Keyword-Recherche: Schritt-für-Schritt Anleitung

Keyword Research: Step-by-Step Guide

Keyword research is the foundation of every successful SEO strategy. Without the right keywords, you can create the best content in the world—but no one will find it. At GoldenWing, we've been helping companies in Austria identify and strategically implement their ideal keywords for over three years. In this comprehensive guide, we'll show you the entire process—step by step.

What are keywords and why are they important?

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

Why keywords are crucial:

• visibilityWithout relevant keywords, Google won't find your page for matching search queries.
• relevanceThe right keywords ensure that you reach the right target audience.
• ConversionWell-chosen keywords attract visitors who actually want to buy or inquire.
• strategyKeywords determine your entire content strategy and website structure.

Professional keyword research is therefore not a nice-to-have, but an absolute must-have. It determines whether yourSEO measuresare successful or come to nothing.

An overview of the different keyword types

Not all keywords are created equal. 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 or two words and have a high search volume. Examples include "web design", "SEO", or "online marketing".

Short-tail keywords are extremely competitive. For a new or medium-sized company, it's virtually impossible to rank on page 1 for SEO. Therefore, you should consider 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 price".

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

Latent Semantic Indexing (LSI) keywords

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

You can find LSI keywords, among others:

• In Google's "Related searches" at the bottom of the page
• In the "People Also Ask" section
• In the suggestions of the Google Autocomplete function
• Through tools like LSIGraph or AlsoAsked

Integrating LSI keywords improves the thematic depth of your content and signals to Google that you are covering 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 prioritizes content that matches the respective intent.

The four types of search intent

1. Informational (information-oriented)

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

2. Navigational (navigation-oriented)

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

3. Commercial Investigation (commercial comparative)

Users compare options before making a purchase decision. Examples: "Best SEO agency Vienna", "Ahrefs vs SEMrush comparison", "Web design prices Austria"

4. Transactional (transaction-oriented)

The user wants to make a purchase or perform an action. Examples: "Book SEO consulting", "Web design Vienna offer", "Have a WordPress website created"

How to determine search intent

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

• Are they primarily blog articles and guides? →Informational
• Google primarily displays homepages and brands? →Navigational
• Do comparison sites and test reports dominate? →Commercial
• Are product pages and shop results at the top? →Transactional

If you create content that doesn't match the search intent, you won't rank—no matter how good your text is. That's why analyzing search intent is an essential step in any keyword research.

The best tools for keyword research

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

Google Keyword Planner (free)

The Google Keyword Planner is Google's official tool and delivers data directly 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:

• Shows only 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 particularly well-suited for keyword research. Its Keyword Explorer offers extensive data and metrics.

Key metrics in Ahrefs:

• Keyword Difficulty (KD)Difficulty ranking in the top 10 for a keyword (0-100)
• Search volumeEstimated monthly search queries
• ClicksEstimated clicks on organic results
• CPCAverage cost per click for Google Ads
• Parent TopicThe overarching theme 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: TheGoogle Search Consoleshows you which keywords your website is already ranking for -- including impressions, clicks and position.

This data is invaluable because it shows you:

• Quick WinsKeywords where you rank in position 5-15 and can reach page 1 with optimization
• New opportunitiesKeywords for which you get impressions, but don't yet rank
• Content gapsSearch queries that lead to your website, but for which you have no suitable content

Other useful tools

The 7-step process of keyword research

Now let's get practical. Here's the proven 7-step process we at GoldenWing use for every keyword research.

Step 1: Define seed keywords

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

Here's how to find seed keywords:

1. brainstormingWhat terms would your customers enter into Google?
2. Website analyticsWhat main topics does your website cover?
3. Customer languageWhat terms do your customers use in conversation?
4. Google Search ConsoleFor which terms are you already ranking?

