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How to find the right keyword to target using search traffic data
Executive overview
Most people target keywords based on search volume alone. The better approach is to look at how much traffic the top-ranking pages actually receive — across all keywords they rank for.
A page ranking for a low-volume query may attract thousands of visits through hundreds of related terms. The top keyword — the one driving the most traffic to that page — is the one worth targeting.
The 4-step keyword research process
- Brainstorm search queries from your audience's perspective — word them naturally, exactly as a user would.
- Look up the search results for each query in Ahrefs Keywords Explorer; check total traffic to the top-ranking page.
- Find the top keyword column — this shows the single query bringing the most traffic to that page.
- Note the top keyword and its search volume, plus the URLs of the top-ranking pages for that topic.
Why your original query is usually wrong
- Search queries you brainstorm often have near-zero volume on their own.
- Top-ranking pages typically rank for hundreds of variants simultaneously.
- The top keyword reveals the most popular phrasing — target that instead.
- Titling an article after a low-volume variant wastes ranking potential even if the content is strong.
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