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Overview

The Domain Organic Keywords block retrieves the organic keywords a domain ranks for from Semrush. Use it to analyze competitor keyword strategies, discover content opportunities, track ranking performance, and identify traffic-driving keywords.

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Configuration

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Domain (Required)

The domain or URL you want to analyze organic keywords for. Examples: 
https://www.hubspot.com/
https://salesforce.com
https://example.com/blog
You can reference placeholders from previous steps: {{step_1.output}} Tips:
  • Analyze root domain for all keywords
  • Compare competitor domains to find keyword gaps

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Number of Results

How many keywords to return. Range: 1-1000 Default: 10 Higher numbers give more comprehensive keyword lists. Use 100+ for full competitive analysis.

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Region

Select the regional database for keyword data. Default: United States Choose the region matching your target market. Different regions show different ranking positions and traffic estimates.

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Sort By

Choose how to sort the organic keywords results. Options: Organic Traffic (High to Low) - Default Shows keywords generating the most traffic first. Best for identifying highest-impact keywords. Position (Best to Worst) Shows highest-ranking keywords first. Best for analyzing ranking strength and top positions. Search Volume (High to Low) Shows keywords with highest search volume first. Best for finding popular search terms. CPC (High to Low) Shows keywords with highest paid search cost first. Best for finding valuable commercial keywords. Previous Position (Best to Worst) Shows keywords with best historical positions first. Best for tracking ranking changes over time. Position Change (Improved) Shows keywords with biggest ranking improvements first. Best for identifying momentum and SEO wins.

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Error Handling

Define what happens if the block fails to retrieve data. Options:
  1. Terminate Workflow: Stop execution immediately
  2. Continue Execution: Proceed to next step despite error
Select based on whether subsequent steps require the keyword data.

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Output Data

The block returns an array of keyword objects with detailed ranking metrics:

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Keyword

The search term the domain ranks for. Example: "hubspot"

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Position

Current organic ranking position. Example: "1" (Ranking #1) Lower numbers = better. Position 1-10 = first page results.

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Previous Position

Historical ranking position from previous measurement. Example: "1" (Previously ranked #1) Compare with current position to see ranking changes.

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Position Difference

Change in ranking position. Example: "0" (No change) Values:
  • Positive number: Ranking improved (moved up)
  • Negative number: Ranking declined (moved down)
  • 0: Position unchanged

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Search Volume

Monthly average search volume for the keyword. Example: "301000" (301,000 searches/month)

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CPC

Average cost per click for paid ads in USD. Example: "8.98" ($8.98 per click) High CPC indicates valuable commercial keywords.

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Url

The specific URL on the domain that ranks for this keyword. Example: "https://app.hubspot.com/login" Shows which pages drive rankings. Useful for:
  • Understanding content-keyword mapping
  • Identifying high-performing pages
  • Finding pages to optimize

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Traffic

Estimated monthly traffic from this keyword to this URL. Example: "74648" (74,648 visits/month) Calculated based on position, search volume, and CTR estimates. Shows keyword’s traffic contribution.

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Competition

Paid search competition density (0-1). Example: "0.58" (Medium-high competition) Scale:
  • 0.00-0.33: Low competition
  • 0.34-0.66: Medium competition
  • 0.67-1.00: High competition

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Number of Results

Total search results for this keyword. Example: "53900000" (53.9 million results) 12 months of search volume trends (normalized 0-1). Example: "0.66,0.66,0.66,0.54,0.66,0.66,0.81,0.66,0.66,0.66,0.66,0.66" Shows seasonal patterns and interest over time.

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Sample Output

[
  {
    "Keyword": "hubspot",
    "Position": "1",
    "Previous Position": "1",
    "Position Difference": "0",
    "Search Volume": "301000",
    "CPC": "8.98",
    "Url": "https://app.hubspot.com/login",
    "Traffic": "74648",
    "Competition": "0.58",
    "Number of Results": "53900000",
    "Trends": "0.66,0.66,0.66,0.54,0.66,0.66,0.81,0.66,0.66,0.66,0.66,0.66"
  },
  {
    "Keyword": "hubspot login",
    "Position": "1",
    "Previous Position": "1",
    "Position Difference": "0",
    "Search Volume": "110000",
    "CPC": "13.58",
    "Url": "https://app.hubspot.com/login",
    "Traffic": "27280",
    "Competition": "0.01",
    "Number of Results": "43800000",
    "Trends": "0.81,1.00,0.81,0.81,1.00,0.81,0.81,0.81,0.81,0.67,1.00,0.81"
  }
]

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Best Practices

  • Sort by Organic Traffic to prioritize highest-impact keywords
  • Request 100+ results for comprehensive competitive analysis
  • Compare your domain with competitors to find keyword gaps
  • Track Position Difference to monitor SEO performance over time
  • Focus on keywords with positions 4-15 for quick-win optimization
  • Analyze URLs to understand which content types rank best
  • Use CPC to identify valuable commercial keywords
  • Check Trends to avoid declining keywords
  • Export to sheets for team collaboration and tracking
  • Run regularly to monitor ranking changes and competitor movements

