What is keyword analysis?
Keyword analysis (also known as keyword research) is the investigation of the language people use to find information. Keyword analysis uncovers how users think about and search for your product or service when trying to find information online.
Traditional keyword research focused on optimizing content for search engines. Search engine optimization (SEO) largely ignored the fact that keywords are words typed into search bars by people, who use natural, imperfect language. Given Google's increasing preference for content that is created for users, consider a more user-focused keyword analysys.
How keyword analysis can optimize content for your users
- Understanding. Keywords provide insight into your users' needs and how they express these needs.
- Findability. The most important reason to perform a keyword analysis is to optimize content so that users can find the right information when they need help or need a question answered.
- Content management. A user-focused analysis reveals strategies for creating and prioritizing content so that you can help your users most effectively.
- Reach. If people can find your content because it aligns with the natural language they would use, more people will see your content.
- Authority. The more people see your content and click to read your content, the more valuable and authoritative Google considers your content. And the more valuable and authoritative, the more visibility Google will grant your content, i.e. move your content higher up in its search engine results pages (SERPs).
Search engine optimization (SEO) starts with learning from and understanding your users.
Keyword analysis tools
- MindTouch Search Insights report
- Google Analytics Search Term report
- Google Search Console
- Any other third-party keyword analytics tool
If you are new to analyzing user search behavior and language, keep your analysis to the top 10 or 25 searches in whatever tool you decide on using. If you have experience, it may make sense to look at up to 150 searches or more. Use your judgment based on the resources available to you. Look for terms that appear repeatedly, even—and especially—if unexpected.