SEO Guides
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How to Create an…
SEO Tester Online
11 December 2020

How to Create an SEO Keyword List

By reading this guide, you’ll understand how to build Keyword Lists to: 

  • Set up an effective SEO strategy;
  • Create an Editorial Plan for your site;
  • Write complete and detailed articles, product cards, and landing pages. 

By following our tips, you will attract more quality traffic to your website.

What is a keyword list, and why is it useful?

Before you understand what keyword lists are and why you need to use them in your SEO, it’s critical to understand what Keyword Research is.

Keyword Research is the search and analysis of the queries that users enter on search engines. (e.g., Google, Bing, Yahoo, Amazon). 

A good search of key terms allows you to understand the real needs of your audience and then produce useful content.

If you want to learn more about this topic, we recommend that you read our Keyword Research Getting Started Guide.

In a keyword list, the search queries are bound to each other by a common search topic or intent.

Creating one will help you design content that answers the questions your potential users ask.

After the Google Bert algorithm in 2019, the use and repetition of “individual” keywords have become obsolete, while long-tail keywords become more crucial.

In recent times, people started using voice searches more. These are the searches uttered by mouth using voice assistants such as Siri, Google Home, and Alexa. 

As a result, keywords are becoming more discursive and reflect our natural language. 

That’s why it’s essential to focus on related keyword groups more than just the main keyword.

How to Create a Keyword List?

To set up an effective SEO strategy, and create keyword lists to optimize your Content Strategy, start by defining the fundamentals of your business.

Ask yourself:

  1. Who is my ideal customer?

Start by identifying your buyer persona. Shopify, in its guide “How to create a buyer persona,” defines it as a fictional character who embodies your potential customers, their needs, and their ideals.

  1. What problems do you solve, or what needs you to address with your products or services?

Be sure you address specific needs and problems related to a niche. You can, for example, create particular websites for them. Narrow down your target can help you avoid the competition of generalist web giants.

Remember: if you speak to everyone, you’re talking to no one.

  1. Who are your competitors?

Discover your competitors using tools like Similar Web. You’ll need to create useful keyword lists.

  1. What makes you different and unique from your competitors?

Always ask yourself why your potential customers should choose you over one of your competitors. 

Now, after answering these four crucial questions, you can start!

Create a Keyword List to structure a site

If you’re creating a site from scratch, and you don’t know what keywords you should rank your blog or e-commerce for, study your competitors. 

Create a generic Keywords List. It must contain the terms that reflect your business and the needs of your potential users.

How to do it?

Use the Keyword Explorer tool. Search by domain. Start by writing the URL of your competitor’s site.

Keyword Explorer Tool

Let’s say you want to build a site where you sell “musical instruments.” One of the biggest competitors will be

 Choose your country and click on the lens to analyze 🔍

How to create a Keyword List

Analyze the SERP (left screen) to find out all the keywords your competitor ranks for.

If you just started, your website will have low domain authority. So, it could be a good move to focus on long-tail keywords with medium-low KD, less than 50 out of 100. Also, look for medium-low search volumes (up to about 300 monthly searches).

Set filters correctly.

Keyword List Manager filters

We also recommend that you click “Related Searches” to create a list as comprehensive as possible.

Did you know that you can create your list in one click? 

To do this, simply select the plus button next to each keyword, and create a new list. Then, add the keywords that most reflect your business.

Keyword Explorer SEO Tester Online

We’ve added this feature to: 

  • Speed up saving and managing lists;
  • Help you focus on your analysis.

We recommend that you repeat this for your main competitors so that you have a clear overview of which keywords are most used in your field and for which you should fight in SERP.

This list will help you set the sections and editorial plan of your site.

Create Keyword Lists for content

Create different lists for different needs.

If your site or customer’s site is a blog section, we recommend that you create a keyword list for each category/tag and for each article.

For example, you need to write about diabetes, do a search, and create a list to insert that main keyword, secondary keywords, and semantically related keywords.

To make such a list, you have two options.

Use the Keyword Explorer Tool or

Use the Keyword List Manager

Keyword List Manager is SEO Tester Online’s new tool to collect, manage, and share your favorite keywords.

Keyword List Manager

There, you can see all the lists you have created with their respective metrics:

Total Search Volume and Average Keyword Difficulty.

We created it to give you an excellent alternative to the usual Excel Sheet and optimize your SEO Workflow within our suite.

In these more specific lists, pay close attention to the search intent you want to intercept. This will help you later in writing relevant content with user queries.

Let’s say you have a startup-focused blog, and you want to write about crowdfunding.

If you already know the terms you want to position yourself for, simply click on “Create List.”

Create Keyword List

Keyword List Manager SEO Tester Online

Click to continue and select the country. If you have a multilingual site, we recommend that you enter more than one country to build a keyword list that will come in handy for many purposes.

How to create an effective Keyword List

Keyword Manager

Don’t forget that you can export your keys to .csv and that you can share your keyword lists to your customers or collaborators (even if they don’t have an SEO Tester Online subscription) by clicking “Share List.”

Want to use our new Keyword Research tools?

Access the 7-day Free Trial and improve your content optimization for search engines! 

We’re waiting for you on board! 🚀

Guide to SERP Analysis with the SERP Checker 360°

With this guide, you’ll learn how to use SEO Tester Online’s SERP Checker 360° to make a SERP Analysis, better study your competitors, and improve your SEO ranking. In this way, you can attract more traffic to your website.

