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href="/blog/category/seo/keyword-research/">Keyword Research</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">Keyword Research for SEO: What It Is & How to Do It</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/203873905/">Rachel Handley</a></p><span data-test="date">Jun 25, 2024</span><span data-test="time-to-read">19 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/202082801/">Sydney Go</a> and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/217785329/">Simon Fogg</a></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img 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and analyzing what relevant audiences search for in search engines like Google. So you can create content that’s more likely to rank highly in search results.</p><p>It’s a crucial part of any <a href="https://www.semrush.com/blog/what-is-seo/" style="text-decoration:none">search engine optimization</a> (SEO) strategy. And a helpful step to take whenever you’re planning new content.</p><p>For example, a pet retailer might conduct keyword research with Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>. And find that:</p><ul> <li style="list-style-type:disc">Thousands of people per month search “how much food should i feed my dog”</li> <li style="list-style-type:disc">Ranking for “royal canin dog food” is harder than ranking for “royal canin cat food”</li> <li style="list-style-type:disc">Most people searching “best python books” want books about coding—not snakes</li></ul><p>This kind of information can help you spend business resources more effectively. And ultimately get more <a href="https://www.semrush.com/blog/organic-traffic/" style="text-decoration:none">organic traffic</a> (unpaid visits from search engines).</p><div></div><h2 id="why-is-keyword-research-important-for-seo">Why Is Keyword Research Important for SEO?</h2><p>Keyword research is important for SEO because it tells you what relevant audiences are looking for and helps you prioritize ranking opportunities.</p><p>By creating content that satisfies target users’ needs, you can earn organic rankings in search results. Just like the ones below. And get more valuable traffic to your site.</p><figure class="easyimage easyimage-side"><picture><img alt="search results page for "dog food" keyword" data-original="https://static.semrush.com/blog/uploads/media/87/03/870389a17f6cc3bb14873c09a4d7c6d3/6db6f92016218eb02837022dcf1fbd11/original.jpeg" height="1418" loading="lazy" src="https://static.semrush.com/blog/uploads/media/87/03/870389a17f6cc3bb14873c09a4d7c6d3/6db6f92016218eb02837022dcf1fbd11/AD_4nXeTEyjsRKBNO34zmX3mU4eX5xBT6OXW7FD_Mal4i4_5hSRilrKqZAx8A_iDUHXXR41d2KgQo92xxle3YE8PFYg7R5d_Nadp3jVwGJM_wWUj6TyOp6hsLUIgUblFS2y2wA03tCYlsxObxc1UVsJXb7MZcY-Y.jpeg" width="1010"/></picture></figure><p>Plus, using <a href="https://www.semrush.com/blog/what-are-keywords/" style="text-decoration:none">keywords</a> on your page can help it rank higher in <a href="https://www.semrush.com/blog/serp/" style="text-decoration:none">search engine results pages</a> (SERPs).</p><p>Google <a href="https://www.google.com/intl/en_uk/search/howsearchworks/how-search-works/ranking-results/#relevance" style="text-decoration:none">says content relevance</a> is one of the most important factors when ranking search results. Adding, “The most basic signal that information is relevant is when content contains the same keywords as [the] search query.”</p><p>This means it’s helpful to know the exact wording that searchers use.</p><h2 id="how-to-find-keywords">How to Find Keywords</h2><p>In this section, you’ll learn how to find SEO keywords that are relevant to your site.</p><p>After that, we’ll explain how to analyze and prioritize the keywords you find.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>The time it takes to </em><em>do keyword research for SEO</em><em> depends on the size of your niche, the scope of your business, and how thorough you want to be.</em></p></div></aside><h3 id="check-your-existing-rankings">Check Your Existing Rankings</h3><p>If you have a website, it might already appear for some relevant keywords. Meaning you have existing rankings to build upon.</p><p>One of the quickest ways to find out is with Semrush’s <a href="https://www.semrush.com/analytics/organic/" style="text-decoration:none">Organic Research</a> tool.</p><p>Enter your domain, choose your target location, and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="search for chewy.com in organic research tool" data-original="https://static.semrush.com/blog/uploads/media/46/a4/46a460f359874c4b97a8021f2b1d8117/1672a67a04bd5c65cf7ab50e4bdc6047/original.png" height="556" loading="lazy" src="https://static.semrush.com/blog/uploads/media/46/a4/46a460f359874c4b97a8021f2b1d8117/1672a67a04bd5c65cf7ab50e4bdc6047/AD_4nXd1gLGCgZFseFpAKLSi5VRqFq2cgKAOtUDGF_NL3jSWa_JA3iGFvj1wyDeU0-upDUxfcTYBZWYs7i3iY3tTrBDT1BJtjS0NEFCrcQsjRFCj49qej_RT8PH3rzOw6pMbQ2fnDx3yfpC_wrBfJdKo6uHwOO4p.png" width="1010"/></picture></figure><p>Then, go to the “<strong>Positions</strong>” report.</p><p>The table shows keywords you rank for and the highest position you rank in (as of the date at the top.)</p><figure class="easyimage easyimage-side"><picture><img alt="keyword and position columns in organic research tool" data-original="https://static.semrush.com/blog/uploads/media/41/af/41af01eacc8de53bea4c1fece5ee902b/79ee826d818a2bb225217e62ece645f5/original.png" height="906" loading="lazy" src="https://static.semrush.com/blog/uploads/media/41/af/41af01eacc8de53bea4c1fece5ee902b/79ee826d818a2bb225217e62ece645f5/AD_4nXcf4fQHm2vld1UL6D9yU3sZVL1G1cF5ODmSoDiHVXcBGVjn3Wjql3vgtzsCrgpj6damxbPCv4Lz2RAp5w1NAsD111uwlQnxadbqF4U6-WpB64wXsoqRdj8_73ndfv_mzF839Vx2-PZQexUeKPw5JY4kWt9p.png" width="1010"/></picture></figure><p>If you see an icon in the “Position” column, it means your site appears in a non-standard search result known as a <a href="https://www.semrush.com/blog/serp-features-guide/" style="text-decoration:none">SERP feature</a>.</p><p>For example, the crown icon means that you own the <a href="https://www.semrush.com/blog/featured-snippets/" style="text-decoration:none">featured snippet</a> (the instant answer that typically appears at the top of the SERP).</p><p>Like this:</p><figure class="easyimage easyimage-side"><picture><img alt="featured snippet for "can cats eat dog food" at top of serp" data-original="https://static.semrush.com/blog/uploads/media/d6/7c/d67c3f70889ee804c134d9a43cdec99f/eb9828b86a1b29c0a1358f4bb9963bf2/original.jpeg" height="958" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d6/7c/d67c3f70889ee804c134d9a43cdec99f/eb9828b86a1b29c0a1358f4bb9963bf2/AD_4nXdPfttOOXWfSWer94rMhvaBLdg4LmlEjKABe3bZE4JOfZXs4UeeeThnansC7LiC0MOr4rOYNX-itRavGyTiCXnonJy5mJd97KYG5MNCDYxBBpbXn982QVtEKhLhHlFZLvZJ3bm27k6jqB6BbEM1BnG6IWc.jpeg" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Organic Research will only show keywords if you rank in a top-100 organic position or SERP feature. And if the keyword appears in our database (which is the biggest on the U.S. market).</em></p></div></aside><p>Later, we’ll explain how to identify the best opportunities to improve your rankings. </p><p>For now, let’s learn how to find relevant keywords you aren’t ranking for yet.</p><h3 id="search-a-keyword-database">Search a Keyword Database</h3><p>The most common way to conduct keyword research is to search a keyword database.</p><p>Semrush’s keyword database is the biggest on the market—it contains over 25.7 billion keywords. And you can easily search it with the <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>.</p><p>Just enter a seed keyword (a term to base your search around) and your domain.</p><p>Then, choose your target location and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="search for dog food with chewy domain" data-original="https://static.semrush.com/blog/uploads/media/a3/39/a339240720c0e84df310b7f12e29fa92/5295e3b45d98111e9aaa6af5079111a8/original.png" height="628" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a3/39/a339240720c0e84df310b7f12e29fa92/5295e3b45d98111e9aaa6af5079111a8/AD_4nXfdMLOJfWsXzwpmnMwLMeb6t3ZDGUXgKCcbl9qDuNlY2O289IT4xZunilP2RxYxwYYKXmnxiWVFKxFdQt9IuM-7b_g0j-KY5uwRm6GT3qUo5J4oK96-yoWf0IfalDsx4-yWhR5nv7mMzLwPYDkNzQenyYnP.png" width="1010"/></picture></figure><p>You can view five types of results: </p><ul> <li style="list-style-type:disc"><strong>All Keywords</strong>: Broad match, phrase match, exact match, and related keywords</li> <li style="list-style-type:disc"><strong>Broad Match</strong>: Keywords that contain any variation of your seed term with the words in any order</li> <li style="list-style-type:disc"><strong>Phrase Match</strong>: Keywords that contain your exact seed term with the words in any order</li> <li style="list-style-type:disc"><strong>Exact Match</strong>: Keywords that contain your exact seed term with the words in the specified order</li> <li style="list-style-type:disc"><strong>Related</strong>: Keywords that generate similar search engine results to your seed keyword</li></ul><p>Generally, it’s best to stick with “Broad Match.”</p><figure class="easyimage easyimage-side"><picture><img alt="keyword filters highlighted" data-original="https://static.semrush.com/blog/uploads/media/f3/98/f398693d113537ceb207f48b6b361f8e/c6d41cc1f848fe3c88d650520d0c8aa0/original.png" height="905" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f3/98/f398693d113537ceb207f48b6b361f8e/c6d41cc1f848fe3c88d650520d0c8aa0/AD_4nXeGozYwiNWNAi6bpPIvet2qrLvNIHrDZtt4iICc_ZdI7M5R6YkPuVmygFLRqE-xyAzPAaWqiPpK5HoEBAwm3ASYU7lJDV9iIEU1ThU6eezUrRCt69wCyK84cwNJNYxeA6DbdYRGu9Kj4XZBJv7aeceAzTo.png" width="1010"/></picture></figure><p>To filter your results further, include or exclude particular terms. Using the “<strong>Include keywords</strong>” and “<strong>Exclude keywords</strong>” filters.</p><p>For example, our pet retailer might focus on “dog food” keywords that include “raw” or “natural.”</p><figure class="easyimage easyimage-side"><picture><img alt="include keywords filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/f6/4c/f64c2013684a4af32f0a03ce642bc4f4/b915d91d9147118ed708fbcae0913cbb/original.png" height="898" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f6/4c/f64c2013684a4af32f0a03ce642bc4f4/b915d91d9147118ed708fbcae0913cbb/AD_4nXfqHBG8KdruA0_lHCvsb6y7aS-QdC_MlIsL6N7pEvdr7FZnO2FuUuKex2q-uN-t8gMIrmJUM5Q0tKLIp9nYmj_k9hEkycc_6flPMcSSI0Vic6MUdLAIZyUDx439ctjzD2BIqacid2cSJpNbco6eNFMnjumZ.png" width="1010"/></picture></figure><p>And hide keywords including brand names they don’t stock, like “royal canin.”</p><figure class="easyimage easyimage-side"><picture><img alt="exclude keywords filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/e6/a0/e6a0d7f91087a1303299e409f1dccef6/e4e8a9abd0eb4f0c17eafbf66cbc9162/original.png" height="777" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e6/a0/e6a0d7f91087a1303299e409f1dccef6/e4e8a9abd0eb4f0c17eafbf66cbc9162/AD_4nXdnQWB_0yppKmmBm1UfBvy7_lygqwLuJj77sE93OBfGvCxhPQFAtTfCx6UUUoOllFO_fCnoESi1bb9e01LPSDhLPHdSmX5hXCx8BFDDqxWCCAuZ9DpUb5uZ5Yd2yGpPcwTU5Eu8BgRH9OEbXxZ_3Lu7B_wW.png" width="1010"/></picture></figure><p>If you need inspiration, the list in the left-hand column shows the most common keyword modifiers. And you can filter them in or out by clicking the eye icons. </p><p>The Keyword Magic Tool also has a dedicated filter for <a href="https://www.semrush.com/blog/question-keywords/" style="text-decoration:none">question keywords</a>. </p><figure class="easyimage easyimage-side"><picture><img alt="questions filter highlighted with keyword subcategory filters" data-original="https://static.semrush.com/blog/uploads/media/e1/1b/e11b490fe762bb31b9194fb164c04e09/3e81a0e1e2172c64376c577e52d7e53d/original.png" height="1014" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e1/1b/e11b490fe762bb31b9194fb164c04e09/3e81a0e1e2172c64376c577e52d7e53d/AD_4nXe76vm7Gjui3fmlkwC8BVVCxxdZdzyFJyU-A_rXaYlvMKTNq21gL4BncIvNSw5HU5L6eLnrphOLkipkkd9lfzf-82yoIqe_1BT387wYSFxhPPpCPjFdtYdI6pgUSENL0EJkgs7DF6_vB33GZ_c5mvEbsGtU.png" width="1010"/></picture></figure><p>Later, we’ll explain how to make use of all the keyword metrics you can see.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Some people use </em><a href="https://www.semrush.com/blog/google-keyword-planner/"><em>Google Keyword Planner</em></a><em> as a free alternative to Keyword Magic Tool. But it’s primarily designed for </em><a href="https://www.semrush.com/blog/ppc-keyword-research/"><em>PPC (pay-per-click) keyword research</em></a><em>. You won’t get as many useful insights, metrics, and filters that are relevant to SEO.</em></p></div></aside><div></div><h3 id="conduct-a-keyword-gap-analysis">Conduct a Keyword Gap Analysis</h3><p>A <a href="https://www.semrush.com/blog/keyword-gap-analysis/" style="text-decoration:none">keyword gap analysis</a> reveals keywords that competitors rank for but you don’t. It’s an effective way to find relevant keywords you’re missing out on.</p><p>And you can try it for free with Semrush’s <a href="https://www.semrush.com/analytics/keywordgap/" style="text-decoration:none">Keyword Gap</a> tool.</p><p>Just enter your domain and up to four competitors’ domains. (You can type in your competitors manually or pick the organic competitors the tool suggests.)</p><p>Then, choose your location and click “<strong>Compare</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="keyword gap competitors autocomplete highlighted" data-original="https://static.semrush.com/blog/uploads/media/b2/09/b2098579ff9dc5d91e2ef8bf0b2f829e/1b81fe798e9dddb9a79f776d9cd23c0f/original.png" height="871" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b2/09/b2098579ff9dc5d91e2ef8bf0b2f829e/1b81fe798e9dddb9a79f776d9cd23c0f/AD_4nXdJh2FJPXdaCzhIEqi9JEqP2VXbYLzBPA2wXT8jV3Tb7E1LChnQqqdLw5fru1HdsVdR_sDlZql98kJO2mbOQqUtx9HTxnM4ou5qX-TNwpwx0ohdz_iuibwf26K79Vft1NDA7rk_-G3SjRlgF2FW3tOtIqEB.png" width="1010"/></picture></figure><p>Scroll down to the keywords table and select “<strong>Missing</strong>.”</p><p>This shows you keywords that <strong>all </strong>competitors rank for but you don’t. So, they should be highly relevant.</p><figure class="easyimage easyimage-side"><picture><img alt="missing filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/17/ba/17ba80161a57a0ba34dff48137814bbc/399c851a37794b1ed9c31d800647deec/original.png" height="866" loading="lazy" src="https://static.semrush.com/blog/uploads/media/17/ba/17ba80161a57a0ba34dff48137814bbc/399c851a37794b1ed9c31d800647deec/AD_4nXdU1AezjM3WIlQK4_FrBHDL1PsAF_gtSxqX_vj7ZbRDOkrt5_bj98qtrZryKLjosMIktYxJJo3RA6H26bw87MAAbMH2hNHsdo3LiaMNwWTxQuRFKPzPxyWun9BjDy3ozVi9JPMhrFTv19ghTuclZDfFN2f2.png" width="1010"/></picture></figure><p>To see keywords that <strong>at least one</strong> competitor ranks for but you don’t, go to “<strong>Untapped</strong>.”</p><p>These might be less relevant, but you could find some hidden gems.</p><figure class="easyimage easyimage-side"><picture><img alt="untapped filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/29/bd/29bd0d634f3ddb93967521b9e29da74a/9c1e38c90dd3263d49e130c1d3ae95cd/original.png" height="840" loading="lazy" src="https://static.semrush.com/blog/uploads/media/29/bd/29bd0d634f3ddb93967521b9e29da74a/9c1e38c90dd3263d49e130c1d3ae95cd/AD_4nXdiKi_eq9G7p5hSBvv7yU0s4HzO16cOn1GSpbfClq13Kbxc9T72z_pW-gLB4vOG5syDzpUm2PajQAMG2gsNwkSkGxHc1IRgPZUp-80ckZsKwgxYT55y7PycCvN-BsnU9XBppcmq9Tj4Wy_NVH3b6iNfrrp_.png" width="1010"/></picture></figure><div></div><h3 id="look-at-search-suggestions-in-search-engines">Look at Search Suggestions in Search Engines</h3><p>You can conduct basic keyword research by looking at search suggestions in search engines.</p><p>For example, Google offers autocomplete predictions when you start typing. And you can use this as a way to identify popular queries in your niche.</p><figure class="easyimage easyimage-side"><picture><img alt="dog food autocomplete in google shows searches like recall, brands, recipes, etc." data-original="https://static.semrush.com/blog/uploads/media/e0/c9/e0c96fcdbe5d8449e8a741d210668d95/b889948a3b31bbcfc6d5403fc96644e5/original.png" height="1002" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e0/c9/e0c96fcdbe5d8449e8a741d210668d95/b889948a3b31bbcfc6d5403fc96644e5/AD_4nXdK2TW0VGGxItTNPG3hH5FxR_lYk_5sCedB0jGk-kb8A7LrUEyRAMB3ei3U2J1706mFhuppir8bVDkWE6ftUYC3LP3QNDjwMsamZBKkOjVMQ7ku95_eHWVapAc3nmjC95UDIY0U6wgPcGBzb_nBqMKK0GrG.png" width="1010"/></picture></figure><p>You can also note down keywords that appear in the “Related searches” sections of relevant SERPs.</p><figure class="easyimage easyimage-side"><picture><img alt="related searches reveal terms like dry dog food, bag dog food, and dog food brands" data-original="https://static.semrush.com/blog/uploads/media/50/69/50691ff33b99de5fb034333679e47d29/30a0cdeced2a9ff142c5a905fa585bff/original.png" height="777" loading="lazy" src="https://static.semrush.com/blog/uploads/media/50/69/50691ff33b99de5fb034333679e47d29/30a0cdeced2a9ff142c5a905fa585bff/AD_4nXcgIA7kBYOgGY0bfl-l3XgE18dim8fMvGlCDTUUJr0Mljxvir73LXRyechKw1eT3CLySheYO6wWN_sVrm5Ly324y_PpjnEsqY_9-OmULbNAYcsqo3S_S1v4FTGb3rugoZRnEz6RbwwWeoHqcQJ-ZbWaEAtl.png" width="1010"/></picture></figure><p>And <a href="https://www.semrush.com/blog/question-keywords/" style="text-decoration:none">question keywords</a> that appear in “People also ask” boxes.</p><p>Like this one:</p><figure class="easyimage easyimage-side"><picture><img alt="people also ask serp features shows searches like best food to feed a dog, what dog food do vets not recommend, etc." data-original="https://static.semrush.com/blog/uploads/media/a2/83/a283a71a6d70794f3693f2d293385cbc/9d4485db1900d39a185d4d12288d58fd/original.png" height="664" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a2/83/a283a71a6d70794f3693f2d293385cbc/9d4485db1900d39a185d4d12288d58fd/AD_4nXcuwq2QlfubrHgzOuo922j9H5PK5VekHXXARpcJ01nfAEPy45quSj3goJrg64g9XifMchVfGcqZxAufWEDEtkehy2mMqA7CED13mXebguqba447itjtTXxlpEcLSdE3en5EQvBbj00jHTpp94L3pR33dqrb.png" width="1010"/></picture></figure><p>But this method is time-consuming and provides a limited number of results.</p><p>Plus, if you want to collect useful metrics, you’ll need to import your keywords to another tool.</p><p>That’s why we recommend sticking with dedicated <a href="https://www.semrush.com/features/keyword-research-toolkit/" style="text-decoration:none">keyword research tools</a>.</p><h2 id="how-to-choose-keywords">How to Choose Keywords</h2><p>Your initial keyword research can yield thousands of keyword ideas. And not all of them will be relevant or important to your brand.</p><p>To <a href="https://www.semrush.com/blog/how-to-choose-keywords-for-seo/" style="text-decoration:none">choose the best keywords for SEO</a>, you need to:</p><ol> <li style="list-style-type:decimal">Gather useful metrics from SEO keyword research tools</li> <li style="list-style-type:decimal"><a href="https://www.semrush.com/blog/serp-analysis/" style="text-decoration:none">Analyze the SERPs</a> to see what results are shown</li></ol><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>If you found any keywords outside of Semrush, try importing them into the </em><a href="https://www.semrush.com/analytics/keywordoverview/"><em>Keyword Overview</em></a><em> tool. This can enable you to gather useful keyword metrics and easily access non-personalized SERPs.</em></p></div></aside><p>For the best results, we recommend working through this checklist:</p><h3 id="understand-search-intent">Understand Search Intent</h3><p><a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">Search intent</a> is the reason behind a user’s search.</p><p>To understand what a keyword can do for your business—and how to rank for it—you need to know the search intent behind it.