How I Find Low-Competition Keywords That Actually Convert — Transcript

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1. 0:00A lot of SEOs hate keyword research. I
2. 0:02never actually understood that cuz I
3. 0:04love keyword research. For me, it's one
4. 0:06of the most fun things to do. I'm going
5. 0:07to share how I do keyword research or
6. 0:09some of the ways that I do keyword
7. 0:11research, what's most important to me,
8. 0:13what I look for in the search engine
9. 0:15results pages in the SERs. But I really
10. 0:17like doing it. I learn when I do keyword
11. 0:20research, I learn what the streets want.
12. 0:22I learn what language to use to describe
13. 0:24the niche. I can go into any niche and
14. 0:27become kind of fluent in the niche very
15. 0:29fast just from doing good keyword
16. 0:31research. I learn what people care about
17. 0:33which informs my products and services.
18. 0:36So I can actually make things that
19. 0:38people want. I learn what is most
20. 0:40important to searchers and I can make
21. 0:41pages that target keywords then go
22. 0:44deeper into what the searchers actually
23. 0:46want on these pages to reduce pogo
24. 0:49sticking and then to move searchers into
25. 0:50my funnel. I every time I do keyword
26. 0:53research, I walk away inspired. I walk
27. 0:55away inspired and I feel good because I
28. 0:57see that most niches are way less
29. 1:00competitive than maybe like I would
30. 1:02initially think. And if you're thinking
31. 1:04about going into a niche or you're
32. 1:06struggling with your niche and you just
33. 1:07spend an hour or two actually really
34. 1:09looking at the keywords in the niche,
35. 1:11going deeper into finding creative
36. 1:13keywords, you might do this and then
37. 1:15walk away too thinking, "Wow, this is
38. 1:17actually a lot more attainable.
39. 1:19dominating this niche is a lot more
40. 1:21attainable than I thought. And that's
41. 1:22how I feel when I walk away from doing
42. 1:24keyword research. I feel, wow, I can't
43. 1:27wait to dominate the SEO in this niche.
44. 1:30So, the most important thing for me when
45. 1:32I start doing keyword research is
46. 1:34looking at what competitors are ranking
47. 1:36for, and I I don't even know if I would
48. 1:38actually call them competitors. I would
49. 1:40instead say sites that kind of know what
50. 1:43they are doing with keyword targeting.
51. 1:45What you do is you start by having a
52. 1:47bunch of keywords or just like ideas for
53. 1:49search terms. And I'll get into that in
54. 1:51a moment. You put in one of these search
55. 1:52terms. You see the sites that come up
56. 1:54and what you specifically want to look
57. 1:56for is a site that has that keyword in
58. 2:00the page title and the URL slug. If you
59. 2:03look at enough of these sites, you will
60. 2:05find that one of them is actually doing
61. 2:07SEO. Because if you want to do SEO, take
62. 2:09your keyword, put in the page title, put
63. 2:11it in the URL slug. You should also put
64. 2:13it in the H1, the beginning of the first
65. 2:15sentence. But I mean, a lot of sites in
66. 2:17the first place don't even know to take
67. 2:19your keyword and put it in the page
68. 2:20title and the URL slug. If you see that,
69. 2:23you look at a few sites, eventually you
70. 2:24will find one that is ranking for a
71. 2:26decent number of keywords. Maybe they
72. 2:28just know how to describe themselves
73. 2:30properly. Or maybe they are actually
74. 2:32doing SEO. And then you start seeing
75. 2:34what these sites are ranking for. And
76. 2:36then you start picking keywords out that
77. 2:38are relevant to you. Oh, that's relevant
78. 2:40to me. That's relevant to me. that's
79. 2:41relevant to me. That's relevant to me.
80. 2:43Now you have tons more keywords to go
81. 2:46down the rabbit hole and look at. If
82. 2:47you've been listening to the show for a
83. 2:49while, you know that I like to
84. 2:50prioritize keywords that are closer to
85. 2:52the bottom of the funnel, which means
86. 2:54the people who are searching them are
87. 2:55literally looking to convert. They know
88. 2:58what they want. They're just looking for
89. 2:59the brand to give them what they want.