What is the SERP?

The Search Engine Results Page (SERP) is the page that appears on search engines such as Google, Bing, Yahoo, Amazon when you search for a keyword.

To learn more about it, its elements, and the different types of results, you can have a look at our dedicated blog post.

SERP Analysis: Why is it important to do it?

Analyzing SERP is an activity that, when combined with an effective Keyword Research activity, allows you to learn more about your competitors and your market.

Keyword Research is excellent for getting ideas about the content that best positions you for a keyword and to understand what is interesting for the users. 

It helps you write articles or create product cards because you’ll better understand what people are looking for on search engines and what they find on SERP.

You can study the strengths and weaknesses of the ranked pages and their snippets, and what is the level of the competition for the keyword you are analyzing.

SERP Analysis: Metrics and Basic Concepts 

Now that you know why you should do a SERP analysis let’s see what metrics and concepts you’ll need to study your competitors. 

Sign in to SEO Tester Online and go to SERP Checker 360°. Then, enter the query you want to position yourself. 

You can also select the aspect you want to analyze. If you’re undecided just click enter, you’ll be able to switch from one aspect to another with a click.

The aspects you can analyze are:

  • Backlinks
  • Copywriting
  • Social

Let’s dive into every aspect and find out why it is critical in SEO analysis.


Link building increases the quantity and quality of incoming links to a website. It’s critical to understand how your competitors do it for the keywords with which you want to position.

In your SERP analysis, you need to focus on backlinks. These are the links from other websites that point to a specific domain.

The more quality backlinks you have, the greater is the chance for your site to be seen as authoritative by Google and to position itself among the top results of the SERP.

That’s why, when you search, among the most ranked results, you find Amazon or Wikipedia, two of the sites with the most significant inbound link flow.

SERP Analysis

Page Authority e Domain Authority

The Page Authority (PA) is a score that influences the ranking of a given page. It has a value between 1 and 100.

Instead, the Domain Authority (DA) is a score that predicts the extent to which a domain will rank on the search results pages, with values between 1 and 100.

The DA and PA help you identify the value of a site in terms of “quality” and the value of incoming links. Usually, higher volumes of DA and PA make a site more authoritative for Google, and this influences the ranking within the SERP.

It’s essential to monitor your competitors’ Domain Authority and Page Authority to you improve your site’s DA and PA. 

Estimated monthly visits

It is the estimated traffic that a web page receives from Google for a keyword, calculated on search volume and average CTR.

This metric is especially useful in the second phase of SERP Analysis.


Social SEO Analysis

These are the number of shares, comments, and reactions on Facebook for a given URL.

Although they do not affect the ranking, they provide the search engine with indirect signals (the so-called “social signals”), which indicate that users appreciate the content of that page. If you think about it, engagement and traffic for that URL on social networks are a popularity index, let alone a traffic source.

If you want to learn more about it, go to our article on SEO and social networks!


SERP Checker 360°

Content is the single most crucial aspect of SEO. We dedicated an entire section of our blog to it!

When we talk about content, we talk about images and, most important, copywriting. You need to write well-designed content (we wrote a manual about it!) and to apply SEO Copywriting strategies by keeping an eye on the several elements that make up SEO-oriented content (you can learn more about them on our guide to SEO Editor.

On the left of the SERP Checker 360°, you can find on the left the best ranking results. On the right, you’ll find the same data you could find on Copy Metrics. To learn how to read it, go to the guide to Copy Metrics.

How to Conduct an Effective SERP Analysis


To get as much SERP information as you can, you need to follow three steps:

  • Ask yourself the right questions;
  • Do keyword research;
  • Analyze your competitors.

If you want to make the most of this guide, we recommend that you use our SERP 360.

Ask yourself the right questions

Before you start analyzing SERP and immerse yourself in a world of metrics and numbers, stop for a moment.

Now, ask yourself four simple questions to get a more precise framework about the current state of your business.

  • What is your market niche?
  • Who are your competitors?
  • How does your business differ from those of your competitors?
  • For what content are your potential users searching?

To understand the market niche means to study your competitors and understand what makes you different from them. It can help you create the initial brief.

This document will not only help you analyze SERP but will also allow you to write content that meets the needs of your potential users.

Don’t worry if you can’t answer all these questions. SERP Analysis will also help you to be more aware of who your competitors are and what your business can offer to your market niche.

Do a Keyword Research

Start your search by entering a keyword that describes your business or identifies one of the topics you would like to cover on your site with the Keyword Explorer Tool. If you don’t know how to use it, jump on the dedicated guide.

Analyze your competitors

The time has come for you to analyze the SERP to understand your competitors better and, therefore, for which keywords they rank and how they set their snippets.

Let’s start with the steps that will help you to understand better how to act.

Example 1 – Web Agency

Let’s pretend, for example, that you run a web agency that targets early-stage startups. One of the topics you can cover is lean management.

SERP Checker SEO Tester Online

From this screen, you can get a lot of information.

First of all, you can notice that the KD is medium-high: 65 is a value with which it is not very easy to position, but not impossible.

From the top section, you can see the presence of “Special Results,” such as “people also ask, featured snippets, and a knowledge graph.

The latter is a card linked to a specific query. It means that the intent for that search will be informational.

We’ve already talked about the different types of inputs in the keyword search guide (link). What you need to know is that users who use the “lean management” query look for general information about it and rarely have buying intentions.

