When you conduct a keyword analysis, you uncover both broader, generic searches and the more specific long-tail keywords that often lead to action. Through this process, you can gain insight into which words and phrases hold the greatest value — not just in terms of search volume, but also in terms of relevance and conversion potential.
What is a keyword analysis, and why is it important?
Keyword analysis is a process in which you systematically collect and analyse data about users' search behaviour. This makes it possible to optimise a website or webshop so that it becomes visible for the keywords that customers use when searching for products or services.
For e-commerce businesses, simply driving traffic to a website is not enough — it is about attracting the right traffic.
With a thorough keyword analysis, you can target your efforts towards the keywords that best match your customers' needs and intentions.
Keywords can range from simple product-related searches to complex phrases that reflect a specific purchase intent. By focusing on the right keywords, you can ensure that your webshop is not only visible, but also relevant to users who are close to making a buying decision.
Different types of keywords: generic and long-tail
Keywords can be divided into several categories depending on their length, intent, and volume. For e-commerce businesses, it is important to strike a balance between generic and long-tail keywords, as each plays a role at different stages of the customer journey.
Generic keywords
Generic keywords are shorter search terms that typically have high search volume and broader application. Examples might include “running shoes” or “sneakers”. Although these searches can attract many visitors, competition is often high, and ranking for these terms requires a solid SEO strategy.
Long-tail keywords
Long-tail keywords consist of longer and more specific phrases, such as “best running shoes for women with flat feet”. These searches have lower volume, but they are more targeted and typically associated with users who are closer to making a purchase decision. Traffic from long-tail keywords often converts better, as the searches reflect a more specific need.
How do you conduct a keyword analysis?
A keyword analysis requires the use of various tools and methods to get the full picture of search behaviour in your industry. At Searchmind, we work with professional tools such as Google Ads’ keyword planner, AhRefs, Accuranker, SEMrush, and Google Search Console to gain insight into both current keywords and new opportunities.
Steps in a keyword analysis:
- Data collection: Start by collecting data on your current keywords, competitors' search behaviour, and market trends.
- Analysis: Analyse the most relevant keywords based on volume, relevance, and competition.
- Grouping: Keywords are grouped by intent — for example, informational searches or purchase readiness — so you can prioritise your SEO strategy optimally.
- Implementation: This is where you begin producing content targeted at the selected keywords.
- Follow-up: A keyword analysis is not a one-time exercise. It is important to continuously monitor and adjust to keep pace with market developments.
Keywords that drive conversions
For e-commerce businesses, long-tail keywords are often the most valuable when it comes to conversions. Although they do not attract the same volume of traffic as generic searches, they are far more specific and frequently match a clear purchase intent.
By focusing on long-tail keywords, you can target your webshop towards users who are already in the buying phase. An example of this could be a user searching for “best sneakers for running in winter”. This type of search reflects not only a desire for information, but also a clear intention to make a purchase.
Understand your target audience through keyword analysis
Understanding your target audience is essential for conducting an effective keyword analysis. It is not only about identifying the right keywords, but also about understanding the underlying search intents. What are your customers looking for? Where are they in their buying process? And what words do they use to find your products?
By combining audience insights with data from keyword analysis, you can tailor your SEO strategy to reach the right users at the right times.
Cases and examples
Through targeted keyword analyses, several of our clients have achieved impressive results that have increased both their visibility and conversion rate. By understanding their customers' search behaviour and implementing strategic keywords, they have improved their search engine rankings and strengthened their market position.
Here are some concrete examples of what our clients have achieved through a well-executed keyword analysis:
Flowr: growth in organic traffic and increased visibility
Flowr experienced significant growth in organic traffic and increased visibility after a targeted keyword analysis was conducted. By focusing on long-tail keywords that matched their niche within lifestyle products, Flowr was able to reach a broader audience. This resulted in both more visitors and a better conversion rate, driving growth and strengthening their market position.
Munk Store: improved visibility and competitiveness
Munk Store achieved significant improvements in their search engine visibility, strengthening their competitiveness in the fashion industry. Through a thorough keyword analysis, they were able to target their content towards the keywords that best reflected their customers' search behaviour. This resulted in increased organic traffic and more conversions, giving them a clear advantage in a competitive market.
Rains: success with international expansion
Rains was able to expand their international presence with great success by using localised keywords for each market. By implementing a strategic keyword analysis, Rains experienced a significant increase in organic traffic from multiple countries. This led to greater exposure and a stronger brand globally, supporting their growth in new markets.
Dyberg Larsen: growth in webshop sales without affecting retailers
Dyberg Larsen achieved a significant increase in their webshop sales while maintaining a strong relationship with their retailers. Through a targeted keyword strategy, they were able to differentiate their online products from those sold through retailers. This ensured that the webshop grew without negatively impacting sales through their retailer network.
Frequently asked questions
What are the benefits of a keyword analysis?
A keyword analysis allows you to identify the most relevant and valuable keywords that can increase your visibility in search engines and improve your conversion rate.
How long does it take to conduct a keyword analysis?
The timeframe depends on the scope and complexity of the project. A thorough keyword analysis can take anywhere from a few days to several weeks.
How is a keyword analysis updated?
A keyword analysis is a dynamic process that must be updated on an ongoing basis to keep up with changes in search behaviour and competitive conditions.
