How to Find Bottom-Of-Funnel Purchase-Intent Keywords (#140)

0:00my good friend and Mentor Yuri chernin Yuri chernin of darn good ads this episode is for you Yuri ask me how do you find keywords this is going to be an SEO episode a search engine optimization episode I talk a lot on this show about bottom of funnel search engine optimization search engine optimization is the act of making things rank high on Google so you get traffic from Google and bottom of funnel means somebody is searching for something with the intent to use or purchase that thing so you want to Target these keywords that are meaningful that brings you customers that brings you users not just

0:38randos who give you visibility meaningless visibility you want to you want to Target people who convert into whatever it is that your goal is and you do that by targeting the right keywords the keyword is whatever you put into Google it's just whatever you search so you do that with your targeting and then some link building you want to have an authoritative website but link building that's a topic for many other episodes talked about it a ton how do you find keywords I actually don't think I've really gotten deep into how to find bottom of funnel purchase intent keywords I'm going to give a ton of

1:12value on this on this episode this a this free this is free can't believe I'm giving this away but I'm going to give it away because Yuri asked I thought it would make a good topic for a podcast and that's what I'm going to do I'm record it so purchase intent keywords bottom of the funnel keywords it's a syn synonym same thing purchase intent bottom of funnel call it what you wanna what you want to call it here's what I do I start by doing two things I want to see what keywords my competitors or similar companies are ranking for and I want to look at keyword suggestions to

1:46find similar or related keywords to the keywords that I think are relevant to me so I usually just start with if there if I have a keyword in mind if I have a term a search term in mind I use MZ I use the M Suite I think it's the best SEO tool because they have this onpage grader tool which I'll talk about in a little bit if I'm looking at keyword suggestions they literally have a tool called keyword suggestions and I'll just put in the keyword that is top of mine for me and see what MZ recommends the other thing that I do is I use their

2:18tool keyword Explorer it has all these different aspects to it keyword suggestions is one of them but you can also click explore by site and then you can put in your competitors or Sim websites URLs and see the keywords that they rank for and Moz this tool will give it to you in a CSV I open it in Excel I will take out the keywords that involve the Brand's name of the competitor a lot of times people search if it's a popular competitor a lot of their keywords have their name in it so like slack login for example so I will say any keyword that doesn't contain

2:54slack and then I will sort by volume highest volume to lowest volume there's a difficulty score that Moz gives you I will usually remove anything that is over a 60 that will take out a bunch of keywords and anything that's over a crazy amount of volume maybe a 100,000 maybe 50,000 it really depends on the niche could be 10,000 could be could even be 5,000 5,000 monthly searches anything that's too high I will remove that the reason for this is bottom of funnel keywords less people search for them per month because there are less people who are ready to buy and more people who are exploring exploring is at

3:33the top of the funnel so I will filter out by volume if it has too much volume or if it's too difficult it gets filtered out if it has a brand name it it gets filtered out and then with the keyword suggestions and the keywords that competitors are ranking for I do the same thing I look through them I read through them and I look for keywords that seem to have purchase intent behind them so if somebody is searching not just purchasing but use intent keywords that seem like they are at the bottom of the funnel I will give you some examples from a tool called

4:10bitrix 24 this is a tool that I talk a lot about on this show not because I use it but because it is the site that taught me bottom of funnel search engine optimization I was living in Minsk in bellus at the time it was October 2019 I was looking at competitors and I found this tool bitrix ranking for some things that seem similar to what art tool reverb. chat could rank for and then I started looking into bitrix and I said oh my God this website is brilliant these seos are brilliant and I learned from them so some examples of purchase intent keywords from bitrix 24 are free

4:52opportunity management software clearly somebody who is searching that is looking for free opportunity management software secure on online document management soft software again the person searching it is looking for what are they looking for secure online document management software custom Erp system with unlimited CRM enterprise resource planning Erp software these all how do you tell someone might ask me how do you tell what has has purchase intent behind it I don't have an easy answer for that yet that's like the truth is if you don't understand language if if you can't discern between what somebody means when you read words and and a lot of people can't but like bottom bottom

5:39of funnel SEO or just SEO in general it might not be the best channel for you but I believe that a lot of people can discern just reading a phrase what the intent is behind that search for me it's intuition when I see these keywords I know they are bottom of funnel I know people are searching for unified communication software for your team I I like I know they're they are looking to use unified communication software for for your team and that's why they are searching it because they know what they want but they don't know the brand that's going to give it to them and

6:13that's why they searching it so I look for ones that have purchase intent and then here is what I do once I find one of these keywords I want to see that it does not have a lot of competition on the Ser Ser stands it's an acronym it stands for search engine results page I use the Ser analysis tool from MZ for this MZ Moz really is the goat I have access I won't I won't like you know poop all over it but I have access to a $110,000 a month Enterprise SEO tool just from my days doing Enterprise SEO and my colleagues just give me access to

6:54this tool $10,000 a month I still use Moz Moz is $100 a month I still use it because of its Ser analysis tool and its onpage grader so the mo onpage grader I've talked about it before basically just gives you a score out of a 100 on how well optimized a page is for a keyword how directed how targeted a Pages for a keyword the higher your score the more targeted the page is you can use that tool Standalone the mo on page grer but if you use the serp analysis tool from Moz it shows you the ser shows you the search engine results page it shows you the 10 Blue Links for

7:34your keyword and then it shows you how well optimize using the Moos on page grader each result is for the keyword and so I will look for one of two things the easiest and the most obvious is that nobody is optimized for the keyword and the domain Authority The Authority that the root domain the root URL the the SEO Authority domain Authority is literally a score from o I want to see that that the domain Authority is low and nobody is targeting this keyword there are no green scores there's no high scores the Maz on page grer will give you a high score with the color green it gives you