That’s why, if you created content on the topic, you should aim at informing your user instead of selling them a product.

By analyzing SERP even better, you can see that the DA, except for Wikipedia and Kanbanize, and, is medium-low.

It means that the difficulty in positioning yourself for this keyword will be less than, for example, the keyword “startup.” The latter ranks among the top 10 results with high DA and PA values.

Analyze SERP

Going back to Wikipedia, you can see that the value of the DA and PA are related to the number of incoming links.

What information can you draw from this data?

The higher the quality of links is, the more a visitor from Google will see your website as authoritative. It means you need to apply a Link Building strategy and write complete and useful content.

Switching to copywriting, you will have an overview of how the best-positioned content looks like. By looking at the left of the screen, you’ll be able to see the language, the number of translations, and the word count of each ranked content.

Can you do better? Maybe with longer, more translated articles?

Analyze your competitor

On the right, you have an in-depth analysis of each article. It is the same analysis you’ll find using the Copy Metrics. So, if you want to know more, go check its guide.

SEO Copywriting

Finally, we switch to social. All our competitors have medium-to-low popularity on Facebook. Maybe we cannot match Wikipedia, but with a well-designed social media strategy, we can outperform the remaining competition.

Backlink analysis

Example 2 – Ecommerce

Let’s pretend now you have e-commerce that sells drills. If you search for the “drill” query on Keyword Explorer and filter results with a keyword difficulty of 65, you can find a valuable opportunity in the keyword “radial drill.”

Search Engine Result Page of Google

In this SERP, you can observe the presence of ads, images, and videos. 

It means that this is a transactional keyword and people searching it are ready to buy, so good news for your e-commerce. It also means that, if you want to position yourself for that keyword, it might also make sense to focus on optimizing videos and images in your e-commerce. Also, you should consider using a PPC strategy as well. 

Example 3 – Physical Store

Whether you have a physical store, a restaurant, a clothing store, or a shop that sells dog food, this is an example for you.

Let’s say, for example, that you are a hairdresser. Therefore, you want to position yourself for the queryhairdressers Milan.”

SERP Analyzer

Once you have the keyword, you can also observe that “Local Pack” category appears among “special” results.

It means that to be among the first results on Google’s first page, you should optimize your store’s Local SEO.

We also recommend taking hints from your competitors’ snippets and rich snippets within the SERP, trying to figure out which elements you need to add to optimize your results.

Finally, click on the three dots to the left of the single result within the SERP and choose between “Find the keywords” and “Analyze the page.”

There, you can learn even more about your competitors. In this way, you’ll be able to figure out for which keywords they rank and what their site’s SEO score is.

And don’t forget to export all your work to CSV!


SEO Writing – 7 Steps to write Google optimized content

Most of the time, you need to do more than writing a useful text in SEO writing

Creating content that will show up on the SERP’s first page is not an easy task. 

In fact, SEO writing basics are about more than that. Sometimes, you have to face a competition that ranks with great content. In this case, you have to resort to more subtle strategies. 

Do you remember about the Skyscraper Technique? It’s a set of strategies that aim to take the best-ranking article on the internet for a given topic. Then, you have to improve its content and outrank it. 

You can combine the Skyscraper technique with an SEO writing strategy to create not only a better article but one more SEO oriented, too.  

Find the best-ranking content with SERP Checker 360°  

The first thing to do is to use SEO Tester Online’s SERP Checker. With it, you can dive deep into your competitor’s SEO writing secrets (and much more!) and break down its content into every SEO fundamental aspect. 

To start the analysis, you only need the target page’s URL. In this case, we want to create the best blog post about how to make pizza because our keyword research told us it is an excellent keyword to rank with. 

Then, we select the Copywriting tab and look upon the best-ranking article for our query.

SEO Writing

In our case, the blog post at “ ranks “ best in all departments: backlinks, copywriting, and social. This is our target.

Check the keywords and the whole copy with Copy Metrics

The next thing to do is to analyze the copy with Copy Metrics. Go to the tool page and enter your target article’s URL. Then, hit the buttons on.

Copy Metrics
Here’s what you’ll see. On the left, you’ll have the complete copy with a heatmap of the keywords.

SEO Copy Metrics

The tool will highlight the most relevant keywords and topics, going from red (most relevant) to green (least relevant). You can use them as keywords in your article, too!

These keywords are then sorted by relevance on the right, under the most relevant keywords. Here, you can also see where they are used (in the URL, headings, SEO title). 

Below, you can see Keyword Ideas

This list can give us crucial help in our task. In fact, there are the most relevant keywords in our topic, even those that our competitor didn’t use! You can add them to a keyword list or analyze them with Keyword Explorer.

Write a good SEO title

After your keyword analysis, there’s the first thing to do in SEO writing: write a relevant SEO Title. Remember to keep it under 70 characters and that it must include your primary keyword.

Create a structure with headings

Create a structure

Headings are useful for both your readers and you, the SEO writer. 

They usually include your main keyword (the H1) and the secondary topics (from H2 to H4). 

Heading titles allow you to give the right relevance to all your topics, but they help you create a structure of your article before writing. 

Here’s an SEO writing advice. After you’ve done your keyword research, write them down in heading titles before writing your article. They may not be your ultimate titles, but they still can give you an idea of the structure you want to give to your SEO oriented blog post. 

After that, magic will happen. It will be like your article is to start writing itself. You will be faster and better in your SEO writing.