</p><p>For example, people who search “pedigree small dog” typically want to purchase Pedigree-branded food for small dog breeds. So, the top-ranking results are all product pages.</p><figure class="easyimage easyimage-side"><picture><img alt="pedigree small dog search shows sponsored product results" data-original="https://static.semrush.com/blog/uploads/media/ac/4d/ac4de9b3d52c0ccbff8dee4c19165749/6790b38e2585018e8d1c0a17a24095b5/original.jpeg" height="1209" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ac/4d/ac4de9b3d52c0ccbff8dee4c19165749/6790b38e2585018e8d1c0a17a24095b5/AD_4nXflzk6rkmsb-lpyCRLwFE8djzqhViXgXaAui_hiWhERs9lXyfVIxxxk8g3HJx6j08N6WQRKdexJXQCVrRjaZ732xTyvVv6Me9awkNcyjOdakKGkb4GgQ4GbEvxgR7pb6CytJ_EMPtk0y0MFdXJj8Uw0GPZv.jpeg" width="1010"/></picture></figure><p>When you research keywords in Semrush, you can see what type(s) of intent a keyword has.</p><p>There are four categories:</p><ul> <li style="list-style-type:disc"><strong>Navigational</strong>: The user is looking for a specific page (e.g., “pedigree foundation”)</li> <li style="list-style-type:disc"><strong>Informational</strong>: The user is looking for general information on a topic (e.g., “can dogs eat spicy food”)</li> <li style="list-style-type:disc"><strong>Commercial</strong>: The user is researching their options before making the final decision on which product to buy (e.g., “best dry dog food”)</li> <li style="list-style-type:disc"><strong>Transactional</strong>: The user is looking for a specific product or brand, with the intention to make a purchase (e.g., “pedigree puppy food”)</li></ul><figure class="easyimage easyimage-side"><picture><img alt="intent column highlighted in keyword magic tool" data-original="https://static.semrush.com/blog/uploads/media/74/dc/74dcc6cc4e76d8657d6d3d8574e4de9c/2d2edb3bbccd9a0540fe91eb7e43fa36/original.png" height="697" loading="lazy" src="https://static.semrush.com/blog/uploads/media/74/dc/74dcc6cc4e76d8657d6d3d8574e4de9c/2d2edb3bbccd9a0540fe91eb7e43fa36/AD_4nXdrCGB5ehric1fN-vutIGwEwIQ1dEsSK3IWAIwpeIkBahtRy087iV93rkG5pVx_um8tVXELnznhJj5nsBa_RK5l76YrlThvaZ_fjwwlbKIhWX1PkfE_Ik1UiW_jKM8kK-ZIFWNhSaFLpgH3TCpI7XdHtgfD.png" width="1010"/></picture></figure><p>You can get further insights into search intent by looking at the top-ranking results.</p><p>Just click the “<strong>View SERP</strong>” button or icon. Here’s what the icon looks like in the <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>:</p><figure class="easyimage easyimage-side"><picture><img alt="view serp icon highlighted" data-original="https://static.semrush.com/blog/uploads/media/d4/21/d421e03c0ed0f9678d9a261c1d9763da/1d10c2af5eb045bff9d58733aa368453/original.png" height="697" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d4/21/d421e03c0ed0f9678d9a261c1d9763da/1d10c2af5eb045bff9d58733aa368453/AD_4nXeTWtV46MSWFI7ZtOXQWyntk6XsyeEsVpXoCMHpMA1Bwr-kw5HbPmtCX1s2J9UZR8KFHJr4AKgBQc3J9LimUOVWktuA20gzwRT-0PNgazsC6H9WTGEtkHEGwmn7PRsmPQfXnzx5JFLnryIgbb2hRxeMq7Ar.png" width="1010"/></picture></figure><p>For example, our pet retailer might think to target “best dog food” on their dog food category page.</p><p>But all the top results are roundups from industry publications:</p><figure class="easyimage easyimage-side"><picture><img alt="best dog food search results" data-original="https://static.semrush.com/blog/uploads/media/3f/6e/3f6ec7c356d4673bbdd8e2e7b64b57e4/0994f53f6613d39ee0f8da5a110e8dc2/original.jpeg" height="1034" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3f/6e/3f6ec7c356d4673bbdd8e2e7b64b57e4/0994f53f6613d39ee0f8da5a110e8dc2/AD_4nXfhkRRx3otvbr4FcWXB8KZ9Zfq3dzSDwdqlm06CYA1d1bfn3WnbCMEyWPbR3hp3Z71mFICm47CzT8NO8zwndF-SZJFVzlfyQjTZj1J5r3R1GK5gIsDFT4wB_FgrUKylmSyJYdG4C-z3MdrDCstHuE9FGB43.jpeg" width="1010"/></picture></figure><p>This suggests that it will be difficult for the pet retailer to secure a high ranking—especially with a product category page.</p><p>Instead, they can target a keyword like “dry dog food” that has commercial intent:</p><figure class="easyimage easyimage-side"><picture><img alt="intent widget highlighted" data-original="https://static.semrush.com/blog/uploads/media/e3/93/e393ffd50282aca894f281351a3cce24/ca876119e9cfb5624502c0a96507088a/original.png" height="880" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e3/93/e393ffd50282aca894f281351a3cce24/ca876119e9cfb5624502c0a96507088a/AD_4nXeYS4YmUPB9--B59gUvFrq1ca2gnpr-lgakG0jqCdnEKEPdY14pCWS3KrqXAprRGPey19pgluVA3kW-KxOydbLhdCTwvBuzo29I-S_tsDShjlwW9J4zdMqA2M0cIjIdk_X2Ncu68f6jE-0BvvsYPSw3D2dA.png" width="1010"/></picture></figure><p>And a SERP containing mostly product and category landing pages:</p><figure class="easyimage easyimage-side"><picture><img alt="dry dog food search results" data-original="https://static.semrush.com/blog/uploads/media/55/ef/55ef0b10e61440cadf88c2a5f7cff628/2a174da18532dd82758b585caf89519a/original.png" height="991" loading="lazy" src="https://static.semrush.com/blog/uploads/media/55/ef/55ef0b10e61440cadf88c2a5f7cff628/2a174da18532dd82758b585caf89519a/AD_4nXcLMm_XSzi-BdVjD_Pw24Yn_HlLpf7iqXkuvZ-SycDUVoFrUJL3kGdorwRkIwB7FIpXRYrk2k8WkN7-s2F9L8Of1_xvqd0PVY01hZSXw-iXulro8fvOQj50FimDf9fwlLJZXUeEtlge1NigbmGFMFkbO_lT.png" width="1010"/></picture></figure><h3 id="look-at-keyword-search-volumes">Look at Keyword Search Volumes</h3><p><a href="https://www.semrush.com/blog/keyword-search-volume/" style="text-decoration:none">Search volume</a> tells you how many times searchers enter a particular keyword into Google per month (on average). </p><p>The higher the search volume, the more traffic you can get if you rank well for that keyword. So, all else being equal, you should prioritize higher-volume keywords.</p><p>You’ll see volumes when doing keyword research with the <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>.</p><figure class="easyimage easyimage-side"><picture><img alt="search volume column highlighted" data-original="https://static.semrush.com/blog/uploads/media/13/2f/132fd17e4fcb69d4416f3f3ed11a1309/dc24a435fe85a7bed50ccbe17e757fcd/original.png" height="642" loading="lazy" src="https://static.semrush.com/blog/uploads/media/13/2f/132fd17e4fcb69d4416f3f3ed11a1309/dc24a435fe85a7bed50ccbe17e757fcd/AD_4nXff5IMlUk-MCvadGYDXnOiUFzoQKVVvjba3qVPSo8VaNXBwB7CF7ZYKymvsGr5EFH3Gi_zUndfyYh1wua5dq8TmjMhHvziELyZSyUdMgLiUp9bkz8HBauqIx1hQRkDUDCib1Vv76YdBVv2ewwWwMMMXsV2r.png" width="1010"/></picture></figure><p>And you can filter for keywords with specific volumes (e.g., over 100 searches per month).</p><figure class="easyimage easyimage-side"><picture><img alt="search volume filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/e3/36/e336483bf0152440ee24fa74eec44d51/9d9d3878a579042435756e03feb86d26/original.png" height="794" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e3/36/e336483bf0152440ee24fa74eec44d51/9d9d3878a579042435756e03feb86d26/AD_4nXcKGpj2buA7DRI1xWsy0t1zxVN77RMGEma8PEX1krRvKUUt_XeOaqzvDzUVoWjlJGAJV98G0atSR0qIQic7GsjFDt5Q8cKIp233goTAs2dB3nLZepF4iG0Z7jt9XofFGVJfJGWxgxlOa2CKiIO6Aqs5_1ec.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Don’t get too hung up on search volumes. Sometimes, you can target multiple keywords on one page, and all those smaller volumes add up. We’ll talk more about this later.</em></p></div></aside><p>You can look up keyword volumes for specific keywords using the <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> tool.</p><p>This tool even lets you check search volumes in specific regions (e.g., cities).</p><figure class="easyimage easyimage-side"><picture><img alt="keyword overview search for dog food narrowed to new york city" data-original="https://static.semrush.com/blog/uploads/media/ba/63/ba63147d682de32f5a433eb9ece9a403/9bff760a8d2bbbcac74d9c91aa9305be/original.png" height="768" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ba/63/ba63147d682de32f5a433eb9ece9a403/9bff760a8d2bbbcac74d9c91aa9305be/AD_4nXcnvrPm7Lacx6twZ6exygIgHXdA1Ys7K7cBr3vZ28eUh_bb2LOoxbbNb29mbRT2g55rSQ54FX6Kikc61TGbkIDIhPlOsCWS-StHnHeyho7Usg12Wkx2V8mic6luSa7uogcs9Jv1z8wi-jdgjCTaH96uLxk.png" width="1010"/></picture></figure><p>And compare search volumes across different countries.</p><figure class="easyimage easyimage-side"><picture><img alt="search volume for dog food is 135k in the US with a global volume of 276k" data-original="https://static.semrush.com/blog/uploads/media/f4/39/f439542a00f6f15ca94e0960d2e95fa2/67254e0582fc5ae83da35e0724b2920f/original.png" height="773" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f4/39/f439542a00f6f15ca94e0960d2e95fa2/67254e0582fc5ae83da35e0724b2920f/AD_4nXdYs-htq1mhes84ZHLCeXF9SFDJKOmBitlgomkEF241TdcVh68qSBgHt7jv8yHWTslxD834mWy7AIbQDXVo0jVaxTBJG-bMonlZpztptKGMnf60QWVMo8LwQOX_Vq0GdwKLyvHtUYwD7SY2CFF8Q9XwROjd.png" width="1010"/></picture></figure><h3 id="consider-personal-keyword-difficulty">Consider Personal Keyword Difficulty</h3><p>In Semrush, <a href="https://www.semrush.com/blog/keyword-difficulty/" style="text-decoration:none">keyword difficulty</a> (KD%) measures how hard it is to rank in Google’s top 10 organic results for a given search term. </p><p>Personal keyword difficulty (PKD%) measures how hard it is for <strong>your domain</strong> specifically. </p><p>It considers factors like:</p><ul> <li style="list-style-type:disc">The authority of your domain vs. the top-ranking domains</li> <li style="list-style-type:disc">Your current ranking position</li> <li style="list-style-type:disc">Thematic relevance between your site and the keyword (i.e., your <a href="https://www.semrush.com/blog/topical-authority/" style="text-decoration:none">topical authority</a>)</li></ul><p>The higher the score out of 100, the harder it’ll be to earn a high ranking. And therefore earn organic traffic.</p><p>For example, “healthy dog food” has a 91% keyword difficulty score.</p><ul> <li style="list-style-type:disc">Chewy.com (an authoritative pet retailer) has a <strong>22 PKD%</strong> for this keyword. If they create quality content on this topic, it should be relatively easy for them to break into the top ten.</li> <li style="list-style-type:disc">Theurbanpet.net (a lower-authority pet retailer) has a <strong>76 PKD%</strong> for this keyword. To realistically compete for a high ranking, they need to <a href="https://www.semrush.com/blog/how-to-build-website-authority/" style="text-decoration:none">improve their website authority</a>.</li> <li style="list-style-type:disc">Semrush.com (a high-authority marketing site that’s unrelated to the pet industry) has a <strong>100 PKD%</strong> for this keyword. Because the keyword isn’t relevant to Semrush’s content.</li></ul><figure class="easyimage easyimage-side"><picture><img alt="Keyword Overview results for “healthy dog food”" data-original="https://static.semrush.com/blog/uploads/media/56/28/56281fd7a2d283a3224bfdfcca5ce21a/f2e436596b3d00ab19002ddb585ce922/original.png" height="1195" loading="lazy" src="https://static.semrush.com/blog/uploads/media/56/28/56281fd7a2d283a3224bfdfcca5ce21a/f2e436596b3d00ab19002ddb585ce922/AD_4nXd9AKkS2mO1l1jkpCnBap1ZoSBwhdSPgTot__pWKOb42q23kowYm1KTC8cEvzGcFIMo9r5WXypX3O_JftT_uxoPnTjCR_NniD83JCkgJ4nthTjl8h13S3HhAKeav7l5kSoutS_XFOjlmNoAxi9cMUEmHKU.png" width="1010"/></picture></figure><p>To see personal keyword difficulty scores in the <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>, you’ll need to provide your domain.</p><p>Like this:</p><figure class="easyimage easyimage-side"><picture><img alt="domain field highlighted" data-original="https://static.semrush.com/blog/uploads/media/79/8a/798ad41ec70a9b3b0b90e8ab0057ec56/a2c0b264554911aa1385ec3a45c006f6/original.png" height="641" loading="lazy" src="https://static.semrush.com/blog/uploads/media/79/8a/798ad41ec70a9b3b0b90e8ab0057ec56/a2c0b264554911aa1385ec3a45c006f6/AD_4nXfCQpk0LnU_RFxQZrwS5CsxtmxS5gjTs89aleN7UiCRxwMO76OcW5OQ8nwuTmt5OM0zGMTehwt-V3h0eNA2MAtqvSv2jPwR89_Eyt8nYMzXxfzrfWkH2DUG885c1W8y_25lTIK-i5HzacvQumPLPL5Q2aPT.png" width="1010"/></picture></figure><p>The “PKD %” column contains your personal keyword difficulty score for each resulting keyword.</p><figure class="easyimage easyimage-side"><picture><img alt="keyword and personal keyword difficulty percentage columns highlighted" data-original="https://static.semrush.com/blog/uploads/media/a4/8c/a48c57fedf43ae1058dd7b29e4b307e8/e4d7e948608e4e9c16a5bc1945905933/original.png" height="616" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a4/8c/a48c57fedf43ae1058dd7b29e4b307e8/e4d7e948608e4e9c16a5bc1945905933/AD_4nXdYztbFMLjTClCpKu3aVSfjIdQ69otZTibnS6_-yaRVZ0-21zZFSew0ybby7a1ks6AYKMFjmFbgwOu7WXE246Pkdya4aNsSBj-kKsS0BBUOUzW-y8H7wBN4mridoiHyYBmpP2pikVUEm4hKBq5WFwGmDZgd.png" width="1010"/></picture></figure><p>It’s a good idea to focus on lower-difficulty keywords. So that you’re more likely to rank highly and see results from your SEO efforts.</p><p>Click “<strong>Personal KD %</strong>” to filter your results based on this metric.</p><p>For example, you can focus on keywords in the 0-29% range: </p><figure class="easyimage easyimage-side"><picture><img alt="personal keyword difficulty filter highlighted" data-original="https://static.semrush.com/blog/uploads/media/c2/8c/c28c1601fe48246d268a575495177c03/c4a8f07e09cae6759f17d8046fe73f49/original.png" height="925" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c2/8c/c28c1601fe48246d268a575495177c03/c4a8f07e09cae6759f17d8046fe73f49/AD_4nXeajZMt7g-GJ68xlH8fd860VMI5zb1SJ8-VmJP3y-uh-jpyeG9XpfSsN1BgaHvaGUbpdbKbs5cWIuQnoLrKwPe-EEWuQellemF24fRz0OiMrj1f0FL19N_UKuP9PJhCmK3A-dWI9woH_sAe89WQHI6x1N22.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>You can review your level of topical authority for a keyword in the </em><a href="https://www.semrush.com/analytics/keywordoverview/"><em>Keyword Overview</em></a><em> tool. You can also see your personal keyword difficulty score, potential position, and much more.</em><br/> </p><p><img alt="keyword overview for foods dogs cant eat with domain shows personal keyword difficulty, topical authority, and potential position on the serp" src="https://static.semrush.com/blog/uploads/media/cc/6d/cc6d1da1d8906ea32428e1baca285ce8/2ef56fd463550de57f9062227a160cbd/AD_4nXcRH3gVEcwJiRR-eUUUzcGQPtR33gHUFSx7hOObxnbPLgxwJoAtZJtG8gz7eGG1L5NJeB67_mF3yI9UvcLGz0nHmpQ7a49N9GqrZ5urWO3kYy8j1BEXK7FFNYuW6bnqlcLJB3ctBugQOzoaqoOr3R_BgUav.png" loading="lazy" width="1010" height="874"/></p></div></aside><h3 id="check-for-serp-features">Check for SERP Features</h3><p>SERP features can present both an opportunity and a threat.</p><ul> <li style="list-style-type:disc"><strong>Opportunity</strong>: You can rank organically for some SERP features. This can lead to more impressions and clicks, because SERP features tend to stand out and provide more information.</li> <li style="list-style-type:disc"><strong>Threat</strong>: Some SERP features eliminate the need for users to click on results. Or detract clicks from standard organic results (because they grab users’ attention).</li></ul><p>So, their presence may affect your keyword decisions.</p><p>For example, the top organic result for “cat food” appears pretty far down the page:</p><figure class="easyimage easyimage-side"><picture><img alt="cat food search results requires you to scroll far to reach organic results" data-original="https://static.semrush.com/blog/uploads/media/18/62/1862b41a563d29fd6a8931cc92652e07/229f52ca1dc60aa1c0a09182e8c2f6f5/original.png" height="797" loading="lazy" src="https://static.semrush.com/blog/uploads/media/18/62/1862b41a563d29fd6a8931cc92652e07/229f52ca1dc60aa1c0a09182e8c2f6f5/AD_4nXdxla9j7JchjH9qVFka-4ZlN65fZtC4bgREBDBsG9vPbBEL7Li_9I92VNripfm49JZT0-vzBrEq89EOfFN4VmufcW87YnP3l9Iy8EZEQL-SbKNpmswk_XeN5NLpUtxf7c_Osa0d1yQCw_1QcOMWKKWjInw.png" width="1010"/></picture></figure><p>Rather than trying to get the top organic result, you might be better off optimizing for the popular products SERP feature.</p><p>Or targeting another keyword altogether.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>We’ll talk more about how to pursue organic rankings and SERP features later.</em></p></div></aside><p>When you do keyword research using Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>, you can see how many SERP features each keyword triggers.</p><p>And hover to see exactly which ones they are.</p><figure class="easyimage easyimage-side"><picture><img alt="serp features column highlighted to show list of serp features for each keyword" data-original="https://static.semrush.com/blog/uploads/media/97/90/979076e398c55f4ee8107e038ab66274/edfb6dd7e1c669c1616b0665d2240bf8/original.png" height="811" loading="lazy" src="https://static.semrush.com/blog/uploads/media/97/90/979076e398c55f4ee8107e038ab66274/edfb6dd7e1c669c1616b0665d2240bf8/AD_4nXcS0h6NOXO2hjcN_x_a1vsbCAmtMO0FlPw8qwhgVS0lgGRhodPnXycEA6frUbbCmwmMgV6gaAk_EZF1M8QUubTTC1ScLNZ0lVH1H9j-F0gOLAP_931jiI3P0bP-BuhwlWuzZa_fFxkNqFRzX4U4tCk4b_ZY.png" width="1010"/></picture></figure><p>You can also click the SERP icon to view the results page for yourself. And get an idea of how much visibility each result is getting.</p><figure class="easyimage easyimage-side"><picture><img alt="view serp icon highlighted" data-original="https://static.semrush.com/blog/uploads/media/2c/63/2c63434e4ad112797697d91f87478f5a/e34052f20799d3721ac55b0f6310a0a5/original.png" height="812" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2c/63/2c63434e4ad112797697d91f87478f5a/e34052f20799d3721ac55b0f6310a0a5/AD_4nXfvuUSDq3Vry_vqtlufoNCzaT37jagLN2rukuGqjMbbuy_e03f20j4QuFKsGg0kiJuP8LTVFTU5CX2Mkusnw0LCHnakKnLJ2UjRlddDNsg1Cfo6-pGExHUFOxGGSA8K0nKiWH7z7J1kWPiRkXaI6wRwGFHA.png" width="1010"/></picture></figure><p>If you want to avoid (or pursue) keywords that trigger certain SERP features, use the filter option.</p><p>Like so:</p><figure class="easyimage easyimage-side"><picture><img alt="advanced filters to serp features allows you to filter keywords by triggered serp features" data-original="https://static.semrush.com/blog/uploads/media/d8/f9/d8f9142c69cc309b58483949f283fffe/8f96785e900909d8f51166b896fff94e/original.png" height="847" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d8/f9/d8f9142c69cc309b58483949f283fffe/8f96785e900909d8f51166b896fff94e/AD_4nXeBWzKUFyh0X_xy67d7D8x7hsqw1Uxua-z4uk2POjHYyeBjQ5ngF4eXmTbTxRaQpdrKuXqkYgZU7_hL1jWZ8b--4GZknULSCrXFoBz3eaRJpuHYB41Wh-a7M8TkiDD98nNXlB9vAZbOtjVzyiP8Z9kO9E4B.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Use the </em><a href="https://www.semrush.com/sensor/"><em>Semrush Sensor</em></a><em> to see how prevalent each SERP feature is in your business category.</em><br/> </p><p><img alt="semrush sensor shows serp features occurrence" src="https://static.semrush.com/blog/uploads/media/62/a5/62a57ce725f43c8fbbe6b85315ba1e7a/dbb126d82a50af02f260e8f8f4f7135c/AD_4nXdbDedQL3joANQOkf6kKr3MPXPgOm40P4ziudZ0PEF5f90KAsSOzVDbYKifP5rfwAuGkOMgQ-bMfPuDPIEtxnHn4RRvkaCAjYTmvln2x-JNh8ChENAuEMgobnVI9fRR0cH2gm2HnPOqLHRuMRiqo53xZss.png" loading="lazy" width="1010" height="1485"/></p></div></aside><h3 id="do-a-cost-benefit-analysis">Do a Cost-Benefit Analysis</h3><p>Keyword analysis is ultimately about weighing the cost of getting a keyword ranking against its potential value.</p><p>To evaluate costs, you need to think about <strong>time</strong> and <strong>money</strong>. So, ask yourself:</p><ul> <li style="list-style-type:disc">How long will it take to create and maintain high-ranking content?</li> <li style="list-style-type:disc">Do we have the ability to create the content in-house?</li> <li style="list-style-type:disc">Do we need to invest in <a href="https://www.semrush.com/blog/content-creation-tools/" style="text-decoration:none">content creation tools</a>?</li> <li style="list-style-type:disc">Who will create the content and what could they be doing instead?