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Erwan Derlyn

How to Use SEMrush & Wikipedia for Keyword Research

Erwan Derlyn

Keyword research and SEO go together like salt and pepper. The ability to find relevant keywords is a fundamental skill for search marketers. Working in SEO myself, I’m always looking for innovative ways to find valuable keywords.

A couple of weeks ago, I stumbled upon this article from Neil Patel. In the post, Neil goes through Wikipedia pages to find keyword ideas. I found this easy-to-use and outside-the-box approach quite interesting.

Wikipedia is a go-to resource for quick information, but an underestimated source of inspiration for SEOs. The substantial amount of content provides a great variety of keywords for a given topic. Wikipedia results also rank on top for almost all Google search queries.

I decided to combine this approach with SEMrush. Here’s how you can do it.

Select a Wikipedia Page Relevant to Your Industry

Let’s say you’re a digital agency in the U.S. You might want to create content that covers SEO.

search engine optimization on Wikipedia 

Wikipedia is a global and collaborative platform; whatever your niche and wherever your business is located, there should be some pages relevant to you.

Find Valuable Keyword Ideas with SEMrush

Once you select a Wikipedia page, copy the URL and paste it in SEMrush. Make sure you select the right country from the drop-down menu.

SEMrush dropdown menu 

You should land on a page that looks like this. Click on View Full Report.

organic data SEMrush 

You will land on this page below. Please note, you can directly get to this page if you add (by organic) at the end of the URL. In this example, this page ranks for 923 valuable keywords; a dream for many SEOs!

Once there, I strongly recommend you export the file to Excel and filter the data depending on what you’re looking for. Are you looking for keywords with a high search volume, or are you after keywords with a low CPC that could be included in your PPC campaign? It’s really up to you and your strategy.

organic search positions on SEMrush 

Filter. Compare. Repeat.

Once you have exported the data, you can start filtering the keywords. Here, for example, I filtered keywords with 500+ searches a month that have a CPC of more than 10 dollars.

filtered keywords 

I suggest you compare this data with keywords you've already identified as valuable for your business through common sense or other tools like Google Keyword Planner or keywordtool.io. Then, implement these keywords with your content strategy and monitor your improvements with the SEMrush Position Tracking tool.

Keep in mind the SERPs, Wikipedia, search behaviors and also SEMrush are changing beasts. So, you can repeat this exercise quite often in the year and find new keyword ideas.


  • Wikipedia is a great source of inspiration for topical keyword research.
  • SEMrush can help you automate this manual work.
  • Don’t focus on only one page or topic.
  • Cross-analyze and compare with other tools.
  • Monitor your results.
  • Do this on an ongoing basis.

Any questions? Feel free to leave them in the comments!

Erwan Derlyn is an SEO and SMM Manager at iZettle in Stockholm. You can visit his website and find him on Twitter.

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