How to Find a Website’s Keywords (Organic & Paid

Contrary to some online advice, reading a website’s HTML code or using the “find” feature will not reveal the keywords for that website. You’ll require an SEO tool for that.

Learn how to locate any website’s organic (i.e., Google-ranking) and even purchased keywords by reading on (keywords used to bid on Google Ads).

How to find any website’s organic keywords (yours, your competitor’s, and everyone else’s)

As mentioned above, you need an SEO tool for the job. Here’s how to find any website’s keywords in seconds with Ahrefs’ Site Explorer. You can:

Enter any website’s URL. Adjust the mode to see keywords for the entire domain, a path, or the exact URL.

  1. Hit search.

Go to the Organic keywords report. And there you have it—all keywords the website ranks for in Google. 

Along with the keywords, Site Explorer will show important SEO metrics such as your current position in the SERPs (search engine results pages), search volume, Keyword Difficulty (KD), and even prior ranking results.

To reduce the amount of data, you can also play with filters. You might perform a keyword search or view the terms with low difficulty, for example.


Next, what should we do? Knowing how to choose the best keywords for your website is a fantastic idea because you’ll probably find a lot of them this way. On this subject, One of the problems with keywords is Keyword Difficulty? what will they discover here?

How you WILL NOT find a website’s keywords

Here are some reasons why you need a high-end SEO tool if you’re interested.

An old method for finding keywords was to view a page’s HTML code and look at these two parts of the code:

This is where SEOs used to put their keywords back in the day to tell Google what the page is about (and hopefully rank for those terms). Hardly anybody uses that now, so you won’t find much information there.

This determines the title of the page. This can be a hint as to what the page’s target keyword is as intended by the page’s creator. This means that a) the page may not rank for the keyword in the first 100 SERP results and b) you can see only one organic keyword (without any SEO data) one page at a time.

Another tactic is to utilise Google Keyword Planner. This response has been improved, but it is still incorrect.

GKP will show you a mix of keyword ideas based on a page’s URL, where you will find:

Some organic keywords that the page ranks for, but you won’t know which. And you will likely get overestimated search volumes for whole groups of keywords instead of just one (learn more in our study).

Topically relevant keywords that Google suggests you could run ads for. So not organic keywords a page actually ranks for. 

he majority of these words are absent from our article on keyword research. Also take note of how constant the search volume range is for each keyword reported by GKP.

Let’s talk about how to identify keywords for search ads as well.

How to find any website’s paid keywords 

Some SEO tools allow you to see paid keywords (aka Google Ads keywords or Google AdWords). Here’s how you can use Site Explorer for that. You can:

Enter any website’s URL. Again, simply adjust the mode to see keywords for the entire domain, a path, or the exact URL.

Hit search.

Go to the Paid keywords report. 

Apart from keywords, this report shows you additional data like:

The cost of the keyword (CPC).

Search volume.

The estimated traffic a page gets from a given keyword.

The landing page for the keyword.

The ad for the keyword. 

And more. 


How to find good keywords for SEO? 

There are a few methods for that: 

Look up your competitors’ keywords –You can then try to rank for the same keywords or use them to find similar keywords. 

Use keyword research tools –Keyword research tools uncover hundreds of keyword ideas, along with their SEO metrics, based on just one word or phrase. 

Study what topics resonate with your audience –This way, you can discover untapped keywords, topics that you didn’t know about, or topics that are just beginning to trend. 

Learn how to use each method in Keyword Research: The Beginner’s Guide by Ahrefs

What is keyword difficulty? 

The keyword difficulty SEO statistic estimates how difficult it would be to appear on Google’s first page for a particular phrase.

Ahrefs scores it from 0 to 100 based on the anticipated number of websites that link to the top 10 ranking pages (the hardest). If more websites link to the top 10 pages, you will need more backlinks in order to rank.

That forms the basis. If you want to determine your chances of ranking more accurately, extra factors, such as the authority of your website and your ability to match search intent, must be taken into account.

You may learn more about the topic in Keyword Difficulty: How to Estimate Your Chances to Rank.

How do I use keywords on my website? 

Each page should only contain one target term; this will act as the page’s subject. Nevertheless, you’ll be able to rank for many other relevant keywords (no need for keyword stuffing)

Then craft your content with these SEO good practices in mind: 

Be relevant by aligning your content with search intent (content type, format, and angle)

Be thorough by including common subtopics searchers expect to see

  • Include the keyword in the title 

Learn more about targeting keywords with content in On-Page SEO: The Beginner’s Guide.  

Keep learning 

Interested in learning more about SEO and keywords? Try our other guides:

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