![\"An](\"https://cdn.buttercms.com/57p6fXWdSp2S2y8wi9R0\")
The COVID-19 pandemic is typically thought of as a time that was hard on business — and with good reason. Many brick-and-mortar stores struggled to stay afloat during lockdown, and online business owners or service providers had to deal with dramatic drops in sales.
\nNat Delaney-John, of Melbourne, Australia, found her own business struggling as the result of a long, drawn-out lockdown. But this difficult time wound up leading to a spark of an idea — a game that would bring people together again in person, spreading joy once lockdowns ended.
\nToday, Delaney-John and her partner, Cam Jasson, are known as the creative forces behind That Sound Game, a party-ready game that’s entirely unlike anything else you might have played before.
\n\n\n\n“In the party game space, there’s Charades where you act and Pictionary where you draw,” Jasson said. “But we felt there was a massive gap. We thought, why isn’t there a sound-based game?”
\nWhen playing That Sound Game, participants draw cards with words on them — and then, like in Charades, they have to act out the word in a way their teammates will recognize. The catch is, though, that players can only make sounds and move their bodies. No hand gestures are allowed.
\n\n\n\n@thatsoundgame\n \nThat Sound Game is a fast paced, interactive and very noisy party game. The goal is to get your team to guess as many answers on the category cards as they can in a minute. Use any combination of sounds and movements, but your hands must be behind your back. You also get Lifelines. Use them strategically to help you win.
\n♬ original sound - That Sound Game
Jasson and Delaney-John spent much of Melbourne's long, 250+ day lockdown working out how their game should be played.
\n“We were just in our apartment making different sounds to each other,” Jasson said. “The rule was that if we had an idea for a card, but couldn’t make the sounds ourselves, the card couldn’t go in the game.”
\nFor the next two years, the two worked on their game in private, narrowing down a list of possible cards and sounds, creating game categories, and developing rules. As they worked, Melbourne’s lockdown restrictions eased to allow some limited travel.
\nAnd finally, in October 2021, Jasson and Delaney-John’s world fully reopened.
\nIt was time to play That Sound Game with other people.
\n[list=topic number=5 category=gaming]
\nThe process of taking That Sound Game from the kitchen table to homes around the world had several stages.
\nFirst, Jasson and Delaney-John played their game with friends. After 20 play-throughs, they felt that they’d firmed up their idea enough to take a prototype to PAX, one of the biggest gaming conventions in Melbourne.
\n“We knew we felt it could be successful, but when you bring it to other people and they start clicking with it, when they say it’s so fun and they want to play it again — that feels amazing,” Jasson said. “It was really rewarding.”
\n\n\n\n@thatsoundgame Our very first PAX 😍 We learnt so many lessons, met so many people, did some interviews and had a bunch of people that loved played and wanted to take the game home. Couldn't have gone better! #paxaus #thatsoundgame #partygames #partygame #gamesnight #convention #startup #femaleowned #australia ♬ Violet - Connor Price & Killa \n
Based on PAX attendees’ feedback and positive reception to the game, the creators decided to skip attempting a crowdfunding campaign and head straight to product development and marketing.
\nJasson had an idea of where they could turn for data that would help them leverage social media advertising and word-of-mouth.
\n“During my career as a project manager, I got really into technology and AI,” Jasson said. “I signed up for Exploding Topics to learn more about new trends and behaviors.”
\nThis, combined with Delaney-John’s experience running product-based businesses, created a strong foundation on which the duo could successfully bring That Sound Game to others.
\nThanks to her experience monitoring trends, Jasson knew that an image- or text-based social media post couldn't convey the fun of That Sound Game as well as a video.
\nShe and Delaney-John decided to invest in a paid TikTok post to announce That Sound Game to the world … and it paid off.
\n“We officially launched in February 2023,” Jasson said. “And when we did the hard launch on social media, it went a bit viral right away.”
\nTip: Launching your own product and wondering what marketing channels will be the best for your brand? Exploding Topics shows you interest levels for any topic across platforms like TikTok, Instagram, Reddit, Pinterest and more, so you can focus your efforts where they’ll matter most.
\nSoon, other game-focused creators picked up the game and started sharing it with their audiences.
\n“Creators who have hundreds of millions of followers naturally picked up the game and wanted to play it with their audiences,” Jasson said. “And when people create content for our game, it’s quite visual and loud. So social media, particularly Instagram and TikTok, are now embedded in our marketing plan.”
\n[cta:social]
\nOf course, for the game to truly be successful, Jasson and Delaney-John needed to make sure it got physically in front of players. But they knew they had a great game on their hands, and they were ready for That Sound Game’s viral success.
\n“Before we launched, we made sure we had products in different distribution centers around the world. We had it in the U.S., the U.K., China, and Australia, so that if we did happen to go viral, people could get the game almost anywhere in the world,” Jasson said.
\nThanks to their good foresight — and savvy social media marketing — Jasson and Delaney-John have sold more than 400,000 copies of That Sound Game in six different languages … and less than three years’ time.
\nTheir attention to consumer behavior and technology keeps the sales coming, too. The two creators are always looking for new ways to get That Sound Game in front of potential players online.
\n“When you think about a board game, it’s quite traditional, but it’s really important for us to know how our customers are buying and behaving,” said Jasson. “For instance, right now, we’re looking at an exploding trend around how consumers are going to start shopping in ChatGPT. If a customer wants to have a conversation with ChatGPT about what Christmas presents they should get or what game their family can play on Christmas Day, and they find our product, we want them to be able to buy it directly in ChatGPT.”
\nJasson is spot on with her assessment that interest in ChatGPT shopping is increasing. Just look at how interest in instant checkout capabilities, like those in the chat tool, is exploding:
\nBut no matter where That Sound Game’s ideal customers want to shop, they’ll be able to get their hands on the game. It’s currently sold in retailers around the world, including Walmart, Target, Kmart, and Barnes & Noble.
\n[cta:trends]
\nThe success of That Sound Game has allowed both Jasson and Delaney-John to quit their previous jobs and focus on game development full-time.
\n“I think that adults take themselves too seriously, and I feel lucky that my career can be something that brings joy to people’s lives,” Jasson said.
\nShe hopes that other people will take the That Sound Game story as an inspiration to explore what they can launch, too.
\n“There are so many ways to make your side hustle come to life now — it’s just absolutely incredible, the fact that you can write a few sentences and bring something like an app to life in minutes,” she said. ““If you have an idea you’ve been developing, don’t wait for the ‘perfect’ moment to test it,” she said. “Put your idea in people’s hands and see how they react. We learned more from five minutes of raw laughter around a table than we ever could from a spreadsheet.”
\nAnd like Jasson and Delaney-John, new entrepreneurs can turn to Exploding Topics for information about what people are interested in, where they’re talking about it, and what’s set to be the next most popular trend in an industry.
\nIf you’ve got an idea brewing, and want to learn more about how and where you can introduce it to the public, start your research with a seven-day free trial of Exploding Topics Pro. You might just find that it’s an idea that changes your life — and brings joy to others around the world at the same time.
","summary":"The COVID-19 pandemic is typically thought of as a time that was hard on business — and with good reason. Many brick-and-mortar stores struggled to stay afloat during lockdown, and online business owners or service providers had to deal with dramatic drops in sales. Nat Delaney-John, of Melbourne, Australia, found ...","seo_title":"How Two Entrepreneurs Used TikTok and Trends to Create a Viral Launch","meta_description":"That Sound Game is a viral party game that's sold more than 400,000 units worldwide — learn how its creators turned a COVID lockdown idea into a TikTok sensation.","featured_image_alt":"TikTok Trends Case Study Blog Post Image","url":"https://explodingtopics.com/blog/tiktok-trends-case-study","featured_image":"https://cdn.buttercms.com/output=f:webp/p2ZQ5MTR6ylhyEBh2MOQ","author":{"bio":"Emily is a freelance content writer at Exploding Topics. \r\n\r\nA former news correspondent, she has over 15 years' experience creating B2B SEO content that resonates with humans, not just algorithms. Through her SEO consultancy, she helps SaaS companies connect with their ideal audience through organic search. \r\n\r\nEmily can also be found leading SEO training sessions for nonprofits and incubators like Nest, WomensNet, and more.","slug":"emily-gertenbach","email":"emily@egcreativecontent.com","title":"Writer","last_name":"Gertenbach","first_name":"Emily","facebook_url":"","linkedin_url":"https://www.linkedin.com/in/egertenbach/","instagram_url":"","pinterest_url":"","profile_image":"https://cdn.buttercms.com/phlwhfleSRa39eLcrrHf","twitter_handle":""},"tags":[{"name":"featured","slug":"featured"}],"categories":[{"name":"Case Studies","slug":"case-study"},{"name":"social-media","slug":"social-media"}]},{"status":"published","created":"2025-03-03T09:39:55.782178Z","updated":"2025-12-23T14:43:00.777752Z","published":"2025-03-03T12:38:00Z","scheduled":null,"title":"How to Find Semantic Keywords for Google Visibility","slug":"semantic-keywords","body":"Google is continually refining its search algorithms to improve the relevance of search results.
\nIt has changed the way it ranks content to “surface the most helpful information”.
\nAnd systems like Google AI Mode as well as ChatGPT and other AI models are becoming increasingly good at understanding the semantic relevance of a user's query.
\nAs Google raises the bar for publishers, targeting a single keyword is no longer enough to achieve great search engine rankings.
