Keywords to add, from your SEMrush export
What the file showed
1,170 of the 1,397 keywords are patient searches on blog and short course pages. Bob Marley, bartholin cyst, vitamin B6 toxicity, heat rash. Good for organic reach, wrong audience for ads.
211 carry a real course-buying signal. Almost all were already on the plan from the restructure, which is the headline: your keyword coverage is in good shape. Four are new.
The four to add
| Keyword | Searches / mo | You rank | Why it is new |
|---|---|---|---|
derm course | 170 | #5 | "derm" is a different word from "dermatology" |
cosmetic injection courses | 90 | #25 | "injection", not "injectables" |
cosmetic dermatology courses | 50 | #12 | Topic not in the plan at all |
cosmetic nursing course melbourne | 90 | #27 | See the gap below |
All four run on broad, phrase and exact. Anything that only worked on tight match was dropped rather than fenced in.
The gap worth acting on
Your Melbourne clinical attachment page has 24 organic keywords pointing at it and nothing in the ad account. The Aesthetic Medicine campaign is already live, so this is an unserved page inside a campaign you already pay for.
| Step | Detail | Who |
|---|---|---|
| Ad group | "Melbourne Clinical Attachment", in the existing Aesthetic Medicine campaign | GNG |
| Keyword | cosmetic nursing course melbourne, broad + phrase + exact | GNG |
| Landing page | The Melbourne page, not the general aesthetic page | GNG |
| Ads | Own copy. Melbourne, hands-on, who it is open to | GNG |
| Locations | Stay Australia wide, bid up Melbourne and Victoria. People search "melbourne" from anywhere | GNG |
| Two questions | Is the attachment Melbourne only? Are nurses eligible? Both change the ad copy | HealthCert |
Single city. No Sydney or Brisbane demand in the export, and only the one page exists.
What we are leaving out
Two of these look like big opportunities on search volume alone. We would like your view.
| Cluster | Size | Why not |
|---|---|---|
| Nutrition | 17,000 / mo | Certificate III, certificate IV, free courses, Coursera. People training to become a nutritionist, not doctors doing CPD. That is why clicks are $10 to $11.70. Exception: "clinical nutrition courses", worth a small test. |
| "Graduate certificate in..." | 1,400 / mo | A postgraduate university award under the AQF. Your credentials sit outside that framework, so it brings people expecting something else. |
| Health / medical certificate | 2,900 / mo | People after a doctor's note for work. You rank because the brand name matches what they call it. Good organic, poor paid. |
| Generic GP terms | 840 / mo | gp course, gp certificate, learn gp. Too loose to control, and "gp certificate" brings back sick-note searches. |
| Short course topics | 4,000+ / mo | Palliative care, immunisation, ADHD, suturing and more. Cheap clicks, but they route to the Shopify store which has no path back into reporting yet. Immunisation is the one to revisit first: 1,710 a month at $0.38 a click, barely visible organically, certificate page ready. |
What would help next from SEMrush
Thank you for offering. The organic export only shows terms you already rank for, so it cannot show what you are missing. Three exports would:
- Keyword Gap against HealthEd, ThinkGP and Australian Doctor. This one first.
- Advertising Research, Positions for the same competitors. What they pay for, and their ad copy.
- Keyword Magic Tool for cpd, professional certificate, gp training, dermoscopy. Australia, 50+ a month.
Volumes, positions and click costs are SEMrush estimates from your export, not Keyword Planner. Relative signal, not forecast.