90. 3:00These keywords are a lot easier to rank
91. 3:02for as well because they're usually
92. 3:05undertargeted. These are the types of
93. 3:06keywords where a lot of people aren't
94. 3:08actually going after them deliberately
95. 3:10by putting these keywords in their page
96. 3:12titles and their URL slugs. I will just
97. 3:14start basically by thinking of a generic
98. 3:17keyword in my niche. What is my niche?
99. 3:20What does my product do? What is my
100. 3:22product? What does my service do? What
101. 3:24is the service? I'll put that into a
102. 3:26keyword research tool. I will look at
103. 3:28the sites that come up and again I will
104. 3:30look for sites that are targeting that
105. 3:33keyword somewhat properly. If I can't
106. 3:35think of generic keywords in my niche,
107. 3:37and that happens sometimes. Sometimes I
108. 3:39get writer's block like anybody, I'll
109. 3:41just go to ChhatPT. I will literally
110. 3:43just speak to Chacht for a full couple
111. 3:46of minutes, have my voice transcribed,
112. 3:49say, you know, this is what I'm doing.
113. 3:51This is what my service does. This is
114. 3:52what my products do. I am looking for
115. 3:54searchers who they know what they want,
116. 3:56but they don't know the brand that can
117. 3:58give them what they want. They're
118. 3:59looking for solutions. They are
119. 4:01searching. They're they're not doing
120. 4:02like best x fory keywords. They're
121. 4:05literally just like putting in their
122. 4:06problems into Google. Give me some
123. 4:08problems that they might be putting into
124. 4:10Google. Maybe they have an idea for the
125. 4:13product that they want. What kind of
126. 4:14products might they search for? Give me
127. 4:16some ideas. And then I will have a whole
128. 4:18list of generic keywords. Chachi PT is
129. 4:21very good at thinking of generic
130. 4:22keywords to start with. And then I will
131. 4:24go into those. And again, I will try to
132. 4:26find sites that kind of know what they
133. 4:27are doing with keyword targeting. Often
134. 4:29what you see is they are targeting some
135. 4:31keywords correctly, but they're not
136. 4:33doing it fully well and they're ranking
137. 4:35for lots of other keywords accidentally
138. 4:38that are very relevant to you that they
139. 4:40are not targeting at all. I love seeing
140. 4:43that. It gets me feeling and then you go
141. 4:44and look at the SER and the SER is just
142. 4:46not targeted at all. Gets me feeling so
143. 4:48inspired. Another place to start, easy
144. 4:51place to start, Google Search Console.
145. 4:52Look at the keywords that you're ranking
146. 4:54for. pick out the ones that are closer
147. 4:56to the bottom of the funnel or that seem
148. 4:58lucrative and say which ones are am I
149. 5:01not targeting properly. Can I insert
150. 5:03these keywords into existing content or
151. 5:05do I not have any existing content
152. 5:07that's relevant enough? Should I create
153. 5:08new content for these keywords? Another
154. 5:10place to look, this one is pretty
155. 5:12diabolical. I actually love this. I've
156. 5:14done this multiple times. See how
157. 5:16competitors represent themselves? First
158. 5:18of all, a lot of competitors, they don't
159. 5:20represent themselves with actual
160. 5:22keywords, but they have they're trying
161. 5:24to create a niche, which is very common
162. 5:26in the startup world. It's a world that
163. 5:27I play in a lot, the startup world. And
164. 5:29competitors are trying to create a
165. 5:31niche, and they're trying to claim a
166. 5:33niche, but they don't know how to do
167. 5:35SEO. I know how to do SEO. I will create
168. 5:37a page for the niche that they are
169. 5:39trying to create, and then when people
170. 5:41search for that niche that they are
171. 5:42trying to create, I show up number one
172. 5:44and not them. I love doing that. But
173. 5:45also, they might not even realize it
174. 5:47that there is actually a search term for
175. 5:49that niche. And they're describing the
176. 5:51niche in a different way than most
177. 5:53searchers are actually describing the
178. 5:54niche. And by literally just doing some
179. 5:57keyword research, you find the synonym
180. 5:59that everyone is searching for to find
181. 6:01the niche that they are doing a bad job
182. 6:03of describing. And then you make a page
183. 6:05for that niche. You target the niche.
