How do you find semantic keywords for new and existing content?

To find semantic keywords for new content, start with the topic and search intent, and look at related concepts in the search results for your target keyword. For existing content, compare it with competing pages to identify unanswered questions and missing related terms. Tools can provide a list of candidates, but not every suggestion needs to be included. The priority is to fill gaps in the information readers need, rather than stuff terms into an article. When updating older articles, also take care to retain keywords the content already ranks for.

Identify conceptual connections, not just synonyms

Semantic keywords are terms related to a topic through meaning or context; they are not necessarily interchangeable with the main keyword. A 2024 article on Neil Patel’s website uses “coffee brewing” as an example, listing related concepts such as grinders, water temperature, roast level, and coffee beans. These terms can help an article explain different aspects of the topic.

When selecting terms, return to the question the article aims to answer: if it covers brewing methods, water temperature may deserve further explanation. But a tool’s suggestion alone is not a reason to add a paragraph unrelated to readers’ needs. Related terms should appear naturally within the explanation, rather than be piled into a standalone list.

At Procrustes, we also build articles around the questions that genuinely matter to clients, with ongoing content planning, writing, and updates.

New content: use search results to identify subtopics worth addressing

First, choose your target keyword, then examine the related information covered by top-ranking pages. In a 2024 Semrush article, suggested terms for Cinque Terre travel content include “train station” because competing pages cover transportation. This is a topic to consider, not something every article must include.

• Expand your list of candidate terms: A 2024 article on Neil Patel’s website recommends its own Ubersuggest tool for exploring related topics through keyword ideas and content ideas. This is the author’s recommendation, not a required tool.
• Organize them into subtopics: Consider users’ needs when deciding which candidate terms deserve a paragraph of explanation and which fall outside the article’s scope.
• Use tools for support: A 2021 Semrush article introduces SEO Content Template, which can analyze the top ten search results for target keywords and provide semantically related terms. This describes the tool at the time of publication; its current interface and workflow may differ.

Existing content: compare competing pages before deciding what to add

The same 2021 Semrush article also introduces On Page SEO Checker. Once you enter the page to analyze and its target keywords, the tool compares the page with search results. You can then review its semantic suggestions for terms competitors use that your content does not cover. This can be a starting point for reviewing older articles, but the absence of a particular term does not necessarily mean the content is incomplete. You still need to check whether that term is relevant to the question the page aims to answer.

For example, the article on Neil Patel’s website suggests checking whether a sandwich recipe would benefit from adding “lunch ideas,” “healthy snacks,” or “vegetarian sandwich recipes.” Updates should align with current search intent and add genuinely relevant content. Avoid removing keywords the content already ranks for, and do not stuff the article with keyword variations. These revisions may make the content more relevant and easier to discover, but they do not guarantee higher rankings.