keyword research pt 3 understanding ranking diffic with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the fourth
lesson in our keyword research module.
[0:04] Today, I'm going to show you how to
determine ranking difficulty for a keyword.
[0:08] This will help you understand how hard
it'll be to rank high in Google for your
[0:12] target keywords.
[0:13] Let's get started.
[0:15] So when it comes to ranking in Google, you
need to understand who you'll be up against
[0:19] before you target a keyword.
[0:21] Otherwise, you could be entering
a battle you won't be able to win.
[0:25] From an SEO perspective, competitors are
pages and websites that rank at the top of
[0:30] Google for your target keywords.
[0:32] So that means your competitors can be
different for every single keyword you target.
[0:37] So there are three main things you'll want to
consider before you decide to pick a fight.
[0:41] And those are: search intent, metrics of
the top ranking pages and websites, and
[0:46] topical authority of the top-ranking websites.
[0:50] Now, as we go through these points, we're
going to create a list of self-check questions
[0:54] which should help you make informed
decisions in your keyword targeting.
[0:58] Also, in order to see things like metrics
of top-ranking pages, you need an SEO
[1:03] tool since Google won't show you
data on other pages.
[1:06] So I'll be using Ahrefs' Keywords Explorer
throughout this lesson.
[1:10] Now, if you don't have an Ahrefs account,
you can use our free SERP checker tool
[1:14] which will give you data on the top three pages.
[1:17] Alright, let's start with search intent.
[1:19] The first thing you need to do is
look at the SERP and ask yourself:
[1:22] "Do some of the top-ranking pages fail
to closely match search intent?"
[1:27] To find this out, you can go through the 3
C's of search intent as we discussed in
[1:31] lesson 2 of this module.
[1:33] And by the looks of it, they're all listicle
blog posts using the freshness angle.
[1:38] So they do match it.
[1:40] Also, pay close attention to the titles
and URLs of the ranking pages.
[1:45] In general, if the top pages include the primary
keyword or a variation of it in the title and/or
[1:51] URL, they're likely targeting that keyword.
[1:55] For example, all of the top-ranking pages
for the query "how to save money" are
[1:59] exactly about that.
[2:02] Whereas a query like "best convertible
car seat for small cars" is a bit mixed.
[2:07] As you can see, some pages have gone
specifically with the angle "for small cars."
[2:13] As a result, it's probably matching searcher
intent better than the more broad posts about
[2:19] the best convertible car seats for any car.
[2:22] This is a sign of weakness in the SERP because
it means there's probably a lack of rank-worthy
[2:27] content out there about the best
convertible car seats for small cars.
[2:32] Now, I don't want you to take this as advice
that you must include the exact keyword
[2:37] phrase in your titles and/or URLs.
[2:41] With this example, finding convertible
car seats for small cars is actually a very
[2:46] specific need for a specific person.
[2:49] Alright, let's talk about the metrics.
[2:51] The first metric to look at is the number
of websites that are linking to the page.
[2:56] At Ahrefs, we call this "referring domains."
[2:59] As I mentioned in module 1, backlinks are one
of Google's most prominent ranking signals.
[3:05] So if a page has a lot of quality links pointing
at it, then it'll be more competitive to rank.
[3:11] So before choosing a keyword, you
need to ask yourself:
[3:14] "Can I get more quality backlinks
than the top-ranking pages?"
[3:19] Now, at this point in the course, we haven't
talked about the attributes of quality backlinks,
[3:24] but our link building module that's coming
out in a couple of weeks should help you
[3:28] answer this question.
[3:30] The second metric is website authority.
[3:33] At Ahrefs, we call this Domain Rating, which
represents the overall strength of a website's
[3:37] backlink profile.
[3:39] Very generally speaking, you should be going
after keywords where your website's DR is in
[3:44] a similar ballpark range as the top-ranking pages.
[3:47] Or at the very least, one of the top-ranking pages
should be in the same range as your website.
[3:53] For example, if all of the websites that rank in
the top 10 have high DRs and you have a DR of
[3:59] let's say, 10, then you may want to consider
competing when you're at a similar level.
[4:05] So let's add that question to our checklist.
[4:07] "Is my website in a similar DR range or
higher than the top-ranking websites?"
[4:13] Again, this is a very general recommendation
but still a decent one to follow if you're
[4:19] a beginner to SEO.
[4:21] To see the Domain Rating of your own site,
you can enter your domain in Site Explorer
[4:25] and see it here on the Overview Page.
[4:28] Or you can enter your domain in our
free Website Authority Checker.
[4:32] I'll be leaving links to all of these
tools in the description.
[4:35] Alright, let's move on to the third part which is
topical authority of the top-ranking websites.
[4:40] Google wants to rank pages
from authoritative sources.
[4:44] And this goes beyond backlinks.
[4:46] For example, if we look at the SERP for
"how to unclog a toilet," you'll see that this
[4:51] DR 42 site is outranking much more
powerful websites with significantly
[4:57] more referring domains.
