SEO and GEO
You rank for terms nobody buys
Not through search volume alone. The most reliable starting point is the queries you already appear for: the Search Console performance report shows them per page with clicks, impressions, click-through rate and average position g-gsc. That makes visible where demand exists that you are not yet converting. The second source is the search terms reports from your ad account, because they show which terms actually led to conversions.
What we do: We start with the queries you already appear for, sort terms by intent, check them against the converting search terms from your ad account and give each intent exactly one page; you invest in demand that buys instead of search volume that only brings visitors.
By Raymond Eiber, Organic Search Channel Lead
Last updated on
What it is about and when it becomes relevant
What this is about
Keyword research sorts demand by intent and by closeness to the business. A term with high volume and no buying intent costs work and brings visitors who never buy. A term with little volume and clear intent often carries more.
Where the data comes from
The performance report delivers real queries with impressions and clicks, broken down by page, country and device g-gsc. From the ad account come the search terms with conversions. Together they show where organic and paid visibility drift apart.
When it becomes relevant
Before any larger investment in content, with every new market, and whenever a lot of content is produced with little effect. Likewise before a relaunch, because that is where the structure is decided.
Common mistakes and how you spot them
Sorted by search volume
How you spot itAt the top of the list sit short, generic terms. The click-through rate stays low because the intent behind them is a different one g-gsc.
Existing visibility never evaluated
How you spot itThere is a wish list, but nobody has looked at the queries the site already appears for.
One page for many intents
How you spot itThe same page appears for questions that demand different answers. It ranks middling everywhere and well nowhere.
No connection to the business
How you spot itThe list carries no reference to margin or product range. All terms look equally important, so decisions fall to gut feeling.
How we go about it
Start with what exists
We pull the queries from the performance report per page and look for the spots with many impressions and few clicks g-gsc. That is demand you already reach but do not convert.
Sort by intent
Every term gets an intent: inform, compare, buy. That then decides which kind of page belongs to it.
Cross-check with paid data
The search terms with conversions from the ad account show which intent actually pays. That is documented, not estimated.
One page per intent
We assign exactly one page to each intent and clean up overlaps instead of adding more pages next to them.
Further reading
This topic belongs to SEO.
- SEO audit
- Measuring visibility in language models
- Search synergies
- Content marketing
- SEO vs. SEAWhere organic and paid search carry each other.
Frequently asked questions
Which data do I need for keyword research?
The Search Console performance report with clicks, impressions, click-through rate and average position per query and page g-gsc, plus the search terms with conversions from your ad account.
Is high search volume a good criterion?
Not on its own. What decides is the intent behind the term and how close it sits to your business. A small term with clear buying intent often carries more than a big one without.
How many keywords should one page cover?
As many as share the same intent. As soon as two terms demand different answers, they belong on different pages.
What about language models as an entry point?
Same logic, different phrasing: questions there are longer and more complete. Whoever aligns pages with real questions works for both routes at once.
Is this exactly where you are stuck?
Write to us about where it is stuck. Raymond Eiber and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.
Sources
Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.
- g-gscSearch Console-Hilfe, Leistungsberichtretrieved on 21.9.2026
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