keyword research tutorial from start to finish with timestamps YoutubeScribe.com

[0:00] Keyword research isn't about search volume.
[0:02] I'll even argue that it's not entirely
about traffic either.
[0:05] It's about choosing topics that potential
customers are searching for, serving their
[0:09] needs, and eventually converting
them into customers.
[0:12] So in this keyword research tutorial, I'm going
to show you how to do keyword research
[0:16] that will help you increase traffic and revenue.
[0:19] Stay tuned.
[0:19] [music]
[0:23] What's up SEOs?
[0:24] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:28] your competitors and dominate your niche.
[0:30] Now, this keyword research tutorial is going
to be a bit different than what you might
[0:34] be used to seeing.
[0:35] Rather than focusing on things like low competition
topics, I want to show you how to find and
[0:40] map keywords that will actually
drive revenue for your business.
[0:44] So whether you're creating a new website or you
want to revamp your current keyword targeting,
[0:48] the processes I'll outline today will help.
[0:51] Alright, so let's say that I'm starting a new
e-commerce store selling computers, parts,
[0:55] software, and accessories.
[0:57] I'll obviously need product and category pages.
[1:00] But I'll also want to use a blog to fuel my traffic.
[1:03] The first step is to generate keyword ideas.
[1:05] And I'll be using Ahrefs Keywords
Explorer for this.
[1:07] So I'll start by typing in a few broad keywords
related to my online store like computer,
[1:12] computers, laptop, laptops, and pc.
[1:17] Next, I'll go to the Having same terms report
which shows us all keyword ideas that contain
[1:21] the target keywords as a broad match.
[1:24] And there are well over 17 million keyword ideas.
[1:27] Now, the point of this exercise isn't to find
as many random keywords as possible.
[1:31] It's to filter them down and group
them by search intent.
[1:34] Search intent just means "the reason
behind a searcher's query."
[1:37] Now, these can generally be categorized
into four groups.
[1:40] First, are informational keywords.
[1:42] And these are queries where a searcher is
looking to gain general knowledge on a topic.
[1:46] For example, "what is DDR4 ram?"
[1:49] Next, are navigational keywords.
[1:50] For these, the searcher usually knows the
destination they want to reach.
[1:54] For example, something like "newegg DDR4 ram."
[1:57] Third, are commercial investigation queries.
[1:59] These generally show that someone is looking
to get information on something that they
[2:03] want to eventually buy.
[2:05] So these will often be comparisons and include
keyword modifiers like "best DDR4 ram."
[2:11] Finally, are transactional keywords, which
show that someone is ready to make a purchase
[2:15] like "buy DDR4 ram."
[2:17] And if you're familiar with the sales conversion
cycle, you'll see that each of these groups
[2:21] fit into one of the four stages.
[2:23] Now, you might be wondering, why not just
go after transactional keywords since these
[2:27] are the ones that are going to drive direct
revenue?
[2:30] Two things.
[2:31] First, you'll limit your reach.
[2:33] Generally speaking, search demand will be
the lowest for transactional keywords.
[2:37] So if you're ignoring things like informational
queries, you'll be missing out on opportunities
[2:41] to squeeze yourself into your target audience's
conversion journey.
[2:45] Informational content can also help you build
trust and authority, so that when someone actually
[2:50] comes to a point of commercial investigation,
they may recognize your name.
[2:54] Or when they get to the transactional stage,
having previous exposure can be the difference
[2:58] between choosing you over a competitor.
[3:01] The second distinct advantage you have is
that you can accelerate people's buying journey
[3:05] through internal linking, retargeting, or
whatever method to get your content in front of them.
[3:10] For example, if my store had a blog post on
"what to do with an old laptop," and the post
[3:15] mentioned a buy-back program we do, it could
lead to a conversion quickly.
[3:19] Now, how can you determine search intent for
a keyword phrase?
[3:21] With some of them, you can't from the keyword
alone.
