The importance of keyword research for successful projects
Keyword research is a central component in the creation of online content that can also be found by the target group. It not only supports the understanding of relevant search terms, but also helps to recognise user needs. Many companies from different industries often come to us with challenges on how to find and evaluate their suitable keywords. Especially in the context of KIROI step 2, it is important to systematically analyse these search terms and create a sound basis for further project development.
Systematic approach in KIROI step 2: Evaluate and prioritise keyword lists
The second step of keyword research centres on evaluating the collected keyword ideas. The aim is to identify keywords that have a good search volume and at the same time offer a realistic chance of ranking. Clients often report that they are initially unsure how they can meaningfully prioritise the large number of keywords. This is why we emphasise the importance of keeping the data situation in focus and leaving subjective assessments aside.
Important key figures that are analysed include the monthly search volume, SEO difficulty (i.e. the intensity of competition) and cost per click (CPC) if paid advertising is also planned. For example, e-commerce companies can measure which product names or long-tail variants offer more favourable entry points and which keywords may be too competitive. Clinics also use this analysis for medical topics to determine terms with high search intent and moderate competition.
Clear documentation of the keywords with their key figures in table form helps to maintain an overview and select the optimum keyword for each content module. It is important to avoid keyword cannibalisation. Different pages should never target the same main keyword in order to avoid internal competition and maximise visibility.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A company from the tourism industry used the structured evaluation in KIROI step 2 to prioritise keywords along the various travel destinations. They analysed search volumes and competition for terms such as "family holiday in the mountains" or "active hiking holiday". This data-based selection enabled the content strategy to be targeted to user needs and organic reach to increase significantly within a few months.
Practical tools and methods for testing keywords
As part of KIROI step 2, it is advisable to use various tools that provide valuable data and simplify keyword analyses. Well-known examples include Ubersuggest, SEMrush and Google Keyword Planner, which provide comprehensive statistics on search volume, competition and related keywords. The use of free tools such as Wordstream can also be useful for initial filtering.
Once a curated keyword list has been created, tools also provide insight into the search intent, i.e. whether searchers have more informational or buying intentions. This is important, as companies in the software industry in particular often test keywords that serve different user needs - from initial product information to conversion optimisation on the website.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A medium-sized online retailer tested several keyword tools to better optimise product pages. The combination of Google Suggest with SEMrush enabled them to identify relevant search phrases with high traffic potential. At the same time, long-tail keywords were identified that covered specific user queries, such as "breathable running shoes for women". These data flows helped to continuously adapt titles and product descriptions with measurable success.
The key role of testing is therefore to obtain valid data as a basis for content decisions. KIROI coaching is not about promising immediate success, but about professional support that provides impetus for practical optimisation and helps with the selection of the right tools.
Practical examples from various industries
In the catering industry, targeted keyword research helps online restaurants to make their menus easier to find online. Keywords such as "vegan lunch menus Berlin" or "Italian family restaurant Hamburg" are specifically analysed and used where the search queries are most likely to lead to an order.
In the healthcare sector, clinics and practices analyse search terms relating to treatment methods or symptoms, such as "shoulder arthrosis therapy" or "alternative pain treatment". This allows patients to be reached in a more targeted manner without losing out to competition from larger institutions.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A start-up from the renewable energy sector used the evaluation of keywords on the topic of "solar panel installation costs" and "subsidy programmes for solar systems". By specifically prioritising these search terms, they were able to align their blog in such a way that visitors with a concrete interest in buying were picked up. This had a positive effect on lead generation and strengthened brand awareness in the long term.
These examples show that listening carefully to and understanding the target group is just as important in keyword research as technical analysis. Structuring in the second step helps to filter out the right signals.
My analysis
If you want to master keyword research, you should not underestimate the analysis step. This is precisely where KIROI coaching comes in so that we can jointly derive valuable impulses for project realisation from the data. The in-depth analysis of search volume, competition and search intent helps companies from a wide range of industries to find the right keywords and use them efficiently. With a structured approach and the right mix of tools, it is possible to sustainably support projects and make them successfully visible.
Further links from the text above:
[1] SEO keyword research: step-by-step guide
[2] 10 Clever SEO Keyword Research Examples
[4] Keyword research guide | Step-by-step guide
[6] How to Do Keyword Research for Your Blog
[7] A step-by-step guide to keyword research
For more information and if you have any questions, please contact Keyword research or read more blog posts on the topic Keyword research here.
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