URL Organic Keywords - Slate Documentation

Overview

The URL Organic Keywords block retrieves the organic keywords a specific URL ranks for from Semrush. Use it to analyze page-level keyword performance, understand content-keyword alignment, optimize specific pages, and identify URL-specific traffic opportunities.

Configuration

URL (Required)

The specific URL you want to analyze organic keywords for. Examples:

https://www.hubspot.com/products/crm/what-is
https://blog.example.com/seo-guide
https://salesforce.com/products/

You can reference placeholders from previous steps: {{step_1.output}} Tips:

Use full URL with protocol (https://)
Analyze specific landing pages, blog posts, or product pages
Compare URLs to see which content types perform best
Great for page-level optimization planning

Number of Results

How many keywords to return. Range: 1-1000 Default: 10 Higher numbers provide more comprehensive keyword lists for the URL. Use 50+ for detailed page analysis.

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 metrics.

Sort By

Choose how to sort the organic keywords results. Options: Traffic (High to Low) - Default Shows keywords driving the highest traffic percentage to this URL first. Best for identifying most valuable keywords for this page. Position (Best to Worst) Shows highest-ranking keywords first. Best for analyzing ranking strength. Search Volume (High to Low) Shows keywords with highest search volume first. Best for finding popular terms. CPC (High to Low) Shows keywords with highest paid search cost first. Best for finding commercial value keywords. Traffic Cost (High to Low) Shows keywords generating highest traffic cost percentage first. Best for understanding most valuable traffic sources.

Error Handling

Define what happens if the block fails to retrieve data. Options:

Terminate Workflow: Stop execution immediately
Continue Execution: Proceed to next step despite error

Select based on whether subsequent steps require the keyword data.

Output Data

The block returns an array of keyword objects with URL-specific metrics:

Keyword

The search term this URL ranks for. Example: "crm definition"

Position

Current organic ranking position for this keyword. Example: "4" (Ranking #4) Lower numbers = better. Position 1-10 = first page results.

Search Volume

Monthly average search volume for the keyword. Example: "14800" (14,800 searches/month)

CPC

Average cost per click for paid ads in USD. Example: "2.98" ($2.98 per click)

Competition

Paid search competition density (0-1). Example: "0.05" (Low competition) Scale:

0.00-0.33: Low competition
0.34-0.66: Medium competition
0.67-1.00: High competition

Traffic (%)

Percentage of this URL’s total traffic from this keyword. Example: "8.20" (8.2% of URL traffic) Shows keyword’s relative importance to this page. Higher percentages indicate critical keywords for the URL.

Traffic Cost (%)

Percentage of total traffic value from this keyword. Example: "2.25" (2.25% of traffic cost) Calculated based on CPC and traffic. Shows economic value contribution of each keyword to this URL.

Number of Results

Total search results for this keyword. Example: "235000000" (235 million results)

Trends

12 months of search volume trends (normalized 0-1). Example: "1.00,0.54,0.44,0.54,0.54,0.67,0.36,0.29,0.36,0.44,0.44,0.36" Shows seasonal patterns and interest changes over time.

Sample Output

[
  {
    "Keyword": "crm definition",
    "Position": "4",
    "Search Volume": "14800",
    "CPC": "2.98",
    "Competition": "0.05",
    "Traffic (%)": "8.20",
    "Traffic Cost (%)": "2.25",
    "Number of Results": "235000000",
    "Trends": "1.00,0.54,0.44,0.54,0.54,0.67,0.36,0.29,0.36,0.44,0.44,0.36"
  },
  {
    "Keyword": "hubspot crm overview",
    "Position": "1",
    "Search Volume": "110",
    "CPC": "9.77",
    "Competition": "0.12",
    "Traffic (%)": "2.03",
    "Traffic Cost (%)": "1.83",
    "Number of Results": "25100000",
    "Trends": "0.15,0.06,0.09,0.06,0.09,0.34,0.34,0.34,0.65,1.00,0.28,0.65"
  }
]