Of course, it will also be useful for your readers, who will find the information they’re looking for faster and easier.

Go to SEO Metrics. Down on the right, you’ll find the list of heading titles your competitor is using. Have a look to get good ideas about how to outrank it.

Content Optimization

Anatomy of a good heading title

H1 is usually an extended version of your SEO Title, and it should include your primary keyword, too. The other heading titles should introduce a specific sub-topic, so each one must have a secondary keyword. 

For more insights, go to our blog post about heading tags.

Create useful content 

Your first concern when doing SEO writing is to provide your readers with useful content. It means you must give them pieces of information that are original, well-written, and interesting. 

How long should your article be?

There’s not a fixed rule but try to keep yourself over 400 words. A lot over, if you can. 

To be useful, it must contain a lot of information and keep your audience no less than a couple of minutes navigating your website. Otherwise, Google will consider your content as spam or not useful and hit your ranking. 

For example, our target article is 1,885 words long, for 6:51 minutes of reading time. A decent length.

Keep it simple

On the screenshot above, you’ll also be able to see the reading ease. It is another metric that Google holds into high consideration. Useful content is also one that doesn’t force the reader to re-read a phrase over and over again.

How to avoid that?

Write short sentences, add a full stop as soon as you can, keep your sentences simple trying to stick with a main clauses-only policy as often as you can. In this case, our competitor did a great job and we have to do one as well.

Highlight the critical concept

To facilitate reading, highlight your key-concepts using bold and italics. Most of all, highlight your primary and secondary keywords.

The importance of links

Links keep the reader navigating. This is a thing that Google wants. Add useful and relevant links to pages outside your website (external links) and inside it (internal links).

Write as a SEO

You’ll also find a list of external and internal links in your target article on copy metrics. Try to do better on yours, adding more links!

Use images with tags!

Images are a great complement to your article. They give your audience a break during reading and add more information. Unfortunately, Google cannot see what your images are about. This is because, among other image-related recommendations, we advise to add you an alt tag.

This is a text within the image. It is a fundamental part of SEO writing that tells the crawler what the image is depicting. 

Image optimization

As we can see on copy metrics, our competitor didn’t add alt tags to its images. This is a thing we can leverage to make a better blog post.

Recheck Copy Metrics!

Now that you wrote your blog post, maybe with our SEO Editor, that gave you a lot of feedback while writing, check your article with Copy Metrics. Are you using more relevant topics as keywords than your competitor? Is reading time and ease acceptable? Do all your images have an alt tag? 

Climb the SERP!

If the answer to all the questions above is ‘yes,’ you have good chances to outrank your competitor. Now, do that over and over again and conquer more and more SERPs!

How to optimize your website for Google

In a previous guide, we wrote about what to do when you need to check the SEO of a page to optimize it or spying your competitors. 

In this article, you will instead discover how to optimize your website for SEO, why you need it to, and what factors you should focus on to make your pages ranking high within the SERP.

What do you need to do in SEO website optimization?

When you work as an SEO consultant, the most frequent thing you hear from your client is, «I get too few visits, and I don’t know why.» The first step is to have a look at Google’s search console and Google Analytics. Nine times out of ten, the problem is that they don’t get enough traffic from organic search or, even worse, they’re getting it from the wrong sources.

It means that something doesn’t work SEO-wise. But what? SEO is a vast subject, and it comprises various aspects: content-related and technical. It could take hundreds of hours to check everything, and a bunch more to create a comprehensive yet understandable report for your client. 

OK, there’s a lot of information to process, but take a breath. Instead of giving yourself to overwhelming despair, you can use the SEO Spider to have a full overview of the grade of SEO optimization of your website.

Use the SEO Spider for SEO website optimization

So, let’s suppose the New York Times asked you to improve its website SEO (lucky you!). You have checked the Search Console and Google Analytics, and you confirmed there are too few visits coming from organic search.

Now, it’s time to use the SEO Spider to see what the problem is. Sign in SEO Tester Online, go to the SEO Spider’s page, and click on the “Make a new crawl” button.

SEO Spider

Then, enter the URL of the website you want to scan and click on the “new scan” button.

SEO Crawler

At his point, the SEO Spider will do what Google’s crawler does every time it finds a new website: it will explore every indexable page and scan every element in it.

It will take a while, so why don’t you have a look at our blog in the meantime? 

You can also click on the preview to access the analysis, even if it is not complete.  

Once finished, the tool will show your crawl among the active projects. To access the complete analysis, just click on Open.

New SEO Project

How to understand the SEO Spider’s data to optimize your website SEO


The first thing you’ll see is the overview. Like in the SEO checker, you’ll see a graph with each category’s score you need to analyze. These are Base, Content, Structure, Duplicated, Social. On the right, you’ll see the preview on both desktop and mobile devices.

Check SEO

As you can see, it is doing not wrong, but there’s always room for improvement. Let’s see each area in detail. 



In this section, you will find all the basics of both content and technical SEO. Here, you can check the Google Snippets of your pages, with SEO Titles and meta descriptions, the canonical URLs, and the correct localization implementation.

Here you can see, for example, in which pages you have an unoptimized snippet. In this case, 41% of pages haven’t an optimized Google Snippet. Clicking on “view all the issues” (or on preview > snippets on the side menu), you’ll see which snippets are not optimized and how they look. 

