Schlüsselwörter in SEO verstehen und wie man sie auswählt

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zum Thema Semantische SEO

Was sind Keywords in SEO? Wie wählt man sie aus?


Die natürliche Suchmaschinenoptimierung oder Search Engine Optimization (SEO) ist ein unumgänglicher Schritt, um die Sichtbarkeit Ihrer Website zu optimieren. Im Mittelpunkt dieser Strategie stehen die Schlüsselwörter (Keywords).

In diesem Artikel erfahren Sie, was Schlüsselwörter in der SEO sind, sowie einen praktischen 10-Punkte-Leitfaden zur Auswahl von Schlüsselwörtern.

Schlüsselwörter

Was sind Schlüsselwörter in SEO?

Eine Schlüsselwort in SEO ist ein Begriff oder eine Phrase, die den Hauptinhalt einer Webseite darstellt. Es ist der Begriff, nach dem Internetnutzer in Suchmaschinen suchen, wie z. B. Google, Bing oder Yahoo ! um die Informationen zu finden, nach denen sie suchen. Wenn Sie also Inhalte für Ihre WebseiteDie Auswahl der Schlüsselwörter ist wichtig, damit die Suchmaschinen-Roboter, die für die Indexierung Ihrer Seiten verantwortlich sind, sie besser verstehen können.

Wie man SEO-Keywords auswählt: Ein praktischer Leitfaden in 10 Punkten

Um Ihre Schlüsselwörter effektiv auszuwählen, finden Sie hier eine praktische Anleitung in 10 Punkten:

  1. Identifizieren Sie Ihr Publikum :

    Zunächst sollten Sie festlegen, an wen sich Ihr Inhalt richtet: Mann, Frau, Alter, Beruf, Hobbys usw.

  2. Seine Konkurrenten analysieren :

    Untersuchen Sie die Websites von Akteuren, die Ihrer eigenen ähnlich sind oder sie ergänzen, um zu sehen, welche Ausdrücke verwendet werden.

  3. Werkzeuge zur Schlüsselwortsuche verwenden :

    Es gibt zahlreiche kostenlose und kostenpflichtige Tools, mit denen Sie die beliebten Suchbegriffe zu Ihrem Thema analysieren können, z. B. Google Keyword Planner oder Ubersuggest. Sie helfen Ihnen bei der Bestimmung des Suchvolumen sowie der Wettbewerb um diese Begriffe.

  4. Berücksichtigen Sie die Relevanz des Schlüsselworts :

    Der gewählte Begriff muss zu Ihrem Inhalt passen und für den Internetnutzer nützlich sein. Es ist entscheidend, dass Sie überprüfen, ob es einen direkten Zusammenhang zwischen dem Suchbegriff und dem, was Sie anbieten, gibt.

  5. Den Long Tail analysieren :

    In der SEO spricht man von "Long Tail" und meint damit Phrasen, die sich aus mehreren Wörtern zusammensetzen und weniger Traffic generieren, dafür aber oft qualitativ hochwertiger sind. So können Sie gezielt Besucher ansprechen, die sich wirklich für Ihre Produkte oder Dienstleistungen interessieren und weniger Konkurrenz haben.

  6. Vermeiden Sie Begriffe, die zu wettbewerbsintensiv sind :

    Sehr beliebte Suchbegriffe sind oft schwer zu positionieren und wenig relevant. Konzentrieren Sie sich lieber auf Begriffe, die weniger häufig gesucht werden, aber besser zu Ihrem Angebot passen.

  7. Für das Lokale optimieren :

    Wenn Sie in einem geografisch begrenzten Bereich tätig sind, kann es sehr interessant sein, lokale Schlüsselwörter (Name der Stadt, Stadtteil usw.) einzubauen.

  8. Mischen Sie die Arten von Schlüsselwörtern :

    Kombiniere generische und spezifische Suchbegriffe. Wenn Sie z. B. Damenschuhe verkaufen, überlegen Sie, sowohl "Damenschuhe" (generisch) als auch "schwarze Lederpumps" (spezifisch) einzubauen.

  9. Das Schlüsselwort je nach Inhalt anpassen :

    Ihre Wahl sollte von der Art der Seite abhängen, an der Sie arbeiten. Ein Produkt z. B. wird wahrscheinlich einen bestimmten Namen benötigen, während ein Blogartikel einen eher allgemeinen Ausdruck erfordert.

