How to find the right SEO Keywords: A guide

Digital Marketing Blog

In the world of online marketing, the importance of search engine optimization (SEO) should not be underestimated. One of the fundamental elements of SEO is the right keyword research to find the right SEO keywords. Without the right keywords, it is difficult to be found in the major search engines and reach the desired target group. But what exactly are SEO keywords and how do you find them? In this article, you will find out how you can systematically and efficiently identify SEO keywords to be successful in online marketing. SEO keywords are the words and phrases that users enter into search engines when they are looking for specific information, products or services; they are also called search terms.

Why are SEO keywords important?

The targeted integration of keywords into the content on a website increases the likelihood that this page will appear in the search results. For this reason, SEO is also seen as a decisive factor for success in content marketing.

Find SEO keywords: A step-by-step guide

In the following sections, we will guide you through the entire process of keyword research. From setting goals and using helpful tools to integrating keywords into your content – you will receive comprehensive instructions to help you find the right SEO keywords. Follow these steps and optimize your website for more visibility and better search engine rankings.

Defining goals and understanding the target group

Before you start your keyword research, you should set clear goals for your content. What do you want to achieve with your website? Do you want to generate more traffic (more website visitors), make your brand known or sell your products? This objective will help you to select the right keywords that match your goals.

In the next step, it is essential to know your own target group. The better you understand your target group, the better you can find SEO keywords that reflect their search intent. Possible questions you can ask yourself are:

  • Who are my potential customers?
  • What are they looking for online?
  • What are their needs and interests?


Start with a brainstorming session. Write down all the words and phrases you can think of for the topics that are relevant to your company. Again, put yourself in the shoes of your target group: what terms could they use to search for your content? This brainstorming session serves as the basis for further keyword research. It is important to note that there is no “right” or “wrong” answer in the first step of brainstorming. In this step, it is advisable to collect all possible terms and combinations in order to decide which SEO keywords are suitable for use in the next step with the help of keyword research tools.

Use keyword research tools

There are numerous tools that can help you find the right keywords. Some of the best known are

  • Google Keyword Planner: A free tool from Google that shows how often certain keywords are searched for and how high the competition is.
  • Ubersuggest: Provides keyword suggestions and shows the search volume as well as the difficulty level (how difficult it is to rank in the top search results with a certain keyword).
  • SEMrush: A universal tool that offers keyword searches, competitor analyses and other SEO functions.
  • Ahrefs: Similar to SEMrush, with a strong focus on backlink analysis.

Use these tools to find keywords and evaluate their relevance. Pay particular attention to the search volume and competition. Basically, it depends on other factors such as the authority of the domain, but in general it can be said that keywords with a high search volume and low competition are ideal. However, only looking at the search volume and competition of keywords is also the wrong approach if the keyword has no thematic connection to the company or products.

Competitor analysis

Also take a look at which keywords your competitors are using. As already mentioned, tools such as SEMrush or Ahrefs make it possible to analyze the SEO strategies of competitors. For example, which keywords they use, which pages rank best and why this is the case. This information can provide valuable information and help to improve your own strategy. It can also provide inspiration as to which direction you want to take or to what extent you want to differentiate yourself from the competition.

Cluster and organize keywords

To implement your keyword strategy effectively, it is important to divide the keywords into meaningful groups or clusters. Sort them according to topics, product categories, target groups or other categories in order to create targeted, optimized content. Categorization allows keywords from the same category to be compared with each other in terms of search volume and competition, and then helps to structure content thematically and target different search intentions. This can improve the user experience, which has a positive effect on search engine rankings, as they prefer thematically well-structured pages.

Identify long-tail keywords

Long-tail keywords are longer and more specific search phrases. Although they often have a lower search volume, they are usually less competitive and lead to higher conversion rates as they reflect more precise search queries. For example, instead of just searching for “SEO” (short-head keyword), someone might search for “find SEO keywords for beginners”. By integrating such long-tail keywords, you can better address the needs of your target group.

Keyword evaluation

Once a list of potential keywords has been created, these should be evaluated. It is important to consider the following factors:

  • Relevance: Can suitable content be provided for the keyword? Is it what the selected target group is looking for and does it match the set goals?
  • Search volume: How often is the keyword searched for on average?
  • Competition: How strong is the competition?
  • Current trends: Are there any seasonal or current trends that could influence the search volume?

Each keyword should be evaluated according to these criteria and prioritized accordingly.

Integration of SEO keywords

Once the relevant SEO keywords have been identified, the next step is to integrate them into the content of the website – this is also referred to as SEO optimized texts. It is crucial that the right keywords are integrated naturally and sensibly. Excessive keyword stuffing can be penalized by search engines and has an unnatural effect on readers. Here are some tips:

  • Title and headings: Integrate the main keyword in the title and relevant headings (H1, H2, H3).
  • Introduction and conclusion: Mention the main keyword in the introduction and in the conclusion.
  • Text flow: Even distribution of keywords in the text while maintaining readability.
  • Metadata: Use of the main keyword in the meta titles and meta descriptions.

By creating target group-specific, informative and appealing texts, users can be offered added value, which is an important goal of content marketing. Helpful content also has a good chance of ranking, as it offers real added value. This is mainly due to the fact that the user signals are also stronger there, which is also reflected in the search engine ranking.

Continuous optimization

The SEO landscape is generally constantly changing – what works today may be outdated tomorrow. That’s why it’s important to regularly review keywords and content performance. Analytics tools can be used here to find out which keywords are working well and where there is room for improvement so that you can adjust your strategy accordingly.

Conclusion: The journey to the right keywords

Finding the right SEO keywords is a crucial step for the success of your SEO and content marketing. By systematically researching keywords using suitable tools, analyzing the competition and integrating long-tail keywords, you can increase your reach and target the right audience. Remember that the SEO world is dynamic and requires continuous optimization.

If you need support with keyword research or the creation of SEO-optimized texts, please contact us. We’ll help you achieve your goals and strengthen your online presence. And if you’ve enjoyed this article, check out our blog for more exciting online marketing insights!

Frequently asked questions about finding SEO keywords

Questions & answers about finding SEO keywords:

Why is the right keyword research so important for SEO?

The right keyword research is crucial for search engine optimization (SEO), as it helps to identify the terms that the respective target group is searching for. The targeted integration of these keywords into the content increases the visibility of the website in the search results and more potential visitors can be reached.

There are many helpful tools for keyword research. The best known include Google Keyword Planner, Ubersuggest, SEMrush and Ahrefs. These tools provide insights into search volume, competition and other relevant data to help you choose the right keywords.

Long-tail keywords are longer and more specific search phrases compared to short-head keywords. Although they usually have a lower search volume, they are often less competitive and lead to higher conversion rates. They are important because they reflect more precise search queries and can help to better target the needs of the respective target group.

The opposite of long-tail keywords are short-head keywords, which are shorter and therefore more general. With short-head keywords, it is often more difficult to achieve good conversion rates or ensure a good user experience, as it is not certain with what intention they are on the page.

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Written by:


Phillip Traa supports clients of all sizes and industries in all areas of online marketing. He looks after them in various channels. His day-to-day tasks also include analysis and website editing.

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