Here, you can also see which titles and meta descriptions need your attention. In our dedicated article, we mentioned, among other things, the importance of creating an SEO Title of the right length. If it is longer than 70 characters; Google will cut it out in the snippet, preventing the user from reading all its content. It means that she won’t be able to get all the information it contains. 

The same goes for a meta description larger than 160 characters or not optimized at all. In this last case, Google will use an extract of your text as a meta description that is likely to be truncated as well.

SEO Spider Data

The same goes for the other entries. By clicking on “view issues” under missing hreflang or x-defaults, you’ll see the pages that lack the hreflang tag (indicating which pages are the translation of a given content) x-default attribute. You can also access this information from the side menu, under structure>languages.


In this section, you’ll find technical SEO aspects such as the compression, the presence of sitemap and robots.txt files, and the HTTPS certificate; if the images are optimized (have you read our dedicated article yet?); if it gets 404 errors (here’s our guide to the HTTP statuses).

Advanced SEO Audit

Again, if you click on “view issues” under each entry, you’ll land on a dedicated page. For example, under “image optimization” or “ALT attributes oversized”, you can visit the same page you’ll get to if you click on content>images on the left menu. Here you’ll have an overview of all images on the website.

Finally, there’s Text/code ratio. If there are too few text contents, Google won’t look at your website favorably. Here you can see which pages need a bit more content.


Speaking of which, we got an entire section dedicated to content. You can see which pages need a bit more content and what headings are missing or too big. Speaking of headings, have you taken a look at our guide to heading tags already

In any case, if you click on view issues… well, you must know that by now.

If you want to know more about content creation and SEO, we advise you to explore our dedicated blog section


Duplicates are one of the most penalizing factors for search engines. They can interpret a duplicate page or heading as an attempt to produce unoriginal – and thus not useful – content. So, you must pay extra attention. How? But with SEO Spider, of course!

Here you can know at a glance how many pages, SEO titles, meta descriptions, and headings are duplicated within your website. And, again, if you click on “view issues” you can see which ones. 


Social plays a significant role in SEO. While they’re not a ranking factor, they’re still a social signal, as we pointed out in our section

In this section, you’ll be able to see which pages require optimized Opengraphs and Twitter Cards (they’re the “snippets” of your website that appear on Facebook and Twitter, respectively).

Once again, you can view which previews need improvement by clicking on “view issues”.


Now that you’ve checked everything, it is time to send your report to the NYT management. We know what you’re thinking: it’s going to take you ages. Not at all, friend!

In fact, it will require you a few seconds. Just click on the +Report button on the top right-hand corner to create a standard or white-label report. We recommend choosing the latter, as it will add a more personal (and professional) touch. 

Creata a Report with SEO Spider SEO Audit

Customize the header with your logo and your info, then select the information you want to show. Then add some notes if you wish. 

Optimize your website

Finally, click on download. You’ll receive your customized report in your mailbox!

SEO On Page Optimization

That’s it!

Have you tried the SEO Spider already? How was your experience with it? Let us know in the comment section.

SEO Oriented Texts: How to write SEO Friendly Content

Hello there! If you’re here, there’s a good chance you’re an SEO Copywriter in becoming, so you’re asking what you should do to write an SEO friendly article. Well, you’re in the right place. What you’re reading is an SEO Friendly article (duh!) that will guide you through the art and craft of SEO-oriented writing with our SEO Editor tool.

We have already written a guide to SEO copywriting. There, you’ll find a small manual that helps you in writing compelling articles that will keep your audience reading and getting useful and well-designed information out of it. Remember that writing an SEO-friendly article means, more than anything else, to write well

Do keyword research first!

Now, let’s get to work! Have you washed your fingertips? Are you comfortable in your seat? Did you do your keyword research? No, really. You can write with filthy hands (gross, anyway) and sit on a nailbed. But you cannot write an SEO Friendly article without doing keyword research

If you’re missing this part, save this article in your to-read list and read our guide to keyword research.

Write SEO friendly content with SEO Editor

What are the components of an SEO friendly article?

SEO Title

  • It must be under 70 characters
  • It must be consistent with the rest of the article. Don’t try to write a catchy title to draw people to read an article dealing with a whole different topic. Your audience won’t appreciate that, neither Google.
  • It should include your primary keyword.


  • The article must be at least 400 words long because it’s hard to produce useful content smaller than this. 
  • It must contain links to other pages;
  • It should include visual content, such as images. To learn how to use them in your content, read our dedicated article.
  • It must deal with the topics of your primary and secondary keywords.


Headings are the primary way to organize content and help your readers to orientate within your blog post. We wrote a whole article about them. We advise you to have a look at it.

Other tips

Among other things, you should consider making your article more comfortable to read for both people and bots

  • by highlighting the key-concepts (keywords and their synonyms) in bold and italics;
  • by adding alt tags to images

Writing time!

Now, it’s time to write. Go to the SEO editor and click on the New article button.

SEO Editor

Enter primary and secondary keywords

The first thing you have to do is to insert your primary keyword. As you start writing, the SEO editor will suggest to you which long-tail keywords you should choose with the volume and difficulty. It’s simplified keyword research that works great if you don’t need a structured editorial plan or are on the go.

Text SEO Friendly

Then, put in the secondary keywords you’ve found on your keyword research as related arguments.

SEO Friendly Copy

Now you’re all set. The next thing to do is to start writing! 

Start your SEO Friendly article: writing title and content

The first thing to do is to enter the SEO title. As we mentioned before, it should include your primary keyword. 