\nInstead, you’ll need to explore topics in greater depth, and use a much broader range of terms to increase your chances of Google rankings and AI citations.
\nThat’s where semantic keywords come into their own.
\n[cta:keywords]
\nGoogle RankBrain is a machine learning system that creates relationships between related terms and phrases.
\nThink of it like a 3D map where related terms are closely grouped in clusters.
\nRankBrain processes the language we use to understand what we’re looking for.
\n(And it’s smart; if it doesn’t know what a phrase means, it’s capable of guessing based on the other terms you’ve used.)
\nGoogle has a page on its website that explains their systems in more detail:
\n“...our systems analyze [the] content to assess whether it contains information that might be relevant to what you are looking for…. After identifying relevant content, our systems aim to prioritize those that seem most helpful. To do this, they identify signals that can help determine which content demonstrates expertise, authoritativeness, and trustworthiness.”
\nIn SEO, expertise, authoritativeness, and trustworthiness are the most important signals of “helpful content” - along with the extra ‘E’ in EEAT, experience.
\nGoogle wants to reward content written by experts who draw on real-world experience. And this is the kind of content that readers love, too.
\nThat’s because experts are best placed to provide factual information in an easily digestible format. They naturally use related terms to touch on new concepts that the reader will find helpful.
\nAnd 72% of marketers say the most effective SEO tactic is publishing high-quality content.
\nSo when you use semantic keywords (sometimes called LSI keywords), you’re proving to RankBrain that you know what you’re talking about. These keywords are a framework for more detailed, rounded content that readers are more likely to bookmark or share.
\n\nBefore we move on, remember that semantic keywords are just one part of the story. You need to use them while demonstrating EEAT.
\n\n“If you are lacking EEAT, I suspect that tweaking your text to look better to vector search will not do much.”
\nThat means you need to build a reputation over time. Just adding keywords to thin content will no longer get results.
\nNow we understand more about semantic keywords and EEAT, it’s time to look at ways to find and check those keywords.
\nWhen experienced writers create content, they naturally branch out into related topics and mention related terms and concepts to support the points they make.
\nSo if you know your stuff, there is a good chance you’re already using semantic keywords.
\nThat being said, I still recommend researching these keywords to ensure you’ve captured everything your reader wants to know. The process helps you to understand their search intent more deeply.
\nLet’s look at some ways to research semantic keywords.
\nOnce you’ve shifted your mindset from ‘single keywords’ to ‘topics’ or ‘concepts’, you’ll understand why the Semrush Topic Research Tool is so powerful.
\nInstead of looking at data on one keyword, it brings together data on a topic, incorporating data from many different sources like:
\nThis can help you to:
\nFor example, you can explore different angles when writing about a new product that's trending.
\nIn Semrush, go to the \"Content Marketing\" section and click \"Topic Research\" in the sidebar.
\nEnter your main topic or seed keyword to start.
\nWhen the results load, you'll see various Topic Cards. These are all semantically related concepts.
\nEach card could become a section in your article, or it could inspire a standalone article that is related to the main keyword.
\nAt the top, I like to use the dropdown to filter by topic efficiency.
\nI haven’t seen a topic efficiency score in any other SEO tool, but now I refer to it every time I write.
\nIt’s a simple formula that balances search volume and difficulty. High-volume, low-difficulty keywords get a higher score.
\nIn the Topic Research tool, you can also expand any topic card to get:
\nAnd on any topic card, you can click \"Get ideas on this topic\" to drill down into a new set of semantic keywords and topic ideas.
\nThe Topic Research tool gives you a ton of ways to save and refer to the topics you’ve researched. You can:
\nSEO Content Template lists out all the semantic keywords for you.
\nJust keep in mind that these terms are picked out from competing articles.
\nInstead of just adding the term in the text, you’ll need to prove EEAT:
\nYou can likely come up with even more if you know the subject matter well.
\nThe People Also Ask section of the search results page shows you related searches.
\nThese questions are a goldmine of semantic keywords that you can use in your content.
\nOften, you’ll find specific questions that you can use as headings.
\nWhen writing content, it always helps to think about what your reader will want to know next. For that, you can also refer to People Also Search For queries in the SERP.
\nThis section is a great way to ‘get inside the head’ of the person who’s searching so you understand their question or problem.
\nExtracting this information from the SERP can be challenging. To make it easier to organize and export, you can also get question data from the Semrush Keyword Magic Tool.
\nWhen you search for your primary keyword or topic, set your filter to “Questions”.
\nExperiment with the different keyword match types at the top and save specific keywords that are related to your article.
\nThe language people use when chatting with AI tools is different from what they type into Google search. AI prompts are conversational and typically more complex than simple keywords.
\nAs a result, prompts contain greater semantic depth. This is good because if you can mine prompts relevant to your business, you can develop a fairly strong semantic understanding about the nuances of a user's goals and needs.
\nThe best way to find topics and prompt questions is by using a specialized tool like Prompt Research included in the Semrush AI Visibility Toolkit.
\n![\"undefined\"](\"https://cdn.buttercms.com/iSgsmdrTq2Xpuwmxg8nw\")
Type in a broad topic and the tool will surface relevant prompts grouped into a cluster of related topics to your original prompt topic.
\nThese questions reveal tons of sub-queries stemming from the same main question, so addressing these is a great way to enhance the depth of your content.
\nThis is how AI models also behave.
\nWhen answering a question, they anticipate related sub-queries you might also have and generate a full response based on a cloud of semantically close questions to ensure the answer is meaningfully comprehensive.
\nAnd content depth isn't only important for traditional Google rankings. AI tools are also likely to cite you as a source when answering complex questions that you've already addressed in sufficient depth.
\nYou can access the Prompt Research tool along with a bunch other AI visibility and classic SEO features with an Semrush One subscription.
\nOur free keyword research tool gives you an instant overview of related keywords for any seed keyword. I use this tool when I want to quickly look up a list of related topics as I write.
\nTo look for semantic keywords, just type in your keyword and hit “Find Keywords”.
\nIn this example, I looked up keywords for an article on the best mechanical keyboards. I got helpful ideas for new sections or subtopics like:
\nTalking about these semantic keywords in my content would help to improve my article and show that I understand this product well.
\nIf I do this for every article, I’ll increase my topical authority and prove to search engines that I can be trusted to provide accurate information.
\nNotice that the table provides metrics for each suggestion. I can see:
\nSearch trend is great for picking up on trending topics before anyone else notices them.
\nAll of this information is available for free, and you don't need to create a login. Try it right now.
\n\nIf a page isn't ranking as well as you'd like, it's a good idea to look at exactly what it's ranking for. I compare the top 3 articles to mine to see if I could make mine more helpful.
\nOptimizing and improving web pages is known as on page SEO. If this is new to you, we have a helpful guide to on page SEO that will help you out.
\nSemrush has a tool specifically designed to help you improve on page SEO. It checks things like semantic keywords, technical SEO, and user experience for the pages you want to improve.
\nTo set up the On Page SEO checker, you’ll first need to sign up for an account and add your site to a Project. Once that’s done, you can specify the pages you’d like to optimize. You can import them directly from:
\nI like to provide the exact URL I want to optimize. It takes a few minutes for Semrush to gather optimization ideas.
\nYou can see that the ideas are split into categories:
\nWhen you review the “Optimization Ideas” tab, you’ll see a breakdown of suggestions in each of these sections.
\nThe “Semantic” section is the one we're interested in today. It provides a list of search terms that your competitors have used. It finds these by comparing your pages with rival domains that are ranking above you in the top 10 Google search results.
\nThis keyword list helps you to quickly consider whether your content is missing sections that might make it more helpful.
\nYou can click “See detailed analysis” to drill down into the list.
\nThe metric I use most is the TF-IDF score. It's a measure of the number of times you should use a term on the page.
\nIdeally, the figure in the “My” column should be no more than the “Max”, and in line with the “Rivals avg”.
\nOf course, your own expert judgment should be the deciding factor when expanding content. TD-IDF is a safety net to guard against accidental keyword stuffing.
\nIf you spend a long time on keyword research, you may find yourself battling with hundreds of semantic keywords.
\n(According to the latest SEO statistics, Semrush has more than 25 billion keywords in its database.)
\nIt’s easy to get lost in a spreadsheet, not knowing which ones to pick out. So how do you know your chosen semantic keywords are the right ones?
\nTo make sense of your list, I recommend moving the keywords to the Keyword Strategy Builder.
\nIt’s an AI SEO tool that organizes keywords into topics according to their meaning and the search intent behind them.
\nIn the Strategy Builder chart, you can see the primary topic in the center, marked “Pillar”. This will often be your target keyword. Clustered around it are the subtopics.
\nThis can help you to turn a messy list of semantic keywords into a viable content plan.
\nIn the example below, I switched into the list view. The Keyword Strategy Builder found 233 potential pages for some content on “vegan meat alternatives”.
\nUsing the filters at the top, I can choose a customized plan that’s focused on my goals for the content I’m working on:
\n“Easy start” keywords would be perfect if I wanted to establish topical authority on a trending topic that I haven’t written about before.
\nMany of these ideas are sourced from top ranking pages, so they are a great starting point.
\nWhenever I update content, I always have the goal of expanding the topic coverage in a way that helps my readers.
\nFor this use case, the SEO Writing Assistant is perfect for finding keywords that I missed the first time round.
\nYou can paste in your existing article and get semantic keyword suggestions. This can uncover new concepts and topics.