</li></ul><p>Now, let’s look at the benefits your optimized content could generate:</p><table width="647"> <colgroup> <col width="181"/> <col width="466"/> </colgroup> <tbody> <tr> <td> <p><strong>Brand awareness</strong></p> </td> <td> <p>The amount of exposure your result gets largely depends what type of result it is, what position it’s in, and the keyword’s search volume. You may also get more visibility on desktop SERPs compared to <a href="https://www.semrush.com/blog/mobile-serp/" style="text-decoration:none">mobile SERPs</a>.</p> </td> </tr> <tr> <td> <p><strong>Organic traffic</strong></p> </td> <td> <p>The number of clicks your result gets depends on its type/position, the keyword’s search intent, and the keyword’s search volume. You can get organic traffic estimates when you analyze SERPs in <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> (and some other tools).</p> </td> </tr> <tr> <td> <p><strong>Conversions</strong></p> </td> <td> <p>The number of organic visits that translate into conversions (desirable actions) depends heavily on search intent. To get an idea, look at the cost per click (CPC) metric in Semrush. This tells you how much advertisers are willing to pay for a click from the SERP—the higher the amount, the more valuable the keyword is likely to be.</p> </td> </tr> <tr> <td> <p><strong>Backlinks</strong></p> </td> <td> <p>Links from other sites (<a href="https://www.semrush.com/blog/what-are-backlinks/" style="text-decoration:none">backlinks</a>) can drive referral traffic and benefit your SEO. The amount you can generate depends significantly on the topic and quality of your content. Which you can learn more about in our guide to <a href="https://www.semrush.com/blog/link-bait/" style="text-decoration:none">link bait</a>.</p> </td> </tr> <tr> <td> <p><strong>Topical authority</strong></p> </td> <td> <p>By developing high-quality content on topics relevant to your brand, you can build a strong reputation among search engines and users. This can ultimately lead to more traffic, backlinks, and conversions.</p> </td> </tr> </tbody></table><p>Quantifying these benefits is tricky. But as you work on your content strategy and monitor your results, you should develop a good instinct for what works for your brand.</p><p>For detailed advice, check out our guide to <a href="https://www.semrush.com/blog/seo-forecasting/" style="text-decoration:none">SEO forecasting</a>.</p><h2 id="how-to-target-keywords">How to Target Keywords</h2><p>Once you’ve chosen your target keywords, make sure to record them along with any useful insights.</p><p>In Semrush, you can use the checkboxes and “<strong>+ Add to keyword list</strong>” button to save keywords in the <a href="https://www.semrush.com/analytics/keywordmanager/" style="text-decoration:none">Keyword Strategy Builder</a>.</p><figure class="easyimage easyimage-side"><picture><img alt="add keywords to list button highlighted" data-original="https://static.semrush.com/blog/uploads/media/54/b9/54b9451e245bb81fb70bfc2cdc575355/77b2a771f96fdf2ddfcea85bd099bddb/original.png" height="823" loading="lazy" src="https://static.semrush.com/blog/uploads/media/54/b9/54b9451e245bb81fb70bfc2cdc575355/77b2a771f96fdf2ddfcea85bd099bddb/AD_4nXcvbvGghb_burYY0oOYVvXQ032Uow7c4EPpN-cpx1Ujqybv8qK8JcflC8XZ4f75IU_6mv9fktNewozbvPwQDyO0DXb9FolAGurm-VFKtvMhNuoFkkyXHyy0CMdYQ7kDnekGYnxv-HnFQX_ihSZPHP36vJXV.png" width="1010"/></picture></figure><p>When you’re done with that, it’s time to develop a <a href="https://www.semrush.com/blog/keyword-strategy/" style="text-decoration:none">keyword strategy</a> and start creating content.</p><p>Here are our top tips for success:</p><h3 id="do-keyword-mapping">Do Keyword Mapping</h3><p><a href="https://www.semrush.com/blog/keyword-mapping/" style="text-decoration:none">Keyword mapping</a> is the process of matching each target keyword with the page (or prospective page) on your site that satisfies its search intent.</p><p>It allows you to plan and optimize content more effectively.</p><p>Here’s a quick example of a keyword map in action:</p><table width="663"> <colgroup> <col width="448"/> <col width="215"/> </colgroup> <tbody> <tr> <td> <p><strong>Target Keyword(s)</strong></p> </td> <td> <p><strong>Target URL Slug</strong></p> </td> </tr> <tr> <td> <p>dog food, pet food for dogs</p> </td> <td> <p>/shop/dog-food/</p> </td> </tr> <tr> <td> <p>royal canin dog food, royal canin adult dog food, royal canin canned dog food</p> </td> <td> <p>/shop/dog-food/royal-canin/</p> </td> </tr> <tr> <td> <p>best dog food, what is the best dog food, best dog food 2024 </p> </td> <td> <p>/blog/best-dog-food/</p> </td> </tr> </tbody></table><p>Notice that we’ve grouped keywords with overlapping search intent. This is called <a href="https://www.semrush.com/blog/keyword-clustering/" style="text-decoration:none">keyword clustering</a>, and it can help you get better SEO results.</p><p>You can streamline the process with Semrush’s <a href="https://www.semrush.com/analytics/keywordmanager/" style="text-decoration:none">Keyword Strategy Builder</a>.</p><p>Just open one of the keyword lists you created earlier.</p><figure class="easyimage easyimage-side"><picture><img alt="keyword lists appear below the tool start" data-original="https://static.semrush.com/blog/uploads/media/6a/c4/6ac47f0bbb9b7ae7372754eb268a2b54/7af86ac6008227760021362938c5f00d/original.png" height="396" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6a/c4/6ac47f0bbb9b7ae7372754eb268a2b54/7af86ac6008227760021362938c5f00d/AD_4nXeY0WMCEf8aKRZqjnhKaYDWYl8ZRjI9Os4Nx7jixh5kGdRcegMoZbSJKmzGu1FQzTOAng7DVDQ26fqzVaGp5GBsQShLNTquA3fdnATlBty-8vigPx8qks7JDRaTLIIVcKXyZCHlQuXzvxRjU9WSkRZFNap8.png" width="1010"/></picture></figure><p>Then, click “<strong>Cluster this list</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="cluster this list button highlighted" data-original="https://static.semrush.com/blog/uploads/media/ef/9b/ef9b307bb83d53a666aff7baa8cfbc3c/34b1ab58443708a5c1c1b5019846f5cb/original.png" height="780" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ef/9b/ef9b307bb83d53a666aff7baa8cfbc3c/34b1ab58443708a5c1c1b5019846f5cb/AD_4nXdd7RdAXYMtGGVeKeXl32ZwLcDnuKw2iKhcj-BM_ytiJrLPciwAJb3Q7JKNxh5iLk1BjSapF4atMY5RSuRZpGGz9OJo8jMmfEGh7YzJwaPYknMs8cSwRXXtgV1OVoEkMH2Xc4Cm3tjQ1RTkhLP_Vcs3Uzc.png" width="1010"/></picture></figure><p>The tool will cluster your keywords based on topic. You should target each cluster on a different page on your site. </p><p>Use these metrics to identify the best opportunities:</p><ul> <li style="list-style-type:disc"><strong>Intent</strong>: A breakdown of search intent types</li> <li style="list-style-type:disc"><strong>Keywords</strong>: The number of keywords in the cluster</li> <li style="list-style-type:disc"><strong>KD %</strong>: The average keyword difficulty score</li> <li style="list-style-type:disc"><strong>Volume</strong>: The collective keyword search volume</li></ul><figure class="easyimage easyimage-side"><picture><img alt="keyword strategy builder topic cluster shows data per cluster" data-original="https://static.semrush.com/blog/uploads/media/9a/58/9a584b0aed62343d8e4d36be9a1fa0ab/beeab74ac2077b493fdcaab4441c9868/original.png" height="841" loading="lazy" src="https://static.semrush.com/blog/uploads/media/9a/58/9a584b0aed62343d8e4d36be9a1fa0ab/beeab74ac2077b493fdcaab4441c9868/AD_4nXdwSM3Q0EIV34OcbGdkxMJcMAErQMvEml5HURUDHTIqDIg_vQeKxjAZKCLve7J7IDb2tPd1ChhR-UMMm0MWlZyATdOQgWGoHGsK182pwnCDbEHTkGxCO2MzFytMJ469RT4tQuZPKBLnilUV_sBaxYkukx78.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Clusters with a relatively high volume and low difficulty score get a “high ranking potential” tag.</em></p></div></aside><p>Click the arrow to see all the keywords in a cluster.</p><p>Also look at the top-performing pages for these keywords. And use them as inspiration.</p><figure class="easyimage easyimage-side"><picture><img alt="drop down icon highlighted to see keywords included in cluster" data-original="https://static.semrush.com/blog/uploads/media/73/10/73101d1b081a12850f73c701471e9e0f/7382b9143c980e24c3e27f94bb1e6dd7/original.png" height="805" loading="lazy" src="https://static.semrush.com/blog/uploads/media/73/10/73101d1b081a12850f73c701471e9e0f/7382b9143c980e24c3e27f94bb1e6dd7/AD_4nXc9kYh_I5P1xq_OwYjj8p7Rf0jqvYCGQN3jmejvqcfGUZ3wQAqVbGIVn8YAtwH1TkyISP7yU4jW1XkxJ2_OT2v7QDKG8S-D0s4ubf43CRGZwrtD0zcTiVdu8r6n9UCMWgnU4PrEG3EB4RNbY72C0faL10mW.png" width="1010"/></picture></figure><p>All this information will help you create <a href="https://www.semrush.com/blog/seo-writing/" style="text-decoration:none">SEO-optimized content</a>. As you’ll discover in the following steps.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>You can also use the Keyword Strategy Builder to collect new keyword ideas. Just enter a seed keyword, choose your target country, and click “</em><em><strong>Create list</strong>.”</em><br/> </p><p><img alt="keyword strategy builder tool start" src="https://static.semrush.com/blog/uploads/media/67/b1/67b17f486f10c2179592d724004331dd/1aa38fc803b69618e49d257ace0b451a/AD_4nXcHG9oqEMTPqoXe2UjhHPllLR5lL-RyP0sb1w-zpXt8jNyYa9Bhwq7x3Ut6aogz5OarpLxtEJMDHtByTKLYCWIcsP9cUbW8I8lzXNRGv2OHIALYpTGlbg713L1OjPB7iSOx8xKWRb8ECJwMdwAhmL_a4Zp1.png" loading="lazy" width="1010" height="848"/></p></div></aside><div></div><h3 id="focus-on-content-quality-and-usability">Focus on Content Quality and Usability</h3><p><a href="https://www.semrush.com/blog/quality-content/" style="text-decoration:none">Content quality</a> is one of the most important factors in search engine rankings.</p><p>To create quality content, you generally need to:</p><ul> <li style="list-style-type:disc">Satisfy search intent</li> <li style="list-style-type:disc">Present your content effectively</li> <li style="list-style-type:disc">Provide accurate and up-to-date information</li> <li style="list-style-type:disc">Deliver a great user experience</li> <li style="list-style-type:disc">Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (<a href="https://www.semrush.com/blog/eeat/" style="text-decoration:none">E-E-A-T</a>) </li></ul><p>Secondly, think about how to provide added value and stand out among your competition. That might involve doing things like:</p><ul> <li style="list-style-type:disc">Covering the topic more thoroughly</li> <li style="list-style-type:disc">Using a new, unique angle</li> <li style="list-style-type:disc">Providing helpful examples</li> <li style="list-style-type:disc">Adding original data</li> <li style="list-style-type:disc">Creating original media</li></ul><p>For example, Rover’s dog feeding guide satisfies search intent by providing detailed guidelines for various kinds of dog. </p><figure class="easyimage easyimage-side"><picture><img alt="feeding guidlines for a puppy blog page" data-original="https://static.semrush.com/blog/uploads/media/14/8d/148d451a802aa1cc3e567aed5188aaff/55f3cc7bd11f89f3873b53a46f399f3e/original.png" height="1399" loading="lazy" src="https://static.semrush.com/blog/uploads/media/14/8d/148d451a802aa1cc3e567aed5188aaff/55f3cc7bd11f89f3873b53a46f399f3e/AD_4nXcTMsUmb2eEv3qYOfCIoTut7Y9HQjXvuZGEAJCRF6rheuOk4BPayuBU1VF06bajy0L82Mr3JYQFdMX_2q1ZG6dsLtVQT1NxpvUNatMnQ5pTlc0iS7QLl16_oNffncccjLVwTaURBxCCNQOsJGwzeWXe1Os.png" width="1010"/></picture></figure><p>The guide also includes lots of related information and resources. Which come from reliable sources like veterinarian Dr. Jamie Whittenburg.</p><figure class="easyimage easyimage-side"><picture><img alt="rover blog cites authoritative expert" data-original="https://static.semrush.com/blog/uploads/media/3a/9a/3a9ae5ead463585b674bfc736270453f/2a3743a0106383bd359bf1a760427a7d/original.png" height="1353" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3a/9a/3a9ae5ead463585b674bfc736270453f/2a3743a0106383bd359bf1a760427a7d/AD_4nXdvEI_dYwpQmsRag9m3SISfGXJU9RT3MjwGXcGFCUIWE-AAjjz2PseDK8F17WnMAwpM9bwajfgsQUdeRyPi2d7NqyjdbXk42cMEoQXmMnPLKdp8kBnN6REJr2l4xIwwHbuxJ6nyNScx9XwEDN2eNP3yEdCO.png" width="1010"/></picture></figure><p>Rover uses subheadings, bullet points, tables, bolding, a table of contents, and other formatting tricks to make information easier to find and digest.</p><p>And even provides a video for people who prefer to get information that way.</p><figure class="easyimage easyimage-side"><picture><img alt="video embedded into blog post" data-original="https://static.semrush.com/blog/uploads/media/cb/9c/cb9cf11a57981d442992de71095020fe/68aa0b228935b431b7b368b5955bde01/original.jpeg" height="1424" loading="lazy" src="https://static.semrush.com/blog/uploads/media/cb/9c/cb9cf11a57981d442992de71095020fe/68aa0b228935b431b7b368b5955bde01/AD_4nXeHzYpPISaONMI9edQun-5fy-ma2J6YCUqG2YfGujYmEReMr3EOxzeT9tD5OfE7LJ6yag03bKkn0jwxFOJIjJvXkEqm4-N_vIaLhgnbOPQbwtsfSvD1BZEb8tYcvuObpY2w6ALCLBsWSs7TV55g6GUQyWA.jpeg" width="1010"/></picture></figure><h3 id="use-keywords-strategically">Use Keywords Strategically</h3><p>Including keywords on your page can help it rank higher. But <a href="https://www.semrush.com/blog/keyword-stuffing/" style="text-decoration:none">keyword stuffing</a> (using keywords unnaturally) can do more harm than good. </p><p>Here are some tips to help you get the balance right:</p><ul> <li style="list-style-type:disc">Only include keywords where they read naturally</li> <li style="list-style-type:disc">Convert keywords into their correct grammatical forms (e.g., “Pedigree for small dogs” not “pedigree small dog”)</li> <li style="list-style-type:disc">Use your primary keyword in the: <ul> <li style="list-style-type:circle">Body content—particularly the first paragraph</li> <li style="list-style-type:circle"><a href="https://www.semrush.com/blog/title-tag/" style="text-decoration:none">Title tag</a>: The page title that can appear in search results</li> <li style="list-style-type:circle"><a href="https://www.semrush.com/blog/h1-tag/" style="text-decoration:none">H1 tag</a>: The on-page title, which should be similar or identical to the title tag</li> <li style="list-style-type:circle"><a href="https://www.semrush.com/blog/meta-description/" style="text-decoration:none">Meta description</a>: The page summary that can appear in search results</li> <li style="list-style-type:circle"><a href="https://www.semrush.com/blog/what-is-a-url-slug/" style="text-decoration:none">URL slug</a>: The unique part of the webpage address</li> </ul> </li> <li style="list-style-type:disc">Use other (secondary) keywords within the body content and subheading tags where relevant</li></ul><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>You can see how your top-ranking competitors use keywords with the </em><a href="https://www.semrush.com/seo-content-template/"><em>SEO Content Template</em></a><em> tool.</em><br/> </p><p><img alt="seo content template tool" src="https://static.semrush.com/blog/uploads/media/db/f6/dbf6e1dd08279de871abff2b9f113506/1d30cd5c20cb26d0dcef576928ae84f1/AD_4nXeDhrBsi9qlCNtSP5oXxYzPwc_XDVbBXE4XE6q73pEyt5n08Vjf0mj600Js3VpqRBjPRBLURu_FBN5xrxZwQJuaXZdR3AZjt0q-h757Vqs8sCo2ti06ZqNcN6B21pljcXpEAczfi407exJ1IKg_JK_ree9f.png" loading="lazy" width="1010" height="1067"/></p></div></aside><p>You can also use keywords strategically when linking to your page.</p><p>Search engines use the text used for links (<a href="https://www.semrush.com/blog/anchor-text/" style="text-decoration:none">anchor text</a>) to understand what linked pages are about. This means that keyword-rich anchor text can help Google understand which pages should rank for which keywords. </p><p>For example, you might build an <a href="https://www.semrush.com/blog/internal-links/" style="text-decoration:none">internal link</a> from “/dog-food/” to “/dog-food/pedigree/” using the anchor text “Pedigree dog food.” So it’s clear which page is the most relevant result for this term.</p><h3 id="prioritize-keywords-with-existing-rankings">Prioritize Keywords with Existing Rankings</h3><p>Generally, it’s a good idea to optimize existing content before creating content from scratch.</p><p>Why?</p><ul> <li style="list-style-type:disc">It tends to be quicker and easier</li> <li style="list-style-type:disc">You may have existing rankings to build upon</li> <li style="list-style-type:disc">The presence of poor-quality content can harm your site’s reputation and rankings</li> <li style="list-style-type:disc">Existing content is likely to be most relevant and important to your business</li></ul><p>If you need help prioritizing pages and tasks, use Semrush’s <a href="https://www.semrush.com/on-page-seo-checker/" style="text-decoration:none">On Page SEO Checker</a>.</p><p>You set the target keyword(s) for each URL, and the tool provides:</p><ul> <li style="list-style-type:disc">Optimization ideas based on best practices and top-ranking pages</li> <li style="list-style-type:disc">Priority ratings based on the number of ideas, keyword search volumes, and keyword difficulty scores</li></ul><figure class="easyimage easyimage-side"><picture><img alt="on page seo ideas by priority" data-original="https://static.semrush.com/blog/uploads/media/ca/c1/cac1cf2765e358dd4708fc8bb3d595c0/58c4fae4b2fb632e3f96321aaf1f7570/original.png" height="777" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ca/c1/cac1cf2765e358dd4708fc8bb3d595c0/58c4fae4b2fb632e3f96321aaf1f7570/AD_4nXff2kRAiRnP6r7kYGkYIODSu6ZwuPAiNyv3QPR_LsNbsKkVW_Xi9zTuDJddcGdwuV2PnRmyC-8bN1Eb1Qm9WdK2ou8r1b0FG9HF-1J2yW8UfSRDAwCL7OE46rsOsLP_wLTD18pWkOfe-3Cs8TVHYPz1vjhU.png" width="1010"/></picture></figure><div></div><h2 id="advanced-keyword-research-tips">Advanced Keyword Research Tips</h2><p>Feeling confident with what you’ve learned so far? Check out these advanced keyword research tips:</p><h3 id="find-and-use-semantic-keywords">Find and Use Semantic Keywords</h3><p><a href="https://www.semrush.com/blog/semantic-keywords/" style="text-decoration:none">Semantic keywords</a> are words and phrases that are conceptually related to a given topic.</p><p>They’re <strong>not</strong> terms that people use to search for a piece of content. They’re terms that search engines and users may expect to find within a given piece of content.</p><p>If they’re missing, it might suggest that your content is incomplete.</p><p>Let’s say you’re writing a dog feeding guide. This should probably include semantic keywords like:</p><ul> <li style="list-style-type:disc">Healthy weight</li> <li style="list-style-type:disc">Portion size</li> <li style="list-style-type:disc">Senior dogs</li></ul><p>One of the best ways to find semantic keywords is with Semrush’s <a href="https://www.semrush.com/seo-content-template/" style="text-decoration:none">SEO Content Template</a>. </p><p>It identifies semantically related keywords by analyzing the top-ranking results for your target keywords.</p><p>For example, here are the suggestions for “how much food should I feed my dog”:</p><figure class="easyimage easyimage-side"><picture><img alt="list of key recommendations based on semantically related words, backlinks, readability, and text length" data-original="https://static.semrush.com/blog/uploads/media/5a/0b/5a0b00859c3b3e69d54f5e364f0c19da/49a4812ace488cd911ded3af1cd51ec3/original.png" height="730" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5a/0b/5a0b00859c3b3e69d54f5e364f0c19da/49a4812ace488cd911ded3af1cd51ec3/AD_4nXfUo1Dcl13Rpdas0svvEer5eIQvF1cz1TycAkzCidkH7BkTN3HeVk4mHkDlAxyq7inAEM5HQJo3lHjt3FdH2GlQ-LyC7TcKPdU4KyK3yF5YatEF0eVbY7Xl8Kym12KSFIZ9C5_CntIm624W56pq_sU33VY.png" width="1010"/></picture></figure><h3 id="anticipate-keyword-trends">Anticipate Keyword Trends</h3><p>To get ahead of your competitors, try to anticipate upcoming keyword trends.</p><p>One of the best ways to do this is to use <a href="https://www.semrush.com/blog/google-trends/" style="text-decoration:none">Google Trends</a>. Because it tells you which search terms are gaining popularity.