7 Unique Ways to use Semrush Keyword Research Tool in 2021

Among over 40 different tools, the Keyword Research toolkit of Semrush is one of the most used ones.

Semrush Keyword Research consists of different tools and thus distinct ways of finding keywords for Search Engine Optimization (SEO).

In this guide, I will show how to use Semrush for keyword research in 2021.

Semrush keyword research

Find keyword variations

Enter your seed keyword into the Semrush search box and you will be given related keywords.

semrush-keyword-overview

Keyword Magic Tool

Find keyword ideas based on category

Type your main keyword in the search box and select the relevant keyword database. (United States Google is selected by default)

semrush-keyword-magic-tool

Keywords will be categorized mainly by the number of keywords and search volume. Use sub-categories to filter each keyword variation.

Organic Traffic Insights

Find keywords not provided in Google Analytics.

Connect your Google Analytics and Google Search Console accounts with Semrush and find not provided and not set keywords along with session data like bounce rate, goal completion percentage for each keyword.

landing-pages-organic-traffic-insights-semrush

Competitor Analysis

Find keywords used by competitor websites

Enter the URL of a website in the Semrush search box.

semrush-domain-overview
Semrush will break down keywords based on organic traffic share using Click Stream Data and organic position distribution.

Click the ‘View details‘ button under the top organic keywords section to see all ranking keywords of a website.

competitor-website-organic-research-semrush

Find keywords based on URL

Enter the competitor’s URL on the Semrush search box. Ensure that ‘Exact URL‘ is selected.

url-analytics-overview-semrush

Click on the ‘View all organic keywords‘ button or the Positions tab at the top.

domain-url-analysis-semrush

Keyword Gap Analysis

Find keywords used by your competitors but not you

One of the better ways of using Semrush for keyword research is identifying keywords that your competition used but you. Keyword Gap (or Content Gap) tool enables you to find which contents are missing from your content marketing campaigns.

Domain vs Domain

Go to the Semrush Keyword Gap tool and enter your domain name and specify up to four competitor websites.

semrush-keyword-gap-settings
Set Organic Keywords as the keyword type and select the database.

The following keyword report will contain keywords of your site and competitors. And they are grouped into six groups:

  1. Shared
  2. Missing
  3. Weak
  4. Strong
  5. Untapped
  6. Unique
semrush-keyword-gap-analytics
Keywords shared by your and competitors’ sites

URL vs URL

Find which keywords a particular page of your site is missing by comparing it with another page.

url-vs-url-semrush-keyword-gap
Comparing keywords of a URL against its competitor gives you insights on which keywords to add

SEO Content Template

Find keywords based on top 10 rivals on Google SERP for a given keyword and audience targeting

Go to the SEO Content Template section and enter your seed keyword.

audience-targeting-semrush-content-template

In the Semrush SEO Content Templates recommendation report, go to the Key Recommendations section and look for keywords to include.

key-recommendations-semrush-SEO-content-template

Learn more about Semrush SEO Content Template.

SEO Writing Assistant

Find keyword ideas based on your written content

SEO Writing Assistant is a content optimization tool by Semrush. You can use it on your WordPress site, Google Docs, or Semrush. Learn more details in this beginner’s guide to Semrush SEO Writing Assistant.

Look for recommended keywords under the SEO section of Semrush’s SEO Writing Assistant.

How to use Semrush for keyword research (best practices)

In a recent Semrush review 2021, I shared several ways of using the Semrush platform to grow a business online. Here are several ways how you can use the Semrush Keyword Research tool properly.

If you already have a list of keywords but are not sure which keywords to include, use ‘Bulk Analysis‘ of Semrush Keyword Research tool.

bulk-analysis-keyword-overview-semrush

Add those keywords to your Keyword Manager.

You can add new keywords (up to 1,000 per keyword list depending on your Semrush subscription plan) on this page too.

semrush-keywords-manager

In Keywords Manager, you can get a snapshot of top competitors in Google, SERP features, Competitive Density (for Google Ads), Keyword Difficulty, Search Volume, and Click Potential.

Once you found a set of keywords that are worth writing content, head over to the Keyword Magic Tool and find topic ideas.

low-competitive-keywords-semrush-keyword-magic

Keywords like “funny email subject lines” have got a decent global search volume with a medium (possible-to-rank) Keyword Difficulty score. I do not trust KD of any SEO tool because it tends to promote inaccurate results. Instead what I recommend is checking the Golden Keyword ratio with a tool like WriterZen. Learn more.

