how to do keyword research for a new website full with timestamps YoutubeScribe.com

[0:00] Which keywords should you target when you're
just starting out?
[0:02] And can you actually rank for them?
[0:04] In today's keyword research tutorial,
[0:06] I'm going to show you how to do keyword research for a brand new website.
[0:10] Stay tuned.
[0:10] [music]
[0:15] What's up SEOs, Sam Oh here with Ahrefs, the
SEO tool that helps you grow your search traffic,
[0:19] research your competitors and dominate your niche.
[0:22] Now, this tutorial isn't full of rainbows and butterflies.
[0:25] There isn't exactly a cookie-cutter formula
that'll solve all of your keyword research woes.
[0:31] If you're not willing to put in the work, or you're 
not willing to pay someone to do it for you,
[0:35] then don't bother watching this video.
[0:37] But if you want to get results and predictably
rank for keywords that are going to drive traffic
[0:42] and revenue for your business, then let's get to it.
[0:44] So to make this tutorial as actionable as possible,
[0:47] I want to do keyword research with you in a completely random niche.
[0:51] So last week, I searched for "list of niches"
in Google, clicked on the first result,
[0:56] copied the categories down, and put them into this random, "wheel spinner."
[1:00] I spun the wheel,
[1:02] [Dating and relationships...  Dating and relationships...]
[1:05] and here's our topic for the day....
[1:07] Fitness and weight loss.
[1:10] Alright, so the first step is to generate
keyword ideas using 2 or 3 seed keywords.
[1:16] A seed keyword is usually a broad term related
to your niche.
[1:19] Generally speaking, they'll be one or two words long.
[1:22] So in our case, "fitness" and "weight loss" 
would be our seeds.
[1:26] Now, to drill down on the idea of seeds, let's
say we had a site on pet care.
[1:30] Our seed keywords might be "pet," "pets," "dog,"
"dogs," "cat," "cats"... you get the point.
[1:37] Now, in order to research keywords, you'll
need a keyword research tool.
[1:40] The two tools I recommend are Keywords Everywhere
and Ahrefs' Keywords Explorer.
[1:45] Keywords Everywhere is great because you can
get basic keyword metrics like search volume
[1:49] and CPC data for free.
[1:51] So if you're just starting out, this might
be a good tool to try.
[1:55] But naturally, it will come with some limitations.
[1:57] Ahrefs' Keywords Explorer on the other hand
has all the bells and whistles,
[2:01] a massive database of around 8 billion keywords, 
and will give you numerous layers of data
[2:06] that are critical for keyword analysis.
[2:09] So I'll be using that tool for the rest of the tutorial.
[2:11] So let's start by taking our seed keywords
and enter them in Keywords Explorer.
[2:15] Now, I'll run the search.
[2:17] Next, I'll go to the All keywords report in
the sidebar and you'll see a massive list
[2:22] of 2.6 million keyword ideas.
[2:25] Now, if you look at the keywords, you'll see
that a lot of them are irrelevant.
[2:28] So we'll need to brainstorm a list of keywords
that are relevant to your seeds.
[2:33] Since we're talking about fitness and weight loss, 
some words that come to mind for me would be
[2:37] "diet," "bodybuilding," "training," "calorie," and "dumbbells."
[2:42] So let's make a note of these on our 
"relevant keywords" list.
[2:45] Next, look to Google autosuggest.
[2:48] First, I'll type in "weight loss," and you'll see words 
like "pills," "smoothies," "foods," and "programs."
[2:54] So let's add these to our list too.
[2:56] Now, I'll do the same for "fitness."
[2:58] But it doesn't look like there's anything relevant, 
so I'm actually going to run the search.
[3:03] Next, I'll scroll to the bottom of the page
and look at the Related searches.
[3:07] So we have "workouts" and "body."
[3:09] Let's add these to our list too.
[3:11] Now, if you find the autosuggestions to be
helpful, then you can get a much larger list
[3:15] using the Search suggestions report in
Keywords Explorer.