</p><p>For example, let’s explore the topic of “dog food” over the past 30 days.</p><figure class="easyimage easyimage-side"><picture><img alt="google trend search for dog food" data-original="https://static.semrush.com/blog/uploads/media/f1/23/f123d9bdaa94bcc7f4c202fbbb42a52b/39425759437c0febb658f56ac1e17675/original.png" height="1075" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f1/23/f123d9bdaa94bcc7f4c202fbbb42a52b/39425759437c0febb658f56ac1e17675/AD_4nXf_UX7Y27xi6d3FIS-a2xesAHyd2CDQS-u-Ir3sAkeBLiArIHfaznjaHs6PQQbD7kYeN7Gr668LaHUKqNHiszhX9LgkrjA1jMNQlM3xUBhMcJMmnmzrQafCbwPHbTr5kwGyFAfIZgw62fQixRTe266e0CQL.png" width="1010"/></picture></figure><p>In the “Related queries” section, we can see keywords with “the biggest increase in search frequency since the last time period.”</p><p>The percentage increase is listed on the right. (“Breakout” means that it was over 5,000%.)</p><figure class="easyimage easyimage-side"><picture><img alt="related queries widget" data-original="https://static.semrush.com/blog/uploads/media/a5/cf/a5cf257381af814eabf93ae109f441a4/c239e1c8df771abbbb71c602fc0b5ef1/original.png" height="1488" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a5/cf/a5cf257381af814eabf93ae109f441a4/c239e1c8df771abbbb71c602fc0b5ef1/AD_4nXf4Z0u9bsl7VByA8tofkTu2J4sMzRM_XucMj_WWRdVSqGSi-3Ouen9UL2PM-xNmFeCJcTX88VEelgzBj1NEgUHZEAw8VK7-XqOgav6fE84gkAzxI8Zox2KYmvaJZMi0XqN7qJTXlfzytQb1BZ7w953MmJrg.png" width="1010"/></picture></figure><p>By quickly creating content around these keywords, you can gain valuable rankings. Before your competitors even realize the terms are popular.</p><p>You can also anticipate keyword trends by:</p><ul> <li style="list-style-type:disc">Keeping up with industry news</li> <li style="list-style-type:disc">Seeing what relevant communities talk about on social media</li> <li style="list-style-type:disc">Speaking to or surveying your customers</li></ul><h2 id="keyword-research-tools">Keyword Research Tools</h2><p>We’ve already shared some options, but let’s look at some of the best and most popular tools for SEO keyword research:</p><h3 id="semrush-keyword-research-tools">Semrush Keyword Research Tools</h3><p>Here’s a quick summary of Semrush’s <a href="https://www.semrush.com/features/keyword-research-toolkit/" style="text-decoration:none">SEO keyword research tools</a> (many of which we’ve discussed in this guide):</p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none"><strong>Keyword Overview</strong></a>: Gather metrics for up to 100 keywords at once</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/organic/" style="text-decoration:none"><strong>Organic Research</strong></a>: Enter a domain or URL to see what keywords it ranks for </li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none"><strong>Keyword Magic Tool</strong></a>: Use a seed keyword to search our huge keyword database</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/keywordgap/" style="text-decoration:none"><strong>Keyword Gap</strong></a>: Compare your keyword rankings against competitors’</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/keywordmanager/" style="text-decoration:none"><strong>Keyword Strategy Builder</strong></a>: Plan effective topic clusters to target your keywords </li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/organic/" style="text-decoration:none"><strong>Organic Traffic Insights</strong></a>: Combine keyword data from Google Analytics, GSC, and Semrush</li></ul><p><a href="https://www.semrush.com/signup/" style="text-decoration:none">Create a free Semrush account</a> (no credit card needed) to try them out right away. You’ll also get access to other SEO tools.</p><h3 id="serp-gap-analyzer">SERP Gap Analyzer</h3><p>Use the <a href="https://www.semrush.com/apps/serp-gap-analyzer/" style="text-decoration:none">SERP Gap Analyzer</a> app to find keywords competitors rank highly for with weak content. Which reveals great opportunities to get ahead.</p><p>All you have to do is enter your domain and a relevant topic. Then, wait for the app to create your report.</p><p>You’ll see a variety of keyword suggestions and a difficulty rating for each:</p><figure class="easyimage easyimage-side"><picture><img alt="serp gap analyzer tool" data-original="https://static.semrush.com/blog/uploads/media/6d/22/6d2299eb9ca7e8699a6149477144e800/2232113145a0d188341e453355b2c354/original.png" height="923" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6d/22/6d2299eb9ca7e8699a6149477144e800/2232113145a0d188341e453355b2c354/AD_4nXcwrbtp1EMz5YjdBr9mZRUNMPCE3mwQvhJeogNVw0l-3I8Pj2vnZ0icU1Euk1CdxIcwT96qebcQzWRLMbSmCRjzFMDalZhxuOJMiYSqs3f49jOg6lqA4YCHrptWXp1tWYb0v0MW5c8lBkI_v8SzVaC0ugo8.png" width="1010"/></picture></figure><p>Click “<strong>View details</strong>” to see weaknesses in the top-ranking content. </p><p>This gives you a good idea of what you must do to outrank your competitors.</p><figure class="easyimage easyimage-side"><picture><img alt="view details dropdown highlighted" data-original="https://static.semrush.com/blog/uploads/media/b0/05/b0054819c987b2b9abe5e207fbb92286/0c205f74d30e57acd716e73b9eb84c92/original.png" height="782" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b0/05/b0054819c987b2b9abe5e207fbb92286/0c205f74d30e57acd716e73b9eb84c92/AD_4nXdhBscWlBtiY5YvYKr_xQlalfNq4rcDhl-G1sQgvIkoDs2p-ewAjg42MJKtDwVr4TqfI1vbrefGTwlqBL64Shqb3MSexnuvnb5wqnSAl1HXmovkhec3W8P8oYF_Ru0eoVLF3VpWQtc6fPHEgd9RHg8I4hs.png" width="1010"/></picture></figure><p>You can then click “<strong>Generate Content</strong>” to get an AI-generated title, content brief, article, or meta description for your keyword.</p><figure class="easyimage easyimage-side"><picture><img alt="generate content button highlighted" data-original="https://static.semrush.com/blog/uploads/media/86/aa/86aa3eddad5a85b9aa1843ad7e1cbbda/42492a79e6f23952f05947575987d1ac/original.png" height="737" loading="lazy" src="https://static.semrush.com/blog/uploads/media/86/aa/86aa3eddad5a85b9aa1843ad7e1cbbda/42492a79e6f23952f05947575987d1ac/AD_4nXebCW6kuoXtm0vd6m_NUffa-vOIm8Mz6Z-5yZGwDbFFUWw_i6LO_ECM5z2mzHRaIaX_rvPsmAQteE6MpIWkAjMEABmchxRDjppQWW5xYxhv_2sZs86dDFvSZoQ4qfaDzggE6-Lsv-Jp9RqCNzx6Fd6yH6Qx.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Check out other </em><a href="https://www.semrush.com/apps/collection/keyword-research/"><em>keyword research apps</em></a><em> and </em><a href="https://www.semrush.com/apps/collection/content-creation/"><em>content creation apps</em></a><em> in the Semrush App Center.</em></p></div></aside><h3 id="google-search-console">Google Search Console</h3><p><a href="https://www.semrush.com/blog/google-search-console/" style="text-decoration:none">Google Search Console (GSC)</a> shows up to 1,000 of the most popular keywords your site ranks for.</p><p>After <a href="https://search.google.com/search-console/" style="text-decoration:none">signing in</a>, go to “<strong>Performance</strong>” > “<strong>Search results</strong>.” And check all the boxes at the top.</p><figure class="easyimage easyimage-side"><picture><img alt="search results report highlighted" data-original="https://static.semrush.com/blog/uploads/media/eb/95/eb95085073da16bfa9cef84aa2297d1d/3d07978558934205056e3073aabdbf95/original.png" height="720" loading="lazy" src="https://static.semrush.com/blog/uploads/media/eb/95/eb95085073da16bfa9cef84aa2297d1d/3d07978558934205056e3073aabdbf95/AD_4nXek0ykf9N-HUV5W0uWBPhLyEps8MLEZsL7D9u_Y4--jNRAS2p-Ne3EdYrKm-26q56B1dWGtQiXsgtLCNF1fPRTvCggxkNuL4WyNu7uVHmeOkVUIDxxPO9gp6jG_yAWHH-gI8z5sPfdGfUUYrVwsqXjXEujT.png" width="1010"/></picture></figure><p>Then, scroll down to the “Queries” table.</p><p>In addition to the keywords, you’ll see the following metrics for your selected date range:</p><ul> <li style="list-style-type:disc"><strong>Clicks</strong>: The number of clicks your result was clicked</li> <li style="list-style-type:disc"><strong>Impressions</strong>: The number of times your search result was seen</li> <li style="list-style-type:disc"><strong>CTR</strong>: The click-through rate, which is the percentage of impressions that generate clicks</li> <li style="list-style-type:disc"><strong>Position</strong>: The average ranking of your highest result for each query</li></ul><figure class="easyimage easyimage-side"><picture><img alt="queries list shows keywords and data for each" data-original="https://static.semrush.com/blog/uploads/media/4a/e2/4ae29d83df2d332f9d83f1673882fdc7/ec089ab69c4759792f6802daf94105a9/original.png" height="1029" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4a/e2/4ae29d83df2d332f9d83f1673882fdc7/ec089ab69c4759792f6802daf94105a9/AD_4nXdJgfuC2tIgF9yX4ipQsMq-YkzaR_eKEqVE1Nq1WRXgdEUretsa5shjYA5yNAp7yHANJQmjhDsHcwCklRQYzVsLLEVt2D7Fqy7S4XYYkXpn708x3CbQ-urH2VcOIcXZNzusmnskdBsgVdFiTUmAVkhGiGU.png" width="1010"/></picture></figure><p><a href="https://www.semrush.com/kb/857-google-analytics-and-search-console" style="text-decoration:none">Integrate GSC with your Semrush account</a> (along with Google Analytics) to get valuable keyword insights in one place.</p><h3 id="google-keyword-planner">Google Keyword Planner</h3><p><a href="https://ads.google.com/home/tools/keyword-planner/" style="text-decoration:none">Google Keyword Planner</a> had long been a go-to free keyword research tool for many marketers. But it’s become increasingly difficult to get exact search volume data in the tool.</p><p>Still, it can be a valuable tool if you’re on a tight budget.</p><figure class="easyimage easyimage-side"><picture><img alt="google keyword planner tool" data-original="https://static.semrush.com/blog/uploads/media/9e/0a/9e0ac4cd57b938810ba6eb5d73945ee4/b135050c49fe46276b1d150ea556a360/original.png" height="886" loading="lazy" src="https://static.semrush.com/blog/uploads/media/9e/0a/9e0ac4cd57b938810ba6eb5d73945ee4/b135050c49fe46276b1d150ea556a360/AD_4nXc29HLnDR6_uE8U9JilY859cix95memRjF0kE67t7lg0N8H2CTnbhzpfulBsA4yKoPQI6xu3Qu8zaaYpQ4YrXsEtVa_syFgk9K6kg-B32C5q1NZyWCrb3ErTNiTLozoUvnLNLSjehR-jqTOWvrPuanyadof.png" width="1010"/></picture></figure><p>Just keep in mind that Keyword Planner is made for <a href="https://www.semrush.com/blog/google-advertising/" style="text-decoration:none">Google Ads</a> users. It doesn’t provide any information about organic ranking difficulty, search intent, etc.</p><h3 id="google-trends">Google Trends</h3><p>Although not exactly a keyword research tool, <a href="https://trends.google.com/trends/" style="text-decoration:none">Google Trends can be very useful</a> when it comes to:</p><ul> <li style="list-style-type:disc">Finding trending topics</li> <li style="list-style-type:disc">Comparing the popularity of two or more products/services</li> <li style="list-style-type:disc">Estimating the long-term popularity of a keyword or topic</li></ul><figure class="easyimage easyimage-side"><picture><img alt="dry dog food vs wet dog food in google trends shows dry dog food is consistently searched more than wet dog food" data-original="https://static.semrush.com/blog/uploads/media/c3/22/c32280c78ac3736ca0931c3f737a55bf/ed3f5a11deffe727015a40ca96eca99c/original.png" height="1162" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c3/22/c32280c78ac3736ca0931c3f737a55bf/ed3f5a11deffe727015a40ca96eca99c/AD_4nXegeRIFlZvtXkICthnx4wPFd_pCnWwbvTvgTRp_CGtpu28TU-rPLXJ0he8_9tmzK25StYNTzvrqNehy5hACUQHk0aOtU0ZIE2_SlzSLazssVJ2orTFONeEIsdqr1QqXNKVXylCLwQKwxjyisZnru_4Eq4sa.png" width="1010"/></picture></figure><h2 id="track-your-keyword-rankings-and-keep-improving">Track Your Keyword Rankings and Keep Improving</h2><p>One of the best ways to measure the success of your keyword research and optimization strategy is to <a href="https://www.semrush.com/blog/google-keyword-ranking/" style="text-decoration:none">track your Google rankings</a>.</p><p>Semrush’s <a href="https://www.semrush.com/position-tracking/" style="text-decoration:none">Position Tracking</a> tool makes it easy to see how things are going.</p><p>Just import your keywords from <a href="https://www.semrush.com/analytics/keywordmanager/" style="text-decoration:none">Keyword Strategy Builder</a> (or elsewhere). </p><p>Then, watch how your overall visibility and individual rankings change over time.</p><figure class="easyimage easyimage-side"><picture><img alt="semrush position tracking tool shows visibility graph and rankings overview report" data-original="https://static.semrush.com/blog/uploads/media/15/24/152463bb3f3dd0ac8133c3cc1473e855/4a7075c13f1b470a13ef3b83341300a8/original.png" height="1202" loading="lazy" src="https://static.semrush.com/blog/uploads/media/15/24/152463bb3f3dd0ac8133c3cc1473e855/4a7075c13f1b470a13ef3b83341300a8/AD_4nXcLBSq2P6KMRUFKXNi6YoxJ1ZoQouWTKqDnotf1C3FY6KNQrKOjFokhZveQVMhoW8GEkvFoY_1j5p_cjUg8J0x2cVZCBK8HiXt_zV4xZlEob0gZyRSI4I-ND_1feIusvrr-sh0acoMSXuTeS4LmvwNEFopc.png" width="1010"/></picture></figure><p>Don’t forget to keep adding new keywords as you target them.</p><p>We recommend that you conduct keyword research every few months at a minimum. So you can capitalize on new ranking opportunities and keep growing your traffic.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-research%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-research%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Keyword+Research+for+SEO%3A+What+It+Is+%26+How+to+Do+It%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-research%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=Keyword Research for SEO: What It Is & How to Do It%0D%0Ahttps://www.semrush.com/blog/keyword-research/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":9305,"status":"published","url":"keyword-research","template":"article-base","title":"Keyword Research for SEO: What It Is \u0026 How to Do It","preview":"Keyword research is the process of finding \u0026 analyzing what relevant audiences search for in search engines.","previewImage":"https://static.semrush.com/blog/uploads/media/da/2b/da2b92ee1209fb68df1a577820547b66/the-ultimate-keyword-research-guide-for-seo.svg","socialImage":"https://static.semrush.com/blog/uploads/media/eb/df/ebdf4a343b8188c665d100c56a4cc07a/bc018852e46fac9130abcb45342f13ed/keyword-research-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/da/2b/da2b92ee1209fb68df1a577820547b66/extra.png","altPreviewImage":"Keyword Research for SEO","altSocialImage":"Keyword Research","hidePreviewImage":0,"publishedAt":1709117640000,"editedAt":1719309300000,"metaTitle":"Keyword Research for SEO: What It Is \u0026 How to Do It","metaDescription":"Keyword research is the process of finding \u0026 analyzing what relevant audiences search for in search engines.","schemaOrg":"{}","author":{"id":203873905,"alias":"","name":"Rachel Handley","photo":"https://static.semrush.com/blog/uploads/user/59/18/5918234af2275cd23b52d3892021ac4b/rachel_handley_headshot.jpg","photoMask":"flower","company":"Semrush","position":"Senior Content Writer","bio":"Rachel has been a digital marketer for over 12 years. Having worked both in-house and agency-side, she has a wide range of experiences to draw on in her writing. She specializes in creating beginner-friendly articles on topics including keyword research, on-page SEO, and content creation.","socials":{"webSite":"https://www.semrush.com/","twitter":"https://twitter.com/rh_copywriter","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/rachelhandleycopywriter/"},"isPublic":true,"expertise":["content writing","content strategy","keyword research","on-page seo"],"education":[{"establishment":"Newcastle University","degree":"BA in Linguistics","link":"https://www.ncl.ac.uk/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":34145,"enabled":false,"value":[]}},"critical":{"article-content":{"id":34145,"content":"\u003ch2\u003eWhat Is Keyword Research?\u003c/h2\u003e\u003cp\u003eKeyword research is the process of finding and analyzing what relevant audiences search for in search engines like Google. So you can create content that’s more likely to rank highly in search results.\u003c/p\u003e\u003cp\u003eIt’s a crucial part of any \u003ca href=\"https://www.semrush.com/blog/what-is-seo/\" style=\"text-decoration:none\"\u003esearch engine optimization\u003c/a\u003e (SEO) strategy. And a helpful step to take whenever you’re planning new content.\u003c/p\u003e\u003cp\u003eFor example, a pet retailer might conduct keyword research with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e. And find that:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eThousands of people per month search “how much food should i feed my dog”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eRanking for “royal canin dog food” is harder than ranking for “royal canin cat food”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMost people searching “best python books” want books about coding—not snakes\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThis kind of information can help you spend business resources more effectively. And ultimately get more \u003ca href=\"https://www.semrush.com/blog/organic-traffic/\" style=\"text-decoration:none\"\u003eorganic traffic\u003c/a\u003e (unpaid visits from search engines).\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmagic/\" show_input=\"false\" header=\"Perform Keyword Research\" text=\"with the Keyword Magic Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003eWhy Is Keyword Research Important for SEO?\u003c/h2\u003e\u003cp\u003eKeyword research is important for SEO because it tells you what relevant audiences are looking for and helps you prioritize ranking opportunities.\u003c/p\u003e\u003cp\u003eBy creating content that satisfies target users’ needs, you can earn organic rankings in search results. Just like the ones below. And get more valuable traffic to your site.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='search results page for \"dog food\" keyword' data-original=\"https://static.semrush.com/blog/uploads/media/87/03/870389a17f6cc3bb14873c09a4d7c6d3/6db6f92016218eb02837022dcf1fbd11/original.jpeg\" height=\"1418\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/87/03/870389a17f6cc3bb14873c09a4d7c6d3/6db6f92016218eb02837022dcf1fbd11/AD_4nXeTEyjsRKBNO34zmX3mU4eX5xBT6OXW7FD_Mal4i4_5hSRilrKqZAx8A_iDUHXXR41d2KgQo92xxle3YE8PFYg7R5d_Nadp3jVwGJM_wWUj6TyOp6hsLUIgUblFS2y2wA03tCYlsxObxc1UVsJXb7MZcY-Y.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003ePlus, using \u003ca href=\"https://www.semrush.com/blog/what-are-keywords/\" style=\"text-decoration:none\"\u003ekeywords\u003c/a\u003e on your page can help it rank higher in \u003ca href=\"https://www.semrush.com/blog/serp/\" style=\"text-decoration:none\"\u003esearch engine results pages\u003c/a\u003e (SERPs).\u003c/p\u003e\u003cp\u003eGoogle \u003ca href=\"https://www.google.com/intl/en_uk/search/howsearchworks/how-search-works/ranking-results/#relevance\" style=\"text-decoration:none\"\u003esays content relevance\u003c/a\u003e is one of the most important factors when ranking search results. Adding, “The most basic signal that information is relevant is when content contains the same keywords as [the] search query.”\u003c/p\u003e\u003cp\u003eThis means it’s helpful to know the exact wording that searchers use.\u003c/p\u003e\u003ch2\u003eHow to Find Keywords\u003c/h2\u003e\u003cp\u003eIn this section, you’ll learn how to find SEO keywords that are relevant to your site.\u003c/p\u003e\u003cp\u003eAfter that, we’ll explain how to analyze and prioritize the keywords you find.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eThe time it takes to \u003c/em\u003e\u003cem\u003edo keyword research for SEO\u003c/em\u003e\u003cem\u003e depends on the size of your niche, the scope of your business, and how thorough you want to be.