Keywords are the words and phrases that people type into search engines in order to find what they're looking for. By extension, they also describe what a piece of content (or an entire website!) is all about, and they're the words at the heart of on-page optimization. They still play an important role in a site's ability to rank, so by identifying the right words and phrases to target you can have an outsized impact on achieving your SEO goals.
This page is your home base for learning all about keywords and keyword research. We recommend starting with our Keyword Research Master Guide. Below, you'll find resources here that are useful to learners of all skill levels.
The Keyword Research Master Guide
Win traffic through keyword research.
Not sure where to begin with keyword research? This guide outlines a step-by-step process you can implement today to identify keyword opportunities with the greatest potential ROI for your business.
The One-Hour Guide to SEO
Can you learn SEO in an hour? Surprisingly, the answer is yes, at least when it comes to the fundamentals! From SEO expert Rand Fishkin, we present you a six-part series of roughly ten-minute-long videos designed to deliver core SEO concepts.
How Many Words Is a Question Worth?
Presented by Dr. Pete Meyers at Mozcon 2019
Traditional keyword research is poorly suited to Google's quest for answers. One question might represent thousands of keyword variants, so how do we find the best questions, craft content around them, and evaluate success? Dr. Pete dives into three case studies to answer these questions.
Ranking Is a Promise: Can You Deliver?
Presented by Dr. Pete Meyers at MozCon 2018
In our rush to rank, we put ourselves first, neglecting what searchers (and our future customers) want. Google wants to reward sites that deliver on searcher intent, and SERP features are a window into that intent. Find out how to map keywords to intent, understand how intent informs the buyer funnel, and deliver on the promise of ranking to drive results that attract clicks and customers.
Keyword Research with Moz Academy
Learn practical tips on how to organize your keyword research, scale research processes, and save time when developing content ideas.
Facing the Future: 5 Simple Tactics for 5 Scary Changes
Presented by Dr. Pete Meyers at MozCon 2017
We've seen big changes to SEO recently, from an explosion in SERP features to RankBrain to voice search. These fundamental changes to organic search marketing can be daunting, and it's hard to know where to get started. Dr. Pete will walk you through five big changes and five tactics for coping with those changes today.
I'd Rather Be Thanked Than Ranked
Presented by Wil Reynolds (he/him) at MozCon 2017
Ego and assumptions led me to choose the wrong keywords for my own site. How did I spend three years optimizing my site and building links to finally crack the top three for six critical keywords, only to find out that I wasted all that time? However, in spite of targeting the wrong words, Seer grew the business. In this presentation, Will shows you the mistakes made and share with you the approaches that can help you build content that gets you thanked.
How to build an SEO-intent based framework for any business
Presented by Katie Cunningham at MozCon 2017
Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B or, better yet, healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. In this video, we'll cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.
How to Target Multiple Keywords with One Page - Next Level
In this edition of our educational Next Level series, you'll learn an easy workflow for researching and targeting multiple keywords on one page. Read on and level up!
Google Hummingbird
What is Google's "Hummingbird" algorithm update? What influence did this update have on how search results are built? Learn in this article.
Launching a New Website: Your SEO Checklist
Hovering your finger over the big red "launch" button for your new website? Hold off for just a second. From a keyword-to-URL content map to sweeping for crawl errors to setting up proper tracking, today's Whiteboard Friday covers 5 boxes you need to check off before finally setting your site live.
Are Words the New Links?
Presented by Mike Blumenthal at MozCon Local 2017
As we move towards a world of things & entities, Google has used started using non linked based signals for ranking. In several case studies we will look at factors that determine relevance and develop a model how Google might use them to determine rank.
What Is SEO?
What is SEO all about, and why do things like keywords, on-site optimization, and links matter when it comes to improving a site's search engine visibility and ranking? Learn the basics in this article.
You Can't Type a Concept: Why Keywords Still Matter
Presented by Dr. Pete Meyers at MozCon 2016
Google is getting better every day at understanding intent and natural language, and the path between typing a search and getting a result is getting more winding. How often are queries interpreted, and how do we do keyword research for search engines that are beginning to understand concepts?
Taking the Top Spot: How to Earn More Featured Snippets
Presented by Rob Bucci at MozCon 2016
Featured snippets (also known as “answer boxes”) are steadily appearing in the first organic SERP spot, providing big opportunities for SEOs able to snag them. Armed with the latest data and analysis, Rob Bucci will take you on a deep dive into the constantly evolving featured snippet and show you how to earn more for your site.
How to Build a Killer Content → Keyword Map for SEO
You've got content on your site that doesn't intentionally target any keyword. But how do you identify those opportunities and, most importantly, capitalize on them? In today's Whiteboard Friday, Rand illustrates the process of creating your own content-to-keyword map to discover where to optimize, what content to build, and how to intelligently target keywords when you're auditing a site.
