At the fringes of advertising abritage and search engine optimization, some content teams are generating thousands of mediocre articles in quest of rankings.
This brute force approach is addressing a challenge with modern organic search.
Optimizing a page for prominent rankings has never been easy. But 2025 has been, for many news publishers, a perfect storm of zero-click searches and a migration to generative AI platforms. Some outlets have experienced more than a 50% drop in search traffic.
Consider three recent headlines.
“AI Has Upended the Search Game. Marketers Are Scrambling to Catch Up.” — The Wall Street Journal, May 8, 2025.
“Forget SEO, The Hot New Thing is ‘AEO’” — Business Insider, May 12, 2025.
“News Sites Are Getting Crushed by Google’s New AI Tools” — The Wall Street Journal, June 10, 2025.
Why So Hard?
Traffic from organic search results is declining owing to artificial intelligence and changes in user behavior.
For example, some folks now search on AI chatbots (behavior), and the search engines produce AI Overviews (evolution). Together, chat interfaces and AI search results are compressing search query responses into zero-click answers.
Finally, there is the competition. The rise of AI writing tools has led to a massive surge of cookie-cutter content online, targeting seeminglly every conceivable keyword phrase. More on this in a moment.
SERP ranks don’t mean what they used to. For example, ranking in the top five for an important topic or keyword was once a huge win. In 2025, however, there is likely to be an AI Overview that satisfies the searcher (without having to click).
These and other SEO challenges breed uncertainty with traditional publishers and content marketers. Which content topics will drive site traffic?
The unlikely answer to this question, at least for some folks, is to create more low-quality, AI-generated content.
Arbitrage
Arbitrage is the practice of profiting on the price difference of an identical or similar asset in different markets.
Google Ads’ “Related Search on Content” (RSOC) is a form of advertising that displays search terms on a web page. Some arbitrageurs use RSOC to profit.
The arbitrage starts with a content site, and works like this:
A website owner lists several related keywords on an AI-generated article page.
The keywords link to search results on the same website.
At the top of those site-search results are Google’s RSOC ads with high-value keywords.
The business earns an advertising revenue share when visitors click the ads.
Advertising arbitrage with ROSC starts with a lightweight article page to encourage a “Related searches” click.
Next, the business buys relatively low-value-keyword ads on Google Search to drive traffic to its AI article page, encouraging users to click on related search options, thereby earning money on the difference between ad cost and ad revenue.
Arbitrageurs use AI to generate thousands of middling articles they can drive traffic to. And oddly, these pages sometimes rank in the top 100 spots.
SEO Topic Signal
Scouring SERPs for opportunities, a few niche content agencies noticed what the arbitrageurs were doing.
Here were AI pages built not to answer a need — in fact, providing so little information that a visitor would click a related search term — but to identify a topic signal.
In response, these agencies are also generating numerous subpar articles to find ranking opportunities.
One such agency explained it this way. Creating a quality blog post for a client might cost $1,500, considering research, composition, graphics, and other expenses. And there is no guarantee the article will rank well.
Instead, the agency creates 60 AI-generated, human-edited articles on related topics. All reside on the client’s blog, although not featured.
Finally, they wait. If it creeps into the top 100 organic search rankings, as reported by Semrush or Ahrefs, an article receives royal treatment. A human author rewrites it, places it in a topic cluster, and features it on the blog.
Application
For marketers, the lesson is not to flood the web with cheap AI articles. Rather, it is to recognize that finding ranking opportunities can be a process of discovery.
The search engine industry is changing quickly, upended by AI platforms that have altered queries and informational journeys.
Consumers increasingly type extended prompts into AI platforms versus single keywords or phrases in traditional search engines. Prompts are much longer and are often voice-activated with follow-up questions.
Moreover, prompts are typically much more descriptive and thus harder to predict.
Nonetheless, knowing shoppers’ prompts is essential for understanding their needs. Unfortunately, third-party “question” tools are typically keyword-driven, unsuited for prompts.
Prompt analytics tools
New prompt-analysis tools are coming.
For example, Similarweb’s new “AI Traffic Intelligence” reveals the prompts driving traffic to any web page. The tool is an add-on to the company’s “Web Intelligence” platform, which starts at $1,500 per year. Similarweb has not published pricing for the AI addition. There is no free trial.
Aiso is another tool to see actual prompts based on topic, brand, or keywords. Users describe their business, products, and services. Aiso then shows actual, related prompts from ChatGPT and other AI platforms. Pricing starts at $75 per month, with a free trial.
New tools such as Similarweb’s “AI Traffic Intelligence” help understand shopper prompts.
Prompt optimization
Knowing the prompts of shoppers is useful only for understanding their needs and journeys. I know of no way to optimize a site for prompts because AI platforms don’t match content to queries, unlike search engines. Both rely on intent, but AI prompts must interpret entire sentences, paragraphs, and follow-ups.
For example, most brick-and-mortar businesses don’t use “local” in their description.
A prompt from a hair-salon owner might resemble this:
I own a hair salon and need more people in my area to be aware of my business. Which kind of marketing agency or expert do I need (with my small budget)?
An AI platform would understand that local search is a good option. Here’s the response from Google’s AI Mode to the above prompt:
Here’s a breakdown of the types of marketing expertise to consider for your hair salon, particularly with a limited budget…:
SEO experts or consultants
What they do: SEO specialists help your website rank higher in search engine results for relevant keywords, making it easier for potential clients in your area to find your salon when they search online for services like “hair salon in [Your City]”.
Why it’s good for you: A strong online presence is crucial for attracting new clients. A well-optimized website, along with a claimed and optimized Google Business Profile, will significantly boost your salon’s visibility in local searches.
Things to consider: Look for those specializing in local SEO or SEO for the beauty industry. [Here, AI Mode recommended actual local SEO agencies specializing in the beauty industry.] Ask for case studies or testimonials showcasing their success in ranking local businesses.
The biggest ecommerce change from AI platforms is the impact on shopping journeys. Consumers’ prompts go beyond keywords, such as “hair salons in my town,” to include, say, prices, driving distance, specializations, and more.
Hence, optimizing for AI focuses on problem-solving and positioning a business as a solution provider.
Aligning landing pages to keywords remains viable for traditional search engines, where keywords are still predictable, but AI optimization means answering all kinds of relevant (unpredictable) questions.