[3:23] But a good chunk of them can be found using
keyword modifiers.
[3:27] A modifier is an add-on to a base keyword.
[3:29] For example, that could be best, top, or the
current year.
[3:33] Here's a short list to get you started.
[3:35] Take a screenshot and let's keep going.
[3:37] Now I'm back in our Keyword ideas report and
I want to filter for keywords by search intent category.
[3:43] So I'll grab our list of informational keywords,
and paste them into the Include box here.
[3:48] Make sure to set the tab to "Any," which will
show us all keyword ideas that contain any
[3:53] of these keywords.
[3:54] Alright. So the filtered results still show over three
million keywords.
[3:58] So let's set another filter.
[4:00] If you're looking for low competition keyword
targets, then you can set a maximum keyword
[4:04] difficulty score of something low like 10.
[4:06] Personally, I prefer to focus on search demand
by setting the volume in tiers.
[4:11] So we'll set a filter to show only keywords
that have a minimum search volume of 1,000
[4:15] monthly searches.
[4:16] And we've narrowed our 17 million results
down to around a thousand.
[4:21] Now you'll need to manually filter through
these.
[4:23] Since we're focusing on keyword research that
drives revenue, you'll have to focus on the
[4:27] business potential of a keyword.
[4:29] At Ahrefs, we assign a score between 1-3.
[4:32] The larger the number, the greater value
the keyword has to our business.
[4:36] An easy way to determine the business
value is to ask yourself this question:
[4:40] Can I plug my products or services
into these posts naturally?
[4:44] Or ask yourself, would someone searching for
this query be interested in purchasing my
[4:49] products or services?
[4:51] If the answer is no, then you should
probably move on.
[4:53] A quick way to sort through this list is to
sort the table by parent topic.
[4:57] Since a single page can rank for hundreds or
thousands of keywords, you can use the parent topic
[5:02] to see if you can rank for your target keyword
while targeting a more general topic on your
[5:06] page instead.
[5:07] For example, you'll see high volume keywords
that all have the same parent topic of "xbox
[5:12] one controller driver."
[5:13] Rather than creating numerous dedicated articles
on these queries about connecting an xbox
[5:18] controller to a PC, just choose the one with
the most search volume as long as it provides
[5:23] value to your business.
[5:24] For example, this keyword on "what is a computer
worm," could be a good one for our computer
[5:29] shop since we provide anti-virus software.
[5:31] So while it is an informational topic, we
could easily link to the different software
[5:35] products in our store.
[5:37] So I'll add a checkmark to it.
[5:38] Then select the rest of the keywords in your
filtered list by scanning the parent topic groups.
[5:44] Now, before we switch to the next page, scroll
to the top and click on "Add to" and create
[5:49] a list with the keyword category as the name.
[5:51] So these would be informational keywords.
[5:53] If you find that your keyword list is too
short, then just change the volume filter.
[5:58] Since we've already gone through searches
with greater than 1,000 monthly searches,
[6:01] I'll set the next one to searches that have
500-999 monthly searches and do the exact
[6:08] same thing until I have a large enough pool.
[6:10] Now, do the same thing for your other keyword
categories, and you should have a nice list
[6:14] of topics to target in every stage of their
buying journey.
[6:17] But there's still some work to do.
[6:18] The next step is to analyze Google's
top 10 search results.
[6:22] Now, this is a super important step
to keyword research.
[6:25] The top 10 ranking pages are going to give
you information on things like content format
[6:29] and it'll help you understand how hard it's going
to be to rank on Google for your target keyword.
[6:34] For example, if we click on the SERP dropdown
beside this keyword, you'll see the top 10
[6:38] ranking pages.
[6:39] Now, the first thing you want to analyze
are the titles of the ranking pages.
[6:43] You can immediately tell that all
of the pages are blog posts.
[6:46] You'll also see that the titles talk about
what computer worms are and how they work.
[6:51] Rather than completely reinventing the wheel
and trying to rank this with a product page,
[6:56] you'll want to stick with the content format.
