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



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. 


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:

Got questions? Ping me on Twitter


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LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack



LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack

LinkedIn is a great place to grow your business.

In the last 12 months, 93% of B2B marketers have used the platform the most to distribute content organically. LinkedIn also topped the same survey for producing the best results.

The same study reveals content marketers are also spending more on paid content promotion. The top platform where they’re spending? Linkedin.

Businesses can also use the network for marketing to and reaching potential customers. In fact, there are more than 1 billion interactions on LinkedIn Pages every month.

With these figures, there’s no denying the power of this social media platform to drive engagement and boost brand awareness.

Are you ready to take your LinkedIn marketing game to the next level but unsure where to begin?

Here are clever LinkedIn tips from seven LinkedIn pros to boost your marketing efforts.


Leverage LinkedIn Live

Thomas J. Armitage

Sales Executive, Site-Seeker

LinkedIn is the ultimate B2B playground. It’s like a professional conference that’s never-ending.

Live Streams, in particular, continue to be underutilized. That’s because people starve for valuable learning material.

With Live Streams, thought leaders can bypass the headaches typically involved in traditional webinar setups. No landing pages or sign-up forms are needed. You can easily promote the event through sharing and invitations, too.

Although you’ll need a third-party streaming software, most play nicely with LinkedIn.

And Live Streams are a great way to break the monotony of text posts and engage with your audience on a more personal level.

Make sure you identify a niche topic. Write a strong description that includes who the stream is for.

Invite users you know will find it worthwhile. And make sure to promote – both before the event, as well as after, since the full video will be available for playback.

Level Up Your Content Strategy

Adam Houlahan Adam Houlahan

LinkedIn Expert at Prominence Global, Author of “Influencer – The 9 Step Guide to Becoming Highly Influential in Any Industry”

The most effective strategy for LinkedIn lead generation that delivers consistent long-term results is Algorithmically Aligned Content.


Only 1% of the 850+ million members of LinkedIn share content regularly (weekly). Less than 1% of that 1% truly understand and share content that LinkedIn sees as valuable to its membership and organically promotes for you.

Share content that creates conversations on the platform and shows you are the authority in your area of expertise without solving your audiences’ problems for them.

I call it “Know How,” with “No How” content.

Consistently implement this content strategy, and your ideal clients will gravitate to you to solve their problems.

Felipe Bazon Felipe Bazon

Chief SEO Officer, Hedgehog Digital

Back in 2017, I decided that the only social network that I would use professionally was going to be Linkedin.

Since then, I have been posting weekly (sometimes daily) posts related to SEO strategies, techniques, and insights.

This has helped build my network and reach decision makers who see my posts and get in contact through the platform or our website to fill in the contact form.

These leads that turned into clients have contributed to the exponential growth we have had since we opened up our office in Brazil.


Being a well-known SEO down here, I’ve exploited these to our advantage; all leads came from my personal account, not the company’s.

We do have a business page for U.K. and Brazil and do some Linkedin ads to promote some stuff, but it is through the personal profile that the magic happens.

Since then, my posts are averaging:

  • 100 interactions (likes and comments)
  • Five to seven organic leads per month

My tips are:

  • Consistency and frequency. Aim for at least a couple of posts each week.
  • Avoid sharing links on your posts; leave them in the comments. This increases the reach of your posts by at least 30%. For instance, if you want to share a new article from the blog, do a post talking about the subject and say, “We’ve written a complete guide about X, and you can find the link to it in the comments.
  • Don’t be shy in sharing insights, thoughts, and results. The community loves these types of posts. These tend to get loads of interactions.

Optimize Your Page

Virginie Cantin Virginie Cantin

LinkedIn Coach –, Wall Street Journal bestselling author of “60 Days to LinkedIn Mastery”

My personal hack uses the experience section to highlight my services and activities. So instead of having a single job title such as “Founder,” I will have several job titles under my LinkedIn company page for each “hat” I’m wearing in my company.

I have a job title for my 1:1 coaching service, LinkedIn PEELING. Another job title is dedicated to my online course, LinkedIn BREAK-IN. Then, I use a separate job title to highlight that I’m a Wall Street Journal bestselling author.

Last but not least, I have a fourth job title that aims at getting me found by people looking for speakers and podcast guests.

The beauty of having several job titles is that you can optimize every single one of them for the algorithm so that people looking for a specific service or author, or podcast guest can easily find you.

Andy Foote Andy Foote

Advanced LinkedIn Strategies Coach

LinkedIn makes it really difficult to know who your “Super Fans” and potential “Super Fans” are; it’s as if they don’t want you to build any kind of base.


You can see this with how they treat followers; they’re not ‘following’ at all – because an algorithm inserts itself between you and folks who have voted to see your content.

Fortunately, there’s software on the market (peakAboo by Daniel Hall) that provides juicy data on everyone who has commented on your LinkedIn posts. This helps me to know who solidly supports me and, more importantly, people who commented only a few times.

It’s the latter category I want to target and figure out a way to convert them into persistent supporters, a.k.a. “Super Fans.”

Prioritize Human-Centric Approach

Sandra Long Sandra Long

LinkedIn Trainer & Speaker – Post Road Consulting, Author of “LinkedIn for Personal Branding: The Ultimate Guide”

Activate your employee team. Make sure your team’s LinkedIn profiles are co-branded and focused on client problem-solving instead of recruiter oriented.

Encourage the team to search and connect with coworkers, clients, and prospects. Train your team to build relationships with thoughtful, helpful comments and personalized messages.

Say no to automation. Train them to engage, inspire, and motivate their professional networks with valuable comments, original posts, and shared or reposted company page content.

Develop a company hashtag and communicate how to use it on LinkedIn. Most importantly, build your team’s confidence and make it fun!

Josh Steimle Josh Steimle

Founder of the LinkedIn agency BlueMethod, Author of the WSJ & USA Today bestselling book “60 Days to LinkedIn Mastery”

LinkedIn helps me solve my biggest challenges as an entrepreneur, whether it’s sales, recruiting, or finding partners.


LinkedIn has easily produced millions of dollars in value for me.

Even though I wrote a book on LinkedIn with 60 tips in it, everything I teach in my book can be summarized in two words: Be human. It’s the best LinkedIn hack.

Too many are trying to imitate robots on LinkedIn by sending out spam messages, posting content but never engaging with commenters, and avoiding the time-consuming, truly creative work of one-to-one communication. But that’s where LinkedIn performs best!

When you use LinkedIn to talk directly with others, like a normal human being, that’s the moment when LinkedIn becomes indispensable.


As the world’s largest online professional network, Linkedin makes a remarkable addition to your social media marketing strategy.

Remember to take advantage of LinkedIn features and be consistent – all while offering value and nurturing relationships.

Armed with these tips, you’re bound to thrive on the LinkedIn feed and reap the rewards.

More Resources:


Featured Image: 1st footage/Shutterstock

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