Keyword analysis

21 April 2022 Raffaella Roani

Table of Contents

What keyword analysis is for

To rank at the top of the SERP, intercepting users’ most common queries, a strategic and careful analysis of search keywords is essential.

Not all keywords are the same and not all should be used in the same way. A well-designed SEO strategy involves in-depth keyword research, analysis and selection based on objectives, and the structuring of a complete execution plan. On the basis of these steps, it will be possible to plan effective SEO optimisation, encompassing on-page SEO and off-page SEO in a coordinated and synergistic way.

Online search reports: a winning tool

Thanks to keyword analysis it is possible to produce effective online search reports. Reports represent an important competitive advantage, because they make it possible to read online trends, anticipate developments and get to know the market. Here, in fact, all the keywords and queries relating to a certain semantic area are gathered, elements that make it possible to monitor competitors and understand the competitive arena in detail.

Keyword analysis and search reports are ideal tools for creating a complete and winning editorial plan. For magazines, publications and blogs, having an up-to-date, on-trend editorial calendar is essential to increase site traffic and boost online visibility. Not only that: based on the data reported in the report, it will be possible to choose the keywords for which to optimise the site, so as to improve web ranking and climb the SERP.

SEO tools for keyword analysis

SEO strategy is what allows a website to appear among the top search results when a user carries out a query relating to the products and services offered by the brand. This means that thanks to SEO optimisation it is possible to appear higher than competitors, intercepting quality traffic and clicks. To do this it is necessary to work on the keywords to target, that is, on the search terms for which you want to appear in the top positions.

There are several tools that help in researching and analysing the best keywords to focus on. You cannot do without Google’s keyword planning tool, the so-called Google Keyword Planner. This tool provides indications on the traffic volumes of the query and on related searches.

In a complementary and supplementary way you can use SeoZoom and SemRush. Compared with the features of Google’s tool, these two tools also add the annual trend, the list of domains that make up the SERP, the competitiveness of the keyword and its value in advertising compared with organic searches.

To have a complete 360° overview that enables a winning keyword analysis, the combined use of these and other SEO tools is the ideal solution.

SEO keyword analysis to increase online visibility

Keyword analysis is what makes it possible to work strategically on the website’s web ranking. By correctly interpreting the data returned by SEO tools, working in synergy with commercial objectives, it is possible to choose the best keywords to rank on search engines.

This will make it possible to increase online visibility. A website that does not appear in the top SERP positions risks being almost invisible to the public. Managing to rank at the top of search results for keywords that are strategically important for the brand will make it possible to meet an interested and profiled audience, therefore inclined to convert.

Keyword analysis is what makes it possible to be found by potential customers in the right place, at the right time and in the most suitable way. A user who carries out a search on a product, a service, a topic that the brand covers and oversees through keyword optimisation, will find the company’s site among the top results, and will be led to visit it.

A competitive advantage

Through a strategic analysis of the keywords to use to optimise the site’s SEO ranking, it is possible to gain an important competitive advantage. On the web the market is dynamic: competitors are numerous and information moves fast. Managing to stand out in terms of keywords, position in the SERP, and volume of queries that can be intercepted, will guarantee an important plus for the online business.

This is why our SEO agency offers an analysis of keywords chosen together with the client and constantly optimised. SEO consultancy work, in fact, is not a one-off but requires consistency and continuous commitment. SEO optimisation is something that happens over time, through continuous improvement work that makes it possible to achieve results over the long term. Not an immediate and limited growth in visibility, but an increase in online presence designed to last over time and support the business over the years.