Example of an SEO agency in Vienna:

• SEO agency Vienna
• Web design Vienna
• Online Marketing Austria
• Search engine optimization
• Have a website created
• Google Ads Management

Step 2: Expand keywords

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

Methods for expansion:

• Google AutocompleteEnter your seed keyword and note the suggestions.
• People Also AskCollect all related questions
• Similar searchesScroll down on the Google results page.
• Keyword toolsUse Ahrefs, Ubersuggest, or the Keyword Planner.
• Competitor keywordsAnalyze what your competitors are ranking for.
• Forums and CommunitiesWhat terms do users use on Reddit, Quora, or in 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 we get down to brass tacks: You evaluate each keyword based on important metrics.

The most important metrics:

Evaluation formulaA good keyword has a reasonable search volume, a 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 according to these criteria:

Exclusion criteria:

• No connection to your business
• The search intent doesn't match your offer.
• Keyword difficulty too high for your domain authority
• Search volume too low (< 10 per month)

Prioritization criteria:

• High priorityHigh commercial value + manageable difficulty + clear intention
• Medium priorityGood informational potential + medium difficulty
• Low priorityNiche keywords with very low volume

Step 5: Determine search intent for each keyword

For each prioritized keyword, you now determine the exact search intent and the appropriate content type.

Step 6: Group keywords

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

Example grouping:

Cluster "Keyword Research":

• Keyword Research Guide
• Find keywords
• Conduct keyword analysis
• Keyword research tools
• Finding long-tail keywords

Ideally, all keywords in a cluster are covered by a comprehensive pillar page and several supporting articles.

Step 7: Create keyword mapping

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

Example mapping:

Important:Each primary keyword should only be assigned to one page. If multiple pages rank for the same keyword, keyword cannibalization occurs—a common occurrence.SEO mistakes, who is sabotaging your rankings.

Competitor analysis: Learning from the competition

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

How to analyze your competitors' keywords

1. Identify competitors

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

2. Conduct a keyword gap analysis

Use tools like Ahrefs or SEMrush to perform a keyword gap analysis. This will show you keywords that your competitors are ranking for, but you are not.

3. Analyze top pages

Look at the websites of your competitors that receive the most organic traffic. What topics do they cover? What keywords do they use?

4. Find content gaps

Identify topics that your competitors aren't yet covering. These are your opportunities to rank first.

What you should pay attention to in competitor analysis

• Domain AuthorityIf your competitor has a DA of 80 and you have one of 20, you won't beat them on competitive keywords. Focus on keywords where you're on a level playing field.
• Content qualityHow good is the top-ranking content? Can you create something better?
• Backlink profileHow many and what kind of backlinks do the top results have? This gives you an idea of the effort involved.
• Content updatesWhen was the content last updated? Outdated content offers 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 all your research and the foundation for your content strategy.

Why keyword mapping is important

• Prevents keyword cannibalizationIf two of your pages rank for the same keyword, they weaken each other.
• Provides content directionYou know exactly which keyword each page should target.
• Structure your websiteThe keyword map reflects the ideal website structure.
• MeasurableYou can track the ranking development for each page.

How to create an effective keyword mapping

Step 1Create 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 be created/to be optimized)

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

• Transactional Keywords→ Landing pages, product pages, service pages
• Informational Keywords→ Blog articles, guides, glossary entries
• Commercial Keywords→ Comparison sites, case studies, testimonials
• Navigational Keywords→ Homepage, About page, Contact page

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

Content clusters: Building thematic 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.

This is how content clusters work

A content cluster consists of:

1. Pillar Page: A comprehensive main page on a general topic (e.g., "SEO Guide")
2. Cluster contentSeveral specialized articles on subtopics (e.g., "Keyword Research", "On-Page Optimization", "Link Building")
3. Internal linksAll 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 cover a topic comprehensively. This strengthens the thematic authority of your entire domain and improves the rankings of all pages within the cluster.

Local keywords for the Austrian market

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

Special features of the Austrian market

The Austrian market has some special features that you need to consider when researching keywords:

• Linguistic differencesAustrian German differs from standard German. For example, "Paradeiser" is used instead of "Tomate" (tomato), and "Jänner" instead of "Januar" (January). In some search queries, Austrians use different terms than Germans.
• Search volume contextAustria has approximately 9 million inhabitants – so the search volume is significantly lower than in Germany. A keyword with 100 monthly searches can already be very valuable in Austria.
• Local modifiersCities 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.deMake sure you use keyword data for google.at, not for 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 in Tyrol
• Create an online shop in Upper Austria

3. "Nearby" keywords:

• Web design agency nearby
• SEO consultants near me

4. Austria-specific keywords:

• WKO funding website
• Digitalization of SMEs in Austria
• Create a website in 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 three years of experience developing local SEO strategies for Austrian businesses.

