What does a successful keyword need?

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When conducting keyword research, the conversion rate, search volume, and competition are particularly important. In online business, conversion rate refers to the relationship between interest and targeted activity. Specifically, how many of the visits to your website result in a potential customer actually making a purchase from you? The search volume for individual words is also important for keyword research. Naturally, a search engine manager will give special importance to the most frequently searched keywords when optimizing your site on-page. Your unique selling proposition among the competition is also important.

While "Optician Berlin" can bring up a wide variety of different companies as a colombia phone number data search result, the search engine manager with the focus on "Optics Hearing Aids Kreuzberg Children" may be able to lead Google precisely to you and your unique specialization.

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Shorttail, Defend and Conquer
The vocabulary of keyword research probably sounds like a closed book to you. But it's really just about how a keyword should be structured for its specific purpose. Short-tail keywords are single words ("optician"). Many laypeople consider them the actual keywords, but they often have little effect on their own. Who should be directed to your site when they enter the word "optician" in a Google search?

Keyword combinations with a "long tail" are better: Long-tail keywords ("Eye Optician Children Friedrichstrasse Berlin") are logically much more effective here. On the other hand, a search engine manager also knows that particularly specific terms are typed in less frequently. Here, it's important to find the right, professional balance when conducting keyword research.

Defend or conquer? The search engine manager also knows the value of defend or conquer keywords. Defend keywords are important search terms that can be used to find you and your offering on the internet. Targeted keyword research for these words serves to defend your position in the Google rankings. Entering so-called conquer keywords, on the other hand, does not lead to a specific provider. Nevertheless, these keywords are important because, assuming a good ranking, they are particularly well suited to acquiring new customers. The search engine manager, who must always be up to date with Google's latest criteria, will therefore always apply a targeted weighting to the individual keyword variants after their keyword research.