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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 Marketing: 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/ajdin-perco/">Ajdin Perco</a></p><span data-test="date">Sep 16, 2024</span><span data-test="time-to-read">11 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/205718513/">Christine Skopec</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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href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fkeyword-marketing%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Keyword+Marketing%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 16 16" width="16" height="16" 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-marketing%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 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use 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</p><p>Getting your pages displayed in search results for certain keywords can help you reach those users. And ultimately drive site visits and sales.</p><p>In this piece, we’ll show you how to use keyword marketing to get better results from your paid and unpaid search efforts. </p><h2 id="what-is-keyword-marketing">What Is Keyword Marketing?</h2><p>Keyword marketing involves selecting and using search terms that are relevant to your business for your ads and website content. To increase the chances of gaining visibility when users enter those terms in search engines. </p><p>When done right, it helps your content appear in organic (meaning unpaid) search results—the standard blue links. And in the case of ads, it can help you appear in <a href="https://www.semrush.com/blog/what-is-ppc/" style="text-decoration:none">pay-per-click (PPC)</a> ads—the paid portion. </p><figure class="easyimage easyimage-side"><picture><img alt="Paid and organic results on Google" data-original="https://static.semrush.com/blog/uploads/media/fb/74/fb74127a2da713c023ab051c426b7d07/313b523367eafc98147fdf3d0e12a7e9/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fb/74/fb74127a2da713c023ab051c426b7d07/313b523367eafc98147fdf3d0e12a7e9/AD_4nXdwiNxWIPT_u4MSa6ebv_Xv9G_l7LeoeD5Gig1sXDM3FrIXHy3SCoBU-na51QL-kgFpK2sBySmAImMXwUC6yqAHNW6hLqdNzD-chvpkWKkKAv_8JkbjDkr7ljJPilzKbuOG1iXErgdLiAQlZjX2R_zBa9BW.png" width="1010" height="1591"/></picture></figure><p>Keyword marketing enables you to reach the right people. And show them the kinds of content, products, and/or services they’re interested in.</p><h2 id="why-are-keywords-important-in-marketing">Why Are Keywords Important in Marketing?</h2><p>Strategically using keywords allows you to appear prominently in search engines. Which can translate to more website traffic, leads, and revenue.</p><p>And while you might be tempted to think that ads do this best, that isn't always the case.</p><p>In fact, <a href="https://x.com/sejournal/status/1021298484865974272" style="text-decoration:none">one poll</a> found that about 49% of digital marketers say organic search yields the highest return on investment (ROI) for their websites out of the main digital marketing channels. And 19% say paid search offers the best return. </p><figure class="easyimage easyimage-side"><picture><img alt="Search Engine Journal Twitter Poll" data-original="https://static.semrush.com/blog/uploads/media/7a/08/7a08cef34baa1c500cdf86183d15f6ff/8316bfca7c7084b270c97ea261e21c81/original.png" height="895" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7a/08/7a08cef34baa1c500cdf86183d15f6ff/8316bfca7c7084b270c97ea261e21c81/AD_4nXf1wLlVtSLodIXAjGlYmo_klLnPa14EDUfF-p9ARbcj4V_NVsoGPtijQ_lBlZw6cay6HULJeGByHhZbwSrN1MbARGqYl8ZX21-CZC9zn_EgRTKgrbpskjJJBzlPxhyAaDLAUA574aEQc6EN-5ecNHx9TNdy.png" width="1010"/></picture></figure><p>Another advantage of keyword marketing is that you can measure performance. </p><p>Each keyword has an approximate number of monthly searches. And you can track how many of those searches end up on your site. </p><h2 id="how-to-find-and-use-keywords-for-advertising">How to Find and Use Keywords for Advertising</h2><p>If you're trying to quickly drive conversions or make searchers aware of your brand, ads are a great choice. Just know that results dry up as soon as you stop running them.</p><p>Let’s explore this process.</p><h3 id="1--identify-relevant-ppc-keywords">1. Identify Relevant PPC Keywords</h3><p>Finding the right PPC keywords ensures they align with your business's campaign. And you can do that through keyword research.</p><p>Let’s say you sell athletic shoes.</p><p>Start by brainstorming some broad terms related to your products. Like these:</p><ul> <li style="list-style-type:disc">“running shoes”</li> <li style="list-style-type:disc">“trainers”</li> <li style="list-style-type:disc">“sneakers”</li> <li style="list-style-type:disc">“athletic shoes”</li></ul><p>This list can now help you discover more keywords. To do that, head to Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>. </p><p>Start with one of your broad terms and click “<strong>Search</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool start with 'running shoes' in keyword field and arrow pointing to 'Search' button" data-original="https://static.semrush.com/blog/uploads/media/d8/28/d828f1c780527fd2f15b460b0086bcd7/6cee8a9a143bce579966603e531a4376/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d8/28/d828f1c780527fd2f15b460b0086bcd7/6cee8a9a143bce579966603e531a4376/AD_4nXfnj89hCyvIuVfHARuVycjkW4JkyT3F_tw4ukbiTeTQBrCu-wydTjdbIszll3U8HKI3JJCt6M0zp_HwBbR3vR8v0aavurBbIA9bdzBPM1SGjHTqibppo9U_HdFIEJ3SWYpQ9on2WVSviiyAJAZ1HYMZxZWB.png" width="1010" height="614"/></picture></figure><p>The tool will return keyword suggestions based on your starting term. </p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool report showing broad match keywords for 'running shoes'" data-original="https://static.semrush.com/blog/uploads/media/b6/7d/b67d37408db08d99d3f82940737d5f55/74b702669a3e8950a0148126cbc60a66/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b6/7d/b67d37408db08d99d3f82940737d5f55/74b702669a3e8950a0148126cbc60a66/AD_4nXfnwXxpK6hnMLrbuir7yz2QDbqvM8AJa3ufrIeOrzyVavVtSJBtBe98CpVE4JSyFNAYLz9njoY4MqNUIYndlSflDwWWy6-NTOKajWsRnpqLNty90zw0fzxo8xpe2OADv6IXRV0bUr9ZDqALyzftQsaOb-WP.png" width="1010" height="1086"/></picture></figure><p>You can then review this list to identify keywords that align with your PPC campaign’s objectives. </p><p>The first thing to take into account is <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">search intent</a>—what the searcher is looking to achieve. And there are several types of search intent. </p><figure class="easyimage easyimage-side"><picture><img alt="Four types of search intent with brief explanation and example" data-original="https://static.semrush.com/blog/uploads/media/48/c4/48c4f311f42f471dc9014d2b79f9d506/bf74270d4acfb68579781aab8211597f/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/48/c4/48c4f311f42f471dc9014d2b79f9d506/bf74270d4acfb68579781aab8211597f/AD_4nXfOHxGPwjH1GJDuhKqjT-IcgtqCcVUE6mf6MEifvBCI-QS12ns6xgiOzH7nr4tgtpdV-2T-qBbj749zGFRH98Vh239T2NWl3b3V5cYvUL-8YC0z8Ja5dHLDQBjy0qY-hPriR18ecQSIs4zdqybYDtzjW4k.png" width="1010" height="917"/></picture></figure><p>For example, your goal might be to sell a particular product. This requires you to identify <a href="https://www.semrush.com/blog/buyer-keywords/" style="text-decoration:none">buyer intent</a> keywords (i.e., commercial and transactional terms) that indicate a searcher is likely to make a purchase. </p><p>Here are a few other factors to consider when identifying relevant keywords:</p><ul> <li style="list-style-type:disc"><strong>Search volume (Volume)</strong>: This is the average number of searches the term gets each month. Ideally, you want to pick keywords that people search frequently to help drive as many people to your offer as possible. </li> <li style="list-style-type:disc"><strong>Cost per click (CPC)</strong>: This is the average amount advertisers pay for each click on one of their PPC ads. You can get more value out of your budget by opting for keywords with low CPC. But keep in mind that a high CPC also suggests the term is valuable and likely to convert.