Best Practices

Sort by Traffic (%) to focus on keywords most important to this URL
Analyze top 3-5 keywords driving majority of traffic
Check if keyword intent matches page content
Use for page-level optimization and content refinement
Compare multiple URLs to identify best-performing content types
Track high Traffic (%) keywords to protect rankings
Look for high volume keywords with medium positions (quick win opportunities)
Use Traffic Cost (%) to prioritize commercial value keywords
Export to sheets for content optimization planning
Run regularly to monitor page performance changes

Common Use Cases

Use Case	Configuration	Key Metrics to Watch
Page optimization	Specific landing page URL	Traffic (%), Position, keywords driving most traffic
Content-keyword fit analysis	Blog post or article URL	Keyword intent, Traffic (%), Position alignment
Conversion page analysis	Product/pricing page URL	CPC, Traffic Cost (%), commercial keywords
Blog performance tracking	Blog post URL, scheduled runs	Traffic (%), Position changes over time
Competitor content analysis	Competitor’s top pages	Keywords, Traffic (%), content strategy
Internal content comparison	Multiple URLs from same site	Traffic (%) distribution, performance patterns
Keyword cannibalization check	Similar content URLs	Overlapping keywords, split traffic
Landing page audit	All landing pages, loop	Traffic concentration, optimization opportunities

Understanding the Metrics

Traffic (%) Analysis

High Traffic % (10%+): Critical keyword for this URL
Medium Traffic % (2-10%): Important supporting keyword
Low Traffic % (less than 2%): Minor keyword or new ranking
Top 5 keywords: Often account for 50-80% of URL’s traffic

Traffic Cost (%) Insights

High Traffic Cost %: Economically valuable keyword
Traffic % vs Traffic Cost % gap: Large gap = expensive keywords
Low Traffic Cost %: High volume, low CPC keywords
Commercial pages: Higher Traffic Cost % concentration

Position vs Traffic Relationship

Position 1-3 + High Traffic %: Dominant keyword for page
Position 4-10 + Medium Traffic %: Opportunity for improvement
Position 10+ + Any Traffic %: Long-tail or new ranking
Good position + Low Traffic %: Low volume keyword

URL Performance Patterns

Healthy page: 3-5 keywords with 5%+ Traffic each
Single-keyword dependent: One keyword dominates (risky)
Diverse traffic: Many keywords with 1-3% Traffic each
Commercial page: High Traffic Cost % on top keywords

Workflow Examples

Example 1: Page Optimization Priority List

URL Organic Keywords: Analyze specific page
Code Block: Filter keywords by Traffic (%) and Position
Code Block: Calculate optimization priority score
LLM Block: Generate content optimization suggestions
Google Sheets: Create optimization task list

Example 2: Content Performance Dashboard

Loop Block: Iterate through top 10 URLs
URL Organic Keywords: Get keywords for each URL
Code Block: Calculate traffic concentration (top 5 keywords %)
Code Block: Identify single-keyword dependent pages
Google Sheets: Create performance dashboard

Example 3: Keyword Cannibalization Detector

URL Organic Keywords (URL A): Get keywords
URL Organic Keywords (URL B): Get keywords
Code Block: Find overlapping keywords
Code Block: Compare positions and traffic
Google Sheets: Flag cannibalization issues

Traffic Distribution Analysis

Healthy Distribution

Keyword 1: 15% traffic
Keyword 2: 12% traffic
Keyword 3: 10% traffic
Keyword 4: 8% traffic
Keyword 5: 6% traffic
Others: 49% traffic

Status: Good - Diverse traffic sources, not over-dependent

Risky Distribution

Keyword 1: 68% traffic
Keyword 2: 12% traffic
Keyword 3: 5% traffic
Keyword 4: 3% traffic
Keyword 5: 2% traffic
Others: 10% traffic

Status: Risk - Over-dependent on single keyword

Ideal for Commercial Pages

Top keyword: 20-30% traffic
High Traffic Cost %
Multiple commercial keywords
CPC above $5

Page Optimization Framework

Step 1: Identify Primary Keywords

Sort by Traffic (%)
Note top 5 keywords
Check intent alignment with page

Step 2: Assess Performance

Check positions for top keywords
Identify keywords at positions 4-15 (opportunity)
Calculate traffic concentration

Step 3: Content Audit

Does content match keyword intent?
Are top keywords well-covered?
Is content comprehensive for all ranking keywords?