\nIt also helps you to capture new developments and emerging trends.
\nThe \"Recommended keywords\" section is a goldmine of relevant keywords based on the text you're working on.
\nI’ve tried various alternatives to this tool, including Frase and Surfer SEO. I always come back to Semrush because the tool works inside Google Docs, which is perfect for the way I work.
\nThe SEO Writing Assistant is powerful and will make a ton of suggestions, so here are my golden rules:
\nAs your articles get longer, you will likely need to add or move headings to support a good user experience.
\nRemember that the goal is to meet search intent more closely, using these suggestions as prompts or reminders.
\nKeyword Planner is a free tool that makes it easy to find related terms. It’s designed for businesses that run Google Ads, but you don’t need to pay for ads to use it.
\nJust log in and click “Discover new keywords” to start.
\nYou can search for up to 10 keywords at a time and generate a list of related terms.
\nThe Keyword Planner shows you the search volume for the entire group at once. That gives you a good idea of the overall traffic potential.
\nAnd, of course, it’s free to use.
\nIf you’d like a deeper dive, we’ve written a full guide on researching keywords in Google Keyword Planner. We've also got a comprehensive Google Keyword Planner vs Ahrefs comparison.
\nAnd if you actually are running a Google Ads campaign, then check out our free Google Ads Competitor Analysis Tool.
\nBonus: Qforia
\nModern search engines are getting better at rewarding high-quality content that’s packed with EEAT.
\nThe algorithms might not be perfect yet, but there's no going back to the old ways. Google is investing a huge amount of money in giving searchers relevant content on the first try, and it will only improve over time.
\nIncorporating semantic keywords is a great way to ensure your content meets the needs of searchers and search engines. It can help you to ensure that your content offers information gain and value.
\nAnd three of the tools I listed are available with a free Semrush account, so that’s the perfect place to start.
","summary":"Google is continually refining its search algorithms to improve the relevance of search results. It has changed the way it ranks content to “surface the most helpful information”. And systems like RankBrain are getting better at understanding content. As Google raises the bar for publishers, targeting a single keyword is ...","seo_title":"How to Find Semantic Keywords for Google Visibility","meta_description":"Discover how to find and use semantic keywords with free tools. Boost your SEO by understanding related terms that enhance EEAT and improve your content's ranking potential.","featured_image_alt":"Semantic Keywords Blog Post Image","url":"https://explodingtopics.com/blog/semantic-keywords","featured_image":"https://cdn.buttercms.com/output=f:webp/3qvfKSpdSvSAR5vZs2rQ","author":{"bio":"Claire Broadley is the Lead Editor and AI Content Strategist at Exploding Topics, where she oversees editorial workflows, AI SEO strategy, and content team processes. \r\n\r\nWith 15+ years of experience in content marketing and documentation, Claire specializes in long-form B2B and SaaS content for complex or technical products. \r\n\r\nClaire has worked with major brands like Twitter, Dell, eBay, and Kissmetrics, helping them build trust and authority through search-aligned content. She’s especially focused on EEAT, content decay, new developments in AI SEO, and managing content quality at scale.","slug":"claire-broadley","email":"clairecircuit@gmail.com","title":"Lead Editor & AI Content Strategist","last_name":"Broadley","first_name":"Claire","facebook_url":"","linkedin_url":"https://www.linkedin.com/in/clairebroadley","instagram_url":"","pinterest_url":"","profile_image":"https://cdn.buttercms.com/d0xl49FTc2lXqfk9U7rZ","twitter_handle":"@clairecircuit"},"tags":[{"name":"featured","slug":"featured"},{"name":"semrush","slug":"semrush"}],"categories":[{"name":"seo","slug":"seo"}]},{"status":"published","created":"2024-10-07T10:29:16.566485Z","updated":"2026-02-14T18:01:11.016911Z","published":"2024-10-06T01:28:00Z","scheduled":null,"title":"Top 19 SEO Tools I Recommend for Web and AI Visibility","slug":"seo-tools","body":"SEO is no longer about churning out generic keyword-focused content and generating backlinks mindlessly.
\nGoogle continues to become better at evaluating quality and rewarding content that meets a stricter set of guidelines.
\nPlus, AI platforms have forged a deep relationship with conventional SEO.
\nYour search visibility influences your AI performance, so you need a strategy that accounts for search optimization across all important discovery platforms.
\nWith that, the need for SEO tools grows even greater than before.
\nAlong with tracking your rankings, finding keywords, and analyzing your competitor's strategic moves, it's also important to monitor your mentions and citations in AI search engines.
\nLet's take a look at the tools I've personally been using in various SEO and answer engine optimization (AEO) projects to grow and maintain our organic traffic in the evolving search ecosystem.
\nPro tip: Create a free Semrush account (no credit card needed) so you can try out the Semrush tools I've recommended in this guide.
\n| Keyword Tool | \nBest For | \nStarting Price | \nWho Should Use It | \n
| Semrush Keyword Research Tools | \nDetailed keyword metrics, search intent, and rank tracking with personalized difficulty score | \n$117.33/mo (Included in the SEO Classic toolkit) | \nSmall Biz, Agency, Enterprise | \n
| Semrush Prompt Research | \nFinding full AI prompts and their responses with intent, brand mentions, and source citation metrics | \n$165.17/mo (Included in the Semrush One plan) | \nSmall Biz, Agency | \n
| AlsoAsked | \nDiscovering 'People Also Ask' questions to cover niche queries | \n$12/mo | \nPersonal, Small Biz, Agency | \n
| Ahrefs Keyword Explorer | \nDeep keyword analysis, click potential, search intent | \n$129/mo | \nSmall Biz, Agency, Enterprise | \n
| Exploding Topics | \nTrending topic analysis with historical search metrics and future growth | \n$39/mo | \nSmall Biz, Agency, Enterprise | \n
| Answer The Public | \nKeyword ideas from Google autocomplete | \n$5/mo | \nPersonal, Small Biz | \n
| QuestionDB | \nFinding questions from Reddit, Quora for broader keyword research | \n$9.99/mo | \nPersonal, Small Biz | \n
| Google Keyword Planner | \nAccurate keyword volume and competition from Google Ads data | \nFree | \nSmall Biz, Agency, Enterprise | \n
The Semrush Keyword Overview is my go-to tool for conventional keyword research.
\nIf you've already used the Exploding Topics free keyword research tool, you'll be familiar with the way Semrush works (since our tool uses the same database as Semrush).
\nOur keyword research tool shows you instant keyword insights. Semrush goes much deeper.
\nIt can analyze up to 100 keywords at a time, helping you prioritize which terms to focus on.
\nIn the “Overview” tab, you will see relevant metrics for each keyword:
\nNext, enter your domain name in the “AI-powered” bar to get a Personal Keyword Difficulty score.
\nThis score measures how hard it will be for your specific website to rank well for that keyword.
\nPro Tip: Modern SEO rewards content showcasing high topical authority with high rankings. While Semrush's assessment of your topical authority isn't always super accurate, it's still useful to check if Semrush considers you to be a good authority on a topic.
\nTo evaluate multiple keywords at once, go to the “Bulk Analysis” tab and enter your additional terms.
\nThis allows you to compare terms side by side. You can then pick which keywords you want to focus on.
\nMy team uses the same method to qualify keywords during topic research.
\nSome things to consider when looking at a keyword:
\nIf the answer to both of these questions is “yes,” the keyword will drive traffic, and you stand a good chance of ranking for it.
\n[cta:keywords]
\nSemrush also has the Keyword Magic Tool for when you want to research keywords deeper and find the best terms related to your seed query.
\nFor each keyword, you’ll see:
\nFrom the top menu, you can filter the results by keyword match types, search volume, language, and other criteria.
\n(Keyword match types are important if you're running a Google Ads campaign.)
\nTo narrow the list, use the filters to set a volume range of 100 searches or more per month, and a Personal Keyword Difficulty score of 49 or less.
\nYou can also use the “Questions” tab to show a list of question keywords.
\nQuestion keywords often don’t get as many monthly searches, but they tend to attract more qualified traffic.
\nFurther reading: Keyword Research for SEO: What It Is & How to Do It
\nBeyond research, Semrush also has one of the best Position Tracking tracking tools.
\nThis lets you track your rankings with daily updates for traditional Google SERPs, AI Mode, as well as ChatGPT. ol shows target keyword performance and tracks changes over time.
\nTo get started, enter your domain name in the designated field and click “Set up tracking.”
\nNext, follow the prompts to configure the tool and add your target search terms.
\nYou can add keywords manually or import them from various sources, including:
\nYou can focus on different metrics by selecting the button for each one: Share of Voice, Visibility, Est. Traffic, and Avg. Position.
\nFor every keyword you're tracking, you can monitor changes to find ranking improvements or drops.
\nIt's ideal for spotting what's working for you and which pages you need to tackle better before they suffer sharper decline.
\nAs you check Google rankings for each keyword, you'll also get a history trend revealing keyword movements in the recent past.
\nLeverage this data to fine-tune your keyword strategy and website copy.
\nFurther reading: How to Track SERP Rankings with the Semrush Position Tracking Tool
\n[cta:siteaudit]
\nAs people turn to AI search engines for answers, it's not enough to just focus on Google search keywords.
\nPeople use full prompts when chatting with AI, not fragmented keywords. Unless you're familiar with these prompts, your ability to optimize your content for AI discovery will remain limited.