</li></ul><figure class="easyimage easyimage-side"><picture><img alt="Keyword table with Volume and CPC columns highlighted" data-original="https://static.semrush.com/blog/uploads/media/d8/61/d861108a9fee82e9b27630ba2cef8052/9279206c909751aae15d3ef6bb4209c1/original.png" height="1130" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d8/61/d861108a9fee82e9b27630ba2cef8052/9279206c909751aae15d3ef6bb4209c1/AD_4nXf6EzdWHQenqzpSiKH6ebjhGacNlNCXA_eViXJxugrSqh0TTccT0NYRFI35QVBBqBY6wVuE9qdhMqe37OwqMsDZ3rIGawvD_1PO4zjL1WHYmUngKPES_q4ebwNYxHMa0s8a-yBK-zFFBIB-LXXfWUdhtlac.png" width="1010"/></picture></figure><p>You can identify additional keywords by analyzing your competitors. To do that, head to Semrush’s <a href="https://www.semrush.com/analytics/adwords/positions" style="text-decoration:none">Advertising Research</a> tool. </p><p>Enter a competitor’s URL and hit “<strong>Search</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="Advertising Research start with domain entered and arrow pointing to 'Search' button" data-original="https://static.semrush.com/blog/uploads/media/38/30/3830b026f6e2e0ea74af11407dbb1b26/707a8a31a9ed15b4fe7a9931c2e03ed0/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/38/30/3830b026f6e2e0ea74af11407dbb1b26/707a8a31a9ed15b4fe7a9931c2e03ed0/AD_4nXd-i5y0lwYHh3o_UCvKFQGgfVvF2PJXTeSEHQOvJW8FnuLshvxza3YAgNpHL6bMul2lctIdQ5Jc9lx0dQNFM-3IihIJnSMUNyW8XVMr3Gy-lQyUKhQGwPZK3yiCSNTsgaOM4IHJsZLGXwcWzD22wGpUA2c.png" width="1010" height="512"/></picture></figure><p>You’ll now see a list of keywords that competitor’s ads appear for. </p><figure class="easyimage easyimage-side"><picture><img alt="Position tab with Keyword and URL columns highlighted in Paid Search Positions table" data-original="https://static.semrush.com/blog/uploads/media/8b/4a/8b4a6c56c2112cd2aceb12b9c07f4ffe/bc03ae235984e7f0dae0142110eae2e4/original.png" height="1065" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8b/4a/8b4a6c56c2112cd2aceb12b9c07f4ffe/bc03ae235984e7f0dae0142110eae2e4/AD_4nXflW3F5vm_rsF-gkUgMPog-NruYy6jgv0gZZTGht3ADhPZFW5b8TlLe3ejog2RIdOAu1YLavZI0NaqkIkM0KTgL0-KI3itb8kGspc5DGpVUxZv4dqbjSzm8n8w_6_4yvgqMy57N7Y5l5knWNj0oC6hy1KF0.png" width="1010"/></picture></figure><p>You can then work your way through these keywords. And take note of those that fit your criteria and PPC campaign’s goals. </p><div></div><h3 id="2--create-keyword-groups">2. Create Keyword Groups</h3><p>Creating keyword groups helps you organize your campaign’s structure and ensure each ad reaches the intended searchers. </p><p>If your business is an athletic footwear brand and uses <a href="https://www.semrush.com/blog/paid-search-ads/" style="text-decoration:none">search ads</a> to sell running shoes, one of your keyword groups could look like this: </p><ul> <li style="list-style-type:disc">“best running shoes for men”</li> <li style="list-style-type:disc">“best mens running shoes”</li> <li style="list-style-type:disc">“mens running shoes best”</li> <li style="list-style-type:disc">“best trail running shoes for men”</li> <li style="list-style-type:disc">“best shoes for running men”</li></ul><p>To perform keyword grouping, first analyze your keywords for common themes, products, audience types, use cases, or user intents. And keep in mind that keywords within each group should be satisfied by similar ad copy and landing pages. </p><p>Then, create initial groups based on these similarities. You can use spreadsheet tools for this purpose. </p><p>Aim for relatively small, focused groups of 10-20 closely related keywords. And name each group descriptively. </p><p>Now, you can align your ad copy and landing pages with each group's theme. </p><h3 id="3--create-compelling-ads">3. Create Compelling Ads</h3><p>Your ad copy needs to incentivize searchers to click on your search ad. To achieve that, you’ll need to write compelling copy that accurately reflects your offer.</p><p>The specific text components include:</p><ul> <li style="list-style-type:disc"><strong>Display path</strong>: This is the URL shown in the ad, giving users an idea of where they'll land if they click. It doesn't have to be the exact URL, but should represent the page's content.</li> <li style="list-style-type:disc"><strong>Headlines</strong>: These are the most prominent parts in your ad, shown in larger, blue font. Ads typically display two to three headlines, and they should convey your main message.</li> <li style="list-style-type:disc"><strong>Description</strong>: This is the body text of your ad, providing more details about your offer, product, or service. It gives you space to expand on your headlines and include additional selling points.</li></ul><p>Here’s an actual ad with these components. </p><figure class="easyimage easyimage-side"><picture><img alt="monday.com Google ad showing display path, headline, and description" data-original="https://static.semrush.com/blog/uploads/media/b3/d7/b3d75d27fb3e97c7291c673af1ca5df6/dac1a866104e2af1ab6d1a14aa22c734/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b3/d7/b3d75d27fb3e97c7291c673af1ca5df6/dac1a866104e2af1ab6d1a14aa22c734/AD_4nXfiDstWoY0E4Nc3HN3JbbANzAm_1aH_Nj-wrNvqCPM7GDhwmcw10kqCFzFHa4Avzam8dETCekVgU_LDhiGuvFjAlDpqe8M4QP8jQuQprDp4WhBPTdYef-Zv-A3p4NwMl05l0jQuf2YB-nQeFUoZztryVbM.png" width="1010" height="438"/></picture></figure><p>Your copy should include relevant target keywords. Many brands also add their unique selling propositions (USPs) in the headlines to stand out. </p><p>For example, a footwear brand might add USPs like “ultra-lightweight design” or “advanced shock absorption” in their headlines. </p><p>Your descriptions should always include <a href="https://www.semrush.com/blog/what-is-a-call-to-action/" style="text-decoration:none">calls to action (CTAs)</a> like “buy,” “try,” “join,” “discover,” etc.</p><p>And you can also include ad assets. These are additional pieces of content (like images and links to additional pages) that help your ad take up more real estate and stand out.</p><p>Here’s an example of a few ad assets:</p><figure class="easyimage easyimage-side"><picture><img alt="Google ad example with ad assets highlighted" data-original="https://static.semrush.com/blog/uploads/media/1b/15/1b15c8555e7ce5eb4f6d77ad7992a2af/9fb2a887f6f843a31aeb48501b93274b/original.png" height="565" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1b/15/1b15c8555e7ce5eb4f6d77ad7992a2af/9fb2a887f6f843a31aeb48501b93274b/AD_4nXdnOFxMjf77p3DgLxje5qaLJClmjFn1bRD_IP93o0yEXTqvxAgPJPOTzF4c49dgBkKP6hnjjlvkI7WfeEULX2om4U5Il-r3X2j-pwmAGwTE_YFTyYToUisMzgok2krDlHN1hzZOYpiKlLoQ65APkY7soB0.png" width="1010"/></picture></figure><h3 id="4--launch-and-monitor-your-ppc-campaigns">4. Launch and Monitor Your PPC Campaigns</h3><p><a href="https://www.semrush.com/blog/paid-search-ads/" style="text-decoration:none">Launching PPC campaigns</a> involves setting up your campaign budget, detailing keyword groups, adding ad copy, specifying location settings, and then hitting publish on your paid ad. You may also need to enter your billing information if you haven’t done it before. </p><p>But launching search ads is only the beginning. </p><p>You also need to monitor your search ad campaigns to learn which keywords drive results and which don’t. </p><p>Here are some metrics you can track to assess your ad performance:</p><ul> <li style="list-style-type:disc"><strong>Conversion rate</strong>: The percentage of ad clicks that ended in conversions</li> <li style="list-style-type:disc"><strong>CPC</strong>: The amount you paid for each ad click</li> <li style="list-style-type:disc"><strong>Click-through rate</strong>: The percentage of people who click on an ad or link after seeing it</li></ul><p>You can find these metrics in your Google Ads dashboard (note that you need to set up conversion tracking to have access to related metrics):</p><figure class="easyimage easyimage-side"><picture><img alt="Google Ads dashboard showing Campaigns report" data-original="https://static.semrush.com/blog/uploads/media/d4/04/d404c88233e56b37251ccf93d12868f6/68a97a655e22fff91cc0ac3ac9144a7d/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d4/04/d404c88233e56b37251ccf93d12868f6/68a97a655e22fff91cc0ac3ac9144a7d/AD_4nXfRVE9V-Zyf0_qeIL0u0pRvkKzEfoNL3QO9zh56HMr7_gr9cFj26y2xWWGHAkzow7VbsTLhnJa5PV5H16psLCzANlxEKtmqQR7oW6JUX_mKrdM8ts99Z16YfrsX6lhDPQkSr5T7u-9JSWOKi0GFKlD9hck.png"/></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 our </em><a href="https://www.semrush.com/blog/google-ads-account/"><em>Google Ads account guide</em></a><em> to learn more about how to get set up.</em></p></div></aside><p>Analyzing each of the above metrics can reveal useful insights. </p><p>For instance, a falling conversion rate signals there’s a discrepancy between the ad and the landing page. Or, a rising CPC might indicate more competition has started bidding on your keywords. </p><p>You can learn more about how to manage your campaigns in <a href="https://www.semrush.com/blog/ppc-management/" style="text-decoration:none">our PPC management guide</a>. </p><h2 id="how-to-find-and-use-keywords-for-seo">How to Find and Use Keywords for SEO</h2><p>If you’re trying to establish a long-term organic presence in search results, SEO is a great choice. Just know that SEO is slow to start but can yield results for months or even years. </p><p>Let’s explore this process. </p><h3 id="1--identify-relevant-seo-keywords">1. Identify Relevant SEO Keywords</h3><p>Finding the right SEO keywords helps you drive qualified search traffic that’s more likely to convert. And you can do that through keyword research. </p><p>Start by identifying a seed term (a broad topic or main concept that you want to create content around). </p><p>If you’re launching a blog on nutritious eating, for instance, one of your seed keywords can be “healthy lifestyle” or “healthy eating.” </p><p>The <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a> can help you get many keyword suggestions based on your seed keyword.</p><p>Head to the tool, enter your seed keyword, and click “<strong>Search</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool start with 'healthy lifestyle' in keyword field and arrow pointing to 'Search' button" data-original="https://static.semrush.com/blog/uploads/media/eb/f6/ebf6efafcabb945ba86a10e5640cc855/074ed7eef27c1704e016b4a3507b0d00/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/eb/f6/ebf6efafcabb945ba86a10e5640cc855/074ed7eef27c1704e016b4a3507b0d00/AD_4nXeL3CgIvlOqnF4xDEdk05c8tQ-36zsz8D6e9dZUzWvW8JMTTbIrO-NjBdepskRykKBSHMgvdkDJ1xduL-ZuoO5nBOi4u0WaexOxpQjpjjlTZRYMkDh0bDfYh3_Xoh791lZz-xvgtCFX63kTHwuOoNhuJcg.png" width="1010" height="621"/></picture></figure><p>You’ll now see a list of keywords related to your seed term. </p><p>Now, select keywords that closely align with your brand.