# How I Find Low-Competition Keywords That Actually Convert

Channel: Edward Sturm
Video: https://www.youtube.com/watch?v=_EYvOGlR2dw
Duration: 12 min
Language: English
Words: 2535
Transcript page: https://viewrankai.com/tools/youtube-transcript/_EYvOGlR2dw

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[0:00] A lot of SEOs hate keyword research. I never actually understood that cuz I love keyword research. For me, it's one of the most fun things to do. I'm going to share how I do keyword research or some of the ways that I do keyword research, what's most important to me, what I look for in the search engine results pages in the SERs. But I really like doing it. I learn when I do keyword

[0:20] research, I learn what the streets want. I learn what language to use to describe the niche. I can go into any niche and become kind of fluent in the niche very fast just from doing good keyword research. I learn what people care about which informs my products and services. So I can actually make things that people want. I learn what is most important to searchers and I can make pages that target keywords then go deeper into what the searchers actually want on these pages to reduce pogo sticking and then to move searchers into my funnel. I every time I do keyword research, I walk away inspired. I walk

[0:55] away inspired and I feel good because I see that most niches are way less competitive than maybe like I would initially think. And if you're thinking about going into a niche or you're struggling with your niche and you just spend an hour or two actually really looking at the keywords in the niche, going deeper into finding creative keywords, you might do this and then walk away too thinking, "Wow, this is

[1:17] actually a lot more attainable. dominating this niche is a lot more attainable than I thought. And that's how I feel when I walk away from doing keyword research. I feel, wow, I can't wait to dominate the SEO in this niche. So, the most important thing for me when I start doing keyword research is looking at what competitors are ranking for, and I I don't even know if I would actually call them competitors. I would instead say sites that kind of know what

[1:43] they are doing with keyword targeting. What you do is you start by having a bunch of keywords or just like ideas for search terms. And I'll get into that in a moment. You put in one of these search terms. You see the sites that come up and what you specifically want to look for is a site that has that keyword in the page title and the URL slug. If you look at enough of these sites, you will find that one of them is actually doing SEO. Because if you want to do SEO, take your keyword, put in the page title, put it in the URL slug. You should also put

[2:13] it in the H1, the beginning of the first sentence. But I mean, a lot of sites in the first place don't even know to take your keyword and put it in the page title and the URL slug. If you see that, you look at a few sites, eventually you will find one that is ranking for a decent number of keywords. Maybe they just know how to describe themselves properly. Or maybe they are actually doing SEO. And then you start seeing what these sites are ranking for. And then you start picking keywords out that are relevant to you. Oh, that's relevant to me. That's relevant to me. that's

[2:41] relevant to me. That's relevant to me. Now you have tons more keywords to go down the rabbit hole and look at. If you've been listening to the show for a while, you know that I like to prioritize keywords that are closer to the bottom of the funnel, which means the people who are searching them are literally looking to convert. They know what they want. They're just looking for

[2:59] the brand to give them what they want. These keywords are a lot easier to rank for as well because they're usually undertargeted. These are the types of keywords where a lot of people aren't actually going after them deliberately by putting these keywords in their page titles and their URL slugs. I will just start basically by thinking of a generic

[3:17] keyword in my niche. What is my niche? What does my product do? What is my product? What does my service do? What is the service? I'll put that into a keyword research tool. I will look at the sites that come up and again I will look for sites that are targeting that keyword somewhat properly. If I can't think of generic keywords in my niche, and that happens sometimes. Sometimes I get writer's block like anybody, I'll just go to ChhatPT. I will literally just speak to Chacht for a full couple of minutes, have my voice transcribed,

[3:49] say, you know, this is what I'm doing. This is what my service does. This is what my products do. I am looking for searchers who they know what they want, but they don't know the brand that can give them what they want. They're looking for solutions. They are searching. They're they're not doing like best x fory keywords. They're literally just like putting in their problems into Google. Give me some problems that they might be putting into Google. Maybe they have an idea for the product that they want. What kind of products might they search for? Give me some ideas. And then I will have a whole

[4:18] list of generic keywords. Chachi PT is very good at thinking of generic keywords to start with. And then I will go into those. And again, I will try to find sites that kind of know what they are doing with keyword targeting. Often what you see is they are targeting some keywords correctly, but they're not doing it fully well and they're ranking for lots of other keywords accidentally that are very relevant to you that they are not targeting at all. I love seeing that. It gets me feeling and then you go and look at the SER and the SER is just not targeted at all. Gets me feeling so

[4:48] inspired. Another place to start, easy place to start, Google Search Console. Look at the keywords that you're ranking for. pick out the ones that are closer to the bottom of the funnel or that seem lucrative and say which ones are am I not targeting properly. Can I insert these keywords into existing content or do I not have any existing content that's relevant enough? Should I create new content for these keywords? Another place to look, this one is pretty diabolical. I actually love this. I've done this multiple times. See how competitors represent themselves? First of all, a lot of competitors, they don't represent themselves with actual keywords, but they have they're trying

[5:24] to create a niche, which is very common in the startup world. It's a world that I play in a lot, the startup world. And competitors are trying to create a niche, and they're trying to claim a niche, but they don't know how to do SEO. I know how to do SEO. I will create a page for the niche that they are trying to create, and then when people search for that niche that they are trying to create, I show up number one and not them. I love doing that. But also, they might not even realize it that there is actually a search term for that niche. And they're describing the

[5:51] niche in a different way than most searchers are actually describing the niche. And by literally just doing some keyword research, you find the synonym that everyone is searching for to find the niche that they are doing a bad job of describing. And then you make a page for that niche. You target the niche.

