Keyword Research: Step-by-Step Guide

Keyword Research: Step-by-Step Guide

Keyword research is the cornerstone of every successful SEO strategy. Without the right keywords, you can create the best content in the world -- but nobody will find it. At GoldenWing, we have been helping businesses in Austria identify and strategically deploy their ideal keywords for over 3 years. In this comprehensive guide, we walk you through the entire process -- step by step.

What Are Keywords and Why Are They Important?

Keywords are the words and phrases that users type into search engines to find information, products, or services. They form the bridge between what people search for and the content you offer.

Why keywords are crucial:

• Visibility: Without relevant keywords, Google will not find your page for matching search queries
• Relevance: The right keywords ensure you reach the right target audience
• Conversion: Well-chosen keywords attract visitors who actually want to buy or inquire
• Strategy: Keywords determine your entire content strategy and website structure

Professional keyword research is not a nice-to-have but an absolute must-have. It determines whether your SEO efforts succeed or fall flat.

The Different Keyword Types at a Glance

Not every keyword is the same. To build an effective strategy, you need to know and understand the different keyword types.

Short-Tail Keywords (Head Keywords)

Short-tail keywords consist of one to two words and have high search volume. Examples include "web design," "SEO," or "online marketing."

Short-tail keywords are extremely competitive. For a new or mid-sized business, it is nearly impossible to rank on page 1 for "SEO." Therefore, you should view them as long-term goals but not as your primary strategy.

Long-Tail Keywords

Long-tail keywords consist of three or more words and are significantly more specific. Examples include "SEO agency Vienna costs," "web design for doctors Austria," or "WordPress website creation pricing."

Long-tail keywords are the sweet spot for most businesses. They have lower search volume, but users know exactly what they want -- and convert accordingly better.

LSI Keywords (Latent Semantic Indexing)

LSI keywords are semantically related terms that help Google better understand the context of your content. When you write about "keyword research," Google also expects terms like "search volume," "competition," "ranking," and "search intent."

You can find LSI keywords in:

• Google's "Related searches" at the bottom of the page
• The "People Also Ask" section
• Google Autocomplete suggestions
• Tools like LSIGraph or AlsoAsked

Integrating LSI keywords improves the topical depth of your content and signals to Google that you cover a topic comprehensively. This is an important ranking factor.

Understanding Search Intent: The Key to Choosing the Right Keywords

Search intent describes the goal a user pursues with their search query. Google is now very good at recognizing search intent and preferentially ranks content that matches the respective intent.

The Four Types of Search Intent

1. Informational

The user is looking for information or answers. Examples: "What is SEO?", "Keyword research guide," "How does Google Ads work?"

2. Navigational

The user is looking for a specific website or brand. Examples: "GoldenWing Vienna," "Google Search Console login," "Ahrefs Keyword Explorer"

3. Commercial Investigation

The user is comparing options before a purchase decision. Examples: "Best SEO agency Vienna," "Ahrefs vs SEMrush comparison," "Web design prices Austria"

4. Transactional

The user wants to buy or perform an action. Examples: "Book SEO consultation," "Web design Vienna quote," "WordPress website creation service"

How to Determine Search Intent

The simplest way to determine search intent is through Google search itself. Enter your keyword and analyze the top 10 results:

• Are they primarily blog articles and guides? -- Informational
• Does Google mainly show homepages and brands? -- Navigational
• Do comparison sites and reviews dominate? -- Commercial
• Are product pages and shop results at the top? -- Transactional

If you create content that does not match the search intent, you will not rank -- no matter how good your text is. That is why analyzing search intent is an indispensable step in every keyword research process.

The Best Tools for Keyword Research

The right tools make the difference between solid and outstanding keyword research. Here are the most important tools we use at GoldenWing.

Google Keyword Planner (Free)

The Google Keyword Planner is the official tool from Google and delivers data straight from the source. You need a Google Ads account (no active campaign required) to access it.

Advantages:

• Direct data from Google
• Free to use
• Shows search volume ranges and competition
• Keyword suggestions based on seed keywords

Disadvantages:

• Only shows search volume ranges instead of exact numbers (without an active campaign)
• Limited data for organic search (primarily designed for ads)
• No keyword difficulty for organic search

Ahrefs

Ahrefs is one of the most powerful SEO tools on the market and is exceptionally well suited for keyword research. The Keywords Explorer offers extensive data and metrics.