SEO Copywriting

Then, start to write your article, or paste it from your favorite text editor. Don’t forget to put your heading titles. You can choose the right format by the toolbar, under the paragraph icon (¶).

Write SEO Frienly Content

You may notice that, as you progress, your score on the right will increase. Now is 63, we have a good title but not-so-great content. Let’s see what we can improve. 

We go under content, and we discover that we should add links and some images.

Highlight a text portion and click on the toolbar’s link button to add a link. Then, we add our URL, and that’s it!

Images optimization Text for search engines

Now, it’s time to add an image. To upload a picture, just click on the add image button on the toolbar and add a URL and an alt text. 

SEO Copywriting SEO Editor Text



And now we have both an SEO Friendly article with an image and a great score. Happy? You should be. But there’s still a bit of work to do.

Text SEO Tester Online

We keep writing until we reach (and surpass) the 400 words limit; add some bolds and italics to highlight our content. Finally, remember to use your keywords often. But be wise: you have to use them naturally to avoid keyword stuffing. In this case, the general rule of thumb is that few are better than too much. 

How to prevent keyword stuffing? The SEO Editor will warn you!  In this case, we used the keyword “keyword research” too many times, and we need to cut some entries.

Search Engines Content

Modify Optimization

You may need to add (or remove) some keywords. How to do that? Just go to Edit>Modify Optimization.

Google SEO Editor

In this case, we switch our primary keyword with “SEO Editor,” which has a greater volume. Of course, we also change our Title and edit our content to make our new keyword well distributed over our article.

Edit snippet and social cards

Now our article is ready to conquer the SERP, but it needs an appropriate preview!

On the top right-hand corner, switch from the text editor to the snippet editor. 

Opengraph Optimization

Here, you can edit the SEO title, add a meta description, and copy and paste your meta description tags to your article’s code. Then, you can do the same with the Open Graph and Twitter card.

SEO Tester Online

Now you have your SEO friendly article to share and climb the SERP with. 

What will your next optimized blog post be about?

A Beginner’s Guide to Keyword Research

What you’re reading is a step-by-step guide that will help you conduct effective Keyword Research. In this way, you will improve your SEO rankings and attract more quality traffic to your using the SEO Tester Online Keyword Explorer Tool.  

What is Keyword Research?

Keyword Research is the activity of searching and analyzing the keywords that users look for on search engines (such as Google, Bing, Yahoo, or Amazon) to answer a question or to solve a problem.

It plays a vital role in your SEO strategy, and it can help you rank among the top results within the SERP.

Why is Keyword Research important?

Keyword Research is useful to find new topics to cover in your articles or products to sell on your website. It allows you to more scrupulously analyze your competitors and optimize conversions in your Google Ads campaigns.

Choosing the right keywords allows you to learn about your potential users and understand what they are looking for, allowing you to write useful and relevant content compared to your searches.

Also, it will help you write all the content you need, such as email, Facebook Ads, and Social Media.

Three Essential Concepts for Keyword Research

Before you start your first Keyword Research, there are three basic concepts you should know:

  • Search Intent
  • Search Volume
  • Keyword Difficulty

Search Intent

Search intent refers to the goal that a specific search has, which is why a user looks for something on the search engine.

There are five types of search intent:

  • Informational: when the goal is to know-how. These searches have high volumes but a low traffic value. In fact, the user searches for information on a particular topic or product, but it is not said that he will be willing to acquire it.

An example of information research is: “What is Crossfit?”

  • Navigational: the goal is to reach a website or brand that the user already knows. These searches have medium-high traffic value and volume.

An example of navigational research is: “Nike shoe site.”

  • Transactional: the user is willing to buy a product or service. Queries with this intent have a very high traffic value because the user is ready to purchase and the conversion closer. 

An example of transactional research is: “Nike Air Force 1 price”.

  • Commercial: Similar to the previous research intent, it is characterized by an interest in a category of products or services. It is a search not directly aimed at immediate purchase.

An example of commercial research is: “Best running shoes.”

  • Local: refers to research that aims to research local activities with physical presence such as restaurants, hotels, shops, professional studios, and many other similar types of business. No less than 20% of search queries have local intent.

Example of a search with local intent: “Gyms in Milan.”

If you have any kind of business with a physical location, have a look at our local SEO blog section.

Search Volume

That’s the average number of monthly searches performed in a country over 12 months. It is a useful metric for estimating potential traffic for a specific keyword.

The higher the volumes of a particular keyword, the more traffic you can get from it. 

Also, the higher the search volume of a keyword, the greater the effort required to rank high within the SERP.

However, remember that search volume is not the only piece of data to consider when you look for ranking opportunities. 

Not always a highly searched keyword is the right one. Think of all those queries with informational search intent.

On the other hand, you should think twice before discarding a keyword with a medium-low search volume (500-999 monthly searches).

You also need to consider other factors, including:

  • Type of your business;
  • Size and importance of your niche;
  • Search intent;
  • Keyword Difficulty.

Keyword Difficulty

Shows the difficulty of ranking in the top 10 results for a given keyword.

When it comes to Keyword Research, KD is a relevant factor in organic research.

Keyword Difficulty takes into account several factors, such as the authority of well-ranked websites and their backlink profile

It’s useful to know the difference between 2 particular types of keywords:

  1. Short-tail keyword: usually formed by one or two words, they represent a generic search query;  
  2. Long-tail keyword: They are more specific search phrases, with lower search volumes than short-tail keywords.