</p><figure class="easyimage easyimage-side"><picture><img alt="Broad match keywords report with Keywords column highlighted" data-original="https://static.semrush.com/blog/uploads/media/cb/03/cb0362b8ab03d89dd614d5361e240e28/abd909c179275ff6b87cefae7885b75a/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/cb/03/cb0362b8ab03d89dd614d5361e240e28/abd909c179275ff6b87cefae7885b75a/AD_4nXf_Sjs8kHbbCFt9OaaQux_noBUDtodL4h39_LlC-wNYyrikmYfo6NHpk3dCnLk8jQzkNMppdBaZ1t0fhuuZ5vEwrDDm-ZiskJUZzSrYSI3JAt504CossUMMAKpKxXchy0dQnAJ2k2TliuVSBVYhi7Ybfc8.png" width="1010" height="1098"/></picture></figure><p>Another way to find relevant SEO keywords is to conduct a keyword gap analysis. Which reveals the keywords your competitors rank for but you don’t. </p><p>To do that, head to Semrush’s <a href="https://www.semrush.com/analytics/keywordgap/" style="text-decoration:none">Keyword Gap</a> tool. </p><p>Add your domain and those of your competitors and click “<strong>Compare</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="Semrush Keyword Gap start with domains entered and arrow pointing to Compare button" data-original="https://static.semrush.com/blog/uploads/media/c7/a1/c7a1b027f3d74742dae7bcf1b300c00c/5f61eda32ff8fe08252c5a97b40784f8/original.png" height="985" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c7/a1/c7a1b027f3d74742dae7bcf1b300c00c/5f61eda32ff8fe08252c5a97b40784f8/AD_4nXcbCXyP2fhv1RJ9Khx-IsoE7lboAF-Zy8sj8U3nd01EzMeKuoxOpRYqhmao80QtF1gEerepaBFQnoOgt8pC5g_2WgszY1hwY2WJoLsNjU9F-PfEQcIsX2Yekf-T44tXRenClUFzV516ncEQXwXhWCRM7VE.png" width="1010"/></picture></figure><p>Once on the main dashboard, click “<strong>Missing</strong>” just above the keyword list to see the terms your competitors rank for that you don’t. </p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Gap dashboard with missing keywords table highlighted" data-original="https://static.semrush.com/blog/uploads/media/c6/5f/c65ffb2ab1ba3752b6cee838c3e8c7d8/6ea66f7e8b58ca9a1bf9910e98393e99/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c6/5f/c65ffb2ab1ba3752b6cee838c3e8c7d8/6ea66f7e8b58ca9a1bf9910e98393e99/AD_4nXeCGddwOYWCMljrPraLtLTcY8DXcppO2efLeT0LPKbxCqlSdOMjXHCMEyzyAzSsdmWq1ScZ1mZN45WRnqUAubbsjpWi1FyPvt2TNFc2Nan6nr8EFoadR__q_JouQTduQakJx1ogEkwEHavWaFBfzmrQEHzx.png" width="1010" height="1600"/></picture></figure><p>Review these keywords and mark those you find interesting. Add them to the list of the terms you identified when basing your research around seed keywords.</p><div></div><h3 id="2--evaluate-and-choose-keywords">2. Evaluate and Choose Keywords</h3><p>Now that you have a list of keywords to choose from, it’s time to figure out which ones to target with your website content. </p><p>Our <a href="https://www.semrush.com/analytics/keywordoverview/" style="text-decoration:none">Keyword Overview</a> tool can help with that. </p><p>Head to this tool, add your list of keywords, enter your domain, and hit “<strong>Search</strong>.” </p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Overview tool start with keywords and domain entered and arrow pointing to Search button" data-original="https://static.semrush.com/blog/uploads/media/fc/e5/fce595530ca44fe571e39543f4bb8fbb/78a9540f1a7a45581e9a131bdb426bc9/original.png" height="907" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fc/e5/fce595530ca44fe571e39543f4bb8fbb/78a9540f1a7a45581e9a131bdb426bc9/AD_4nXeg8fTlwiI5CwXd9w3azzKfvUUF_bUwq45rJAkIHhSQLB__p91nzUufF2ETPFHGqi_ppQbRCeK2iR_TOtrmHj6932jqiVfJdMHk3cxAp1Dsn9YvCqWRBTjQGpxeMBpWt7TmGGIjeV5JCm-LhQ1LQNoFsSD3.png" width="1010"/></picture></figure><p>You’ll then reach the “Bulk Analysis” dashboard. Which shows your keywords along with various metrics. </p><figure class="easyimage easyimage-side"><picture><img alt="Bulk keyword analysis table showing list of keywords with various metrics" data-original="https://static.semrush.com/blog/uploads/media/ae/03/ae03d96808567ee5356f4691cd7c667f/bcfc4a69a0204085deda97bd1f485542/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ae/03/ae03d96808567ee5356f4691cd7c667f/bcfc4a69a0204085deda97bd1f485542/AD_4nXch36czaYKGqDbF46O9kGpPC-De95Q7t_Y_q8tOdk_0WC8ztNMmHnCpqxydzVBZf3Tm8M4LwFEcdKlZ8zFuGv--b6FhKalqu_y3BkJcNYgQCPTwyu53R0emfj8g9PTnJK3NP694WXBeil3BmoPQa3Bmi16z.png" width="1010" height="575"/></picture></figure><p>Here’s how to use the data to decide which keywords you should pursue: </p><ul> <li style="list-style-type:disc"><strong>Relevant intent</strong>: Look for informational terms that lend themselves to organic search. Ranking for these terms often involves producing educational content. But you might also look for commercial and transactional terms you can use for product or service landing pages.</li> <li style="list-style-type:disc"><strong>Decent search volume</strong>: Prioritize keywords with a reasonable number of monthly searches—at least 100 is a good general rule of thumb. This data point is listed in the “Volume” column.</li> <li style="list-style-type:disc"><strong>Realistic difficulty</strong>: You want to go after keywords that your domain can feasibly rank for. So, look for the keywords with low Personal Keyword Difficulty (PKD %) scores—49% or lower. Because these represent terms your specific domain stands a good chance of ranking for.</li> <li style="list-style-type:disc"><strong>Trending topics</strong>: Look for keywords with monthly search volumes that are either stable or trending upward. You can find this data point in the “Trend” column. </li></ul><h3 id="3--analyze-search-intent-more-thoroughly">3. Analyze Search Intent More Thoroughly</h3><p>Now, analyze the search intent behind each keyword more in depth. So you know what kind of content you should create to stand a good chance of ranking. </p><p>Try to understand what kind of content <strong>type </strong>(e.g., blog posts and videos), <strong>format </strong>(e.g., opinion pieces and list posts), and <strong>angle </strong>is served.</p><p>For instance, let’s look at the search results for “healthy lifestyle tips.”</p><figure class="easyimage easyimage-side"><picture><img alt="Google SERP for 'healthy lifestyle tips'" data-original="https://static.semrush.com/blog/uploads/media/05/4b/054b25b2299117e255c804cb272b3e37/6007d04e407f3ee0a404149406c9d6c1/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/05/4b/054b25b2299117e255c804cb272b3e37/6007d04e407f3ee0a404149406c9d6c1/AD_4nXeBu86OKw655wcrMKguDnhXc_1cYisCZ9wipxvN74kBnSF_W3HxEHESrbBcJy1gBwnopDrjFuM6stCydNTkOU0KbSckxvmWXKlQUB5jX1ASLut_6QUsg5nX3Prh9PCFVXVOVu_skEQZAVFAnudO4v4nJtzM.png"/></picture></figure><p>We can conclude that to rank for this term, you’ll need to create a list-style article that contains:</p><ul> <li style="list-style-type:disc">10+ actionable tips</li> <li style="list-style-type:disc">A skimmable structure</li> <li style="list-style-type:disc">Expert input</li> <li style="list-style-type:disc">Well over 1,000 words</li></ul><p>Let’s review MedicineNet’s article for even more insight.</p><p>For one, it’s written and reviewed by relevant experts whose titles are highlighted in the bylines.</p><figure class="easyimage easyimage-side"><picture><img alt="MedicineNet article with author and reviewer information highlighted" data-original="https://static.semrush.com/blog/uploads/media/92/25/9225e03d48e202f8bbbf40bfe8b9374f/b3b6da955d92cc836228aefc693ff03f/original.jpeg" loading="lazy" src="https://static.semrush.com/blog/uploads/media/92/25/9225e03d48e202f8bbbf40bfe8b9374f/b3b6da955d92cc836228aefc693ff03f/AD_4nXdxDIrLz6SXz4iRgpW7jbNdNx0KsRpX9mWm_TzN-IcF8_d8LWFWAHwnJYFP6SPMvp0YWWUO1bug_vFfMNcmMHBvt69pJRY0NPj6S6TyKkZ22JEASNX8Z2VvKRJg7ngbidjHG9ngxQ7s1r33YeKHbXEGuUVQ.jpeg"/></picture></figure><p>Second, the author is using relevant subheadings and bullet points to enable readers to skim through and find sections they are interested in. </p><figure class="easyimage easyimage-side"><picture><img alt="Heading and bulleted list in MedicineNet article" data-original="https://static.semrush.com/blog/uploads/media/8f/6e/8f6e89f80289dbc0838c9eb332e6c91f/330a2d8d143dc49848db5ccbd27761a0/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8f/6e/8f6e89f80289dbc0838c9eb332e6c91f/330a2d8d143dc49848db5ccbd27761a0/AD_4nXcpf8VNQsPmjRmv7z2ZpVVx85gCv0UTCC_H8xuZZFKTRJnDk9NmU5e09sGAob-GXE2maqL2BuenG49ZDwts04aEW7HxetYNgg5zrC1plxGlMy5U6QB_2DNpAAOTb8I2__wVVLWc40BVy3xKxTd_LgG59b0Z.png" width="1010" height="1189"/></picture></figure><p>Use these findings to write a <a href="https://www.semrush.com/blog/content-brief/" style="text-decoration:none">content brief</a> (if you won’t be writing the piece yourself) that shares these details.