Keyword analysis – Increase your visibility in a targeted manner

The feeling of what your target group is searching for on search engines is often based on assumptions, surveys or derived sales data. But with a well-founded keyword analysis, we use data to identify which terms your target group is really searching for and where your content should be visible. On this basis, you can tailor your SEO strategy to search volume, relevance and competitiveness – with clearly prioritised opportunities for greater visibility.

Without a sound keyword strategy, SEO measures often remain ineffective. If you focus on the wrong terms, you lose reach, relevance and ultimately potential customers. Professional keyword research shows which search queries have potential and where your website currently stands in relation to the competition. This allows you to identify which topics are worthwhile, which gaps exist and how you can develop targeted content for your target group.

What we typically uncover with the help of keyword analysis:

• Keywords without demand: Pages are geared towards terms that hardly anyone searches for.
• Keywords with high potential: Relevant search queries with realistic chances.
• Overlap: Several pages target the same keyword (cannibalisation).
• Keyword gaps: Topics where your competitors rank – but you don't
• Wrong focus: Keywords unrelated to the target group or search intention

Keyword research gives you a clear overview of which terms really work and where there is potential for optimisation.

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A keyword analysis is always worthwhile if you want to specifically control or adjust your digital visibility – for example, in the event of growth, restructuring or new goals for your website. It helps answer key questions such as:

• What do you want your brand to be found for?
• Which topics, products or product categories should be given greater focus in the future?
• Which topics are potentially less relevant?

Typical reasons for a keyword analysis:

• At the start of an SEO or content strategy
• Before a website relaunch or domain change
• When there are changes in the market, target group or product portfolio
• To review and realign existing content, rankings and strategies
• To monitor the success of ongoing SEO measures

With the increasing integration of AI-based search experiences – such as ChatGPT, Google AI Overviews or other generative search systems – the way users find information is changing. Traditional search results are merging with AI responses, and topics are being interpreted more contextually. A thorough keyword analysis provides the basis for understanding search intentions in this new environment of GEO (Generative Engine Optimisation): it shows which topics remain organically relevant, where opportunities arise in AI-generated results – and how content must be designed in the future to be visible in both worlds.

We combine data-driven tools with strategic expertise – and translate search behaviour, competition and market potential into concrete recommendations for action.