184. 6:06The the keyword is in the page title.
185. 6:08It's in the URL slug. It's in the
186. 6:10beginning of the first sentence in the
187. 6:12H1. Metad description is optional, but I
188. 6:14like to put the keyword at the beginning
189. 6:16of the metad description. This is what I
190. 6:18look for in a SER when I am actually
191. 6:20doing keyword research and looking at
192. 6:22the search engine results pages. This is
193. 6:24what I'm looking for. Again, keyword is
194. 6:26not in the page title or the URL slugs.
195. 6:28I want to see that people are not
196. 6:29targeting this keyword adequately
197. 6:31because it just means that if I make a
198. 6:33relevant page, it's going to be very
199. 6:35easy for me to rank well for it. I want
200. 6:37to see low domain authorities relative
201. 6:40to my site's domain authority. If I had
202. 6:42a new site, I would want to see very low
203. 6:45domain authorities in the SER or at
204. 6:46least one low domain authority in the
205. 6:49SER. If you can see one low domain
206. 6:50authority in the SER and not a lot of
207. 6:53pages targeting that keyword, it's
208. 6:55usually pretty certain that if you just
209. 6:57target the keyword properly because
210. 6:59other people aren't and because the SER
211. 7:01is allowing low domain authorities, then
212. 7:04you can rank well for that keyword. So,
213. 7:06I like to see undertargeted or low
214. 7:08domain authorities. There's a lot of
215. 7:09keywords out there. There's a lot of
216. 7:10search terms out there. There's a lot of
217. 7:12people searching in different ways. You
218. 7:14don't need to go after the most high
219. 7:16volume keywords immediately. You can
220. 7:18start building up your site for relevant
221. 7:20bottom offunnel, lower volume keywords.
222. 7:23And a lot of bottom offunnel keywords
223. 7:24are just naturally lower volume because
224. 7:26there's less people at the bottom of the
225. 7:27funnel. You're ranking for these
226. 7:28keywords. You're building your
227. 7:29authority. Now you can go after higher
228. 7:31volume, more competitive keywords.
229. 7:33Competitive means that more people are
230. 7:34targeting them and that there's higher
231. 7:36domain authorities. Something else that
232. 7:37I look at in SERs in the search engine
233. 7:40results pages is maybe there actually
234. 7:43are sites that are targeting the keyword
235. 7:45properly, but the pages are very thin.
236. 7:48And you look at these pages and then you
237. 7:49go, hm, I think this might not really
238. 7:51satisfy search intent well and I can
239. 7:54create a page very easily that will
240. 7:56satisfy search intent better. Often
241. 7:58that's just including more thorough
242. 8:00content. And by putting up more thorough
243. 8:02content, I can rank above this page that
244. 8:04has thin content because it has similar
245. 8:07authority to mine. Basically, a longer,
246. 8:09deeper page on the subject matter is
247. 8:12more relevant than a shorter page on the
248. 8:14subject matter. If you're going deeper
249. 8:16into the subject matter, you are more
250. 8:17relevant. Google and search engines like
251. 8:20relevance. Something else I look for,
252. 8:21low topical authority. Is the site that
253. 8:24this page is ranking on, is it actually
254. 8:26related to the keyword? If the answer is
255. 8:28no and my site is related to the
256. 8:31keyword, I might have a easier time
257. 8:32ranking for it or low onpage relevance.