</p><h3 id="4--create-quality-content">4. Create Quality Content</h3><p>Your content needs to be high quality to effectively compete in SERPs. Which means it should satisfy search intent, present information clearly, and provide a great user experience. </p><p>But to stand out, consider adding more value to your content by:</p><ul> <li style="list-style-type:disc">Introducing unique angles</li> <li style="list-style-type:disc">Providing original data</li> <li style="list-style-type:disc">Designing original media</li> <li style="list-style-type:disc">Adding useful examples</li></ul><p>You also need to prioritize <a href="https://www.semrush.com/blog/on-page-seo/" style="text-decoration:none">on-page SEO</a> (improvements to pages that can help them rank). Here are some key on-page SEO tips to implement:</p><ul> <li style="list-style-type:disc">Include your target keyword in key areas like the title tag, URL, and subheadings</li> <li style="list-style-type:disc">Structure your page with <a href="https://www.semrush.com/blog/header-tag/" style="text-decoration:none">heading tags</a> (HTML elements that define headings)</li> <li style="list-style-type:disc">Write a compelling title tag (HTML that specifies the page’s title) that’s 60 characters or fewer</li> <li style="list-style-type:disc">Add <a href="https://www.semrush.com/blog/internal-links/" style="text-decoration:none">internal links</a> to other content on your site where useful </li> <li style="list-style-type:disc">Use descriptive <a href="https://www.semrush.com/blog/alt-text/" style="text-decoration:none">alt text</a> for your images</li></ul><h3 id="5--publish-and-monitor-your-content">5. Publish and Monitor Your Content</h3><p>Publishing your content enables Google to crawl (find), <a href="https://www.semrush.com/blog/google-index/" style="text-decoration:none">index</a> (store), and start showing those pages search results. You can then monitor how your content performs. </p><p>There are several metrics you can track:</p><ul> <li style="list-style-type:disc"><strong>Keyword rankings</strong>: The positions your site’s content has in search engine results for specific search terms</li> <li style="list-style-type:disc"><strong>Organic sessions</strong>: Visits to your website that come from unpaid search engine results </li> <li style="list-style-type:disc"><strong>Conversions</strong>: The number of website visitors who complete a desired action, such as making a purchase or filling out a form</li></ul><p>It’ll likely take several months before you start seeing meaningful organic sessions and conversions. You can track these two metrics using <a href="https://www.semrush.com/blog/google-analytics/" style="text-decoration:none">Google Analytics 4</a>. </p><p>But your site will first have to rank for your target keywords. And you can track these using Semrush’s <a href="https://www.semrush.com/position-tracking/" style="text-decoration:none">Position Tracking</a> tool.</p><p>Head to the tool, enter your domain, and click “Set up tracking.” </p><figure class="easyimage easyimage-side"><picture><img alt="Position Tracking tool start with domain entered and arrow pointing to Set up tracking button" data-original="https://static.semrush.com/blog/uploads/media/66/bc/66bc7c13a0d794732510e8aaabaead83/24f97dd1ab858c5d433830fb54d5e917/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/66/bc/66bc7c13a0d794732510e8aaabaead83/24f97dd1ab858c5d433830fb54d5e917/AD_4nXfS5xrIlSwUSX0cqAI1Mcj8nwqEGK1st0iRVVCn2sJME8kBJ3spZw1zLHSMu0me-magQLKbV6lEui5X74caFJHi1vY7QqYsqHx_c8Nn5vUIOF0tnmDCqeSbqmMbVVv7rxdoVDbAwPgCXEMfg2DXMfBiZNmD.png"/></picture></figure><p>You can now configure settings and add the keywords you want to track. Click “<strong>Start Tracking</strong>” after that.</p><figure class="easyimage easyimage-side"><picture><img alt="Position Tracking Campaign setup popup with keywords entered and arrow pointing to Start Tracking button" data-original="https://static.semrush.com/blog/uploads/media/7a/18/7a18e7903c091b05b0568c2e8a1ed54a/9619e4ae626be44472e6630be314c20c/original.png" height="1147" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7a/18/7a18e7903c091b05b0568c2e8a1ed54a/9619e4ae626be44472e6630be314c20c/AD_4nXcf3RbEB37E2E4nX19kia5CXMKYcYxeRBg5-drJr4gzWaaP3YuYIVBzBO7kod0CoztKxO_V2suHJJsSEMxiDrFCd7k56thFQ2ghoIkETe-v8PGKSll3nqA2ylbb_3iDVOVYplNHhTafIxyvfEWI6yqN-qg.png" width="1010"/></picture></figure><p>Go to the “<strong>Overview</strong>” tab to see your positions for your tracked keywords. As well as how those rankings have changed. </p><figure class="easyimage easyimage-side"><picture><img alt="Rankings Overview table showing data for tracked keywords" data-original="https://static.semrush.com/blog/uploads/media/76/fd/76fdc43517023238df7cd4e39d658bff/8540066be5a48b82a21e82a868e912bc/original.png" height="617" loading="lazy" src="https://static.semrush.com/blog/uploads/media/76/fd/76fdc43517023238df7cd4e39d658bff/8540066be5a48b82a21e82a868e912bc/AD_4nXeqBIEkqsY512ZQxLIsAfaHyo94IfuGfzhbeGF4Xjosw_7Q5JEzXgGRdCgSBcj8boTp9VGVz-u42BAR2qHDjd-saxEoxU5TsvQy8viaCrrJgsyAN6fH5ojJCCm98-rcwEUQZPayGxQFSY543khRJ2Na_BM.png" width="1010"/></picture></figure><p>And the “<strong>Pages</strong>” tab may also be helpful. It shows all of your pages that rank for at least one of the keywords you’re tracking.</p><figure class="easyimage easyimage-side"><picture><img alt="Pages report showing URLs ranking for tracked keywords" data-original="https://static.semrush.com/blog/uploads/media/07/88/07887c01305306c0e27eb8cc098e1eba/855352369192b616bb0d5853d123a059/original.png" height="496" loading="lazy" src="https://static.semrush.com/blog/uploads/media/07/88/07887c01305306c0e27eb8cc098e1eba/855352369192b616bb0d5853d123a059/AD_4nXcX8mjxI36LUSiwclri_dd6aGKiegy8g5seX9IRFm71GmQrATEq7IhEl4ZOFOrqouErn-GWumeJ-mLXZHGxMpQLn9ou552v1vzILJs6H3ycbI59EAnbvqB2O_EqurwEQLqy9LmlLA7jOE4_8TW-23TcOng.png" width="1010"/></picture></figure><p>It’s a good idea to monitor your keyword rankings on a weekly basis. </p><p>Ideally, you’ll achieve a graduate increase in your rankings. Which can later translate to organic traffic and conversions. </p><div></div><h2 id="use-keywords-to-boost-your-marketing-results">Use Keywords to Boost Your Marketing Results</h2><p>With keyword marketing, you can reach your audience through search ads and organic results. And if you can afford it, using these two methods together is a great idea.</p><p>Semrush offers a range of tools to support your efforts for both SEO and PPC.</p><p>Sign up for a free account today.</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-marketing%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-marketing%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Keyword+Marketing%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-marketing%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 Marketing: What It Is & How to Do It%0D%0Ahttps://www.semrush.com/blog/keyword-marketing/?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":10966,"status":"published","url":"keyword-marketing","template":"article-base","title":"Keyword Marketing: What It Is \u0026 How to Do It","preview":"Keyword marketing helps your ads and content appear in search results. Learn how to do it for your business.","previewImage":"https://static.semrush.com/blog/uploads/media/8b/91/8b91ff6ef6139fc7322c367fa4934f2a/9d034b5e8f3363b16fc971ddcc1f5411/keyword-marketing.svg","socialImage":"https://static.semrush.com/blog/uploads/media/a6/83/a68319cd839fa3d49a89db81483bb832/de684bb83f166d92e13987fc15deddec/keyword-marketing-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/8b/91/8b91ff6ef6139fc7322c367fa4934f2a/9d034b5e8f3363b16fc971ddcc1f5411/extra.png","altPreviewImage":"Keyword Marketing","altSocialImage":"Keyword Marketing","hidePreviewImage":0,"publishedAt":1726489140000,"editedAt":null,"metaTitle":"Keyword Marketing: What It Is \u0026 How to Do It","metaDescription":"Keyword marketing helps your ads and content appear in search results. Learn how to do it for your business.","schemaOrg":"{}","author":{"id":200350465,"alias":"ajdin-perco","name":"Ajdin Perco","photo":"https://static.semrush.com/blog/uploads/user/10/05/100541a2e40d4cbd92cb96ea9aed6446/ajdin-perco-headshot.jpeg","photoMask":"star","company":"Semrush","position":"Freelance Senior Content Writer","bio":"Ajdin Perco is a senior content marketer with nearly ten years of in-house and agency experience. From producing content and developing strategies to leading marketers and advising executives, his experience spans across multiple roles, industries, and content channels.","socials":{"webSite":"https://www.semrush.com","twitter":"https://twitter.com/AjdPe","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/ajdin-perco/"},"isPublic":true,"expertise":["content strategy","seo","content creation","social media management","content analytics"],"education":[{"establishment":"International University of Sarajevo","degree":"BA in International Relations","link":"https://www.ius.edu.ba/en"},{"establishment":"International Burch University","degree":"Master of Business Administration","link":"https://www.ibu.edu.ba/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":35984,"enabled":false,"value":[]}},"critical":{"article-content":{"id":35984,"content":"\u003cp\u003eSearch engines process billions of users’ queries (also called keywords and search terms) every day. \u003c/p\u003e\u003cp\u003eGetting your pages displayed in search results for certain keywords can help you reach those users. And ultimately drive site visits and sales.\u003c/p\u003e\u003cp\u003eIn this piece, we’ll show you how to use keyword marketing to get better results from your paid and unpaid search efforts. \u003c/p\u003e\u003ch2\u003eWhat Is Keyword Marketing?