How Do You Choose Focus Keywords and Related Keywords?

To choose a focus keyword, first identify a main search term that accurately describes the page’s content and that you want the page to rank for, then assess it based on search intent, search volume, trends, and ranking difficulty. For related keywords, choose variations or subtopics that support the main topic, and work them naturally into the relevant paragraphs and subheadings. The goal is not to include every popular term, but to ensure that both focus and related keywords match what the page actually offers.

Decide What the Page Should Answer Before Choosing a Focus Keyword

Semrush’s keyword research guide recommends listing broad terms related to your topic or business before creating content, to understand what your target audience searches for. This list is a starting point for research, not an indication that every term is a suitable target for the same page.

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Semrush’s 2023 guide further states that a focus keyword should accurately describe the page’s content. For example, if an article teaches beginners how to choose a mountain bike, “how to choose a mountain bike for beginners” is a closer match than “bicycles.” The latter is broad and may not convey the problem the article aims to solve.

Focus keywords are not necessarily short-tail keywords, and related keywords are not necessarily long-tail keywords. Focus and related keywords differ in their priority as targets for a page; long-tail keywords, meanwhile, are generally more specific. A long-tail keyword can serve as the focus keyword if it matches the content.

Assess Search Volume Alongside Intent, Trends, and Difficulty

High search volume indicates a larger potential audience, but popular terms may also be harder to rank for. Do not choose keywords solely by search volume, from highest to lowest. Following the approach in the guides above, check:

• Search intent: Is the query aimed at finding information, comparing products, or making a transaction? Does the page’s content match that intent?
• Search volume and trends: Look beyond average monthly searches to see how demand is changing. Terms with low and steadily declining search volume may not deserve priority.
• Ranking difficulty and search results: Review competitors, related questions, and search result features such as featured snippets before deciding whether a keyword is worth targeting.

Short-tail keywords are generally broad and more competitive, which can make them particularly difficult for new websites to rank for. Long-tail keywords are generally more specific and less competitive. These are general tendencies, however—not a guarantee that choosing a long-tail keyword will secure a ranking.

Use Related Keywords to Enrich the Content, Not Introduce Unrelated Topics

Related keywords are lower-priority targets alongside the focus keyword, often variations of it or subtopics. When choosing them, ask: Does the existing content answer the question behind this term? If not, would it be worth adding a paragraph to address it?

In a hypothetical article about choosing a mountain bike, “choosing an entry-level mountain bike” could serve as a wording variation. “How to choose a mountain bike size” would be a suitable supporting subtopic only if the article actually explains sizing. You should not target a question the article leaves unanswered simply because both terms relate to mountain bikes.

When using these terms together, work variations naturally into the body text and cover subtopics in the relevant subheadings and paragraphs. Semrush’s guide also recommends incorporating related terms appropriately into the content. Rather than simply listing keywords, use related terms to build on the topic defined by the focus keyword.