Important metrics in Ahrefs:

• Keyword Difficulty (KD): Difficulty of ranking in the top 10 for a keyword (0-100)
• Search volume: Estimated monthly searches
• Clicks: Estimated clicks on organic results
• CPC: Average cost per click for Google Ads
• Parent Topic: The overarching topic of a keyword

Ubersuggest

Ubersuggest by Neil Patel offers an affordable alternative to premium tools and is particularly well suited for beginners.

Features:

• Keyword suggestions with search volume and SEO difficulty
• Content ideas based on keywords
• Competitor analysis
• Keyword lists and tracking

Google Search Console (Free)

An often underestimated tool for keyword research: Google Search Console shows you which keywords your website already ranks for -- including impressions, clicks, and position.

This data is invaluable because it shows you:

• Quick wins: Keywords where you rank at positions 5-15 and could reach page 1 with optimization
• New opportunities: Keywords for which you get impressions but do not yet rank
• Content gaps: Search queries that lead to your website but for which you have no matching content

Additional Useful Tools

The 7-Step Keyword Research Process

Now it gets practical. Here is the proven 7-step process we use at GoldenWing for every keyword research project.

Step 1: Define Seed Keywords

Seed keywords are the fundamental terms that describe your business. They serve as the starting point for further research.

How to find seed keywords:

1. Brainstorming: What terms would your customers type into Google?
2. Website analysis: What main topics does your website cover?
3. Customer language: What terms do your customers use in conversation?
4. Google Search Console: What terms do you already rank for?

Example for an SEO agency in Vienna:

• SEO agency Vienna
• Web design Vienna
• Online marketing Austria
• Search engine optimization
• Website creation service
• Google Ads management

Step 2: Expand Keywords

Use your seed keywords to generate an extensive list of keyword variations.

Methods for expansion:

• Google Autocomplete: Enter your seed keyword and note the suggestions
• People Also Ask: Collect all related questions
• Related searches: Scroll to the bottom of the Google results page
• Keyword tools: Use Ahrefs, Ubersuggest, or the Keyword Planner
• Competitor keywords: Analyze what your competitors rank for
• Forums and communities: What terms do users use on Reddit, Quora, or Facebook groups?

The goal is to create the most comprehensive raw list possible. Filtering comes in the next step.

Step 3: Analyze and Evaluate Keywords

Now it gets down to business: You evaluate each keyword based on important metrics.

The most important metrics:

Evaluation formula: A good keyword has adequate search volume, manageable difficulty, matches your search intent, and has commercial value.

Step 4: Filter and Prioritize Keywords

Not every keyword is equally important. Filter your list by these criteria:

Exclusion criteria:

• No relation to your business
• Search intent does not match your offering
• Keyword difficulty too high for your domain authority
• Search volume too low (< 10 per month)

Prioritization criteria:

• High priority: High commercial value + manageable difficulty + clear intent
• Medium priority: Good informational potential + medium-high difficulty
• Low priority: Niche keywords with very low volume

Step 5: Determine Search Intent per Keyword

For each prioritized keyword, determine the exact search intent and the matching content type.

Step 6: Group Keywords

Group related keywords into thematic clusters. This helps with content planning and prevents you from creating multiple pages for the same topic.

Example grouping:

Cluster "Keyword Research":

• Keyword research guide
• Find keywords
• Conduct keyword analysis
• Keyword research tools
• Find long-tail keywords

All keywords in a cluster are ideally covered by one comprehensive pillar page and several supporting posts.

Step 7: Create a Keyword Map

In the final step, you assign each keyword to a specific page on your website. This keyword map is the strategic result of your entire research.

Example mapping:

Important: Each primary keyword may only be assigned to one page. If multiple pages rank for the same keyword, keyword cannibalization occurs -- a common SEO mistake that sabotages your rankings.

Competitor Analysis: Learning from the Competition

One of the most effective methods of keyword research is analyzing your competitors. Why research everything from scratch when you can see what your competitors already rank for successfully?

How to Analyze Your Competitors' Keywords

1. Identify competitors

Search for your most important keywords and note the websites that consistently appear in the top 10. These are your SEO competitors (which may differ from your business competitors).

