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What Are They & 7 Actionable Ways to Find Them



What Are They & 7 Actionable Ways to Find Them

Let’s just get this out of the way right now: Seed keywords are not a silver bullet for SEO success.

But they are the foundation of good keyword research.

Spending a bit of time to develop a good seed list often results in better outputs from keyword tools.

In this guide, you will learn the following:

Seed keywords are words or phrases that you can use as the starting point in a keyword research process to unlock more keywords. Think of them as the building blocks of keyword research.

For example, if you sell coffee online, then you can use seed keywords like coffee, espresso, cappuccino, French press, percolator, etc.

When you drop these seed phrases into Ahrefs’ Keywords Explorer and navigate to a keyword ideas report, you’ll generate millions of potential keywords:

Matching terms report results

After identifying a few relevant seed keywords for your website, you can build on them with modifiers to generate more keyword ideas.

But why is it important to spend time developing a good seed list?

I’m glad you asked.

Why seed keywords are important in the keyword research process (+ examples)

The long and short of it is this:

The output is often only as good as the input.

This is true when building a keyword list. To get the most from Ahrefs’ Keywords Explorer (and most SEO tools, for that matter), you need to have the best inputs.

Identifying seed keywords may also help you build out your topic clusters by finding new subtopics that you may not be aware of.


Seed keyword examples

Here are the keywords generated if I drop in the seed keyword “mountain bike”:

List of keywords with corresponding data like KD, Volume, etc

In the example above, Ahrefs generated 264,608 keywords from my single seed keyword.

Pretty good. But with more seed keywords, could this be better?

Let’s use a slightly more developed seed list this time:

  • [mountain bike]
  • [mountain biker]
  • [mountain biking]
  • [MTB]
  • [mountain bicycle]
  • [hardtail]

And then run the same process again:

List of keywords with corresponding data like KD, Volume, etc

This time, Ahrefs generated 519,830 keywords.

That’s (let me just whip out my abacus) an extra 255,222 keywords, and I did so by just inputting a few more seed keywords.

How to find seed keywords (seven methods)

A lot of articles about keyword research skip over seed keywords in favor of the more fun and interesting parts of the process.

These articles may offer some vague methods:

  • Think about terms associated with your product/service
  • Explore related terms (like long-tail keywords)
  • Look at your competitors’ keywords

There is nothing wrong with these methods. In fact, some of these I am going to cover in this guide.

But I think my point still stands: These are vague in terms of going from zero to a spreadsheet full of relevant keyword ideas.

So try these (hopefully less vague) seed keyword research methods instead:

1. Brainstorm variations of your target keyword

Sometimes, the best tool is your brain.

For finding seed keywords, start by creating a list of obvious variations and synonyms of the term you are researching.

This is important because of the way most keyword research tools work.

Here’s an example: If you put “mountain bike” into Ahrefs’ Keywords Explorer, then you’re not going to see keyword ideas for the plural “mountain bikes.”

You should also look for other industry terms during your hunt for seed keywords. While you are already in Keywords Explorer, you should toggle the “Also talk about” tab (under Related terms report):

Related terms report results

This can be quite useful for finding other industry terms. It shows keywords that the current top-ranking pages mention.

One more simple method for uncovering industry terms is by going to the Wikipedia page that is most closely related to your topic.


Then simply drop that URL into Ahrefs’ Site Explorer. Start reviewing the keywords the page ranks for and then look for potential seeds. I go into more detail about this method in my article on topic clusters, so go check that out if you want.

Based on these methods, if you sell mountain bikes online, then you’ll likely brainstorm words and phrases such as:

  • [mountain bike]
  • [mountain biking]
  • [MTB]
  • [mountain bicycle]

These methods may be a bit harder if you know nothing about the niche. In which case, you may want to check out competitors to get some ideas.

2. Reverse engineer competitors with Site Explorer

If you are less familiar with the industry and need some ideas, look at what keywords related sites are ranking for.