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eCheck Your Existing Rankings\u003c/h3\u003e\u003cp\u003eIf you have a website, it might already appear for some relevant keywords. Meaning you have existing rankings to build upon.\u003c/p\u003e\u003cp\u003eOne of the quickest ways to find out is with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/organic/\" style=\"text-decoration:none\"\u003eOrganic Research\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eEnter your domain, choose your target location, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search for chewy.com in organic research tool\" data-original=\"https://static.semrush.com/blog/uploads/media/46/a4/46a460f359874c4b97a8021f2b1d8117/1672a67a04bd5c65cf7ab50e4bdc6047/original.png\" height=\"556\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/46/a4/46a460f359874c4b97a8021f2b1d8117/1672a67a04bd5c65cf7ab50e4bdc6047/AD_4nXd1gLGCgZFseFpAKLSi5VRqFq2cgKAOtUDGF_NL3jSWa_JA3iGFvj1wyDeU0-upDUxfcTYBZWYs7i3iY3tTrBDT1BJtjS0NEFCrcQsjRFCj49qej_RT8PH3rzOw6pMbQ2fnDx3yfpC_wrBfJdKo6uHwOO4p.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, go to the “\u003cstrong\u003ePositions\u003c/strong\u003e” report.\u003c/p\u003e\u003cp\u003eThe table shows keywords you rank for and the highest position you rank in (as of the date at the top.)\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword and position columns in organic research tool\" data-original=\"https://static.semrush.com/blog/uploads/media/41/af/41af01eacc8de53bea4c1fece5ee902b/79ee826d818a2bb225217e62ece645f5/original.png\" height=\"906\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/41/af/41af01eacc8de53bea4c1fece5ee902b/79ee826d818a2bb225217e62ece645f5/AD_4nXcf4fQHm2vld1UL6D9yU3sZVL1G1cF5ODmSoDiHVXcBGVjn3Wjql3vgtzsCrgpj6damxbPCv4Lz2RAp5w1NAsD111uwlQnxadbqF4U6-WpB64wXsoqRdj8_73ndfv_mzF839Vx2-PZQexUeKPw5JY4kWt9p.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you see an icon in the “Position” column, it means your site appears in a non-standard search result known as a \u003ca href=\"https://www.semrush.com/blog/serp-features-guide/\" style=\"text-decoration:none\"\u003eSERP feature\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eFor example, the crown icon means that you own the \u003ca href=\"https://www.semrush.com/blog/featured-snippets/\" style=\"text-decoration:none\"\u003efeatured snippet\u003c/a\u003e (the instant answer that typically appears at the top of the SERP).\u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='featured snippet for \"can cats eat dog food\" at top of serp' data-original=\"https://static.semrush.com/blog/uploads/media/d6/7c/d67c3f70889ee804c134d9a43cdec99f/eb9828b86a1b29c0a1358f4bb9963bf2/original.jpeg\" height=\"958\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d6/7c/d67c3f70889ee804c134d9a43cdec99f/eb9828b86a1b29c0a1358f4bb9963bf2/AD_4nXdPfttOOXWfSWer94rMhvaBLdg4LmlEjKABe3bZE4JOfZXs4UeeeThnansC7LiC0MOr4rOYNX-itRavGyTiCXnonJy5mJd97KYG5MNCDYxBBpbXn982QVtEKhLhHlFZLvZJ3bm27k6jqB6BbEM1BnG6IWc.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eOrganic Research will only show keywords if you rank in a top-100 organic position or SERP feature. And if the keyword appears in our database (which is the biggest on the U.S. market).\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eLater, we’ll explain how to identify the best opportunities to improve your rankings. \u003c/p\u003e\u003cp\u003eFor now, let’s learn how to find relevant keywords you aren’t ranking for yet.\u003c/p\u003e\u003ch3\u003eSearch a Keyword Database\u003c/h3\u003e\u003cp\u003eThe most common way to conduct keyword research is to search a keyword database.\u003c/p\u003e\u003cp\u003eSemrush’s keyword database is the biggest on the market—it contains over 25.7 billion keywords. And you can easily search it with the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eJust enter a seed keyword (a term to base your search around) and your domain.\u003c/p\u003e\u003cp\u003eThen, choose your target location and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search for dog food with chewy domain\" data-original=\"https://static.semrush.com/blog/uploads/media/a3/39/a339240720c0e84df310b7f12e29fa92/5295e3b45d98111e9aaa6af5079111a8/original.png\" height=\"628\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a3/39/a339240720c0e84df310b7f12e29fa92/5295e3b45d98111e9aaa6af5079111a8/AD_4nXfdMLOJfWsXzwpmnMwLMeb6t3ZDGUXgKCcbl9qDuNlY2O289IT4xZunilP2RxYxwYYKXmnxiWVFKxFdQt9IuM-7b_g0j-KY5uwRm6GT3qUo5J4oK96-yoWf0IfalDsx4-yWhR5nv7mMzLwPYDkNzQenyYnP.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can view five types of results: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAll Keywords\u003c/strong\u003e: Broad match, phrase match, exact match, and related keywords\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBroad Match\u003c/strong\u003e: Keywords that contain any variation of your seed term with the words in any order\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePhrase Match\u003c/strong\u003e: Keywords that contain your exact seed term with the words in any order\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eExact Match\u003c/strong\u003e: Keywords that contain your exact seed term with the words in the specified order\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRelated\u003c/strong\u003e: Keywords that generate similar search engine results to your seed keyword\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eGenerally, it’s best to stick with “Broad Match.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword filters highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/f3/98/f398693d113537ceb207f48b6b361f8e/c6d41cc1f848fe3c88d650520d0c8aa0/original.png\" height=\"905\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f3/98/f398693d113537ceb207f48b6b361f8e/c6d41cc1f848fe3c88d650520d0c8aa0/AD_4nXeGozYwiNWNAi6bpPIvet2qrLvNIHrDZtt4iICc_ZdI7M5R6YkPuVmygFLRqE-xyAzPAaWqiPpK5HoEBAwm3ASYU7lJDV9iIEU1ThU6eezUrRCt69wCyK84cwNJNYxeA6DbdYRGu9Kj4XZBJv7aeceAzTo.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTo filter your results further, include or exclude particular terms. Using the “\u003cstrong\u003eInclude keywords\u003c/strong\u003e” and “\u003cstrong\u003eExclude keywords\u003c/strong\u003e” filters.\u003c/p\u003e\u003cp\u003eFor example, our pet retailer might focus on “dog food” keywords that include “raw” or “natural.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"include keywords filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/f6/4c/f64c2013684a4af32f0a03ce642bc4f4/b915d91d9147118ed708fbcae0913cbb/original.png\" height=\"898\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f6/4c/f64c2013684a4af32f0a03ce642bc4f4/b915d91d9147118ed708fbcae0913cbb/AD_4nXfqHBG8KdruA0_lHCvsb6y7aS-QdC_MlIsL6N7pEvdr7FZnO2FuUuKex2q-uN-t8gMIrmJUM5Q0tKLIp9nYmj_k9hEkycc_6flPMcSSI0Vic6MUdLAIZyUDx439ctjzD2BIqacid2cSJpNbco6eNFMnjumZ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd hide keywords including brand names they don’t stock, like “royal canin.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"exclude keywords filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/e6/a0/e6a0d7f91087a1303299e409f1dccef6/e4e8a9abd0eb4f0c17eafbf66cbc9162/original.png\" height=\"777\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e6/a0/e6a0d7f91087a1303299e409f1dccef6/e4e8a9abd0eb4f0c17eafbf66cbc9162/AD_4nXdnQWB_0yppKmmBm1UfBvy7_lygqwLuJj77sE93OBfGvCxhPQFAtTfCx6UUUoOllFO_fCnoESi1bb9e01LPSDhLPHdSmX5hXCx8BFDDqxWCCAuZ9DpUb5uZ5Yd2yGpPcwTU5Eu8BgRH9OEbXxZ_3Lu7B_wW.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you need inspiration, the list in the left-hand column shows the most common keyword modifiers. And you can filter them in or out by clicking the eye icons. \u003c/p\u003e\u003cp\u003eThe Keyword Magic Tool also has a dedicated filter for \u003ca href=\"https://www.semrush.com/blog/question-keywords/\" style=\"text-decoration:none\"\u003equestion keywords\u003c/a\u003e. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"questions filter highlighted with keyword subcategory filters\" data-original=\"https://static.semrush.com/blog/uploads/media/e1/1b/e11b490fe762bb31b9194fb164c04e09/3e81a0e1e2172c64376c577e52d7e53d/original.png\" height=\"1014\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e1/1b/e11b490fe762bb31b9194fb164c04e09/3e81a0e1e2172c64376c577e52d7e53d/AD_4nXe76vm7Gjui3fmlkwC8BVVCxxdZdzyFJyU-A_rXaYlvMKTNq21gL4BncIvNSw5HU5L6eLnrphOLkipkkd9lfzf-82yoIqe_1BT387wYSFxhPPpCPjFdtYdI6pgUSENL0EJkgs7DF6_vB33GZ_c5mvEbsGtU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eLater, we’ll explain how to make use of all the keyword metrics you can see.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eSome people use \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/google-keyword-planner/\"\u003e\u003cem\u003eGoogle Keyword Planner\u003c/em\u003e\u003c/a\u003e\u003cem\u003e as a free alternative to Keyword Magic Tool. But it’s primarily designed for \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/ppc-keyword-research/\"\u003e\u003cem\u003ePPC (pay-per-click) keyword research\u003c/em\u003e\u003c/a\u003e\u003cem\u003e. You won’t get as many useful insights, metrics, and filters that are relevant to SEO.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmagic/\" show_input=\"false\" header=\"Perform Keyword Research\" text=\"with the Keyword Magic Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eConduct a Keyword Gap Analysis\u003c/h3\u003e\u003cp\u003eA \u003ca href=\"https://www.semrush.com/blog/keyword-gap-analysis/\" style=\"text-decoration:none\"\u003ekeyword gap analysis\u003c/a\u003e reveals keywords that competitors rank for but you don’t. It’s an effective way to find relevant keywords you’re missing out on.\u003c/p\u003e\u003cp\u003eAnd you can try it for free with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordgap/\" style=\"text-decoration:none\"\u003eKeyword Gap\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eJust enter your domain and up to four competitors’ domains. (You can type in your competitors manually or pick the organic competitors the tool suggests.)\u003c/p\u003e\u003cp\u003eThen, choose your location and click “\u003cstrong\u003eCompare\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword gap competitors autocomplete highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/b2/09/b2098579ff9dc5d91e2ef8bf0b2f829e/1b81fe798e9dddb9a79f776d9cd23c0f/original.png\" height=\"871\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b2/09/b2098579ff9dc5d91e2ef8bf0b2f829e/1b81fe798e9dddb9a79f776d9cd23c0f/AD_4nXdJh2FJPXdaCzhIEqi9JEqP2VXbYLzBPA2wXT8jV3Tb7E1LChnQqqdLw5fru1HdsVdR_sDlZql98kJO2mbOQqUtx9HTxnM4ou5qX-TNwpwx0ohdz_iuibwf26K79Vft1NDA7rk_-G3SjRlgF2FW3tOtIqEB.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eScroll down to the keywords table and select “\u003cstrong\u003eMissing\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eThis shows you keywords that \u003cstrong\u003eall \u003c/strong\u003ecompetitors rank for but you don’t. So, they should be highly relevant.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"missing filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/17/ba/17ba80161a57a0ba34dff48137814bbc/399c851a37794b1ed9c31d800647deec/original.png\" height=\"866\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/17/ba/17ba80161a57a0ba34dff48137814bbc/399c851a37794b1ed9c31d800647deec/AD_4nXdU1AezjM3WIlQK4_FrBHDL1PsAF_gtSxqX_vj7ZbRDOkrt5_bj98qtrZryKLjosMIktYxJJo3RA6H26bw87MAAbMH2hNHsdo3LiaMNwWTxQuRFKPzPxyWun9BjDy3ozVi9JPMhrFTv19ghTuclZDfFN2f2.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTo see keywords that \u003cstrong\u003eat least one\u003c/strong\u003e competitor ranks for but you don’t, go to “\u003cstrong\u003eUntapped\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eThese might be less relevant, but you could find some hidden gems.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"untapped filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/29/bd/29bd0d634f3ddb93967521b9e29da74a/9c1e38c90dd3263d49e130c1d3ae95cd/original.png\" height=\"840\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/29/bd/29bd0d634f3ddb93967521b9e29da74a/9c1e38c90dd3263d49e130c1d3ae95cd/AD_4nXdiKi_eq9G7p5hSBvv7yU0s4HzO16cOn1GSpbfClq13Kbxc9T72z_pW-gLB4vOG5syDzpUm2PajQAMG2gsNwkSkGxHc1IRgPZUp-80ckZsKwgxYT55y7PycCvN-BsnU9XBppcmq9Tj4Wy_NVH3b6iNfrrp_.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordgap/\" show_input=\"false\" header=\"Compare Your Rankings with Competitors’\" text=\"with the Keyword Gap Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eLook at Search Suggestions in Search Engines\u003c/h3\u003e\u003cp\u003eYou can conduct basic keyword research by looking at search suggestions in search engines.\u003c/p\u003e\u003cp\u003eFor example, Google offers autocomplete predictions when you start typing. And you can use this as a way to identify popular queries in your niche.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"dog food autocomplete in google shows searches like recall, brands, recipes, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/e0/c9/e0c96fcdbe5d8449e8a741d210668d95/b889948a3b31bbcfc6d5403fc96644e5/original.png\" height=\"1002\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e0/c9/e0c96fcdbe5d8449e8a741d210668d95/b889948a3b31bbcfc6d5403fc96644e5/AD_4nXdK2TW0VGGxItTNPG3hH5FxR_lYk_5sCedB0jGk-kb8A7LrUEyRAMB3ei3U2J1706mFhuppir8bVDkWE6ftUYC3LP3QNDjwMsamZBKkOjVMQ7ku95_eHWVapAc3nmjC95UDIY0U6wgPcGBzb_nBqMKK0GrG.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also note down keywords that appear in the “Related searches” sections of relevant SERPs.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"related searches reveal terms like dry dog food, bag dog food, and dog food brands\" data-original=\"https://static.semrush.com/blog/uploads/media/50/69/50691ff33b99de5fb034333679e47d29/30a0cdeced2a9ff142c5a905fa585bff/original.png\" height=\"777\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/50/69/50691ff33b99de5fb034333679e47d29/30a0cdeced2a9ff142c5a905fa585bff/AD_4nXcgIA7kBYOgGY0bfl-l3XgE18dim8fMvGlCDTUUJr0Mljxvir73LXRyechKw1eT3CLySheYO6wWN_sVrm5Ly324y_PpjnEsqY_9-OmULbNAYcsqo3S_S1v4FTGb3rugoZRnEz6RbwwWeoHqcQJ-ZbWaEAtl.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd \u003ca href=\"https://www.semrush.com/blog/question-keywords/\" style=\"text-decoration:none\"\u003equestion keywords\u003c/a\u003e that appear in “People also ask” boxes.\u003c/p\u003e\u003cp\u003eLike this one:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"people also ask serp features shows searches like best food to feed a dog, what dog food do vets not recommend, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/a2/83/a283a71a6d70794f3693f2d293385cbc/9d4485db1900d39a185d4d12288d58fd/original.png\" height=\"664\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a2/83/a283a71a6d70794f3693f2d293385cbc/9d4485db1900d39a185d4d12288d58fd/AD_4nXcuwq2QlfubrHgzOuo922j9H5PK5VekHXXARpcJ01nfAEPy45quSj3goJrg64g9XifMchVfGcqZxAufWEDEtkehy2mMqA7CED13mXebguqba447itjtTXxlpEcLSdE3en5EQvBbj00jHTpp94L3pR33dqrb.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut this method is time-consuming and provides a limited number of results.\u003c/p\u003e\u003cp\u003ePlus, if you want to collect useful metrics, you’ll need to import your keywords to another tool.\u003c/p\u003e\u003cp\u003eThat’s why we recommend sticking with dedicated \u003ca href=\"https://www.semrush.com/features/keyword-research-toolkit/\" style=\"text-decoration:none\"\u003ekeyword research tools\u003c/a\u003e.\u003c/p\u003e\u003ch2\u003eHow to Choose Keywords\u003c/h2\u003e\u003cp\u003eYour initial keyword research can yield thousands of keyword ideas. And not all of them will be relevant or important to your brand.\u003c/p\u003e\u003cp\u003eTo \u003ca href=\"https://www.semrush.com/blog/how-to-choose-keywords-for-seo/\" style=\"text-decoration:none\"\u003echoose the best keywords for SEO\u003c/a\u003e, you need to:\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eGather useful metrics from SEO keyword research tools\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003ca href=\"https://www.semrush.com/blog/serp-analysis/\" style=\"text-decoration:none\"\u003eAnalyze the SERPs\u003c/a\u003e to see what results are shown\u003c/li\u003e\u003c/ol\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eIf you found any keywords outside of Semrush, try importing them into the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\"\u003e\u003cem\u003eKeyword Overview\u003c/em\u003e\u003c/a\u003e\u003cem\u003e tool. This can enable you to gather useful keyword metrics and easily access non-personalized SERPs.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eFor the best results, we recommend working through this checklist:\u003c/p\u003e\u003ch3\u003eUnderstand Search Intent\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003eSearch intent\u003c/a\u003e is the reason behind a user’s search.\u003c/p\u003e\u003cp\u003eTo understand what a keyword can do for your business—and how to rank for it—you need to know the search intent behind it.\u003c/p\u003e\u003cp\u003eFor example, people who search “pedigree small dog” typically want to purchase Pedigree-branded food for small dog breeds. So, the top-ranking results are all product pages.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"pedigree small dog search shows sponsored product results\" data-original=\"https://static.semrush.com/blog/uploads/media/ac/4d/ac4de9b3d52c0ccbff8dee4c19165749/6790b38e2585018e8d1c0a17a24095b5/original.jpeg\" height=\"1209\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ac/4d/ac4de9b3d52c0ccbff8dee4c19165749/6790b38e2585018e8d1c0a17a24095b5/AD_4nXflzk6rkmsb-lpyCRLwFE8djzqhViXgXaAui_hiWhERs9lXyfVIxxxk8g3HJx6j08N6WQRKdexJXQCVrRjaZ732xTyvVv6Me9awkNcyjOdakKGkb4GgQ4GbEvxgR7pb6CytJ_EMPtk0y0MFdXJj8Uw0GPZv.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen you research keywords in Semrush, you can see what type(s) of intent a keyword has.\u003c/p\u003e\u003cp\u003eThere are four categories:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eNavigational\u003c/strong\u003e: The user is looking for a specific page (e.g., “pedigree foundation”)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInformational\u003c/strong\u003e: The user is looking for general information on a topic (e.g., “can dogs eat spicy food”)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCommercial\u003c/strong\u003e: The user is researching their options before making the final decision on which product to buy (e.g., “best dry dog food”)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTransactional\u003c/strong\u003e: The user is looking for a specific product or brand, with the intention to make a purchase (e.g., “pedigree puppy food”)\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"intent column highlighted in keyword magic tool\" data-original=\"https://static.semrush.com/blog/uploads/media/74/dc/74dcc6cc4e76d8657d6d3d8574e4de9c/2d2edb3bbccd9a0540fe91eb7e43fa36/original.png\" height=\"697\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/74/dc/74dcc6cc4e76d8657d6d3d8574e4de9c/2d2edb3bbccd9a0540fe91eb7e43fa36/AD_4nXdrCGB5ehric1fN-vutIGwEwIQ1dEsSK3IWAIwpeIkBahtRy087iV93rkG5pVx_um8tVXELnznhJj5nsBa_RK5l76YrlThvaZ_fjwwlbKIhWX1PkfE_Ik1UiW_jKM8kK-ZIFWNhSaFLpgH3TCpI7XdHtgfD.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can get further insights into search intent by looking at the top-ranking results.