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How to Find a Website’s Keywords (Organic & Paid)

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How to Find a Website’s Keywords (Organic & Paid)

Contrary to some advice on the web, you won’t find a website’s keywords by viewing its HTML code or using the “find” function. You will need an SEO tool for that.

Dive in to see how to really find any website’s organic keywords (keywords that it ranks for in Google) and even paid keywords (keywords used to bid on Google Ads). 

How to find any website’s organic keywords (yours, your competitor’s, and everyone else’s)

As mentioned above, you need an SEO tool for the job. Here’s how to find any website’s keywords in seconds with Ahrefs’ Site Explorer. You can:

  1. Enter any website’s URL. Adjust the mode to see keywords for the entire domain, a path, or the exact URL.
  2. Hit search.
  3. Go to the Organic keywords report. And there you have it—all keywords the website ranks for in Google. 
Finding any website's organic keywords with Ahrefs' Site Explorer

Along with the keywords, Site Explorer will show you important SEO metrics like current position on the SERPs (search engine results pages), search volume, Keyword Difficulty (KD), and even the ranking history.

Position history chart for a keyword

You can also play around with filters to limit the scope of data. For example, you can view the keywords with low difficulty or look for a specific keyword. 

Looking for keywords including the word template

Where to go from here? Since you’ll likely discover a lot of keywords this way, it’s a good idea to learn how to choose the best ones for your website—and we’ve got a full guide on that.

How you WILL NOT find a website’s keywords

If you’re curious, here’s why you need a premium SEO tool. 

An old method for finding keywords was to view a page’s HTML code and look at these two parts of the code:

  • <meta name=”keywords”> This is where SEOs used to put their keywords back in the day to tell Google what the page is about (and hopefully rank for those terms). Hardly anybody uses that now, so you won’t find much information there.
  • <title> This determines the title of the page. This can be a hint as to what the page’s target keyword is as intended by the page’s creator. This means that a) the page may not rank for the keyword in the first 100 SERP results and b) you can see only one organic keyword (without any SEO data) one page at a time.

Another method is to use Google Keyword Planner. This solution is better but still not accurate. 

GKP will show you a mix of keyword ideas based on a page’s URL, where you will find:

  • Some organic keywords that the page ranks for, but you won’t know which. And you will likely get overestimated search volumes for whole groups of keywords instead of just one (learn more in our study).
  • Topically relevant keywords that Google suggests you could run ads for. So not organic keywords a page actually ranks for. 
GKP isn't the best choice for finding a website's keywords
Our article on keyword research doesn’t rank for most of these keywords. Also notice how every keyword reported by GKP has the same range of search volume.

Talking about keywords for search ads, let’s see how you can find those too. 

How to find any website’s paid keywords 

Some SEO tools allow you to see paid keywords (aka Google Ads keywords or Google AdWords). Here’s how you can use Site Explorer for that. You can:

  1. Enter any website’s URL. Again, simply adjust the mode to see keywords for the entire domain, a path, or the exact URL.
  2. Hit search.
  3. Go to the Paid keywords report. 
Finding paid keywords with Ahrefs' Site Explorer

Apart from keywords, this report shows you additional data like:

  • The cost of the keyword (CPC).
  • Search volume.
  • The estimated traffic a page gets from a given keyword.
  • The landing page for the keyword.
  • The ad for the keyword. 

And more. 

FAQ

How to find good keywords for SEO? 

There are a few methods for that: 

  • Look up your competitors’ keywords You can then try to rank for the same keywords or use them to find similar keywords. 
  • Use keyword research tools Keyword research tools uncover hundreds of keyword ideas, along with their SEO metrics, based on just one word or phrase. 
  • Study what topics resonate with your audience This way, you can discover untapped keywords, topics that you didn’t know about, or topics that are just beginning to trend. 

Learn how to use each method in Keyword Research: The Beginner’s Guide by Ahrefs

What is keyword difficulty? 

Keyword difficulty is an SEO metric that estimates how hard it would be to rank on the first page of Google for a given keyword. 

At Ahrefs, we measure it on a scale from 0 to 100 (the hardest), and it’s based on the estimated number of websites that link to the top 10 ranking pages. The more domains link to the top 10 pages, the more backlinks you’ll need to get to rank. 

KD for the word "chocolate"

That’s the basics. If you want to estimate your chances of ranking more accurately, you’ll need to count in a couple more factors, such as the authority of your website and whether you have the ability to match search intent. 

Learn more about the topic in Keyword Difficulty: How to Estimate Your Chances to Rank

How do I use keywords on my website? 