[3:18] If we go to that report with "fitness" and "weight
loss" as our seeds, then you'll see around
[3:22] 2,600 keywords to look through.
[3:24] So "equipment," "shakes," and "meal plans," would
be good ones to add to our list.
[3:29] One last place you can look is Google Correlate.
[3:31] So I'll search for "weight loss" and now we
can see some more interesting words like
[3:36] "fat," "abs," "burn," "whey" and "protein."
[3:40] In fact, the word "abs" makes me think of other 
body parts like "chest," "shoulders," and "legs."
[3:45] Now, that we have a list of relevant keywords
to our seeds,
[3:48] let's go back to the All keywords report and filter 
our list down to ones we can consider targeting.
[3:54] To remove a lot of these irrelevant keywords,
let's click on the Include filter and paste in
[3:58] a comma separated list of our relevant keywords.
[4:01] I'll also set it to show "Any word," which
will narrow down our list to only keywords
[4:06] that contain any of these words.
[4:09] And we're now down to around 188,000 keywords 
from 2.6 million!
[4:14] And as you can see, the list looks much better.
[4:17] Alright, so rather than skimming through 188,000
keywords, we're going to start adding additional
[4:23] layers of filters to get even more targeted.
[4:26] Now, generally speaking, you're going to see
three types of keywords.
[4:30] The first are money terms.
[4:31] And these will usually be your core business drivers.
[4:34] They're generally hard to rank for because
people don't want to link to pages that target
[4:38] these kinds of keywords because there's very
little value add for them and their audiences.
[4:44] Next are keywords around topics that 
generate backlinks.
[4:47] The primary goal of creating content around these keywords
[4:50] isn't about ranking or getting a ton of search traffic.
[4:54] It's about creating content around these linkable topics
[4:57] so you can generate as many quality links as possible.
[5:01] And the goal is to build authority to these pages,
and funnel PageRank to other topically relevant pages.
[5:07] Finally are low-competition keywords.
[5:09] These are keywords you can rank for without
building a ton of links.
[5:13] Targeting these keywords are important because
they'll help you get some search traffic faster
[5:18] and slowly start the progression of natural link growth.
[5:21] Now, at this stage of keyword generation, all
we're trying to do is find as many keywords
[5:25] that are relevant to your business.
[5:27] So for now, don't worry about keyword analysis
because we'll dive deep into that later.
[5:31] So let's start off by finding low-competition keywords.
[5:34] Let's go back to where we left off in the 
All keywords report.
[5:38] Since we still have a pretty large pool of
keywords, let's narrow this down to keywords
[5:42] that have at least 500 monthly searches.
[5:45] Much better.
[5:47] Now, to find low-competition topics let's
set a Keyword Difficulty filter to a maximum
[5:51] of something low-ish like 20.
[5:54] Looking at the keyword list, you'll see a
couple of irrelevant ones at the top
[5:57] related to "planet fitness," which are clearly 
branded queries.
[6:01] So let's exclude these from our keyword list
by clicking on the Exclude filter.
[6:06] And I'll type "planet" and apply the filter.
[6:08] Since our list looks pretty clean, the last thing 
I'm going to do is sort the list by Parent topic.
[6:13] If you're unfamiliar with Parent topic, it determines 
if you can rank for your target keyword
[6:18] while targeting a more general topic instead.
[6:20] For example, rather than creating a post on
"what is the best diet for me"
[6:24] and then another on "best diet for me,"
[6:27] the Parent topic is telling us that we really only need to create one post
[6:31] and we could rank for both keywords as a result.
[6:34] Now, before you go off and start targeting
only parent topics,
[6:38] take note that if the parent topic is different from 
the query in the Keyword column,
[6:42] then you should check its keyword difficulty scores too.
[6:45] For example, the keyword, "whey protein for
weight loss" has a KD of 13.
[6:50] But if we click on the parent topic, "whey protein,"
[6:53] you'll see that it has a much higher Keyword 
Difficulty score.
[6:56] So what should you do?
[6:57] That'll depend on what you see in your keyword
analysis, which again, we'll dive into later.
