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Keyword analysis is an important foundation in SEO that provides the right conditions for optimizing your website based on the keywords and search phrases identified with your company’s products or services. The analysis also ensures that you use the same words as your target audience and that there is a solid base with facts and guidelines on how the website should be structured.
Getting Started with Keyword Analysis
It is very important to use the right keywords and search phrases when building your website. This way, you will be found by search engines when potential customers search for you.
To get started with keyword analysis, we recommend that you begin with a brainstorming session. This initial phase involves thinking and generating ideas about which keywords you want to be visible for, whether single words or phrases, synonyms for these, and answers to any questions you know your target audience wants answered.
The method for how this brainstorming is carried out can vary depending on who or which group is doing it. We recommend that you always check in-house with a few people, preferably customer service, to find out how customers talk about and describe you today. Also, review your competitors and their channels—how do they express themselves, and which keywords have they optimized for?
Based on this brainstorm, the keywords are categorized by topics and interests to give a clearer overview of which keywords are highest/lowest priority according to you. Which keywords can be grouped together as they are within the same category/topic, and which keywords are irrelevant and should therefore be excluded?
Something else important to consider when performing your keyword analysis is the customer journey. Where is your target audience in the buying process when they search for generic or specific keywords with purchase intent, at the beginning or the end of their process? Mapping these keywords can give you a deeper understanding of which keywords are more relevant and, therefore, higher priority. Is it only keywords directly related to purchase that are relevant, or do you want to influence the customer at an earlier stage?
Tools for Keyword Analysis
There are various methods and tools for conducting a keyword analysis. Some are free, and others require payment. The difference between these two options lies in the added value, meaning how much more data you get from the tool beyond just search volumes for the specific keywords you’ve selected. The following tools are some examples that require payment and give you more data than just search volume, which can be valuable: Ahrefs, RankTrail, and SEMrush.
For those who prefer to use a free tool, we highly recommend the following: Keyword Tool, Google Ads Keyword Planner, and Übersuggest.
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