\u003c/h2\u003e\u003cp\u003eKeyword marketing involves selecting and using search terms that are relevant to your business for your ads and website content. To increase the chances of gaining visibility when users enter those terms in search engines. \u003c/p\u003e\u003cp\u003eWhen done right, it helps your content appear in organic (meaning unpaid) search results—the standard blue links. And in the case of ads, it can help you appear in \u003ca href=\"https://www.semrush.com/blog/what-is-ppc/\" style=\"text-decoration:none\"\u003epay-per-click (PPC)\u003c/a\u003e ads—the paid portion. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Paid and organic results on Google\" data-original=\"https://static.semrush.com/blog/uploads/media/fb/74/fb74127a2da713c023ab051c426b7d07/313b523367eafc98147fdf3d0e12a7e9/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fb/74/fb74127a2da713c023ab051c426b7d07/313b523367eafc98147fdf3d0e12a7e9/AD_4nXdwiNxWIPT_u4MSa6ebv_Xv9G_l7LeoeD5Gig1sXDM3FrIXHy3SCoBU-na51QL-kgFpK2sBySmAImMXwUC6yqAHNW6hLqdNzD-chvpkWKkKAv_8JkbjDkr7ljJPilzKbuOG1iXErgdLiAQlZjX2R_zBa9BW.png\" width=\"1010\" height=\"1591\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eKeyword marketing enables you to reach the right people. And show them the kinds of content, products, and/or services they’re interested in.\u003c/p\u003e\u003ch2\u003eWhy Are Keywords Important in Marketing?\u003c/h2\u003e\u003cp\u003eStrategically using keywords allows you to appear prominently in search engines. Which can translate to more website traffic, leads, and revenue.\u003c/p\u003e\u003cp\u003eAnd while you might be tempted to think that ads do this best, that isn't always the case.\u003c/p\u003e\u003cp\u003eIn fact, \u003ca href=\"https://x.com/sejournal/status/1021298484865974272\" style=\"text-decoration:none\"\u003eone poll\u003c/a\u003e found that about 49% of digital marketers say organic search yields the highest return on investment (ROI) for their websites out of the main digital marketing channels. And 19% say paid search offers the best return. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Search Engine Journal Twitter Poll\" data-original=\"https://static.semrush.com/blog/uploads/media/7a/08/7a08cef34baa1c500cdf86183d15f6ff/8316bfca7c7084b270c97ea261e21c81/original.png\" height=\"895\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7a/08/7a08cef34baa1c500cdf86183d15f6ff/8316bfca7c7084b270c97ea261e21c81/AD_4nXf1wLlVtSLodIXAjGlYmo_klLnPa14EDUfF-p9ARbcj4V_NVsoGPtijQ_lBlZw6cay6HULJeGByHhZbwSrN1MbARGqYl8ZX21-CZC9zn_EgRTKgrbpskjJJBzlPxhyAaDLAUA574aEQc6EN-5ecNHx9TNdy.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnother advantage of keyword marketing is that you can measure performance. \u003c/p\u003e\u003cp\u003eEach keyword has an approximate number of monthly searches. And you can track how many of those searches end up on your site. \u003c/p\u003e\u003ch2\u003eHow to Find and Use Keywords for Advertising\u003c/h2\u003e\u003cp\u003eIf you're trying to quickly drive conversions or make searchers aware of your brand, ads are a great choice. Just know that results dry up as soon as you stop running them.\u003c/p\u003e\u003cp\u003eLet’s explore this process.\u003c/p\u003e\u003ch3\u003e1. Identify Relevant PPC Keywords\u003c/h3\u003e\u003cp\u003eFinding the right PPC keywords ensures they align with your business's campaign. And you can do that through keyword research.\u003c/p\u003e\u003cp\u003eLet’s say you sell athletic shoes.\u003c/p\u003e\u003cp\u003eStart by brainstorming some broad terms related to your products. Like these:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“running shoes”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“trainers”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“sneakers”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“athletic shoes”\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThis list can now help you discover more keywords. To do that, head to Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eStart with one of your broad terms and click “\u003cstrong\u003eSearch\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Magic Tool start with 'running shoes' in keyword field and arrow pointing to 'Search' button\" data-original=\"https://static.semrush.com/blog/uploads/media/d8/28/d828f1c780527fd2f15b460b0086bcd7/6cee8a9a143bce579966603e531a4376/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d8/28/d828f1c780527fd2f15b460b0086bcd7/6cee8a9a143bce579966603e531a4376/AD_4nXfnj89hCyvIuVfHARuVycjkW4JkyT3F_tw4ukbiTeTQBrCu-wydTjdbIszll3U8HKI3JJCt6M0zp_HwBbR3vR8v0aavurBbIA9bdzBPM1SGjHTqibppo9U_HdFIEJ3SWYpQ9on2WVSviiyAJAZ1HYMZxZWB.png\" width=\"1010\" height=\"614\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will return keyword suggestions based on your starting term. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Magic Tool report showing broad match keywords for 'running shoes'\" data-original=\"https://static.semrush.com/blog/uploads/media/b6/7d/b67d37408db08d99d3f82940737d5f55/74b702669a3e8950a0148126cbc60a66/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b6/7d/b67d37408db08d99d3f82940737d5f55/74b702669a3e8950a0148126cbc60a66/AD_4nXfnwXxpK6hnMLrbuir7yz2QDbqvM8AJa3ufrIeOrzyVavVtSJBtBe98CpVE4JSyFNAYLz9njoY4MqNUIYndlSflDwWWy6-NTOKajWsRnpqLNty90zw0fzxo8xpe2OADv6IXRV0bUr9ZDqALyzftQsaOb-WP.png\" width=\"1010\" height=\"1086\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can then review this list to identify keywords that align with your PPC campaign’s objectives. \u003c/p\u003e\u003cp\u003eThe first thing to take into account is \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003esearch intent\u003c/a\u003e—what the searcher is looking to achieve. And there are several types of search intent. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Four types of search intent with brief explanation and example\" data-original=\"https://static.semrush.com/blog/uploads/media/48/c4/48c4f311f42f471dc9014d2b79f9d506/bf74270d4acfb68579781aab8211597f/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/48/c4/48c4f311f42f471dc9014d2b79f9d506/bf74270d4acfb68579781aab8211597f/AD_4nXfOHxGPwjH1GJDuhKqjT-IcgtqCcVUE6mf6MEifvBCI-QS12ns6xgiOzH7nr4tgtpdV-2T-qBbj749zGFRH98Vh239T2NWl3b3V5cYvUL-8YC0z8Ja5dHLDQBjy0qY-hPriR18ecQSIs4zdqybYDtzjW4k.png\" width=\"1010\" height=\"917\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFor example, your goal might be to sell a particular product. This requires you to identify \u003ca href=\"https://www.semrush.com/blog/buyer-keywords/\" style=\"text-decoration:none\"\u003ebuyer intent\u003c/a\u003e keywords (i.e., commercial and transactional terms) that indicate a searcher is likely to make a purchase. \u003c/p\u003e\u003cp\u003eHere are a few other factors to consider when identifying relevant keywords:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSearch volume (Volume)\u003c/strong\u003e: This is the average number of searches the term gets each month. Ideally, you want to pick keywords that people search frequently to help drive as many people to your offer as possible. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCost per click (CPC)\u003c/strong\u003e: This is the average amount advertisers pay for each click on one of their PPC ads. You can get more value out of your budget by opting for keywords with low CPC. But keep in mind that a high CPC also suggests the term is valuable and likely to convert.\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword table with Volume and CPC columns highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/d8/61/d861108a9fee82e9b27630ba2cef8052/9279206c909751aae15d3ef6bb4209c1/original.png\" height=\"1130\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d8/61/d861108a9fee82e9b27630ba2cef8052/9279206c909751aae15d3ef6bb4209c1/AD_4nXf6EzdWHQenqzpSiKH6ebjhGacNlNCXA_eViXJxugrSqh0TTccT0NYRFI35QVBBqBY6wVuE9qdhMqe37OwqMsDZ3rIGawvD_1PO4zjL1WHYmUngKPES_q4ebwNYxHMa0s8a-yBK-zFFBIB-LXXfWUdhtlac.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can identify additional keywords by analyzing your competitors. To do that, head to Semrush’s \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e tool. \u003c/p\u003e\u003cp\u003eEnter a competitor’s URL and hit “\u003cstrong\u003eSearch\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Advertising Research start with domain entered and arrow pointing to 'Search' button\" data-original=\"https://static.semrush.com/blog/uploads/media/38/30/3830b026f6e2e0ea74af11407dbb1b26/707a8a31a9ed15b4fe7a9931c2e03ed0/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/38/30/3830b026f6e2e0ea74af11407dbb1b26/707a8a31a9ed15b4fe7a9931c2e03ed0/AD_4nXd-i5y0lwYHh3o_UCvKFQGgfVvF2PJXTeSEHQOvJW8FnuLshvxza3YAgNpHL6bMul2lctIdQ5Jc9lx0dQNFM-3IihIJnSMUNyW8XVMr3Gy-lQyUKhQGwPZK3yiCSNTsgaOM4IHJsZLGXwcWzD22wGpUA2c.png\" width=\"1010\" height=\"512\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll now see a list of keywords that competitor’s ads appear for. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Position tab with Keyword and URL columns highlighted in Paid Search Positions table\" data-original=\"https://static.semrush.com/blog/uploads/media/8b/4a/8b4a6c56c2112cd2aceb12b9c07f4ffe/bc03ae235984e7f0dae0142110eae2e4/original.png\" height=\"1065\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8b/4a/8b4a6c56c2112cd2aceb12b9c07f4ffe/bc03ae235984e7f0dae0142110eae2e4/AD_4nXflW3F5vm_rsF-gkUgMPog-NruYy6jgv0gZZTGht3ADhPZFW5b8TlLe3ejog2RIdOAu1YLavZI0NaqkIkM0KTgL0-KI3itb8kGspc5DGpVUxZv4dqbjSzm8n8w_6_4yvgqMy57N7Y5l5knWNj0oC6hy1KF0.