\u003c/p\u003e\u003cp\u003eJust click the “\u003cstrong\u003eView SERP\u003c/strong\u003e” button or icon. Here’s what the icon looks like in the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"view serp icon highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/d4/21/d421e03c0ed0f9678d9a261c1d9763da/1d10c2af5eb045bff9d58733aa368453/original.png\" height=\"697\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d4/21/d421e03c0ed0f9678d9a261c1d9763da/1d10c2af5eb045bff9d58733aa368453/AD_4nXeTWtV46MSWFI7ZtOXQWyntk6XsyeEsVpXoCMHpMA1Bwr-kw5HbPmtCX1s2J9UZR8KFHJr4AKgBQc3J9LimUOVWktuA20gzwRT-0PNgazsC6H9WTGEtkHEGwmn7PRsmPQfXnzx5JFLnryIgbb2hRxeMq7Ar.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFor example, our pet retailer might think to target “best dog food” on their dog food category page.\u003c/p\u003e\u003cp\u003eBut all the top results are roundups from industry publications:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"best dog food search results\" data-original=\"https://static.semrush.com/blog/uploads/media/3f/6e/3f6ec7c356d4673bbdd8e2e7b64b57e4/0994f53f6613d39ee0f8da5a110e8dc2/original.jpeg\" height=\"1034\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3f/6e/3f6ec7c356d4673bbdd8e2e7b64b57e4/0994f53f6613d39ee0f8da5a110e8dc2/AD_4nXfhkRRx3otvbr4FcWXB8KZ9Zfq3dzSDwdqlm06CYA1d1bfn3WnbCMEyWPbR3hp3Z71mFICm47CzT8NO8zwndF-SZJFVzlfyQjTZj1J5r3R1GK5gIsDFT4wB_FgrUKylmSyJYdG4C-z3MdrDCstHuE9FGB43.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis suggests that it will be difficult for the pet retailer to secure a high ranking—especially with a product category page.\u003c/p\u003e\u003cp\u003eInstead, they can target a keyword like “dry dog food” that has commercial intent:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"intent widget highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/e3/93/e393ffd50282aca894f281351a3cce24/ca876119e9cfb5624502c0a96507088a/original.png\" height=\"880\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e3/93/e393ffd50282aca894f281351a3cce24/ca876119e9cfb5624502c0a96507088a/AD_4nXeYS4YmUPB9--B59gUvFrq1ca2gnpr-lgakG0jqCdnEKEPdY14pCWS3KrqXAprRGPey19pgluVA3kW-KxOydbLhdCTwvBuzo29I-S_tsDShjlwW9J4zdMqA2M0cIjIdk_X2Ncu68f6jE-0BvvsYPSw3D2dA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd a SERP containing mostly product and category landing pages:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"dry dog food search results\" data-original=\"https://static.semrush.com/blog/uploads/media/55/ef/55ef0b10e61440cadf88c2a5f7cff628/2a174da18532dd82758b585caf89519a/original.png\" height=\"991\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/55/ef/55ef0b10e61440cadf88c2a5f7cff628/2a174da18532dd82758b585caf89519a/AD_4nXcLMm_XSzi-BdVjD_Pw24Yn_HlLpf7iqXkuvZ-SycDUVoFrUJL3kGdorwRkIwB7FIpXRYrk2k8WkN7-s2F9L8Of1_xvqd0PVY01hZSXw-iXulro8fvOQj50FimDf9fwlLJZXUeEtlge1NigbmGFMFkbO_lT.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eLook at Keyword Search Volumes\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-search-volume/\" style=\"text-decoration:none\"\u003eSearch volume\u003c/a\u003e tells you how many times searchers enter a particular keyword into Google per month (on average). \u003c/p\u003e\u003cp\u003eThe higher the search volume, the more traffic you can get if you rank well for that keyword. So, all else being equal, you should prioritize higher-volume keywords.\u003c/p\u003e\u003cp\u003eYou’ll see volumes when doing keyword research with the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search volume column highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/13/2f/132fd17e4fcb69d4416f3f3ed11a1309/dc24a435fe85a7bed50ccbe17e757fcd/original.png\" height=\"642\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/13/2f/132fd17e4fcb69d4416f3f3ed11a1309/dc24a435fe85a7bed50ccbe17e757fcd/AD_4nXff5IMlUk-MCvadGYDXnOiUFzoQKVVvjba3qVPSo8VaNXBwB7CF7ZYKymvsGr5EFH3Gi_zUndfyYh1wua5dq8TmjMhHvziELyZSyUdMgLiUp9bkz8HBauqIx1hQRkDUDCib1Vv76YdBVv2ewwWwMMMXsV2r.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd you can filter for keywords with specific volumes (e.g., over 100 searches per month).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search volume filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/e3/36/e336483bf0152440ee24fa74eec44d51/9d9d3878a579042435756e03feb86d26/original.png\" height=\"794\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e3/36/e336483bf0152440ee24fa74eec44d51/9d9d3878a579042435756e03feb86d26/AD_4nXcKGpj2buA7DRI1xWsy0t1zxVN77RMGEma8PEX1krRvKUUt_XeOaqzvDzUVoWjlJGAJV98G0atSR0qIQic7GsjFDt5Q8cKIp233goTAs2dB3nLZepF4iG0Z7jt9XofFGVJfJGWxgxlOa2CKiIO6Aqs5_1ec.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eDon’t get too hung up on search volumes. Sometimes, you can target multiple keywords on one page, and all those smaller volumes add up. We’ll talk more about this later.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eYou can look up keyword volumes for specific keywords using the \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eThis tool even lets you check search volumes in specific regions (e.g., cities).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword overview search for dog food narrowed to new york city\" data-original=\"https://static.semrush.com/blog/uploads/media/ba/63/ba63147d682de32f5a433eb9ece9a403/9bff760a8d2bbbcac74d9c91aa9305be/original.png\" height=\"768\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ba/63/ba63147d682de32f5a433eb9ece9a403/9bff760a8d2bbbcac74d9c91aa9305be/AD_4nXcnvrPm7Lacx6twZ6exygIgHXdA1Ys7K7cBr3vZ28eUh_bb2LOoxbbNb29mbRT2g55rSQ54FX6Kikc61TGbkIDIhPlOsCWS-StHnHeyho7Usg12Wkx2V8mic6luSa7uogcs9Jv1z8wi-jdgjCTaH96uLxk.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd compare search volumes across different countries.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search volume for dog food is 135k in the US with a global volume of 276k\" data-original=\"https://static.semrush.com/blog/uploads/media/f4/39/f439542a00f6f15ca94e0960d2e95fa2/67254e0582fc5ae83da35e0724b2920f/original.png\" height=\"773\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f4/39/f439542a00f6f15ca94e0960d2e95fa2/67254e0582fc5ae83da35e0724b2920f/AD_4nXdYs-htq1mhes84ZHLCeXF9SFDJKOmBitlgomkEF241TdcVh68qSBgHt7jv8yHWTslxD834mWy7AIbQDXVo0jVaxTBJG-bMonlZpztptKGMnf60QWVMo8LwQOX_Vq0GdwKLyvHtUYwD7SY2CFF8Q9XwROjd.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eConsider Personal Keyword Difficulty\u003c/h3\u003e\u003cp\u003eIn Semrush, \u003ca href=\"https://www.semrush.com/blog/keyword-difficulty/\" style=\"text-decoration:none\"\u003ekeyword difficulty\u003c/a\u003e (KD%) measures how hard it is to rank in Google’s top 10 organic results for a given search term. \u003c/p\u003e\u003cp\u003ePersonal keyword difficulty (PKD%) measures how hard it is for \u003cstrong\u003eyour domain\u003c/strong\u003e specifically. \u003c/p\u003e\u003cp\u003eIt considers factors like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eThe authority of your domain vs. the top-ranking domains\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYour current ranking position\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eThematic relevance between your site and the keyword (i.e., your \u003ca href=\"https://www.semrush.com/blog/topical-authority/\" style=\"text-decoration:none\"\u003etopical authority\u003c/a\u003e)\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThe higher the score out of 100, the harder it’ll be to earn a high ranking. And therefore earn organic traffic.\u003c/p\u003e\u003cp\u003eFor example, “healthy dog food” has a 91% keyword difficulty score.\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eChewy.com (an authoritative pet retailer) has a \u003cstrong\u003e22 PKD%\u003c/strong\u003e for this keyword. If they create quality content on this topic, it should be relatively easy for them to break into the top ten.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTheurbanpet.net (a lower-authority pet retailer) has a \u003cstrong\u003e76 PKD%\u003c/strong\u003e for this keyword. To realistically compete for a high ranking, they need to \u003ca href=\"https://www.semrush.com/blog/how-to-build-website-authority/\" style=\"text-decoration:none\"\u003eimprove their website authority\u003c/a\u003e.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSemrush.com (a high-authority marketing site that’s unrelated to the pet industry) has a \u003cstrong\u003e100 PKD%\u003c/strong\u003e for this keyword. Because the keyword isn’t relevant to Semrush’s content.\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Overview results for “healthy dog food”\" data-original=\"https://static.semrush.com/blog/uploads/media/56/28/56281fd7a2d283a3224bfdfcca5ce21a/f2e436596b3d00ab19002ddb585ce922/original.png\" height=\"1195\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/56/28/56281fd7a2d283a3224bfdfcca5ce21a/f2e436596b3d00ab19002ddb585ce922/AD_4nXd9AKkS2mO1l1jkpCnBap1ZoSBwhdSPgTot__pWKOb42q23kowYm1KTC8cEvzGcFIMo9r5WXypX3O_JftT_uxoPnTjCR_NniD83JCkgJ4nthTjl8h13S3HhAKeav7l5kSoutS_XFOjlmNoAxi9cMUEmHKU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTo see personal keyword difficulty scores in the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e, you’ll need to provide your domain.\u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"domain field highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/79/8a/798ad41ec70a9b3b0b90e8ab0057ec56/a2c0b264554911aa1385ec3a45c006f6/original.png\" height=\"641\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/79/8a/798ad41ec70a9b3b0b90e8ab0057ec56/a2c0b264554911aa1385ec3a45c006f6/AD_4nXfCQpk0LnU_RFxQZrwS5CsxtmxS5gjTs89aleN7UiCRxwMO76OcW5OQ8nwuTmt5OM0zGMTehwt-V3h0eNA2MAtqvSv2jPwR89_Eyt8nYMzXxfzrfWkH2DUG885c1W8y_25lTIK-i5HzacvQumPLPL5Q2aPT.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe “PKD %” column contains your personal keyword difficulty score for each resulting keyword.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword and personal keyword difficulty percentage columns highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/a4/8c/a48c57fedf43ae1058dd7b29e4b307e8/e4d7e948608e4e9c16a5bc1945905933/original.png\" height=\"616\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a4/8c/a48c57fedf43ae1058dd7b29e4b307e8/e4d7e948608e4e9c16a5bc1945905933/AD_4nXdYztbFMLjTClCpKu3aVSfjIdQ69otZTibnS6_-yaRVZ0-21zZFSew0ybby7a1ks6AYKMFjmFbgwOu7WXE246Pkdya4aNsSBj-kKsS0BBUOUzW-y8H7wBN4mridoiHyYBmpP2pikVUEm4hKBq5WFwGmDZgd.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt’s a good idea to focus on lower-difficulty keywords. So that you’re more likely to rank highly and see results from your SEO efforts.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003ePersonal KD %\u003c/strong\u003e” to filter your results based on this metric.\u003c/p\u003e\u003cp\u003eFor example, you can focus on keywords in the 0-29% range: \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"personal keyword difficulty filter highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/c2/8c/c28c1601fe48246d268a575495177c03/c4a8f07e09cae6759f17d8046fe73f49/original.png\" height=\"925\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c2/8c/c28c1601fe48246d268a575495177c03/c4a8f07e09cae6759f17d8046fe73f49/AD_4nXeajZMt7g-GJ68xlH8fd860VMI5zb1SJ8-VmJP3y-uh-jpyeG9XpfSsN1BgaHvaGUbpdbKbs5cWIuQnoLrKwPe-EEWuQellemF24fRz0OiMrj1f0FL19N_UKuP9PJhCmK3A-dWI9woH_sAe89WQHI6x1N22.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYou can review your level of topical authority for a keyword in the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\"\u003e\u003cem\u003eKeyword Overview\u003c/em\u003e\u003c/a\u003e\u003cem\u003e tool. You can also see your personal keyword difficulty score, potential position, and much more.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"keyword overview for foods dogs cant eat with domain shows personal keyword difficulty, topical authority, and potential position on the serp\" src=\"https://static.semrush.com/blog/uploads/media/cc/6d/cc6d1da1d8906ea32428e1baca285ce8/2ef56fd463550de57f9062227a160cbd/AD_4nXcRH3gVEcwJiRR-eUUUzcGQPtR33gHUFSx7hOObxnbPLgxwJoAtZJtG8gz7eGG1L5NJeB67_mF3yI9UvcLGz0nHmpQ7a49N9GqrZ5urWO3kYy8j1BEXK7FFNYuW6bnqlcLJB3ctBugQOzoaqoOr3R_BgUav.png\" loading=\"lazy\" width=\"1010\" height=\"874\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eCheck for SERP Features\u003c/h3\u003e\u003cp\u003eSERP features can present both an opportunity and a threat.\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOpportunity\u003c/strong\u003e: You can rank organically for some SERP features. This can lead to more impressions and clicks, because SERP features tend to stand out and provide more information.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eThreat\u003c/strong\u003e: Some SERP features eliminate the need for users to click on results. Or detract clicks from standard organic results (because they grab users’ attention).\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSo, their presence may affect your keyword decisions.\u003c/p\u003e\u003cp\u003eFor example, the top organic result for “cat food” appears pretty far down the page:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"cat food search results requires you to scroll far to reach organic results\" data-original=\"https://static.semrush.com/blog/uploads/media/18/62/1862b41a563d29fd6a8931cc92652e07/229f52ca1dc60aa1c0a09182e8c2f6f5/original.png\" height=\"797\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/18/62/1862b41a563d29fd6a8931cc92652e07/229f52ca1dc60aa1c0a09182e8c2f6f5/AD_4nXdxla9j7JchjH9qVFka-4ZlN65fZtC4bgREBDBsG9vPbBEL7Li_9I92VNripfm49JZT0-vzBrEq89EOfFN4VmufcW87YnP3l9Iy8EZEQL-SbKNpmswk_XeN5NLpUtxf7c_Osa0d1yQCw_1QcOMWKKWjInw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eRather than trying to get the top organic result, you might be better off optimizing for the popular products SERP feature.\u003c/p\u003e\u003cp\u003eOr targeting another keyword altogether.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eWe’ll talk more about how to pursue organic rankings and SERP features later.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eWhen you do keyword research using Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e, you can see how many SERP features each keyword triggers.\u003c/p\u003e\u003cp\u003eAnd hover to see exactly which ones they are.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"serp features column highlighted to show list of serp features for each keyword\" data-original=\"https://static.semrush.com/blog/uploads/media/97/90/979076e398c55f4ee8107e038ab66274/edfb6dd7e1c669c1616b0665d2240bf8/original.png\" height=\"811\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/97/90/979076e398c55f4ee8107e038ab66274/edfb6dd7e1c669c1616b0665d2240bf8/AD_4nXcS0h6NOXO2hjcN_x_a1vsbCAmtMO0FlPw8qwhgVS0lgGRhodPnXycEA6frUbbCmwmMgV6gaAk_EZF1M8QUubTTC1ScLNZ0lVH1H9j-F0gOLAP_931jiI3P0bP-BuhwlWuzZa_fFxkNqFRzX4U4tCk4b_ZY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also click the SERP icon to view the results page for yourself. And get an idea of how much visibility each result is getting.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"view serp icon highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/2c/63/2c63434e4ad112797697d91f87478f5a/e34052f20799d3721ac55b0f6310a0a5/original.png\" height=\"812\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2c/63/2c63434e4ad112797697d91f87478f5a/e34052f20799d3721ac55b0f6310a0a5/AD_4nXfvuUSDq3Vry_vqtlufoNCzaT37jagLN2rukuGqjMbbuy_e03f20j4QuFKsGg0kiJuP8LTVFTU5CX2Mkusnw0LCHnakKnLJ2UjRlddDNsg1Cfo6-pGExHUFOxGGSA8K0nKiWH7z7J1kWPiRkXaI6wRwGFHA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you want to avoid (or pursue) keywords that trigger certain SERP features, use the filter option.\u003c/p\u003e\u003cp\u003eLike so:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"advanced filters to serp features allows you to filter keywords by triggered serp features\" data-original=\"https://static.semrush.com/blog/uploads/media/d8/f9/d8f9142c69cc309b58483949f283fffe/8f96785e900909d8f51166b896fff94e/original.png\" height=\"847\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d8/f9/d8f9142c69cc309b58483949f283fffe/8f96785e900909d8f51166b896fff94e/AD_4nXeBWzKUFyh0X_xy67d7D8x7hsqw1Uxua-z4uk2POjHYyeBjQ5ngF4eXmTbTxRaQpdrKuXqkYgZU7_hL1jWZ8b--4GZknULSCrXFoBz3eaRJpuHYB41Wh-a7M8TkiDD98nNXlB9vAZbOtjVzyiP8Z9kO9E4B.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/sensor/\"\u003e\u003cem\u003eSemrush Sensor\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to see how prevalent each SERP feature is in your business category.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"semrush sensor shows serp features occurrence\" src=\"https://static.semrush.com/blog/uploads/media/62/a5/62a57ce725f43c8fbbe6b85315ba1e7a/dbb126d82a50af02f260e8f8f4f7135c/AD_4nXdbDedQL3joANQOkf6kKr3MPXPgOm40P4ziudZ0PEF5f90KAsSOzVDbYKifP5rfwAuGkOMgQ-bMfPuDPIEtxnHn4RRvkaCAjYTmvln2x-JNh8ChENAuEMgobnVI9fRR0cH2gm2HnPOqLHRuMRiqo53xZss.png\" loading=\"lazy\" width=\"1010\" height=\"1485\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eDo a Cost-Benefit Analysis\u003c/h3\u003e\u003cp\u003eKeyword analysis is ultimately about weighing the cost of getting a keyword ranking against its potential value.\u003c/p\u003e\u003cp\u003eTo evaluate costs, you need to think about \u003cstrong\u003etime\u003c/strong\u003e and \u003cstrong\u003emoney\u003c/strong\u003e. So, ask yourself:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eHow long will it take to create and maintain high-ranking content?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDo we have the ability to create the content in-house?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDo we need to invest in \u003ca href=\"https://www.semrush.com/blog/content-creation-tools/\" style=\"text-decoration:none\"\u003econtent creation tools\u003c/a\u003e?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWho will create the content and what could they be doing instead?\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eNow, let’s look at the benefits your optimized content could generate:\u003c/p\u003e\u003ctable width=\"647\"\u003e \u003ccolgroup\u003e \u003ccol width=\"181\"\u003e \u003ccol width=\"466\"\u003e \u003c/colgroup\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eBrand awareness\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe amount of exposure your result gets largely depends what type of result it is, what position it’s in, and the keyword’s search volume. You may also get more visibility on desktop SERPs compared to \u003ca href=\"https://www.semrush.com/blog/mobile-serp/\" style=\"text-decoration:none\"\u003emobile SERPs\u003c/a\u003e.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eOrganic traffic\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe number of clicks your result gets depends on its type/position, the keyword’s search intent, and the keyword’s search volume. You can get organic traffic estimates when you analyze SERPs in \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e (and some other tools).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eConversions\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe number of organic visits that translate into conversions (desirable actions) depends heavily on search intent. To get an idea, look at the cost per click (CPC) metric in Semrush. This tells you how much advertisers are willing to pay for a click from the SERP—the higher the amount, the more valuable the keyword is likely to be.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eBacklinks\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eLinks from other sites (\u003ca href=\"https://www.semrush.com/blog/what-are-backlinks/\" style=\"text-decoration:none\"\u003ebacklinks\u003c/a\u003e) can drive referral traffic and benefit your SEO. The amount you can generate depends significantly on the topic and quality of your content. Which you can learn more about in our guide to \u003ca href=\"https://www.semrush.com/blog/link-bait/\" style=\"text-decoration:none\"\u003elink bait\u003c/a\u003e.