2. Conduct a keyword gap analysis

Use tools like Ahrefs or SEMrush to conduct a keyword gap analysis. This shows you keywords your competitors rank for but you do not.

3. Analyze top pages

Look at your competitors' pages that get the most organic traffic. What topics do they cover? What keywords do they use?

4. Find content gaps

Identify topics your competitors have not yet covered. These are your opportunities to rank first.

What to Look for in Competitor Analysis

• Domain Authority: If your competitor has a DA of 80 and you have 20, you will not beat them for competitive keywords. Focus on keywords where you are on equal footing.
• Content quality: How good is the top-ranking content? Can you create something better?
• Backlink profile: How many and what kind of backlinks do the top results have? This gives you an idea of the effort required.
• Content freshness: When was the content last updated? Outdated content presents opportunities.

Keyword Mapping: Every Keyword Has Its Place

Keyword mapping is the strategic plan that assigns each keyword to a specific page on your website. It is the result of your entire research and the foundation for your content strategy.

Why Keyword Mapping Matters

• Prevents keyword cannibalization: When two of your pages rank for the same keyword, they weaken each other
• Provides content direction: You know exactly which keyword each page should target
• Structures your website: The keyword map reflects the ideal website structure
• Measurable: You can track ranking development for each page

How to Create an Effective Keyword Map

Step 1: Create a table with the following columns:

• Primary keyword
• Secondary keywords (3-5)
• Search volume
• Keyword difficulty
• Search intent
• Target page (URL)
• Content status (existing/to create/to optimize)

Step 2: Assign each primary keyword to a page. The rule:

• Transactional keywords -- Landing pages, product pages, service pages
• Informational keywords -- Blog articles, guides, glossary entries
• Commercial keywords -- Comparison pages, case studies, testimonials
• Navigational keywords -- Homepage, about page, contact page

Step 3: Check for overlaps. No primary keyword should be assigned twice.

Content Clusters: Building Topical Authority

Content clusters are an advanced SEO strategy that takes your keyword research to the next level. The concept is based on the pillar-cluster model.

How Content Clusters Work

A content cluster consists of:

1. Pillar page: A comprehensive main page on an overarching topic (e.g., "SEO Guide")
2. Cluster content: Several specialized posts on subtopics (e.g., "Keyword Research," "On-Page Optimization," "Link Building")
3. Internal links: All cluster pages link to the pillar page and to each other

Example of a Content Cluster for "SEO"

Content clusters signal to Google that you comprehensively cover a topic. This strengthens the topical authority of your entire domain and improves rankings for all pages in the cluster.

Local Keywords for the Austrian Market

For businesses in Austria, local keywords are particularly valuable. They often have less competition than generic keywords but a higher conversion rate.

Particularities of the Austrian Market

The Austrian market has some particularities you need to consider in keyword research:

• Linguistic differences: Austrian German differs from standard German. "Paradeiser" instead of "Tomate" (tomato), "Jaenner" instead of "Januar" (January). For some search queries, Austrians use different terms than Germans.
• Search volume context: Austria has about 9 million inhabitants -- so search volumes are significantly lower than in Germany. A keyword with 100 monthly searches can already be very valuable in Austria.
• Local modifiers: Cities and federal states play an important role. "Web design Vienna" is a different keyword than "web design Graz" or "web design Austria."
• Google.at vs. Google.de: Make sure you use keyword data for google.at, not google.de.

Strategies for Local Keywords

1. City + Service:

• SEO agency Vienna
• Web design agency Vienna
• Online marketing Graz

2. Region + Service:

• Web design Lower Austria
• SEO consulting Tyrol
• Online shop creation Upper Austria

3. "Near me" keywords:

• Web design agency near me
• SEO consultant near me

4. Austria-specific keywords:

• WKO funding website
• Digitalization SME Austria
• Website creation Austria

Local keywords should have a firm place in your keyword strategy -- especially if you offer services in a specific region. At GoldenWing, we have over 3 years of experience developing local SEO strategies for Austrian businesses.

Keyword Tracking: Measuring and Optimizing Success

Keyword research is not a one-time project but an ongoing process. Regular tracking of your keyword rankings is essential to measure progress and adjust your strategy.