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can then work your way through these keywords. And take note of those that fit your criteria and PPC campaign’s goals. \u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/adwords/positions\" show_input=\"false\" header=\"Analyze Competitors’ Ads\" text=\"with the Advertising Research 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\u003e2. Create Keyword Groups\u003c/h3\u003e\u003cp\u003eCreating keyword groups helps you organize your campaign’s structure and ensure each ad reaches the intended searchers. \u003c/p\u003e\u003cp\u003eIf your business is an athletic footwear brand and uses \u003ca href=\"https://www.semrush.com/blog/paid-search-ads/\" style=\"text-decoration:none\"\u003esearch ads\u003c/a\u003e to sell running shoes, one of your keyword groups could look like this: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e“best running shoes for men”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“best mens running shoes”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“mens running shoes best”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“best trail running shoes for men”\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e“best shoes for running men”\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eTo perform keyword grouping, first analyze your keywords for common themes, products, audience types, use cases, or user intents. And keep in mind that keywords within each group should be satisfied by similar ad copy and landing pages. \u003c/p\u003e\u003cp\u003eThen, create initial groups based on these similarities. You can use spreadsheet tools for this purpose. \u003c/p\u003e\u003cp\u003eAim for relatively small, focused groups of 10-20 closely related keywords. And name each group descriptively. \u003c/p\u003e\u003cp\u003eNow, you can align your ad copy and landing pages with each group's theme. \u003c/p\u003e\u003ch3\u003e3. Create Compelling Ads\u003c/h3\u003e\u003cp\u003eYour ad copy needs to incentivize searchers to click on your search ad. To achieve that, you’ll need to write compelling copy that accurately reflects your offer.\u003c/p\u003e\u003cp\u003eThe specific text components include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDisplay path\u003c/strong\u003e: This is the URL shown in the ad, giving users an idea of where they'll land if they click. It doesn't have to be the exact URL, but should represent the page's content.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eHeadlines\u003c/strong\u003e: These are the most prominent parts in your ad, shown in larger, blue font. Ads typically display two to three headlines, and they should convey your main message.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDescription\u003c/strong\u003e: This is the body text of your ad, providing more details about your offer, product, or service. It gives you space to expand on your headlines and include additional selling points.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s an actual ad with these components. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"monday.com Google ad showing display path, headline, and description\" data-original=\"https://static.semrush.com/blog/uploads/media/b3/d7/b3d75d27fb3e97c7291c673af1ca5df6/dac1a866104e2af1ab6d1a14aa22c734/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b3/d7/b3d75d27fb3e97c7291c673af1ca5df6/dac1a866104e2af1ab6d1a14aa22c734/AD_4nXfiDstWoY0E4Nc3HN3JbbANzAm_1aH_Nj-wrNvqCPM7GDhwmcw10kqCFzFHa4Avzam8dETCekVgU_LDhiGuvFjAlDpqe8M4QP8jQuQprDp4WhBPTdYef-Zv-A3p4NwMl05l0jQuf2YB-nQeFUoZztryVbM.png\" width=\"1010\" height=\"438\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYour copy should include relevant target keywords. Many brands also add their unique selling propositions (USPs) in the headlines to stand out. \u003c/p\u003e\u003cp\u003eFor example, a footwear brand might add USPs like “ultra-lightweight design” or “advanced shock absorption” in their headlines. \u003c/p\u003e\u003cp\u003eYour descriptions should always include \u003ca href=\"https://www.semrush.com/blog/what-is-a-call-to-action/\" style=\"text-decoration:none\"\u003ecalls to action (CTAs)\u003c/a\u003e like “buy,” “try,” “join,” “discover,” etc.\u003c/p\u003e\u003cp\u003eAnd you can also include ad assets. These are additional pieces of content (like images and links to additional pages) that help your ad take up more real estate and stand out.\u003c/p\u003e\u003cp\u003eHere’s an example of a few ad assets:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google ad example with ad assets highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/1b/15/1b15c8555e7ce5eb4f6d77ad7992a2af/9fb2a887f6f843a31aeb48501b93274b/original.png\" height=\"565\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1b/15/1b15c8555e7ce5eb4f6d77ad7992a2af/9fb2a887f6f843a31aeb48501b93274b/AD_4nXdnOFxMjf77p3DgLxje5qaLJClmjFn1bRD_IP93o0yEXTqvxAgPJPOTzF4c49dgBkKP6hnjjlvkI7WfeEULX2om4U5Il-r3X2j-pwmAGwTE_YFTyYToUisMzgok2krDlHN1hzZOYpiKlLoQ65APkY7soB0.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e4. Launch and Monitor Your PPC Campaigns\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/paid-search-ads/\" style=\"text-decoration:none\"\u003eLaunching PPC campaigns\u003c/a\u003e involves setting up your campaign budget, detailing keyword groups, adding ad copy, specifying location settings, and then hitting publish on your paid ad. You may also need to enter your billing information if you haven’t done it before. \u003c/p\u003e\u003cp\u003eBut launching search ads is only the beginning. \u003c/p\u003e\u003cp\u003eYou also need to monitor your search ad campaigns to learn which keywords drive results and which don’t. \u003c/p\u003e\u003cp\u003eHere are some metrics you can track to assess your ad performance:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConversion rate\u003c/strong\u003e: The percentage of ad clicks that ended in conversions\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCPC\u003c/strong\u003e: The amount you paid for each ad click\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eClick-through rate\u003c/strong\u003e: The percentage of people who click on an ad or link after seeing it\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou can find these metrics in your Google Ads dashboard (note that you need to set up conversion tracking to have access to related metrics):\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google Ads dashboard showing Campaigns report\" data-original=\"https://static.semrush.com/blog/uploads/media/d4/04/d404c88233e56b37251ccf93d12868f6/68a97a655e22fff91cc0ac3ac9144a7d/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d4/04/d404c88233e56b37251ccf93d12868f6/68a97a655e22fff91cc0ac3ac9144a7d/AD_4nXfRVE9V-Zyf0_qeIL0u0pRvkKzEfoNL3QO9zh56HMr7_gr9cFj26y2xWWGHAkzow7VbsTLhnJa5PV5H16psLCzANlxEKtmqQR7oW6JUX_mKrdM8ts99Z16YfrsX6lhDPQkSr5T7u-9JSWOKi0GFKlD9hck.png\"\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 our \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/google-ads-account/\"\u003e\u003cem\u003eGoogle Ads account guide\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to learn more about how to get set up.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eAnalyzing each of the above metrics can reveal useful insights. \u003c/p\u003e\u003cp\u003eFor instance, a falling conversion rate signals there’s a discrepancy between the ad and the landing page. Or, a rising CPC might indicate more competition has started bidding on your keywords. \u003c/p\u003e\u003cp\u003eYou can learn more about how to manage your campaigns in \u003ca href=\"https://www.semrush.com/blog/ppc-management/\" style=\"text-decoration:none\"\u003eour PPC management guide\u003c/a\u003e. \u003c/p\u003e\u003ch2\u003eHow to Find and Use Keywords for SEO\u003c/h2\u003e\u003cp\u003eIf you’re trying to establish a long-term organic presence in search results, SEO is a great choice. Just know that SEO is slow to start but can yield results for months or even years. \u003c/p\u003e\u003cp\u003eLet’s explore this process. \u003c/p\u003e\u003ch3\u003e1. Identify Relevant SEO Keywords\u003c/h3\u003e\u003cp\u003eFinding the right SEO keywords helps you drive qualified search traffic that’s more likely to convert. And you can do that through keyword research. \u003c/p\u003e\u003cp\u003eStart by identifying a seed term (a broad topic or main concept that you want to create content around). \u003c/p\u003e\u003cp\u003eIf you’re launching a blog on nutritious eating, for instance, one of your seed keywords can be “healthy lifestyle” or “healthy eating.” \u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e can help you get many keyword suggestions based on your seed keyword.