  10. Testen, analysieren und anpassen :

    Es ist wichtig, dass Sie Ihre Positionen in den Suchmaschinen regelmäßig überwachen, um die Wirksamkeit Ihrer Schlüsselwörter zu messen und gegebenenfalls anzupassen.

Wie optimiert man seine Schlüsselwörter richtig?

Nachdem Sie Ihre Schlüsselwörter sorgfältig ausgewählt haben, ist es an der Zeit, sie anzuwenden. In Ihrer SEO-Strategie ist es wichtig, sie zu platzieren :

  • Im Titel der Seite (</code>) ;</li> <li>In den Tags H1, H2 usw., wenn es sich um eine relevante Überschrift handelt ;</li> <li>Im ALT-Attribut von Bildern, ohne Missbrauch ;</li> <li>In der URL der Seite, getrennt durch Bindestriche (-) ;</li> <li>In den Meta-Beschreibungen (kurze Zusammenfassung, die in den Suchergebnissen erscheint) ;</li> <li>In den Ankern der internen Links auf Ihrer Website.</li> </ul> <p>Dennoch sollten Sie eine Überoptimierung vermeiden. Ein übermäßiger und wiederholter Gebrauch von Schlüsselwörtern kann Ihre natürliche Platzierung bestrafen.</p> <h2>Die Rolle von Synonymen und Varianten von Schlüsselwörtern</h2> <p>Um Ihren Inhalt abwechslungsreich zu gestalten und gleichzeitig für Suchmaschinen zu optimieren, sollten Sie auch Synonyme und Varianten Ihrer Schlüsselwörter verwenden. Wenn Sie beispielsweise "Damenschuhe" als Hauptkeyword gewählt haben, denken Sie daran, auch "Damenpumps", "Damenschuhe" oder auch "Damensandalen" einzufügen. Die heutigen Suchmaschinen sind in der Lage, ähnliche Begriffe zuzuordnen, und das zeigt, dass Ihre Seite vielfältige und interessante Inhalte bietet.</p> <h2>Die Bedeutung von Schlüsselwörtern in der Semantik</h2> <p>Schließlich ist es wichtig zu verstehen, dass der semantische Aspekt mittlerweile eine Schlüsselrolle bei der natürlichen Suchmaschinenoptimierung spielt. Google zum Beispiel hat künstliche Intelligenz in seinen Algorithmus integriert (<a href="https://www.optimize360.fr/de/definition/rankbrain-in-seo/">RankBrain</a>), um die Suchanfragen der Internetnutzer besser zu interpretieren. Anstatt also nur die auf einer Seite vorhandenen Schlüsselwörter zu analysieren, betrachten die Roboter nun die Beziehung zwischen diesen Wörtern und haben so ein besseres Verständnis für die Gesamtbedeutung des Inhalts.</p> <p>Deshalb ist es entscheidend, in strukturierten und zusammenhängenden Sätzen zu schreiben, die Ihre Schlüsselwörter enthalten, um Ihre natürliche Suchmaschinenoptimierung zu optimieren.</p> <hr /> <p style="padding-left: 40px;" data-sourcepos="7:1-7:55"><strong>Ressourcen, um über Schlüsselwörter in SEO zu lernen:</strong></p> <p style="padding-left: 40px;" data-sourcepos="9:1-9:20"><strong>Umfassende Leitfäden:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="11:1-14:0"> <li data-sourcepos="11:1-11:170"><strong>Google Search Central Blog:</strong> </li> <li data-sourcepos="12:1-12:149"><strong><a href="https://www.optimize360.fr/de/definition/moz/">Moz</a> Beginner's Guide to SEO:</strong> <a class="traceable-link" href="https://moz.com/beginners-guide-to-seo/keyword-research" target="_blank" rel="noopener noreferrer">https://moz.com/beginners-guide-to-seo/keyword-research</a></li> <li data-sourcepos="13:1-14:0"><strong><a href="https://www.optimize360.fr/de/definition/semrush/">Semrush</a> SEO Guide:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="15:1-15:26"><strong>Tutorials und Artikel:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="17:1-20:0"> <li data-sourcepos="17:1-17:158"><strong><a href="https://www.optimize360.fr/de/definition/yoast-seo/">Yoast</a> SEO Blog:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> <li data-sourcepos="18:1-18:103"><strong><a href="https://www.optimize360.fr/de/definition/ahrefs/">Ahrefs</a> Blog:</strong> <a class="traceable-link" href="https://ahrefs.com/blog/keyword-research" target="_blank" rel="noopener noreferrer">https://ahrefs.com/blog/keyword-research</a></li> <li data-sourcepos="19:1-20:0"><strong>Backlinko Blog:</strong> <a