- [Lecturer] Hey everyone I'm Neil Patel,
and today I'm going to be breaking down
how you can do keyword research.
I've already broke down some of the basics
of keyword research in the previous lesson,
and I've broken down how to build your keyword list
and how to research your target musketeer.
If you haven't seen it, go and check that out.
In this training module I'm going to be breaking down
keyword metrics, as well as how to match
your keyword to a customer journey,
and how you can refine your keyword list.
One of the most basic metrics is search volume.
Whenever you do a search on Ubersuggest
you'll see the search volume for any given keyword
on a desktop device, as well as a mobile device.
This is important to see because desktop devices
in many cases convert better than mobile devices.
On top of that, you'll be able to see seasonality.
Do certain terms get searched
more during certain times of the year?
Do they get searched less during other times of the year?
This will give you a good understanding
of how to control your traffic.
That way you can get a steady stream,
versus the continual ups and downs.
Two other metrics that you really want to look at.
The first one is paid difficulty.
The higher the paid difficulty,
the more competitive it is when you're bidding
for a on-paid search
and the other metric is SEO difficulty.
The lower that number, the easier is it to rank for
in Google organic search.
The higher the number, the harder it is.
The other one to look at if you're doing SEO as well
when you're doing your keyword research
is CPC, you'll see it on the left.
CPC stands for cost-per-click.
Typically, the higher the cost
the more likely that keyword is going to convert
a visitor into a customer.
The lower the CPC, that usually means
that keyword doesn't drive as qualified traffic,
so it doesn't convert as well.
Now, when you're going after a keyword for SEO,
yes, you know, you're not bidding for it,
but still you want to go after those most lucrative keywords.
So, the terms that have the lowest SEO difficulty,
ideally scores of less than 40
and a high cost-per-click are the ones
that are going to tend to drive the most revenue for you.
The next part of keyword research
is to match the customer journey.
A customer journey roughly looks like this.
They go through roughly six steps,
all the way from having a problem
to getting success.
And that success is getting that ah-ha moment
once they implement things,
or they buy your product and they see
that the results are great from it.
Not just, "Hey I bought this skin cream
to reduce my wrinkles and I'm using it,"
but more so they got the results
and the wrinkles went down.
So, let's go over the journey in detail.
Now, using Ubersuggest on the left-hand navigation side
you'll see a keyword ideas option.
Click on that.
That's where I want you to put in your keywords.
There's multiple tabs, there's a suggestions tab
on that report, a related tab, questions,
prepositions and comparisons.
The questions tab will help you find a lot of problems,
such as, you know, "Hey can shaving cause acne?"
Or, "Will a shaving can explode when it's on the airplane?"
Or, "Is shaving bad for you?"
Right?
These are all problems that people may be looking up.
And then when you want to get into the solutions
you can check out the propositions tab
and that'll show you results like, shaving near me.
Or, if you look at the comparison results,
which also can give you solutions,
shaving versus waxing.
Anyone who's looking up shaving versus waxing,
they're probably like, "Hey, which one is better?
Which one should I do?"
For the buying keywords
I want you to look at the suggestions
or the related tab.
And let's say if you're interested in shaving
you're going to see examples like shaving supplies
or shaving subscription.
When you want to work on implementation,
or upselling, or customer success,
again you can see some of these keywords
in the suggestions or related tab.
And they may be phrases like, phone number
for dollar shave club, right?
This is someone who may have a issue,
or they're looking to place a bigger order,
or they're looking to upsell,
or sadly maybe even canceling.
Or dollar shave club sign in, right?
That's another example of a keyword,
or even dollar shave club, how to cancel?
The last step in keyword research
is to refine your keyword list.
You see all these keywords,
but what do you do with them?
You may have too many to go after,
some may be the right ones,
some may be the wrong ones.
So you need to refine your keyword list,
and you could do that through four simple steps.
So, let's dive into each of them.
The first is the search goal value.
What value can you give the term against your goals?
Do you think it's going to have high profit?
Do you think it's going to generate some,
not just traffic, but some sales or leads?
Typically as I mentioned earlier,
if it has a higher CPC, that's cost-per-click,
you're going to get more value from that keyword.
If it has a lower cost-per-click,
you're not going to get as good of a ROY.