Try to choose one target keyword per page—this will be the topic of the page. You will still be able to rank for many other relevant keywords (no need for keyword stuffing). Then craft your content with these SEO good practices in mind: 

  • Be relevant by aligning your content with search intent (content type, format, and angle)
  • Be thorough by including common subtopics searchers expect to see
  • Include the keyword in the title 

Learn more about targeting keywords with content in On-Page SEO: The Beginner’s Guide.  

Keep learning 

Interested in learning more about SEO and keywords? Try our other guides:

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Top 5 Essential SEO Reporting Tools For Agencies

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Top 5 Essential SEO Reporting Tools For Agencies

Your clients trust you to create real results and hit KPIs that drive their businesses forward.

Understanding the intricacies of how that works can be difficult, so it’s essential to demonstrate your progress and efforts.

SEO reporting software showcases important metrics in a digestible and visually represented way. They save guesswork and manual referencing, highlighting achievements over a specified time.

A great tool can also help you formulate action items, gauge the performance of campaigns, and see real results that can help you create new and innovative evaluations.

The latest and allegedly greatest tools hit the market all the time, promising to transform how you conduct reports.

Certainly, you have to weigh a few factors when deciding which software to implement. Price, features, and ease of use are the most important to consider.

A cost-effective tool with a steep learning curve might not be worth it for the features. Similarly, an expensive tool might be more appealing if it is user-friendly but could quickly run up costs.

Just like any transformational business decision, you’ll have to weigh the pros and cons carefully to determine the right one for you.

Key Takeaways

  • Cost, accessibility, and features are the common thread of comparison for SEO reporting tools.
  • To truly get the best use out of an SEO reporting tool for your agency, you’ll need to weigh several details, including scalability, customization, integrations, and access to support.
  • What might be considered a subpar tool could be a game-changer for an agency. Due diligence and research are the keys to knowing what will work for your team.

What To Look For In SEO Reporting Tools

It can be tough to make heads or tails of the available tools and choose which will benefit your agency the most.

Here are the 10 essential requirements of SEO reporting tools.

1. Accurate And Current Regional Data

SEO reporting is all about data. The software must have access to accurate and current data localized to your client’s targeted region.

Search data from the U.S. is meaningless if your client tries to rank for [London plumbing services], so localization matters.

The tool must update data regularly and with reliable accuracy so you can make informed decisions about where your client stands against the competition.

2. Integration With Third-Party Tools

Especially for full-scale digital marketing campaigns, the ability to report on all KPIs in one place is essential.

The more available integrations with third-party tools (e.g., Google Analytics, Google Business Profile, Majestic), the better.

Some tools even allow you to upload custom data sets.

3. Scalability

You don’t want to have to retrain or reinvest in new software every time your agency reaches a new tier.

The right SEO reporting tool should work well for your current business size and leave room for expansion as you onboard more clients.

4. Strong Suite Of Features

A great SEO reporting tool should include:

  • Position tracking.
  • Backlink monitoring.
  • Competitor data.
  • Analytics.

It is a bonus if the tool has reporting features for social media, email marketing, call tracking, and/or paid ads to make it a full-suite digital marketing software.

5. Continually Improving And Updating Features

SEO is constantly evolving, and so should SEO reporting tools.

As we continue the transition from website optimization to web presence optimization, a tool’s ability to integrate new features is essential.

6. Ability To Customize Reports

Each client will have different KPIs, objectives, and priorities.

Presenting the information that clients want to see is paramount to successful campaigns and retention.

Your reporting software of choice should be able to emphasize the correct data at the right times.

7. Client Integration

A good SEO reporting tool must have the client in mind.

It should have a simple bird’s eye overview of the basics but also be easy for clients to dig into the data at a deeper level.

This can mean automated summary reports or 24/7 client access to the dashboard.

8. Ability To White Label Reports

While white labeling is not essential (no client will sniff at receiving a report with a Google logo in the top corner), it helps keep branding consistent and gives a professional sheen to everything you send a client’s way.

9. Access To Support Resources

Quality support resources can help you find a detour when you encounter a roadblock.

Whether it’s detailed support documentation, a chat feature/support desk, or responsive customer support on social media, finding the help you need to solve the issue is important.

10. Cost-To-Value Ratio

With a proper process, time investment, and leveraging support resources, it is possible to get better results from a free reporting tool than one that breaks the bank.

This can mean automated summary reports or 24/7 client access to the dashboard.

Top 5 SEO Reporting Tools

In evaluating five of the most popular SEO reporting tools, based on the above criteria, here is how they stack up:

1. AgencyAnalytics

My Overall Rating: 4.7/5

Image credit: AgencyAnalytics, December 2022

AgencyAnalytics is a quality introductory/intermediate reporting tool for agencies.

Among the tools on this list, it is one of the easiest to use for small to mid-sized agencies.