\nThe Semrush Prompt Research tool helps you find prompts people are typing into chatbots. It's a powerful discovery tool to understand topics related to your main topics and find secondary prompts associated with the original query.
\nWith this data, you can create content briefs that are optimized for greater topical and semantic depth than what you could anticipate simply by taking a traditional single keyword-focused approach.
\nAI platforms run a query fan-out in the background to gather data from a bunch of semantically related queries so they can answer the user's question comprehensively and resolve the main intent.
\nThis is why it's important for your content to dive deeper into semantically relevant topics, so you have a better chance of earning an AI citation.
\nYou can access the Semrush Prompt Research tool with the Semrush One subscription, which includes both classic SEO and AI search analysis features.
\nGoogle’s Keyword Planner is primarily for paid search, but it can also be used to find SEO terms.
\nYou can access Keyword Planner from your Google Ads account.
\nTo use the “Discover new keywords” option:
\nGoogle Keyword Planner will list keywords related to the terms you provided.
\nThe tool also provides relevant data for each keyword:
\nYou can use filters and the “Refine keywords” menu to narrow your results.
\nFor the best rankings, choose keywords that align with your audience's problems and questions.
\nOnce you have a list you like, you can export it by choosing “Download keyword ideas” in the top right corner. You can then import that list into another tool like Semrush.
\nNote: This tool has a steeper learning curve than some other free SEO tools.
\nAhrefs has all the qualities you can expect from a premium keyword research tool.
\nIt gives you just the right amount of keyword data to help you make sense of which opportunities to target and which might not be worth your time.
\nBesides, the UI is one of the best you can find in the industry. Clean, well-organized, and easy to navigate.
\nLike other top keyword tools, Ahrefs will give you the standard keyword metrics like:
\nBut it also adds some extra but actionable info like clicks and traffic potential.
\nAs you know, it's possible for a keyword to have high volume and yet draw few clicks. With the clicks data, you'll know exactly how many clicks you're likely to get if you grab the top rank for a keyword.
\nThe Traffic Potential metric also tells you how much of the search demand you'll actually be converting to real traffic to your page, assuming it ranks #1.
\nAhrefs generates tons of keyword suggestions when you start with a seed keyword. Even though the suggestions are fewer than what you'd get with Semrush in most cases, the data you get is perfect for your keyword and topic research.
\nLike Semrush, Ahrefs also gives you a great set of filters to help you focus your keyword research.
\nI particularly like the filter presets that instantly apply the right filters for your use case, such as keywords with high volume but low competition.
\nThese Ahrefs features work great together to aid your keyword opportunity discover in a very user-friendly way.
\nExploding Topics lets you perform keyword research with a focus on historical search trends and forecasts.
\nUnlike Google Trends, Exploding Topics doesn't expect you to already know what you're searching for.
\nIt gives you access to a database of trends organized by business categories and niche. All of you to do is select a niche to find a bunch of trending topics within that space.
\nCatching trends early and producing great content before competitors have had a chance to cover a topic is a great way to establish your presence and authority on a subject.
\nSo if you want to explore trend-based content strategies, Exploding Topics a powerful tool to have in your arsenal.
\nUse Exploding Topics data to find:
\nAlsoAsked is a tool that gathers People Also Ask questions from Google and organizes them in a convenient mind map.
\nI use AlsoAsked in two situations:
\nOften, you'll discover complex questions that warrant a deep dive as a separate core topic of their own.
\nOther times, it may make more sense to answer related questions to an existing page in order to improve topic coverage and make your content more helpful for your audience.
\nThe best use of this tool is to find the underlying themes driving a cluster of questions.
\nSo rather than answering questions individually in an FAQ format, you can target the broader theme and build a content structure that addresses those questions in a smooth flow.
\nThis works best when you have a clear idea of the themes that a cluster of People Also Ask questions are forming.
\nYou can count on ChatGPT to help with that. This technique for finding topic themes for your content using ChatGPT and PAA data from AlsoAsked or similar tools works wonders.
\n(And there are other ways to use ChatGPT for SEO, too. Check out our guide for its uses and limits.)
\nYou can perform up to 3 searches daily with the free version of AlsoAsked. The paid version starts at $12/month and gives you extended credits that renew every month.
\nAnswer the Public is similar to AlsoAsked. The key difference is that it sources its data from Google's autocomplete suggestions.
\nIt's a very handy tool for identifying long-tail queries that Google expects a user to type in as they begin their search.
\nThe questions are organized by different prepositions. Besides, the tool also indicates which questions are searched more often than others.
\nUsually, there's some overlap between People Also Ask questions and autocomplete terms.
\nBut if you really want to explore a topic in depth and cover all possible follow-up questions your audience might have, it's worthwhile to use both Answer the Public and AlsoAsked and compile the results for your topic analysis and keyword research.
\nQuestionDB is another tool that falls in the same category as Answer the Public and AlsoAsked.
\nThe main difference is that QuestionDB gathers questions from Reddit and Quora along with People Also Ask and Related Searches data for a keyword's Google SERPs.
\nFor success in SEO, it's no longer enough to just focus on Google. You need to research platforms where your audience also hangs around and see what kind of conversations are taking place.
\nQuora and Reddit are two of the most visible platforms that Google ranks for most queries. This makes QuestionDB a useful tool to have when you want to take your keyword and topic research beyond Google.
\nIf you want to find out about other dedicated Reddit SEO tools, check out our list for a comprehensive breakdown.
\n| AI Search Monitoring Tool | \nBest For | \nPricing | \nWho Should Use It | \n
| Semrush AI Visibility Toolkit | \nAI visibility & sentiment analysis — | \n$99/month | \nSmall biz, agencies, and enterprise teams | \n
| Ahrefs Brand Radar | \nAI topic visibility analysis | \n$199/month per AI platform | \nSmall businesses, agencies, and enterprise | \n
Semrush AI Visibility Toolkit enables you to measure your performance on top AI platforms like ChatGPT, Google AI Overviews/AI Mode, Gemini, and Perplexity.
\nIt's a comprehensive toolkit that has multiple smaller tools dedicated to tracking and analyzing different aspects of your AI search visibility.
\nThe main dashboard gives you an AI visibility score based on your share of voice, mentions, and citations. These metrics summarize your standing in AI search engines at a glance.
\nYou can get much deeper than that though. The tool gives you a detailed analysis of the topics that are performing well for you, showing you a breakdown of the prompts where you show up most often.
\nYou can also find topics where you are NOT showing up in, as well as sources that are producing visibility for your brand in AI answers and source opportunities you're currently missing.
\nIt doesn't end here. The Semrush AI Visibility Toolkit has a lot of interconnected parts, including a sentiment analysis report that compare your sentiment scores with those of your competitors over time.
\nI'm a huge fan of the summary highlighting your strengths and weaknesses as perceived by AI tools. It even tracks descriptions that AI is using when it speaks about your product's features.
\nThese are super valuable insights that reveal which descriptions are lining up in your favor in AI conversations.
\nHow does that help with SEO?
\nKnowing the sentiments AI has around different aspects of your business enables you to influence the narrative. Double down on the descriptions where AI is already recommending you strongly.
\nIn areas where sentiment is more neutral, you can work on your content to address the hesitations revealed in AI answers.
\nSince AI is ever-learning, it will begin to speak more favorably of you over time with strong on-site content supported by off-page validation focused on your brand attributes that matter the most.
\nI also think the Semrush AI Competitor Research tool is one of the best in this space.
\nGreat for finding gaps in prompts where your competitors have strong presence in but where you might be lacking.
\nWith AI search quickly becoming a parallel discovery engine alongside traditional SEO, it's imperative to think about your content both from the point of view of users and LLM models.
\nAnd you can only take the right steps for LLM optimization if you know how you're being spoken about by different AI platforms. It's why you need a tool like Semrush Visibility Toolkit to know areas where you're excelling and discover the gaps for strengthening your position in AI-generated responses.
\nAhrefs Brand Radar offers many of the same features as Semrush. But it also goes ahead of Semrush in many ways, while lacking in some.
\nThe dashboard is quite similar to Semrush in some of the data you get here. This is where you'll find the visibility metrics of mentions and shares to make sense of your AI search performance.
\nYou can also perform competitor analysis by finding prompts where your competitors are mentioned but you are not.
\nAhrefs handles this differently than Semrush since there's no dedicated competitor research report. Instead, you'll have to use filters to find competitive gaps within the Topics report.
\nThis is just a different way of accessing competitive intel, but I find Semrush more intuitive with this.
\nAnother drawback is that Ahrefs doesn't yet have sentiment analysis.
\nHowever, I really like the Topics report in Ahrefs. It's got some really handy filters, such as phrase match which you can use to find a specific topic you want to check your visibility metrics for.
\nYou can drill down topics to a deeper level for precise analysis to a greater degree with Brand Radar than Semrush AI Visibility Toolkit.
\n| SEO Audit Tool | \nBest For | \nPricing | \nWho Should Use It | \n
| Semrush Site Audit | \nTechnical SEO audits to find and prioritize sitewide issues; page-level optimization ideas for content, strategy, keywords and more | \n$117.33/mo (Included in the SEO Toolkit) | \nSEOs, webmasters, and site owners | \n
| SEOptimer | \nFast, easy-to-read audits with clear explanations across on-page, links, usability, performance, and social | \n$29/mo | \nBudget-conscious users and small businesses | \n
| Google Search Console | \nMonitoring search performance; diagnosing indexing, crawlability, and redirect issues | \nFree | \nAll site owners and SEOs who want direct data from Google | \n
Semrush's Site Audit tool scans a website for technical issues and provides guidance on how to address them.