Keyword tracking: Measure and optimize success

Keyword research is not a one-off project, but an ongoing process. Regularly tracking your keyword rankings is crucial to measuring progress and adjusting your strategy.

Important metrics for keyword tracking

• Ranking positionWhere does your page rank for a specific keyword?
• Visibility IndexHow visible is your entire domain in the search results?
• Organic trafficHow much traffic comes from organic search?
• CTR (Click-Through-Rate)What percentage of impressions lead to clicks?
• ConversionsHow many visitors become leads or customers?

Tools for keyword tracking

Best practices for tracking

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

The 10 most common mistakes in keyword research

With over three years of experience with SEO projects, we at GoldenWing have seen many mistakes—and learned from them. Here are the most common errors and how to avoid them.

1. Focus only 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 pay attention to the interplay of all metrics.

2. Ignore search intent

You create a blog post for a transactional keyword or a product page for an informational keyword. Result: You won't rank because Google doesn't consider the content type a good fit.

3. Keyword cannibalization

Multiple pages on your website are competing for the same keyword. Google doesn't know which page to rank, and both lose out. Clean keyword mapping prevents this.

4. Neglecting local keywords

This is a particularly common mistake for Austrian companies. Generic keywords like "web design" are much harder to rank for than "web design Vienna".

5. Use outdated keyword data

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

6. Don't analyze the competition

Those who don't know what their competitors are ranking for miss opportunities and waste resources on keywords that cannot be won.

7. Keyword stuffing

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

8. Use only one tool

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

9. Ignore content clusters

Isolated, individual posts have a harder time than thematically linked content clusters. Plan your keywords in clusters.

10. Don't rely on long-tail keywords

Many companies focus solely on short-tail keywords and miss out on valuable long-tail opportunities with higher conversion rates.

Keyword research in practice: An example

To illustrate the entire process, we will go through a practical example using a fictional Viennese restaurant.

Initial situation

• Italian restaurant in Vienna, 1st district
• Website exists, but there is hardly any organic traffic.
• Goal: More reservations via Google

Step-by-step procedure

Seed keywords:

• Restaurant Vienna
• Italian Restaurant Vienna
• Pizza Vienna
• Pasta Vienna
• Italian food in Vienna

Enhancement through tools and Google analytics:

Prioritization:

• High"Restaurant 1st district Vienna", "Italian food Vienna city center" (feasible KD, clear intention)
• Medium"Best Pizza Vienna", "Italian Restaurant Vienna" (higher customer base, 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're happy to support you with that.contact usfor an individual keyword strategy.

FAQ: Frequently asked questions about keyword research

How often should I conduct keyword research?

You should conduct thorough initial keyword research and then update it at least quarterly. In dynamic industries, a monthly review can be beneficial. New trends, seasonal changes, and competitor activity can all 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. Don't try to optimize a single page for 20 different keywords—that dilutes the focus. Create separate pages for related keywords that have a different search intent.

Are free keyword tools sufficient?

For beginners and smaller websites, free tools like the Google Keyword Planner, Google Search Console, and Ubersuggest (free version) may suffice. For professional use,SEO workHowever, we recommend a premium tool like Ahrefs or SEMrush, as they offer 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. The "Competition" metric in the Google Keyword Planner refers to ad competition in Google Ads. Therefore, these two metrics measure different things.

How long does it take to rank for a keyword?

