Keyword research is the backbone of any digital marketing strategy. By understanding not only what people are searching for, but also why they are searching, agencies can drastically improve their chances of reaching and converting the right audience.
Beyond traffic, effective keyword research uncovers broader industry trends—often shaping business strategy itself. Instead of deciding on services first and then trying to market them, agencies can flip the model: analyze search demand, identify gaps, and adapt services to meet client needs.
So, what are the top marketing keywords agencies should focus on in 2025? Let’s break them down.
How Marketing Keywords Influence Agency Strategy
Keywords do far more than attract traffic. For agencies, they provide powerful insights into:
- The problems clients want solved (e.g., SEO struggles, lead generation, social media growth)
- The services clients are actively looking for
- The locations and regions where demand is highest
- The audience’s digital maturity level (beginners vs. advanced)
- The industries with strong digital marketing demand
This knowledge allows agencies to:
✅ Build content strategies that resonate with prospects
✅ Establish expertise in a chosen niche
✅ Identify untapped local or industry-specific markets
✅ Tailor services around real-world demand
High-Volume Digital Marketing Keywords
Using Semrush’s Keyword Research Toolkit, we analyzed search volume, Cost-per-Click (CPC), and Keyword Difficulty (KD). Here are the top terms shaping digital marketing demand in 2025:
| Keyword | U.S. Vol. | Global Vol. | KD (%) | CPC (USD) |
|---|---|---|---|---|
| seo | 110,000 | 1,900,000 | 100 | 6.32 |
| affiliate marketing | 110,000 | 549,100 | 100 | 1.53 |
| web design | 60,500 | 368,200 | 81 | 10.50 |
| social media marketing | 40,500 | 221,900 | 100 | 7.56 |
| ppc | 27,100 | 222,500 | 92 | 7.32 |
| marketing strategy | 22,200 | 183,800 | 84 | 3.82 |
| email marketing | 14,800 | 120,700 | 100 | 22.19 |
| content marketing | 14,800 | 110,800 | 95 | 7.84 |
| retargeting | 12,100 | 37,500 | 80 | 46.62 |
| link building | 8,100 | 35,500 | 92 | 2.23 |
👉 Insight: High-cost terms like retargeting and email marketing highlight services with strong ROI potential, while SEO and affiliate marketing dominate interest globally.
Agency-Specific Keywords
Generic marketing terms can be broad, but agency-related queries show direct service intent.
| Keyword | U.S. Vol. | Global Vol. | KD (%) | CPC (USD) |
|---|---|---|---|---|
| seo agencies | 8,100 | 20,000 | 74 | 19.00 |
| social media marketing agencies | 5,400 | 17,200 | 79 | 8.47 |
| web design agencies | 5,400 | 14,700 | 73 | 14.80 |
| email marketing agencies | 1,000 | 9,900 | 55 | 18.52 |
| content marketing agencies | 880 | 4,100 | 66 | 14.63 |
| ppc agencies | 880 | 3,300 | 57 | 28.96 |
| b2b marketing agencies | 390 | 1,500 | 53 | 22.92 |
👉 Insight: CPC values for PPC agencies and B2B marketing agencies suggest strong lead value—ideal for agencies targeting enterprise clients.
General Digital Marketing Agency Keywords
These terms are often used by people seeking full-service solutions or starting their search for an agency.
| Keyword | U.S. Vol. | Global Vol. | KD (%) | CPC (USD) |
|---|---|---|---|---|
| digital marketing agency | 18,100 | 85,600 | 89 | 10.62 |
| digital marketing company | 5,400 | 29,400 | 87 | 9.07 |
| digital marketing services | 5,400 | 28,500 | 67 | 10.22 |
| best digital marketing agencies | 880 | 4,500 | 79 | 11.48 |
| digital marketing agency for startups | 260 | 5,400 | 38 | 10.51 |
| boutique digital marketing agency | 170 | 810 | 40 | 6.69 |
👉 Insight: Long-tail keywords like “digital marketing agency for startups” provide opportunities to stand out in niche markets.
Local SEO Keywords
Local searches show clear purchase intent. Agencies should optimize for “near me” and geo-specific keywords.
| Keyword | U.S. Vol. | Global Vol. | KD (%) | CPC (USD) |
|---|---|---|---|---|
| digital marketing agency near me | 2,900 | 8,800 | 70 | 11.21 |
| digital marketing near me | 1,900 | 5,600 | 66 | 12.20 |
| digital marketing company near me | 1,000 | 3,000 | 73 | 12.48 |
| local digital marketing agency | 320 | 900 | 69 | 11.37 |
👉 Example: “Digital marketing agency Miami” gets 1,300 U.S. monthly searches—showing strong demand in specific cities.
Question Keywords
Question-based queries reveal pain points and intent, making them perfect for blog content and FAQ pages.
- What is a digital marketing agency (1,300 global searches)
- How to choose a digital marketing agency (2,400 global searches)
- What do digital marketing companies do (810 global searches)
- How much do digital marketers charge (540 U.S. searches)
👉 Tip: Use these as blog titles or FAQ content to capture early-stage leads.
Industry-Specific Keywords
Certain industries show particularly strong demand for agency expertise.
| Keyword | U.S. Vol. | Global Vol. | KD (%) | CPC (USD) |
|---|---|---|---|---|
| real estate digital marketing | 480 | 3,500 | 51 | 8.21 |
| digital healthcare marketing | 480 | 1,900 | 46 | 16.41 |
| ecommerce digital marketing | 320 | 1,900 | 60 | 21.00 |
| automotive digital marketing | 210 | 750 | 42 | 12.26 |
| attorney digital marketing | 140 | 560 | 47 | 26.71 |
👉 High CPC keywords like ecommerce and attorney digital marketing indicate highly competitive but lucrative industries.
How Semrush Can Help Agencies
The keywords above are just the starting point. To build a sustainable keyword strategy, agencies should:
- Use Semrush Keyword Magic Tool for long-tail, low-competition keywords
- Pair with Local SEO Toolkit to strengthen local visibility
- Monitor KD, CPC, and search volume to align PPC and organic campaigns
- Continuously refine strategies based on industry-specific demand
Final Thoughts
For agencies in 2025, keyword research isn’t just about SEO—it’s about shaping services, strategies, and even positioning. From AI-driven search queries to local SEO and niche industries, the right keywords help agencies connect with high-intent clients and stay ahead of competitors.
By leveraging these insights and tools like Semrush, your agency can identify growth opportunities, optimize campaigns, and win more clients in the ever-competitive digital marketing space.
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