Thus merchants looking for AI visibility should create problem-solving content. Researching keywords and prompts can help understand those problems, but attempting to match content is fruitless.
Google introduced “fan-out” search results in a March 2025 blog post announcing AI Mode, its expanded version of AI Overviews. The term is new, but the concept is not.
Google’s algorithm has long moved beyond merely matching keywords. It now interprets what searchers are looking for. This intent-based approach is also known as thematic or semantic search.
Similarly, AI Mode “fans out” beyond searchers’ initial queries to address likely follow-ups. A single AI Mode response could include what once required multiple searches. Google’s March post included an example of a searcher seeking the best smartwatch for sleep tracking. An AI Mode answer could fan out to address related topics, such as explaining sleeping heart rates.
Yet keyword research remains essential. The words and phrases of prospects reveal their needs and shopping journeys.
And optimizing those keywords is crucial for citations and sources in AI Overviews. One tactic is to use Gemini, Google’s AI chatbot that powers Overviews and AI Mode.
Here’s how.
Use Gemini
First, generate keywords.
For existing pages, access Search Console’s “Performance” > “Queries” tab. Enter the URL for the “Page” filter to limit the query report for that content. Then download the final report as a CSV file.
In Gemini, upload the keyword file and enter the following prompt:
Here’s my target keyword list. What are the fan-out subqueries or facets related to these topics?
I uploaded a CSV file of approximately 500 keywords related to “website maintenance costs.” Gemini’s response, below, was very helpful. (I’ve bolded words for emphasis.) Answering many of its questions would enhance a website maintenance article.
Primary Topic: Website Maintenance and Running Costs Core Query Theme: “How much does it cost to maintain/run a website?” Fan-out Subqueries/Facets:
1. Cost Breakdown & Components
“What are the typical recurring costs for a website?”
“How much does website hosting cost per month/year?”
“What is the average cost of a domain name?”
“How much should I budget for website security (SSL, firewalls)?”
“What are the costs associated with website content updates or management?”
“What is the cost of website development or new feature implementation?”
“Are there hidden costs of website ownership?”
“Cost of plugins, themes, or extensions for platforms like WordPress.”
2. Factors Influencing Cost
“What factors increase or decrease website maintenance costs?”
“How does the type of website (e-commerce, blog, portfolio) impact running costs?”
“Is a custom-built website more expensive to maintain than a template-based one?”
“Does the frequency of updates influence maintenance expenses?”
“What’s the difference in cost between DIY website maintenance and hiring a professional?”
3. Importance & Benefits of Maintenance
“Why is website maintenance important for security?”
“How does regular maintenance improve website performance and speed?”
“What role does website maintenance play in SEO (Search Engine Optimization)?”
“How does maintenance impact user experience and conversions?”
“What are the risks of not maintaining a website?”
4. Types of Maintenance
“What does website technical maintenance involve?”
“What is included in website security maintenance?”
“What is content maintenance for a website?”
“What is ‘preventative maintenance’ for a website?”
5. Solutions & Services
“What are common website maintenance packages or plans?”
“What tools are available for website maintenance (monitoring, backups)?”
“Should I use a website maintenance service or do it myself?”
“Comparison of website maintenance services and their pricing.”
6. Comparative Analysis & Alternatives
“How do website maintenance costs compare across different platforms (WordPress, Shopify, Wix, Squarespace)?”
“Is it cheaper to rebuild a website than to maintain an old one?”
“What are the long-term costs of a website?”
“Cost of maintaining a small business website vs. a large enterprise site.”
7. Related Services & Value
“Does website maintenance include SEO or marketing services?”
“What is the ROI (Return on Investment) of regular website maintenance?”
Gemini’s Reasoning
For the best prompts, run Gemini and open the “Show thinking” option (available in 2.5 Pro). Then follow Gemini’s logic to understand how it treats your core topic.
For example, I entered this prompt and then clicked “Show thinking”:
Where to buy designer shoes online. I’d like to be able to try them on.
Gemini’s “Show thinking” option explains how it treats a core topic. Click image to enlarge.
Gemini’s reasoning was eye-opening in terms of how it can help shoppers. (Words are bolded by me.)
I’m starting my search for online designer shoe retailers with “try before you buy” programs. I’m also looking for luxury stores with free returns and exchanges, focusing on options with the best return policies for my needs.
Compiling program details
My focus is now on compiling a detailed list of “try before you buy” options for designer shoes. I’m actively comparing return policies, specifically looking at restocking fees and shipping costs across various retailers and personal styling services. The goal is to identify the best value and flexibility for trying on shoes at home. I am ready to start compiling a list of top options for the user.
Expanding search scope
I’ve moved beyond the initial “try before you buy” focus. Subscription services, like JustFab and ShoeDazzle, emerged, though their designer offerings might be limited. My focus also shifted to retailers with liberal return policies, essentially facilitating home try-ons. DSW, Nordstrom, and Zappos surfaced as promising. I’m now also exploring personal styling services that include home try-on components.
Refining search criteria
I’ve moved on to the second part of the plan: detailing the specific “try-on” policies. I’m focusing on costs, trial periods, and brand selections for each retailer and service. I’m structuring the information into “Try Before You Buy,” “Retailers with Free Returns,” and “Personal Styling Services” to ensure clarity. I’m now investigating the designer shoe selection for services like Stitch Fix and Wantable.
Gemini suggested options beyond the initial prompt:
“Try Before You Buy”
“Retailers with Free Returns”
“Personal Styling Services”
It also generated a comparison chart of options meeting one or more of those options:
Gemini suggested options beyond the initial prompt and generated a comparison chart. Click image to enlarge.
Note Gemini’s sources and citations from ecommerce brands. Thus to appear in AI Overviews, work on your site’s content explaining core values and needs of prospects, such as shipping, returns, unique products, free virtual help with installation, and more.
Additional Tools
Ultimately, adjust your content based on your knowledge of the niche and target audience. Third-party keyword tools can help brainstorm (i) related queries to expand your keyword list and (ii) related questions of the problems behind the queries.
Keyword rankings no longer guarantee organic traffic.
A decade ago, we could estimate traffic to pages in Google’s top three organic positions based on keyword search volume. No more. Traffic is much more difficult to predict due to new search-result features and dynamic AI overviews.