This depends on many factors: keyword difficulty, your website's domain authority, content quality, and backlinks. For low-difficulty keywords (KD < 20), you can expect to see results within two to four months. For highly 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 the tools have no data. If the keyword is relevant to 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 such as 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 heading, the meta description, the first paragraph, and one or two H2 headings. It should appear naturally in the body text—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 usersUsers regularly employ 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 languageUse complete sentences and questions instead of keywords.
• Local relevance:46% of all voice searches have local intent.("Where is the nearest pharmacy?")
• Question formatThey often begin with "How", "What", "Where", "When", "Why", "Who"

Example comparison:

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 on each question to discover more related questions. Document all relevant questions in your keyword sheet.

Method 2: AnswerThePublic and AlsoAsked

These tools visualize questions related to a keyword:

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

Method 3: Forum and Community Analysis

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

Optimization for AI assistants

AI-based search systems such as Google AI Overviews, Perplexity, or ChatGPT with web search further change the keyword strategy:

What AI search prefers:

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

Practical implementation:

1. Create an FAQ section for each main keyword, containing the 5-10 most frequently asked questions.
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 figures and statistics.

Integrate conversational keywords

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

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

Negative keywords: Avoid 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 consider the negative ones.To actively exclude incorrect keywordsThis applies particularly to Google Ads, but also to organic SEO strategy.

What are negative keywords?

Negative keywords are search terms for which you have explicitly searched.notWhether you want to rank or advertise, they prevent your ads from appearing for irrelevant search queries and ensure that your organic content reaches the right target audience.

ExampleA premium web design agency in Vienna does not want to appear in search results for queries such as "create a free website", "free website builder", or "web design internship".

Negative keywords for Google Ads

Negative keywords are indispensable in the context of Google Ads:

• They reduce the cost per click by avoiding irrelevant clicks.
• They improve the click-through rate (CTR), which has a positive effect on 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" versionsfree, gratis, free of charge, without cost -- if you offer premium services
2. Job-related keywordsJob offer, career, salary, internship, training -- if you are not advertising any jobs
3. DIY keywordsDIY, create yourself, instructions, tutorial -- if you sell services
4. Competitor brandsIf you do not wish to bid on competitor names
5. Irrelevant industriesSimilar terms from other industries that cause confusion

Practical tip for the Austrian marketConsider regional language variations. The word "Jänner" (Austrian) and "Januar" (German) can signal different search intentions. Similarly, "Matura" vs. "Abitur" or "Ordinationsassistentin" vs. "Arzthelferin".

Negative keywords for organic SEO

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

Adapt your 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 indicators of irrelevant rankings.
• Adapt your content to refine your target audience: Sometimes it helps to explicitly state who the content is for.notintended

Avoid keyword cannibalization:

• If several of your pages rank for the same keyword, they will steal traffic from each other.
• Create a clear keyword mapping: Each primary keyword is assigned to exactly one page.
• Use canonical tags and internal linking to signal to Google that this is the main page.

Create and maintain a negative keyword list

Create a master negative list that you update regularly:

1. Initial research(At campaign launch): Brainstorm 50-100 irrelevant terms
2. Weekly analysisCheck the Google Ads search term report for new irrelevant queries.
3. Monthly GSC analysisCheck the Google Search Console for unwanted organic rankings.
4. Quarterly reviewCheck the entire list for accuracy.

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 weights different signals than Google:

• WatchTimeis the most important ranking factor, not clicks or backlinks
• engagement(Likes, comments, shares) directly influence the ranking.
• Search behaviorYouTube is more focused on "how-to" and entertainment.
• Suggested VideosThey often bring more traffic than the YouTube search itself.

YouTube keyword research: The best methods

Method 1: YouTube Autocomplete

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

Method 2: TubeBuddy and vidIQ

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

• Search volume specifically for YouTube
• Competition scores for keywords
• Related keywords and tags
• The keywords for which competitor videos rank

Method 3: Google Trends (YouTube Filter)

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

Method 4: Competitor Analysis

Analyze your competitors' most successful videos:

• Which titles do they use?
• Which tags are set? (visible via TubeBuddy/vidIQ)
• Which descriptive keywords do they use?
• For which search queries do their videos appear?

How to use YouTube keywords correctly

title(most important on-page element):

• The main keyword should ideally be at the beginning.
• Maximum length: 60 characters (otherwise it will be cut off)
• 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
• A mix of specific and broad keywords
• Also use German-language variants and synonyms.