When using Ahrefs’ Site Explorer for uncovering seed terms, I mainly use the Organic keywords report and the Top pages report.

Here’s why:

Looking through the Ahrefs organic keyword data is one of the quickest ways to identify potential seed keywords.

For example, let’s say I want to research the topic “beards.”

So first, you want to pick a site related to that topic. For the purpose of this example, we’ll go with BeardBrand.


If I look up the organic keywords it is ranking for, I see “mutton chops,” which is a term that doesn’t immediately come to mind when I think of keywords associated with beards:

List of keywords with corresponding data like SF, Volume, etc

Had I just used the seed “beards” in Ahrefs’ Keywords Explorer, I would have possibly missed this related term.

Keeping on the topic of “beards” and staying inside the Organic keywords report, I’ll also add a filter to remove any keywords that contain the word “beard”:

Organic keywords report results

Why do this? Because I want to see potential keywords I may miss, and this is a good way to speed that up.

There are two great things about using this method:

  1. Your competitors have done the research for you, speeding up your work.
  2. When you run out of ideas, you can use Ahrefs to find more competitors and go again.

3. Look at the SERPs (like PAA boxes and related searches)

If you are aiming to rank on Google—and let’s be honest, you are—one of the best places to get more information is on the SERPs.

Simply search one of your seed keyword ideas and poke around the pages for inspiration.

Here are some things to look at:

People Also Ask

People Also Ask (PAA) boxes are a Google SERP feature. They directly answer questions related to a search query. Answers are pulled from webpages, with Google providing a clickable link to the source.

In terms of finding seeds, you can look through PAA boxes for recurring terms:

PAA boxes showing various queries and answers about mountain bikes

Related searches

At the bottom of the SERPs, you’ll find Google’s “related searches,” showing other potential search terms related to your initial keyword search:

"Related searches" section on Google SERP

For some searches, you’ll even get a list of related brands to potentially use as seeds:

Row of pictures of bikes with brand names

Page titles and meta descriptions

Every SEO knows (and should put into practice) to add the targeted keyword into a page title.

So it makes sense that title tags can be a great source of seed keywords:

Title tags on SERP

Don’t neglect to look at meta descriptions too. These can also contain potential seeds:

Meta description on SERP

Of course, if you want to take it a step further, go to those pages and review the subheadings for even more potential seed terms:

Subheading showing seed keyword "enduro" in an article excerpt


Blog posts generally work better than e‑commerce product pages here, as they are more likely to have multiple keyword-rich subheadings.

4. Review communities and forums

One of the best sources for finding seed keywords relates to your audience. Specifically, you should look at where they hang out online.

Some places to look online:

  • Blog comments – Read any questions and comments left on industry-relevant posts
  • Social media – Read posts, comments, and polls in niche social media groups
  • Niche forums – Read what people are talking about/asking for in forums
  • Online communities – Read the questions and comments on online communities, e.g., Quora, Reddit
  • Help and support – Read through help requests and support tickets (if you have access) or even documentation and other support documents

I like to focus on Reddit and niche forums (related to the topic I’m researching, obviously).

Below, I’ve detailed more tips for using these to develop a seed list.


Reddit can be a goldmine when doing keyword research. It has a massive (and diverse) audience you can use to determine the population of topics.

For example, search “bbq” in Reddit, and you’ll get a bunch of subreddits to explore:

Search results for "bbq" on Reddit

Pick a subreddit and then drop the URL into Ahrefs’ Site Explorer. Go to the Organic keywords reportto see if there are any worthwhile seeds:

List of keywords with corresponding data like SF, Volume, etc


With the rise of Facebook groups, Slack channels, and other online communities, niche forums aren’t used as much anymore. However, they can still be a good source of keyword data.

Popular forums, even if now outdated, will have a bunch of ranking pages that you can look into.