Moreover, the impact of keywords is less predictable as people use voice search and generative AI.
Hence many professional search optimizers claim keyword research is meaningless.
That is wrong.
The benefits of keyword research are greater than organic search rankings. It reveals where prospects are in the shopping journey and what they know about a topic.
For example:
Consumers exploring a topic or problem presumably use generic keywords. They are less likely to convert right away, but the chances improve if they discover your brand or product.
Searchers using niche terms and industry jargon are more informed and likely to purchase soon.
In both scenarios, knowing those keywords helps target would-be buyers and create relevant content. The former — consumers new to the journey — likely benefit from definitions and explanatory guides.
The latter — folks using industry terms — require actionable content such as features or assembly instructions. Definitions would only distract them and may constitute filler (unhelpful) content by Google’s algorithm.
For example, a guide for increasing web traffic would likely include these keywords:
“increase website traffic”
“how to promote your website”
“improve website hits”
“how to do SEO”
“how to rank higher on google”
“how to increase SEO”
We could conclude:
“increase website traffic” implies folks who recognize the need for traffic but don’t know how to generate it.
“how to promote your website” suggests searchers are exploring options.
“improve website hits” are likely searchers starting their research, using “hits” instead of “traffic.”
“how to do SEO” suggests searchers with a vague understanding, requiring beginner steps and explanations.
“how to rank higher on google” indicates folks who understand “ranking” but require advanced instruction.
“how to increase SEO” suggests beginners because advanced practitioners would not likely use that term.
We could now group similar keywords based on intent and formulate content accordingly. We could decide, for example, to focus on beginners or pros based on our target prospects.
We could then query AI for topic ideas. I did that by prompting Gemini with the above keywords. Here’s the output.
Keyword
Volume
SEO Expertise (Gemini)
Content Type (Gemini)
Content Elements (Gemini)
increase website traffic
1,300
Beginner
Introductory guides, blog posts, checklists, infographics
Basic explanations of traffic sources (organic, social, paid), actionable tips for beginners, easy-to-follow steps, visuals, downloadable resources.
Understanding keyword trends is key for organic and paid search performance.
Search terms rise and fall in popularity. The movements impact decisions such as naming products, launching marketing campaigns, and developing content.
Here are four tools to identify year-over-year keyword trends.
SEOmonitor
SEOmonitor is a rank tracking platform that pulls search volume from Google Ad’s Keyword Planner.
The YoY search trends (expressed as a positive or negative percentage) compare the keyword volumes from the last month to the same month of the previous year. If the volume exceeds +200%, the trend appears as a multiplier.
Pricing starts at €99 ($107) per month with a free trial.
SEOmonitor compares last month’s keyword volumes to those of the same month in the previous year. Click image to enlarge.
Semrush
Semrush, a multi-feature search platform, provides comprehensive keyword volume info, including keyword magic (for discovery), competitive analysis, and rank tracking.
Semrush says it relies on multiple sources for its search volume reports — Keyword Planner and “clickstream data acquired from reliable sources.” It’s the only tool on this list with a proprietary metric beyond Google-supplied metrics.
Semrush retains historical search volume data for many years, handy for analyzing long-term keyword trends. I’ve pulled high-volume keyword stats as far back as 2012, for example.
Pricing for Semrush starts at $140 per month with a free trial.
Semrush retains historical search volume data for years, such as this example for “ecommerce” in 2012. Click image to enlarge.
Advanced Web Ranking
Advanced Web Ranking is a rank-tracking platform that reports the average search volume for any query based on Keyword Planner data.
In the ranking tracking chart, the percentage displayed alongside Search Volume shows the YoY movements — queries from the latest full month compared to the same month last year.
Prices for Advanced Web Ranking start at $99 per month with a free trial.
Advanced Web Ranking reports average YoY search volume based on Google’s Keyword Planner for any query. Click image to enlarge.
Glimpse (+Google Trends)
Glimpse offers a Chrome extension that enhances Google Trends reports with search volume info and movements in the past month, quarter, and year.
Glimpse’s Chrome extension enhances Google Trends reports with monthly, quarterly, and annual search volume, such as this example for “ecommerce.” Click image to enlarge.
The tool also provides keyword seasonality analysis, such as this assessment for “ecommerce”:
Interest in “ecommerce” remains fairly stable throughout the year, with slight increases around mid-summer in July, suggesting a potential increase in online shopping activities or preparations for upcoming sales events. However, the trend demonstrates minor declines as the year progresses towards the holiday season, particularly in October, November, and December, possibly due to increasing consumer focus on traditional retail or other seasonal activities during the holiday period.
Google Trends reports only popular keywords, not niche or long-tail queries. Thus Glimpse is helpful mostly for generic competitive terms.
Glimpse’s Chrome extension is free for 10 monthly searches. Paid plans with unlimited searches start at $49 per month.
Using the right keywords is essential in SEO. Because using the words your audience searches with will help your posts and pages rank. That’s why we always tell you to try to find the perfect keywords for optimizing your articles. So, after finding the perfect keyword, why shouldn’t you use it repeatedly? Why would you use synonyms and related keywords? It might seem contradictory, but correctly using synonyms and related keywords can improve your rankings.
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It’s important to know the difference between synonyms and related keyphrases. Synonyms are words or phrases that mean the same thing or are very similar. Using them in SEO can help diversify your content and capture different variations of a keyword that people might use in searches. For example, “car” and “automobile” mean the same thing, so they are synonyms.
On the other hand, related keyphrases are terms that aren’t necessarily synonyms but are still connected to the main keyword in context. They help capture broader search intent by covering topics and ideas related to your primary keyword. For instance, if your main keyword is “puppy training,” related keyphrases might include “puppy behavior classes” or “puppy command basics.”
Incorporating synonyms and related keyphrases into your content can make it more relevant. This approach increases your chances of ranking for various search queries.
Variation is key
The main reason to use synonyms and related keywords in your text is to make it much easier to read. If you write a text about ‘candy’ and use the word ‘candy’ in every other sentence, your text will not flow naturally and become unreadable. Your readers will most likely stop reading and leave your page or post. You’ll lose your audience. That’s why you should aim for variation in your writing. For example, ‘sweets’ and ‘delicacy’ could be synonyms for ‘candy’. Related keywords could be ‘chocolate’ and ‘sugar,’ which aren’t synonyms for ‘candy’ but are related to it and can, therefore, still be relevant for your text. We’ll get into that later on in this post.
