How to Use SEMrush for Keyword Strategy (Not Just Volume)

Beyond Volume: How We Use SEMrush to Build Strategic, Intent-Driven Content

Most people think keyword research is just about finding high-volume terms and ranking for them. But at Next Best Action Marketing, we know that ranking without converting is just noise.

That’s why we use SEMrush not just to find keywords—but to build full-funnel, intent-driven content strategies that map to how real people search, decide, and buy.

Here’s exactly how we do it (and how you can too):

Step 1: Keyword Volume Isn’t the Only Thing That Matters

Let’s say you're targeting the keyword:

• “email marketing” – 33.1K searches/month (broad match)

Sounds great, right? But what does someone actually want when they search that?

Are they:

• Looking for a platform?

• Wondering if email still works in 2025?

• Trying to learn best practices?

• Or comparing Mailchimp to Klaviyo?

SEMrush shows us volume—but we dig deeper using the Intent filter. We separate keywords into:

Intent	What It Means	Example
Informational	They want to learn	“what is email marketing”
Navigational	They want to go somewhere specific	“klaviyo login”
Transactional	They’re ready to buy	“best email marketing service 2025”
Commercial	They’re comparing options	“mailchimp vs klaviyo for ecommerce”

👉 Pro tip: Commercial and transactional keywords are gold for mid- and bottom-of-funnel content.

Step 2: SERP Features Matter More Than You Think

Volume and intent are great, but the Search Engine Results Page (SERP) tells us what Google prioritizes.

We ask:

• Is the top of the page dominated by ads?

• Is there a featured snippet or People Also Ask box?

• Are we up against big players like HubSpot or Mailchimp?

Example:

• Keyword: “email marketing strategy” (3.6K/month)

• SERP Feature: People Also Ask + featured snippet

• Opportunity: Write an in-depth blog that answers multiple questions clearly → aim for PAA & snippet wins.

We also use SEMrush’s “SERP Analysis” to reverse-engineer what ranks—and optimize better than the top 3.

Step 3: We Build Keyword Maps by Funnel Stage

We don’t just target keywords—we place them into your marketing funnel:

Funnel Stage	Keyword Intent	Content Type
TOFU (Awareness)	Informational	Blog, educational guides, explainer videos
MOFU (Consideration)	Commercial	Comparison posts, lead magnets, webinars
BOFU (Conversion)	Transactional	Landing pages, pricing pages, product demos

Example breakdown:

• TOFU: “what is email marketing” (4.4K) → Blog post

• MOFU: “best email platform for coaches” (390) → Lead magnet + quiz

• BOFU: “hire email marketing agency” (90) → Sales page

This intent + volume + funnel fit approach makes our content strategy convert—not just rank.

Step 4: We Layer Keyword Difficulty and CPC for Prioritization

Once we have intent and funnel mapping, we assess:

• Keyword Difficulty (KD%) – anything under 55% is generally a green light

• CPC – tells us how valuable a keyword is for advertisers

We prefer high CPC + mid-volume + commercial intent keywords over just high-volume ones.

Example:

Keyword	Volume	CPC	KD	Intent
“email welcome sequence”	720	$3.50	42%	Informational
“best klaviyo agency”	210	$12.00	37%	Commercial
“email templates for ecommerce”	880	$4.10	58%	Transactional

Step 5: We Validate With Trends + Competitive Gaps

Lastly, we validate keyword picks using:

• Trend data (Is search volume rising or falling?)

• Competitive gap analysis (What keywords are your competitors ranking for that you’re not?)

Inside SEMrush:

• We use the Keyword Gap Tool to find opportunities

• We track up-and-coming keywords with Keyword Magic Tool + Trend filter

Why This Matters

Founders often waste months on content that drives traffic but not revenue.

Our approach using SEMrush:✅ Surfaces keywords that matter to your buyer✅ Maps them to where they are in the funnel✅ Prioritizes terms based on actual intent, value, and opportunity

📌 TL;DR:

If you’re only looking at search volume, you’re missing the real power of SEO. At NBA Marketing, we use SEMrush to plan content that attracts, nurtures, and converts—with a proven process built on intent + funnel fit + opportunity.