To find niche-relevant forums, you can use these (very) simple Google search operators

[intitle:forum keyword] or [inurl:forum keyword]

Using these, I found this hiking forum, which is another potential “seed keyword” source:

TrailGroove forum

Take the URL and run it through Site Explorer. Then head over to the Organic keywords report:

List of keywords with corresponding data like SF, Volume, etc

5. List out products/services/brands associated with your keywords

Listing products or services associated with your keyword can be a really simple way to find seeds.

Example: For Apple, this can be “iphone,” “ipad,” “mac,” etc.


To find products and services associated with your keywords, just start Googling and looking for niche-specific sites with related offerings.

However, this method can be easy or hard, depending on how well you know the niche you are working in.

But don’t worry. Here are some simple methods to gather products/services/brands:

  • List posts – Google [seed keyword] + “brands” and make a note of brand terms in listicles
  • E‑commerce sites – Go to a site like Amazon (or a niche-relevant store) and look at the facets
  • Affiliate posts – Google “best” [seed keyword] and see what products affiliates are promoting

Let’s say my search term is [coffee “brands”]. Once I have some brand terms, I can copy those, paste them into Ahrefs’ Keywords Explorer, and go check out the Matching terms report:

List of keywords with corresponding data like KD, Volume, etc

In all, 65,177 keywords are generated from 18 seed keywords. Not bad for an additional 30 seconds of work.

6. Look at website navigation menus

Looking at navigation menus works well (especially for e‑commerce sites).

For example, let’s say you are doing keyword research for an online bodybuilding store with a focus on whey protein.

If you check out the menus of large e‑commerce stores in the space, you’ll find potential seeds:

Menu on a webpage divided into 3 columns; each shows items that could be potential seeds

Sometimes, “website navigation” menus may not be helpful for finding seed terms. In these cases, it’s worth checking out top-level category pages.

These often list out the droids seeds you are looking for.


For example, if I’m looking for mountain biking seeds, this category page will be useful:

Category page in grid format; each grid is the name of a type of bike

7. Review terms in Google Search Console

If you are trying to develop a seed keyword list from a site you have access to (aka your site or your clients’), you can and should look at keywords in Google Search Console (GSC).

Here’s how:

  1. Open up GSC and go to Performance
  2. Select Queries
  3. Review the terms you are ranking for
GSC Performance report results

You can also use Ahrefs Webmaster Tools here. While GSC shows the top 1,000 keywords your site is ranking for, AWT shows all known keywords.

Whichever method you choose to use, you should look for keywords you are ranking for but not actively targeting.

Then you can factor these into your keyword research plan or see if there are opportunities to find more terms (using them as seeds).

How to create a seed keyword list

Think of the methods listed in this article like a buffet menu.

You don’t need to use all these methods every time you do keyword research. You may get enough seed keywords by using just a few methods. Hence, just pick the ones you like and adapt them to your workflow.


Once you’ve settled on the methods you like, it’s time to start pulling them together to create a list.

Putting together a seed keyword list and then using it to do keyword research may look like this:

  1. Find seed keywords using the methods that work for you/your niche
  2. Plug seeds into Ahrefs’ Keywords Explorer to generate a list of ideas
  3. Filter down your keyword opportunities into a usable list
  4. Evaluate your choices (based on relevance, intent, volume, difficulty, etc)


Ahrefs’ Keywords Explorer processes seed keywords 10 at a time. So if you have lots of seeds, you may need to batch them together.

Final thoughts

Building a list of seed keywords gives you a solid foundation to build on as you do your keyword research.

Seed keywords aren’t a substitute for doing good keyword research. But they do increase the chances of you finding more usable terms.

Got a question on developing a seed list or keyword research in general? Tweet me.

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8 Pillar Page Examples to Get Inspired By



8 Pillar Page Examples to Get Inspired By

Pillar pages are high-level introductions to a topic. They then link to other pages, which are usually more detailed guides about parts of the main topic.

Altogether, they form a content hub.

Example of a content hub

But not all pillar pages look the same. 

In this guide, we’ll look at eight examples of pillar pages to get your creative juices flowing.