Important Metrics for Keyword Tracking

• Ranking position: Where does your page stand for a specific keyword?
• Visibility index: How visible is your entire domain in search results?
• Organic traffic: How much traffic comes from organic search?
• CTR (Click-Through Rate): What percentage of impressions lead to clicks?
• Conversions: How many visitors become leads or customers?

Tools for Keyword Tracking

Best Practices for Tracking

1. Do not track too many keywords at once: Focus on your 50-100 most important keywords
2. Set realistic timeframes: SEO takes time. Do not expect results within weeks
3. Analyze trends rather than snapshots: A single ranking drop is no reason to panic
4. Segment by search intent: Compare transactional and informational keywords separately
5. Use the [SEO Checker](/de/tools/seo-checker): Regularly check the technical health of your website

The 10 Most Common Keyword Research Mistakes

In over 3 years of experience with SEO projects, we at GoldenWing have seen many mistakes -- and learned from them ourselves. Here are the most common mistakes and how to avoid them.

1. Only Focusing on Search Volume

A keyword with 10,000 monthly searches is useless if the keyword difficulty is 90 and you have a new website. Always consider the interplay of all metrics.

2. Ignoring Search Intent

You create a blog post for a transactional keyword or a product page for an informational keyword. Result: You will not rank because Google does not consider the content type appropriate.

3. Keyword Cannibalization

Multiple pages on your website compete for the same keyword. Google does not know which page to rank, and both lose. A clean keyword map prevents this.

4. Neglecting Local Keywords

A particularly common mistake for Austrian businesses. Generic keywords like "web design" are much harder to rank for than "web design Vienna."

5. Using Outdated Keyword Data

Search volumes and trends change. What was relevant two years ago may no longer be relevant today. Update your keyword research at least quarterly.

6. Not Analyzing the Competition

If you do not know what the competition ranks for, you miss opportunities and waste resources on keywords that cannot be won.

7. Keyword Stuffing

The days when you could pack a keyword 50 times into a text are over. Google detects keyword stuffing and penalizes it. Write naturally and use semantically related terms.

8. Using Only One Tool

No single tool has all the data. Combine at least two to three tools for a complete picture.

9. Ignoring Content Clusters

Individual, isolated posts struggle more than thematically connected content clusters. Plan your keywords in clusters.

10. Not Targeting Long-Tail Keywords

Many businesses focus only on short-tail keywords and miss the valuable long-tail opportunities with higher conversion rates.

Keyword Research in Practice: An Example

To illustrate the entire process, let us walk through a practical example for a fictional Viennese restaurant.

Starting Situation

• Italian restaurant in Vienna, 1st district
• Website exists but barely any organic traffic
• Goal: More reservations through Google

Step-by-Step Approach

Seed keywords:

• Restaurant Vienna
• Italian restaurant Vienna
• Pizza Vienna
• Pasta Vienna
• Italian dining Vienna

Expansion through tools and Google analysis:

Prioritization:

• High: "Restaurant 1st district Vienna," "Italian dining Vienna city center" (manageable KD, clear intent)
• Medium: "Best pizza Vienna," "Italian restaurant Vienna" (higher KD, but high volume)
• Low: "Truffle pasta Vienna" (niche, but low volume)

Keyword mapping:

This example shows how you can systematically apply the 7-step process to any business. At GoldenWing, we are happy to support you -- contact us for a custom keyword strategy.

FAQ: Frequently Asked Questions About Keyword Research

How often should I conduct keyword research?

You should conduct a thorough fundamental keyword research once and then update it at least quarterly. In dynamic industries, a monthly review can be worthwhile. New trends, seasonal changes, and competitor activities can influence your keyword strategy.

How many keywords should I target per page?

Each page should have one primary keyword and three to five secondary keywords. Do not try to optimize a single page for 20 different keywords -- that dilutes the focus. For related keywords with different search intent, create separate pages.

Are free keyword tools sufficient?

For getting started and for smaller websites, free tools like Google Keyword Planner, Google Search Console, and Ubersuggest (free version) can be sufficient. For professional SEO work, however, we recommend a premium tool like Ahrefs or SEMrush, as they provide significantly more accurate data and more features.

What is the difference between keyword difficulty and competition?

Keyword difficulty (KD) refers to the difficulty of ranking in organic search results and is calculated by SEO tools. "Competition" in Google Keyword Planner refers to ad competition in Google Ads. Both metrics measure different things.

