When it comes to getting found online, ranking on search engines isn’t just about using any keywords it’s about using the right keyword phrases.
Whether you’re running a blog, managing an eCommerce site, or growing a service-based business, understanding how to discover, apply, and track keyword phrases can significantly increase your visibility and bring in more targeted traffic.
In this guide, we’ll break down a step-by-step approach to keyword phrase strategy from identifying keywords you already rank for, to spotting opportunities your competitors are taking advantage of, and creating optimized content that performs. We’ll also show you how to track your progress so you can continually improve your rankings over time.
Let’s dive in and explore how keyword phrases can become the backbone of a smart, scalable SEO strategy.
Also Read: Understanding Off-Page SEO: Best Practices & Winning Strategies
What Is a Keyword Phrase?
Keyword phrases sometimes called a keyphrase or search query is a group of specific words that a webpage is optimized for, with the goal of ranking well in search engine results.
For instance, “best coffee shops” is an example of a keyword phrase.
You can discover keyword phrases by conducting keyword research. This involves identifying the exact terms your target audience types into search engines when looking for information, products, or services.
Keyword vs. Keyword Phrase
In the world of SEO, the term “keyword” is often used broadly to include both single words and multi-word phrases.
However, there’s a subtle difference: keywords are typically short and general usually just one or two words while keyword phrases are longer and more specific.
For example:
- A keyword might be: “red shoes”
- A keyword phrase could be: “red shoes for women size 6”
Using keyword phrases reflects a more refined, targeted SEO strategy. These longer terms also known as long-tail keywords are especially valuable because they align more closely with how people search online today.
Why Keyword Phrases Matter in SEO
Incorporating keyword phrases into your content is one of the most effective ways to connect with your target audience and cater to their specific search intent.
Here’s why they’re important:
- They’re more precise and relevant.
Generic keywords like “boots” can be too broad. It’s difficult to know if the user is looking to shop, research, or compare styles. On the other hand, a search term like “waterproof hiking boots” reveals a clear intent the person is likely looking to purchase that exact type of product. - They offer better chances for ranking.
Longer, more specific keyword phrases usually face less competition on search engine results pages (SERPs). That’s great news for smaller or newer websites that are still building authority.
For instance, a highly competitive term like “laptop” has a keyword difficulty score of 100%, meaning it’s tough to rank for. But a phrase like “best gaming laptop under $1000” might only have a difficulty score of 42% much more achievable for growing websites.
The takeaway?
Choosing the right keyword phrases not only helps your content appear in front of the right audience but also increases the chances of those visitors engaging further and potentially converting into loyal followers or customers.
How to Find and Use Key Phrases for SEO
1. Identify and Optimize Keyword Phrases You Already Rank For
It’s often more effective to improve your ranking for keywords you’re already visible for than to target entirely new ones from scratch.
When your content is already showing up in search results for a particular term, it signals that Google finds your page relevant to that topic. That gives you a head start.
To find out which keywords you currently rank for, use Google Search Console:
- Head over to the “Search results” section.
- Turn on the “Average position” filter.
You’ll see a list of queries under the chart these are the terms your site appears for in search, along with their average position in the SERPs.
Focus on keywords that rank between positions 4 and 10. These are already on the first page of Google, but not yet in the highly-coveted top three spots which typically attract nearly 69% of all clicks. By optimizing these, you can potentially move up and significantly boost your traffic.
To see which pages are ranking for a specific keyword, just click on the query in the report. This will bring up the relevant pages on your site.
Once you’ve identified these opportunities, follow these steps to refine your content:
- Add the target keyword phrase to your title tag (what shows up as the clickable headline in Google).
- Include the phrase in the H1 heading of your page.
- Use it in the URL slug (the last part of the page’s web address). If you update the URL, don’t forget to set up a proper redirect.
- Craft a compelling meta description that features the phrase this can improve click-through rates.
- Naturally weave the keyword phrase into your main body content.