Step 4: Optimization Plan

Enhance content for position 4-15 keywords
Add sections for high-volume keywords not well-covered
Improve for high Traffic Cost % keywords
Diversify if over-dependent on one keyword

Comparing URLs Strategy

Run for multiple URLs to: Identify Content Patterns

What content format ranks best?
Which topics drive most traffic?
Optimal content length?

Find Best Practices

URLs with diverse traffic distribution
Pages with high Traffic (%) on commercial keywords
Content with good position stability

Spot Issues

Keyword cannibalization
Under-optimized high-potential pages
Single-keyword dependencies

Prioritize Resources

Focus on URLs with best Traffic % to Position ratio
Optimize URLs with high potential (good volume, medium position)
Protect URLs with concentrated high-value traffic

Traffic (%) Benchmarks

By Page Type

Homepage

Top keyword: 10-20%
Brand keywords dominant
Diverse long-tail

Product/Service Page

Top keyword: 15-30%
Commercial keywords
Higher Traffic Cost %

Blog Post

Top keyword: 20-40%
Content-focused
Long-tail mix

Landing Page

Top keyword: 30-50%
Targeted keyword focus
Higher concentration OK

Red Flags to Watch

Single keyword above 60% traffic: Dangerous dependency
All top 5 keywords declining: Content issue or algorithm impact
High volume keyword with less than 1% traffic: Position problem
Many keywords with traffic but no high concentrations: Lack of focus
Traffic Cost % much higher than Traffic %: Expensive keywords underperforming

What’s Next

Now that you understand the URL Organic Keywords block:

Analyze entire domains in Domain Organic Keywords
Get keyword metrics in Keyword Overview
Find related keywords in Related Keywords
Check domain authority in Domain Overview
Use loops for bulk analysis in Loop Block
Process data in Code Block
Save results in Google Sheets

Getting Started

AI Search Analytics

Workflow

Sheets

​Overview

​Configuration

​URL (Required)

​Number of Results

​Region

​Sort By

​Error Handling

​Output Data

​Keyword

​Position

​Search Volume

​CPC

​Competition

​Traffic (%)

​Traffic Cost (%)

​Number of Results

​Trends

​Sample Output

​Best Practices

​Common Use Cases

​Understanding the Metrics

​Traffic (%) Analysis

​Traffic Cost (%) Insights

​Position vs Traffic Relationship

​URL Performance Patterns

​Workflow Examples

​Example 1: Page Optimization Priority List

​Example 2: Content Performance Dashboard

​Example 3: Keyword Cannibalization Detector

​Traffic Distribution Analysis

​Healthy Distribution

​Risky Distribution

​Ideal for Commercial Pages

​Page Optimization Framework

​Step 1: Identify Primary Keywords

​Step 2: Assess Performance

​Step 3: Content Audit

​Step 4: Optimization Plan

​Comparing URLs Strategy

​Traffic (%) Benchmarks

​By Page Type

​Red Flags to Watch

​What’s Next

Overview

Configuration

URL (Required)

Number of Results

Region

Sort By

Error Handling

Output Data

Keyword

Position

Search Volume

CPC

Competition

Traffic (%)

Traffic Cost (%)

Number of Results

Trends

Sample Output

Best Practices

Common Use Cases

Understanding the Metrics

Traffic (%) Analysis

Traffic Cost (%) Insights

Position vs Traffic Relationship

URL Performance Patterns

Workflow Examples

Example 1: Page Optimization Priority List

Example 2: Content Performance Dashboard

Example 3: Keyword Cannibalization Detector

Traffic Distribution Analysis

Healthy Distribution

Risky Distribution

Ideal for Commercial Pages

Page Optimization Framework

Step 1: Identify Primary Keywords

Step 2: Assess Performance

Step 3: Content Audit

Step 4: Optimization Plan

Comparing URLs Strategy

Traffic (%) Benchmarks

By Page Type

Red Flags to Watch

What’s Next