[7:02] So for now, I'll quickly sift through this
list and rather than analyzing every keyword,
[7:07] I'm just going to add a checkmark beside the
ones that seem like
[7:09] interesting topics to create content around.
[7:12] After I've gone through the first page, I'll
scroll back to the top to create a list.
[7:16] Let's call this one "weight loss - low competition."
[7:19] Then go through the remaining pages until you're 
satisfied with the number of keyword ideas.
[7:24] Next, let's fill our second bucket of keywords
with potentially link-bait worthy topics.
[7:29] Again, the purpose of these pages is to get
quality backlinks so you can build authority
[7:33] to your pages, and pass PageRank by linking
internally to your other pages.
[7:38] This will help you rank your low-competition
pages, money pages, or both.
[7:43] So the way we're going to discover these keywords
is by finding pages that have already generated
[7:47] a ton of links, reverse engineer why they might 
have had such great success,
[7:52] and then take that angle but create better content
for some Skyscraper-styled link building.
[7:57] So let's start by entering some seed keywords
in Keywords Explorer.
[8:00] Next, I'll go to the Phrase match report to find keywords that contain our seed keywords
[8:05] in the order they're written.
[8:06] Now, we're actually going to do the opposite
of what we did for low-competition keywords.
[8:10] We're going to set a minimum Keyword Difficulty
score to something high like 70.
[8:15] And the reason why we're doing this is because
Ahrefs' Keyword Difficulty score is calculated
[8:19] by taking a weighted average of the number of 
referring domains pointing at the top-ranking pages.
[8:24] Meaning, the higher the KD score, the more
links there are pointing at the top 10 pages.
[8:29] And I can't take credit for this little hack.
[8:31] This is something that Gael Breton from Authority
Hacker shared with me at a conference last year,
[8:35] so thank you.
[8:36] Again, I'm going to sort this keyword list
by parent topic to group our list
[8:40] of potential link-bait topics together.
[8:42] Now, to remove some of the ultra long-tail
keywords in this list,
[8:45] I'm going to set a filter to only show keywords with
at least 100 monthly searches.
[8:51] Rather than scanning the keyword ideas column,
I'm going to scan the parent topic column.
[8:55] And that's because we're looking for topics
to create link-worthy pieces on,
[8:59] rather than keywords to target.
[9:01] For example, we could create a tool that's
a "weight loss calculator."
[9:04] And you'll see below are a bunch of branded
queries that we probably won't go after,
[9:08] so I'll go to the next page.
[9:10] Then we see a couple topics on losing weight
and losing weight fast.
[9:14] Based on the SERP for this topic, a well-researched
guide with a case study might
[9:17] work well to generate links.
[9:19] Now, looking further, we have the parent topic
of "fitness tracker."
[9:22] And based on the keyword ideas under this
parent topic, I'm guessing this has something
[9:26] to do with fitness tracker reviews and comparisons.
[9:29] Now, since most affiliates aren't actually
buying the products, testing them, and reporting back,
[9:35] that's something I might do to gain a bit of an edge
[9:37] and have plenty of link prospects to reach out to.
[9:40] Now, in terms of the SEO strategy that goes
along with these link-bait style pages,
[9:44] I'll link up our video on "The Middleman Method"
in the description
[9:47] so you can carry this out to completion.
[9:49] Finally are finding money terms.
[9:52] Now, "money" terms will vary depending on the
nature of your business.
[9:55] For example, an Ecommerce store might want
to rank for keywords that have transactional intent
[9:59] like "buy product name."
[10:01] And an affiliate site might want to rank for
queries that include words like "best," "top,"
[10:07] "comparison," "vs," or "review."
[10:10] So assuming our fitness and weight loss website
monetizes through affiliate commissions,
[10:14] I'll go to a filterless version of the Phrase match report
[10:17] and add those keywords in the Include filter.
[10:20] I'll also want to set the option to "Any word"
[10:22] so I can see all phrases that mention any 
of these words.
[10:26] And just like that, I have a massive list of keywords 
that would be easy plugs for affiliate products
[10:31] like "best fitness tracker," "best fitness watch," and more.
