How can you find keywords on a website?

To find keywords on a website, review the words used in its visible content and page elements, then validate them against search data. The most useful sources are page titles, headings, body copy, URLs, image alt text, internal links and search performance reports. This process reveals both the terms a site is deliberately targeting and the queries for which it already receives organic visibility.

Start by identifying the website’s important pages, such as the homepage, service pages, product pages, category pages, location pages and useful resource content. Record the main topic and apparent search intent of each page before examining its individual keywords. This prevents isolated terms from being taken out of context and helps you understand how the site is targeting broader topics across its structure.

Review the visible page content

Read each important page carefully and note repeated or prominent terms. Look for:

• The primary subject of the page and the specific service, product or problem it addresses.
• Terms used in the opening paragraphs, main headings and section headings.
• Related phrases, synonyms and technical terms that add context.
• Words describing the audience, location, industry or use case.
• Questions answered by the content and the language used in calls to action.

Do not assume that the most frequently repeated word is the target keyword. Natural, useful copy may mention a concept without deliberately optimising for it, while a page may rank for related searches that are not repeated throughout the text. Consider the topic, intent and prominence of each term rather than counting occurrences alone.

Inspect page titles and headings

The title tag is often a strong indication of the page’s primary topic because it summarises the page for search results and browsers. The main on-page heading should normally describe the same subject, although it may use more natural wording. Subheadings reveal the supporting topics covered on the page and can expose related keyword themes that are not obvious from the title.

Check whether the title and main heading are specific enough to distinguish the page from other pages on the site. A title such as “SEO Services” gives a broad indication, whereas a more specific phrase may indicate a particular service, audience or location. Also look for duplicated titles, vague headings and pages whose visible content does not match the terminology used in their metadata.

Check URLs, image alt text and internal links

URLs can provide useful clues about a website’s intended topic structure. Descriptive folders and page slugs may reveal the site’s chosen terminology, but they should be treated as supporting evidence rather than definitive keyword targets. A short, readable URL is preferable to one containing a long list of phrases.

Image alt text can identify product names, subjects or functions represented by images. It should describe the image accurately and should not be used as a list of keywords. Internal link text is also valuable: navigation labels and contextual links show how the site categorises its pages and which terms it uses to connect related topics.

View the page source and rendered content

A browser view shows the content a visitor can read, but inspecting the source or rendered HTML can reveal additional information. Check the title element, meta description, canonical URL, heading structure, structured data and image alt attributes. This can identify terms that are present in the page setup but not prominent in the visible copy.

Use the rendered version when content is loaded through JavaScript, as a simple source-code check may not show everything a user can see. Do not treat meta keywords as reliable evidence of current SEO targeting; the obsolete meta keywords tag does not provide a dependable indication of how a page performs in search.

Use search performance data to confirm actual visibility

Search performance data is the best way to discover the queries for which a website or individual page is appearing in organic results. Export the queries associated with the relevant pages and compare them with the wording found during the content review. Pay attention to:

• Queries generating impressions, clicks and visits.
• Pages receiving visibility for terms that are not clearly stated in the copy.
• Queries with strong relevance but limited clicks or engagement.
• Different pages appearing for the same query, which may indicate overlapping intent.
• Unexpected searches that reveal new content or optimisation opportunities.

Separate observed search queries from inferred target keywords. A page can rank for a phrase without using that exact wording, because search engines can interpret related language and topic context. Conversely, including a phrase on a page does not guarantee that the page will rank for it.

Use keyword research and crawling tools together

A site crawler can collect titles, headings, URLs, body text, alt text and other on-page fields across many pages. This is more efficient than reviewing a large website manually and makes it easier to find missing metadata, duplicated elements and inconsistent terminology. A keyword research platform can then expand the terms found on the site by showing related queries, search intent, competing page types and the language people use when looking for the same subject.

For websites with several services or product categories, combine these outputs in a working spreadsheet or SEO platform. Useful columns include the URL, page type, primary topic, proposed main keyword, related terms, search intent, current visibility and recommended action. This creates a keyword-to-page map and helps prevent several pages from being optimised for the same purpose.

Distinguish primary, secondary and supporting terms

Assign each page one main topic or keyword theme that matches its purpose. Secondary terms can cover close variations, specific features, locations or user needs. Supporting terms answer related questions and demonstrate topical coverage. For example, a page about technical SEO software might have a main theme relating to technical SEO tools, secondary themes relating to site audits and issue monitoring, and supporting questions about crawling, reporting and implementation.

This classification should reflect how people search and what the page genuinely provides. Do not force a high-volume term onto a page if its intent does not match. A guide, product page and comparison page may all mention similar language but satisfy different needs, so each may require a separate keyword focus.

Look for gaps and opportunities

After identifying the existing terms, compare them with relevant search demand and the questions your audience is likely to ask. Common gaps include:

• Important services or products that have no dedicated, well-optimised page.
• Pages that target broad terms but do not address specific use cases.
• Useful supporting questions missing from otherwise relevant content.
• Terms used by customers that differ from the organisation’s internal terminology.
• Pages receiving impressions for relevant queries but lacking clear coverage of those topics.
• Several pages competing for the same keyword theme without a clear primary page.

Prioritise gaps according to relevance, business value, intent, existing authority and the effort required to address them. Creating a new page is not always the right solution; improving an existing page, strengthening internal links or clarifying its purpose may be more appropriate.

Check competitor-free evidence from the website itself

When assessing a customer’s own website, combine the content review with analytics, search performance, conversion data and sales terminology. Search queries that lead to qualified enquiries can be more valuable than terms that generate visibility without meaningful engagement. Internal site-search data, customer support questions and language used in product documentation can also uncover relevant phrases that external keyword research may miss.

Finally, review the findings page by page and confirm that every recommended keyword is accurate, useful and appropriate for the intended reader. Keywords should guide page structure and terminology, not replace clear writing. Update titles, headings, copy, internal links and supporting content where there is a genuine opportunity, then monitor the page’s impressions, clicks, rankings and conversions over time. This approach gives you a reliable view of both the keywords a website contains and the search terms that contribute to its organic performance.