class="traceable-link" href="https://backlinko.com/keyword-research" target="_blank" rel="noopener noreferrer">https://backlinko.com/keyword-research</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="21:1-21:37"><strong>Tools von <a href="https://www.optimize360.fr/de/definition/stichwortsuche/">Stichwortsuche</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="23:1-27:0"> <li data-sourcepos="23:1-23:134"><strong>Google Keyword Planner:</strong> <a class="traceable-link" href="https://ads.google.com/home/tools/keyword-planner/" target="_blank" rel="noopener noreferrer">https://ads.google.com/home/tools/keyword-planner/</a></li> <li data-sourcepos="24:1-24:91"><strong>Ubersuggest:</strong> <a class="traceable-link" href="https://neilpatel.com/ubersuggest/" target="_blank" rel="noopener noreferrer">https://neilpatel.com/ubersuggest/</a></li> <li data-sourcepos="25:1-25:67"><strong>SEMrush:</strong> <a class="traceable-link" href="https://www.semrush.com/" target="_blank" rel="noopener noreferrer">https://www.semrush.com/</a></li> <li data-sourcepos="26:1-27:0"><strong>Ahrefs:</strong> <a class="traceable-link" href="https://ahrefs.com/" target="_blank" rel="noopener noreferrer">https://ahrefs.com/</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="28:1-28:11"><strong>Bücher:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="30:1-33:0"> <li data-sourcepos="30:1-30:65"><strong>The Art of SEO</strong> von Eric Enge, <a href="https://www.optimize360.fr/de/definition/rand-fishkin/">Rand Fishkin</a> und Justin Briggs</li> <li data-sourcepos="31:1-31:36"><strong>SEO für Dummies</strong> von Peter Kent</li> <li data-sourcepos="32:1-33:0"><strong>Suchmaschinenoptimierung: Eine Einführung</strong> von Bill Slawski</li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="34:1-34:16"><strong><a href="https://www.optimize360.fr/de/blog/referenzierung/seo-referenzierung-google/beste-seo-spezialisten/">SEO-Experten</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="36:1-39:0"> <li data-sourcepos="36:1-36:80"><strong>Rand Fishkin:</strong> <a class="traceable-link" href="https://twitter.com/randfish" target="_blank" rel="noopener noreferrer">https://twitter.com/randfish</a></li> <li data-sourcepos="37:1-37:96"><strong>Barry Schwartz:</strong> <a class="traceable-link" href="https://twitter.com/BarrySchwartzBW" target="_blank" rel="noopener noreferrer">https://twitter.com/BarrySchwartzBW</a></li> <li data-sourcepos="38:1-39:0"><strong>Matt Cutts:</strong> <a class="traceable-link" href="https://twitter.com/mattcutts" target="_blank" rel="noopener noreferrer">https://twitter.com/mattcutts</a></li> </ul> </li> </ul></div></div></div><footer><div class="seocrawler-footer-wrapper"><div class="seocrawler-footer-container seocrawler-container clearfix"><div class="seocrawler-footer-column seocrawler-item-pdlr seocrawler-column-15"><div id="text-1" class="widget widget_text seocrawler-widget"><h3 class="seocrawler-widget-title"><span class="seocrawler-widget-head-text">Uns folgen</span><span class="seocrawler-widget-head-divider"></span></h3><span class="clear"></span> <div class="textwidget"><div class="footer-left"> <p> </p> <p class="social-footer"><a href="https://fr.linkedin.com/company/optimize-360/" target="_self" rel="noopener"><i class="fa fa-linkedin" style="font-size: 20px ;color: #f15b3d ;margin-right: 20px 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Ohne eine Vorladung, eine freiwillige Einhaltung durch Ihren Internetanbieter oder zusätzliche Aufzeichnungen von Dritten können Informationen, die ausschließlich zu diesem Zweck gespeichert oder abgerufen werden, im Allgemeinen nicht dazu verwendet werden, Sie zu identifizieren.