Keyword Analysis: The First Step to More Visibility

Last updated: March 2026 · Reading time: 6 minutes

Every SEO strategy begins with the question: What does your target audience search for? Keyword analysis answers this question systematically. It provides the foundation for your page structure, your content, and your prioritization.

Keyword Analysis in Four Steps

1. Collect seed keywords. Start with terms that describe your business. Ask your sales team what questions customers ask. Use Google Search Console for existing rankings.

2. Expand keywords. Tools like Ahrefs, Semrush, or Google Keyword Planner show related terms, questions, and long-tail variations. The "People also ask" box in Google also provides valuable ideas.

3. Evaluate and filter. Search volume alone is not enough. Evaluate each keyword by search intent (informational, navigational, transactional), competition, and business relevance.

4. Assign. Each keyword needs a target page. Build topic clusters: a pillar page for the main topic, linked to cluster articles on subtopics.

Three Mistakes That Make a Keyword Analysis Worthless

Only looking at search volume. "Drupal" has high volume but unclear intent. "Drupal agency Stuttgart" has less volume but clear buying intent and high conversion probability.

Keywords without page structure. A list of 500 keywords is useless if you have no pages to serve them. Keyword analysis must lead to an information architecture.

One-time instead of ongoing. Search behavior changes. New terms emerge, old ones lose relevance. Repeat the analysis at least quarterly.

Keyword Analysis and GEO: What Changes in 2026

Traditional keywords remain relevant for Google rankings. For AI systems, entities, definitive statements, and structured content matter. Your keyword analysis must cover both: search terms for Google and topic areas for AI citations.

arocom calls this dual optimization GEO (Generative Engine Optimization) and has integrated it into SEO strategy for Drupal platforms since 2012.

Keyword analysis for your website?

arocom identifies the search terms relevant to your business — and builds the content strategy on top of them.

Learn more about GEO optimization

What is a keyword analysis?

A systematic research and evaluation of search terms your target audience uses. It forms the foundation for SEO strategy, content planning, and information architecture.

Which tools do I need for a keyword analysis?

Google Search Console (free), Google Keyword Planner (free), and a professional tool like Ahrefs or Semrush (from approx. 100 euros/month). For getting started, the free tools suffice.

How often should a keyword analysis be repeated?

At least quarterly. Search behavior changes due to new trends, seasonal fluctuations, and competitor activities. Google Search Console shows you changes in real time.