How To Collect and Distribute Keywords On Your Website

A keyword list includes all keywords used for SEO optimization. The number of keywords in the list depends on the website topic; for large websites, it can consist of millions of search queries.

The primary purpose of collecting keywords for SEO is to create an optimization strategy that will help increase the website's visibility in organic search results.

How do you collect a keyword list? SEOs use a variety of tools, the most popular being Keyword Planner, Google Ads, Keyword Research by Serpstat, and others.

A website's keyword list typically consists of low-, medium- and high-volume queries. Search volume is determined by the average number of monthly impressions in search engines.

For popular topics like clothes or toys, high-volume queries mean tens of thousands of impressions a month. In some cases, super-popular keywords may be requested millions of times a month.

If the website is about an uncommon, niche topic, with a small target audience, high search volume would be considered keywords that the search engine shows 300-500 times a month:

The Keyword Planner allows you to select queries based on a given topic and specified keywords. First, click Start now:

Next, click Tools & Settings and choose the Keyword Planner:

Next, select Discover new keywords:

Let's say, we need to collect keywords for an online store, which has three categories of goods: motorcycles, scooters, and sports bikes.

Let's enter the listed keywords and click "Get results":

The planner offered more than three thousand queries on the topic of interest:

You can use the results to create a keyword list for a website and launch an advertising campaign. The report displays keywords, average monthly searches, competition, and the cost-per-click for Ads.

You can apply filters, for example, by the level of competition. You can also view groups of keywords with a common topic:

Grouping keywords will allow you to distribute a keywords into sections and pages of the website:

For further work, download the keyword options in a .csv format:

This report can be found in the Keyword Research → SEO Research → Related keywords. Type in the keyword of interest, click Search and get statistics on all similar keywords from the TOP-20 of search results:

After receiving new keyword options, you should add them to the same file, sort them in alphabetical order and remove duplicates. You can then proceed with grouping (clustering) the queries.

All previously collected keywords must be correctly grouped for successful optimization.

Keyword research helps determine the website structure correctly: high-volume and medium-volume queries should get included in the names of website categories and subcategories, and low-volume queries should be used on website pages.


When collecting a keyword list and distributing keywords throughout the website, you should follow these guidelines:

You can simplify and automate the process of grouping keywords with the Serpstat Keyword Clustering tool. Click Create project, enter the name, select a region and a search engine:

Next, specify the connection strength and the type of clustering.

Strong connection strength requires more common URLs in the top 30 search results for a keyword, while Weak requires less.

If you select the Soft parameter, keywords are combined into a cluster, if at least one pair of the clustered keywords has the same URL in the SERP. With Hard-clustering, all keywords in the same cluster should have common URLs in the results.

Then, add the keywords manually or by importing a file.

Each cluster has a Homogeneity indicator, i.e. the degree of semantic coherence of keywords. In the report, you can also view the leading websites for cluster queries ("Metatop" tab). The received clusters can be exported into a convenient format.