Long-tail keywords have lower search volumes but also answer to more specific needs. For this reason, they are considered less competitive but also more profitable.

Read our guide on how to find long-tail keywords related to your niche. 

With these three basic concepts, we can now focus on the best way to do Keyword Research using the Keyword Explorer Tool.

How to make an outstanding Keyword Research

Ask yourself the right questions

To search for keywords for your customers or your project, you must first ask questions, which will help you clarify the current situation of your business and better understand your niche.

Create a new text file or get a regular notebook and pin the answers to these seven questions:

  • Who does your business speak to?
  • Who is your ideal customer?
  • Which problem do you solve?
  • Who are your competitors?
  • What do they write about, and how they do it?
  • What makes you unique compared to your competitors?
  • What is the goal of your website?

These questions allow you to have a more linear view of the entire project, and by answering them, you will create a brief. A brief is a document that will guide you in the keyword search and in creating content for your site from an SEO perspective.

Keyword Research with Keyword Explorer Tool

Now that you have a clear picture of the basics of Keyword Research and you know what the questions are, you can start!

Generate Keyword ideas

First of all, sign in to the Keyword Explorer Tool.

Don’t worry if you haven’t subscribed to any of the SEO Tester Online plans. You can still use it for free a limited number of times every day.

As you can see, you have the option to start your search from a keyword or a domain.

Which one to start with?

If you just started, and you absolutely know what the most critical keywords in your market are, domain search is the best way to find out the keywords your competitors are positioning for.

So, for example, if you’re managing an e-commerce website that sells sports shoes or, more generally, sportswear, you can write the URL of your competitor’s site and press the button to start the search.

Within seconds, you’ll get a list of the most essential keywords your competitor is ranking with. That’s great, isn’t it?

Keyword Explorer Tool

If you already know the main keywords of your website, and you are looking for tips and new insights based on the key metrics of the keyword research, we recommend that you start with a keyword search.

To start, choose a short-tail keyword that identifies one of the topics covered by your site, select the country, and click on the search button 🔍.

Keyword Explorer

On the left, the Keyword Explorer Tool will show a list of keywords and metrics that will allow you to identify new placement opportunities.

Besides the search volume and keyword difficulty, you’ll find three more metrics:

  • Trend

Indicates how much the user’s interest in a given search has varied over the past 12 months.

This is useful if you have a seasonal or holiday-based business.

  • Cost per Click (CPC)

It’s the estimated offer in Google Ads for a given keyword.

In other words, it’s the average price the advertiser has to pay for every click on a paid ad.

  • Competition

It is the level of competition for a given keyword in the Pay-Per-Click (PPC) campaigns. 

A higher level of competition results in a higher CPC for that keyword.

Filter your searches

With the Keyword Explorer Tool, you can further generate new keyword ideas using the functions:

  • Related Searches
  • Equal Terms

Related keywords are associated with the main keyword (the one you searched for) and are beneficial for intercepting potential users with similar needs.

Related research is defined as:

  • Synonyms;
  • Grammatical variations;
  • Questions;
  • Long-tail keywords related to the main one.

Imagine having e-commerce that deals with sneakers. The main keyword “sneakers” will likely have related searches such as “girl sneakers” or “men’s sneakers on sale” or “tennis shoes.”

Thanks to our tool, you can search for keywords through the use of different filters. They come in handy and will help you get even more accurate results.

You can decide whether to show results that include or exclude a particular word, set the minimum or maximum search volume to your liking, and also determine the values that interest you most in Competition, Cost per Click, and Keyword Difficulty.

Keyword Research

Imagine you’re running a blog about nutrition; for the “diet” query. Set a Maximum Keyword Difficulty of 70 and a Minimum Search Volume of 1000, as in the screen below. Now, sort the keywords by KD to choose the ones that are right for you.

Keyword Research Guide

Create the Keyword List 

Now, it’s time to create a keyword list.

This will allow you to have them under control all the time.

If you are starting a new project, create a separate list that includes all the main keywords for your business.

It takes two clicks to create a new list.

Click on “My Keywords” When the window opens, click on “Create your list.”

Search for keywords related to your business again and filter them. Click on the checkbox to the left of each keyword. There, you can add the keyword to your list by clicking on “Add in List.” You can also click on the button to the right of each keyword.

Once you’ve created your list, you can view it by clicking on “My Keywords” and then on 🔍.

Have you saved the keywords you’re most interested in? Don’t forget to export the results and your list to CSV!

SEO Audit Guide: How to optimize your site for Google

So, you’ve put your webpage online, and it is how you’ve always wanted. But something doesn’t add up. Why doesn’t it rank on the SERP (the Search Engine Results Page) as it is supposed to do?

There could be several reasons, too many to make a guess. That is why you need to do a thorough SEO Audit. In this article, you’ll find out what an SEO Audit is and how to do it for free with SEO Checker, the SEO Tester Online’s SEO Audit tool. 

What is SEO Audit?

SEO Audit is the analysis of your webpage made to assess the optimization of that page for search engines. You must perform it at regular intervals.

In doing a basic SEO audit, you must consider on-page SEO.

What are the factors that influence your ranking?

On-page SEO includes all those factors that influence your ranking and consist of both technical SEO and content-creation aspects.

To put it into another view, on-page SEO is about the ranking factors that you can influence by editing your webpage’s HTML code and content.

