DISCOVERING RELEVANT KEYWORDS AND MAXIMIZING THEIR IMPACT

BY HEIDI MCIVOR ALLEN

In the ever-evolving landscape of digital marketing and SEO, the role of keywords continues to be forefront. They serve as the navigational tool that directs online content to its intended audience. However, it’s not just about targeting a single keyword anymore; it’s about understanding the broader semantic context in which it operates.

“When you change one thing, you have the ability to change EVERYTHING.”

WHAT ARE RELATED KEYWORDS?

Think of related keywords as the “buddy words” of your main keyword. They’re like the supportive friends that share a similar vibe or context, even if they aren’t exact synonyms. Search engines depend on these related keywords to make sense of what’s on a webpage.

Now, why should you care? Well, finding and using related keywords can turbocharge your content creation game. It’s like having a broader net to catch more fish (or, in this case, potential customers) in the vast online sea.

HOW TO FIND RELATED KEYWORDS

Let’s explore five ways to find related keywords and delve into tactics you can use to avoid missing out on critical opportunities and improve your SEO strategy.

1. DO KEYWORD RESEARCH

One of the easiest and fastest ways to find related keywords is to do keyword research using Semrush’s Keyword Magic Tool.

Here’s what each one means:

Broad match shows any variation of your seed keyword in any order
Phrase match shows keywords with the exact seed keyword in any order
Exact match shows keywords with the exact seed keyword in the exact order
Related shows keywords similar to your seed keyword, based on having similar search engine results

2. ANALYZE YOUR COMPETITORS

Another approach to uncovering related search terms involves competitor research, and an excellent starting point is the Search Engine Results Page (SERP).

Begin by performing a swift Google search to identify the web pages currently holding top ranking for a query you intend to target.

Here’s how:

Run each of the top-10 ranking URLs through Semrush’s Organic Research tool. One by one.
Enter the URL, choose a country, and click “Search.”
On the next page, select “Exact URL” from the drop-down menu at the top.
Now, click on the “Positions” tab. And you’ll see the keywords that page is ranking for.
Do this for each of the top-10 ranking URLs. And you can put together a long list of related keywords.

3. LEVERAGE CONTENT CREATION TOOLS

There is an abundance of content creation tools available, and while their primary objectives may vary, a few can assist in discovering related keywords.

For example, Semrush’s SEO Content Template.

Start by adding your target keyword and clicking “Create content template.”
The tool will analyze your top-10 ranking rivals and share recommendations. Including a list of semantically related keywords.
To analyze existing content, copy and paste the text into our SEO Writing Assistant. You’ll see an “SEO” widget on the right that lists recommended keywords.
hese are related keywords you can add to your page to get better SEO results.

4. EVALUATE YOUR CONTENTS PERFORMANCE

Google Search Console (GSC) is a complementary tool designed to provide insights into your website’s performance in Google search results.

Within GSC, you gain access to vital information about the keywords that your pages are currently ranking for. This rich source of data makes GSC an invaluable resource for discovering related keywords that can supercharge your content strategy.

In the dashboard, click on “Search results” under “Performance.”
To analyze a specific page, click “+ New” and select “Page” from the drop-down menu
Then, select “Exact URL” from the drop-down menu, add the page’s URL, and click “APPLY.”
Check the “Average position” box at the top and scroll down to see which keywords the page is ranking for.
Now, go back to your content and make sure it contains these related keywords.

5. USE GOOGLE AUTOCOMPLETE AND RELATED SEARCHES

You don’t have to look far to find related keywords – Google itself can be a goldmine of suggestions. Google’s Autocomplete feature is a fantastic resource that predicts your search query as you type, and all these suggestions are essentially related keywords.

For instance, if you’re crafting an article about ‘off-page SEO,’ simply type it into Google’s search bar. The predictions that pop up are valuable related search terms you can seamlessly integrate into your content. What’s neat is that these suggestions mirror the real queries made by Google users.

But wait, there’s more! Google offers another nifty feature called ‘related searches.’ Once you search for ‘off-page SEO’ and scroll to the bottom of the page, you’ll discover a section displaying keywords closely associated with your initial search term, as deemed by Google’s algorithms. These are like bonus related keywords waiting for you to explore.

HOW TO USE RELATED KEYWORDS TO OPTIMIZE CONTENT

After pinpointing your related keywords, here’s how to integrate them effectively into your content.

1. BUILD TOPIC CLUSTERS

Topic clusters consist of strategically connected web pages centered on a particular theme. These clusters serve a dual purpose: they enhance search engine comprehension of your website’s organization and bolster your credibility within a specific subject area.

The foundation of topic clusters is built upon three key components:

Here’s a breakdown in simpler terms: Your pillar page should be all about your primary keyword, and don’t forget to sprinkle in mentions of those related keywords. On the other hand, your clusters should dive deeper into those keyword variations to ensure you’ve got all angles covered.

For instance, if your primary keyword is “copywriting,” your cluster might take shape like this:

By using related keywords in this way, you broaden your scope, ensuring a more thorough exploration of topics. This approach empowers you to establish a strong foothold as an authority in your field and solidify your reputation as an expert.

2. ADD RELEVANCE TO EXISTING CONTENT

Google and other search engines use a mix of keywords and context to determine how relevant a webpage is to a specific topic. This ensures that the information it offers matches what someone is looking for. Relevance is a top priority for Google when ranking pages. Google’s algorithms not only check for your main keyword in crucial places like the title, headings, and the body of your content but also consider other elements such as images, videos, and related keywords.

In practice, this means that if your content doesn’t include related keywords, Google might interpret your page as not closely related to the main keyword. So, when you’re optimizing content, make sure to naturally incorporate related keywords where they fit, as they contribute to the overall context and relevance of your content.

3. USE YOUR KEYWORDS EFFECTIVELY

After you’ve identified and integrated your related keywords, it’s time to take your strategy to the next level. This involves an ongoing review of your keyword utilization and the continuous refinement of your content. A valuable tool for accomplishing this is On-Page SEO Checker in SEMRush, which simplifies the entire process.

HOW MCIVOR MARKETING CAN HELP YOU
WITH DISCOVERING RELEVANT KEYWORDS

At McIvor Marketing, we are an SEMRush partner so have inside partners to help us with all things SEMRush. McIvor Marketing is your trusted partner in the quest for discovering relevant keywords that can transform your digital presence. Our experienced team of digital marketing experts understands the intricacies of keyword research and its vital role in boosting your online visibility.

We go beyond the surface, diving deep into the ever-evolving world of SEO to uncover the keywords that truly matter for your industry and target audience. With a personalized approach, we analyze your unique business needs, industry trends, and competitor landscapes to craft a keyword strategy that sets you apart. From identifying related keywords to optimizing your content, we ensure that every step of the process aligns with your goals.

Let McIvor Marketing be your guide to unlocking the potential of relevant keywords and taking your online presence to new heights.

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