Getting Started with Keyword Research

Similarweb is your one-stop shop for discovering high-value keywords and building a strong keyword strategy. Using keyword tools and insights available within the Digital Marketing Intelligence solution, it's fast and easy to find the top and trending keywords in your industry, analyze the quality and volume of the keywords driving traffic, and monitor keyword performance.

In this guide, we’ll show you how to get started using some of the tools and features in the Keyword Research module to optimize your digital strategy!



Keyword tools are ideal for SEO Managers, PPC Teams, and Digital Marketing Strategists. So, let's get started.

Step 1: Discover top keyword opportunities

Keyword Discovery involves finding the right keywords to optimize traffic share by understanding user behavior, interests, and trends. It's also important to see where your competitors are winning in the market.

To start, use the left sidebar menu to access the Keyword Research module.  Within Keyword Research, there are 4 tools available to help you find new keywords.

  • Keyword Generator - One of the easiest ways to find relevant keywords is to search for terms that are specifically related to a seed word or phrase.  In the Keyword Generator tool, enter a seed word and click Generate. A list of top keyword matches, along with valuable insight on each, will be generated.

  • Keyword Gap - Uses a competitor-focused approach to finding keyword ideas by comparing the keywords sending traffic to you and your competitors. These insights can help spot opportunities, wins, and losses and give your content and PPC teams a clear understanding of which keywords to prioritize to maximize traffic share.

  • Seasonal Keywords - Dive into the seasonal patterns of keyword traffic. View seasonal keywords by industry and see yearly trends to find the seasonal patterns for top keywords.

  • Keywords by Industry - Find the top keywords for the selected industry. See the distributions of paid vs. organic traffic, search traffic by channel and by source, and many insights on volume, leaders, and trends for the top keywords in the industry.

Using one or many of these tools will, no doubt, help you discover relevant high-quality keyword opportunities.

Create a Keyword List

Once you’ve identified some new keywords, it is useful to create a keyword list.

Using Keyword Lists is an easy way to keep track of valuable keywords in one place -- where you can compare and monitor key metrics like MoM change, click vs. non-clicked, and more.

Watch a short video on building and using Keyword Lists.

Step 2: Analyze keyword performance

The Analyze Keywords pages uncover the digital market share for a keyword in a variety of ways. Use the data and insights in these pages to get an in-depth understanding of the full competitive landscape for any keyword in worldwide markets.

To begin,

  1. From the left sidebar, select Analyze Keywords > Overview page.

  2. Enter a Keyword or Keyword List to analyze.

  3. The Keyword Overview page provides an overview of the insights on the Search volume, Organic and Paid Traffic, Top and Trending keywords, and categories.


To dive deeper into the insights, use the left sidebar and visit:


Total Traffic: see an overview of the total traffic, both paid and organic, for the keywords in your keyword lists.

Organic Competitors: see traffic share for the organic keywords. Drill down into search and website types, industry, and search engine.

Paid Competitors: see traffic distribution by competitor over time, and find the destination URL of where this traffic is being sent - a handy way to understand what types of landing pages are working for the competition.

Mobile Competitors; uncover your keyword competitors on Mobile Web-based traffic generated by a particular keyword.

Geography: find key metrics in specified geographical locations for any keyword or keyword list.

Top Search Ads and Top Product Ads: see top-ranking ads by position for the given keyword or keyword list -- a great way to reverse engineer the best ad creative strategies.

Step 3: Monitor keyword performance

As we have covered, there are a few different ways to find and analyze the keywords driving quality traffic to your site and your competitor sites.

Once you’ve identified the keywords of interest, creating Keyword Lists is an easy way to monitor keyword performance and stay ahead of your competition.

The Monitor Keywords page offers a view of all of the keywords lists you have created and additional lists that have been shared with you.  View high-level metrics at a glance and drill down to see more in-depth data for each listed keyword.

  1. From the left sidebar, select  Keyword Research > Monitor Keywords.

    The page displays the Keyword Lists you have created and any lists that have been shared with you.  At a glance, you can see an overview of traffic share and MoM change for the keywords.

  2. Within a Keyword list table, click See All Keywords to view a more in-depth analysis of the list items.


    Your list of keywords and insights contains an option to Benchmark Against Your Arena. Arenas are another great tool for monitoring and benchmarking your competitors and optimizing your strategies.  Read more about Creating an Arena.

  3. For each Keyword in your list, you have insights on traffic share, change, volume, trends, and more. 

    To reveal more about a specific keyword, click the Keyword link in the table to access the Overview page for that list item.

Give it a try!

Visit the Keyword Research module in Digital Marketing Intelligence to discover and qualify new keywords and monitor your competitors' keywords!

Additional resources

Learn more about the Digital Marketing Intelligence platform:

Take a deeper dive into the Keywords:.

Understand the insights:

Visit the Glossary to discover more about the insights, calculations, and usage.

Explore other topics:

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