Technical SEO

Technical SEO encompasses the factors that influence the quality of the spider’s exploration when crawling your website. They concern your page’s HTML code and a few other aspects, such as:

Content creation

This one is more about the people who are going to read your comment.

Make sure it is going to be enjoyable for your users in every step of their experience. It means to give them useful information before they even click on the link within the SERP – through a rich snippet and well-designed social previews – and after, with useful content.

Then, when they click on your page link, they should find content that

There is a lot of stuff to check, isn’t it? It may require hours or even days to sort everything out. If only there were a way to obtain all the information you need in seconds. It would be great. Or is it?

How to do an SEO Audit for free with the SEO Checker 

SEO Checker is a fantastic free tool for the SEO audit. If you sign up, you can check up to two web pages for free every day. 

To start, just go to the SEO Checker page and type your URL (or your competitor’s) to perform up to 50 analyses on the page SEO.

Imagine that you’re managing a music store and want to check a product page of one of your competitors.

SEO Checker


After a few seconds, here’s what you’re going to see.

SEO Audit

The first thing you’ll notice is the SEO Score. At a glance, you’ll see how much the page is optimized. 

You’ll get both a numerical score about the overall performances and a graph that tells you which areas have room for improvement. Thomann’s product page could do better in this case: its score is in the yellow range. If it has scored better, the results would have been green. If things were worse, they would have been red.

Advanced SEO Audit

The graph consists of five areas: Base, Content, Web Speed, Mobile Speed, and Social. 

By hovering the cursor on each dot, you’ll get the specific score of each section. 

Also, you can preview the website from both mobile and desktop on the right side of the screen.

Optimize your website


Now, go to the top menu and click on Base. Here, you can have a look at all the page’s main elements. Here you’ll find data concerning technical SEO:

  1. Google Snippet;
  2. Title, Meta Description;
  3. H1, H2;
  4. URL Keywords;
  5. HTTPS;
  6. SEO Friendly URL; 
  7. Meta Robots; 
  8. Robots.Txt;
  9. Sitemap.

Each aspect has a score and a short comment that tells you whether you need to optimize that aspect, the preview of the specific item, and two boxes: Read the tips and What to solve.

Google Snippet Optimization Optimize SEO On Page

By following the hints, you can improve your score and boost your chances of intercepting new traffic on your page.

With SEO Checker you’ll also be able to create an SEO report. Click on the “+ Report” button, follow the instructions, and get your report in your mailbox in less than 1 minute. 

You can also choose whether to create a Standard Report with SEO Tester Online design or a White Label with your contact information and logo.

SEO Report


Google’s crawlers care a lot about technical SEO, but the content is gaining growing importance. Big G gave user experience the top priority. It wants people to find content that is useful, updated, and original.

In the Content section, you’ll get eight scores

  1. Unique Keywords: it tells you if the crawler could suspect an attempt of keyword stuffing.
  2. Title Coherence and
  3. H1 Coherence: you will get a high score if your titles include the same keyword you use in your paragraph. It will tell the crawler that your article is consistent with them, and, thus, your content is useful.
  4. Text/Code Ratio. If the score is low, it means that there’s too little text on the page; thus, your content could not contain enough information for the user.
  5. Page Size. A too heavy page is slow to load, and users could abandon it even before seeing what it is about.
  6. Images missing Alt: they make crawler’s job more difficult because they cannot learn what they’re about. And you don’t want to put yourself in the way between the spider and its content, do you?
  7. Title on Tag A: same as the Alt tags, but for links. 
  8. Microdata: they are pieces of content that help the crawler understand what kind of page it is visiting. We dealt with them in our article about rich snippets

SEO Analysis

As we can see, a lot of images on the page are missing the Alt tag. Also, the SEO Checker is nice enough to tell us which they are so, if you were the webmaster, you could take care of them in no time.


Speed is one of the most critical factors on a web page. Taking care of performance improves the user’s experience who wants to enjoy your content and the way the search engine ranks your website. On the contrary, a slow-loading page will increase the rebound rate.

On SEO Checker, you can assess the page’s loading speed both on Desktop and Mobile.

Find SEO error SEO Checker

In both, you can find an overall score and no less than 38 specific scores and tips, each for every aspect that can influence a page loading speed. Here some examples

  1. Remove unused JavaScript
  2. Preconnect to required origins. 
  3. Enable text compression, so your text will be faster to load.
  4.  JavaScript execution time
  5. Eliminate render-blocking resources
  6. Remove unused CSS

They’re quite technical, so you should let your developer deal with them. Anyway, if you are on your own or you’re just curious, there’s a link at the end of each hint that you can visit to learn more.

Also, in the “what to solve” box, you will find the right tips to take care of all the issues.


The last section is related to optimizing the content of the page for Social networks.

Open Graph and Twitter Card are not considered as SEO factors. Still, they’re considered ranking signals.

In the Social section you can find the analysis of 4 elements:

  1. Opengraph;
  2. Twitter Card;
  3. Social Plugin, i.e., if the page has enough share buttons for social networks.
  4. Popularity on Facebook, i. e., the number of times people shared the page on Facebook.

SEO Checker: Chrome Extension

You can get your page’s SEO Audit for free with just a click, thanks to our Chrome Extension.

If you download it, you’ll have a free SEO audit tool right on your browser.

SEO Checker Tool is currently one of the 5 most downloaded Chrome Extensions in the SEO category. More than 4,000 users use it, will you join them? Let us know in the comment section!