\nFor starters, configure Site Audit and let it crawl your domain.
\nOnce the audit is complete, Semrush will give you a broad summary of your site health.
\nThis is based on a bunch of checks, such as HTML structure, crawlability, internal links, content optimization, and AI search bot access rules, and more.
\nIn addition to classic website health, Semrush also analyzes your website's AI search health.
\nIt's especially useful to see whether AI search bots are allowed on a website or blocked when you're first taking on an SEO project for a new client website.
\nSemrush also checks websites for llms.txt.
\nEven though the usefulness of an llms.txt file is still debated among SEO professionals, it's still a good idea to use it in case it assists AI crawlers to scan your pages.
\nPlus, it's not difficult to add an llms.txt file to your site.
\nYou can start tackling the discovered issues by clicking the \"Issues\" tab to see a list of specific problems affecting your website.
\nThis page displays:
\nFirst, check the technical issues listed under \"Errors.\"
\nClick \"Why and how to fix it\" next to any issue to find out what it means and what steps you can take.
\nClick the error itself to see which pages contain that error.
\nAddress each issue one by one to improve your site’s SEO and UX. Start with the errors first, then work your way through the warnings and notices.
\nFurther reading: How to Perform a Technical SEO Audit in 10 Steps
\n[cta:trafficanalytics]
\nSemrush also has a separate On Page SEO Checker for analyzing your web pages to uncover areas for specific page-level improvements.
\nThe checker provides suggestions related to content, link building, user experience (UX), and more.
\nStart by configuring the tool for your domain.
\nOnce the setup is complete, review the \"Overview\" report to analyze the ideas and their potential impact.
\nOn Page SEO Checker will make recommendations for specific on page SEO elements that may need attention, such as:
\nWhere no recommendations are needed, the checker will provide a green checkmark and explanatory text.
\nAs you implement changes, use the \"Idea Tasks\" tab to monitor your progress.
\nI use the On Page SEO Checker after when I need to update a page that's undergoing content decay.
\nThe tool quickly surfaces different optimization opportunities that I can use to freshen up the page.
\nFor example, the On Page SEO Checker will tell you if the page suffers from issues like keyword stuffing or if your page is being cannibalized by another.
\nWith these insights, you can eliminate a lot of the guesswork about the exact changes you need to perform in order to cover existing gaps and weaknesses in your underperforming content.
\nFurther reading: On Page SEO: What It Is and How to Do It
\nSEOptimer is an SEO audit and reporting tool.
\nIt checks your website for issues across five main areas:
\nFor example, it detects missing title tags, poor keyword use, thin content, etc.
\nWhere it finds potential issues, the tool provides high-, medium-, and low-priority recommendations for improvement.
\nEach section of the audit includes clear explanations and suggestions for improvement.
\nSEOptimer's main appeal is the speed with which it completes audits.
\nThe presentation of the audit result is visually satisfying and easy to read. The reporting really elevates the user experience.
\nBesides, the reasonable price point of $29/mo is quite inviting.
\nApart from its speed and presentation, the audits you get with SEOptimer aren't unique or special. It's still a very good tool, just not something that stands out beyond secondary attributes like pricing.
\nGoogle Search Console (GSC) monitors website performance in search results.
\nIt can also detect technical SEO issues, such:
\nThe \"Overview\" page supplies a high-level look at a website.
\nIn the “Page indexing” report, you can see the number of pages Google has indexed on your site.
\nScroll down to see why some of your pages aren’t indexed. Reasons may include:
\nThere are many potential reasons why a page might not be indexed. Note that it is common for some pages on a website not to be indexed.
\nClick on each issue to see the affected pages.
\nThere’s a \"Learn More\" button you can use to gain a better understanding of a given problem.
\nGSC also enables you to:
\nFurther reading: Google Search Console Errors: Identifying and Fixing Them
\n| Competitor Analysis Tool | \nBest For | \nPricing | \nWho Should Use It | \n
| Semrush | \nAnalyzing competitors’ ranking keywords, top pages, and estimated traffic; finding keyword gaps, backlink opportunities, and AI visibility gaps | \n$165.17/mo (Included in the Semrush One subscription) | \nSmall Biz, agency, enterprise | \n
| Ahrefs | \nCompetitor keyword discovery with SERP-based intent analysis; finding content gaps vs. competitors. | \n$129/mo | \nSmall Biz, agency, enterprise | \n
| SE Ranking | \nComparing keywords and SERP features; filtering by SERP features to spot opportunities. | \n$52/mo | \nSmall Biz, agency | \n
Semrush's Organic Research tool lets you analyze competitor keyword rankings.
\nYou can also check competitors’ top pages and the estimated amount of traffic they receive.
\nTo start:
\nNext, click the \"Positions\" tab to see a list of the competitor’s ranking keywords.
\nThe table will provide:
\nThis data is superb for SEO. It reveals the top keywords that are driving traffic and business value to your competitors.
\nAnd if these keywords are working for your competitors, they can also work for you if you do a good job of covering them.
\nEvaluate the list to see whether there are keywords your website should target.
\nTo find options that have a decent number of monthly searches:
\nThis refines the list to show only keywords with at least 100 monthly searches.
\nLook at relevant terms for which you can create content. If done right, you could outrank the competition.
\nFinally, click the \"Competitors\" tab to see who your main SERP competitors are.
\nThis list could reveal competitors you don’t already know about!
\nKeyword Gap
\nSemrush's Keyword Gap tool is part of the SEO toolkit.
\nIt lets you find keywords that a group of competitors are ranking for but where you're either underperforming or completely out of the picture.
\nIn other words, it's the perfect place to scope out opportunities where you can win.
\nScroll down to the table.
\nOn the “Shared” tab, you will see ranking keywords for each of the analyzed domains.
\nAs for the other tabs:
\nRefine your content strategy to incorporate these opportunities and beat your competition in the SERPs.
\nFurther reading: Keyword Gap Analysis: What It Is & How to Do It
\nBacklink Gap
\nSemrush's Backlink Gap tool lets you compare your backlinks to competitors.
\nBacklinks are links from other websites to your own. Backlinks from authoritative sources can indicate trustworthiness to visitors – and to Google.
\nWell-placed backlinks can also drive referral traffic.
\nTo find backlink gaps:
\nClick “Best” at the top of the table to see websites that link to competitors, but not to your website.
\nBy default, the list is sorted from highest Authority Score (a metric that indicates how reputable a website is) to lowest.
\nThose with the highest scores are likely to have the greatest impact on your SEO.
\nClick on the numbers under each competitors' domain to see backlinks from a specific source.
\nOpen the source page to see where the backlink is located on the page, along with surrounding text.
\nYou may be able to reach out to the website owner to ask if they would be willing to link to your content instead.
\nOther sections of the report provide additional information. For instance, \"Weak\" domains link to your competitors more often than they link to your site.
\nFrom any tab, check the boxes next to the domains you’re interested in contacting. And click \"+ Start outreach\" to send them to Semrush's Link Building Tool.
\nFurther reading: How to Find Your Competitors’ Backlinks: A Step-by-Step Guide
\nAhrefs has several features for competitor analysis, such as the Organic Keywords report that lets you see all the ranking keywords for a given domain (yours or your competitor's).
\nIf you're familiar with the Semrush Organic Research tool, you'll find a lot of similarities between that and Ahrefs Organic Keywords tool.
\nThere are minor important differences that are worth mentioning. For example, Ahrefs has a smart feature that can perform an intent analysis for a given keyword based on the first page of the results.
\nIt's a useful AI feature that I find more helpful than the simple intent categorizations into information, transactional, and so on.
\nFor comparing keywords with your competitors, you can use the Ahrefs Content Gap tool.
\nThe Content Gap tool helps you find the keyword opportunities you're missing based on your competitor's ranking performance.
\nWhile the data is great, I find Ahref's Content Gap a little less user-friendly than Semrush Keyword Gap.
\nThat's because Semrush shows you a bunch of single-click filter options that instantly show you different kinds of keywords: shared, untapped, unique, weak, missing, and more.
\nIt's possible to discover these keywords with Ahrefs as well but it takes more effort to dial in the right filters.
\nSE Ranking provides keyword comparison data for up to 3 competitors. It gives you a decent summary about keywords and how they compare with your competitors.
\nThe tool also tracks a wide range of SERP features. You can also filter your keywords by SERP features, which is a great way to discover missing AIO opportunities, for instancel.
\nThe inclusion of SERP features in this report is a great touch because I can compare SERP features one-to-one with 2 other competitors at the same time.
\nIt's something that's missing in both Ahrefs and Semrush.
\nThat said, SE Ranking is also missing some important filters that Semrush and Ahrefs offer.
\nThe one that stood out immediately to me is that you can't filter keywords by position.
\nWith Semrush, you can filter by keyword positions for your domain, your competitors, or ALL domains. That level of precision is powerful when you want to look at keywords shared by multiple competitors at specific positions on Google SERP.
\nRegardless, SE Ranking is a fine tool for competitor research that offers actionable data for keyword and topic planning.
