I realised a long time ago that continually targeting a keyword phrase (or very similar phrase) in your page content to achieve higher on page relevancy was a poor man’s approach to SEO and often resulted in content that gave a bad user experience.

It is becoming increasingly apparent that trying to shoe horn the same phrase into a page’s content is going to leave you unstuck when it comes to rankings – combine it with an overall poor quality content experience and you’re site is likely to be on the receiving end of a Google Panda (4.0?) spanking!

So what can you do to vary your keywords whilst ensuring the theme of your content remains consistent?

The answer – use keyword synonym tools to help you!

For those who might not know what a synonym is – here’s a definition:

“Synonyms (also metonyms) are words with the same or similar meanings.

“In the figurative sense, two words are often said to be synonymous if they have the same connotation.”


Carefully note that Wikipedia states:

“The purpose of a thesaurus is to offer the user a listing of similar or related words; these are often, but not always, synonyms.”

So here is a review of some synonym tools that we use here at All Things Web® to ensure we naturalise any website copy whilst also keeping it focused enough to ensure Google ranks it highly without the need to throw tonnes of links at it. ‘Cause as you all know, link building is dead. 😉


How Rank - Keyword Synonym Tool





Simple and effective when it gives results back.

It can be a little frustrating when it kicks back no terms for “lawyer” – but then as a Brit I’d expect to see “solicitor” get mentioned…

If I try “mediation” I get:

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Good start!

If I try “fly” I get some success:

<screenshot showing results>

Take a look at these synonyms it suggests:

take flight
take off
run off
take off
run away
get a move on
take to the air
take wing


On topic – this is good stuff.



Next up…

SEO Review Keyword Tool





I loved the clean simplicity of this tool and that it also includes a Google Trends chart – really useful to see the popularity of a phrase over time and by country.

Enter in your keyword, choose your preferred Language and complete the Captcha.

So for “solicitor” I chose “United Kingdom” in the dropdown and got the following details back:Keyword Trends displayed


You’ll see a chart with useful link to Google Trends to get a more holistic view of demand.

Then help yourself to “Primary Keyword Suggestions” – which allows you to “Get Suggestions” on the keywords you have chosen, clicking this will drop you down to the Synonyms and just-as-useful Secondary Keyword Suggestions (see image below).

Secondary Keywords in SEO Review Tools


After Primary and Secondary Keywords you’ll see a list of synonyms – these are the nuggets of gold we’re after.

So for “solicitor” this tool returned the following synonyms:









For the term “Mediation” I can see the following suggested as synonyms:








The “Secondary Keyword Suggestions” data is also highly useful as it gives an even wider range of secondary phrases to look at incorporating into your content.

Unfortunately the data does not show approximate numbers of searches but this instead should force you to focus on the searcher’s intent and optimise for where they are in the buying cycle.

When I target “fly” I get a surprising set of results that ‘s disappointing when compared with SEO Review’s Synonym Tools results .



Next up is SEMRush

SEM Rush keyword tool






Now I love this tool, we use the paid version and whilst it might not be built to give us synonyms it is certainly worth perusing the data it gives back under its related Keywords (which can be exported to Excel)



Synonym Search Tool




We were unable to get SynonymLab to perform in our test in the Firefox browser and I don’t use Chrome.



Synonym.com tool





I was expecting a lot from this site (based on its domain name) but regrettably no, it gave back very little data.

Then I realised that to get a greater level of access I had to answer a small survey consisting of 2 simple questions about whether I will I rent a car in 2014 (yes) and how many times (once).

After that I got to see much more data and I like that it is grouped by similarity of meaning – for “fly” I was given a huge number of results to choose from. It is certainly a tool worth looking at and using regularly.

When I tried “solicitor” Synonym’s tool failed to deliver any results however, so it doesn’t deliver accurately enough across all keywords.



Trellian Keyword Intelligence





This does not give synonyms but it does offer a wide scope of phrases that can be used in your content – be warned some of the results are a little strange, I searched on the word “letting” (for letting agent) and got some very strange searches which did generate a few laughs and looks of surprise around the office.

WARNING: Some searches are adult based and rather odd!

What I do like though is that you get words added BEFORE your specified keyword – whereas I find most keyword tools only append other words at the end of your phrase. So this makes this tool really very useful.



Meta Glossary meaningful keyword synonym results





Enter a keyword and get definitions of that word across the entire Web. Worth a look!

Very simple, if you’re not sure what a word actually means then this tool does the job for you.



Thesaurus helps with Synonym research





I’ve left what I think is the best synonym tool to last.

For “fly” I get a substantial number of results that gave me a whole breadth of scope to work with, really comprehensive, certainly go check it out!

If you are struggling to think of related keywords this synonym checker is really very good and you shouldn’t discount it.

Let’s check “solicitor”:

Synonym Results from Thesaurus.com


WOW, it comes back with 4 synonyms for solicitor as well as words related to “Solicitor”.

Super useful, free and I like the touch of the word’s history and origin, a nice touch!




Using these tools will help you create better content and ensure it does not sound repetitive and like it was produced purely for search engines. Let us know if you’ve got a keyword synonym research tool you’d like us to check out!