\u003c/p\u003e\u003cp\u003eHead to the tool, enter your seed keyword, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Magic Tool start with 'healthy lifestyle' in keyword field and arrow pointing to 'Search' button\" data-original=\"https://static.semrush.com/blog/uploads/media/eb/f6/ebf6efafcabb945ba86a10e5640cc855/074ed7eef27c1704e016b4a3507b0d00/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/eb/f6/ebf6efafcabb945ba86a10e5640cc855/074ed7eef27c1704e016b4a3507b0d00/AD_4nXeL3CgIvlOqnF4xDEdk05c8tQ-36zsz8D6e9dZUzWvW8JMTTbIrO-NjBdepskRykKBSHMgvdkDJ1xduL-ZuoO5nBOi4u0WaexOxpQjpjjlTZRYMkDh0bDfYh3_Xoh791lZz-xvgtCFX63kTHwuOoNhuJcg.png\" width=\"1010\" height=\"621\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll now see a list of keywords related to your seed term. \u003c/p\u003e\u003cp\u003eNow, select keywords that closely align with your brand.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Broad match keywords report with Keywords column highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/cb/03/cb0362b8ab03d89dd614d5361e240e28/abd909c179275ff6b87cefae7885b75a/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/cb/03/cb0362b8ab03d89dd614d5361e240e28/abd909c179275ff6b87cefae7885b75a/AD_4nXf_Sjs8kHbbCFt9OaaQux_noBUDtodL4h39_LlC-wNYyrikmYfo6NHpk3dCnLk8jQzkNMppdBaZ1t0fhuuZ5vEwrDDm-ZiskJUZzSrYSI3JAt504CossUMMAKpKxXchy0dQnAJ2k2TliuVSBVYhi7Ybfc8.png\" width=\"1010\" height=\"1098\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnother way to find relevant SEO keywords is to conduct a keyword gap analysis. Which reveals the keywords your competitors rank for but you don’t. \u003c/p\u003e\u003cp\u003eTo do that, head to Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordgap/\" style=\"text-decoration:none\"\u003eKeyword Gap\u003c/a\u003e tool. \u003c/p\u003e\u003cp\u003eAdd your domain and those of your competitors and click “\u003cstrong\u003eCompare\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Semrush Keyword Gap start with domains entered and arrow pointing to Compare button\" data-original=\"https://static.semrush.com/blog/uploads/media/c7/a1/c7a1b027f3d74742dae7bcf1b300c00c/5f61eda32ff8fe08252c5a97b40784f8/original.png\" height=\"985\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c7/a1/c7a1b027f3d74742dae7bcf1b300c00c/5f61eda32ff8fe08252c5a97b40784f8/AD_4nXcbCXyP2fhv1RJ9Khx-IsoE7lboAF-Zy8sj8U3nd01EzMeKuoxOpRYqhmao80QtF1gEerepaBFQnoOgt8pC5g_2WgszY1hwY2WJoLsNjU9F-PfEQcIsX2Yekf-T44tXRenClUFzV516ncEQXwXhWCRM7VE.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce on the main dashboard, click “\u003cstrong\u003eMissing\u003c/strong\u003e” just above the keyword list to see the terms your competitors rank for that you don’t. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Gap dashboard with missing keywords table highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/c6/5f/c65ffb2ab1ba3752b6cee838c3e8c7d8/6ea66f7e8b58ca9a1bf9910e98393e99/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c6/5f/c65ffb2ab1ba3752b6cee838c3e8c7d8/6ea66f7e8b58ca9a1bf9910e98393e99/AD_4nXeCGddwOYWCMljrPraLtLTcY8DXcppO2efLeT0LPKbxCqlSdOMjXHCMEyzyAzSsdmWq1ScZ1mZN45WRnqUAubbsjpWi1FyPvt2TNFc2Nan6nr8EFoadR__q_JouQTduQakJx1ogEkwEHavWaFBfzmrQEHzx.png\" width=\"1010\" height=\"1600\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eReview these keywords and mark those you find interesting. Add them to the list of the terms you identified when basing your research around seed keywords.\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\u003ch3\u003e2. Evaluate and Choose Keywords\u003c/h3\u003e\u003cp\u003eNow that you have a list of keywords to choose from, it’s time to figure out which ones to target with your website content. \u003c/p\u003e\u003cp\u003eOur \u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\" style=\"text-decoration:none\"\u003eKeyword Overview\u003c/a\u003e tool can help with that. \u003c/p\u003e\u003cp\u003eHead to this tool, add your list of keywords, enter your domain, and hit “\u003cstrong\u003eSearch\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Overview tool start with keywords and domain entered and arrow pointing to Search button\" data-original=\"https://static.semrush.com/blog/uploads/media/fc/e5/fce595530ca44fe571e39543f4bb8fbb/78a9540f1a7a45581e9a131bdb426bc9/original.png\" height=\"907\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fc/e5/fce595530ca44fe571e39543f4bb8fbb/78a9540f1a7a45581e9a131bdb426bc9/AD_4nXeg8fTlwiI5CwXd9w3azzKfvUUF_bUwq45rJAkIHhSQLB__p91nzUufF2ETPFHGqi_ppQbRCeK2iR_TOtrmHj6932jqiVfJdMHk3cxAp1Dsn9YvCqWRBTjQGpxeMBpWt7TmGGIjeV5JCm-LhQ1LQNoFsSD3.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll then reach the “Bulk Analysis” dashboard. Which shows your keywords along with various metrics. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Bulk keyword analysis table showing list of keywords with various metrics\" data-original=\"https://static.semrush.com/blog/uploads/media/ae/03/ae03d96808567ee5356f4691cd7c667f/bcfc4a69a0204085deda97bd1f485542/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ae/03/ae03d96808567ee5356f4691cd7c667f/bcfc4a69a0204085deda97bd1f485542/AD_4nXch36czaYKGqDbF46O9kGpPC-De95Q7t_Y_q8tOdk_0WC8ztNMmHnCpqxydzVBZf3Tm8M4LwFEcdKlZ8zFuGv--b6FhKalqu_y3BkJcNYgQCPTwyu53R0emfj8g9PTnJK3NP694WXBeil3BmoPQa3Bmi16z.png\" width=\"1010\" height=\"575\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHere’s how to use the data to decide which keywords you should pursue: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRelevant intent\u003c/strong\u003e: Look for informational terms that lend themselves to organic search. Ranking for these terms often involves producing educational content. But you might also look for commercial and transactional terms you can use for product or service landing pages.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDecent search volume\u003c/strong\u003e: Prioritize keywords with a reasonable number of monthly searches—at least 100 is a good general rule of thumb. This data point is listed in the “Volume” column.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRealistic difficulty\u003c/strong\u003e: You want to go after keywords that your domain can feasibly rank for. So, look for the keywords with low Personal Keyword Difficulty (PKD %) scores—49% or lower. Because these represent terms your specific domain stands a good chance of ranking for.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTrending topics\u003c/strong\u003e: Look for keywords with monthly search volumes that are either stable or trending upward. You can find this data point in the “Trend” column. \u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e3. Analyze Search Intent More Thoroughly\u003c/h3\u003e\u003cp\u003eNow, analyze the search intent behind each keyword more in depth. So you know what kind of content you should create to stand a good chance of ranking. \u003c/p\u003e\u003cp\u003eTry to understand what kind of content \u003cstrong\u003etype \u003c/strong\u003e(e.g., blog posts and videos), \u003cstrong\u003eformat \u003c/strong\u003e(e.g., opinion pieces and list posts), and \u003cstrong\u003eangle \u003c/strong\u003eis served.\u003c/p\u003e\u003cp\u003eFor instance, let’s look at the search results for “healthy lifestyle tips.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google SERP for 'healthy lifestyle tips'\" data-original=\"https://static.semrush.com/blog/uploads/media/05/4b/054b25b2299117e255c804cb272b3e37/6007d04e407f3ee0a404149406c9d6c1/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/05/4b/054b25b2299117e255c804cb272b3e37/6007d04e407f3ee0a404149406c9d6c1/AD_4nXeBu86OKw655wcrMKguDnhXc_1cYisCZ9wipxvN74kBnSF_W3HxEHESrbBcJy1gBwnopDrjFuM6stCydNTkOU0KbSckxvmWXKlQUB5jX1ASLut_6QUsg5nX3Prh9PCFVXVOVu_skEQZAVFAnudO4v4nJtzM.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWe can conclude that to rank for this term, you’ll need to create a list-style article that contains:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e10+ actionable tips\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eA skimmable structure\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eExpert input\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWell over 1,000 words\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eLet’s review MedicineNet’s article for even more insight.\u003c/p\u003e\u003cp\u003eFor one, it’s written and reviewed by relevant experts whose titles are highlighted in the bylines.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"MedicineNet article with author and reviewer information highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/92/25/9225e03d48e202f8bbbf40bfe8b9374f/b3b6da955d92cc836228aefc693ff03f/original.jpeg\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/92/25/9225e03d48e202f8bbbf40bfe8b9374f/b3b6da955d92cc836228aefc693ff03f/AD_4nXdxDIrLz6SXz4iRgpW7jbNdNx0KsRpX9mWm_TzN-IcF8_d8LWFWAHwnJYFP6SPMvp0YWWUO1bug_vFfMNcmMHBvt69pJRY0NPj6S6TyKkZ22JEASNX8Z2VvKRJg7ngbidjHG9ngxQ7s1r33YeKHbXEGuUVQ.jpeg\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSecond, the author is using relevant subheadings and bullet points to enable readers to skim through and find sections they are interested in. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Heading and bulleted list in MedicineNet article\" data-original=\"https://static.semrush.com/blog/uploads/media/8f/6e/8f6e89f80289dbc0838c9eb332e6c91f/330a2d8d143dc49848db5ccbd27761a0/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8f/6e/8f6e89f80289dbc0838c9eb332e6c91f/330a2d8d143dc49848db5ccbd27761a0/AD_4nXcpf8VNQsPmjRmv7z2ZpVVx85gCv0UTCC_H8xuZZFKTRJnDk9NmU5e09sGAob-GXE2maqL2BuenG49ZDwts04aEW7HxetYNgg5zrC1plxGlMy5U6QB_2DNpAAOTb8I2__wVVLWc40BVy3xKxTd_LgG59b0Z.png\" width=\"1010\" height=\"1189\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse these findings to write a \u003ca href=\"https://www.semrush.com/blog/content-brief/\" style=\"text-decoration:none\"\u003econtent brief\u003c/a\u003e (if you won’t be writing the piece yourself) that shares these details.