[6:06] The the keyword is in the page title. It's in the URL slug. It's in the beginning of the first sentence in the H1. Metad description is optional, but I like to put the keyword at the beginning of the metad description. This is what I look for in a SER when I am actually doing keyword research and looking at the search engine results pages. This is what I'm looking for. Again, keyword is

[6:26] not in the page title or the URL slugs. I want to see that people are not targeting this keyword adequately because it just means that if I make a relevant page, it's going to be very easy for me to rank well for it. I want to see low domain authorities relative to my site's domain authority. If I had a new site, I would want to see very low domain authorities in the SER or at least one low domain authority in the SER. If you can see one low domain authority in the SER and not a lot of pages targeting that keyword, it's usually pretty certain that if you just

[6:57] target the keyword properly because other people aren't and because the SER is allowing low domain authorities, then you can rank well for that keyword. So, I like to see undertargeted or low domain authorities. There's a lot of keywords out there. There's a lot of search terms out there. There's a lot of people searching in different ways. You don't need to go after the most high volume keywords immediately. You can start building up your site for relevant

[7:20] bottom offunnel, lower volume keywords. And a lot of bottom offunnel keywords are just naturally lower volume because there's less people at the bottom of the funnel. You're ranking for these keywords. You're building your authority. Now you can go after higher volume, more competitive keywords. Competitive means that more people are targeting them and that there's higher domain authorities. Something else that I look at in SERs in the search engine results pages is maybe there actually are sites that are targeting the keyword

[7:45] properly, but the pages are very thin. And you look at these pages and then you go, hm, I think this might not really satisfy search intent well and I can create a page very easily that will satisfy search intent better. Often that's just including more thorough content. And by putting up more thorough content, I can rank above this page that has thin content because it has similar authority to mine. Basically, a longer, deeper page on the subject matter is more relevant than a shorter page on the subject matter. If you're going deeper into the subject matter, you are more relevant. Google and search engines like relevance. Something else I look for,

[8:21] low topical authority. Is the site that this page is ranking on, is it actually related to the keyword? If the answer is no and my site is related to the keyword, I might have a easier time ranking for it or low onpage relevance. The page is targeting the keyword, but that page isn't really relevant to the keyword. That also might have higher pogo sticking. I'm always thinking through, is this page likely to have high pogo sticking? Can I satisfy search intent better so people don't pogo stick on my content? The biggest indicators though are that there is a page title and URL slug that is just not that

[8:57] doesn't have the keyword in it. You see that it means it's not relevant. It's not very relevant and it's very easy for you to beat the pages in the search engine results page because they aren't targeting the keyword. Google wants to serve searchers content that is targeting the keywords or low domain authorities. Though you don't necessarily need this if there is nobody in the search engine results page with any pages remotely relevant and all you have to do is come in there and make a relevant page. But again, I love doing this because I learn what people in my niche want. I can create content a lot

[9:32] easier than them. I can go into any niche and understand it. It helps me improve my products and services and I just get really inspired and walk away happy. I'm like, "Wow, this niche is way easier than I originally thought." It's crazy to me. I have so many people who come on this show and they tell me that they are automating keyword research,

[9:52] completely automating keyword research. And I think it is a massive opportunity that people miss when they are trying to fully automate keyword research. I think it's just such a tremendous opportunity for people who are willing to manually go into the SERs, who are manually willing to see what other websites are ranking for to think creatively which keywords are relevant to you and you get a great sense of what people want and what people are looking for. So, I love actually really like doing keyword research. It's super fun for me and that's why I wanted to make this episode. I find that a lot of people hate keyword research. Hopefully, by

[10:25] talking about it, you go, "Oh, you know, this actually sounds pretty good." And then you can think about looking at keywords in the way that I think about looking at keywords. So I wanted to do this. If you want to see me doing keyword research, I do it for two hours in my SEO course, compact keywords, there's a 2hour section called finding compact keywords. These are finding bottom of funnel keywords that are typically undertargeted. But just how I go about finding keywords, what I'm looking for, seeing how I think through things, and seeing me looking at actual SERs, seeing the tools that I use, I've seen everything. And that's in my SEO

[10:57] course, compactkeywords.com. It's getting crazy testimonials. If you have a team, you can get it for your team. I love this testimonial from John Ray. Give Edward's framework in the course to one of your motivated junior employees. Have them follow it exactly as he's laid out. And your employee is going to gain a power skill that will serve them for the rest of their career. You don't have to do anything. and you're going to gain a six-figure, you know, SEO level employee just by having them go through

[11:26] this course. So, I've really enjoyed it. Edward, thanks for putting something together that feels practical, that feels new. We've gone through a lot of SEO courses over the last decade, and this one definitely had a lot of fresh stuff for us that felt relevant. Anyhow, see y'all later. Bye. Again, that's at compact keywords.com.

[11:43] This is episode 964 of the Edward Show. 964 days in a row doing this podcast. Got a lot of awesome SEO guests coming up this week. It's going to be a fun next couple of days. If you watch this episode on YouTube, thank you so much for watching. If you listened on Spotify or Apple Podcasts, thank you so much for listening and I will talk to you again

[12:05] tomorrow. Bye now.

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