\n| SEO Audit Tool | \nBest For | \nPricing | \nWho Should Use It | \n
| Semrush Backlink Analytics | \nEvaluating any site’s backlink profile; auditing broken links; end-to-end link outreach | \n$117.33/mo (Included in the SEO Toolkit) | \nSmall biz, agencies, and enterprise | \n
| Linkody | \nBacklink monitoring with new/lost link tracking, anchor text/status insights, and competitor backlink research. | \n$14.9/mo | \nSmall biz, agencies, and enterprise | \n
| Respona | \nAutomated link outreach with strategy templates, verified contact discovery, and multi-step email sequences. | \n$198/mo | \nAgencies and enterprise | \n
Semrush's Backlink Analytics tool lets you evaluate the backlinks to any website.
\nYou can also use it to identify backlinks you’ve lost that you might want to reclaim.
\nTo begin:
\nUnder the default \"Overview\" tab, you'll see the number of domains linking to your site, the total number of backlinks, etc.
\nClick the \"Backlinks\" tab for in-depth insights.
\nThe \"Lost\" report reveals backlinks you once had that have disappeared. You may be able to ask the website owners if they can restore those links.
\nThis tool is also great for discovering prospects based on a competitor’s backlink profile.
\nBacklink Audit
\nSemrush's Backlink Audit tool evaluates your backlink profile to see where you can improve.
\nConfigure the Backlink Audit tool to get started.
\nOnce it’s ready, you’ll see lots of useful data such as your broken backlinks.
\nThese are the links on your site that are no longer working, even though another website is linking to these.
\nYou can either set up redirects pointing to a live page that also matches the context of the source link.
\nOr you can contact the website to replace the broken link with a new one for your site.
\nEither way, fixing your broken links is very important. Otherwise, you're losing valuable linking power that could influence your rankings and search visibility.
\nApart from broken links, Backlink Audit alos helps you find toxic backlinks.
\nNote: Google no longer actively penalizes sites for toxic links. In most cases, it will just ignore your spammy links. Google's John Mueller also advises against disavowing links. So if you have a lot of toxic links, focus on creating better links in the future and ignore your existing toxic links.
\nYou should only disavow links if you've received a manual penalty that explicitly instructs you to disavow certain links.
\nLink Building Tool
\nSemrush's Link Building Tool allows you to find, research, and contact link-building prospects.
\nSimply add your domain and click \"Start Link Building.\"
\nFollow the prompts to set up your project.
\nThen, connect your email account by clicking “Add” next to “Mailbox:” under your domain name at the top of the page.
\nWhen the tool is ready, click the \"Prospects\" tab to discover link-building opportunities.
\nReview the list and pay close attention to the “Rating” column.
\nThis column displays a score (up to 5) that indicates each link’s quality and accessibility. The higher the score, the better.
\nSelect the prospects you want to reach out to and click \"To In Progress” at the top.
\nOnce you’ve identified your prospects, click the \"In Progress\" tab at the top of the page to access your prospect list.
\nClick the \"Contact\" button next to each URL to message the domain owners.
\nA window will open that lets you craft your outreach email directly within the tool.
\nAfter you’ve begun your campaign, use the \"Monitor\" tab to keep track of your progress.
\nFurther reading: 16 Best Link Building Tools for 2024 [Free + Paid]
\nLinkody is a backlink monitoring tool.
\nYou can use Linkody to:
\nFor instance, you can check existing backlink status, anchor text, and other data.
\nThe tool will also display competitor links, helping you find potential prospects.
\nLinkody tracks new and lost backlinks over a specific period. This data will appear on your dashboard.
\nRespona simplifies and automates the entire outreach process to help you acquire strong links with less than half the effort.
\nThe process flow is beautifully designed. You start with a template for most kinds of link-building strategies, such as finding top domains linking to a competitor's skyscraper content.
\nOr get featured in a top 10 listicle. There are many more templates to choose from depending on the kind of resource you're looking to acquire links for.
\nOnce Respona finds relevant domains that are highly likely to link back to you, it lets you create an email sequence.
\nBut the most convenient feature is that it will find the most relevant contacts from a target website as well.
\nAnd I'm not talking about official company email addresses from the contact forms. Respona offers several contact finding algorithms that can surface the author of the article or someone else at the company matching your given job title and seniority level.
\nIn my testing, I found Respona to be quite accurate. It pulls verified emails and LinkedIn handles for people best matching your requirements.
\nThe only drawback is that the pricing can be a bit steep, starting at $198/mo.
\nSo if you're an emerging website with a limited budget, a more budget-friendly option is to use all-in-one SEO tools like Semrush that also include decent link building tools.
\nChoosing the right SEO tools simplifies all your SEO efforts.
\nSemrush is a great place to start, giving you start-to-finish tools for comprehensive SEO management as well as AI visibility tracking.
\nYou also can't go wrong with Ahrefs, whether you're looking for conventional SEO features or opportunities for enhancing you AI search presence.
\nSign up for a Semrush account today to get started.
\nAnd if you need a hand keeping up with the newest developments in search engine optimization, subscribe to this handpicked list of SEO newsletters that we enjoy.
\nBusinesses of all sizes are adapting their marketing strategies as consumer behavior continues to evolve.
\nAnd new technology (like generative AI) may change how content is produced.
\nWith that, here are the most important marketing trends over the next 24 months.
\n[cta:trends]
\nNo new platform or technology is impacting the marketing space in 2025 more than generative AI.
\nIn fact, marketers are already using AI tools to create content, brainstorm campaigns, and improve overall efficiency.
\nIt's given rise to a whole new philosophy of \"vibe marketing\".
\nOne study found that 73% of marketers already use AI tools on a regular basis.
\n
AI is already a mainstay in many marketing departments in the US.
Notably, Google searches for \"AI marketing tools\" have increased by 967% over the past 24 months.
\n
Search volume for \"AI marketing tools\" since late 2022.
Here are a few practical ways that AI is being used for marketing:
\n1. Ideation and brainstorming: ChatGPT and other LLMs can help come up with ideas for new campaigns, ad creatives and more.
\n2. Content creation: User-friendly platforms like Midjourney and DALL-E make it so any member of a marketing team can create ad copy or even social media images.
\n
Example of a marketing image created with DALL-E.
3. Campaign analysis: Analyzing campaigns once tool days or weeks. Much of this work can now be done in minutes with generative AI. For example, marketers can upload a spreadsheet of an email campaign containing data like open rates, click-through rates and sales. And within minutes understand which messages and user segments performed the best.
\n4. Predictions and forecasting: With the right data, AI can help forecast future consumer interests and demand.
\nIn 2025, expect AI usage to expand into new use cases (like automated A/B testing, AI influencers and campaign management).
\n5. Content planning and optimization
\nContent markers are increasingly using AI to outline, update, and optimize content. In SEO, LLMs can be used for topic clustering and keyword planning.
\nThe introduction of AI in search engine results has huge implications for websites relying on organic traffic.
\nInterest in the search term \"answer engine optimization\" skyrocketed in November 2024.
\nAnd this trend is continuing to rise rapidly in 2025.
\n
Search interest for \"Answer engine optimization\" has been climbing since late 2024.
There are a few reasons behind this.
\nFirst, AI Overviews have spiked in frequency since the March 2025 Google Update.
\nIn a recent analysis, Mark Williams-Cook used 155,000 queries and found 80% of them triggering AI Overviews in Google.
\nGoogle also started experimenting with a new AI Mode integrated into Google search. This appears as a separate tab at the top of SERPs.
\nIn AI Mode, Google is using a custom version of Gemini 2.0 which aggregates information from multiple related searches for more comprehensive results.
\nThe results are a combination of AI-generated text, citations, web links, and images.
\nAlthough AI Mode displays web links to sources it considers helpful, it's likely to hurt clickthrough rates for websites similar to how AI Overviews are eating away clicks from websites.
\nAI Mode looks all set to be one of the most challenging trends that organic marketers will have to tackle in 2025 and beyond.
\nDespite being a household name with over 1 billion users, TikTok is still seeing significant growth.
\n
Searches for “TikTok” have increased by 1,825% in 5 years.
In fact, TikTok added over 200 million new users in 2023 Q4 alone.
TikTok's user base is still on the rise.
Many marketers see TikTok as a GenZ-only platform. Others are unsure of how to promote their brand with short-form video content.
\nIn the coming months, expect more businesses do all-in with TikTok simply based on the sheer number of active users on the platform.
\nTikTok also boasts incredibly high user engagement levels.
\nRecent developments show that TikTok is putting focus on businesses and their marketing needs.
\nFor example, TikTok's ad platform now directly competes with giants like Google and Meta.
\n
Searches for “TikTok ads” have increased by 8,100% in 5 years.
Like with major ad players, TikTok now allows dozens of ad targeting \"dimensions\", including:
\nAnd we're starting to see nationwide brands to add TikTok to their marketing mix.
\nFor example, Petco ran a large-scale UGC campaign on TikTok that reached 67 million people.
\n
Example of a large brand using TikTok ads.
In the US, the continued threat of a TikTok ban saw users flock to RedNote.
\nThe Trump administration has extended the deadline for the TikTok ban, but it could disrupt TikTok's place in the market starting from the second half of 2025.
\n
Searches for \"personalized marketing\" have doubled over the last 5 years.
More and more companies are using data to create deeper personalized interactions between their brand and their audience.
\nIn fact, 80% of consumers are more likely to purchase if there’s personalization involved in the customer experience.
[cta:market]
\nMore than 36% of consumers say they want a more personalized shopping experience, but “data debt” is a problem.