How long does it take to rank for a keyword?

That depends on many factors: keyword difficulty, domain authority of your website, content quality, and backlinks. For keywords with low difficulty (KD < 20), you can see results within two to four months. For competitive keywords (KD > 50), it can take six months to over a year.

Should I create content for a keyword with zero search volume?

Yes, in certain cases. Keywords with zero search volume in tools can still be valuable -- especially long-tail keywords for which tools have no data. If the keyword fits your business and has a clear search intent, it can be worthwhile to create content for it.

What is the difference between keyword research and keyword analysis?

Keyword research is the process of finding and collecting new potential keywords. Keyword analysis evaluates these keywords based on metrics like search volume, difficulty, and search intent. In practice, both processes go hand in hand.

How do I naturally integrate keywords into my content?

Place your primary keyword in the title tag, the H1, the meta description, the first paragraph, and in one to two H2 headings. In the body text, it should appear naturally -- a keyword density of one to two percent is a good guideline. Also use synonyms and LSI keywords to keep the content natural and reader-friendly.

Keywords for Voice Search and AI Assistants

The way people search is fundamentally changing. 32% of Austrian internet users regularly use voice search, and AI assistants like ChatGPT, Google Gemini, and Perplexity are increasingly influencing search behavior. For your keyword research, this means: You need to think beyond traditional search terms.

How Voice Search Keywords Differ

Voice searches differ fundamentally from typed searches:

• Longer: Average 7-10 words instead of 2-3 words for typed searches
• Natural language: Complete sentences and questions instead of keywords
• Local focus: 46% of all voice searches have local intent ("Where is the nearest pharmacy?")
• Question format: Often begin with "How," "What," "Where," "When," "Why," "Who"

Comparison example:

Finding Voice Search Keywords

Method 1: Google "People Also Ask"

The "People Also Ask" box in Google search results is a goldmine for voice search keywords. Click each question to discover more related questions. Document all relevant questions in your keyword sheet.

Method 2: AnswerThePublic and AlsoAsked

These tools visualize questions around a keyword:

• AnswerThePublic (3 free searches/day): Shows questions sorted by question words
• AlsoAsked (10 free searches/month): Shows hierarchical question relationships
• Keyword Tool.io: Has its own "Questions" filter

Method 3: Forum and Community Analysis

Search forums, Reddit (r/Austria, r/Wien), and Quora for questions from your target audience. The phrasing in forums often corresponds to the natural language used in voice searches.

Optimization for AI Assistants

AI-based search systems like Google AI Overviews, Perplexity, or ChatGPT with web search are additionally changing keyword strategy:

What AI search prefers:

• Clear, structured answers: AI systems preferentially cite content that directly and precisely answers a question
• Comparisons and lists: "Top 10," "vs.," and tabular comparisons are frequently used as sources
• Current data: AI systems prefer current, dated content with concrete numbers
• Authoritative sources: E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) become even more important

Practical implementation:

1. Create an FAQ section with the 5-10 most common questions for each main keyword
2. Answer each question directly and precisely in the first 2-3 sentences, then add details
3. Use schema markup (FAQ schema, HowTo schema) for machine-readable structuring
4. Update your content quarterly with current numbers and statistics

Integrating Conversational Keywords

For a holistic keyword strategy, we recommend researching 3-5 conversational variants for each primary keyword and integrating them into your content:

• Use these as H2/H3 headings in FAQ sections
• Integrate natural question formulations into your body text
• Create dedicated FAQ pages for the most common voice search queries in your industry

Negative Keywords: Avoiding Irrelevant Traffic

Negative keywords are an often overlooked but crucial component of an effective keyword strategy. While most marketers focus on finding the right keywords, many forget to actively exclude the wrong ones. This applies especially to Google Ads but also affects the organic SEO strategy.

What Are Negative Keywords?

Negative keywords are search terms you explicitly do not want to rank or advertise for. They prevent your ads from being shown for irrelevant searches and ensure your organic content reaches the right target audience.

Example: A premium web design agency in Vienna does not want to appear for search queries like "create free website," "free website builder," or "web design internship."