Once found a decent keyword idea, check SERP for the particular keyword, by entering it on the Keyword Overview tool. Also, you can use keyword variations, question-based keywords, and related search terms too.

serp-analysis-keyword-semrush

Finding competitors keywords

Previously I shared a couple of articles about doing competitive keyword research in Semrush. Read them below:

  1. Competitor Keyword Research with Semrush
  2. How to find Competitors Keywords

If you want to get traffic that your competitors are receiving, basically you should get started by conducting a Keyword Gap Analysis in Semrush.

Start by ranking for low-hanging fruits. (i.e: less competitive keywords of competitors)

  1. KD: Easy
  2. Position: Competitors in Top 10
untapped-low-competitive-keywords

The logic is if a competitor site is ranking for a lower competitive keyword, you have a chance of ranking for it too.

Finding Question Keywords

One of the quickest ways of ranking in Google SERP is writing useful content around question-based keywords.

Not only that you can use those questions in FAQ sections on your site (with Schema markups) to rank for FAQ sections in Google.

questions-keywords-semrush

However, I would like to see a relevance score for related keywords to the main keyword phrase because using irrelevant keywords will be harmful.

Optimizing exisiting content

Another use of using Semrush for blogging and content marketing is that you can unlock not provided keywords with Organic Traffic Insights and use the data given to optimize existing content. If not, maybe your content is penalized by Google. Visit Google Search Console and see any alerts like usability issues.

Here are few tips:

  1. Start a SERP positions tracking campaign in Semrush to monitor keyword ranking of important keywords to your business. Set up a trigger whenever a keyword leaves the first page on Google.
triggers

If the keyword rank is dropped, maybe a competitor comes up with better content or someone acquired backlinks. Check Google SERP for the particular keyword and analyze competitors’ content.

  1. Improve exisiting content with Semrush SEO Writing Assistant tool. Use On-page SEO Checker or Semrush SWA WordPress plugin to analyze content and optimize.
optimize-existing-content-semrush-SEO-content-template

Writing SEO-friendly content

Now you found how to use Semrush to keyword research using main tools. The next step is creating an SEO content template for the piece of content. It will basically:

  • Help you determine which content to add based on top 10 rivals on Google SERP
  • Provide an estimated length of word count and readability score to balance your content
enter-keyword-semrush-content-template

Use semantically related words to build content outlines.

key-recommendations-semrush-SEO-content-template

Is Semrush all you need for keyword research?

It depends.

By looking at the data, Semrush is by far the biggest when it comes to keyword research. It consists of billions of keywords and competitive analysis data. However, it does not mean Semrush keyword suggestions will surely help ranking top on search engines.

Personally, I use multiple keyword research tools because of this. Semrush is doing a better job when it comes to recommendations of related keywords than Semrush competitors. I import those keywords into WriterZen to calculate the Golden Keyword Ratio.

writerzen-golden-score

Fundamentally, GKR is a metric that selects keywords based on content scarcity and profitability of ranking on Google. Although Semrush provides metrics like CPC and Click Potential, they do not really tell the bigger picture of a keyword. However, WriterZen organizes keywords based on Golden Filter in two ways:

  1. By Ranking Probability: If your website is new, this would be the best option to find low hanging fruits
  2. By Potential Value: Keywords sorted by commercial potential yet low in competition. Perfect if your site is established.

Strengths

  • Extensivity of keywords
  • Historical data
  • Keyword filter options
  • Competitor analysis & insights
  • Generate SEO content templates
  • Find underused keyword ideas

Weaknesses

  • Does not provide a keyword relevance score

Final words on using Semrush Keyword Research Tool

Using Semrush for keyword research is a primary reason why many marketers, especially small business owners like bloggers and content writers and freelancers use Semrush platform. However, not many of them utilize Semrush Keyword Research at the fullest potential.

In this guide, you learned how to use Semrush for keyword research in seven different ways and best practices. As I described, you need to do your own research as well – Do not trust the data of any SEO tool. Verify data and predict the revenue from ranking for a keyword on Google with tools like WriterZen.

So, how do you use Semrush keyword research features in your business? Share your thoughts below.

Semrush keyword research
Categories SEO

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