[10:35] From here, you can create your own combination
of filters to target low-competition keywords,
[10:40] keywords with decent search volume, or both.
[10:43] Again, sift through the list, add checkmarks
to anything that interests you, and create a new list.
[10:49] I'll call this list "weight loss money keywords."
[10:52] At this point, you should have a ton of keyword ideas.
[10:55] But not all of them will be worth going after.
[10:57] So let's move on to the next step, which is
to identify search intent
[11:01] for each of the keywords on your list.
[11:03] Search intent basically means the reason behind
a searcher's query.
[11:07] And here's a rule to follow when doing SEO.
[11:09] If you can't match what searchers want, then
don't go after that keyword.
[11:14] The easiest way to identify search intent
is to look at the top 10 ranking pages
[11:18] for your target keyword.
[11:20] Most of the time, you'll notice that all or most pages
[11:23] follow the same content format and type.
[11:26] For example, looking at the top 3 results
for "how to lose weight," you can tell just
[11:30] by reading the titles that all of the pages
are informational blog posts.
[11:35] If you have a blog and can write a guide on
losing weight,
[11:38] then yes, you can fulfill search intent.
[11:40] Whereas a query like, "fitness equipment," shows product and category pages for Ecommerce stores.
[11:46] If you don't have an Ecommerce store, then
don't bother going after this query
[11:50] because you won't be able to match search intent.
[11:52] There's no proven trick around this and it
literally takes 10 seconds to do, so do it
[11:56] for all keywords that you're interested in
going after and make a note of search intent.
[12:01] Now, if you set up a list in Keywords Explorer
like I did earlier, then instead of Googling
[12:05] every single keyword, you can just click on
the SERP button to see the top 10 ranking pages
[12:09] and infer search intent from the titles.
[12:12] This brings us to the next step, which is
to assess ranking difficulty.
[12:15] Now, SEO and ranking on Google is like a game.
[12:18] Certain levels are easy to beat.
[12:20] And others require you to level up before
you can beat the bigger bosses.
[12:24] For example, if you couldn't see the health
bar for your opponents,
[12:27] then you'd have no idea what it would take to win.
[12:30] In the same way, you need to know who you're
up against
[12:33] so you'll know what it takes to outrank them.
[12:36] And for that reason, you need SEO metrics
to create some sort of predictability in ranking.
[12:41] The way we assess ranking difficulty is by analyzing 
the SEO metrics of the top 10 ranking pages.
[12:47] Now, there are 3 things you need to look at.
[12:48] First are the number of referring domains,
which are unique websites linking to the page.
[12:53] Second is the authority of the ranking domains.
[12:56] And third is topical relevance of the top
ranking pages and websites.
[13:01] Let's run through some examples here.
[13:03] If we look at the SERP for "weight loss workout
for men," you'll see that there aren't a whole
[13:07] lot of unique websites linking to the pages.
[13:10] In fact, this one here has zero links, yet 
ranks pretty high.
[13:14] Not bad on that front.
[13:15] Next is to look at the authority of the ranking domains.
[13:18] And we can do this by using the DR or Domain 
Rating metric,
[13:21] which represents the overall strength of a website's backlink profile.
[13:25] Looking through the results, you'll see these
two with low-ish Domain Ratings at 34
[13:30] which have managed to rank pretty high in the organic
search results.
[13:34] And with a little bit of link building, they can probably 
be outranked.
[13:37] Finally, we'll look at the relevance of the 
top ranking pages
[13:40] as well as their domains as a whole.
[13:43] Just by looking at the domain names, you can
tell that all of them are related to health and fitness.
[13:48] So overall, the top pages come from relevant domains.
[13:51] Now, when we're looking at topical relevance
of the page,
[13:53] we're focusing on a bit of the on-page SEO part.
[13:57] And oftentimes, the title will give us enough context
[13:59] on whether they've optimized for your target keyword.
[14:02] Generally speaking, people tend to use their
primary keyword in the title
[14:06] or a modified version of it.