So, for your text to be attractive and engaging, it should be varied. This can be done in different ways. For instance, you can try to alternate long sentences with shorter ones. Longer sentences are often more difficult to process, and using shorter sentences makes your text easier to read. You can also try to alternate the sequence of words to avoid too much repetition in your sentences.
But the most important thing is to vary with the exact words you use. Especially if you’re trying to rank for a long-tail keyphrase consisting of several words, such as ‘candy store New York’. Using that exact keyphrase in many of your sentences will make your text awful to read. Using synonyms and related keywords, on the other hand, allows you to make a text much more attractive while still being able to focus on your chosen keyphrase.
What about keyword density?
Of course, it’s important to regularly use your focus keyword and be aware of your keyword density. But you shouldn’t overdo it. In the old days, SEOs tended to stuff their texts with their keyword as much as possible. That way, Google would understand the text and rank it accordingly. But Google has come a long way since then. It can read and understand texts perfectly well and is getting smarter daily.
We’ll give you an example. If you type in ‘best candy store New York’ on Google, the results will show pages about ‘candy stores’ and ‘candy shops’. Google understands that ‘store’ and ‘shop’ are synonyms and treats them as such.
Snippets from the search result page for the search ‘best candy store New York’
This doesn’t take away from the fact that you should still use your focus keyword a few times throughout your post. After all, the focus keyword is still the word or phrase your audience was searching for. These are the words your audience uses and will expect to find in your text. That exact match remains important. But, to avoid using your keyword too many times – also called keyword stuffing – you can use synonyms and related keywords. That way, you can rank on these keywords while keeping your text attractive and readable.
Yoast SEO can help you find related keyphrases based on your focus keyword, saving you time and hassle. All you need to do is click the button to ‘Get related keyphrases’; you’ll find it right underneath your focus keyword in the Yoast sidebar. You’ll see a list of related keywords and search trend data when you click that button.
This is how the related keyphrases feature looks in Yoast SEO
As a Yoast SEO Premium or Yoast SEO for Shopify users, you can add up to five related keyphrases to your SEO analysis. This lets you optimize your text for these additional terms similarly to your focus keyphrase. As always, you’ll see our familiar feedback bullets to guide you. If you’re a Yoast SEO Free user, you can explore related keyphrases using the tool, but you won’t be able to add these to your SEO analysis.
Yoast SEO can help you balance the use of your keyword, synonyms, and related keywords by recognizing word forms in different languages. If you want to know more, you can read about the related keywords feature in Yoast SEO for WordPress and the related keywords featured in Yoast SEO for Shopify.
The usage of synonyms versus the use of focus keywords is no exact science. The most important criterion is the way readers will experience your text. So, read and re-read it. Is it engaging and easy to read? Or are you getting annoyed by the constant use of a certain term? Be critical of your writing and ask others for feedback on your text.
As mentioned earlier, you can add your related keywords to the analysis in Yoast SEO Premium and Yoast SEO for Shopify. By adding these, the plugin can check whether you’re using them in your text. Your focus keyword remains the most important keyword, though, and that’s why the plugin is less strict in its analysis of your related keyphrases.
You can add keyphrases that are related to your focus keyphrase in Yoast SEO Premium and Yoast SEO for Shopify
You’ll also be able to add synonyms of your focus and related keywords when you use our Premium SEO analysis or Yoast SEO for Shopify. These analyses include checks to ensure you’ve used these synonyms in your text and your meta description, introduction, subheadings, or image alt text. Moreover, our keyphrase distribution check will reward you for alternately using your keyphrase and its synonyms throughout your text.
You can add multiple synonyms for your focus keyphrase in Yoast SEO Premium and Yoast SEO for Shopify
As we said earlier, Google has come a long way since the early days of SEO. It can understand texts, consider related concepts and synonyms, and recognize related entities. All this allows it to serve its users the best results. And part of being the best result is ensuring your texts are easy to read. Google wants to serve readable texts.
So make sure you deliver! Think of synonyms for your keyword or keyphrase and use them to your advantage. Take a moment to come up with a few alternatives for your keyword. But also think of topics that are strongly related to your keyword. You’ll notice that writing a naturally flowing text becomes much easier when you don’t have to use your focus keyword in every other sentence. Using synonyms and related keyphrases helps Google understand the context of your text, which increases your chances of ranking!
Conclusion
Focus keywords remain essential. These are the words your audience is searching for. People searching for ‘candy’ will probably not click on a result with ‘delicacy’ in the text. If you search for ‘candy’, you’ll expect to see the exact word in the search results. So, matching the keywords of your audience remains important.
Using synonyms and related concepts helps you write a text on topic and full of the proper entities. Repeating the same keyword over and over again hurts the readability of your text, especially if you’re optimizing for a long-tail keyword. Furthermore, using synonyms and related keywords may create ranking opportunities you’d otherwise have missed. If you need help with that, Yoast SEO Premium and Yoast SEO for Shopify offer extra features to ensure your content is readable and rankable.
Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.
In SEO, using top tools is key. Yoast and Semrush have joined forces to combine their technologies. This integration benefits WordPress and Shopify users by improving their SEO work. Yoast SEO offers easy-to-use SEO features, while Semrush brings solid data that can be used for keyword research. This article will explore the Related Keyphrase feature, which uses Semrush’s keyword data.
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Why integrate Yoast SEO with Semrush?
SEO involves more than just content optimization; it requires understanding the search landscape and adopting strategies. The Yoast SEO and Semrush integration offers powerful tools for various SEO areas, like finding keywords, planning, implementation, and analysis.
Benefits for WordPress users
Benefits for WordPress users include enhanced keyword research. You can access Semrush’s vast database from the WordPress editor to find and apply effective related keywords. Get real-time SEO suggestions to refine your content as you write using current SEO data. This integration simplifies your work. You don’t have to jump between tools and platforms as much, so you can concentrate on writing content that ranks.
Advantages for Shopify store owners
Advantages for Shopify store owners include access to ecommerce keywords. These insights help drive targeted traffic to your store. Conduct SEO health checks to analyze and optimize product descriptions and meta tags, ensuring full SEO compliance. Integrating targeted keywords into your Shopify store’s content enhances visibility and boosts conversion potential.