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eTopical authority\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eBy developing high-quality content on topics relevant to your brand, you can build a strong reputation among search engines and users. This can ultimately lead to more traffic, backlinks, and conversions.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e\u003c/table\u003e\u003cp\u003eQuantifying these benefits is tricky. But as you work on your content strategy and monitor your results, you should develop a good instinct for what works for your brand.\u003c/p\u003e\u003cp\u003eFor detailed advice, check out our guide to \u003ca href=\"https://www.semrush.com/blog/seo-forecasting/\" style=\"text-decoration:none\"\u003eSEO forecasting\u003c/a\u003e.\u003c/p\u003e\u003ch2\u003eHow to Target Keywords\u003c/h2\u003e\u003cp\u003eOnce you’ve chosen your target keywords, make sure to record them along with any useful insights.\u003c/p\u003e\u003cp\u003eIn Semrush, you can use the checkboxes and “\u003cstrong\u003e+ Add to keyword list\u003c/strong\u003e” button to save keywords in the \u003ca href=\"https://www.semrush.com/analytics/keywordmanager/\" style=\"text-decoration:none\"\u003eKeyword Strategy Builder\u003c/a\u003e.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"add keywords to list button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/54/b9/54b9451e245bb81fb70bfc2cdc575355/77b2a771f96fdf2ddfcea85bd099bddb/original.png\" height=\"823\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/54/b9/54b9451e245bb81fb70bfc2cdc575355/77b2a771f96fdf2ddfcea85bd099bddb/AD_4nXcvbvGghb_burYY0oOYVvXQ032Uow7c4EPpN-cpx1Ujqybv8qK8JcflC8XZ4f75IU_6mv9fktNewozbvPwQDyO0DXb9FolAGurm-VFKtvMhNuoFkkyXHyy0CMdYQ7kDnekGYnxv-HnFQX_ihSZPHP36vJXV.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen you’re done with that, it’s time to develop a \u003ca href=\"https://www.semrush.com/blog/keyword-strategy/\" style=\"text-decoration:none\"\u003ekeyword strategy\u003c/a\u003e and start creating content.\u003c/p\u003e\u003cp\u003eHere are our top tips for success:\u003c/p\u003e\u003ch3\u003eDo Keyword Mapping\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-mapping/\" style=\"text-decoration:none\"\u003eKeyword mapping\u003c/a\u003e is the process of matching each target keyword with the page (or prospective page) on your site that satisfies its search intent.\u003c/p\u003e\u003cp\u003eIt allows you to plan and optimize content more effectively.\u003c/p\u003e\u003cp\u003eHere’s a quick example of a keyword map in action:\u003c/p\u003e\u003ctable width=\"663\"\u003e \u003ccolgroup\u003e \u003ccol width=\"448\"\u003e \u003ccol width=\"215\"\u003e \u003c/colgroup\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eTarget Keyword(s)\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eTarget URL Slug\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003edog food, pet food for dogs\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e/shop/dog-food/\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003eroyal canin dog food, royal canin adult dog food, royal canin canned dog food\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e/shop/dog-food/royal-canin/\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003ebest dog food, what is the best dog food, best dog food 2024 \u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e/blog/best-dog-food/\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e\u003c/table\u003e\u003cp\u003eNotice that we’ve grouped keywords with overlapping search intent. This is called \u003ca href=\"https://www.semrush.com/blog/keyword-clustering/\" style=\"text-decoration:none\"\u003ekeyword clustering\u003c/a\u003e, and it can help you get better SEO results.\u003c/p\u003e\u003cp\u003eYou can streamline the process with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmanager/\" style=\"text-decoration:none\"\u003eKeyword Strategy Builder\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eJust open one of the keyword lists you created earlier.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword lists appear below the tool start\" data-original=\"https://static.semrush.com/blog/uploads/media/6a/c4/6ac47f0bbb9b7ae7372754eb268a2b54/7af86ac6008227760021362938c5f00d/original.png\" height=\"396\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6a/c4/6ac47f0bbb9b7ae7372754eb268a2b54/7af86ac6008227760021362938c5f00d/AD_4nXeY0WMCEf8aKRZqjnhKaYDWYl8ZRjI9Os4Nx7jixh5kGdRcegMoZbSJKmzGu1FQzTOAng7DVDQ26fqzVaGp5GBsQShLNTquA3fdnATlBty-8vigPx8qks7JDRaTLIIVcKXyZCHlQuXzvxRjU9WSkRZFNap8.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, click “\u003cstrong\u003eCluster this list\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"cluster this list button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/ef/9b/ef9b307bb83d53a666aff7baa8cfbc3c/34b1ab58443708a5c1c1b5019846f5cb/original.png\" height=\"780\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ef/9b/ef9b307bb83d53a666aff7baa8cfbc3c/34b1ab58443708a5c1c1b5019846f5cb/AD_4nXdd7RdAXYMtGGVeKeXl32ZwLcDnuKw2iKhcj-BM_ytiJrLPciwAJb3Q7JKNxh5iLk1BjSapF4atMY5RSuRZpGGz9OJo8jMmfEGh7YzJwaPYknMs8cSwRXXtgV1OVoEkMH2Xc4Cm3tjQ1RTkhLP_Vcs3Uzc.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will cluster your keywords based on topic. You should target each cluster on a different page on your site. \u003c/p\u003e\u003cp\u003eUse these metrics to identify the best opportunities:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIntent\u003c/strong\u003e: A breakdown of search intent types\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eKeywords\u003c/strong\u003e: The number of keywords in the cluster\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eKD %\u003c/strong\u003e: The average keyword difficulty score\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVolume\u003c/strong\u003e: The collective keyword search volume\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword strategy builder topic cluster shows data per cluster\" data-original=\"https://static.semrush.com/blog/uploads/media/9a/58/9a584b0aed62343d8e4d36be9a1fa0ab/beeab74ac2077b493fdcaab4441c9868/original.png\" height=\"841\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/9a/58/9a584b0aed62343d8e4d36be9a1fa0ab/beeab74ac2077b493fdcaab4441c9868/AD_4nXdwSM3Q0EIV34OcbGdkxMJcMAErQMvEml5HURUDHTIqDIg_vQeKxjAZKCLve7J7IDb2tPd1ChhR-UMMm0MWlZyATdOQgWGoHGsK182pwnCDbEHTkGxCO2MzFytMJ469RT4tQuZPKBLnilUV_sBaxYkukx78.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eClusters with a relatively high volume and low difficulty score get a “high ranking potential” tag.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eClick the arrow to see all the keywords in a cluster.\u003c/p\u003e\u003cp\u003eAlso look at the top-performing pages for these keywords. And use them as inspiration.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"drop down icon highlighted to see keywords included in cluster\" data-original=\"https://static.semrush.com/blog/uploads/media/73/10/73101d1b081a12850f73c701471e9e0f/7382b9143c980e24c3e27f94bb1e6dd7/original.png\" height=\"805\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/73/10/73101d1b081a12850f73c701471e9e0f/7382b9143c980e24c3e27f94bb1e6dd7/AD_4nXc9kYh_I5P1xq_OwYjj8p7Rf0jqvYCGQN3jmejvqcfGUZ3wQAqVbGIVn8YAtwH1TkyISP7yU4jW1XkxJ2_OT2v7QDKG8S-D0s4ubf43CRGZwrtD0zcTiVdu8r6n9UCMWgnU4PrEG3EB4RNbY72C0faL10mW.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAll this information will help you create \u003ca href=\"https://www.semrush.com/blog/seo-writing/\" style=\"text-decoration:none\"\u003eSEO-optimized content\u003c/a\u003e. As you’ll discover in the following steps.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYou can also use the Keyword Strategy Builder to collect new keyword ideas. Just enter a seed keyword, choose your target country, and click “\u003c/em\u003e\u003cem\u003e\u003cstrong\u003eCreate list\u003c/strong\u003e.”\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"keyword strategy builder tool start\" src=\"https://static.semrush.com/blog/uploads/media/67/b1/67b17f486f10c2179592d724004331dd/1aa38fc803b69618e49d257ace0b451a/AD_4nXcHG9oqEMTPqoXe2UjhHPllLR5lL-RyP0sb1w-zpXt8jNyYa9Bhwq7x3Ut6aogz5OarpLxtEJMDHtByTKLYCWIcsP9cUbW8I8lzXNRGv2OHIALYpTGlbg713L1OjPB7iSOx8xKWRb8ECJwMdwAhmL_a4Zp1.png\" loading=\"lazy\" width=\"1010\" height=\"848\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmanager/\" show_input=\"false\" header=\"Create Keyword Clusters\" text=\"with the Keyword Strategy Builder\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eFocus on Content Quality and Usability\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/quality-content/\" style=\"text-decoration:none\"\u003eContent quality\u003c/a\u003e is one of the most important factors in search engine rankings.\u003c/p\u003e\u003cp\u003eTo create quality content, you generally need to:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSatisfy search intent\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003ePresent your content effectively\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProvide accurate and up-to-date information\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDeliver a great user experience\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDemonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (\u003ca href=\"https://www.semrush.com/blog/eeat/\" style=\"text-decoration:none\"\u003eE-E-A-T\u003c/a\u003e) \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSecondly, think about how to provide added value and stand out among your competition. That might involve doing things like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eCovering the topic more thoroughly\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUsing a new, unique angle\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProviding helpful examples\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdding original data\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eCreating original media\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, Rover’s dog feeding guide satisfies search intent by providing detailed guidelines for various kinds of dog. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"feeding guidlines for a puppy blog page\" data-original=\"https://static.semrush.com/blog/uploads/media/14/8d/148d451a802aa1cc3e567aed5188aaff/55f3cc7bd11f89f3873b53a46f399f3e/original.png\" height=\"1399\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/14/8d/148d451a802aa1cc3e567aed5188aaff/55f3cc7bd11f89f3873b53a46f399f3e/AD_4nXcTMsUmb2eEv3qYOfCIoTut7Y9HQjXvuZGEAJCRF6rheuOk4BPayuBU1VF06bajy0L82Mr3JYQFdMX_2q1ZG6dsLtVQT1NxpvUNatMnQ5pTlc0iS7QLl16_oNffncccjLVwTaURBxCCNQOsJGwzeWXe1Os.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe guide also includes lots of related information and resources. Which come from reliable sources like veterinarian Dr. Jamie Whittenburg.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"rover blog cites authoritative expert\" data-original=\"https://static.semrush.com/blog/uploads/media/3a/9a/3a9ae5ead463585b674bfc736270453f/2a3743a0106383bd359bf1a760427a7d/original.png\" height=\"1353\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3a/9a/3a9ae5ead463585b674bfc736270453f/2a3743a0106383bd359bf1a760427a7d/AD_4nXdvEI_dYwpQmsRag9m3SISfGXJU9RT3MjwGXcGFCUIWE-AAjjz2PseDK8F17WnMAwpM9bwajfgsQUdeRyPi2d7NqyjdbXk42cMEoQXmMnPLKdp8kBnN6REJr2l4xIwwHbuxJ6nyNScx9XwEDN2eNP3yEdCO.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eRover uses subheadings, bullet points, tables, bolding, a table of contents, and other formatting tricks to make information easier to find and digest.\u003c/p\u003e\u003cp\u003eAnd even provides a video for people who prefer to get information that way.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"video embedded into blog post\" data-original=\"https://static.semrush.com/blog/uploads/media/cb/9c/cb9cf11a57981d442992de71095020fe/68aa0b228935b431b7b368b5955bde01/original.jpeg\" height=\"1424\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/cb/9c/cb9cf11a57981d442992de71095020fe/68aa0b228935b431b7b368b5955bde01/AD_4nXeHzYpPISaONMI9edQun-5fy-ma2J6YCUqG2YfGujYmEReMr3EOxzeT9tD5OfE7LJ6yag03bKkn0jwxFOJIjJvXkEqm4-N_vIaLhgnbOPQbwtsfSvD1BZEb8tYcvuObpY2w6ALCLBsWSs7TV55g6GUQyWA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eUse Keywords Strategically\u003c/h3\u003e\u003cp\u003eIncluding keywords on your page can help it rank higher. But \u003ca href=\"https://www.semrush.com/blog/keyword-stuffing/\" style=\"text-decoration:none\"\u003ekeyword stuffing\u003c/a\u003e (using keywords unnaturally) can do more harm than good. \u003c/p\u003e\u003cp\u003eHere are some tips to help you get the balance right:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eOnly include keywords where they read naturally\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eConvert keywords into their correct grammatical forms (e.g., “Pedigree for small dogs” not “pedigree small dog”)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse your primary keyword in the: \u003cul\u003e \u003cli style=\"list-style-type:circle\"\u003eBody content—particularly the first paragraph\u003c/li\u003e \u003cli style=\"list-style-type:circle\"\u003e\u003ca href=\"https://www.semrush.com/blog/title-tag/\" style=\"text-decoration:none\"\u003eTitle tag\u003c/a\u003e: The page title that can appear in search results\u003c/li\u003e \u003cli style=\"list-style-type:circle\"\u003e\u003ca href=\"https://www.semrush.com/blog/h1-tag/\" style=\"text-decoration:none\"\u003eH1 tag\u003c/a\u003e: The on-page title, which should be similar or identical to the title tag\u003c/li\u003e \u003cli style=\"list-style-type:circle\"\u003e\u003ca href=\"https://www.semrush.com/blog/meta-description/\" style=\"text-decoration:none\"\u003eMeta description\u003c/a\u003e: The page summary that can appear in search results\u003c/li\u003e \u003cli style=\"list-style-type:circle\"\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-a-url-slug/\" style=\"text-decoration:none\"\u003eURL slug\u003c/a\u003e: The unique part of the webpage address\u003c/li\u003e \u003c/ul\u003e \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse other (secondary) keywords within the body content and subheading tags where relevant\u003c/li\u003e\u003c/ul\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYou can see how your top-ranking competitors use keywords with the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/seo-content-template/\"\u003e\u003cem\u003eSEO Content Template\u003c/em\u003e\u003c/a\u003e\u003cem\u003e tool.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"seo content template tool\" src=\"https://static.semrush.com/blog/uploads/media/db/f6/dbf6e1dd08279de871abff2b9f113506/1d30cd5c20cb26d0dcef576928ae84f1/AD_4nXeDhrBsi9qlCNtSP5oXxYzPwc_XDVbBXE4XE6q73pEyt5n08Vjf0mj600Js3VpqRBjPRBLURu_FBN5xrxZwQJuaXZdR3AZjt0q-h757Vqs8sCo2ti06ZqNcN6B21pljcXpEAczfi407exJ1IKg_JK_ree9f.png\" loading=\"lazy\" width=\"1010\" height=\"1067\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eYou can also use keywords strategically when linking to your page.\u003c/p\u003e\u003cp\u003eSearch engines use the text used for links (\u003ca href=\"https://www.semrush.com/blog/anchor-text/\" style=\"text-decoration:none\"\u003eanchor text\u003c/a\u003e) to understand what linked pages are about. This means that keyword-rich anchor text can help Google understand which pages should rank for which keywords. \u003c/p\u003e\u003cp\u003eFor example, you might build an \u003ca href=\"https://www.semrush.com/blog/internal-links/\" style=\"text-decoration:none\"\u003einternal link\u003c/a\u003e from “/dog-food/” to “/dog-food/pedigree/” using the anchor text “Pedigree dog food.” So it’s clear which page is the most relevant result for this term.\u003c/p\u003e\u003ch3\u003ePrioritize Keywords with Existing Rankings\u003c/h3\u003e\u003cp\u003eGenerally, it’s a good idea to optimize existing content before creating content from scratch.\u003c/p\u003e\u003cp\u003eWhy?\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIt tends to be quicker and easier\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYou may have existing rankings to build upon\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eThe presence of poor-quality content can harm your site’s reputation and rankings\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eExisting content is likely to be most relevant and important to your business\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIf you need help prioritizing pages and tasks, use Semrush’s \u003ca href=\"https://www.semrush.com/on-page-seo-checker/\" style=\"text-decoration:none\"\u003eOn Page SEO Checker\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eYou set the target keyword(s) for each URL, and the tool provides:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eOptimization ideas based on best practices and top-ranking pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003ePriority ratings based on the number of ideas, keyword search volumes, and keyword difficulty scores\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"on page seo ideas by priority\" data-original=\"https://static.semrush.com/blog/uploads/media/ca/c1/cac1cf2765e358dd4708fc8bb3d595c0/58c4fae4b2fb632e3f96321aaf1f7570/original.png\" height=\"777\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ca/c1/cac1cf2765e358dd4708fc8bb3d595c0/58c4fae4b2fb632e3f96321aaf1f7570/AD_4nXff2kRAiRnP6r7kYGkYIODSu6ZwuPAiNyv3QPR_LsNbsKkVW_Xi9zTuDJddcGdwuV2PnRmyC-8bN1Eb1Qm9WdK2ou8r1b0FG9HF-1J2yW8UfSRDAwCL7OE46rsOsLP_wLTD18pWkOfe-3Cs8TVHYPz1vjhU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/on-page-seo-checker/\" show_input=\"false\" header=\"Optimize Existing Content\" text=\"with the On Page SEO Checker\" button_text=\"Sign Up Now\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003eAdvanced Keyword Research Tips\u003c/h2\u003e\u003cp\u003eFeeling confident with what you’ve learned so far? Check out these advanced keyword research tips:\u003c/p\u003e\u003ch3\u003eFind and Use Semantic Keywords\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/semantic-keywords/\" style=\"text-decoration:none\"\u003eSemantic keywords\u003c/a\u003e are words and phrases that are conceptually related to a given topic.\u003c/p\u003e\u003cp\u003eThey’re \u003cstrong\u003enot\u003c/strong\u003e terms that people use to search for a piece of content. They’re terms that search engines and users may expect to find within a given piece of content.\u003c/p\u003e\u003cp\u003eIf they’re missing, it might suggest that your content is incomplete.\u003c/p\u003e\u003cp\u003eLet’s say you’re writing a dog feeding guide. This should probably include semantic keywords like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eHealthy weight\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003ePortion size\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSenior dogs\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eOne of the best ways to find semantic keywords is with Semrush’s \u003ca href=\"https://www.semrush.com/seo-content-template/\" style=\"text-decoration:none\"\u003eSEO Content Template\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eIt identifies semantically related keywords by analyzing the top-ranking results for your target keywords.