Visable 360
The B2B magazine for digital sales
Visable 360
The B2B magazine for digital sales

The key to success: a better ranking with keywords

Keywords are one of the most important factors when it comes to search engine optimisation. But why? And how do you know which keywords are the right ones? Here is where you can find out more about keywords.

Colleagues discussing a keyword strategy


What is a keyword?

Keywords are single or several words which the user enters into the search engine as a search term. The search engine compares the keywords with their index (search engine register) using an algorithm to show the user the respective search results. To ensure the user finds certain content via their search request, it’s necessary that the website in question also contains the words being searched with.

Keywords play a leading role when it comes to search engine optimisation (SEO) and search engine advertising (SEA) – for small enterprises and large corporations alike. When leveraged correctly, they can help to place a product or service prominently in the search results list.



The different kinds of keywords

Keywords can be organised into certain categories in a number of ways. For instance, keywords can be divided according to the user’s intention: into informational, navigational or transactional keywords. The search engine recognises the intent behind the search request and navigates the user to the right website for them. If they want to buy something, they are guided to a shop; if they want information, they land on a website with advice or a tutorial. Good keywords should be in line with the functional objective of the landing page.

At the same time, keywords can be classified according to their content: as money, brand or compound keywords. Due to its focus on transactions and brand awareness, this categorisation is particularly interesting for search engine marketing by companies who have online sales and marketing:

  • Money keywords are terms which are often searched with and frequently combined with a purchase. For example: “Buy shoes” or “Printing machine deals”. If an SEO’s main goal is to push sales, money keywords play a vital role.
  • Brand keywords contain brand names such as “KSB”, “Siemens” or “Jungheinrich”. They are normally used for an informational search, when the user would like to find out more about a brand or a company. When leveraged within the scope of SEO measures, they can reinforce brand awareness – for instance, by creating a connection in the minds of the users between the company’s own brand and high-quality text or informative content.
  • Compound keywords are longer keywords which are a collection of various keywords. They contain prepositions and conjunctions and, as a result, are more concrete and precise. They may also include money and brand keywords. Users frequently use such search terms with the intention of buying a product from a certain brand – such as “Buy KSB pumps” or “Buy Still automation solutions”. In principle, they are focused more on information and not direly geared toward a planned purchase.


Google Ads with Visable


Using keywords: what to look out for

The use of optimal keywords can serve to improve search engine optimisation on the website and ensure successful search engine advertising. When it comes to SEO, there is on-page and off-page optimisation:

  • On-page optimisation: Keywords on a company’s own website help search engines to index the website in certain categories and show it in the search results. The important thing is that the keywords appear in the website’s title, as well as in the meta description, the headlines and, if possible, in the so-called alt text and images too.
  • Off-page optimisation: When it comes to off-page optimisation, the idea is to use keywords on the website of other companies. You need to ensure, however, that the keywords appear in the anchor text of backlinks. Backlinks are links which lead to your own website from another website. Search engines identify these backlinks and use them to judge the relevance of a website. Ideally, this is rewarded with a better ranking in the search results.
  • SEA: In the area of search engine advertising, the success of Google Ads or Bing Ads depends mainly on the use of the right keywords and their function.

Finding the right keywords

Research on keywords is based on the most frequently used keywords by the target group being addressed. They can be determined with the help of various tools. In addition to the primary keyword, which is often used by many websites from the competition for ranking, secondary keywords or keyword combinations on your own website can lead to a good ranking. They can be identified with the use of keyword planners.

In addition to frequency, time is also a relevant component of search activity – enabling SEO measures to focus on the peak of search intensity. In line with this, you should consider offsetting search engine optimisation by two to three months for it to be effective and achieve a better ranking. They therefore need to be completed with the necessary lead-up.

Even before using specialised analysis tools, the use of possible keywords in the Google search field can offer an initial orientation. Google Suggest gives tips on combinations of terms which are often searched for. The number of hits, however, does not provide information on the search intensity – it merely provides a value for orientation, letting you know how many websites include these terms or combination of terms. They hence have to be evaluated again with the help of keyword planners.


Keywords are the main element of search engine marketing. When used correctly, they can significantly increase traffic to a company’s own website. The wrong use of keywords, however, can lead to a poorer ranking for the website in the search engine. For this reason, it’s important to know before creating a website with content, or broadcasting search engine advertising like Google Ads, which keywords are truly helpful for SEO or SEA measures and where they should be leveraged: on-page, off-page or for SEA.


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