Setting up the integration is simple for both WordPress and Shopify users. Connect your Semrush account to Yoast through the plugin or app interface. This lets you access keyword analytics and SEO advice right in your dashboard. If you haven’t installed Yoast SEO yet, start there. We offer a guide to help you with the setup.
Finding related keyphrases
Related keyphrases, or related keywords, are terms linked to your main keyword. They boost your content’s relevance, which helps search engines grasp your page’s topic and details. Adding related keyphrases makes your content more comprehensive and informative. This enhances its visibility in search results, as search engines favor pages that cover a topic thoroughly.
Using related keyphrases also avoids keyword stuffing, leading to more natural, reader-friendly text. This approach attracts more organic traffic and helps your content rank for a wider range of search queries.
Getting started with related keyphrases
Navigate to the post or page you wish to optimize in the content editor. To access the Semrush tool, locate the Focus keyphrase section and enter your main focus keyphrase. Then, click the Get related keyphrases button, and a pop-up will appear.
Enter your focus keyphrase and click the Get related keyphrase button to access the Semrush pop-up
Semrush presents related keyphrases in the pop-up, including search volume, search intent, difficulty, and trends. For more detailed insights or to explore further, use the Keyword Magic Tool in Semrush. Alternatively, use your preferred keyword research tools to gather additional insights.
Search volume and difficulty data help understand popularity
Semrush’s search volume data shows how often users search for a specific keyword or keyphrase each month. This metric highlights the keyword’s popularity and demand. High search volume suggests strong interest, while low volume indicates fewer searches. You can use search volume data to identify trends over time, spotting seasonal or emerging keywords. Analyzing these volumes helps you gauge your content’s potential reach and find high-demand keywords to target.
However, high search volumes often mean high competition. Balancing search volume with keyword difficulty is key. Keyword Difficulty measures how hard it is to rank in the top ten for a keyword, ranging from 0% to 100%. Lower percentages mean less competition, making it easier to rank, while higher percentages indicate tough competition requiring significant effort.
Yoast SEO shows intent, volume, trend and difficulty data for suggested keyphrases
Semrush and search intent
Semrush provides tools to integrate search intent into your keyword research. Understanding search intent allows you to tailor content to user needs, improving rankings and attracting relevant traffic.
Semrush offers a search intent metric for each keyword, helping you identify whether a keyword is navigational, informational, commercial, or transactional. This insight lets you align your content with user searches. For instance, commercial intent keywords might lead to content focused on comparisons or reviews, while transactional keywords benefit from clear calls-to-action.
You can explore keywords based on search intent using Yoast SEO’s Related Keyphrases tool. This helps you target the most relevant keywords for your content goals. You might focus on informational keywords for a blog aimed at new audiences. For an ecommerce site, combining commercial and transactional keywords can attract potential buyers to your product pages.
Yoast SEO also shows search intent and keyword difficulty data from Semrush
Integrating related keyphrases into your content
Select the most relevant and beneficial related keyphrases from the list provided by Semrush. Focus on search volume, difficulty, and how they relate to your main topic. You can add up to four additional related keyphrases to your content. Yoast SEO will factor in these related keyphrases when analyzing your content and offering suggestions for improvement.
Incorporate related keyphrases naturally
After selecting the best keywords, add them naturally to your content. Avoid keyword stuffing. Use related keyphrases in sections like subheadings, bullet points, and within the body text. Ensure they complement the primary keyphrase and enrich the content’s context.
Include related keyphrases in meta descriptions and image alt texts to expand your content’s relevance. Yoast SEO will give feedback on their integration and suggest improvements.
Analyze and optimize
Once you’ve integrated the related keyphrases, check the analysis from Yoast SEO. The plugin will offer tips for further optimization. Focus on readability and overall keyword usage. Adjust your content based on Yoast SEO’s suggestions to ensure it’s optimized for primary and related keyphrases.
Better keywords with Semrush and Yoast SEO
The Yoast SEO and Semrush integration is a great tool for marketers, content creators, and ecommerce professionals. This partnership helps improve your SEO on WordPress and Shopify by combining data-driven keyword research with practical SEO implementation.
Enhance your SEO by connecting Yoast SEO and Semrush today. Experience the benefits of integrated SEO tools right at your fingertips. Have fun exploring the integration!
Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.
SEO is a way to get more traffic to your website. By ranking high on Google, you attract more people to your site, which leads to more sales and returning visitors. You must optimize your content for the right words to get people to your site. However, you should consider search intent to increase your chances of ranking, convincing people to buy your stuff, subscribing to your newsletter, or even returning to your website. In this post, we’ll tell you what search intent is and how you can optimize your content for search intent.
Table of contents
What is search intent?
Search intent (or user intent, audience intent) is the term used to describe the purpose of an online search. It’s the reason why someone conducts a specific search. After all, everyone who does an online search hopes to find something. But is someone looking for an answer to a question they have? Are they looking to visit a specific website? Or are they searching online because they want to buy something? Many of these types of searches are part of the user journey online, but often they represent different stages.
There are a few distinct types of search intent. We’ll go into the four most commonly used ones, but we’ll start with an infographic describing the four types in short:
There are four main types of search intent
1. Navigational intent
The first type of search intent is called navigational intent. People with this intent want to visit a specific website. For example, people searching for [Facebook] online are usually on their way to the website. So, you want to make sure that your website can be found when someone searches for your company’s name online.
Google’s search results for the term [Yoast]
Remember that ranking high for a navigational term is mainly beneficial if your site is what people are looking for. Years ago, we had a Google Analytics plugin that ranked well for the term [Google Analytics]. But that didn’t drive any traffic to our site. People searching for [Google Analytics] specifically were looking for the Google Analytics website and were often not interested in our plugin.
2. Informational intent
On to informational intent. People looking for information do lots of searches on the internet. This could be information about the weather, educating children, SEO, you name it. People with informational intent have a specific question or want to know more about a topic.
Google’s search results for the term [omato sauce]
You should know that Google understands intent beyond simply showing results that give information about a specific term. It knows, for instance, that people looking for [tomato sauce] are most likely looking for recipes, not for the sauce’s culinary history. It understands that most people typing in [Mercury] are looking for the planet, not the element. Google even understands it’s handy to include videos and images for search terms, like [how to build a bird feeder].