[6:58] So for my site, I might create a post called,
"What is a Computer Worm?
[7:02] How to Fix it When You've Been Infected."
[7:04] Now, just to show you how SERPs can differ,
if we look at the top 10 rankings for "4k
[7:08] monitors," you'll see that the SERP is dominated
by product and category pages, which to me
[7:13] shows more transactional intent.
[7:16] You can also do this step by running
a search in Google for a keyword you want
[7:19] to rank for.
[7:20] The next part is to assess how hard it will
be to rank on Google for this keyword.
[7:24] Now, there are a few things that I'll look at here.
[7:26] First, will be the number of unique
websites linking to these pages.
[7:29] We call that referring domains.
[7:31] In this example, it doesn't look like the
top ranking pages have that many unique links
[7:35] outside of Wikipedia.
[7:36] In fact, some of the pages in the bottom half
of the SERP have 0 unique links pointing at them.
[7:41] Now as I'm looking through the referring domains,
I'll also look at the Domain Rating, which represents
[7:45] the overall strength of a website's backlink
profile.
[7:48] In this case, you can see that the ranking
pages all come from pretty powerful domains.
[7:52] So if your website has a DR of, let's say
15, you have to account for the fact that
[7:57] you'll be competing against pretty powerful sites.
[7:59] In general, you want to play in the same Domain
Rating ballpark region, or be prepared to
[8:04] build more links than the top ranking pages.
[8:07] The final step that I'll look at is topical
relevance.
[8:09] Since a computer worm is in the "antivirus"
category, you'll see that a lot of the top
[8:13] pages are antivirus companies.
[8:16] So this may also tell us that it'll be a bit
harder to penetrate, but not impossible.
[8:21] So with all of these things considered, I
would put an estimated number of unique links
[8:25] I think we'll need to rank for this topic.
[8:27] From there, I'll decide whether it's worth
putting my time and resources into ranking.
[8:31] Now, it's just a matter of doing this for
all keywords that you're interested in targeting.
[8:35] And I highly recommend creating a spreadsheet
of some sort so that you can track of your keyword
[8:39] targeting plan.
[8:40] Alright, so by this point, we've gone through
most of the cookie-cutter keywords where search
[8:45] intent is easy to identify using keyword modifiers.
[8:48] But not all of the keywords are going to include
our seed keywords like "computer," "laptop," or "pc."
[8:54] A great way you can get more keyword ideas
is to reverse engineer the topics that are driving
[8:59] traffic to your competitors' websites.
[9:01] You can do this by going to Ahrefs Site Explorer.
[9:03] Just enter a competitor's domain and
then go to the Top pages report.
[9:07] Now, if I were looking for product pages that
I want to rank, I would search for a site
[9:11] like newegg.com that has a lot of product
page rankings.
[9:14] Or if I were looking for blog posts, I could
look at the Top pages report for a site like
[9:19] Tom's hardware.
[9:20] Now, it's just a matter of skimming
the Traffic and Top keyword columns.
[9:24] And if you want to find lower competition
topics, then just look at the Referring Domains
[9:28] column to get a basic understanding
of ranking difficulty.
[9:31] Once you find a topic that you want to target,
then go through the same process of categorizing
[9:36] by search intent, assigning a business
value, and analyzing ranking difficulty.
[9:40] Getting traffic from keyword research is great
and all, but as you go through this process,
[9:45] you want to make sure that the keywords you're
targeting are serving your potential customers.
[9:50] And that's why it's so important to map
keywords to problems they face.
[9:54] You have the opportunity to showcase how your
products and services will make their life
[9:58] easier, and guide them towards your end goal.
[10:01] A conversion.
[10:02] Now, if you enjoyed this video, then make
sure to like, share, and subscribe, and if
[10:06] you have any questions on keyword research,
leave a comment below and I'd be happy to help.
[10:11] So keep grinding away, and I'll see you in
the next tutorial.

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