\nAnd it seems that consumers are not suffering from a lack of trust.
\nOne report showed that 90% of shoppers are willing to share data about themselves if it means they’ll get a cheaper or easier shopping experience.
\nOne example of personalization: Crate and Barrel offers a “view in my room” feature on their website.
\n
View my room uses basic AR technology to simulate how furniture would look in a customer's room.
Thanks to augmented reality, consumers can scan a QR code to see a piece of furniture come to life in their very own home.
\nNetflix is constantly pushing the limits of personalization.
\nThe company’s “recommended” algorithm is so accurate that 80% of viewing choices come from their recommendations with only the remaining 20% of viewings coming from a subscriber’s search.
\n
Netflix is one of many companies combining artificial intelligence and big data to provide highly personalized recommendations.
While there are multiple ways to personalize digital marketing efforts, only 10% of businesses use any personalization strategies beyond that.
\nMcKinsey, a global consulting firm, predicts that “offline person-to-person experiences will be the next horizon for personalization”.
\nThey suggest that advanced analytics and AI-enabled tools will drive the change.
\nEven though the full impact of AI-driven personalization is yet to be seen, companies that are using the marketing strategy are seeing a huge impact.
\nThe Rise of Personalized Commerce study showed that 70% of businesses that used AI personalization reported seeing a 200% ROI from it.
\nThe inventor of the hashtag, Chris Messina, was recently quoted: “Instagram is set on colonizing the bleeding edge of where commerce is going”.
\nThe platform has released several new e-commerce features, and the app continues to attract a massive audience - a win-win for marketing professionals in 2025 and beyond.
\nAs of February 2025, Instagram has more than 2 billion active users.
\nThose millions of users are on Instagram for more than just sharing photos with their friends.
\nIn fact, one large study showed that 36% of users follow brands and companies on the app.
\nInstagram itself reports that more than 200 million users visit at least one business profile daily.
\n
Instagram's internal data shows that users regularly interact with businesses on the platform.
In many ways, Instagram has become a one-stop shop for digital marketing.
\nBusinesses can gain followers, build their brands, and sell their products right on the app.
\nAs one marketing agency puts it, “[Instagram keeps] making it easier for brands to attract new audiences and move existing consumers down the sales funnel, all within one platform”.
\nThis path to purchasing comes into play in several different ways, making it easier than ever for marketers to convert followers into sales.
\nUsers can shop on Instagram’s reels, live broadcasts, posts, and stories, and through a store link in a business’ bio.
\nOf course, most marketers take advantage of Instagram ads, too.
\n
Google searches for \"Instagram ads\" have increased by 22% in 5 years.
One survey showed that 29% of businesses spend the majority of their social ads budget on Instagram.
\nMore than 20% of the respondents also said they see the best ROAS on Instagram.
\nProjections show that US businesses were expected to spend a total of $9.1 billion on Instagram ads by the end of 2024.
\nInfluencer marketing is no longer \"the next big thing\" in the marketing space.
\n
Despite a recent drop-off in searches for “influencer marketing”, the search term has still grown over the past decade.
In fact, influencer marketing is now a mainstay channel for small and large brands.
\n(Especially in B2C)
\nIn fact, influencer marketing spend was expected to reach $35 billion by the end of 2024.
\nFor many businesses, the strong ROI makes influencer marketing a smart choice.
\nIn one survey, 48% of marketers said that influencer marketing has a better or much better ROI than other marketing channels.
\nAnother survey reported that, on average, influencer marketing provides $5.20 of value for every dollar spent.
\nBig businesses have seen recent success with mega-influencers.
\nFor example, Dunkin’s partnership with TikTok influencer Charli D'Amelio reportedly resulted in a 20% increase in cold brew sales and a 57% increase in downloads of the Dunkin' app.
\n
Dunkin's campaign with Charli D'Ameli led to significant real world results for the brand.
Dunkin’ partnered with several micro-influencers, showing that companies using this marketing strategy are using different influencers for different purposes.
\nOverall, the campaign reached more than 1 million people on Instagram and boasted a 5.2% engagement rate.
\n
Searches for “micro influencers” has been rising steadily.
One important trend that accompanies the drive for authenticity on social media is the rise of user-generated content (UGC).
\n
Search engine interest for \"user generated content\" has doubled over the past 5 years.
The American Association of Advertising Agencies reports that 96% of consumers don’t trust ads.
\nBut, a recent study found that 93% of marketers agree that consumers do trust content created by real people.
\nFor example, Vitamix runs a \"smoothie of the year\" campaign that features smoothies made with the product.
\n
Vitamix is one of many major brands focused on UGC.
Brands can also use UGC to promote social causes and increase engagement among their social followers.
\nClothing company Aerie started the #aeriereal hashtag, encouraging their customers to post unfiltered images of themselves on Instagram.
\n
Search growth for the term \"video marketing\" over the last decade.
HubSpot has named video marketing as “one of, if not the, most important marketing trend today and likely for the next 5-10 years”.
\nTo see the dominance of video, you don’t need to look any further than YouTube.
\nThe platform reports that more than 500 hours of content are uploaded every minute.
\nHowever, YouTube is now one of many video-first social media platforms.
\nInstagram, TikTok and even X (formerly Twitter) are becoming video-first platforms.
\nAnd marketers are starting to take notice by making video the focus of their campaigns.
\nWyzowl reports that, in 2024, 91% of businesses use video as a marketing tool.
According to one industry study, nearly every business now invests in video content.
The stats regarding video content on social media are especially convincing.
\nFor example, Instagram Reels significantly outperform other content types on the platform.
\n
When it comes to user engagement, Reels get more engagement than non-video posts.
There is a sweet spot in video marketing, though.
\nData shows that short videos are the most popular, and the definition of “short” gets shorter and shorter every year.
\n(Largely thanks to TikTok and YouTube Shorts).
\nToday’s industry rule is that marketing videos should be no longer than 2 minutes.
\n
Search interest in “Google lens” has been on a steady climb.
Thanks to AI, visual search is finally here.
\nRight now, incorporating visual search into marketing strategies is an emerging marketing trend.
\nIt’s something that advertisers have focused on, but an article from London-based publisher Raconteur stated that only 8 percent of specialty retail brands have integrated a photo search capability into their apps.
\nThe image recognition market is expected to grow to $53 billion by the end of 2025.
\nAnd a study reported that 35% of marketers were planning to optimize visual search in the near future.
\nThere is plenty of demand for visual search among consumers.
\nOne report showed that 74% of consumers say text-based searches are “inefficient” for their needs.
\nMillennials, especially, want visual search capabilities - 62% want to use it more than any other new technology.
\nGoogle Lens is one of the most popular visual search apps available.
\n
Google Lens is steadily growing.
Pinterest Lens might be even more impressive.
\nIt can recognize more than 2.5 billion objects.
\nTheir platform can take consumers directly from visual search to purchasing.
\nTwo other examples of the trend: Amazon has StyleSnap, which uses visual search and several other parameters to recommend items to consumers.
\nAnd, Snapchat’s visual search goes as far as to recognize food packaging and wine labels.
\n
Snapchat's visual search feature.
Visual search marketing is especially prevalent in the fashion and furniture industries.
\nASOS’s app allows users to take a photo and the platform will automatically find the product or recommend a different product that matches the style of the item in the image.
\nVisual search doesn’t stop there - it’s also being used by NAPA Auto Parts stores.
\nTheir “Drop & Find” kiosk captures an image of a part, matches it to one in its AI system, and provides instant information on where a customer can find that exact part in the store. The system recognizes 5,000 parts and finds the customer an exact match 90% of the time.
\nAnd just last year, OpenAI's GPT-4o model was specially engineered with robust vision capabilities as a core use case.
\nAs consumers shy away from watching traditional television, companies are spending their ad budgets elsewhere.
\nYouTube is quickly becoming an advertising giant.
\n
Search volume for “youtube ads” has grown 126% over the past 5 years.
The platform’s global revenue is up to over $8 billion per quarter.
\nThe Social Media Examiner reports that 52% of marketers are currently using YouTube and more than half of marketers want to learn more about YouTube ads.
\nDigital marketers who use YouTube ads have the potential to reach 1.7 billion unique visitors every month.
\nThese ads are also relatively cheap, too — $.03 to $.30 per impression.
\nGrammarly, a cloud-based typing assistant with 30 million users, utilized YouTube’s full-funnel ad strategy with a dual focus on long-term brand building and new customer acquisition.
\nThe result was a 9% higher ROI compared to awareness advertising alone and a 13% increase in conversions with the same ad budget.
\n
Grammarly saw an improved conversion rate when running YouTube ads in 2021.
Digital marketers at Kayak, a popular travel booking site, launched a series of humorous ads on YouTube. The goal was to inspire people to get back to traveling after the pandemic. The ads aired on YouTube’s connected TV.
\n
Kayak’s ad campaign took advantage of YouTube’s broad reach in order to target potential travelers in the United States.
The campaign was able to reach 1 in 4 US adults in just one month and conversion rates increased by 7.5%.
\n[cta:trafficanalytics]
\nIn order for digital marketers to personalize content and target ads at consumers, they need data. But, very soon, that data may be hard to come by.
\nConsumers are becoming increasingly concerned about privacy.
\n
Search volume for “data privacy” have doubled over the past 5 years.
Nearly three-quarters of Americans are “very concerned” or “extremely concerned” about their online privacy and 42% of individuals are not comfortable receiving personalized ads.
