Robbie Richards

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How to Perform Keyword Research for an Existing Website (and Get Quick Organic Traffic Gains)

January 17, 2017 by Robbie 52 Comments

Traffic.

It’s the lifeblood of any online business.

Without it, generating leads and feeding the sales funnel is next to impossible.

Ask any marketer how to get more traffic and you’ll inevitably hear things like:

Write more engaging content.

Send more emails.

Invest in paid traffic.

Focus on SEO.

And, while all play an important part in the overall strategy…

It’s not necessarily the best place to start.

The truth is:

You can get QUICK traffic gains without spending money on ads or writing any new content at all.

How?

Derive more value from your existing assets.

In this tutorial, I’m going to show you how to find ALL the low hanging fruit on your website and turn it into quick traffic gains. It is the first thing I do when performing content audits for new clients.

This strategy will usually help an established website increase it’s organic traffic 20-25% in a few short months. In fact, this exact strategy helped me take an article from #8 to #2 in Google overnight, and increase organic traffic to another post 402% in 30 days:

Increase organic traffic

Pretty cool, right?

Let’s get started.

Identify the right audience

When performing keyword research for an existing website there are three different data sources to look at:

1. Analytics data
2. Contextual data
3. Rankings data

In this tutorial, we’re going to be focusing on “rankings” data. Specifically, which keywords you have historically ranked for, as well as the keywords your site is currently ranking for. This will provide visibility into the immediate growth opportunities on your website.

SEMrush

There are only a small handful of tools out there that provide quick access to both historical and real-time rankings data. The tool we’ll be using today is SEMrush - it's my go-to keyword research tool.  

GET ONE MONTH FREE OF SEMRUSH PRO

We'll be relying a lot on SEMrush to collect and analyze the rankings data. If you want to get access to all the tool's features and be able to follow along step-by-step with this tutorial, click the link below and get free access for 30 days.

Try SEMrush PRO Free for 30 Days

Note: If you want to dive deeper and explore all the tool’s feature, check out the 10,000 word review I put together here.

Step #1: Collect the rankings data

For the tutorial, I’ll be using this blog to demonstrate the process.

Quick side note: Big shout out to my friend Nick Eubanks over at SEOauv. His “Master Keyword Research in 7 Days” course introduced me to the strategy outlined in this post.

Head over to SEMrush and log into your account:

SEMrush dashboard

Copy the URL of the website and paste it into the search bar on the main dashboard:

SEMrush dashboard 2

Hit “search”.

From the “Domain Analytics” overview report, select the “Organic Research” tab:

Organic search positions report

This report will show all the keywords a site currently ranks for in the top 100 search results in Google.

For example, you can see my blog has roughly 1,900 keywords ranking in Google’s top 100 organic search results. If I was to bid on this same subset of keywords in AdWords, it would cost me about $8,800 a month.

Scroll further down the page and you’ll find the organic search positions table:

Organic research table

The table will show:

  • Which keywords are ranking in the top 100 search results
  • The ranking for each keyword
  • Monthly search volume
  • CPC
  • The URL ranking for each keyword
  • The percentage of organic traffic a keyword brings to a site each month
  • Level of competition
  • 12-month rolling search trends
  • Real-time snapshot of the search results page
JG testimonial

Step #2: Export the rankings data

In less than a minute you’ve managed to find all the keywords your website currently ranks for, along with a number of other valuable data points.

Now what?

The next step is to export this data into an excel spreadsheet and extract actionable insights.

At the top right corner of the organic positions table you’ll see a button to export the data:

Export organic search data

Click the button and download the data into an excel spreadsheet.

All the data from the SEMrush web app will be transferred:

Excel spreadsheet with data imported

You can see in the screenshot above that the column headings align exactly with the table headings shown within SEMrush.

Step #3: Filter the rankings data

So. Much. Data!

Amazed John Cena

Where do you start?

Select the "Filter" button at the top of the spreadsheet. This will add a dropdown to the top of each column to help better sort the data:

Using spreadsheet filters

Click the dropdown arrow at the top of the “Search Volume” column and sort from largest to smallest.

This will return a list of all the keywords your site currently ranks for in the top 100 search results, sorted by search volume from highest to lowest.

There is a lot of data here, so before we jump in any further let’s add some additional filters on top of the data to make it a little less visually intimidating and easier to follow.

Select the “Positions” tab.

Next, head back over to the “Home” tab and click the “Conditional Formatting” tab, select the “Color Scales” option and choose the “Red – Yellow – Green” scale:

This will instantly provide a better visual representation of the data.

You can see the largest traffic opportunities from organic search, and the yellow-red highlighted cells will show all the keywords with lowest but existing rankings.

This is your low hanging fruit.

Note: You might not be able to realistically rank for some of the listed keywords, and some of the others may not even be relevant to your business.

For example, “Reddit one piece” is a search phrase that gets 6,600 monthly organic searches, but I have no interest in ranking for it.

On the other hand, there are keywords like “google adwords keyword tool”, “adwords keyword planner”, and “moz open site explorer” that are relevant to the website, but I will not be able to realistically rank for those terms any time soon.

We’re not going to invest any time or energy focusing in those areas.

Step #4: Find quick growth opportunities

This is where you mine for keyword gold. The key is to find all the keywords that:

1. Are most relevant to your target audience
2. Already rank in positions 6-30

Create a new sheet titled “Keyword Opportunities”. Copy and paste the headings across from the first spreadsheet:

Next, jump back over to the first sheet and start manually reviewing the keywords. This is where the conditional formatting will make your life a LOT easier.

In the spreadsheet, you will notice all the keywords ranking on the first three pages are colored in green:

Identify keywords ranking on top 3 pages in Google

As you scroll through the list only focus on the terms highlighted in green.

Very quickly you'll be able to find some golden opportunities.

For example:

This blog currently ranks #6 for the search term “how to promote your blog” which gets 1,300 monthly searches:

Since roughly 67% of the clicks go to the top 5 search positions...

SERP click-through rate

I know that by improving the rankings for this search term just a few positions will instantly send more traffic to the site. So, I’ll copy that row and paste it into the “Keyword Opportunities” tab:

Keyword opportunity

Head back over to the first sheet and continue analyzing the green cells.

Bingo!

Three more opportunities:

link building strategies (590 monthly searches)
lead magnet (390 monthly searches)
seo case study (390 monthly searches)

Continue pasting new keywords into the “Opportunities” spreadsheet.

As you can see, this process scales very easily.

GET ONE MONTH FREE OF SEMRUSH PRO

We'll be relying a lot on SEMrush to collect and analyze the rankings data. If you want to get access to all the tool's features and be able to follow along step-by-step with this tutorial, click the link below and get free access for 30 days.

Try SEMrush PRO Free for 30 Days

Step #5: Scaling the process for larger websites

Right about now, some of you might be saying:

What if my website ranks for tens of thousands of keywords?

Great question.

After all, even with conditional formatting, sorting through enormous lists of keywords is a very tedious and time-consuming task.

Luckily, there is an easy workaround for this.

Head back to your spreadsheet, click the “Positions” column and deselect all the numbers:

Scaling the keyword process with excel filters

Next, re-select numbers 6-20.

Now, you’re left with a spreadsheet that only contains keywords ranking bottom of page 1, or page 2 in Google:

These are the lowest of the low hanging fruit; the keywords you can target for quick organic traffic gains.

Step #6: Prioritize the shortlist

The goal here is to get fast traffic gains.

So, it’s important to identify which keywords from the shortlist have the lowest level of competition – the ones that will be easiest to boost rankings.

Click the “Competition” tab in the “Keyword Opportunities” sheet and sort from lowest to highest:

Filtering keyword opportunities by level of competition

The level of competition is rated on a scale of 0 to 1.

A general rule of thumb:

Anything below 0.4 is a good target. However, if you have a high authority site you can shoot a little higher.

Regardless, make it a priority to first target the keywords with the lowest level of competition. You’ll find it easier (and quicker) to improve rankings.

Additional ways to assess keyword competition:

The SEMrush competition data is pulled from Google AdWords PPC data. Although this provides a decent relative assessment of competition, it's wise to look at some additional organic indicators.

#1: Domain Authority

The #1 factor in page's ability to rank for a given keyword is the authority of the page. One of the best ways to assess page authority is to use the Moz Bar chrome extension. 

Once the extension is activated, type in one of the search terms identified in the spreadsheet above:

Moz Bar

Pay attention to the authority of pages ranking higher in the SERPs. When there are sites with similar authority outranking you, it is a good sign quick gains can be made. 

#2: Ahrefs Batch Analysis

Another major ranking factor is the number of quality links pointing to a page. 

Paste each of the page URLs outranking your post into the Ahrefs Batch Analysis tool:

Ahrefs Batch Analysis tool

This will quickly show you how your post stacks up against the competition in terms of link profile:

Looking at competitor link profiles in Ahrefs

By looking at the SEMrush keyword competition metric, analyzing page authority and competitor link profiles, there is no reason why I can't climb into the top 5 positions for the search term "seo case study". 

Step #7: Optimize for better rankings

The final step in this process is optimizing the existing content to improve rankings. There are a number of ways to do this.

After the shortlist of keywords has been sorted by level of competition, start analyzing the URLs ranking for each keyword.

For example, my link building strategies post used to rank in position #7, but has recently fallen to the bottom of the first page.

After looking closer at the content, I quickly get a good idea as to why that might have happened.

The post has received almost 4,000 shares:

Social engagement screenshot

Has a solid backlink profile:

Ahrefs backlink profile

And decent on-page optimization.

BUT...

It was published back in 2014:

The content is due for a refresh.

Here is a quick overview of how I would optimize this post to move it up in the rankings:

  • Update existing tactics with new screenshots and additional information
  • Add 3-5 new strategies to the post
  • Re-promote the post across social media
  • Run a paid social media campaign to build social signals
  • Launch a light outreach campaign to capture additional backlinks
  • Add internal links from several other related posts on the site

A general rule of thumb…

When identifying areas of optimization in your existing content, look at the following:

Publish date: Make sure you're updating content every 6-12 months.

Detail: With over 2 million blog posts published every single day, competition is more fierce than ever. Audit the competition every 6 months and make sure your content is still the most in-depth resource on the topic. 

On-Page SEO: Make sure all key on-page elements - title tag, heading tags, URL, internal links, anchor text, LSI and alt text - are optimized for the seed keyword and long tail variations.

Backlinks: The number of quality inbound links pointing to a page is still a top three ranking factor. Look at the link profile of your content and cross-compare it against the competition. Look for at how (and where) the competition is getting links, and replicate them. 

Behavioral Signals: I'm a firm believer that UXO is fast becoming the new SEO. With the development of more advanced machine learning and the evolution of Google's RankBrain algorithm, user intent and behavioral signals are quickly become the most important ranking factor. As a result, webmasters need to be doing everything they can to secure high click-through from the SERPs, lower bounce rates and longer time on site. 

Optimize title tags to make them more attention-grabbing, improve page load speed and use multi-media assets like video, images and infographics to keep people on your site longer. Internal links can also help channel readers deeper into your site.

Results

Action speaks louder than words.

Back in 2014 I wrote a monster review of the SEMrush tool.

The post ranked bottom of page one for a number of search terms that sent a stream of organic to the blog.

I performed the keyword research exercise outlined above and noticed that rankings for the post had been sliding in recent months.

Here is a list of the things I did:

  • Completely re-formatted the post with Thrive Content Builder to make it easier to navigate
  • Updated screenshots to reflect the app's new UI
  • Added new content that covered each of the tool’s new features
  • Added in-depth action items to each section of the review
  • Added keywords in h2 and h3 tags
  • Re-promoted the post using these strategies
  • Submitted the updated post to Google Webmaster Tools for a quick crawl

In just 10 days the post has jumped from #8 up to #2:

Improved SEMrush rankings

And traffic to the post increased over 73%:

SEMrush post traffic increase

The post is even getting first page rankings for major branded search terms:

SEMrush ranking gains

I'll be applying this strategy to several posts on the blog over the next 90 days and predict it'll increase the blog's organic traffic 15-20%.

Case study to come 🙂

Are you ready to get quick organic traffic gains?

Before you spend hours researching new keywords and investing a ton of money on paid ads…

Focus on extracting more traffic from your existing assets.

It’s one of the easiest and most scalable ways to see quick organic traffic gains in any industry.

Filed Under: SEO

Comments

  1. Michael Pozdnev says

    March 30, 2016 at 4:04 pm

    Superb guidance, Robbie! I’d also analyse the competitors, how many internal links and what anchors they have (using Screaming Frog). Out of my experience in SEO, internal links are highly underestimated. A few accurate links from strong pages and a required anchor can easily improve the positions (but first look at how your competitors have done it).

    Reply
    • Robbie says

      April 1, 2016 at 6:07 am

      Cheers Michael! I’ve also seen internal links have positive impact, when used correctly. It’s all about channeling that authority 🙂

      Reply
  2. Mohan Desai says

    April 1, 2016 at 11:37 am

    Wow this is 2nd Article i am reading on your site and it really awesome written, thanks for sharing.

    Reply
    • Robbie says

      April 8, 2016 at 4:03 pm

      Glad you like it, Mohan!

      Reply
  3. Smkj says

    April 2, 2016 at 10:25 am

    SUPERB Robbie !! its really very helpful and I am pretty sure that after following you , its possible for me to make a huge traffic on my site as well , thanks for helping me 🙂

    Reply
    • Robbie says

      April 8, 2016 at 3:56 pm

      Glad you enjoyed the post! Let me know how you go.

      Reply
  4. Burim Bekteshi says

    April 2, 2016 at 2:31 pm

    Excellent article, Robbie ! I actually use almost the same approach for my sites, just instead of Semrush I use Search Analytics of Google Search Console and it works great.
    I think I will try to implement this strategy now with Semrush also 🙂
    I agree with Micheal also about internal links from strong pages to the page you are trying to rank for, they have positive impact.

    Reply
    • Robbie says

      April 8, 2016 at 3:56 pm

      Great, thanks Burim! It’s a solid strategy many people overlook. Great for quick wins.

      Reply
  5. Rank Tracker says

    April 4, 2016 at 10:10 am

    Robbie – Awesome post.

    The information you shared will help to provide a good knowledge on keyword research.

    To find the best keywords, it’s good to analyze what your target audiences are looking for and on what keywords your competitors are ranking for.

    Reply
  6. Mounish Sai says

    April 15, 2016 at 9:51 am

    Hi Robbie,
    Absolutely a great piece of content! <3
    Thanks for sharing.

    Reply
    • Robbie says

      March 6, 2017 at 2:41 am

      Cheers Mounish!

      Reply
  7. Karthik Thiru says

    September 28, 2016 at 6:37 am

    Awesome post Robbie.. Learned a lot of insights. Recently I’ve been loosing a lot of traffic and frankly speaking, is there a post on your blog where you show how to rejuvenate dying business?

    In short:
    started a blog which targets a specific market.. market saturates, and my blog saturates.. I know, may be it’s time for a switch over. but then, is it possible to leverage the power of lsi and start again? or may be any other idea?

    Thanks,
    Karthik Thiru

    Reply
    • Robbie says

      September 28, 2016 at 12:44 pm

      Hey Karthik,

      I have plans in the near future to write a case study on how I’ve been taking posts from page 2 to #2 in Google with content relaunches. Still running tests, but plan to get something out in November for this. In the meantime, don’t view saturation as a bad thing, necessarily. Where there is competition, there is opportunity. I’d think more about how you can create a unique position in the market. For example, my blog is in the IM space – one of THE most competitive niches online. I’ve tried to position myself based on depth, case study and “actionability”. I’m also starting to niche down the focus more to SEO topics for now. Hope that helps. How can you do things different?

      Reply
      • Karthik Thiru says

        September 29, 2016 at 10:51 am

        Thanks for the awesome reply.. Yes it’s true! I’ve not been very in-depth in approach. I’m also into one of the competitive niches (Smartphones is my broad category). I guess i’ll have to narrow down to something specific..

        btw, keeping a watch out for your November post 🙂

        Reply
        • Robbie says

          October 6, 2016 at 12:22 am

          Thanks Karthik! Always start small and expand out.

          Reply
  8. Hammad hussain says

    November 16, 2016 at 6:45 am

    Great post Robbie I will definitely try to implement it on my clients’ websites. I also do keyword research through search console for one of my clients (running apparel business) and my client is happy to see the results after we did tweaks on the onsite content. I am planning to design a case study based on this experience

    Reply
    • Robbie says

      November 21, 2016 at 2:39 am

      Awesome! Let me know when your case study is live. Love to check it out!

      Reply
  9. sonia says

    December 16, 2016 at 6:52 am

    I want to know about heading tag

    Can we use h2 after the h3 or h4….

    Reply
    • Robbie says

      December 27, 2016 at 3:40 pm

      Hey Sonia,

      From a pure info hierarchy standpoint, I recommend keeping h3/h4 below the h2. But, I know sometimes it can make sense to re-introduce down the article to more clearly highlight a section. In that case, it won’t hurt you. Lots of sites do it, and rank fine.

      Reply
  10. Arjunan KS says

    January 23, 2017 at 2:57 pm

    Robbie you are the best. Thanks for this simplified Keyword Research tricks, it would definitely get me some fresh traffic to my blog.

    Reply
    • Robbie says

      January 27, 2017 at 1:45 pm

      Thanks Arjunan! Let me know if you have any questions.

      Reply
  11. Barbara DiLucchio says

    February 5, 2017 at 9:31 am

    hi Robbie,

    I really like these types of information with really good ideas to help with keywords, or anything SEO related. Great Stuff! Keep ’em coming!

    Barbara DiLucchio

    Reply
    • Robbie says

      February 10, 2017 at 4:30 pm

      Cheers Barbara! Plenty more to come 🙂

      Reply
  12. Rick Butler Jr says

    February 14, 2017 at 11:29 am

    None of my keywords are ranking for my site. I have two press release backlinks which is good but I need to learn how to rank my keywords. That is the tutorial I would like to see. Thanks for the post.

    Reply
    • Robbie says

      March 6, 2017 at 1:01 am

      Noted 🙂 Check out this post https://www.robbierichards.com/seo/case-study/

      Reply
  13. Sourabh says

    February 24, 2017 at 12:48 pm

    Robbie Great Stuff.

    I will apply this.

    1 quick question. Is there any FREE alternative of samrush which will show keyword list with rank and competition?

    Thanks
    Sourabh

    Reply
    • Robbie says

      March 6, 2017 at 12:55 am

      Hey Sourabh,

      I haven’t found a tool that gives you that level of detail for free. But – Search Console can give you some good insights around keyword rankings, impressions and clicks.

      Reply
  14. Deepanker says

    May 5, 2017 at 8:28 pm

    I use SEMrush for keyword research and I think this tool has helped me a lot. Google search console gives good data about my site but SEMrush helped me in tracking my competitors and outrank those on my favorite keywords.

    Reply
    • Robbie says

      May 22, 2017 at 12:14 am

      Cheers Deepanker! I use SEMRush for keyword rankings and audits too 🙂

      Reply
  15. Kevin Namaky says

    May 8, 2017 at 4:18 pm

    Thanks, Robbie. Conceptually this is a good method to identify and capitalize on immediate SEO opportunities. This is a nice walkthrough of how to pull data down out of SEMrush as well. Appreciate all the screen shots.

    SEMrush does cost money, and after the 30 day trial you can get similar information straight out of Google Analytics/Search Console/Keyword Planner for free. There is a tradeoff as Google’s tools are not as easy to use. But once you get the hang of it you can get to the same place and, like I said, it’s free.

    If your business is far enough along that you are making some money and can swing it, then go for SEMrush and save yourself the time.

    Kevin

    Reply
    • Robbie says

      May 22, 2017 at 12:07 am

      Thanks Kevin! Yes – you can definitely get keyword data directly from Google. I’ve been using and relying on SEMRush for so long now, it’s easy to forget 🙂 Agree with your point. SEMRush is a good option if you have the funds, and workload to justify the investment.

      Reply
  16. Deepika says

    May 10, 2017 at 6:00 am

    Excellent article, Robbie. Pictorial representation is really helpful. I am working on an article as per your advice in this post. Hope so, this time I will definitely succeed 🙂

    Reply
    • Robbie says

      May 22, 2017 at 12:01 am

      Let me know how it goes, Deepika!

      Reply
  17. Utsav Srinet says

    May 10, 2017 at 3:14 pm

    Robbie, it’s my first comment on your blog. Thes tricks are the key to improving our SEO, thank you. Keep roll-on!

    Reply
    • Robbie says

      May 21, 2017 at 11:59 pm

      Thanks for stopping by Utsav! Hope the content helps!

      Reply
  18. Sikh Names says

    July 1, 2017 at 6:55 am

    very nice roby. but my problem is that in some of ur posts u say to use Ahrefs and in some post u reffer to SMERush. I am realy confused what to use and i cant aford more thn 1 so plz 🙂

    Reply
    • Robbie says

      July 3, 2017 at 3:39 am

      Hey Sikh! No worries. Completely understand.

      Both tools are fantastic. I personally find the keyword data better for SEMrush, and the backlink data better from Ahrefs.

      Reply
  19. Jim says

    July 18, 2017 at 7:59 pm

    Is there any reason why you can’t download the excel now 🙁

    Reply
    • Robbie says

      July 19, 2017 at 12:10 am

      Hi Jim,

      Are you referring to the keyword tracking document?

      Here is a link to the spreadsheet: https://docs.google.com/spreadsheets/d/1anM8qYO6lKne8yg8KKFjivJVab0a9eK54-3-nz-JguA/edit#gid=461693356

      Let me know if you were talking about something else.

      Thanks!
      Robbie

      Reply
  20. Shaikh Masood Alam says

    August 17, 2017 at 4:20 pm

    HI, Robbie,
    Great post on extra organic search boost for existing post, the problem is currently I am not able to buy both tools and already have an SERPstat membership (Thanks to Appsumo). Please guide me. :s

    Reply
    • Robbie says

      August 17, 2017 at 4:23 pm

      Hi Shaikh,

      I haven’t used SERPstat, so can’t really provide much guidance there. I’m guessing they have similar ability to export organic keywords a site is ranking for?

      Reply
      • Shaikh Masood Alam says

        August 17, 2017 at 4:51 pm

        Yes, with competitor backlinks analysis and many more functions.

        Reply
  21. Melissa says

    August 30, 2017 at 3:26 pm

    I’m new to your site, and new to linkbuilding, as well. I’ve already learned some SEO moves I’m going to start trying, as soon as I stop going from article to article here. Thank you!

    Reply
    • Robbie says

      September 1, 2017 at 1:43 am

      Awesome, thanks Melissa! Remember: “imperfect action beats perfect inaction every time” 🙂

      Reply
  22. powerrubber.com says

    December 16, 2018 at 3:35 pm

    Access to SEMRush is really tricky. Th 30 days “free” are a part of agreement/contract. What a shame that is not possible to have access for 7 days or 1 for lower cost than all bundle. If you would be so kind to ask Craig for that, it would be wonderful.

    Reply
  23. Bjorn says

    January 3, 2019 at 9:38 pm

    As always Richard….PHENOMENAL! Loved it. Such specific and actionable advice. Thanks!

    Reply
    • Robbie says

      January 10, 2019 at 1:00 am

      Cheers Bjorn 🙂

      Reply
  24. Derek says

    January 22, 2019 at 1:12 pm

    Nothing short of brilliant! Thank’s for this tutorial Robbie.

    Reply
    • Robbie says

      January 26, 2019 at 5:14 pm

      Thanks Derek!

      Reply
  25. Chandra Prakash says

    July 29, 2019 at 4:36 am

    That’s an awesome technique. I have read one article around the same from niel patel, but it didn’t made clear of how exactly you have to do it.
    But your article made it damn clear.
    Thanks for this awesome post.

    Reply
  26. sachin verma says

    April 26, 2020 at 3:45 pm

    Excellent article, Robbie. Pictorial representation is really helpful. I am working on an article as per your advice in this post. Hope so, this time I will definitely succeed

    Reply
    • Robbie says

      May 7, 2020 at 7:18 am

      Thanks Sachin! Let me know how you go with it 🙂

      Reply

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Hi, I’m Robbie. Founder of robbierichards.com, Creator of The SEO Playbook training program, and Co-Founder of Virayo, a B2B search marketing agency.

I live and breathe SEO, and love teaching others how to get results for their business and/or clients. Enjoy!

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