Subtitles/TranscriptsYouTube generates automatic subtitles, butManual subtitles are significantly more accurate.and give YouTube more context. Upload a correct German transcript -- this has been proven to improve your ranking.

For the Austrian marketPay attention to whether your target audience is searching for German or Austrian terms. "Palatschinken recipe" has significantly more search volume in Austria than "Pfannkuchen recipe". Adjust your YouTube keywords accordingly.

Keywords for voice search and AI assistants

The way people search is fundamentally changing.32% of Austrian internet usersUsers regularly employ 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 languageUse complete sentences and questions instead of keywords.
• Local relevance:46% of all voice searches have local intent.("Where is the nearest pharmacy?")
• Question formatThey often begin with "How", "What", "Where", "When", "Why", "Who"

Example comparison:

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 on each question to discover more related questions. Document all relevant questions in your keyword sheet.

Method 2: AnswerThePublic and AlsoAsked

These tools visualize questions related to a keyword:

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

Method 3: Forum and Community Analysis

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

Optimization for AI assistants

AI-based search systems such as Google AI Overviews, Perplexity, or ChatGPT with web search further change the keyword strategy:

What AI search prefers:

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

Practical implementation:

1. Create an FAQ section for each main keyword, containing the 5-10 most frequently asked questions.
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 figures and statistics.

Integrate conversational keywords

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

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

Negative keywords: Avoid 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 consider the negative ones.To actively exclude incorrect keywordsThis applies particularly to Google Ads, but also to organic SEO strategy.

What are negative keywords?

Negative keywords are search terms for which you have explicitly searched.notWhether you want to rank or advertise, they prevent your ads from appearing for irrelevant search queries and ensure that your organic content reaches the right target audience.

ExampleA premium web design agency in Vienna does not want to appear in search results for queries such as "create a free website", "free website builder", or "web design internship".

Negative keywords for Google Ads

Negative keywords are indispensable in the context of Google Ads:

• They reduce the cost per click by avoiding irrelevant clicks.
• They improve the click-through rate (CTR), which has a positive effect on 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" versionsfree, gratis, free of charge, without cost -- if you offer premium services
2. Job-related keywordsJob offer, career, salary, internship, training -- if you are not advertising any jobs
3. DIY keywordsDIY, create yourself, instructions, tutorial -- if you sell services
4. competitor brandsIf you do not wish to bid on competitor names
5. Irrelevant industriesSimilar terms from other industries that cause confusion

Practical tip for the Austrian marketConsider regional language variations. The word "Jänner" (Austrian) and "Januar" (German) can signal different search intentions. Similarly, "Matura" vs. "Abitur" or "Ordinationsassistentin" vs. "Arzthelferin".

Negative keywords for organic SEO

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

Adapt your 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 indicators of irrelevant rankings.
• Adapt your content to refine your target audience: Sometimes it helps to explicitly state who the content is for.notintended

Avoid keyword cannibalization:

• If several of your pages rank for the same keyword, they will steal traffic from each other.
• Create a clear keyword mapping: Each primary keyword is assigned to exactly one page.
• Use canonical tags and internal linking to signal to Google that this is the main page.

Create and maintain a negative keyword list

Create a master negative list that you update regularly:

1. Initial research(At campaign launch): Brainstorm 50-100 irrelevant terms
2. Weekly analysisCheck the Google Ads search term report for new irrelevant queries.
3. Monthly GSC analysisCheck the Google Search Console for unwanted organic rankings.
4. Quarterly reviewCheck the entire list for accuracy.

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 weights different signals than Google:

• WatchTimeis the most important ranking factor, not clicks or backlinks
• engagement(Likes, comments, shares) directly influence the ranking.
• Search behaviorYouTube is more focused on "how-to" and entertainment.
• Suggested VideosThey often bring more traffic than the YouTube search itself.