It starts at $12 per month, per client, with unlimited staff and client logins, a white-label dashboard, and automated branded reports. The minimum purchase requirements mean the first two tiers work out to $60 per month and $180 per month, respectively. But your ability to change the payment based on the number of clients could help keep costs lean.

AgencyAnalytics comes with 70+ supported third-party data integrations.

However, this reliance on third-party data means you may have incomplete reports when there is an interruption in the transmission.

Though new integrations are always being added, they can be glitchy at first, making them unreliable to share with clients until stabilized.

With the ability for clients to log in and view daily data updates, it provides real-time transparency.

Automated reports can be customized, and the drag-and-drop customized dashboard makes it easy to emphasize priority KPIs.

2. SE Ranking

My Overall Rating: 4.5/5

SE Ranking has plans starting at $39.20 per month, although the $87.20 per month plan is necessary if you need historical data or more than 10 projects.

Setup is a breeze, as the on-screen tutorial guides you through the process.

SE Ranking features a strong collection of SEO-related tools, including current and historical position tracking, competitor SEO research, keyword suggestion, a backlink explorer, and more.

SE Ranking is hooked up with Zapier, which allows users to integrate thousands of apps and provide a high level of automation between apps like Klipfolio, Salesforce, HubSpot, and Google Apps.

SE Ranking is an effective SEO reporting tool at a beginner to intermediate level.

However, you may want to look in a different direction if your agency requires more technical implementations or advanced customization.

3. Semrush

My Overall Rating: 4.4/5

Semrush is one of the most SEO-focused reporting tools on the list, which is reflected in its features.

Starting at $229.95 per month for the agency package, it’s one of the more expensive tools on the list. But Semrush provides a full suite of tools that can be learned at an intermediate level.

A major downside of Semrush, especially for cost-conscious agencies, is that an account comes with only one user login.

Having to purchase individual licenses for each SEO analyst or account manager adds up quickly, and the users you can add are limited by the plan features. This makes scalability an issue.

Semrush has both branded and white-label reports, depending on your subscription level. It uses a proprietary data stream, tracking more than 800 million keywords.

The ever-expanding “projects” feature covers everything from position tracking to backlink monitoring and social media analysis.

Though it doesn’t fall specifically under the scope of SEO reporting, Semrush’s innovation makes it a one-stop shop for many agencies.

Project features include Ad Builder, which helps craft compelling ad text for Google Ads, and Social Media Poster, which allows agencies to schedule client social posts.

Combining such diverse features under the Semrush umbrella offsets its relatively high cost, especially if you can cancel other redundant software.

4. Looker Studio

My Overall Rating: 3.6/5

Looker StudioScreenshot from Looker Studio, December 2022

Formerly known as Google Data Studio, Looker Studio is a Google service that has grown considerably since its initial launch.

Though it is much more technical and requires more time investment to set up than most other tools on this list, it should be intuitive for staff familiar with Google Analytics.

If you’re on the fence, Looker Studio is completely free.

A major upside to this software is superior integration with other Google properties like Analytics, Search Console, Ads, and YouTube.

Like other reporting tools, it also allows third-party data integration, but the ability to query data from databases, including MySQL, PostgreSQL, and Google’s Cloud SQL, sets it apart.

You can customize reports with important KPIs with proper setup, pulling from lead and customer information. For eCommerce clients, you can even integrate sales data.

Though the initial setup will be much more technical, the ability to import templates saves time and effort.

You can also create your own templates that better reflect your processes and can be shared across clients. Google also has introductory video walk-throughs to help you get started.

5. Authority Labs

My Overall Rating: 3.2/5

Authority Labs Ranking ReportImage credit: Authority Labs, December 2022

Authority Labs does the job if you’re looking for a straightforward position-tracking tool.

Authority Labs is $49 per month for unlimited users, though you will need to upgrade to the $99 per month plan for white-label reporting.

You can track regional ranking data, get insights into “(not provided)” keywords, track competitor keywords, and schedule automated reporting.

However, lacking other essential features like backlink monitoring or analytic data means you will have to supplement this tool to provide a full SEO reporting picture for clients.

Conclusion

There are many quality SEO reporting tools on the market. What makes them valuable depends on their ability to work for your clients’ needs.

SE Ranking has a fantastic cost-to-value ratio, while Looker Studio has advanced reporting capabilities if you can withstand a higher barrier to entry.

Agency Analytics prioritizes client access, which is a big deal if transparency is a core value for your agency.

Authority Labs keeps it lean and clean, while Semrush always adds innovative features.

These five are simply a snapshot of what is available. There are new and emerging tools that might have some features more appealing to your current clients or fill gaps that other software creates despite being a great solution.

Ultimately, you need to consider what matters most to your agency. Is it:

  • Feature depth?
  • Scalability?
  • Cost-to-value ratio?

