The Topics feature enables users to group keywords into contextual clusters, making it easier to analyze keywords and uncover competitors’ search performance in a smarter, faster, and more strategic way.
What is the Value?
This feature organizes a website’s top traffic-driving keywords into thematic topics, based on their appearance and context in Google search results (SERPs). These topic clusters offer a high-level view into the real content themes that are driving organic and paid traffic, helping you uncover what’s working, what’s trending, and where new opportunities lie.
Whether you're optimizing your own strategy or analyzing a competitor, Topics reveals:
- Which content strategies are generating visibility
- How your topical market share changes over time
- Where new keyword and topic opportunities exist
How to Use Topics
- Navigate to Topics: and enter a domain to review.
- Choose a date range (pick either a specific month, or last 28 days) and relevant country filter in the right hand upper corner of the screen.
- Click your desired traffic type - Organic, Paid, or Combined (Total Traffic)
- Explore Keyword Clusters: Review the thematic groups of keywords driving traffic to the selected website. Each topic represents a cluster of related keywords.
- Save to Keyword Lists: Identify topics of interest and save them as keyword lists for further analysis or campaign planning.
Use Cases
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Discover Competitor Content Strategy
- Enter a competitors’ website to review.
- Use the Trending filter to identify which topics are gaining momentum.
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Track Your Topical Market Share
- Enter your own website
- Select a high-potential topic and save it as a Keyword List
- Open the SERP Players view for that list
- Monitor your share of clicks vs. competitors over time
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Find New Topic Opportunities
- Enter your domain or a competitor’s
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Use the Include/Exclude Topics filter to search a theme (e.g. “calculators”)
Identify:
- Topics you're ranking for but underperforming, these are now your optimization opportunities
- Topics driving high traffic for competitors. These are topics you can research and create content for.
Key Metrics & Filters
- Number of Keywords: Total grouped under each topic
- Total Volume: Estimated monthly search volume across all keywords
- Total Clicks: Estimated clicks going to the analyzed website (with % share)
- Change: Increase or decrease in traffic vs. previous period
- Organic vs. Paid: View traffic source split
- Device Split: Desktop vs. Mobile (coming soon)
- Trending/De-trending: Highlights growth or decline
Benefits of Using Topics
- Simplified Keyword Analysis: By grouping related keywords, Topics reduces the complexity of reviewing individual keywords. Instead, you see the performance and trend of a thematic group.
- Enhanced Competitive Insights: An at-a-glance view at which thematic areas are driving traffic to competitors, helping you identify gaps and opportunities in your own strategy.
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Efficient Research Workflow: Quickly save relevant keyword clusters into lists, streamlining your research and planning processes.
FAQs
Q: Can I compare Topics across domains?
A: While the Topics tab is domain-specific, you can compare performance using saved keyword lists in SERP Players.
Q: Are Topics static?
A: No. Topic clusters are refreshed monthly to reflect evolving search behavior and traffic trends.
Q: Do Topics include paid keywords?
A: Yes. Both organic and paid keywords are included. You can filter by traffic type in the platform.
Q: Why are topics different across competitors?
A: Because each site receives traffic from a unique set of keywords, the resulting topics will vary even for similar businesses.
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