If you're an SEO manager or content marketing specialist, you already know how important search traffic is for growing a business. And, in the game of traffic, organic search is a crucial player in the race to the top. Enter Similarweb's Keyword Research tools.
Take the guesswork out of your keyword strategy and discover the keywords with the highest clicked vs. non-clicked rates for your competitors, in your industry categories, and even for commercial intent.
In this guide, we'll show you how to use Similarweb to discover:
The first step in keyword research is to look under the hood of your main competitors to discover the search terms driving the most traffic to their website. So, let's take a look.
For this workflow, we'll be using tools and insights in the Competitive Analysis module.
Enter your website. Click +Compare to enter up to four competitor sites. Navigate to the Search > Keywords page using the sidebar menu and view the list of top keywords and search traffic metrics.
At a glance, you see the total number of search visits and the number of organic and paid keywords driving traffic to the competitive set of websites.
The table provides a list of the top 100 keywords and various insights about each one. Consider each of the search terms, the competitive traffic share, and the URL.
Which brands own which keywords, and where are they sending visitors? Are you losing traffic share to a competitor?
The Keyword page includes various filters that will help you discover the best keywords to target. Try changing the Branded and Non-Branded filter to Non-Branded Keywords.
Brand-agnostic keywords will tell you more about customer interests and present endless opportunities to evaluate and build out your content and strategy.
Tip: Select keywords of interest and create a keyword list to track and monitor the newly discovered keywords.
Now you know how to find keywords based on competitive traffic, what about terms based on customer intent?
Long-tail queries can act as a proxy for high intent. The longer the question, the more engaged a customer is. And the more engaged they are, the more likely they are to convert. Individuals whose searches are highly focused are driven by specific intent.
On the Keyword page, set the filter to Organic Keywords and check the Questions queries box.
The table provides a list of the top 100 Question Queries in order of search volume. Consider the data for each Search Term, including Competitive Traffic Share and URL.
Use the filters to refine the search to Non-Branded keywords to view high-volume, objective queries. How are they different?
Next, go to Keyword Phrases to discover word combinations being searched by consumers.
Filter by 2-words or 3-words to see a list of the long-tail keywords and their associated data. And, use the Competitive Traffic filterr and Search Bar to refine further your search based on performance metrics or terms of interest.
Tip: Click the arrow next to a listed keyword phrase to view Competitive Traffic Share over time.
Next up: how can you find keywords based on the customer decision journey?
As you work to improve your SEO strategy, it's helpful to build targeted keyword lists based on where customers are in the funnel: awareness (TOFU), consideration (MOFU), and evaluation (BOFU). Here's how.
On the Keyword page, set the filter to Organic Keywords and Non-Branded Keywords.
Use the Search Bar to filter for keywords by buyer's journey stage:
TOFU (Awareness / Informational): Try including generic terms like "what" or "which" that reflect buyers' initial exploration of a product.
MOFU (Consideration / Directional): Try including more specific terms like branded searches and "best" that reflect buyers' comparison of products.
BOFU (Evaluation / Transactional): Try including high-intent terms like "near me" that reflect buyers' active evaluation and narrowing of product options.
Note the Traffic Volume, Competitive Traffic Share, and SERP Features for each buyer's journey stage. How do they change?
Once you've found keywords for each buyer's journey stage, create a keyword list for each one to easily track, experiment, and optimize your SEO strategy across a range of keywords, from high volume/ high competition to low volume/ specific intent.
Tip: Targeting keywords with the right balance between Search Volume and Competition is critical to your SEO strategy -- especially as you segment by buyer's journey stage.
Learn more about how to attract the most relevant traffic for your business with our blog on "A Strategic Approach to Keyword Search Volume: How to Drive the Right Traffic."
Next consideration in the race for clicks: industry keywords.
Your brand (and your competitors' brands) aside, what are the most popular keywords in your industry? What do they say about customer interests, and how can you leverage them to drive more people to your site?
In the Keyword Research module, select Keyword by Industry and choose your industry.
On the Keywords by Industry page, set the time frame and geographic region for the analysis. Set the filters to Non-Branded to view brand-agnostic terms.
The table shows the list of Top 100 Search Terms for the selected industry and several qualifying search and traffic metrics.
Use the Newly Discovered and Trending Pages filters to find new and trending topics that you don't want to miss out on. Include or Exclude specific terms using the Search Bar.
We've covered keywords by brand competition, keyword competition, commercial intent, buyer's journey stage, and industry (whew). Now, let's talk about generating keywords for your business with (*drumroll*): Keyword Generator !
It's as simple as this: enter a keyword or keyword list and discover keyword ideas based on one of three search engines, Google, Amazon, or YouTube.
Within Keyword Research, go to Find Keywords > Keyword Generator. Choose to search for keywords optimal for Google Search, Amazon On-Site Search, or YouTube.
Enter a seed word(s). The tool returns a list of keywords and provides insights on search volume, trends, organic vs. paid, and the website winning for each keyword.
Tab through the keyword lists, including phrase-match , Related Keywords, Trending Keywords , and question queries to drill down on the long-tailed keywords.
Tip: Don't just look at the first page of results! Keep going to find that golden long-tail keyword with reasonably high traffic and low competition.
Repeat your keyword discovery across Google, Amazon, and YouTube. Understanding keywords to target and optimize for each search engine can help you drive more organic traffic effectively. With YouTube especially, this tool can help you optimize your video content, increase your library of tags, and rank better on YouTube SERP features. And as the only tool that uses behavioral data to estimate search volume and traffic for YouTube keywords, we're pretty excited about it.
And don't forget.. create those keyword lists across your search engines! They'll come in handy!