Insights in the inhouse keywordtool of T-Online
More and more companies choose to do their SEO in house with the support of SEO-companies on the side. Chances are in the near future we will be seeing a lot more constructions similar to this. You get the best of both worlds: knowledge inside the company and using the knowledge of the specialized agencies.
One of the companies who work like this is the German T-Online (Deutsche Telekom) organization. They have in house SEO's with Jens Fauldrath and Andreas Rembow They developed their own keywordresearch-tool. In this special SEO Roadshow interview our guest interviewer Nina Baumann (OnetoMarket) asked the two German SEO's all about this tool. And more!
Jens, Andreas. We are happy to be able to interview you. Would you like to shortly introduce yourself?
Andreas: I will try to keep it short as well. I am 25 years old and working at Deutsche Telekom for almost two years now. Before, I used to work at Lufthansa Systems and a small marketing agency. Like Jens, I studied Information Science in Darmstadt. We got to know each other during that time!
Keyword analysis is often underestimated and mentioned together with SEO. Attention goes out to Pagerank sculpting and other technical methods for optimization. A good keyword tool however, is rare to be found. How important do you think keywords are for SEO and how can your keyword tool help?
Jens: Keywords are essential. It is the base for both SEO and SEM campaigns. But in the end it is always about anticipating to our users need; their desire and motivation. Here are information click ratio will definitely help. By this it is possible to detect navigational queries. Very popular, but often difficult to optimise for. If I am not the goal of interest, at the best I can generate traffic but no conversions. It is good to know if the user has commercial intent. The CTR on ads for “DSL test” is lower than “DSL”. It is is clear that in the first search phrase the information aspect is more important than information about DSL contracts. However we know a lot of these type of searches where it’s not really clear what the user intent is. By looking at trends and signals we are able to anticipate.
Andreas: There is not really much I can add to Jens his statement here. We can show in several tests how important it is to adept the content in the speech of the user. This doesn’t only This doesn’t only affect SEO positively but also increases the usability a lot.
For example we generate a 30% higher CTR with changing one keyword and place a keyword that where more often used in the same measuring period. Because of that I believe that keyword analysis will be more important for content optimization in the future. Our tool helps in achieving those opportunities.
Andreas: I believe traffic, conversion and search intensity are the most important KPIs. Ranking positions on certain keywords are so volatile it would be imperfect to add these to reports. It is more important to tell something about the visibility in the search engines for a specific search. Also I have to add that ranking position don’t always tell you something about the amount of traffic you can expect. Often it is not the first but the second or third result that is being clicked by the user. In the end it is the traffic that counts and on page the conversion rate.
Andreas: Yes the data that Stefan is offering is very specific for a special group of people. You cannot use this data for general use. We get most of our data from Germany’s widest known General Interest Portal t-online.de. Compared to trends from Google we can say that our trend curves look about the same as those of Google. The advantage of our tool is that we have more concrete measurements to our knowledge, which we can use. But then again the question rises how this relates to traffic. How much traffic can I anticipate with a keyword if my content is already found in the SERP.
Andreas: We have been thinking about it to make the data public to 3rd parties. We do not know yet if this will occur and how it will look like in the future.
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