and texts and thus ensures that the page ranks for this keyword.

It is often useful to define other keywords that are closely related in addition to this "main keyword". These are used more sporadically. In this way, the search engine understands in which topic cluster the page must be classified and can also link it thematically with other pages of the website.

After the keyword research is completed, the keywords are assigned to the individual pages. These pages are now either rebuilt or - if texts already exist - optimized.

Keyword optimization in the next step includes everything that has to do with the targeted use of keywords on the respective pages.

Keyword optimization in Title and Meta Description: The keyword should be used in the title and in the meta description at the beginning. This way, users will immediately recognize what it is all about.

Keyword optimization in headlines: The h1 heading exists only once per page. It is the most important heading and should contain the main keyword at the beginning if possible. Fixed keywords should also be used in all other headings. The more concise the keywords are in the headings and subheadings, the better.

Keyword optimization in text and other website content: Besides the factors mentioned above, the text of course plays the biggest role in keyword optimization. Here, the defined keywords should be used regularly. If a comprehensive keyword research is the basis of this optimization, this should not be a problem. Because the keywords are oriented to the page content.

Keyword density describes the percentage frequency of a particular keyword in a text. It is a ranking factor that helps determine how well a page is rated by Google.

When it comes to keyword optimization of texts, there is a rough guideline you can follow. 

The optimal keyword density of your main keyword is about 2-4%. More important than the frequent use of keywords, however, is the natural flow of reading. If the text seems too stiff or inelegant due to the frequent use of keywords, it is better to omit the keyword a few times.

If you overdo it with keywords, you will quickly slip from good keyword density to keyword stuffing. Here, so many keywords are squeezed into a text that Google can't read the content. poorly rated.

Latest blogposts around keyword optimization

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