# Keyword decision — Kunden (`/kunden`)

**Last Updated:** 2026-04-02

## Final primary (after sprint)

- **Locked primary:** **Ordio Kunden** (brand + navigational cluster).
- **Supporting phrases in content/meta:** *Kundenerfahrungen*, *Bewertungen*, *Erfahrungen* — aligns with top converting query **„ordio erfahrungen“** (6 clicks / 178 impr. in `gsc-queries.json`, range 2026-01-02–2026-04-02).
- **Title/meta:** No change to [`static_customers_new.php`](../../../../../v2/pages/static_customers_new.php) `<title>` / description — already lead with Kundenerfahrungen & Bewertungen and match intent.
- **VIP domain-keyword SERP (`keyword.domain.seo` + `kw`):** Not run — cheap SERP + GSC sufficient for this sprint; re-evaluate if a non-brand head term needs Ordio rank proof (~100 cr/kw, cap 3–5).

## Primary intent

- **Chosen primary:** Ordio Kunden (brand + social proof hub).
- **Rationale:** Portfolio merge maps multiple candidate strings to path-level **33 clicks** (90d); query export shows strong **brand** and **experience/review** mix, not generic HR head terms.

## Cannibalization (do not steal from)

| Topic | Owner URL | Notes |
|-------|-----------|--------|
| Schichtplan / Dienstplan depth | `/schichtplan` | FAQ links only. |
| Zeiterfassung depth | `/arbeitszeiterfassung` | FAQ links only. |
| Pricing | `/preise` | One FAQ row + links. |
| Demo | `/demo-vereinbaren` | Editorial next-step CTA. |
| Industry verticals | `/branchen/...` | Kunden page stays cross-industry. |
| Paid trial LP | `/kostenlos-testen` | No internal `href` in FAQs. |

## Evidence tables

### GSC page aggregate (`data/performance-gsc.json`)

| Clicks | Impressions | Avg position | Date range |
|--------|-------------|--------------|-------------|
| 33 | 4720 | 4.8 | 2026-01-02 – 2026-04-02 |

### GA4 (`docs/content/pages/static-pages-performance-ga4.json`, same range)

| Path | Sessions | Views | Avg session (s) |
|------|----------|-------|-----------------|
| `/kunden` | 222 | 314 | 152.59 |

### GSC queries — top by clicks (`data/gsc-queries.json`)

| Query | Clicks | Impressions | Position |
|-------|--------|-------------|----------|
| ordio erfahrungen | 6 | 178 | 4.73 |
| ordio login | 2 | 2382 | 1.36 |
| ordio | 1 | 48 | 3.94 |

### GSC queries — notable high impressions, low clicks (navigational noise on `/kunden`)

| Query | Clicks | Impressions | Notes |
|-------|--------|-------------|--------|
| ordio login | 2 | 2382 | Addressed in FAQ #10 (page purpose ≠ Login). |

### SISTRIX volume snapshot (`data/keywords-sistrix.json`)

| Keyword | SISTRIX volume (approx.) |
|---------|---------------------------|
| ordio erfahrungen | ~60 |
| Other target secondaries | ~0 in export (still useful for SERP/PAA framing) |

### Serp ad-hoc (Serper MCP, 2026-04-02, `gl=de` `hl=de`)

- **„Ordio Erfahrungen Bewertungen“:** Top organic includes `omr.com/.../ordio` and `ordio.com/kunden` — confirms OMR + diese Seite als zentrale Social-Proof-Assets.

## PAA / question stems

See `data/faq-research.json` (`paa_questions[]`) — curated from GSC + SERP + Competitor-Patterns (Serper `SERPER_API_KEY` was not set in CLI env; stems validated via MCP where needed).

## FAQ coverage matrix (GSC / intent → `static_customers_new.json` item)

| Signal | FAQ # / topic | Status |
|--------|----------------|--------|
| ordio erfahrungen; Bewertungen; OMR | #1 Quelle & Verifikation, #2 Seiteninhalt | covered |
| Skala 2.000+ / Branchen | #3 Unternehmen, #4 Branchen & Größen | covered |
| Produkt-/Alltagsnutzen | #5 Probleme, #6 Funktionen | covered |
| Onboarding | #7 Einsatzbereitschaft | covered |
| Preis | #8 Kosten + `/preise` | covered |
| Demo / Test | #9 Demo + Test (kein `/kostenlos-testen`-Link) | covered |
| ordio login (hohe Impressionen) | #10 Login/Support ≠ diese Seite | covered (CTR-Expectation: navigational) |
| ordio support / app (schwache Longtails) | #10 kurz adressiert | weak — keine feste Support-URL in FAQ (absichtlich) |

## Competitor URLs (registry)

- **Personio:** `https://www.personio.de/referenzen/` (ersetzt 404 unter `/kunden/`).
- **Papershift:** `https://www.papershift.com/kunden` (Redirect zum Branchen-/Referenz-Hub).

## Data file index

| Source | Path |
|--------|------|
| Target keywords | `data/target-keywords.json` |
| GSC page | `data/performance-gsc.json` |
| GSC queries | `data/gsc-queries.json` |
| SISTRIX | `data/keywords-sistrix.json` |
| SERP (cheap) | `data/sistrix-keyword-serp.json` |
| PAA / stems | `data/faq-research.json` |
| Competitor notes | `data/competitor-faq-analysis.json` |
| Synthesis | `DATA_DRIVEN_SYNTHESIS.generated.md` |

## Post-deploy (manual)

- [Rich Results Test](https://search.google.com/test/rich-results) für `https://www.ordio.com/kunden` (FAQPage + bestehende `@graph`).
- GSC URL Inspection nach Livegang; nach 4–8 Wochen GSC-Queries erneut exportieren und CTR/Position für FAQ-relevante Stämme vergleichen.