How do I create organic keywords

Keyword research: Finding the right keywords made easy

There are basically two approaches to keyword analysis, which also applies to the associated tools:

  • It all starts with a seed keyword: The tool provides more or less relevant keyword suggestions.
  • Or it all starts with my competitors: For which keywords is my competition ranking and optimizing? Where is my competition ranked, but not me? Which other keywords should I cover? Which keywords is the competition bidding on with AdWords?

Seed keywords

Before you start your keyword analysis, you should brainstorm:

  • What do you call the product or service?
  • What do your customers call the product or service?
  • What problems do your customers face in the context of your product or your service?

Seed keywords serve as a starting point for your keyword analysis.

The terms that you write down in this process are your so-called seed keywords. These are exactly those keywords that you type into your keyword tool at the beginning.

Focus keywords

Focus keywords or cornerstone keywords are those Search terms that are crucial for your SEO campaign. These 30 to 50 keywords get the most attention.

They meet one or more of the following criteria:

  • High search volume + towards the end of the customer journey: the best keywords
  • High search volume + early in the customer journey: in order to establish as many points of contact with your brand as possible or to influence the purchase decision as early as possible
  • Good relationship between expense and income
  • You can guarantee that the search terms will convert (e.g. through an AdWords campaign)
  • Specific, concrete, a clear search intention

Step 1: gather ideas

Traditional (seed set)

  • Generate keyword ideas based on a few seed keywords
  • Pick out the keywords that match the customer journey, from awareness to intent to purchase

In this phase, we are primarily concerned with generating as many keywords as possible so that we can no potential overlooked. Only later will we refine our keyword list into a usable utensil.

Competitive based

Pick five competitors that you come across repeatedly when entering your focus keywords.

Using a tool like Ahrefs Keyword Explorer or the SEMRush Keyword Magic Tool, we answer the following questions:

  • Which keywords are my competitors ranking for?
  • For which keywords is my competition ranking but my website is not?
  • For which keywords does my competition run AdWords ads?

With the feature content gap (Ahrefs) you can find keywords for which the competition is ranking and you are not.

You will learn how to use the Ahrefs content gap correctly in this video:

Let's say your competition is really well positioned. This is of course problematic on the one hand, but on the other hand it means: The better your competitors are in search engine optimization, the better the keyword data you get from a competition-based analysis.

Step 2: sort, group and grade

This is where keyword analysis ends for most. A gigantic list has been drawn up, but nobody can work with it. So it was obviously a lot of work ... well done.

In reality, the real work is only now beginning. At this point are the keywords grouped and cleared out. In addition, the prioritization of the individual topics and keywords takes place at this point.

Which search terms to sort out?

  • not relevant to my offer
  • usually do not appear in the target group's customer journey
  • only relevant after the purchase (only interesting in the long term)

You will probably ask yourself why keywords that are too difficult are not included. Well, “too difficult” is relative and often cannot be reliably predicted.

Grouping and structuring

  • Which terms have the same search intention? Which keywords can be ranked with a page?
  • What are my focus keywords?
  • Where is the search query in the customer journey?
  • Which buyer personas are looking for in this way?
  • How do the search terms relate to each other?

You should do the grouping in your Excel sheet right away. Create a suitable column for this.

Keyword Difficulty Level

How difficult it is to rank a certain keyword and how long it takes to rank in the top 3, nobody can say for sure. For one thing, they are Google search results dynamic and on the other the competition does not stand still.


At least an estimate is needed to decide which keywords have priority. At this point you would certainly like to have fixed SEO metrics for assessing the situation, but unfortunately they do not exist. Everything depends on:

  • your link authority and link growth
  • your website
  • the link authority of the competition and its growth
  • the websites of the competition
  • Google updates that change the weighting of the ranking factors
  • ... and an infinite number of other little things
Even today, domain popularity at the domain and page level is one of the best indicators of rankings. The two metrics from Ahrefs are particularly helpful in this context: Domain Rating and URL Rating.

How difficult a keyword is to rank can only be estimated. Even with 10 years of experience, I'm always wrong;)

When we start a new website at Evergreen Media, we like to look at it Keyword Difficulty from KWFinder at. We learned:

  • Everything under 30 can be climbed within 6 months.
  • Everything between 31 and 35 can be climbed in a year.
  • Everything between 35 and 44 can be climbed in one to two years.
  • From 45, it gets tough when you don't really know what you're doing or don't have a budget.

But beware: Sometimes things look simple, but in reality they are extremely difficult to rank. So these numbers are really only a very rough guide. The question is always: Can your content be equally good technically and surpass the link profile (or vice versa)?

Step 3: from keywords to content

Basically there is SEO potential right at the top of the marketing funnel or at the beginning of the customer journey. The majority of search queries fall into the “information” category. According to various sources, between 50 and 80% of the queries on Google are so-called "informational keywords". This means that the greatest SEO leverage is with the informational keywords.

It is also important to note that SEO usually does not have a good ROI in the first year Has. No matter what others say. Search engine optimization is particularly worthwhile because of the snowball effect that occurs after a while (with us after about a year). The accumulated authority and relevance makes it easier and easier to rank new keywords.