3. Commercial investigation
Some people intend to buy in the (near) future and use the web to research. What washing machine would be best? Which WordPress SEO plugin is the most helpful? These people also have transactional intent but need more time and convincing. These types of search intents are usually called commercial investigating intents.
Google’s search results for the term [best washing machines 2024]
4. Transactional intent
The fourth type of search intent is transactional intent. Many people buy stuff online and browse the web to find the best purchase. People are searching with transactional intent when they intend to buy something at that moment. That means that they already know exactly what they want to buy and want to get to that product page immediately.
Google’s search results for the term [IKEA PS 2014]
Keyword intent
People’s words in their search queries give us insight into user intent. This also works the other way around. By formulating keywords with intent-specific words, you can increase your chances of being seen by people with matching search intent.
What do we mean by intent-specific words? Well, keywords with transactional intent will often contain words like:
buy
deal
discount
product names
To give another example, informational searches can (but don’t necessarily have to) contain words like:
information
how to
best way to
why
How to optimize your content for search intent
Why are we telling you this? Because you want to ensure that a landing page fits your audience’s search intent. If people are looking for information, you don’t want to show them a product page. At least, not immediately. You’ll scare them away. But if someone wants to buy your product and lands on one of your lengthier blog posts, you might lose them. In this case, you want to lead them to your shop and the right product page.
Optimizing your product pages for commercially driven keywords is a good idea. For instance, if you sell dog vitamins, you could optimize a product (category) page for the search term [buy dog vitamins]. Perhaps you also have an article about administering vitamins. You could optimize that article for the search term [how to give vitamins to my dog] and aim it at people with informational intent.
Research your audience’s search intent
Sometimes, it can be quite hard to determine the search intent of a query. And perhaps different users that use the same search term will have a (slightly) different user intent. Luckily, there is a direct source to look at to know which intent fits your keywords best: the search results pages. Find out how you can use the results pages to create intent-based content.
If you want to know more about your audience’s search intent, another way is to ask them. Create a short survey containing questions about what people are searching for, and make that survey pop up when people visit your website. That’ll give you valuable insights into your audience and their intent. Please don’t be too intrusive with these kinds of pop-ups, as this can hurt the user experience on your website.
Search intent in Yoast SEO with Semrush
Aiming your content with the right intent is important, but it becomes even more important for ecommerce content. Here’s how to apply this with a focus on ecommerce.
Start by identifying the intent behind your main keyword. In ecommerce, this often revolves around transactional or commercial investigation intents. If users are ready to buy (“transactional”), your content should guide them toward purchasing. If they’re still researching (“commercial investigation”), provide comparisons, reviews, or detailed product information.
Look for related keyphrases that match these intents. Use tools like the Semrush integration in Yoast SEO to find variations that potential customers might use. For a keyword like “buy running shoes online,” related phrases could include “discount running shoes,” “running shoes with free shipping,” or “best price running shoes.”
Examine search results for the keyphrases you’ve found to see what ecommerce sites are doing. Pay attention to product pages, reviews, and comparison guides that rank well. This helps you understand what customers expect and how you can differentiate your offerings.
Incorporate these keyphrases naturally into your product descriptions, category pages, and blog posts. Make sure the content answers potential buyer questions and highlights unique selling points. Include clear calls to action to drive purchases, especially for transactional intent.
If you focus well on search intent, you can create content that improves SEO and enhances the shopping experience. Ultimately, you want higher conversions and better customer satisfaction.
Yoast SEO shows search intent insights powered by Semrush
Conclusion on search intent for SEO
It’s crucial to ensure that your content fits the terms people are searching for and your audience’s search intent. Ensure your post or page is informational when people seek information. Be the first result when someone searches for your company name. Provide content that helps people make an informed decision while still investigating their options. But lead people to your sales pages if they want to buy one of your products.
Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.
Keyword search volume is a rough estimate of demand for a particular query. The primary sources of search volume info are Google Ads (and its API users), Semrush, and Ahrefs. But each of those differs from the others for a given keyword.
Take, for example, the keyword “reddit marketing.” Here’s what each provides for the number of monthly U.S. searches:
Google Ads: 880,000
Semrush: 590,000
Ahrefs: 100,000
The differences stem from where the data comes from and how it’s calculated.
Google Ads Keyword Planner
Google Ads Keyword Planner shows the average monthly searches for each keyword over the preceding 12 months. Thus Google Ads could report a low volume for a newly trending keyword if it wasn’t popular in the previous 11 months.
Moreover, Keyword Planner aggregates search volume for a query among phrases containing the term. For example, the broad-match volume for “pool” includes searches for “swimming pool,” “pool tables,” etcetera — not the single query.
Hence Google Ads’ search volume is often overestimated and inaccurate for a single word or phrase.
Semrush
Semrush’s explanation for its search volume calculations is vague:
Semrush takes sets of data from third-party providers and overlays it with historical clickstream data acquired from reliable sources.
There’s only one conclusion: Semrush is not solely using Google Ads data.
Semrush says an internal 2022 study proves its search volume estimate is the most accurate. The study compared the volume reported by Search Console to that of popular platforms — Semrush, Google Ads, Ahrefs, Moz, more. Semrush’s volume was closest. I’m wary, however, as Search Console shows exact monthly data, whereas search volume reported by those platforms is a 12-month average.
Ahrefs
Ahrefs is also vague in explaining its search volume calculation. Ahrefs cites multiple data sources, including “clickstream” info, a digital record of searches and web activity.
Ahrefs allows customers to download the search volume history for any keyword. One can then blend that keyword and volume with Google Trends to gauge Ahrefs’ accuracy. I did that and received varying results.
In short, keyword search volume is imprecise and inconsistent among the leading sources. Other metrics, such as keyword difficulty and search intent, are also useful when assessing the likelihood of ranking for a word or phrase.
Search volume is only helpful for comparison and keyword sorting — not for estimating the number of clicks for a top ranking. Plus, search results are now fluid with many components. Clicks will likely depend on the query and the results pages it produces.
What could be the matter if your perfectly optimized post isn’t ranking? Is the problem that your site is not on Google, or is something else going wrong? What is keeping your content from reaching that coveted #1 position? In this post, we’ll discuss many possible reasons why your page is not ranking, even though it’s optimized.
We’ve divided the possible issues you might be having into four sections:
Pro tip
Quick question: how’s your internal linking? If your content is optimized but not ranking, or Google is ranking the wrong pages from your site, it could be because you need to improve your site structure or fix your orphaned content. We’ve made some really neat SEO workouts to help you check and remedy these kinds of issues — check them out and fix those issues now!
Indexing and crawl issues
The first few points on the list all deal with indexing and crawl issues. Put simply, you can’t rank if your page or site is not on Google in the first place. If you find these topics confusing, you might want to read up on how Google works and how to start with SEO.
1. Your site/page is not on Google
If you need help determining whether your site is on Google, you can use the site: search operator in Google. Type site:yoast.com, and you’ll see a list of pages for that domain. If you type in the full URL of a specific article, you should see only one search result return. If you see your pages, this means that Google knows about your site and has put — at least some of it — in its index. Once you discover that your page is in the index, but you think it is not performing well, you might want to dig deeper.
The site: search operator helps you find your site in Google’s index
How to fix it
Check your WordPress Reading Settings. For the Search Visibility option, if you’ve ticked the box ‘Discourage search engines from indexing this site’, that’s the most likely reason your site is not on Google. If that’s the case, uncheck that box and click to save your changes. If the problem is that only some specific pages aren’t showing up on Google, then you might want to review your Search Appearance settings in Yoast SEO. Go to the ‘Content Types’ tab and ensure your settings are correct.
2. Your site/page is still too new
If your site or page is new, it might simply be a matter of chilling out and checking back in a little while. There are many moving parts in getting your content crawled, indexed and ranked. Sometimes, it takes days or maybe even weeks for Google to finish its discovery process.
How to fix it
If you check and find your site is not on Google yet, you can install Yoast SEO and submit the generated XML sitemap to Google Search Console to help Google discover your website. You can also use the URL Inspection tool in Search Console to determine how specific pages are doing. It tells you exactly how Google crawls and views your site.
3. Your content is noindexed
One of the most common reasons Google does not index your site or a specific page is that it has been noindexed inadvertently. Adding noindex meta robot tags to a page tells Googlebot that it can crawl the page but that the results can’t be added to the index.
How can you check if your page is noindexed? That’s easy; simply open the page and view the source code. You’ll find the code below somewhere at the top of the page. This tells search engine crawlers that the page’s content shouldn’t be added to the index, thus keeping it from ranking.
4. Your site/page is blocking Google with robots.txt
You might have told Google not to index your content, but it’s also possible you’ve told Google not to crawl your site at all! Blocking crawlers in a so-called robots.txt file is a surefire way never to get any traffic. Blocking robots is easier than you might think. For instance, WordPress has a Search Engine Visibility setting that does its best to keep crawlers out once set to Discourage search engines from indexing this site. Uncheck this to make your site available again.
See that this option isn’t inadvertently checked
WordPress uses the noindex approach described above to handle the indexing of sites via the Search Engine Visibility setting. It does have a warning that it’s up to search engines to honor the request.
Besides telling WordPress to block search engines, it might be that other technical issues generate crawl errors, preventing Google from crawling your site properly. Your site’s web server could be acting up and presenting server errors, or buggy bits of JavaScript in your code trip up the crawler. Make sure Google can crawl your site easily.
How to fix it
If your robots.txt file is blocking Google from crawling your website (or parts of it) and you want to change that, then you’ll need to edit the file. You can follow this guide to edit your robots.txt file.
5. You must enhance your index coverage
Ensuring that Google indexes your web pages is essential to succeed. Index coverage refers to the number of your site’s URLs included in Google’s search index. Even the most optimized content may not appear in search results without comprehensive index coverage.
To identify the issue, you must examine the Index Coverage report in Google Search Console. This tool categorizes your pages into various categories and explains why pages are not indexed. If you notice many pages falling under “Error” or “Excluded,” it’s time to investigate further. One of the most common errors is ‘Crawled – currently not indexed’ in Search Console.
How to fix it
Ensure your XML sitemap is current and accurately represents your site structure. Please submit it to Google Search Console to help Google find your pages. Review and resolve any crawl errors such as 404s, server errors, or redirect issues. These errors can prevent pages from being indexed. Pages with low-quality or duplicate content might be excluded from the index. Focus on creating unique, valuable content that provides genuine user engagement. Use the URL Inspection tool to request indexing for crucial pages not yet indexed. This tool also provides insights into how Google perceives your page.
Google Search Console helps you understand why pages are not indexed
Technical issues affecting ranking
Is your page/website indexed but not ranking? Then, technical problems need to be checked.
6. You’re not ranking because your site has technical issues
Your website needs to meet certain technical benchmarks if you’re going to rank on Google! Loading speed, or how quickly your pages load, is important. Security and hosting quality are important too, and that’s not all. You can read about all the essentials in our article: things everyone should know about technical SEO.
If your post doesn’t appear in the search engines, technical issues could prevent it from appearing in the search results completely. You could have conflicting plugins causing problems, and we’ve also seen some themes that prevent Google from indexing your site. And, while Yoast SEO takes care of many technical issues under the hood, it should be set correctly to do that properly.
How to fix it
The fix you need will depend on the technical issues your website is having, and we can’t cover everything here. You might want to check the following points:
Check your plugins and/or theme aren’t causing problems.
If your technical SEO looks good and your site is indexed, you must dig deeper to discover the problem. Keep reading!
7. You’re being penalized for breaking SEO rules
If Google catches you using shady SEO techniques that it doesn’t allow — e.g., sneaky tactics like buying links or stuffing keywords into hidden text — your page or site can be penalized. When you’re already putting in the effort to make a good website and quality content, it’s counterproductive to try. Even when everything else on your page is perfect, if you’re doing something that Google doesn’t allow, you will have problems ranking (or appearing in the Google search results).
Most of these things are common sense, so you probably don’t need to worry if you’re not trying to trick Google or spam people. However, a few things used to be common SEO practices that can now lead to issues — check out our article about SEO myths for more examples of bad SEO practices to avoid.
How to fix it
You can check whether Google has flagged your page for these problems in the Manual Actions tab in Google Search Console (GSC). If you’re still new to using GSC, you might want to check out our introductory article. If you find an issue under the Manual Actions tab, read this help article to learn more about what it means and how to fix it.