258. 8:35The page is targeting the keyword, but
259. 8:37that page isn't really relevant to the
260. 8:39keyword. That also might have higher
261. 8:41pogo sticking. I'm always thinking
262. 8:43through, is this page likely to have
263. 8:46high pogo sticking? Can I satisfy search
264. 8:48intent better so people don't pogo stick
265. 8:50on my content? The biggest indicators
266. 8:52though are that there is a page title
267. 8:55and URL slug that is just not that
268. 8:57doesn't have the keyword in it. You see
269. 8:59that it means it's not relevant. It's
270. 9:01not very relevant and it's very easy for
271. 9:02you to beat the pages in the search
272. 9:05engine results page because they aren't
273. 9:07targeting the keyword. Google wants to
274. 9:09serve searchers content that is
275. 9:11targeting the keywords or low domain
276. 9:13authorities. Though you don't
277. 9:15necessarily need this if there is nobody
278. 9:18in the search engine results page with
279. 9:20any pages remotely relevant and all you
280. 9:22have to do is come in there and make a
281. 9:24relevant page. But again, I love doing
282. 9:26this because I learn what people in my
283. 9:29niche want. I can create content a lot
284. 9:32easier than them. I can go into any
285. 9:34niche and understand it. It helps me
286. 9:36improve my products and services and I
287. 9:38just get really inspired and walk away
288. 9:40happy. I'm like, "Wow, this niche is way
289. 9:42easier than I originally thought." It's
290. 9:45crazy to me. I have so many people who
291. 9:47come on this show and they tell me that
292. 9:49they are automating keyword research,
293. 9:52completely automating keyword research.
294. 9:54And I think it is a massive opportunity
295. 9:57that people miss when they are trying to
296. 9:59fully automate keyword research. I think
297. 10:01it's just such a tremendous opportunity
298. 10:03for people who are willing to manually
299. 10:04go into the SERs, who are manually
300. 10:06willing to see what other websites are
301. 10:08ranking for to think creatively which
302. 10:10keywords are relevant to you and you get
303. 10:12a great sense of what people want and
304. 10:15what people are looking for. So, I love
305. 10:17actually really like doing keyword
306. 10:19research. It's super fun for me and
307. 10:20that's why I wanted to make this
308. 10:21episode. I find that a lot of people
309. 10:23hate keyword research. Hopefully, by
310. 10:25talking about it, you go, "Oh, you know,
311. 10:26this actually sounds pretty good." And
312. 10:28then you can think about looking at
313. 10:30keywords in the way that I think about
314. 10:31looking at keywords. So I wanted to do
315. 10:33this. If you want to see me doing
316. 10:35keyword research, I do it for two hours
317. 10:37in my SEO course, compact keywords,
318. 10:39there's a 2hour section called finding
319. 10:41compact keywords. These are finding
320. 10:42bottom of funnel keywords that are
321. 10:44typically undertargeted. But just how I
322. 10:47go about finding keywords, what I'm
323. 10:48looking for, seeing how I think through
324. 10:51things, and seeing me looking at actual
325. 10:54SERs, seeing the tools that I use, I've
326. 10:56seen everything. And that's in my SEO
327. 10:57course, compactkeywords.com.
328. 10:59It's getting crazy testimonials. If you
329. 11:01have a team, you can get it for your
330. 11:03team. I love this testimonial from John
331. 11:05Ray.
332. 11:06>> Give Edward's framework in the course to
333. 11:08one of your motivated junior employees.
334. 11:10Have them follow it exactly as he's laid
335. 11:13out. And your employee is going to gain
336. 11:15a power skill that will serve them for
337. 11:17the rest of their career. You don't have
338. 11:19to do anything. and you're going to gain
339. 11:21a six-figure, you know, SEO level
340. 11:24employee just by having them go through
341. 11:26this course. So, I've really enjoyed it.
342. 11:29Edward, thanks for putting something
343. 11:30together that feels practical, that
344. 11:32feels new. We've gone through a lot of
345. 11:34SEO courses over the last decade, and
346. 11:36this one definitely had a lot of fresh
347. 11:38stuff for us that felt relevant. Anyhow,
348. 11:40see y'all later. Bye.
349. 11:41>> Again, that's at compact keywords.com.
350. 11:43This is episode 964 of the Edward Show.
351. 11:46964 days in a row doing this podcast.
352. 11:49Got a lot of awesome SEO guests coming
353. 11:52up this week. It's going to be a fun
354. 11:55next couple of days. If you watch this
355. 11:57episode on YouTube, thank you so much
356. 11:58for watching. If you listened on Spotify
357. 12:01or Apple Podcasts, thank you so much for
358. 12:03listening and I will talk to you again
359. 12:05tomorrow. Bye now.