Negative Keywords for Google Ads

In the Google Ads context, negative keywords are essential:

• They lower cost per click by avoiding irrelevant clicks
• They improve click-through rate (CTR), which positively affects the quality score
• A better quality score leads to lower click prices and better ad positions

The 5 most important categories of negative keywords:

1. "Free/Gratis" variants: free, gratis, no cost -- if you offer premium services
2. Job-related keywords: job opening, career, salary, internship, apprenticeship -- if you are not advertising positions
3. DIY keywords: do it yourself, create yourself, tutorial -- if you sell services
4. Competitor brands: If you do not want to bid on competitor names
5. Irrelevant industries: Similar terms from other industries that cause confusion

Practical tip for the Austrian market: Consider regional language variants. The word "Jaenner" (Austrian) and "Januar" (standard German) can signal different search intents. Likewise "Matura" vs. "Abitur" or "Ordinationsassistentin" vs. "Arzthelferin."

Negative Keywords for Organic SEO

Negative keywords also play a role in organic search, though differently than in Google Ads:

Adjust content strategy:

• Analyze in Google Search Console which search queries your pages appear for
• Identify queries with high impressions but low click-through rates -- these can be hints of irrelevant rankings
• Adjust your content to sharpen the target audience: Sometimes it helps to explicitly state who the content is not intended for

Avoid keyword cannibalization:

• When multiple of your pages rank for the same keyword, they steal traffic from each other
• Create a clear keyword map: Each primary keyword is assigned to exactly one page
• Use canonical tags and internal linking to signal the main page to Google

Creating and Maintaining a Negative Keywords List

Create a master negative list that you update regularly:

1. Initial research (at campaign launch): Brainstorm 50-100 irrelevant terms
2. Weekly analysis: Check the Google Ads search terms report for new irrelevant queries
3. Monthly GSC analysis: Check Google Search Console for unwanted organic rankings
4. Quarterly review: Check the entire list for relevance

Keyword Research for YouTube and Video SEO

YouTube is the second-largest search engine in the world after Google. In Austria, 72% of 14-69-year-olds use YouTube regularly. Keyword research for YouTube differs fundamentally from classic Google research.

Why YouTube Keywords Work Differently

YouTube has its own algorithm that weighs different signals than Google:

• Watch time is the most important ranking factor, not clicks or backlinks
• Engagement (likes, comments, shares) directly influences ranking
• Search behavior on YouTube is more focused on "how-to" and entertainment
• Suggested videos often bring more traffic than YouTube search itself

YouTube Keyword Research: The Best Methods

Method 1: YouTube Autocomplete

Enter your base keyword in the YouTube search bar and note the suggestions. These are based on actual YouTube user search behavior and are often surprisingly different from Google search queries.

Method 2: TubeBuddy and vidIQ

These browser extensions (both with free versions) show you:

• Search volume specifically for YouTube
• Competition scores for keywords
• Related keywords and tags
• Keywords that competitor videos rank for

Method 3: Google Trends (YouTube filter)

In Google Trends, you can switch the data source to "YouTube Search." This shows you which topics are currently trending on YouTube. Especially useful for seasonal content planning.

Method 4: Competitor analysis

Analyze the most successful videos from your competitors:

• What titles do they use?
• What tags are set? (visible via TubeBuddy/vidIQ)
• What description keywords do they use?
• Which search queries do their videos appear for?

Using YouTube Keywords Correctly

Title (most important on-page element):

• The main keyword should be as early as possible
• Maximum length: 60 characters (gets cut off otherwise)
• Use numbers and power words: "7 Tips," "Complete Guide," "in 10 Minutes"

Description (often underestimated):

• The first 2-3 lines are visible without "Show more" -- put your keywords here
• Use 200-300 words with natural keyword integration
• Add timestamps for chapters -- YouTube uses these for search

Tags (secondary but relevant):

• 5-8 relevant tags, starting with the exact main keyword
• Mix of specific and broad keywords
• Also use German-language variants and synonyms

Subtitles/Transcripts: YouTube generates automatic subtitles, but manual subtitles are significantly more accurate and give YouTube more context. Upload a correct transcript -- this demonstrably improves your ranking.

For the Austrian market: Pay attention to whether your target audience searches for German or Austrian terms. "Palatschinken Rezept" has significantly more search volume in Austria than "Pfannkuchen Rezept." Adjust your YouTube keywords accordingly.