Diving for Pearls: A Guide to Long Tail Keywords - Next Level
Finding the right long tail keyword can be like searching for buried treasure. Tap into search terms that are easier to rank for and that indicate stronger intent — Jo Cameron shows you how to curate your own long tail list (and have a grand old time while you're at it).
A Step-by-Step Process for Discovering and Prioritizing the Best Keywords
Rand outlines a straightforward and actionable 4-step process (including an array of tools to check out) for uncovering and prioritizing the best keywords for your SEO campaigns.
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Get certified with SEO Essentials.
Whether you're building a robust SEO team or leveling up your own marketing skills, this Moz Academy SEO Essentials Certification covers everything you need to quickly ramp up on fundamental SEO topics and develop a competitive SEO strategy.
How to Optimize for Competitors' Branded Keywords
It's probably crossed your mind before. Should you optimize for your competitors' branded keywords? How would you even go about it effectively? Well, in today's Whiteboard Friday, Rand explains some carefully strategic and smart ways to optimize for the keywords of a competitor, from determining their worthiness to properly targeting your funnel to using third-party hosted content for maximum amplification.
Can SEOs Stop Worrying About Keywords and Just Focus on Topics?
Should you ditch keyword targeting entirely? There's been a lot of discussion around the idea of focusing on broad topics and concepts to satisfy searcher intent, but it's a big step to take and could potentially hurt your rankings. In today's Whiteboard Friday, Rand discusses old-school keyword targeting and new-school concept targeting, outlining a plan of action you can follow to get the best of both worlds.
Semantic SEO for the People
Since Hummingbird was silently rolled out, semantic search has become the new black of SEO. In this webinar, you'll learn what semantic SEO is and how to implement it strategically and correctly with actionable practices.
The Illustrated SEO Competitive Analysis Workflow
An integral part of keyword research is an in-depth look at your competition. This post offers a concise flowchart to visualize and guide you through that process.
International Keyword Research
The first step to international SEO is optimizing your keywords to the non-English searcher. Learn how to choose the right keywords for most languages without the need to become fluent in another language.
Measuring ROI in the Age of 'Not Provided': 5 Tips for Search Marketers
In this webinar, we'll guide you through advanced Google Analytics techniques that you can use today to help justify your marketing efforts, measure your search traffic, and segment your data in new ways.
Keywords to Concepts: The Lazy Web Marketer's Guide to Smart Keyword Research
Concepts have become more important for search marketing than individual keywords. Many people in the SEO space mistakenly assume that because Google withholds keyword referral data in the form of (not provided), keywords no longer matter. Nothing could be further from the truth. The trick today is turning those keywords into concepts.
Local Competitive Intelligence
This Moz Academy video will help you learn how to get a leg up on the competition in local SEO and Google Maps.
When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do? - Whiteboard Tuesday
The rate at which Google is lumping keywords into "(not provided)" has skyrocketed in the last month, leading to a huge drop in referral data and speculation that 100% of keywords will soon be masked. In this special Whiteboard Tuesday, Rand covers what marketers can do to make up for this drastic change.
A Visual Guide to Keyword Targeting and On-Page SEO
As the "O" in SEO has broadened in scope, the most effective elements of on-page optimization have changed. While there is arguably no "perfectly optimized page," this update to a 2009 post provides a comprehensive guide to steer you in the right direction.
Super-Practical Tips for Improving Your Site's E-A-T
Presented by Dr. Marie Haynes at Mozcon 2019
Google has admitted that they measure the concept of "Expertise, Authoritativeness, and Trustworthiness" in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you'll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Marie will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.
Keywords Aren't Enough: How to Uncover Content Ideas Worth Chasing
Presented by Ross Simmonds at Mozcon 2019
Many marketers focus solely on keyword research when crafting their content, but it just isn't enough if you want to gain a competitive edge. Ross will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.
What is a SERP feature?
What are SERP features? How do they impact your search visibility, and how can you earn them? Learn in this article.
Introduction to SEO: Tactics and Strategy for Entrepreneurs
Rand Fishkin on Skillshare
Join founder and “Wizard of Moz” Rand Fishkin for a Skillshare class on optimizing your content and organically raising the web presence of your business and brand!
Helpful Tips for Doing Search in a Low-Volume Niche
Harmonizing your organic, paid, and CRO efforts is key to finding success when you do SEO in a low-search volume niche. Get inspired by these tips and strategies for maximizing what you have to work with.
3 Tactics for Hyperlocal Keywords
Reaching the perfect audience is priceless, but hyperlocal keyword research is frustrating. In this Whiteboard Friday, Rand shares how to find powerful, laser-focused keywords to bring you *exactly* the customers you're looking for.
How to Uncover Hidden Keyword-Level Data Using Google Sheets
Which keywords are driving your organic traffic? Keyword-level data doesn't have to be (not provided). Sarah Lively shares a smart solution using two free add-ons for Google Sheets.
