From keyword to business

Keywords are the different words or concepts that users search for in Internet search engines such as Google, when they have a need, either to solve a doubt, look for more information, buy or acquire a product or service…

How do you know if it is a good idea to start a project based on a keyword study?

Keywords are the different words or concepts that users search for in Internet search engines such as Google, when they have a need, either to solve a question, look for more information, buy or purchase a product or service…

There are different tools, free or paid, such as Google Ads o Semrush, which allow us to perform keyword research. Through these studies, carried out with different tools, we can know the search volumes of different keywords and know approximately, from different indicators, what competition they have and what is their trend over time, among others.

In the business environment this can offer us different indications about our products or services, and those of the competition, among others. And it can allow us to draw conclusions that directly and substantially affect our business at a digital level, sometimes even leading us to create new ones.

Case study:

Next, we will define how we analyzed, through a keyword study, the feasibility of creating‘s own project.

ecommerce denadal


The first step before starting a digital project is to be clear about the main objectives: Why do we want to sell those products? How will we differentiate ourselves from the competition? Do we have the necessary resources?

In our case, the goal was to become the reference website for selling Catalan Christmas products, with a special focus on user acquisition through search engines (Google).

2.Analysis metrics

What metrics did we consider to drive the project?

  • Volume of searches for the last two years during a specific period.
    • In this case, from September to December approximately
      • Source: Google Trends / Keyword Planner de Google Ads / Semrush
  • Trend: are there more users searching for these concepts every year or less?
    • Source: Google  Trends / Keyword Planner de Google Ads / Semrush
  • Keyword clustering: transactional vs informational
    • Grouping of keywords focused on generating transactions (buy + product, sale + product…). The user wants to generate an action (conversion).
    • Grouping of keywords focused on providing additional information (history, tradition, origin, when +, how +, which +…). The user wants the answer to a specific question.
  • Competition
    • Total number of pages indexed in Google: approximates how much content we should generate in order to be competitive.
      • Type of content: text, images, videos…
        • Source / tools: Google / Screaming Frog
    • Frequency of publication: allows us to know the resources we should allocate to overcome them.
      • Source / tools: Google
    • Total organic visits (Google): allows us to know the total number of visits that you have through Google in an approximate way.
      • Source / tools: Semrush
    • Total keywords in TOP 3-5 positions: allows us to know what competitors we have based on the product and how they are.
      • Source / tools: Semrush
    • Keywords: analysis of what are the main terms that rank in the Google index.
      • Source / tools: Semrush
    • Technical analysis: know how the website is at a technical level (indexing, usability, accessibility…).
      • Source / tools:: Semrush / Screaming Frog / …
    • Links: quantitative and qualitative analysis of the external links of your website.
      • It allows us to know who is talking about them, to know potential audiences…
        • Source / tools: Semrush

3.Indicators to measure viability

How was the feasibility of the project measured by the data?

How are the metrics and study data interpreted?

  1. Keyword research: study on the concepts of interest, search volume, competition and trend.
    • Source: Keyword Planner de Google Ads / Semrush
  2. Competitor analysis: study of the main online competitors of the products.
    • Source: Keyword Planner de Google Ads / Semrush
  3. Classification of results based on: previous studies were classified according to different factors.
  • Languages: Catalan, Spanish and English.
  • Typology of words (transactional vs. informational)
    • Filters: Buy / Price / Sale / Online
    • Filters: Song / History / Tradition
  • Typology of products (trees, tions, caganers).

4.ROI calculation: to calculate if the project was viable, the ROI of the main keywords was calculated based on different metrics (Google CTR and conversion rate, together with previous studies of competition and keywords).

    • Include different scenarios
      • Source: Average CTR top 5 positions: 22.5%.
      • Source: Average % ecommerce conversion: 2%*.
        • Depending on the volume of competition, you can vary


What indicators have been taken into account to monitor the project in real time?

  • Keyword position in the Google index:
    • Relationship time of publication vs. time of indexing.
    • Specific position of the keyword in the Google index.
  • Pages with more traffic
  • Conversions
    • Total conversions per country
    • Percentage of conversions per country

Other considerations:

– Filter by page and keyword.
– Filter by page type (more information).
. Filter by conversion type
– Filter by ROI / profit

4.success factors of the project result

Success factors:

  • Long-term data analysis: data history
  • Real-time data analysis: real-time performance tracking
  • Competitive analysis and detailed keyword study
  • Industry expertise