How to find keywords for your website using seed keywords and competitors

Executive overview

Most keyword research tools only surface keywords containing your seed terms — leaving a large portion of valuable topics undiscovered. Two methods together cover both gaps: seed-based phrase matching with intent filters, and competitor top-pages analysis.

Start with broad seeds, apply volume filters and keyword modifiers to cut noise and signal intent, then mine organic competitors' top pages to find high-traffic topics your seeds would never surface.

The fastest way to build a keyword list is to combine modifier-filtered seed keywords with competitor top-pages research.

The five-point keyword checklist

• Search demand: minimum 300 monthly searches as a starting filter
• Traffic potential: check top-ranking pages via SERP data, not just search volume
• Business potential: score how easily you can recommend or monetise the topic
• Search intent match: confirm you can create the content format searchers expect
• Ranking difficulty: covered in the next lesson

Using seed keywords and modifiers to generate ideas

• Enter 2–4 broad seed terms (e.g. "golf balls", "golf clubs") into a keyword tool's Phrase Match report
• Apply a minimum volume filter (300/month) to reduce tens of thousands of results to a manageable list
• Add commercial modifiers (best, top, vs, review) to find affiliate-friendly topics
• Add informational modifiers (how, what, guide, tutorial) to find blog content opportunities
• Use broader seeds (e.g. "golf" not "golf clubs") when using modifiers to avoid too few results
• Check the SERP for shortlisted keywords to confirm traffic potential and intent match before committing

Finding keywords through competitor top pages

• Use a Traffic Share by Domains report to identify organic search competitors — sites ranking for your target keywords
• Click into a competitor's Top Pages to see which pages drive the most search traffic
• These pages often rank for keywords that don't contain your seed terms
• Skim for relevant topics, run them through the four checklist points, and add qualifying ones to your list
• Repeat across multiple competitors until satisfied
• New seeds often emerge from this research (e.g. "sand wedge", "fairway woods") — loop these back into phrase match