Linking issues that affect ranking
A good internal linking structure and quality backlinks are important if you want to rank high. Google crawls the web, following each link it finds, so if your links are lacking, it can cause problems with ranking.
8. Your site doesn’t have a proper internal linking structure
Another reason your content doesn’t appear in the search results is that a crucial part of your SEO strategy is not in order. Don’t underestimate the importance of site structure – the internal linking structure – for your SEO strategy. Having a clear site structure leads to a better understanding of your site by Google. If your internal linking structure is poor, chances to rank high are lower – even when your content is well-optimized and awesome.
How to fix it
Start adding those links! Make sure that your important posts and pages have the most internal links to them. But don’t randomly add links: make sure you add relevant, related links that add value for your users.
You can use the Yoast SEO orphaned content filter to find posts without incoming internal links. Yoast SEO Premium will help you even more by offering helpful linking suggestions as you write. In addition, if you use Yoast SEO Premium, you get various other AI features, like Yoast AI Optimize, that help you do the hard work. And if you really want to improve your site structure, check out our site structure training — which is also included in Premium!
Pro tip: Take care of your orphaned content and internal linking the easy way with our SEO workouts, available in Yoast SEO Premium.
If you just started with your website, your content won’t instantly rank. Not even if you have optimized everything perfectly and every bullet in Yoast SEO is green. To rank, you’ll need some links from other websites. After all, Google has to know your website exists.
How to fix it
Creating incredible content is a good way to get links to your pages. High-quality content attracts clicks from readers who might share the content far and wide via social media. All this helps to get those links. Of course, you can do more to get links in a natural, non-spammy way: here are fifteen ways of getting high-quality backlinks.
To get (more) backlinks, you can reach out to other websites. You’ll need to do some PR or link building. Ask them to mention your site or talk about your product and link to your site. You can also use social media to get the word out! Learn all about link-building strategies in our All-Around SEO training!
Content and keyword issues affecting ranking
If everything else is as it should be SEO-wise, then your page or site is not ranking might be related to your content or keywords.
10. Your page is great, but there’s too much competition
Usually, a page doesn’t rank because there’s simply too much competition. If you optimize your content for competitive keywords and keyphrases, such as [cat behavior], [robot vacuum cleaner], or [real estate agent], chances are high that you won’t rank for that term.
Check the results pages for your keyword to determine if this is the problem. Do high authority sites like Wikipedia or Amazon dominate the first page? Do you see many sites already firmly established themselves in this niche? Probably, your site doesn’t have the authority that these other sites have (yet). So you can optimize all you want, but unfortunately, that’s not enough to rank high in the search results if your niche is too competitive.
How to fix it
If you want to rank for highly competitive terms, try a long-tail keyword strategy. Write content that targets related long-tail keywords and phrases before tackling the competitive keywords. If these long-tail articles start ranking, you can also rank for more competitive terms. Such a strategy requires long-term efforts, but in the end, it will pay off.
Another reason your content isn’t ranking is that it doesn’t match the intent of people searching for your keyword. Search intent is important for search engines: do people want to buy something, go to a specific website, or seek information? Even if you’re targeting a more long-tail keyphrase, if your content doesn’t match the dominant intent of searchers, search engines won’t show it in the results because it won’t be what people are looking for.
Let’s look at a few examples. Say you’re a dog trainer who wants to rank for puppy training services, so you optimize for [training your puppy], with transactional intent in mind. But if you look at the search results, you’ll see that there are informational videos, and all the results explain how to train a puppy yourself. So, searchers have informational intent. This can work the other way around, too. If you’ve written a step-by-step guide for your blog on making garden decorations, aiming to rank for [flower garland garden decoration], you may have trouble ranking for that term if people just want to buy that, not make it themselves.
Remember that not every search term has one dominant type of intent. Also, it isn’t impossible to rank with content for differing intent. Still, it can be worthwhile to look into this if your optimized content doesn’t rank in the search engines.
How to fix it
Unfortunately, you don’t have the power to change the intent of search engine users. But you can adapt your content strategy. If your optimized content isn’t ranking, look at the search results (use private mode) and analyze what you see. Is one specific type of result dominant? Are there images or videos? Which related queries are shown? This is where your opportunities are. If you find primarily informational intent for a query, you can write content to get people to your site, establish your brand as a reliable source of information, and stay top of mind when people want to buy something. If you find a lot of images in the search results, you may need to focus more on image SEO. Consider what you see on the results pages when determining your SEO strategy.
12. Your content lacks uniqueness
Even well-written and optimized content might struggle to rank if it doesn’t stand out. Search engines prioritize content that offers a unique perspective or provides additional value compared to existing articles on the same topic.
Check the search results for your target keywords and examine the top-ranking pages. Does your content offer something different or more insightful? If your page presents similar information in a comparable format, you may find it difficult to climb the rankings. With the advent of generative AI, we’ll see a wave of mediocre sameness appear in the search results. If you publish the same stuff, search engines won’t bother with it.
Generative AI can help create content but needs help maintaining quality and relevance. While AI can quickly produce large volumes of content, we should prioritize quality over quantity. You should make sure that the material is original and valuable to your audience. AI-generated content might be repetitive or lack diverse perspectives. It’s essential to refine it with your unique insights or expert opinions.
Additionally, the content should always align with your audience’s needs and search intent, as AI may not fully capture human nuances. Always comply with search engine guidelines regarding AI-generated content to avoid potential penalties or indexing issues. You can enhance your content strategy while preserving its integrity by using AI as a supportive tool rather than a standalone solution.
How to fix it
Quit simply; add unique insights and views. Add your own voice and incorporate original research, case studies, or expert opinions to set your content apart. Keep your content fresh with the latest information, trends, or data to maintain relevance and uniqueness. Encourage comments and discussions to build a community around your content, making it more dynamic and engaging.
Is your optimized content still not ranking?
Multiple reasons could prevent a post from ranking. Have you optimized your post correctly with Yoast SEO? Then, the most common cause is likely to be that the competition in a niche is too fierce. Unfortunately, SEO is a long-term strategy. You need to work hard and be patient. In the meantime, you can tackle many other aspects of your SEO (site structure, link building). Try to focus on all website optimization aspects and be the best result. It will pay off eventually!
Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.