YouTube keyword research: The best methods

Method 1: YouTube Autocomplete

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

Method 2: TubeBuddy and vidIQ

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

• Search volume specifically for YouTube
• Competition scores for keywords
• Related keywords and tags
• The keywords for which competitor videos rank

Method 3: Google Trends (YouTube Filter)

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

Method 4: Competitor Analysis

Analyze your competitors' most successful videos:

• Which titles do they use?
• Which tags are set? (visible via TubeBuddy/vidIQ)
• Which descriptive keywords do they use?
• For which search queries do their videos appear?

How to use YouTube keywords correctly

title(most important on-page element):

• The main keyword should ideally be at the beginning.
• Maximum length: 60 characters (otherwise it will be cut off)
• 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
• A mix of specific and broad keywords
• Also use German-language variants and synonyms.

Subtitles/TranscriptsYouTube generates automatic subtitles, butManual subtitles are significantly more accurate.and give YouTube more context. Upload a correct German transcript -- this has been proven to improve your ranking.

For the Austrian marketPay attention to whether your target audience is searching for German or Austrian terms. "Palatschinken recipe" has significantly more search volume in Austria than "Pfannkuchen recipe". Adjust your YouTube keywords accordingly.

Keyword research for AI-powered search: Optimization for AI Overviews

With the increasing prevalence of AI Overviews in Google and other AI-powered search systems, the way users find and consume information is changing. For Austrian companies, this means that traditional keyword research must be expanded to include a new dimension in order to remain visible in AI-generated results.

How AI Overviews are changing keyword strategy

Google AI Overviews provide direct answers to search queries, even before the user clicks on an organic result. This has a profound impact on your keyword strategy:

• Informational keywords are losing click potentialFor search queries like ‘What is responsive design?’, the AI provides a direct answer. The click to your website doesn't happen, even if you rank in position 1.
• Complex, multi-part questions are gaining in importance.: Search queries such as ‘Responsive design costs for SMEs in Austria with individual CMS’ are too specific for a general AI answer – there is still potential for clicks here.
• Source attribution in AI OverviewsGoogle links to the sources from which the AI answer was generated. Websites cited as sources gain a new form of visibility.

Identifying keyword types for the AI era

Expand your keyword research with an additional categorization – theAI vulnerability analysis:

Highly endangered 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 at-risk keywords(AI Overview provides a partial answer):

• Comparison questions: ‘WordPress vs. Payload CMS for Austrian companies’
• Multi-step how-to guides: ‘Website relaunch step by step’

Low-risk keywords(AI Overview cannot fully answer):

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

Optimization for AI Overview citation

When your website is cited as a source in an AI Overview, you gain visibility and clicks from a completely new channel. Here's how to increase the likelihood of being cited:

• Clear, structured answersProvide your content in short paragraphs that precisely answer a specific question.
• Unique Data and Original ResearchPublishing – own studies, survey results or market analyses for the Austrian market are particularly valuable for AI systems, as they represent exclusive data sources.
• Demonstrate expertisethrough E-E-A-T signals: author profiles with qualifications, sources, current data and industry-specific expertise
• FAQ sectionsInclude on your pages that answer specific questions in natural language.

Conversational Keywords and Long-Tail Extension

AI-powered search promotes aconversational search styleUsers are formulating longer, more natural queries because they know the AI understands complex questions. Adjust your keyword research accordingly:

• Intensify question-based researchTools like AlsoAsked or Google's 'Related Questions' feature provide the conversational search queries that trigger AI Overviews.
• Add contextual keywordsInstead of just targeting ‘web design costs’, optimize for ‘web design costs for a small business in Austria with online shop integration’
• Topic clusters instead of individual keywordsBuild comprehensive content hubs that explore a topic from all perspectives. AI systems favor sources that demonstrate thematic authority.

Monitoring: Measure 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 changeskeywords that receive AI overviews are compared to those without an AI response.
• Identify content gapsIf competitors are cited in AI Overviews and you are not, analyze their content structure and depth of information.

AI-powered search is not a threat, but aOpportunity for differentiationCompanies that adapt their keyword strategy now and focus on thematic depth instead of superficial keyword coverage will benefit in the long term – both in classic rankings and in AI overviews.

