What is a Keyword Analysis?

We hear this question quite often. In this article we explain why every SEO or SEA-activity relies heavily on a well-performed keyword analysis.

A keyword analysis is a SWOT-analysis for search engine optimization (SEO) and search engine advertising (SEA). This analysis provides insight into the volume, competition and expected results of keywords for both search engine optimization and search engine advertising.

A keyword analysis is very important prior to starting any SEO activity or the creation of a SEA campaign. A keyword analysis allows SEO and SEA professionals to:

  • Determine the volume of a search keyword or phrase
  • Gain insight into the competition on search keywords or phrases
  • Find relevant synonyms
  • Discover negative keywords, which need to be avoided
  • See the current performance of keywords or phrases
  • Calculate target cost-per-click (CPC), cost-per action (CPA) or expected revenue

SEM professionals have many tools at their disposal in order to perform a keyword analysis, including:

  • Google Traffic Estimator
  • Google Keyword Finder
  • Google Insights for Search
  • Google Webmaster Tools
  • Google AdWords
  • Google Analytics
  • Search engine results pages
  • Microsoft’s AdCenter
  • SEOmoz Open Site Explorer

A thorough keyword analysis for search engine advertising always contains a list of negative keywords (or “negatives”), e.a. keywords that are semantically or topically related, but should be avoided or excluded in search engine advertising.

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