[14:08] And it looks like only results number 3 and
4 are doing that, which also happen to be
[14:13] from the lower authority domain.
[14:14] So as a new or developing website, this might
be an opportunity to leverage specificity
[14:19] and generate more clicks by speaking to the
target audience.
[14:22] So in my opinion, it wouldn't be too difficult
to rank in the top 5 for this keyword
[14:27] if a) you have a topically relevant domain,
[14:30] b) you can get some quality backlinks to your page from different websites,
[14:34] and c) your page is targeted specifically at men.
[14:37] The last layer to look at here is the Traffic column.
[14:40] Looking at the topically relevant pages for
our target keyword, you'll see that this page
[14:44] gets around 2,000 monthly search visits from
the US alone.
[14:48] Use these numbers to make informed decisions
on whether ranking your page will be worth
[14:51] your time, money, and effort.
[14:54] In my opinion, this one is worth the perceived effort.
[14:57] Now, if we were to do this for another one
of our so-called low-competition topics
[15:01] like "weight loss workouts for women," then we'll
come up with a slightly different analysis.
[15:06] For the most part, they seem to have double-digit referring domains,
[15:10] they all come from highly authoritative websites,
[15:13] and topical relevance of the pages are quite high.
[15:16] For example, you'll see that the first two
results from self.com and shape.com don't
[15:19] have mention of "women's".
[15:22] But these two websites create content that's
mostly targeted at women.
[15:26] And these two articles are no different.
[15:29] The next result from Livestrong is clearly
about workouts for women.
[15:32] Then the one from bodybuilding.com doesn't
appear to be targeted at a specific gender,
[15:37] but when you look at the content, you'll see
that the writer wrote it for women, by saying,
[15:42] "But for some reason when we women decide
it's time to lose fat," blah blah blah.
[15:47] So all things considered, this may not be
as "easy" of a keyword to rank for considering
[15:52] the current competition in the top 10.
[15:54] But looking at the global traffic potential,
you might think that getting somewhere in
[15:58] the ballpark range of 10,000 monthly search
visits would be well worth the work.
[16:03] This is why it's important you analyze every
single topic before you start creating content.
[16:08] If you're going to spend hours writing a new
piece or spend hundreds or thousands of dollars
[16:13] for production, then it's important to know
what you're getting yourself into.
[16:16] Now, after you've qualified your target keywords
and you're ready to start writing,
[16:20] there's one last piece to keyword research that 
I highly recommend.
[16:24] And that's to extract subtopics based on the
keyword rankings from the top 5 relevant pages.
[16:29] By looking at the keyword rankings for the
top pages, you can essentially get "clues"
[16:33] of related subtopics you should include in your post.
[16:36] So using the example of "weight loss workouts
for women," I'll click through on the keywords
[16:41] number to see this page's organic rankings.
[16:44] To keep things relevant, I'll set a filter to only 
show keywords
[16:47] that rank in positions 1 through 5.
[16:50] Now, it's important to note that this step
isn't about stuffing keywords in your post.
[16:54] Instead, use it to form an angle for your
post, and extract subtopics that you should
[16:58] cover throughout your content.
[17:00] For example, you'll see that people searching
for this are likely beginners,
[17:04] they want a routine for the gym,
[17:06] and an interesting angle to take might be to create it as a one-week workout plan.
[17:11] Take all of these points, create an outline,
[17:13] and you'll have a data-driven way to create your content.
[17:16] As you can see, keyword research isn't rocket science, but it's a process.
[17:21] And there is a ton of different ways to do it.
[17:23] So I highly recommend digging through some
of our other keyword research tutorials
[17:27] on topics like long-tail keywords and mapping
keywords to your sales funnel.
[17:32] And before we wrap this up, make sure to like,
share, and subscribe for more actionable SEO
[17:36] and marketing tutorials like this one.
[17:38] And if you have any questions on keyword research,
[17:41] leave one in the comments below and I'd 
be happy to help.
[17:43] So keep grinding away, and I'll see you in 
the next tutorial.

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