Keyword Research for AI-Powered Search: Optimizing for AI Overviews

With the growing prevalence of AI Overviews in Google and other AI-powered search systems, the way users find and consume information is changing. For Austrian businesses, this means: Classic keyword research must be extended by a new dimension to remain visible in AI-generated answers.

How AI Overviews Change Keyword Strategy

Google AI Overviews deliver direct answers to search queries before the user clicks an organic result. This has profound implications for your keyword strategy:

• Informational keywords lose click potential: For search queries like "What is responsive design?" the AI delivers a direct answer. The click to your website does not happen, even if you rank at position 1.
• Complex, multi-part questions gain importance: Search queries like "Responsive design costs for SMEs in Austria with custom CMS" are too specific for a generic AI answer -- click potential remains here.
• Source citation in AI Overviews: Google links the sources from which the AI answer was generated. Websites cited as sources receive a new form of visibility.

Identifying Keyword Types for the AI Era

Expand your keyword research with an additional categorization -- the AI vulnerability analysis:

Highly vulnerable keywords (AI Overview replaces the click):

• Simple definition questions: "What is SEO?"
• Fact-based queries: "Google Core Web Vitals thresholds"
• List formats: "Best SEO tools 2026"

Moderately vulnerable keywords (AI Overview provides partial answer):

• Comparison questions: "WordPress vs. Payload CMS for Austrian businesses"
• How-to queries with multiple steps: "Website relaunch step by step"

Low vulnerability keywords (AI Overview cannot fully answer):

• Location-specific services: "Web design agency Vienna 1010 with healthcare experience"
• Individual consultation questions: "Is a headless CMS worthwhile for my trade business?"
• Transactional search queries: "Request web design quote"

Optimization for AI Overview Citation

If your website is cited as a source in an AI Overview, you receive visibility and clicks from an entirely new channel. Here is how to increase the probability of being cited:

• Provide clear, structured answers in your content -- use short paragraphs that precisely answer a specific question
• Publish unique data and original research -- proprietary studies, survey results, or market analyses for the Austrian market are particularly valuable for AI systems because they represent exclusive data sources
• Demonstrate expertise through E-E-A-T signals: Author profiles with qualifications, source citations, current data, and industry-specific expertise
• Build FAQ sections into your pages that answer specific questions in natural language

Conversational Keywords and Long-Tail Extension

AI-powered search promotes a conversational search style. Users formulate longer, more natural queries because they know the AI understands complex questions. Adjust your keyword research accordingly:

• Intensify question-based research: Tools like AlsoAsked or Google's "Related Questions" feature deliver the conversational search queries that trigger AI Overviews
• Add context keywords: Instead of only targeting "web design costs," optimize for "web design costs for a small business in Austria with online shop integration"
• Topic clusters instead of individual keywords: Build comprehensive content hubs that illuminate a topic from all perspectives. AI systems prefer sources that demonstrate topical authority.

Monitoring: Measuring Your Visibility in AI Overviews

Integrate AI visibility into your keyword monitoring:

• Track which keywords trigger AI Overviews and whether your website is cited as a source
• Compare CTR changes for keywords that receive AI Overviews versus those without
• Identify content gaps: If competitors are cited in AI Overviews and you are not, analyze their content structure and information depth

AI-powered search is not a threat but an opportunity for differentiation. Businesses that adapt their keyword strategy now and focus on topical depth rather than superficial keyword coverage will benefit long-term -- in both classic rankings and AI Overviews.

Conclusion: Keyword Research as the Foundation of Your SEO Success

Keyword research is not a one-time task but an ongoing process that forms the foundation for all subsequent SEO efforts. With the right process, the appropriate tools, and a well-thought-out strategy, you can find the keywords that propel your business forward.

In summary, the key points are:

• Understand the different keyword types and their characteristics
• Always analyze search intent before creating content
• Use a combination of free and premium tools
• Follow a structured process instead of researching randomly
• Create a keyword map and content clusters
• Consider local keywords for the Austrian market
• Track your rankings regularly and adjust your strategy

Need help with keyword research for your business? At GoldenWing, we have over 3 years of experience with keyword strategies for Austrian businesses. Contact us for a free initial consultation and let us find the keywords that will grow your business together.