[4:59] Well, this page comes from a website that's just
about plumbing so it's likely more authoritative
[5:05] on the topic.
[5:06] So the question you need to ask yourself is:
[5:09] "Is my website equally or more topically
authoritative than the top-ranking websites"
[5:15] If the answer is yes, then that's
a positive thing for you.
[5:19] The easiest and quickest way to find out is
to just look at the domain names and use
[5:23] some common sense.
[5:25] For example, looking at the SERP for "best
convertible car seat for small cars," you'll
[5:30] see sites like Experienced mommy, Baby
center, Parenting pod, Babylist, and other
[5:36] relevant sites that talk about
products for children.
[5:40] And for domains that aren't as easily
distinguishable like 800bucklup.org,
[5:45] you can just visit the site, hit the About page,
and get a general idea of what the site is about.
[5:51] In this case, you'll see that they talk about
car seat recalls and review car seat brands.
[5:57] So yes, it is topically authoritative
on car seats.
[6:01] Alright, let's look at our full list
of "yes or no" questions.
[6:05] As a very general rule of thumb, the more
yeses you can check off, the better your
[6:10] chances of ranking.
[6:11] Again, very general because SEO is quite nuanced.
[6:15] With that said, let's go through a couple
of hypothetical examples for our golf site.
[6:20] To set the scene, let's say you have a website
that's about golf instruction and you also
[6:24] review golf equipment.
[6:26] And your website's Domain Rating
is low at around 15.
[6:29] Alright, so the first example is for
the query "best golf grips."
[6:33] Let's start with the first question:
[6:35] "Do some of the top-ranking pages fail
to closely match search intent?"
[6:40] From the looks of it, they all look
decent, so I'll check the no box.
[6:45] Next up:
[6:46] "Can I get more quality backlinks
than the top-ranking pages?"
[6:49] Again, we haven't covered anything
about "quality" backlinks yet.
[6:53] So for now, let's just look at quantity.
[6:56] Most of the sites have very few
referring domains.
[6:59] So I'd say, this is a yes.
[7:01] Next question:
[7:03] "Is my website in a similar DR range or
higher than the top-ranking websites?"
[7:08] Based on the SERP, there are a few sites
with similar website authority, so let's give
[7:13] this a yes as well.
[7:15] And finally:
[7:15] "Is my website equally or more topically
authoritative than the top-ranking websites?"
[7:22] Well, all of the top pages are from golf sites
and so is mine, so let's give this a yes as well.
[7:27] So based on our analysis, it looks like
this would be a topic worth going after.
[7:33] Alright, the next analysis is for
the keyword "best putters."
[7:37] Looking at search intent, overall, it looks
like the majority of pages are good so I'll
[7:42] check the no box.
[7:43] But, I do want to touch on this page
on "the best blade putters."
[7:48] This is more of a focused post and they're
likely ranking high for this because of all of
[7:52] the other factors, like high website authority,
lots of referring domains and topical authority.
[7:59] So I would actually exclude them
from the rest of this analysis.
[8:03] Alright, next up, can I get more quality
backlinks than the top-ranking pages?
[8:08] Again, just looking at the quantity of links
to these pages, the answer would likely be
[8:13] a yes, seeing as we're still looking at
about a dozen referring domains.
[8:18] But it's important to realize that getting
more links than the #1 page probably won't
[8:23] happen in the near future.
[8:25] Meaning, getting the top-ranking
spot will be tough.
[8:29] Next: is my website in a similar DR range
or higher than the top-ranking websites?
[8:35] The answer is no.
[8:37] And finally, my website is topically
authoritative, so I'll give this a yes.
[8:43] Now, it looks like we're at a tie between
yeses and noes.
[8:46] And this is exactly why I said:
[8:48] "As a very general rule of thumb, the more
yeses you can check off, the better your
[8:54] chances of ranking."
[8:55] Again, SEO is nuanced.
[8:58] Plus, you need to weigh out some of the other
principles we discussed like traffic potential
[9:02] and business value.
[9:04] And the best way to make sound
judgement calls is through experience.
[9:09] So it will take time to hone your skills and
gain a better grasp of keyword analysis.
[9:15] So as you can see, understanding how hard
it'll be to rank in Google will be a key skill to
[9:20] your success in search.
[9:22] Why?
[9:23] Because it's the first step to getting
predictable results.
[9:27] Afterall, if you know what it'll take to rank
ahead of your competition, then it all comes
[9:32] down to execution.
[9:34] And that's what the next two modules
are all about.
[9:36] Next week, I'll be dropping our on-page SEO
module which will help with actually creating
[9:41] content that ranks.
[9:43] So make sure to subscribe so you don't miss
out on those lessons or if you're watching at
[9:47] a later time, then check the description
to continue on with the course.
[9:51] I'll see you in the next lesson.

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