\u003c/p\u003e\u003ch3\u003e4. Create Quality Content\u003c/h3\u003e\u003cp\u003eYour content needs to be high quality to effectively compete in SERPs. Which means it should satisfy search intent, present information clearly, and provide a great user experience. \u003c/p\u003e\u003cp\u003eBut to stand out, consider adding more value to your content by:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIntroducing unique angles\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProviding original data\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDesigning original media\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdding useful examples\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou also need to prioritize \u003ca href=\"https://www.semrush.com/blog/on-page-seo/\" style=\"text-decoration:none\"\u003eon-page SEO\u003c/a\u003e (improvements to pages that can help them rank). Here are some key on-page SEO tips to implement:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eInclude your target keyword in key areas like the title tag, URL, and subheadings\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eStructure your page with \u003ca href=\"https://www.semrush.com/blog/header-tag/\" style=\"text-decoration:none\"\u003eheading tags\u003c/a\u003e (HTML elements that define headings)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWrite a compelling title tag (HTML that specifies the page’s title) that’s 60 characters or fewer\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdd \u003ca href=\"https://www.semrush.com/blog/internal-links/\" style=\"text-decoration:none\"\u003einternal links\u003c/a\u003e to other content on your site where useful \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse descriptive \u003ca href=\"https://www.semrush.com/blog/alt-text/\" style=\"text-decoration:none\"\u003ealt text\u003c/a\u003e for your images\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003e5. Publish and Monitor Your Content\u003c/h3\u003e\u003cp\u003ePublishing your content enables Google to crawl (find), \u003ca href=\"https://www.semrush.com/blog/google-index/\" style=\"text-decoration:none\"\u003eindex\u003c/a\u003e (store), and start showing those pages search results. You can then monitor how your content performs. \u003c/p\u003e\u003cp\u003eThere are several metrics you can track:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eKeyword rankings\u003c/strong\u003e: The positions your site’s content has in search engine results for specific search terms\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOrganic sessions\u003c/strong\u003e: Visits to your website that come from unpaid search engine results \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConversions\u003c/strong\u003e: The number of website visitors who complete a desired action, such as making a purchase or filling out a form\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIt’ll likely take several months before you start seeing meaningful organic sessions and conversions. You can track these two metrics using \u003ca href=\"https://www.semrush.com/blog/google-analytics/\" style=\"text-decoration:none\"\u003eGoogle Analytics 4\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eBut your site will first have to rank for your target keywords. And you can track these using Semrush’s \u003ca href=\"https://www.semrush.com/position-tracking/\" style=\"text-decoration:none\"\u003ePosition Tracking\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eHead to the tool, enter your domain, and click “Set up tracking.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Position Tracking tool start with domain entered and arrow pointing to Set up tracking button\" data-original=\"https://static.semrush.com/blog/uploads/media/66/bc/66bc7c13a0d794732510e8aaabaead83/24f97dd1ab858c5d433830fb54d5e917/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/66/bc/66bc7c13a0d794732510e8aaabaead83/24f97dd1ab858c5d433830fb54d5e917/AD_4nXfS5xrIlSwUSX0cqAI1Mcj8nwqEGK1st0iRVVCn2sJME8kBJ3spZw1zLHSMu0me-magQLKbV6lEui5X74caFJHi1vY7QqYsqHx_c8Nn5vUIOF0tnmDCqeSbqmMbVVv7rxdoVDbAwPgCXEMfg2DXMfBiZNmD.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can now configure settings and add the keywords you want to track. Click “\u003cstrong\u003eStart Tracking\u003c/strong\u003e” after that.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Position Tracking Campaign setup popup with keywords entered and arrow pointing to Start Tracking button\" data-original=\"https://static.semrush.com/blog/uploads/media/7a/18/7a18e7903c091b05b0568c2e8a1ed54a/9619e4ae626be44472e6630be314c20c/original.png\" height=\"1147\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7a/18/7a18e7903c091b05b0568c2e8a1ed54a/9619e4ae626be44472e6630be314c20c/AD_4nXcf3RbEB37E2E4nX19kia5CXMKYcYxeRBg5-drJr4gzWaaP3YuYIVBzBO7kod0CoztKxO_V2suHJJsSEMxiDrFCd7k56thFQ2ghoIkETe-v8PGKSll3nqA2ylbb_3iDVOVYplNHhTafIxyvfEWI6yqN-qg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eGo to the “\u003cstrong\u003eOverview\u003c/strong\u003e” tab to see your positions for your tracked keywords. As well as how those rankings have changed. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Rankings Overview table showing data for tracked keywords\" data-original=\"https://static.semrush.com/blog/uploads/media/76/fd/76fdc43517023238df7cd4e39d658bff/8540066be5a48b82a21e82a868e912bc/original.png\" height=\"617\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/76/fd/76fdc43517023238df7cd4e39d658bff/8540066be5a48b82a21e82a868e912bc/AD_4nXeqBIEkqsY512ZQxLIsAfaHyo94IfuGfzhbeGF4Xjosw_7Q5JEzXgGRdCgSBcj8boTp9VGVz-u42BAR2qHDjd-saxEoxU5TsvQy8viaCrrJgsyAN6fH5ojJCCm98-rcwEUQZPayGxQFSY543khRJ2Na_BM.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd the “\u003cstrong\u003ePages\u003c/strong\u003e” tab may also be helpful. It shows all of your pages that rank for at least one of the keywords you’re tracking.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Pages report showing URLs ranking for tracked keywords\" data-original=\"https://static.semrush.com/blog/uploads/media/07/88/07887c01305306c0e27eb8cc098e1eba/855352369192b616bb0d5853d123a059/original.png\" height=\"496\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/07/88/07887c01305306c0e27eb8cc098e1eba/855352369192b616bb0d5853d123a059/AD_4nXcX8mjxI36LUSiwclri_dd6aGKiegy8g5seX9IRFm71GmQrATEq7IhEl4ZOFOrqouErn-GWumeJ-mLXZHGxMpQLn9ou552v1vzILJs6H3ycbI59EAnbvqB2O_EqurwEQLqy9LmlLA7jOE4_8TW-23TcOng.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt’s a good idea to monitor your keyword rankings on a weekly basis. \u003c/p\u003e\u003cp\u003eIdeally, you’ll achieve a graduate increase in your rankings. Which can later translate to organic traffic and conversions. \u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/position-tracking/\" show_input=\"false\" header=\"Track Your Rankings\" text=\"with the Position Tracking 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\u003eUse Keywords to Boost Your Marketing Results\u003c/h2\u003e\u003cp\u003eWith keyword marketing, you can reach your audience through search ads and organic results. And if you can afford it, using these two methods together is a great idea.\u003c/p\u003e\u003cp\u003eSemrush offers a range of tools to support your efforts for both SEO and PPC.\u003c/p\u003e\u003cp\u003eSign up for a free account today.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/\" show_input=\"false\" header=\"Access 55+ Tools\" text=\"with a Free Semrush Account\" 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","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"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. 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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. 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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. 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Discover what’s new, what’s working, and what’s changing in the online world to stay ahead of the curve and grow your business.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]}],"oembed":{"twitter":false,"youtube":false},"articles":[],"isBot":false,"isUser":true,"isAuth":false,"parseContent":true,"hasToken":false,"profile":null,"urlsFromRequest":{"rootUrl":"https://www.semrush.com/","blogUrl":"https://www.semrush.com/blog/","articleUrl":"https://www.semrush.com/blog/keyword-marketing/","articleUrlForSocial":"https://www.semrush.com/blog/keyword-marketing/"},"localizationMessages":{"+DgkQi":"Get trial","+k5t/y":"Contributor","+wJa4Z":"No results found for","/QFBtC":"Competitor analysis, keyword research, website audit, advertising and social media, and more.","1LeIud":"Find articles","1aSaAi":"Try rephrasing keywords or using synonyms.","1tYgEc":"Audit your local listings","2x9iv+":"Subscribe to learn more about {theme}","3mvL2Q":"and","5ahCYq":"Boost your digital marketing efforts","6cN5Tc":"\u003cbold\u003e Sorry :( \u003c/bold\u003e Something went wrong. 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