How can agencies use keyword research tools?

Agencies can use keyword research tools for four tasks: discovering search topics for clients, identifying content gaps through competitor comparisons, organizing user questions, and turning candidate keywords into content plans. The goal is not to deliver the longest possible keyword list, but to filter keywords according to the client’s business and search intent, then decide which pages are worth adding or improving. Tools can streamline research, but search volume and difficulty data should inform decisions, not be treated as ranking guarantees.

Organize keywords by client and topic to support content planning

Semrush’s 2023 overview of tools for agencies noted that Keyword Magic Tool can generate related search terms from a word or phrase, group them by topic, and organize lists by project or website. Agencies can use these features to keep each client’s research separate, rather than mixing candidate keywords from different businesses.

• Start with core terms for the client’s products or services, then explore related topics and question-based keywords.
• Consider search volume, keyword difficulty, and search result features together to identify topics worth further research.
• Check whether the content the client can provide matches search intent, rather than simply choosing the terms with the highest search volume.

Compare keyword rankings to decide whether to add or improve content

Competitor research involves more than copying competitors’ keywords. Semrush’s 2023 overview used Keyword Gap to illustrate two types of gaps: “Missing” refers to terms for which competitors rank but the client’s site does not; “Weak” refers to terms for which both rank, but the client’s site ranks lower.

The former can suggest topics for new content, while the latter can help identify opportunities to improve existing content. These gaps offer directions for research, not a reason to invest in every keyword. Agencies still need to check whether the terms fit the client’s products, services, and users’ needs.

Use questions and search context to develop content topics

Long-tail keyword research can draw on existing search terms in Search Console, autocomplete, related searches, and questions from People Also Ask. These sources can reveal specific needs that are difficult to identify from search volume alone.

For example, “how to clean a coffee maker with baking soda” is better suited to a how-to guide than “coffee maker.” Agencies can use this approach to plan new articles or expand existing pages, provided the content can genuinely answer the question.

At Procrustes, our content services also involve ongoing planning, writing, and updating of articles around the questions clients genuinely care about.

According to a 2023 tool overview, AlsoAsked visually maps relationships between questions. These maps can help agencies infer users’ search journeys, organize content, and find inspiration for paid search ad copy. They offer planning clues, not proof that users will necessarily search in that sequence.

Test tools on real client tasks rather than just comparing feature counts

When choosing tools, try the same keyword research task in two or three tools. Assess how easy it is to filter results, how useful the search intent and competitor information is, and how quickly each tool helps the team decide what to do next. Data freshness and integration capabilities should also be part of the evaluation.

When presenting findings to clients, explain the data’s limitations. A 2020 tool review cautioned that SEO tool data is not completely accurate. Research findings should therefore support topic selection and optimization decisions, rather than be presented as guaranteed traffic or ranking outcomes.