8:16a number I don't want to see any numbers over really the high 80s to be honest maybe one or two is okay because it just means there's not a lot of competition but that's the most obvious which is that it's just a bunch of low domain Authority websites ranking for the keyword and none of them are targeted for the keyword oh and when I see a keyword that is purchased intent honestly it doesn't even matter that much if it has high volume or not because I made an article about this you can see it on I made a newsletter and all of my newsletters are published to

8:48my website so my newsletter is edward.com newsletter if you want to read the specific newsletter it's just Edward ster.com articles and the name of the article is more traffic than you think and I share how keywords that have low volume actually get tons more volume than the keyword detector tools tell you so that's the thing it doesn't matter if you're targeting a purchase intent keyword that has a low volume because you will rank if you rank number one for it you'll show up for a bunch of variations and that will bring you a lot of customers a lot of users a lot of visibility relevant visibility qualified

9:23visibility so that's the first thing that I want to see if I don't see that sometimes I will see that there are no websites that are targeting this keyword but there are a lot of high domain Authority websites that are ranking for it that can happen quite frequently and if the difficulty score is high enough you may even if you even if you optimize totally 100% for this keyword you may still have a hard time ranking for it if all of your competition is really authoritative has high domain Authority scores and in in this case if you see a lot of high domain Authority websites ranking for for your keyword on the serp

10:01on page one then you want to see that these pages are really not targeted for these for this keyword really and and all of them will have the minimum score I think will be like 71 so anything usually what happens with with this tool with the serp analysis tool is that everything that ranks on page one either has like a score of a minimum score of 71 or or not valid so it's not enough in this scenario to look at the score so you need to see that these high domain Authority websites are really you have to read what what like you don't have to read everything that they made but you

10:38have to read the page title and The Meta description you have to understand what pages are showing up and sometimes you will see that these high domain Authority websites the pages that are ranking for this keyword are just completely irrelevant and you're like I think I can make something that satisfies purchase intent really well and these Pages these high domain Authority websites are not satisfying in the intent behind this keyword search and that's a scenario where you can go after it high domain Authority is more complicated which is why this one is harder to explain but again the gist of it is if you see when you using the serp

11:15analysis tool and you're looking for your keyword that many high domain Authority websites are ranking for your keyword but their on page grer scores are low you actually need to see why they are low you need to see that they are irrelevant to the intent to the search to the keyword itself and if that's the case you can still go after the keyword but The Sweet Spot the absolute sweet spot is the keyword is purchase intent bottom of funnel keyword everything on page one is in the yellow low scores low optimization scores and the domain Authority is low as well that is a sweet spot this is episode what's a

11:59what's the episode number of this I think I don't even know this is episode 140 of the Edward show let me set the scene it is a it is 11:36 p.m. 11:36 p.m. I have a cup of coffee in my hand I Got 5 hours of sleep last night woke up at 700 a.m. I was too excited because today I moved into a new apartment in this small polish city I'm crazy you know I really like what Paul Graham does Paul Graham is just living from what I hear he's living in the forest he's a founder of why combinator prolific startup writer living in the forest and

12:32just writing and enjoying life and being productive in the ways that he wants to be productive living his life the way that he wants to live and so I'm living in this small polish city with two of my friends from New York City from back home and I got a one-year lease I can I can break the lease it's not when you break a lease here it doesn't affect your credit score like it does in the United States lease can be broken it's not a big deal but I did I got a I signed a one-year leasee and I spent the the entire day from 7:00 a.m. to now

13:01just setting up this new apartment running back and forth different stores getting all these things going all around the city getting all these things for the apartment I was aching my feet are hurting I'm exhausted and it was 11 it was 11 o'clock and I'm like oh man I got to record my daily podcast I got to make a Tik Tok I haven't made a Tik Tok today I haven't missed a day in I don't know 380 days or something since I started the Tik Tok November 1 1 of 2022 I haven't missed a DAT and since I started this daily podcast I haven't missed a date so I don't intend on

13:37missing a day now and I'm in a I'm in a great spot with this apartment loving this new apartment I got you may have noticed the quality of the podcast is better than the last couple of days because since Monday of last week I was living in a hotel and my mic was packed deep in my suitcase and now I have my proper mic again so it sounds nice I'm in a good spot still hdden those consecutive days and really excited cuz I'm a year into content daily content production especially with the Tik Tok and I I'm wondering what this next year is going to bring I want to I I want to

14:14end this episode even though this episode is about search engine optimization bottom of funnel search engine optimization specifically how to find those keywords I want to end this with something that I learned when I was at the Forbes top Creator Summit couple of weeks ago and I met one of my first followers one of the first people that I followed excuse me one of the first people that I followed on Tik Tok this Chef named Zachary Neiman he's also from New York just like me and we talked he was there he has I think 550,000 followers now only in his second year of Tik Tok but his first year he was at

14:4810,000 followers and my first year he he said this to me he's like oh my God you're this is your first year and you're already at 68,000 followers crazy what will you be in on your second year cuz my first year I was only at 10,000 then my second year I was at 500,000 so I'm really eager to see what's going to happen over this next year I'm going to be grinding on some crazy things living in a quiet spot with very little distractions really excited for the output that's coming in a very nice apartment at the top of some building and I can't wait to see what the next

15:22year brings episode 140 of the Edward show thank you so much for listening I will talk to all of you all of you again I'll talk to all of you again tomorrow bye now