\u003c/p\u003e\u003cp\u003eFor example, here are the suggestions for “how much food should I feed my dog”:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"list of key recommendations based on semantically related words, backlinks, readability, and text length\" data-original=\"https://static.semrush.com/blog/uploads/media/5a/0b/5a0b00859c3b3e69d54f5e364f0c19da/49a4812ace488cd911ded3af1cd51ec3/original.png\" height=\"730\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5a/0b/5a0b00859c3b3e69d54f5e364f0c19da/49a4812ace488cd911ded3af1cd51ec3/AD_4nXfUo1Dcl13Rpdas0svvEer5eIQvF1cz1TycAkzCidkH7BkTN3HeVk4mHkDlAxyq7inAEM5HQJo3lHjt3FdH2GlQ-LyC7TcKPdU4KyK3yF5YatEF0eVbY7Xl8Kym12KSFIZ9C5_CntIm624W56pq_sU33VY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eAnticipate Keyword Trends\u003c/h3\u003e\u003cp\u003eTo get ahead of your competitors, try to anticipate upcoming keyword trends.\u003c/p\u003e\u003cp\u003eOne of the best ways to do this is to use \u003ca href=\"https://www.semrush.com/blog/google-trends/\" style=\"text-decoration:none\"\u003eGoogle Trends\u003c/a\u003e. Because it tells you which search terms are gaining popularity.\u003c/p\u003e\u003cp\u003eFor example, let’s explore the topic of “dog food” over the past 30 days.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"google trend search for dog food\" data-original=\"https://static.semrush.com/blog/uploads/media/f1/23/f123d9bdaa94bcc7f4c202fbbb42a52b/39425759437c0febb658f56ac1e17675/original.png\" height=\"1075\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f1/23/f123d9bdaa94bcc7f4c202fbbb42a52b/39425759437c0febb658f56ac1e17675/AD_4nXf_UX7Y27xi6d3FIS-a2xesAHyd2CDQS-u-Ir3sAkeBLiArIHfaznjaHs6PQQbD7kYeN7Gr668LaHUKqNHiszhX9LgkrjA1jMNQlM3xUBhMcJMmnmzrQafCbwPHbTr5kwGyFAfIZgw62fQixRTe266e0CQL.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIn the “Related queries” section, we can see keywords with “the biggest increase in search frequency since the last time period.”\u003c/p\u003e\u003cp\u003eThe percentage increase is listed on the right. (“Breakout” means that it was over 5,000%.)\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"related queries widget\" data-original=\"https://static.semrush.com/blog/uploads/media/a5/cf/a5cf257381af814eabf93ae109f441a4/c239e1c8df771abbbb71c602fc0b5ef1/original.png\" height=\"1488\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a5/cf/a5cf257381af814eabf93ae109f441a4/c239e1c8df771abbbb71c602fc0b5ef1/AD_4nXf4Z0u9bsl7VByA8tofkTu2J4sMzRM_XucMj_WWRdVSqGSi-3Ouen9UL2PM-xNmFeCJcTX88VEelgzBj1NEgUHZEAw8VK7-XqOgav6fE84gkAzxI8Zox2KYmvaJZMi0XqN7qJTXlfzytQb1BZ7w953MmJrg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBy quickly creating content around these keywords, you can gain valuable rankings. Before your competitors even realize the terms are popular.\u003c/p\u003e\u003cp\u003eYou can also anticipate keyword trends by:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eKeeping up with industry news\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSeeing what relevant communities talk about on social media\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSpeaking to or surveying your customers\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eKeyword Research Tools\u003c/h2\u003e\u003cp\u003eWe’ve already shared some options, but let’s look at some of the best and most popular tools for SEO keyword research:\u003c/p\u003e\u003ch3\u003eSemrush Keyword Research Tools\u003c/h3\u003e\u003cp\u003eHere’s a quick summary of Semrush’s \u003ca href=\"https://www.semrush.com/features/keyword-research-toolkit/\" style=\"text-decoration:none\"\u003eSEO keyword research tools\u003c/a\u003e (many of which we’ve discussed in this guide):\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eKeyword Overview\u003c/strong\u003e\u003c/a\u003e: Gather metrics for up to 100 keywords at once\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/organic/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eOrganic Research\u003c/strong\u003e\u003c/a\u003e: Enter a domain or URL to see what keywords it ranks for \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eKeyword Magic Tool\u003c/strong\u003e\u003c/a\u003e: Use a seed keyword to search our huge keyword database\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordgap/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eKeyword Gap\u003c/strong\u003e\u003c/a\u003e: Compare your keyword rankings against competitors’\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordmanager/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eKeyword Strategy Builder\u003c/strong\u003e\u003c/a\u003e: Plan effective topic clusters to target your keywords \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/organic/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eOrganic Traffic Insights\u003c/strong\u003e\u003c/a\u003e: Combine keyword data from Google Analytics, GSC, and Semrush\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/signup/\" style=\"text-decoration:none\"\u003eCreate a free Semrush account\u003c/a\u003e (no credit card needed) to try them out right away. You’ll also get access to other SEO tools.\u003c/p\u003e\u003ch3\u003eSERP Gap Analyzer\u003c/h3\u003e\u003cp\u003eUse the \u003ca href=\"https://www.semrush.com/apps/serp-gap-analyzer/\" style=\"text-decoration:none\"\u003eSERP Gap Analyzer\u003c/a\u003e app to find keywords competitors rank highly for with weak content. Which reveals great opportunities to get ahead.\u003c/p\u003e\u003cp\u003eAll you have to do is enter your domain and a relevant topic. Then, wait for the app to create your report.\u003c/p\u003e\u003cp\u003eYou’ll see a variety of keyword suggestions and a difficulty rating for each:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"serp gap analyzer tool\" data-original=\"https://static.semrush.com/blog/uploads/media/6d/22/6d2299eb9ca7e8699a6149477144e800/2232113145a0d188341e453355b2c354/original.png\" height=\"923\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6d/22/6d2299eb9ca7e8699a6149477144e800/2232113145a0d188341e453355b2c354/AD_4nXcwrbtp1EMz5YjdBr9mZRUNMPCE3mwQvhJeogNVw0l-3I8Pj2vnZ0icU1Euk1CdxIcwT96qebcQzWRLMbSmCRjzFMDalZhxuOJMiYSqs3f49jOg6lqA4YCHrptWXp1tWYb0v0MW5c8lBkI_v8SzVaC0ugo8.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eView details\u003c/strong\u003e” to see weaknesses in the top-ranking content. \u003c/p\u003e\u003cp\u003eThis gives you a good idea of what you must do to outrank your competitors.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"view details dropdown highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/b0/05/b0054819c987b2b9abe5e207fbb92286/0c205f74d30e57acd716e73b9eb84c92/original.png\" height=\"782\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b0/05/b0054819c987b2b9abe5e207fbb92286/0c205f74d30e57acd716e73b9eb84c92/AD_4nXdhBscWlBtiY5YvYKr_xQlalfNq4rcDhl-G1sQgvIkoDs2p-ewAjg42MJKtDwVr4TqfI1vbrefGTwlqBL64Shqb3MSexnuvnb5wqnSAl1HXmovkhec3W8P8oYF_Ru0eoVLF3VpWQtc6fPHEgd9RHg8I4hs.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can then click “\u003cstrong\u003eGenerate Content\u003c/strong\u003e” to get an AI-generated title, content brief, article, or meta description for your keyword.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"generate content button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/86/aa/86aa3eddad5a85b9aa1843ad7e1cbbda/42492a79e6f23952f05947575987d1ac/original.png\" height=\"737\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/86/aa/86aa3eddad5a85b9aa1843ad7e1cbbda/42492a79e6f23952f05947575987d1ac/AD_4nXebCW6kuoXtm0vd6m_NUffa-vOIm8Mz6Z-5yZGwDbFFUWw_i6LO_ECM5z2mzHRaIaX_rvPsmAQteE6MpIWkAjMEABmchxRDjppQWW5xYxhv_2sZs86dDFvSZoQ4qfaDzggE6-Lsv-Jp9RqCNzx6Fd6yH6Qx.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eCheck out other \u003c/em\u003e\u003ca href=\"https://www.semrush.com/apps/collection/keyword-research/\"\u003e\u003cem\u003ekeyword research apps\u003c/em\u003e\u003c/a\u003e\u003cem\u003e and \u003c/em\u003e\u003ca href=\"https://www.semrush.com/apps/collection/content-creation/\"\u003e\u003cem\u003econtent creation apps\u003c/em\u003e\u003c/a\u003e\u003cem\u003e in the Semrush App Center.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eGoogle Search Console\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/google-search-console/\" style=\"text-decoration:none\"\u003eGoogle Search Console (GSC)\u003c/a\u003e shows up to 1,000 of the most popular keywords your site ranks for.\u003c/p\u003e\u003cp\u003eAfter \u003ca href=\"https://search.google.com/search-console/\" style=\"text-decoration:none\"\u003esigning in\u003c/a\u003e, go to “\u003cstrong\u003ePerformance\u003c/strong\u003e” \u0026gt; “\u003cstrong\u003eSearch results\u003c/strong\u003e.” And check all the boxes at the top.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"search results report highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/eb/95/eb95085073da16bfa9cef84aa2297d1d/3d07978558934205056e3073aabdbf95/original.png\" height=\"720\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/eb/95/eb95085073da16bfa9cef84aa2297d1d/3d07978558934205056e3073aabdbf95/AD_4nXek0ykf9N-HUV5W0uWBPhLyEps8MLEZsL7D9u_Y4--jNRAS2p-Ne3EdYrKm-26q56B1dWGtQiXsgtLCNF1fPRTvCggxkNuL4WyNu7uVHmeOkVUIDxxPO9gp6jG_yAWHH-gI8z5sPfdGfUUYrVwsqXjXEujT.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, scroll down to the “Queries” table.\u003c/p\u003e\u003cp\u003eIn addition to the keywords, you’ll see the following metrics for your selected date range:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eClicks\u003c/strong\u003e: The number of clicks your result was clicked\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eImpressions\u003c/strong\u003e: The number of times your search result was seen\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCTR\u003c/strong\u003e: The click-through rate, which is the percentage of impressions that generate clicks\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePosition\u003c/strong\u003e: The average ranking of your highest result for each query\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"queries list shows keywords and data for each\" data-original=\"https://static.semrush.com/blog/uploads/media/4a/e2/4ae29d83df2d332f9d83f1673882fdc7/ec089ab69c4759792f6802daf94105a9/original.png\" height=\"1029\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4a/e2/4ae29d83df2d332f9d83f1673882fdc7/ec089ab69c4759792f6802daf94105a9/AD_4nXdJgfuC2tIgF9yX4ipQsMq-YkzaR_eKEqVE1Nq1WRXgdEUretsa5shjYA5yNAp7yHANJQmjhDsHcwCklRQYzVsLLEVt2D7Fqy7S4XYYkXpn708x3CbQ-urH2VcOIcXZNzusmnskdBsgVdFiTUmAVkhGiGU.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/kb/857-google-analytics-and-search-console\" style=\"text-decoration:none\"\u003eIntegrate GSC with your Semrush account\u003c/a\u003e (along with Google Analytics) to get valuable keyword insights in one place.\u003c/p\u003e\u003ch3\u003eGoogle Keyword Planner\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://ads.google.com/home/tools/keyword-planner/\" style=\"text-decoration:none\"\u003eGoogle Keyword Planner\u003c/a\u003e had long been a go-to free keyword research tool for many marketers. But it’s become increasingly difficult to get exact search volume data in the tool.\u003c/p\u003e\u003cp\u003eStill, it can be a valuable tool if you’re on a tight budget.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"google keyword planner tool\" data-original=\"https://static.semrush.com/blog/uploads/media/9e/0a/9e0ac4cd57b938810ba6eb5d73945ee4/b135050c49fe46276b1d150ea556a360/original.png\" height=\"886\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/9e/0a/9e0ac4cd57b938810ba6eb5d73945ee4/b135050c49fe46276b1d150ea556a360/AD_4nXc29HLnDR6_uE8U9JilY859cix95memRjF0kE67t7lg0N8H2CTnbhzpfulBsA4yKoPQI6xu3Qu8zaaYpQ4YrXsEtVa_syFgk9K6kg-B32C5q1NZyWCrb3ErTNiTLozoUvnLNLSjehR-jqTOWvrPuanyadof.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eJust keep in mind that Keyword Planner is made for \u003ca href=\"https://www.semrush.com/blog/google-advertising/\" style=\"text-decoration:none\"\u003eGoogle Ads\u003c/a\u003e users. It doesn’t provide any information about organic ranking difficulty, search intent, etc.\u003c/p\u003e\u003ch3\u003eGoogle Trends\u003c/h3\u003e\u003cp\u003eAlthough not exactly a keyword research tool, \u003ca href=\"https://trends.google.com/trends/\" style=\"text-decoration:none\"\u003eGoogle Trends can be very useful\u003c/a\u003e when it comes to:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eFinding trending topics\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eComparing the popularity of two or more products/services\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eEstimating the long-term popularity of a keyword or topic\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"dry dog food vs wet dog food in google trends shows dry dog food is consistently searched more than wet dog food\" data-original=\"https://static.semrush.com/blog/uploads/media/c3/22/c32280c78ac3736ca0931c3f737a55bf/ed3f5a11deffe727015a40ca96eca99c/original.png\" height=\"1162\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c3/22/c32280c78ac3736ca0931c3f737a55bf/ed3f5a11deffe727015a40ca96eca99c/AD_4nXegeRIFlZvtXkICthnx4wPFd_pCnWwbvTvgTRp_CGtpu28TU-rPLXJ0he8_9tmzK25StYNTzvrqNehy5hACUQHk0aOtU0ZIE2_SlzSLazssVJ2orTFONeEIsdqr1QqXNKVXylCLwQKwxjyisZnru_4Eq4sa.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eTrack Your Keyword Rankings and Keep Improving\u003c/h2\u003e\u003cp\u003eOne of the best ways to measure the success of your keyword research and optimization strategy is to \u003ca href=\"https://www.semrush.com/blog/google-keyword-ranking/\" style=\"text-decoration:none\"\u003etrack your Google rankings\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eSemrush’s \u003ca href=\"https://www.semrush.com/position-tracking/\" style=\"text-decoration:none\"\u003ePosition Tracking\u003c/a\u003e tool makes it easy to see how things are going.\u003c/p\u003e\u003cp\u003eJust import your keywords from \u003ca href=\"https://www.semrush.com/analytics/keywordmanager/\" style=\"text-decoration:none\"\u003eKeyword Strategy Builder\u003c/a\u003e (or elsewhere). \u003c/p\u003e\u003cp\u003eThen, watch how your overall visibility and individual rankings change over time.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"semrush position tracking tool shows visibility graph and rankings overview report\" data-original=\"https://static.semrush.com/blog/uploads/media/15/24/152463bb3f3dd0ac8133c3cc1473e855/4a7075c13f1b470a13ef3b83341300a8/original.png\" height=\"1202\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/15/24/152463bb3f3dd0ac8133c3cc1473e855/4a7075c13f1b470a13ef3b83341300a8/AD_4nXcLBSq2P6KMRUFKXNi6YoxJ1ZoQouWTKqDnotf1C3FY6KNQrKOjFokhZveQVMhoW8GEkvFoY_1j5p_cjUg8J0x2cVZCBK8HiXt_zV4xZlEob0gZyRSI4I-ND_1feIusvrr-sh0acoMSXuTeS4LmvwNEFopc.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eDon’t forget to keep adding new keywords as you target them.\u003c/p\u003e\u003cp\u003eWe recommend that you conduct keyword research every few months at a minimum. So you can capitalize on new ranking opportunities and keep growing your traffic.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Find, Analyze, and Track Keywords\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":{"0":{"language":"it","url":"ricerca-parole-chiave-seo-guida/","title":"Ricerca di Parole Chiave per la SEO: Guida Dettagliata in 3 Passi e Quali Strumenti Usare"},"1":{"language":"es","url":"estudio-de-palabras-clave-para-seo/","title":"Estudio de palabras clave: guía SEO 2022"},"3":{"language":"de","url":"keyword-recherche/","title":"Keyword Recherche einfach erklärt: Die richtigen Keywords finden"},"4":{"language":"pt","url":"pesquisa-de-palavras-chave/","title":"Como fazer pesquisa de palavras-chave para SEO (um guia com 3 etapas)"}},"category":{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","metaTitle":"Keyword Research - Semrush Blog","metaDescription":"Keyword research is the foundation of almost every SEO strategy. Here is everything you need to know.","parent":{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","metaTitle":"SEO - Semrush Blog","metaDescription":"Search engine optimization is the foundation of any digital marketing strategy. Here is everything you need to know.","parent":null,"template":"category-default","productWidget":null,"customProductWidgetId":null,"children":[]},"children":[],"template":"subcategory-default","productWidget":"keywordOverview","customProductWidgetId":3},"background":"yellowIllust","timeToRead":19,"tableOfContent":true,"deindex":false,"metrics":null,"related":[4383,7588,3835,10155],"translated":[{"language":"it","url":"ricerca-parole-chiave-seo-guida/","title":"Ricerca di Parole Chiave per la SEO: Guida Dettagliata in 3 Passi e Quali Strumenti Usare"},{"language":"es","url":"estudio-de-palabras-clave-para-seo/","title":"Estudio de palabras clave: guía SEO 2022"},{"language":"de","url":"keyword-recherche/","title":"Keyword Recherche einfach erklärt: Die richtigen Keywords finden"},{"language":"pt","url":"pesquisa-de-palavras-chave/","title":"Como fazer pesquisa de palavras-chave para SEO (um guia com 3 etapas)"}],"mainUrl":"","contributors":[{"id":202082801,"name":"Sydney Go"},{"id":217785329,"name":"Simon Fogg"}]},"categoriesTree":[{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":153,"name":"On-page SEO","slug":"on-page-seo","lang":"en","description":"On-page SEO is the key to making your web pages more relevant and user-friendly for both users and search engines. Learn how to apply the latest techniques, tools, and best practices from the top on-page SEO experts.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":7,"name":"Link Building","slug":"link-building","lang":"en","description":"Link building is one of the most effective SEO strategies to boost your website’s performance. Check out these resources and learn how to build high-quality links from the best link-building experts.","productWidget":"backlinksAnalytics","customProductWidgetId":1,"children":[]},{"id":6,"name":"Local SEO","slug":"local-seo","lang":"en","description":"Local SEO is essential for businesses targeting specific areas. Dive into expert tips, tools, and best practices to boost your local online presence and connect effectively with your community.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":5,"name":"Technical SEO","slug":"technical-seo","lang":"en","description":"Technical SEO is key to helping search engines find, crawl, and index the pages on your site. Check out these resources to learn how to improve your site’s speed, crawlability, indexability, and more.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","productWidget":null,"customProductWidgetId":null,"children":[{"id":339,"name":"General Marketing","slug":"general-marketing","lang":"en","description":"Whether you‘re new to marketing or a seasoned pro, our General Marketing category offers tips, tools, and expert advice to boost your marketing efforts. Learn from top experts and enhance your marketing skills.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":11,"name":"Content","slug":"content","lang":"en","description":"Content is at the heart of effective online communication. Explore the fundamentals of content creation, blogging tips, and effective storytelling to boost your online presence and engage your audience.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[{"id":166,"name":"Content Creation","slug":"content-creation","lang":"en","description":"Content creation requires research and development before you put words on the page. Get content creations tips and more by reading our blog posts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":15,"name":"Social Media","slug":"social-media","lang":"en","description":"Social media is key for your online presence. 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