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Common Use Cases

Use CaseConfigurationKey Metrics to Watch
Competitive keyword researchCompetitor domain, 100 resultsPosition, Traffic, Keywords you don’t rank for
Content gap analysisYour domain + competitor domainsKeywords they rank for that you don’t
Traffic opportunity finderSort by Traffic, Position 4-15Traffic, Position, quick optimization wins
Ranking performance auditYour domain, sort by Position ChangePosition Difference, declining keywords
Content strategy planningTop competitor, 200 resultsKeywords, URLs, content types that work
Commercial keyword discoverySort by CPC, high positionsCPC, Traffic, commercial intent keywords
Page performance analysisSpecific URL, all keywordsTraffic distribution, keyword-content fit
SEO monitoring dashboardYour domain, scheduled runsPosition changes, traffic trends over time

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Understanding the Metrics

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Position Analysis

  • Position 1-3: Premium rankings, highest traffic
  • Position 4-10: First page, good traffic potential
  • Position 11-20: Second page, optimization opportunity
  • Position 21+: Low visibility, major optimization needed

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Traffic Estimation

Traffic is calculated from:
  • Keyword position
  • Search volume
  • Expected click-through rate (CTR)
  • Position 1 gets ~30% CTR, Position 10 gets ~2% CTR

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Position Difference Insights

  • Improved 5+ positions: Major SEO win, analyze what changed
  • Declined 5+ positions: Issue to investigate immediately
  • Stable (0-2 change): Healthy, maintained rankings
  • Volatile (frequent changes): Competitive keyword or algorithm updates

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CPC Value Indicator

  • High CPC + High position: You’re ranking for valuable keywords
  • High CPC + Low position: Opportunity for traffic/revenue
  • Low CPC: Informational intent, brand awareness value
  • $0 CPC: Pure informational, no paid competition

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Workflow Examples

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Example 1: Competitor Keyword Gap Analysis

  1. Domain Organic Keywords (Your domain): Get your keywords
  2. Domain Organic Keywords (Competitor): Get their keywords
  3. Code Block: Find keywords they have but you don’t
  4. Keyword Overview: Get full metrics for gap keywords
  5. Google Sheets: Export prioritized gap keywords

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Example 2: Content Optimization Pipeline

  1. Domain Organic Keywords: Get keywords at positions 4-15
  2. Loop Block: For each keyword
  3. Code Block: Calculate optimization priority score
  4. LLM Block: Generate content optimization suggestions
  5. Google Sheets: Create optimization task list

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Example 3: Traffic Attribution Analysis

  1. Domain Organic Keywords: Get all keywords (sort by Traffic)
  2. Code Block: Group by URL
  3. Code Block: Calculate traffic per page
  4. Google Sheets: Create page performance report

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Sorting Strategy Guide

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For Different Goals

Maximize ROI
  • Sort: Organic Traffic (High to Low)
  • Focus: Top 20 keywords
  • Goal: Protect and improve high-value keywords
Quick Wins
  • Sort: Position (Best to Worst)
  • Filter: Positions 4-15
  • Goal: Move keywords to page 1
New Opportunities
  • Sort: Search Volume (High to Low)
  • Filter: Positions 11-30
  • Goal: Target high-volume keywords you’re close to ranking for
Commercial Keywords
  • Sort: CPC (High to Low)
  • Focus: High CPC with decent position
  • Goal: Rank for valuable conversion keywords
Performance Monitoring
  • Sort: Position Change (Improved)
  • Review: Both improvements and declines
  • Goal: Understand ranking volatility
Historical Analysis
  • Sort: Previous Position (Best to Worst)
  • Compare: Current vs previous
  • Goal: Identify lost rankings to reclaim

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Competitive Analysis Framework

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Step 1: Identify Top Keywords

  • Run for your domain, sort by Traffic
  • Note top 20 traffic-driving keywords
  • Identify page types that rank best

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Step 2: Competitor Comparison

  • Run for top 3 competitors
  • Compare keyword overlap
  • Find keywords they rank for that you don’t

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Step 3: Gap Analysis

  • Calculate keyword gap size
  • Prioritize by volume + competitor position
  • Identify content types needed

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Step 4: Strategic Planning

  • Set realistic position targets
  • Estimate potential traffic gains
  • Create content roadmap

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Analyzing Results

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High-Performing Domain Pattern

  • Multiple keywords at position 1-3
  • High traffic concentration on few keywords
  • Low position difference (stable rankings)
  • Mix of brand and non-brand keywords
  • Multiple pages ranking for different keywords

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Optimization Opportunities

  • Keywords at positions 4-10 with high volume
  • Keywords with declining positions
  • High CPC keywords at lower positions
  • Pages with only 1-2 ranking keywords

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Red Flags

  • Many keywords declining in position
  • Heavy reliance on single keyword for traffic
  • Most keywords beyond page 1
  • High volatility (large position swings)

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Traffic Opportunity Calculator

Use this formula to estimate opportunity: Potential Additional Traffic = Search Volume × (New Position CTR - Current Position CTR) Example:
  • Keyword: “crm software”
  • Volume: 74,000
  • Current Position: 8 (2% CTR) = 1,480 visits
  • Target Position: 3 (12% CTR) = 8,880 visits
  • Opportunity: 7,400 additional visits/month

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What’s Next

Now that you understand the Domain Organic Keywords block: