Learn how to apply SWOT analysis to your keyword search – WAU

SWOT analysis is one of the main methodologies applied to management studies. Its strong potential has already been more than proven in several areas of activity of a business, but have you considered the possibility of using it in a digital marketing strategy, during keyword research?

Have you heard of SWOT analysis? It is very applied in the administrative area, mainly with regard to decision-making processes. In addition, market intelligence and education about the business itself are also the focus of this methodology.

What many people do not know is that it can also be the perfect ally when developing a Content Marketing strategy.

Yes, it is possible to employ SWOT analysis for keyword research! Want to know how this is possible?

In the next topics, we will share everything you need to know to make even more accurate decisions and increase the chances of ranking with excellence in search engines!

What is SWOT analysis for?

SWOT analysis on keyword research

SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities and Threats. In London, we can call it the F.O.F.A.

In addition to assisting in decision making, the matrix can also help to apply improvements to existing processes. Its main benefits are:

  • greater basis and security in decision making;
  • development of a highly purposeful profile within the company;
  • increased perception of the business itself;
  • possibility to anticipate possible problems and crises;
  • considerable increase in market intelligence.

Based on the pillars that make up the matrix, the entrepreneur is faced with a series of important and grounded surveys. From them, can list the pros, cons and other fundamental reflections to move forward with the decision or realize that it was not time to change.

For example: a famous clothing store in a specific region of the city is doing very well and would like to expand its operations to e-commerce.

There are several ways of thinking about whether or not to make the decision, from the simplest to extremely complex ones. The SWOT analysis, in this case, comes in a practical and very intuitive way, since addresses topics easily applied to anyone’s daily life. Next, we will explain the practical developments of each of the pillars that make up the matrix.

How to apply it in practice?

Go back to the example mentioned above, in which an entrepreneur wants to invest in the universe of e-commerce. To support the decision, the SWOT analysis requires 4 points to be analyzed.

Strengths and Weaknesses

What are your strengths and weaknesses? It is possible that, currently, sales are rocking the physical store – which is very well known in the region – and the profit months have become routine. This is a considerable force to think about, after all, since everything goes so well, the possibility of expanding to online would only add!

However, at the same time, the investment to start an online business from scratch would be very high and, until then, it has never been a priority, besides the low knowledge of the owners in e-commerce.

In other words: the possible lack of cash coupled with the need for training is a current weakness to think about. It is important to note that, in this first moment, you will be attentive only with regard to the internal reality of the business. Do not compare or rely on external factors.

Opportunities and Threats

Now, it’s time to expand the vision and think of the market as a whole. How is e-commerce in the clothing sector? An opportunity may be the lack of stores with the variety and quality of the business in question, or, for example, affordable prices.

At the same time, it must be recognized that the online clothing market is saturated. That would be a possible threat.

The idea, then, is to ponder all the questions presented here. For SWOT analysis to be carried out effectively, value strengths and opportunities, and think about how weaknesses and threats can be overcome. If the account closes properly, done! His decision was made positively.

How is keyword research done?

Now that you understand what is needed about SWOT analysis, let’s talk a little bit about keyword research.

This is the process of choosing terms that summarize and define a blog or content in question very well. It is a kind of “bet” on specific words that, when worked well in an SEO strategy, can bring relevant results to the searches made by people around the world.

That is why it is so important to find opportunity in the right keywords: the more accurate the choice, the greater the chances that your content will be found. Visualize them as the gateway to the entire online universe of a brand.

The increase in searches by users drives organic blog traffic and, according to the volume, ranking in search engines tends to improve exponentially.

To perform the search, initially, define the theme of the keywords. For example: let’s imagine that you have an architecture firm. At this time, your focus will be on decorating outdoor environments.

After defining the theme, there are numerous tools that will do the analysis and curation of the keywords on the specific subject that we mentioned above. In addition to selecting the best options, the platforms allow you to check the search volume for each of the terms.

Thus, we understand correctly what is the demand for that content, and the exact way in which searches are made.

We are sure that these other contents can help you too!
Digital marketing canvas: plan your complete online strategy!
4 Ps of marketing: understand the concept of the Marketing Mix
Keyword tools: check out the top 8
Google updates exact keyword match
Keyword saturation: how to find new opportunities?

How to apply SWOT analysis to keyword research?

To better understand the application of SWOT analysis in this specific context, think that keyword research is a decision process, as well as the possibility of opening new branches, hiring new employees or exploring the world of e-commerce.

After all, when selecting the ideal keywords, we make crucial decisions with respect to a content marketing strategy. We dare to say that it is one of the most important! Now, let’s show you how to use the methodology in practice.


Since we start naturally with strengths, look at the business itself. To exemplify, let’s follow the example of the decoration website.

To recap: you have a small business in the field of architecture that sells decorative objects and maintains a blog that talks about decoration as a whole. The domain is tendenciasdecorativas.com, and the main theme of the month will be “decoration of external areas”.

The first step, then, is to get into the tools and answer the questions they ask. Generally, you need to fill in fields like the following:

  • blog segmentation;
  • domain;
  • what product is offered;
  • product category;
  • keyword filters, that is, some ideas for terms that you think might be useful.

After that, the system crosses the data and delivers a long list full of keywords. However, not all are necessarily good! Remember what we talked about analyzing traffic, for example?

So, to define the “blog strengths”, select the keywords at the top. Assuming that the site returned 100 of them, it is possible to choose half to place on the list of Strengths.

Weaknesses (weaknesses)

Now, it’s time to do the opposite and select the “worst” keywords. It is important that the process also has personal interference from you: if you find keywords that are irrelevant or that have nothing to do with what you sell, for example, cut them off your list.


Okay, the first part is done! You already have a sense of which keywords are a good bet and relate well to your blog, in addition to those that may be expendable.

The time has come to think about the competition. It is often possible to find a keyword with potential, that is, with a good search volume, but with little competitiveness.

This can happen, for example, due to lack of knowledge and investment in good strategies on the part of competing blogs. It is your job to find opportunities, precisely, in these “blanks”.

That way, in addition to positioning and working well with the most popular and highly competitive keywords (most likely, several of them will be on the list of Forces), your blog will guarantee a domain that is often unique in relation to those that may not be in the top of the list, but that have excellent potential.


Remember the most popular keywords in the Forces list? Many of them may be potential threats! For example: it is very likely that the keyword “decoration” or “room decoration” appears in one of the first positions in the first list.

However, they are extremely comprehensive, that is, they can talk about a number of different niche markets, in addition to having too much competition – in most cases it is not worth the investment.

As you proceed with the SWOT analysis for keyword research, you will notice a very interesting data crossover. It is natural and will happen in any application of the methodology in a business: what matters, in the end, is to apply each one of them in the balance and measure which of the categories weighs more.

If it’s a big threat, forget about that specific keyword. If, however, the opportunity is worth taking the risk of being threatened by other blogs, go for it!

What is needed, above all, is to have both concepts at the tip of the tongue. For that, check out our complete keyword material!