Keyword research: what is it and how does it work for SMEs

Voordelen

• ✓
  Better findable on relevant search terms

  Your website directly matches your target audience's search queries. This leads to higher rankings in Google and more relevant traffic.

• ✓
  Responding to actual search intent

  Your content provides what customers really want to know or buy, which increases the chance of conversion.

• ✓
  Spending the marketing budget efficiently

  With targeted keywords, you waste less on irrelevant campaigns and achieve more results per pound.

• ✓
  Analyse competitor intelligence more effectively

  By monitoring competitors and their ranking keywords, you discover new opportunities and prevent yourself from falling behind.

Nadelen / Beperkingen

• ⚠
  Time-consuming without tools

  Without smart keyword tools, keyword research takes unnecessarily long, especially if you're analysing everything manually.

• ⚠
  Results are indirect

  The effect of good keyword research is usually only noticed after weeks or months; quick results are exceptional.

• ⚠
  Risk of misinterpretation

  If you don't fully understand the search intent, you might create content that nobody is looking for.

Voorbeelden

• Local bakery with new specialisation

  A baker in Rotterdam adjusts their SEO to 'gluten-free bread Rotterdam', attracting more customers with specific dietary requirements and growing locally online.

• Software company optimises niche

  An SME IT company focuses on long-tail keywords such as 'CRM software for small business owners', so that they are found by customers who are searching with specific intent.

• Cleaning company answers customer questions

  By choosing frequently asked questions such as 'cleaning company costs' as a topic, a cleaning company specifically attracts visitors with a high purchase intention.

Stap-voor-stap

1. 1
   Determine target audience and search intent

   Describe your ideal customer and find out what they are looking for and with what goal. Use personas, customer interviews, and Google Analytics as sources.

2. 2
   Gather keywords and suggestions

   Use tools like Google Keyword Planner and Ahrefs to compile lists of potential keywords, including long-tail keywords.

3. 3
   Analyse search volume and competition

   Check the monthly search volume and competition level per keyword. Look for a good balance between reach and feasibility.

4. 4
   Make a shortlist

   Select the most relevant, achievable, and valuable keywords. Consider search intent, competition, and commercial value.

5. 5
   Link keywords to your content strategy

   Create a content plan in which each core keyword is incorporated into new or existing pages, blogs, or landing pages.

Tools

• Google Keyword Planner Bekijk →

  Free keyword tool from Google. Use it to analyse search volume, competition and discover suggestions for SEO and SEA.

• Ahrefs Bekijk →

  Premium SEO tool for in-depth keyword research, competitor analysis, SERP overview, and long-tail keyword suggestions.

• Moz Keyword Explorer Bekijk →

  International keyword tool with insights into search volume, difficulty and topic suggestions.

Use cases

• 💡
  Launch new product with relevant keywords

  For the introduction of a new service or product, keyword research quickly provides insight into which terms are searched for most often and how you can position yourself.

• 💡
  SEO optimisation of existing pages

  Update your current website pages by optimising them for current and relevant keywords – result: better rankings and a higher CTR.

• 💡
  Local SEO campaign for an SME service provider

  By focusing on local search terms, such as 'accountant Utrecht', you can directly increase visibility with customers in your region.

Veelgestelde vragen