</span></div></details> <details class="cmplz-category cmplz-marketing" > <summary> <span class="cmplz-category-header"> <span class="cmplz-category-title">Marketing</span> <span class="cmplz-banner-checkbox"> <input type="checkbox" id="cmplz-marketing-optin" data-category="cmplz_marketing" class="cmplz-consent-checkbox cmplz-marketing" size="40" value="1"/> <label class="cmplz-label" for="cmplz-marketing-optin" tabindex="0"><span class="screen-reader-text">Marketing</span></label> </span> <span class="cmplz-icon cmplz-open"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 448 512" height="18" ><path d="M224 416c-8.188 0-16.38-3.125-22.62-9.375l-192-192c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 338.8l169.4-169.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-192 192C240.4 412.9 232.2 416 224 416z"/></svg> </span> </span> </summary> <div class="cmplz-description"> <span class="cmplz-description-marketing">Die Speicherung oder der technische Zugriff ist notwendig, um Nutzerprofile zu erstellen, um Werbung zu versenden, oder um den Nutzer auf einer Website oder auf mehreren Websites mit ähnlichen Marketingzwecken zu verfolgen.</span></div></details></div><div class="cmplz-categories cmplz-tcf"> <div class="cmplz-category cmplz-statistics"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Statistiken</div><div class='cmplz-always-active'></div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-marketing"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Marketing</div><div class='cmplz-always-active'></div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-features"> <div class="cmplz-category-header"> <div class="cmplz-title" data-no-translation="" data-trp-gettext="">Eigenschaften</div><div class='cmplz-always-active' data-no-translation="" data-trp-gettext="">Immer aktiv</div><p class="cmplz-description"></p></div></div><div class="cmplz-category cmplz-specialfeatures"> <div class="cmplz-category-header"> <div class="cmplz-title"></div><div class='cmplz-always-active'></div></div></div><div class="cmplz-category cmplz-specialpurposes"> <div class="cmplz-category-header"> <div class="cmplz-title"></div><div class='cmplz-always-active' data-no-translation="" data-trp-gettext="">Immer aktiv</div></div></div></div></div><div class="cmplz-links cmplz-information"> <a class="cmplz-link cmplz-manage-options cookie-statement" href="#" data-relative_url="#cmplz-manage-consent-container" data-no-translation="" data-trp-gettext="">Optionen verwalten</a> <a class="cmplz-link cmplz-manage-third-parties cookie-statement" href="#" data-relative_url="#cmplz-cookies-overview" data-no-translation="" data-trp-gettext="">Dienste verwalten</a> <a class="cmplz-link cmplz-manage-vendors tcf cookie-statement" href="#" data-relative_url="#cmplz-tcf-wrapper" data-no-translation="" data-trp-gettext="">Verwalten von {vendor_count}-Lieferanten</a> <a class="cmplz-link cmplz-external cmplz-read-more-purposes tcf" target="_blank" rel="noopener noreferrer nofollow" href="https://cookiedatabase.org/tcf/purposes/" data-no-translation="" data-trp-gettext="">Lesen Sie mehr über diese Zwecke</a></div><div class="cmplz-divider cmplz-footer"></div><div class="cmplz-buttons"> <button class="cmplz-btn cmplz-accept">Akzeptieren</button> <button class="cmplz-btn cmplz-deny">Ablehnen</button> <button class="cmplz-btn cmplz-view-preferences">Optionen verwalten</button> <button class="cmplz-btn cmplz-save-preferences">Einstellungen speichern</button> <a class="cmplz-btn cmplz-manage-options tcf cookie-statement" href="#" data-relative_url="#cmplz-manage-consent-container">Optionen verwalten</a></div><div class="cmplz-links cmplz-documents"> <a class="cmplz-link cookie-statement" href="#" data-relative_url="">{title}</a> <a class="cmplz-link privacy-statement" href="#" data-relative_url="">{title}</a> <a class="cmplz-link impressum" href="#" data-relative_url="">{title}</a></div></div></div><div id="cmplz-manage-consent" data-nosnippet="true"><button class="cmplz-btn cmplz-hidden cmplz-manage-consent manage-consent-1">Die Zustimmung verwalten</button></div><style id='core-block-supports-inline-css'></style> <script data-category="functional">(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); 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