How to conduct keyword research on Semrush

intermediate 12 min read Updated 2026-03-13

Quick Answer

Start with seed keywords in Keyword Magic Tool to generate ideas, filter for low KD% and high volume, analyze competitors via Organic Research and Keyword Gap, then cluster in Keyword Strategy Builder. Prioritize weak gaps and match search intent for quick SEO wins. Cross-check SERPs and use Personal KD for site-specific insights.

Prerequisites

Active Semrush subscription (Pro or higher)
Defined business goals and seed keywords
Your website domain
Competitor domains
Stable internet and desktop browser

Step-by-Step Instructions

Log in to Semrush Dashboard

Access your Semrush account and navigate to the main dashboard. From the left sidebar, expand the Keyword Research section to view tools like Keyword Magic Tool, Keyword Overview, Organic Research, Keyword Gap, and Keyword Strategy Builder[1][2][3].

Start with Keyword Magic Tool

Enter a broad seed keyword (e.g., cat food) in Keyword Research > Keyword Magic Tool. Select target location (default: United States) and language, then click Search to generate related keywords. Use match types: Broad Match (variations any order, default), Phrase Match, Exact Match, or Related (synonyms)[1][5].

Broad Match generates the most ideas for discovery.

Filter for Low-Competition Keywords

In results, use left sidebar filters: set KD % (Keyword Difficulty) max 49 for low competition, minimum search volume 100, filter by intent (informational, commercial), exclude branded terms via Advanced Filters > Exclude words. Sort by Volume or KD %; toggle Easy for KD < 50[1][2][5].

Target long-tail keywords for easier ranking and better conversions.

Analyze with Keyword Overview

Select keywords or enter one in Keyword Research > Keyword Overview. Choose location and add your domain for Personal KD. Review metrics: Search Volume, Personal KD, Potential Traffic, Topical Authority, Intent, CPC, Trend, SERP Features[1][2].

Inspect SERP analysis table for content formats ranking high.

Spy on Competitors with Organic Research

Go to Keyword Research > Organic Research > Positions tab. Enter competitor domain (e.g., competitor.com) and location. Use Advanced Filters to exclude branded terms or include specifics like cat food. Review top 100 keywords, select and + Add to keyword list or send to Keyword Strategy Builder[1][3].

Compare with Keyword Gap

Navigate to Keyword Research > Keyword Gap. Enter your domain and up to 4 competitors, select Organic keywords mode and location. Click Compare, filter by Missing, Weak, or Strong. Send selected keywords to Keyword Strategy Builder[3][7].

Focus on <strong>Weak</strong> category for quick wins.

Build Clusters in Keyword Strategy Builder

From other tools, select keywords and Send keywords > Keyword Strategy Builder. Create new list if needed, then Cluster this list. Tool groups by similarity; pillar page is main theme, rows are clusters. Expand for metrics, intent, SERP competitors[1][2].

Filter clusters for easiest terms or high-conversion intent.

Refine and Export Your Strategy

Review pillar and cluster pages, apply smart filters (e.g., low KD, questions via Begins with: how). Export lists or map to content. Cross-check live SERPs for intent alignment[2][3][6].

Use for topic clusters: pillar for broad, clusters for specifics.

Common Issues & Troubleshooting

Over-reliance on KD% scores

KD spans misleading 1-60% 'easy' range; use Personal KD with your domain and check current rankings/SERPs instead[2][3][5].

Ignoring search intent

Always review Intent metric and live SERPs; filter questions with Advanced Filters like <code>Begins with: how</code>[1][3][5].

Data overload without clustering

Send to Keyword Strategy Builder early to group into winnable clusters; prioritize Weak gaps[2][3][5].

Tool access limits on free plan

Upgrade to Pro+ for Keyword Magic Tool/Keyword Gap; verify subscription in dashboard[3][5].

No results or irrelevant keywords

Use Broad Match first, refine with Advanced Filters (exclude/include words), ensure correct location/language[1][5].

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