Keywords for voice search and AI assistants

The way people search is fundamentally changing.32% of Austrian internet usersUsers regularly employ 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 languageUse complete sentences and questions instead of keywords.
• Local relevance:46% of all voice searches have local intent.("Where is the nearest pharmacy?")
• Question formatThey often begin with "How", "What", "Where", "When", "Why", "Who"

Example comparison:

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 on each question to discover more related questions. Document all relevant questions in your keyword sheet.

Method 2: AnswerThePublic and AlsoAsked

These tools visualize questions related to a keyword:

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

Method 3: Forum and Community Analysis

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

Optimization for AI assistants

AI-based search systems such as Google AI Overviews, Perplexity, or ChatGPT with web search further change the keyword strategy:

What AI search prefers:

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

Practical implementation:

1. Create an FAQ section for each main keyword, containing the 5-10 most frequently asked questions.
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 figures and statistics.

Integrate conversational keywords

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

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

Negative keywords: Avoid 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 consider the negative ones.To actively exclude incorrect keywordsThis applies particularly to Google Ads, but also to organic SEO strategy.

What are negative keywords?

Negative keywords are search terms for which you have explicitly searched.notWhether you want to rank or advertise, they prevent your ads from appearing for irrelevant search queries and ensure that your organic content reaches the right target audience.

ExampleA premium web design agency in Vienna does not want to appear in search results for queries such as "create a free website", "free website builder", or "web design internship".

Negative keywords for Google Ads

Negative keywords are indispensable in the context of Google Ads:

• They reduce the cost per click by avoiding irrelevant clicks.
• They improve the click-through rate (CTR), which has a positive effect on 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" versionsfree, gratis, free of charge, without cost -- if you offer premium services
2. Job-related keywordsJob offer, career, salary, internship, training -- if you are not advertising any jobs
3. DIY keywordsDIY, create yourself, instructions, tutorial -- if you sell services
4. Competitor brandsIf you do not wish to bid on competitor names
5. Irrelevant industriesSimilar terms from other industries that cause confusion

Practical tip for the Austrian marketConsider regional language variations. The word "Jänner" (Austrian) and "Januar" (German) can signal different search intentions. Similarly, "Matura" vs. "Abitur" or "Ordinationsassistentin" vs. "Arzthelferin".

Negative keywords for organic SEO

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

Adapt your 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 indicators of irrelevant rankings.
• Adapt your content to refine your target audience: Sometimes it helps to explicitly state who the content is for.notintended

Avoid keyword cannibalization:

• If several of your pages rank for the same keyword, they will steal traffic from each other.
• Create a clear keyword mapping: Each primary keyword is assigned to exactly one page.
• Use canonical tags and internal linking to signal to Google that this is the main page.

Create and maintain a negative keyword list

Create a master negative list that you update regularly:

1. Initial research(At campaign launch): Brainstorm 50-100 irrelevant terms
2. Weekly analysisCheck the Google Ads search term report for new irrelevant queries.
3. Monthly GSC analysisCheck the Google Search Console for unwanted organic rankings.
4. Quarterly reviewCheck the entire list for accuracy.

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 weights different signals than Google:

• WatchTimeis the most important ranking factor, not clicks or backlinks
• engagement(Likes, comments, shares) directly influence the ranking.
• Search behaviorYouTube is more focused on "how-to" and entertainment.
• Suggested VideosThey often bring more traffic than the YouTube search itself.

YouTube keyword research: The best methods

Method 1: YouTube Autocomplete

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

Method 2: TubeBuddy and vidIQ

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

• Search volume specifically for YouTube
• Competition scores for keywords
• Related keywords and tags
• The keywords for which competitor videos rank

Method 3: Google Trends (YouTube Filter)

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

Method 4: Competitor Analysis

Analyze your competitors' most successful videos:

• Which titles do they use?
• Which tags are set? (visible via TubeBuddy/vidIQ)
• Which descriptive keywords do they use?
• For which search queries do their videos appear?

How to use YouTube keywords correctly

title(most important on-page element):

• The main keyword should ideally be at the beginning.
• Maximum length: 60 characters (otherwise it will be cut off)
• 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
• A mix of specific and broad keywords
• Also use German-language variants and synonyms.