To further improve your page, you can use Semrush’s On Page SEO Checker. Just open the tool and click the number shown next to “Content Ideas.” You’ll get a list of your pages, each with a priority score to help you focus your efforts. Click on “# ideas” to view specific recommendations tailored to each page.
By making these small but strategic adjustments, you can improve your position on the search results page and drive more qualified traffic to your site.
2. Do Keyword Research and Build New Content Around It
Keyword research involves identifying the words and phrases your audience is likely to search for and aligning your content with those terms to boost visibility in search engines.
A great tool to simplify this process is Semrush’s Keyword Magic Tool.
To get started:
- Enter a seed keyword (a general term relevant to your business or industry) and your website’s domain.
- Choose your target country and hit “Search.”
You’ll be presented with a list of related keyword suggestions, each accompanied by valuable data, including:
- Intent – This shows why someone is searching. Are they looking for information, trying to compare options, or ready to make a purchase? Understanding this helps you create content that matches what users need.
- Volume – An estimate of how many times that keyword is searched monthly.
- PKD % (Personal Keyword Difficulty) – This indicates how challenging it would be for your specific site to rank among the top 10 results for that keyword.
We recommend that newer websites with limited domain authority focus on keywords with lower PKD scores (typically below 50%) and decent search volume that can drive steady traffic.
Once you’ve selected the right keywords, begin crafting new content tailored to each one. Use Semrush’s SEO Writing Assistant to help refine your writing for search engines.
Here’s how:
- Open the tool, fill in the necessary details like your keywords and content goals, then click “Get recommendations.”
- You can either paste your content into the editor, have it fetch content from a live URL, or write directly in the tool.
As you work, the assistant will provide real-time feedback on SEO optimization, readability, tone of voice, and originality, helping you create high-quality content that has a better chance of ranking well in search results.
After making the suggested improvements, your content will be fully optimized and ready to go live on your site.
3. Uncover Keyword Phrases Your Competitors Rank For But You Don’t
One powerful way to expand your content strategy is by identifying keywords your competitors are ranking for that your website currently doesn’t target. This process is called a keyword gap analysis.
By going after these terms, you can attract a portion of your competitor’s audience many of whom are likely part of your ideal customer base.
To find these untapped opportunities, use Semrush’s Keyword Gap Tool:
- Enter your website domain, add up to four competitor domains, choose your target country, and click “Compare.”
The tool will generate a report showing keyword overlaps and gaps. Click on:
- “Untapped” to see keywords that at least one competitor ranks for, but you don’t.
- “Missing” to find keywords that all your selected competitors rank for but your site doesn’t show up at all.
Each keyword entry includes key metrics such as search volume and keyword difficulty (KD%), which help you prioritize.
To get the most value, look for phrases that have high search volume but low keyword difficulty. These are typically easier to rank for and can deliver significant traffic with the right content.
This method gives you a data-driven approach to discovering fresh keyword targets and positioning your content in front of users already engaging with your competitors.
Also Read: What Is SEO – Search Engine Optimization?
Track the Performance of Your Keyword Phrases
Finding and using the right keyword phrases is just the beginning. To make sure your SEO strategy is paying off, you need to monitor how your pages are ranking over time.
Consistently tracking your keyword positions allows you to see what’s working and identify which pages might need further improvement.
To do this effectively, use Semrush’s Position Tracking Tool.
This tool helps you monitor the ranking trends of your selected keywords, showing how your visibility changes in search results.
Start by opening the tool and navigating to the “Overview” tab.
From there, scroll down to the “Rankings Overview” section and check the “Diff” column. This column highlights the change in position for each keyword over your chosen date range.
If your rankings are moving upward, that’s a good indication your optimization strategies are delivering results. However, if rankings are stagnant or declining, it’s a sign that certain content may need to be revisited and re-optimized.
Regularly tracking these movements helps you stay on top of your SEO game and ensures your content continues to perform well in search engines.