Excerpt of beginner's guide to SEO by Ahrefs

Key stats

Estimated organic traffic: 1,200
Backlinks: 6,900
Referring domains: 899

Overview of Ahrefs' beginner's guide to SEO in Ahrefs' Site Explorer

This is our very own pillar page, covering the broad topic of search engine optimization (SEO)

Why I like it

Besides the fact that I’m biased, I like the custom design we created for this page, which makes it different from the articles on our blog. 

Even though the design is custom, our pillar page is still a pretty classic “hub and spoke” style pillar page. We’ve broken the topic down neatly into six different chapters and internally linked to guides we’ve created about them. There are also custom animations when you hover over each chapter:

Examples of chapters in the SEO guide

We’ve also added a glossary section that comes with a custom illustration of the SERPs. We have explanations of what each element means, with internal links to more detailed content:

Custom illustration of the SERP

Finally, it links to another “pillar page”: our SEO glossary


Consider creating a custom design for your pillar page so that it stands out. 

Excerpt of Doctor Diet's ketogenic diet guide

Key stats

Estimated organic traffic: 92,200
Backlinks: 21,600
Referring domains: 1,700

Overview of Diet Doctor's ketogenic diet guide in Ahrefs' Site Explorer

Diet Doctor is a health company focusing on low-carb diets. Its pillar page is a comprehensive guide on the keto diet. 

Why I like it

On the surface, it doesn’t exactly look like a pillar page; it looks like every other post on the Diet Doctor site. But that’s perfectly fine. It’s simply a different approach—you don’t have to call out the fact that it’s a pillar page. 


Diet Doctor’s guide is split into 10 different sections with links to its own resources. The links bring you to different types of content (not just blog posts but videos too).

Video course about keto diet for beginners

Unlike the classic pillar page, Diet Doctor’s guide goes into enough detail for anyone who is casually researching the keto diet. But it also links to further resources for anyone who’s interested in doing additional research.


Pillar pages need not always just be text and links. Make it multimedia: You can add videos and images and even link to your own multimedia resources (e.g., a video course).

Excerpt of Wine Folly's beginner's guide to wine

Key stats

Estimated organic traffic: 5,600
Backlinks: 2,800
Referring domains: 247

Overview of Wine Folly's beginner's guide to wine in Ahrefs' Site Explorer

Wine Folly is a content site devoted to wine knowledge and appreciation. Its pillar page, as expected, is about wine. 

Why I like it

Wine Folly’s pillar page is a classic example of a “hub and spoke” style pillar page—split into multiple sections, with some supporting text, and then internal links to other resources that support each subsection. 

Supporting text and links to other resources

This page doesn’t just serve as a pillar page for ranking purposes, though. Given that it ranks well and receives quite a significant amount of search traffic, the page also has a call to action (CTA) to Wine Folly’s book:

Short description of book; below that, CTA encouraging site visitor to purchase it


While most websites design pillar pages for ranking, you can also use them for other purposes: capture email addresses, sell a book, pitch your product, etc. 

Excerpt of A-Z directory of yoga poses

Key stats

Estimated organic traffic: 11,100
Backlinks: 3,400
Referring domains: 457

Overview of Yoga Journal's A-Z directory of yoga poses in Ahrefs' Site Explorer

Yoga Journal is an online and offline magazine. Its pillar page is an A-Z directory of yoga poses.

Why I like it

Yoga Journal’s pillar page is straightforward and simple. List down all possible yoga poses (in both their English and Sanskrit names) in a table form and link to them. 

List of yoga poses in table form

Since it’s listed in alphabetical order, it’s useful for anyone who knows the name of a particular pose and is interested in learning more. 

What I also like is that Yoga Journal has added an extra column on the type of pose each yoga pose belongs to. If we click on any of the pose types, we’re directed to a category page where you can find similar kinds of poses: 

Examples of standing yoga poses (in grid format)


The A-Z format can be a good format for your pillar page if the broad topic you’re targeting fits the style (e.g., dance moves, freestyle football tricks, etc.).