Subtitles/TranscriptsYouTube generates automatic subtitles, butManual subtitles are significantly more accurate.and give YouTube more context. Upload a correct German transcript -- this has been proven to improve your ranking.

For the Austrian marketPay attention to whether your target audience is searching for German or Austrian terms. "Palatschinken recipe" has significantly more search volume in Austria than "Pfannkuchen recipe". Adjust your YouTube keywords accordingly.

Keyword research for AI-powered search: Optimization for AI Overviews

With the increasing prevalence of AI Overviews in Google and other AI-powered search systems, the way users find and consume information is changing. For Austrian companies, this means that traditional keyword research must be expanded to include a new dimension in order to remain visible in AI-generated results.

How AI Overviews are changing keyword strategy

Google AI Overviews provide direct answers to search queries, even before the user clicks on an organic result. This has a profound impact on your keyword strategy:

• Informational keywords are losing click potentialFor search queries like ‘What is responsive design?’, the AI provides a direct answer. The click to your website doesn't happen, even if you rank in position 1.
• Complex, multi-part questions are gaining in importance.: Search queries such as ‘Responsive design costs for SMEs in Austria with individual CMS’ are too specific for a general AI answer – there is still potential for clicks here.
• Source attribution in AI OverviewsGoogle links to the sources from which the AI answer was generated. Websites cited as sources gain a new form of visibility.

Identifying keyword types for the AI era

Expand your keyword research with an additional categorization – theAI vulnerability analysis:

Highly endangered 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 at-risk keywords(AI Overview provides a partial answer):

• Comparison questions: ‘WordPress vs. Payload CMS for Austrian companies’
• Multi-step how-to guides: ‘Website relaunch step by step’

Low-risk keywords(AI Overview cannot fully answer):

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

Optimization for AI Overview citation

When your website is cited as a source in an AI Overview, you gain visibility and clicks from a completely new channel. Here's how to increase the likelihood of being cited:

• Clear, structured answersProvide your content in short paragraphs that precisely answer a specific question.
• Unique Data and Original ResearchPublishing – own studies, survey results or market analyses for the Austrian market are particularly valuable for AI systems, as they represent exclusive data sources.
• Demonstrate expertisethrough E-E-A-T signals: author profiles with qualifications, sources, current data and industry-specific expertise
• FAQ sectionsInclude on your pages that answer specific questions in natural language.

Conversational Keywords and Long-Tail Extension

AI-powered search promotes aconversational search styleUsers are formulating longer, more natural queries because they know the AI understands complex questions. Adjust your keyword research accordingly:

• Intensify question-based researchTools like AlsoAsked or Google's 'Related Questions' feature provide the conversational search queries that trigger AI Overviews.
• Add contextual keywordsInstead of just targeting ‘web design costs’, optimize for ‘web design costs for a small business in Austria with online shop integration’
• Topic clusters instead of individual keywordsBuild comprehensive content hubs that explore a topic from all perspectives. AI systems favor sources that demonstrate thematic authority.

Monitoring: Measure 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 changeskeywords that receive AI overviews are compared to those without an AI response.
• Identify content gapsIf competitors are cited in AI Overviews and you are not, analyze their content structure and depth of information.

AI-powered search is not a threat, but aOpportunity for differentiationCompanies that adapt their keyword strategy now and focus on thematic depth instead of superficial keyword coverage will benefit in the long term – both in classic rankings and in AI overviews.

Conclusion: Keyword research as the foundation of your SEO success

Keyword research isn't a one-off task, but an ongoing process that forms the basis for all further SEO measures. With the right process, the appropriate tools, and a well-thought-out strategy, you can find the keywords that will propel your business forward.

In summary, the most important 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 mapping and content cluster
• Consider local keywords for the Austrian market.
• Track your rankings regularly and adjust your strategy accordingly.

Do you need support with keyword research for your business? At GoldenWing, we have over 3 years of experience with keyword strategies for Austrian companies.Contact usfor a free initial consultation and let's find the keywords together that will make your business grow.