The importance of keyword research for successful projects
Keyword research is a central building block for creating online content that your target audience can find. It not only helps you understand relevant search terms but also guides you in identifying user needs. Many companies from various industries often approach us with challenges on how to find and evaluate their appropriate keywords. Especially within step 2 of the KIROI process, it is important to systematically analyse these search terms and create a solid foundation for further project development.
Systematic approach in the KIROI step 2: Evaluate and prioritise keyword lists
In the second step of keyword research, the focus is on evaluating the collected keyword ideas. The aim is to identify keywords that have good search volume and at the same time offer a realistic chance of ranking. Clients often report that they are initially unsure how to meaningfully prioritise the multitude of keywords. Therefore, we place importance on keeping the data as the focus and leaving subjective assessments aside.
Key performance indicators that are considered include monthly search volume, SEO difficulty (i.e. intensity of competition) and cost per click (CPC), if paid advertising is also planned. For example, e-commerce companies can measure which product names or long-tail variants offer more affordable entry points and which keywords are potentially too fiercely contested. Likewise, clinics use this analysis for medical topics to identify terms with high search intent and moderate competition.
A clear documentation of the keywords with their key figures in table form helps to maintain an overview and to select the optimal keyword for each content block. It is important to avoid keyword cannibalisation. Thus, different pages should never target the identical main keyword in order to avoid internal competition and to maximise visibility.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A company from the tourism industry used structured evaluation in the KIROI Step 2 to prioritise keywords across various travel destinations. They analysed search volume and competition for terms such as „family holidays in the mountains“ or „active hiking holidays.“ This data-driven selection allowed the content strategy to be precisely aligned with user needs, and organic reach increased significantly within a few months.
Practical Tools and Methods for Keyword Testing
As part of KIROI step 2, it is advisable to use various tools that provide valuable data and simplify keyword analysis. Well-known examples include Ubersuggest, SEMrush, and Google Keyword Planner, which offer extensive statistics on search volume, competition, and related keywords. Furthermore, the use of free tools such as Wordstream can be useful for initial filtering.
Once a curated keyword list has been created, tools also provide insight into search intent, i.e. whether searchers have informational or transactional intentions. This is important, as companies, especially in the software industry, often test keywords that cater to different user needs – from initial product information to conversion optimisation on the website.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A medium-sized online retailer tested several keyword tools to better optimise product pages. The combination of Google Suggest with SEMrush enabled them to identify relevant search phrases with high traffic potential. At the same time, long-tail keywords were identified that cover specific user queries, such as „breathable running shoes for women“. These data flows helped with the continuous adjustment of titles and product descriptions with measurable success.
The key role of testing is therefore to obtain valid data as a basis for content decisions. In KIROI coaching, it's not about promising immediate successes, but about professional support that provides impetus for practical optimizations and assists in selecting the right tools.
Practical examples from various industries
In the gastronomy sector, targeted keyword research enables online restaurants, for example, to make their menus more discoverable online. Keywords such as „vegan lunch menus Berlin“ or „Italian family restaurant Hamburg“ are specifically evaluated and used where search queries are most likely to lead to an order.
In the healthcare sector, clinics and practices analyse search terms related to treatment methods or symptoms, such as „shoulder osteoarthritis therapy“ or „alternative pain treatment“. This allows them to reach patients more effectively without getting lost in the competition with larger institutions.
KIROI BEST PRACTICE at company XYZ (name changed due to NDA contract)
A startup in the renewable energy sector used the analysis of keywords around „solar panel installation costs“ and „grants for solar systems.“ By strategically prioritising these search terms, they were able to align their blog content to attract visitors with a clear purchase intent. This had a positive impact on lead generation and sustainably boosted brand awareness.
These examples show that in keyword research, listening carefully and understanding the target audience is just as important as technical analysis. The structuring in the second step helps to filter out the right signals.
My analysis
Those who want to master keyword research should not underestimate the evaluation step above all else. In KIROI coaching, we therefore focus precisely on this to derive valuable insights for project realisation from data together. The well-founded analysis of search volume, competition and search intent helps companies from various industries to find the right keywords and use them efficiently. With a structured approach and the right mix of tools, it is possible to support projects sustainably and make them successfully visible.
Further links from the text above:
[1] SEO Keyword Research: Step-by-Step Guide
[2] 10 Clever SEO Keyword Research Examples
[4] Keyword Research Guide | Step-by-Step Guide
[6] How to Do Keyword Research for Your Blog
[7] A step-by-step guide to keyword research
For more information and if you have any questions, please do not hesitate to contact us regarding the topic. Keyword research or read more blog posts on the topic Keyword research here.
Deutsch 
English (UK)