The Keyword + Year Content/Rankings Hack
Earning site traffic from competitive keywords with decent search volume doesn't always have to be a struggle. In this Whiteboard Friday, Rand shares how to make ranking for competitive keywords easier on yourself using very fresh content.
What We Learned From Analyzing 1.4 Million Featured Snippets
From optimal snippet length, to practical application tips, to which queries prefer tables, lists, or paragraphs, learn everything you need to know to supercharge your snippet wins.
Google Keyword Planner's Dirty Secrets
Google Keyword Planner has some pretty scary skeletons in its closet! Learn about all the dirty secrets that should make you think twice about relying on Google's volume estimates.
Keyword Research and Targeting Without Exact Match
Google recently removed the ability to target exact match keywords in AdWords. In today's Whiteboard Friday, Rand tells us what that means to marketers performing keyword research, offering tips for the most effective approaches going forward.
Targeting Multiple Keywords on a Single Page
Learn the in's and out's of using one webpage to simultaneously target multiple keywords.
Hummingbird Unleashed
There are many misconceptions about Google's Hummingbird update. What exactly did the update do, and how is it different from Penguin and Panda? How is it related to the move toward 100% (not provided)? This post consolidates the information we have available to answer all of these questions and more.
Local Lessons from Small Town USA
Presented by Mike Ramsey at MozCon 2014
Whether your audience is in one region or thousands of major metros across the world, these small town lessons will guide you through the complex world of local search.
Strings to Things: Entities and SEO
Presented by Matthew Brown at MozCon 2013
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
International SEO and the Future of Your ROI
Presented by Aleyda Solis at MozCon 2013
Take a bold step into the international market. Aleyda will walk you through how to calculate the possible ROI of international sales, how to sell it to your boss or client, and the practical how-tos of international implementation on your site.
MozCon Video Bundle
Did you miss this year's MozCon? Now is your chance to experience what everyone has been talking about! We have over 19 hours of actionable inbound marketing knowledge.
Not Your Dad's Keyword Tool: Advanced Keyword Research Use Cases
This isn't your dad's keyword tool. Learn about novel ways to take advantage of powerful keyword tools like Moz Keyword Explorer to do far more than find related keywords.
How to Use Your Competition's "Top Pages" Data to Bolster Your SEO Efforts
By comparing top pages data from multiple sources against one another, you can get some really cool, powerful advanced SEO opportunities in your content and keyword targeting. Rand explains how in this Whiteboard Friday.
Hunting Down SERP Features to Understand Intent & Drive Traffic - Next Level
SERP features are your insight into what content Google thinks best serves the needs of searchers for any given keyword. Learn how to target and win them with this follow-along educational workflow.
Featured Snippets: From Start to Finish
You know why featured snippets are important, but how do you find the right questions, track, and win those featured snippets?
Tactical Keyword Research in a RankBrain World
RankBrain represents a more advanced way of measuring relevance, built on teaching machines to discover the relationships between words. How should RankBrain change our approach to SEO and specifically to keyword research?
What Is Semantic Search and What Should You Do About It?
Semantic search is the present and future, and it's important to have a good handle on what it is and how you can use it to your advantage. This post presents 5 strategies for getting started with semantic SEO.
Keyword Research in 2016: Going Beyond Guesswork
Traditional keyword research focuses on discovery, leaving you with a pile of keywords and a lot of guesswork to prioritize them. What if there were a better way? I explore four metrics you can use to evolve your keyword research.
How Much Keyword Repetition is Optimal
If you're targeting a certain keyword, knowing where and how often to use that keyword in the various elements of your page is essential. In today's Whiteboard Friday, Rand offers his recommendation.
Comparing new vs. old keyword difficulty scores
Why are keyword difficulty scores in Keyword Explorer different from those in Moz's old Keyword Difficulty tool? See what Rand and the community have to say in this Q&A post.
Parole, Parole, Parole: Practical, Modern Keyword and Topical Research
Presented by Gianluca Fiorelli at Mozcon 2015
Just using Keyword Planner and Google Suggest is a waste time. Gianluca will show you how keyword and topical research is more about culture, not guessing, and explore unusual sources and seldom used tool features to make your research more effective.
Getting Local Keyword Research and On-page Optimization Right
Presented by Mary Bowling at LocalUp 2015
Local keyword data is often difficult to find, analyze, and prioritize. Get tips, tools, and processes for zeroing in on the best terms to target when optimizing your website and directory listings, and learn how and why to structure your website around them.
How to do Keyword Research in 90 Minutes
Using a hypothetical client, Jeremy Gottlieb shows you just how much keyword research you can get done in 90 minutes (and walks you step-by-step through how to do it).
Illustrated Guide to Advanced On-Page Topic Targeting for SEO
The concepts of advanced on-page SEO are dizzying: LDA, co-occurrence, and entity salience. The question is "How can I easily incorporate these techniques into my content for higher rankings?" The truth is, you can create optimized pages that rank well without understanding complex algorithms.