Once you weigh the factors that matter most for your agency, you can find the right SEO reporting tool. In the meantime, don’t shy away from testing out a few for a trial period.

If you don’t want to sign up for a full month’s usage, you can also explore walkthrough videos and reviews from current users. The most informed decision requires an understanding of the intricate details.


Featured Image: Paulo Bobita/Search Engine Journal



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TikTok Staff Can Decide What Goes Viral

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TikTok Staff Can Decide What Goes Viral

TikTok has confirmed employees can manually promote certain videos across the platform to ensure a specific number of video views. 

First reported by Forbes, TikTok has since confirmed some of its employees can boost videos to “introduce celebrities and emerging creators of the TikTok community.”

This is achieved via a so-called “heating” button, which bypasses the algorithm intended to drive the TikTok experience.

Back-end Manipulation Can Encourage Virality

According to the Forbes investigation, six current and former employees of TikTok and its Chinese-owned parent company ByteDance, employees within the United States, can artificially expand the reach of specific videos.

In a “MINT Heating Playbook, “ an internal document acquired by Forbes, ByteDance stated, “The heating feature refers to boosting videos into the For You feed through operation intervention to achieve a certain number of video views.”

This contradicts how TikTok has previously claimed its recommendation feed works by using an algorithm to curate a personalized feed for each user’s interests. 

Heating Allegedly Used To Encourage Partnerships

According to Forbes’ sources, this process builds business relationships and attracts influencers and brands.

“We promote some videos to help diversify the content experience and introduce celebrities and emerging creators to the TikTok community,” TikTok spokesperson Jamie Favazza told Forbes. “Only a few people, based in the U.S., have the ability to approve content for promotion in the U.S., and that content makes up approximately .002% of videos in For You feeds.”

However, according to the MINT document, heated videos make up around 1-2% of daily video views. 

View Manipulation Is A Fairly Common Practice 

According to Brent Csutoras, digital marketing expert and co-founder and managing partner at Alpha Brand Media, Search Engine Journal’s parent corporation, this type of behind-the-scenes manipulation is more common than platforms let on – and it has often resulted in misuse.

“Although it is not uncommon for social media platforms to utilize staff actions, give certain ‘power users’ the ability to have more influence, or even force content integration into your feeds (whether by ads, forced follows, or algorithmic factors), TikTok has long been a company who seems to ignore the impact these decisions have on their users trust, especially when conducted behind closed doors and without explanation,” Csutoras said.

“In each scenario where an individual or group of individuals can take action that impacts the visibility of content on a platform, whether it be social media or search engines, we have seen strong user pushback and abuse.”


Featured Image: Roman Samborskyi/Shutterstock



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Microsoft & OpenAI Extend Deal To Make AI Accessible To Everyone

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Microsoft & OpenAI Extend Deal To Make AI Accessible To Everyone

Microsoft is continuing its partnership with OpenAI, creators of ChatGPT, through a new multi-year, multi-billion dollar investment to speed up the development of AI technology.

This move builds on previous investments made by Microsoft in 2019 and 2021 and allows both companies to use the advanced AI technology they develop together independently.

One of the main goals of this partnership is to democratize AI and make it accessible to everyone. Microsoft intends to accomplish this goal in three ways:

  • Supercomputing at scale: Microsoft will put more resources into creating and using specialized supercomputers to speed up OpenAI’s research.
  • New AI experiences: Microsoft will use OpenAI’s models in its consumer and enterprise products and create new digital experiences using OpenAI’s technology.
  • Exclusivity: Microsoft Azure will power all OpenAI workloads as the company’s only cloud provider.

Independently, Microsoft has been working to make Azure an AI supercomputer for everyone since its introduction in 2016. Together, Microsoft and OpenAI are a step closer to realizing that vision.

The partnership between Microsoft and OpenAI has already yielded impressive results, including the development of GPT-3, one of the most advanced natural language processing models to date.

This new investment ensures that the companies can continue to push the boundaries of what is possible with AI.

In a tweet, Microsoft CEO Satay Nadella says the company will continue its mission “safely and responsibly”:

Interestingly, there was no mention of Microsoft’s Bing search engine in the announcement, despite rumors that it’s set to be enhanced with chatbot functionality shortly, possibly as soon as March.

The Information, the source that initially reported the rumor, had previously stated that Microsoft was planning to integrate OpenAI’s technology into its current software. Today’s official statement from Microsoft confirms that this is indeed the case.

This supports the notion that Bing may soon use ChatGPT to provide search results.

With the recent news that Google founders Larry Page and Sergey Brin have given the go-ahead to integrate chatbot technology into Google, competition is brewing to see which company will be the first to release this feature to the market.


Source: Microsoft

Featured Image: Ascannio/Shutterstock



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