ZUMO focuses on innovation when it comes to SEO. Just like Google search robots, we do not determine your keywords randomly, but rely on a thematic approach using data analysis.
The keywords we identify in each thematic keyword group are selected based on buying intent. We don't choose keywords just because they are present in a thematic keyword group - they must produce qualified organic leads.
When selecting keywords within a thematic group, we at ZUMO select keywords that have the greatest impact on qualified organic traffic. This includes, among other things, a combination of search volume and search competition.
At their core, keywords (or keyphrases) are one of - if not the - most important component of a successful SEO campaign. Keywords refer to the words entered into a search box - be it Google, Bing Yahoo or Yandex. However, keywords are much more than that. The words entered into a search box reveal certain details about potential customers and how they go about finding things. Knowing this, it is important to use keywords that mimic the thoughts and search tendencies of your customers.
Simply put, "keyword research" is the process of researching keywords that search engine users type into search bars to find a specific service, product, or solution to your problem. Finding the best keywords for your website requires putting yourself in the customer's shoes to understand how the customer thinks, and researching the keywords that customers actually use to hopefully find the result you want.
Keyword research is less about finding keywords that talk about what your website offers, and more about driving the right visitors to your website. By targeting customer motivations and where you are in their buyer's journey, keyword research can be a bridge between a business and its potential customers.
Another aspect of the theory behind keyword research is targeting keywords that are related to more general keywords. These keywords are also called long-tail keywords. Long-tail keywords make up some 70% of the keywords used in search queries, making them an incredibly effective method of gaining traffic if targeted correctly.
Long-tail keywords are related to more general keywords, but are more specific than the general keyword. For example, searching for "cars" on Google returns a huge number of results that are likely too general for a user to actually find the car they are looking for. Instead, targeting long-tail keywords related to "cars," such as "Mercedes-Benz 230," is a much more effective way to rank for search terms that a user is actually looking for with buyer intent.
Keyword research is a driving force of any SEO campaign. Several aspects of an SEO campaign - from internal linking to syndicated SEO content to page content creation and more - are focused on the targeted keywords of a campaign. That's why at ZUMO we offer thematic keyword research.
Thematische Keyword-Recherchen helfen Webseiten bei der effizienten Platzierung von Keywords, die mit Head-Terms in Verbindung stehen. Wenn eine Website durch die Erstellung von relevantem und verwandten Inhalt auf bestimmte Schlüsselwörter abzielt, werden die Themen in diesem Inhalt von sogenannten “search engine spiders” indiziert, die dann für Google als relevant und wichtig für das jeweilige Thema eingestuft werden.Je relevanter und wichtiger Google eine Website sieht, desto höher wird sie auf den Ergebnisseiten von Suchmaschinen (SERPs) platziert. Die Implementierung von gezielten Keywords in der On-Page und Off-Page-Optimierung kann die Rankings auf den SERPs entscheidend erhöhen und zu mehr Traffic und einer höheren Conversion führen.
The benefits of thematic keyword research have a positive effect on almost all other components of an SEO campaign. However, the biggest effect of thematic keyword research is the way an SEO campaign is planned from the very beginning.
First and foremost is the creation of page content (content). Our thematic keyword research reveals the keywords and search trends that users type into search engines. We take these high volume keywords and start creating content that focuses on that keyword and relevant topics around that keyword. This essentially helps to ensure that no pointless content is created, thus providing users with useful information that benefits them through timeliness and relevance. Creating unique, relevant content for your website helps to increase the importance that Google ascribes to your website in relation to a particular topic. Two birds with one stone!
A further force which thematic keyword research drives our SEO campaigns is the definition of target keywords of appropriate scope and difficulty, which can be used as anchor texts in internal linking. Using these specific URLs that we pair with keywords in a specific topic, we internally link to core pages with specific keywords so that these pages tell Google that these texts are relevant to specific terms. This internal linking of your entire website with thematic keywords creates a regular concatenation of links that communicates an authoritative stance of your website and its topics to Google.
As a third factor in which thematic keyword research benefits other SEO efforts are meta descriptions and image alt text. Strategic placement of targeted keywords in meta descriptions and image alt text maximizes the chance of achieving top rankings for specific keywords.
We don't reinvent keyword research, we just do it better!
ZUMO is a Swiss SEO & SEA agency that uses data analysis and market research to develop scientifically sound SEO & SEA strategies. We owe our success to a combination of technology and know-how of our employees, which delivers relevant results at a unique speed. The satisfaction of our customers, no matter if corporation or small business, is our ultimate goal.