You also want to check out the competition.
Is that keyword really hard to rank for?
Right, and that is SEO difficulty,
but you can also look at domain score.
In the keyword ideas report on Ubersuggest,
it'll tell you on the right side
the average domain score,
and how many links the site has
that's ranking in the top 10.
You can also go to the backlinks report
in Ubersuggest, look up any site that's ranking
or any site that's a competitor,
and it'll tell you their domain score.
That'll give you a good understanding
of what your competition's up to when it comes to ranking.
The higher that number, it's from zero to a 100,
or more so one to a 100.
The higher that number, the more power and authority
that site has and the more likely they are to rank.
When you're refining your keywords
you also have to keep in mind commercial intent.
So I want you to go to neilpatel.com/training
and there you'll be able to find
a 220 profitable buyer keyword download sheet.
So I want you to download it
and it'll help you find the right keywords
that you should be going after.
In essence, it'll help you refine everything
that you're doing.
Now that you got your keywords
it's all about grouping those keywords
and putting them in the right buckets.
You're probably like, "Wait, hey, how do I do that?"
I understand that certain keywords
are related to some topics and others aren't.
Well, again, you can go to Ubersuggest
and type in anyone of your competitors domains.
And you type it out and then in the navigation
I want you to click on top pages,
and this will show you all their top pages.
This is how they're grouping keywords,
because a page has many keywords.
And under estimated visits
you'll see a view all button.
When you click on it you'll see all the keywords
that your competition is using for that page.
That'll give you a good understanding of how to group.
You can also go to the keywords report
on the left-hand navigation
and again, you can see all the keywords
that your competition is ranking for in one simple view.
And this as well will help you find
the right keywords that your competition
is doing well with, and how you can group them too.
As you're doing your keyword research
there's some important questions
that you need to consider.
Now, here's a interesting chart from Ahrefs,
I'm going to actually show quite a few charts
over the next few slides from Ahrefs.
They have one of the biggest databases
of SEO data out there.
And they were looking at the medium number
of keywords that the top 20 ranking pages also rank for.
As you can see, it's hundreds.
That means, any given page on your website
doesn't just have to focus on one or two keywords,
you can focus on hundreds and hundreds of keywords.
So, don't just focus on one or two keywords,
as I mentioned, you should be focusing on hundreds.
And this right here shows the overall domain score
of a site and how many keywords
that they rank for on any given page.
So typically, you know, when the URL score
or domain score of a site is high
they tend to rank for more keywords on a page.
So, as you build up more of your authority
you can also rank for more keywords as well.
And if you're looking for quick wins,
Ahrefs also did an interesting study
and they found that keywords
with low volumes of under 1,000
are really easy to rank for within a year.
So, if you're trying to go after
the most competitive terms,
it's going to take you much longer
versus going after the ones
that aren't as competitive.
And typically, the lower volume ones
don't get that much traffic.
Remember how I said you can rank
for a hundreds of keywords on a page,
so if you have 400 keywords that each have
a 1,000 searches, or even 500 searches a month
for each of those keywords, that's anywhere
from 200,000 to 400,000 potential people
that you can attract to your website
each and every single month.
And you're probably wondering,
"Hey, how long does it take to rank?"
And Ahrefs did another interesting study
and they found that with low volume keywords
it takes roughly a 121 days,
with medium volume keywords roughly 304 days,
how volume terms you're looking at over a year.
The next thing I want you to do
is go to neilpatel.com/training
and download the working example
of doing keyword research.
It breaks down how to do it and how to fill out your sheet
so you can do it step-by-step.
So that we have a working example and you're not lost.
So again, some action items for you.
Make sure you download the musketeer persona research sheet.
Make sure you look at the musketeer persona worksheet,
and of course, the keyword ideas workbook.
Next week I'm going to be breaking down
how you can add the right keywords
to your page, and how to do it correctly.
How to write the perfect headline that attracts more clicks,
because they say eight out of 10 people read a headline,
but only two out of 10 will click through
and read the rest of your article.
Also teach you how to clean up your site
and unlock more traffic.
And how to find hired help for less,
if you don't have the time and resources
to do it yourself.
I look forward to helping you get loved by Google.
I'll see you next week.