\nThe Pew Research Center reports that more than 80% of Americans feel that the risks of companies collecting data on them outweigh the benefits.
\nA recent Google survey showed that 73% of people use online tools in order to protect their privacy.
\nAmidst this consumer concern, Apple and Google are phasing out third-party cookies, one of the main ways companies collect data on consumers.
\nNow, digital marketers are revamping their data collection strategies and aiming to gain back consumer trust.
\n
Advertisers who can deliver the transparency consumers demand can expect to see an increase in data willingly exchanged by the customer.
This could negatively impact the bottom line if marketers aren’t able to pivot efficiently.
\nMcKinsey suggests companies that can’t land on an effective data strategy could end up paying as much as 20% more on marketing and sales to generate the same results.
\n
A research report from McKinsey draws the conclusion that “a strong, trust-based relationship with customers may be the key to a sustainable, effective data strategy.”
One alternative for marketers who used to rely on third-party cookies is first-party data. That’s data a company collects directly from its customers.
\nSearch Engine Journal reports that 36% of marketers say data on customer purchase history will be the most valuable first-party data going forward. Other valuable sources of data include social media profiles, website registrations, survey responses, and mobile app usage.
\nThere are clear benefits to first-party data.
\nIt’s cheap to collect. It’s owned by the company. It’s accurate, and it can be used to strengthen relationships with customers.
\nCollecting and capitalizing on first-party data can help marketers drive business value.
\nProperly integrated first-party data has been shown to generate double the revenue from a single ad placement or communication. Plus, it can potentially result in a 1.5x improvement in cost efficiency.
\nIn simple terms, the metaverse was dubbed to be a game changer for consumers.
\n(To the point where Facebook's parent company rebranded to Meta).
\nIt’s a place where people can live a digital life through augmented reality (AR) and virtual reality (VR). Although it’s still in early development, tech experts are conflicted to whether the metaverse will be a place where people play, party, and socialize in the coming years.
\nSo far, reality never really lived up to the hype.
\n
Searches for \"metaverse\" have steadily declined since peaking in 2022.
In 2023, it was predicted that 110 million people would use AR at least once per month.
\n
The number of people using was projected to grow. But it's unclear whether this trend has legs.
But those projections never panned out.
\nCurrently, the metaverse is more of a vague concept than a channel that marketers can target.
\nHowever, there are a few examples of metaverse marketing panning out.
\nFor example, Gucci.
\nThe fashion retailer launched a limited-time-only Gucci Gardens in Roblox, a metaverse version of the brand’s real-life Gucci Garden Archetypes in Italy.
\n
In Gucci Gardens, people could mingle with other avatars, explore the space, and purchase digital products.
More than 19 million people visited the space.
\nOnce there, they could purchase Gucci accessories that ranged in price from $1.20 to $9. More than 4.5 million items were sold.
\nThe mega hit video game Fortnite has seen millions of people show up for virtual events (drawing over 12 million people).
\nDigital marketers are listening as consumers call for more diversity, equality, and inclusion.
\nA survey from Abode found that 61% of US consumers say diversity in advertising is important.
\nIn fact, Adobe reported that more than one-third of LGBTQ+, African-American, and Millennial consumers said that a brand’s efforts to show diversity has a major impact on their likelihood to purchase products or services from that brand.
\nAnother study found that brands with the highest diversity scores have an 83% higher consumer preference.
\nIn one study of Gen Z consumers, 70% of individuals reported being more trusting of brands that represent diversity in their marketing.
\n
Inclusive advertising and marketing is especially important to Gen Z.
But, only 29% of non-white individuals believe their race is accurately represented in advertising.
\nMost consumers especially see digital marketing efforts as lacking diversity.
\nWhen asked about which media portrays the most diversity in advertising, 43% of consumers said network TV. Only 20% said social media and only 9% said digital ads.
\nLeading digital marketers are taking steps to ensure their brands meet diversity and inclusion goals.
\nThe vast majority believe that inclusivity in marketing is important: 93% agreed with this statement in a recent survey.
\nNearly 90% of marketers agree that there’s room for growth when it comes to using diverse images in marketing campaigns.
\nThoroughly researching the target audience, using inclusive language, and featuring diverse imagery are a few ways digital marketers are adjusting their strategies. Many brands are also partnering with minority-owned businesses in order to make their marketing more inclusive.
\n
Digital marketers are looking at a pathway like this one as they work toward inclusive representation.
Procter & Gamble provides one example of a successful initiative aimed at diversity in marketing.
\nThe corporation’s “Widen the Screen” video series aims to expand and elevate Black voices. The initiative has created partnerships with Black creators in film, television, and advertising with the goal of confronting prejudice.
\nOreo is another brand that’s been committed to LGBTQ+ inclusion for the past several years.
\nThey partnered with PFLAG, an organization dedicated to advocating for LGBTQ+ rights, to launch the #proudparent campaign.
\nThey utilized filters on Instagram, Twitter ads, and a dedicated website in their marketing.
\nThe campaign was a huge success, especially on social media. It produced 315 million impressions and 2 million engagements.
\nOne digital marketing strategy that combines a few of the trends already on this list is the use of chatbots.
\n
Search volume for “chatbot” is growing, up 219% in the past 5 years.
AI-powered chatbots combine the personalization consumers crave with the technology of the future.
\nA survey of US adults found that 40% of US consumers are interested in using chatbots. It also reported that 80% of consumers who have interacted with a chatbot had a positive experience.
\nDigital marketers are using chatbots in a variety of ways: driving people through the sales pipeline, answering questions, and pointing consumers to specific products.
\nIn one survey of B2B marketers, 82% say AI chatbots are a very valuable asset in their current sales and marketing strategy.
\nChatbots can be a helpful tool for building trust with consumers, too.
\nFacebook reports that 69% of Americans who have messaged a business say that messaging capability makes them feel more confident about the brand.
\nInsider Intelligence expects this technology to be incredibly valuable in the future.
\nBy 2024, customer retail spending via chatbots was forecasted to hit $142 billion. That’s compared to just $2.8 billion in 2019.
\nWhatsApp, a platform that boasts 2 million global users, is one of the most popular ways in which businesses deploy chatbots to achieve their marketing goals.
\n
With WhatsApp, businesses can meet customers where they are and build long-lasting customer relationships.
Marketers can use the app platform to share reminders with customers, take advantage of cross-selling opportunities, and deliver hyper-relevant promotions.
\nTata Cliq, a luxury ecommerce brand based in India, launched a chatbot marketing and sales campaign through WhatsApp in October 2021.
\nThey achieved a 57% clickthrough rate in their WhatsApp communications and attributed $500k in sales to the app during one month. Their ROI was 10x higher than with conventional marketing channels.
\nFacebook Messenger remains one of the top platforms for chatbots.
\nThere are more than 300k active chatbots on Messenger and more than 8 billion messages go between businesses and consumers each month.
\nSharkey’s Cuts For Kids, a franchised kids’ hair salon in Odessa, TX, used a Facebook Messenger chatbot to drive excitement for its grand opening.
\n
Using chatbots on Facebook Messenger can drive leads and conversions for local businesses.
Facebook users messaged Sharkey’s in order to enter a giveaway and provided their information to the chatbot. In return, they received a voucher for the grand opening. The chatbot was also able to prompt users to make an appointment and sign up for reminders.
\nSharkey’s generated more than 100 appointments for opening day and reduced their cost-per-acquisition by 58% when compared to other franchise grand openings.
\nThat wraps up the top trends driving marketing in 2025 and beyond.
\nSocial media platforms continue to roll out features for businesses, but consumers are demanding more authenticity and personalization from businesses.
\nBrands that can find the right balance between paid marketing and digital word-of-mouth directly from their customers are poised to be the most successful in the coming years.
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\n","summary":"Businesses of all sizes are adapting their marketing strategies as consumer behavior continues to evolve in 2025. Social media is a hot spot for marketers, but which platforms will be the most useful in the coming years? Where will consumers look for information about new brands? And, how can marketers ...","seo_title":"13 Top Marketing Trends (2025)","meta_description":"Read to learn more about the trends marketers pay attention to and the changes that are being driven by consumers.","featured_image_alt":"Marketing Trends Blog Post Image","url":"https://explodingtopics.com/blog/marketing-trends","featured_image":"https://cdn.buttercms.com/output=f:webp/bXcM0W5SRdVPLkaw7ZXw","author":{"bio":"Josh is the Co-Founder and CTO of Exploding Topics.\r\n\r\nJosh has led Exploding Topics product development from the first line of code in 2019, to the fully featured trends platform it is today.\r\n\r\nPrior to Exploding Topics, Josh worked at various other early-stage tech startups and has a Masters in Computing Science from Imperial College London.","slug":"josh-howarth","email":"josh@explodingtopics.com","title":"Co-Founder & CTO","last_name":"Howarth","first_name":"Josh","facebook_url":"","linkedin_url":"https://www.linkedin.com/in/josh-howarth-309b4074/","instagram_url":"","pinterest_url":"","profile_image":"https://cdn.buttercms.com/zeRcXajS1WfPs6J5tVBm","twitter_handle":"@howjosh"},"tags":[{"name":"featured","slug":"featured"}],"categories":[{"name":"marketing","slug":"marketing"}]}]}![\"A](\"https://cdn.buttercms.com/gC1bsNOsSQ63LaMV9QVq\")
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