Excerpt of Atlassian's guide to agile development

Key stats

Estimated organic traffic: 115,200
Backlinks: 3,200
Referring domains: 860

Overview of Atlassian's guide to agile development in Ahrefs' Site Explorer

Atlassian is a software company. You’ve probably heard of its products: Jira, Confluence, Trello, etc. Its pillar page is on agile development.

Why I like it

Atlassian’s pillar page is split into different topics related to agile development. It then has internal links to each topic—both as a sticky table of contents and card-style widgets after the introduction: 

Sticky table of contents
Card-style widgets

I also like the “Up next” feature at the bottom of the pillar page, which makes it seem like an online book rather than a page. 

Example of "Up next" feature


Consider adding a table of contents to your pillar page. 

Excerpt of Muscle and Strength's workout routines database

Key stats

Estimated organic traffic: 114,400
Backlinks: 2,900
Referring domains: 592

Overview of Muscle and Strength's workout routines database in Ahrefs' Site Explorer

Muscle and Strength’s pillar page is a massive database linking to various categories of workouts. 

Why I like it

Calling it a pillar page seems to be an understatement. Muscle and Strength’s free workouts page appears to be more like a website. 

When you open the page, you’ll see that it’s neatly split into multiple categories, such as “workouts for men,” “workouts for women,” “biceps,” “abs,” etc. 

Workout categories (in grid format)

Clicking through to any of them leads us to a category page containing all sorts of workouts:

Types of workouts for men (in grid format)

Compared to the other pillar pages on this list, where they’re linking to other subpages, Muscle and Strength’s pillar page links to other category pages, which then link to their subpages, i.e., its massive archive of free workouts.


Content databases, such as the one above, are a huge undertaking for a pillar page but can be worth it if the broad topic you’re targeting fits a format like this. Ideally, the topic should be about something where the content for it is ever-growing (e.g., workout plans, recipes, email templates, etc.).

Excerpt of Tofugu's guide to learning Japanese

Key stats

Estimated organic traffic: 39,100
Backlinks: 1,100
Referring domains: 308

Overview of Tofugu's guide to learning Japanese in Ahrefs' Site Explorer

Tofugu is a site about learning Japanese. And its pillar page is about, well, learning Japanese.

Why I like it

This is an incredible (and yes, ridiculously good) guide to learning Japanese from scratch. It covers every stage you’ll go through as a complete beginner—from knowing no Japanese to having intermediate proficiency in the language. 

Unlike other pillar pages where information is usually scarce and simply links out to further resources, this page holds nothing back. Under each section, there is great detail about what that section is, why it’s important, how it works, and even an estimated time of how long that stage takes to complete. 

Another interesting aspect is how Tofugu has structured its internal links as active CTAs. Rather than “Learn more” or “Read more,” it’s all about encouraging users to do a task and completing that stage. 

CTA encouraging user to head to the next task of learning to read hiragana


Two takeaways here:

  • Pillar pages can be ridiculously comprehensive. It depends on the topic you’re targeting and how competitive it is.
  • CTAs can be more exciting than merely just “Read more.”
Excerpt of Zapier's guide to working remotely

Key stats

Estimated organic traffic: 890
Backlinks: 4,100
Referring domains: 1,100

Overview of Zapier's guide to working remotely in Ahrefs' Site Explorer

Zapier allows users to connect multiple software products together via “zaps.” It’s a 100% remote company, and its pillar page is about remote work. 

Why I like it

Zapier’s pillar page is basically like Wine Folly’s pillar page. Break a topic into subsections, add a couple of links of text, and then add internal links to further resources. 

In the examples above, we’ve seen all sorts of execution for pillar pages. There are those with custom designs and others that are crazily comprehensive.

But sometimes, all a pillar page needs is a simple design with links. 


If you already have a bunch of existing content on your website, you can create a simple pillar page like this to organize your content for your readers. 


Keep learning

Inspired by these examples and want to create your own pillar page? Learn how to successfully do so with these two guides:

Any questions or comments? Let me know on Twitter.  

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