For most businesses, their best plan of attack when trying to dominate the search results is to target low difficult keywords and leave the more competitive terms to the brands with the deep pockets. While that sounds fine, you want to know how to find low difficulty keywords with ease.
As a marketer, your time is already stretched. Now you’re being asked to plan and execute a content strategy. So you’ll want a few strategies to find keywords you can actually rank for and won’t require much additional effort or prayers.
Let’s explore how to find low difficulty keywords and why your content plan should include both low and high difficulty keywords.
What are low difficulty keywords?
Low difficulty (or low competition) keywords are short phrases you can rank for without much additional effort. Usually, you shouldn’t need to build tons of backlinks to the page for it to rank highly in the search results.
Why do you need to target them?
If a keyword has a high keyword difficulty score, you’ll need to build lots of backlinks to that page. Plus, you’ll be competing against businesses with deep pockets and tons of resources. Your single person marketing team is unlikely to compete against 20 highly trained SEO professionals.
Let’s look at an example keyword: computer monitor.
Using Ubersuggest (as it’s free), the keyword computer monitor is searched for 22,200 per month and has an SEO difficulty score of 81 (out of 100).
That’s highly competitive. I wouldn’t in a month of Sundays try to target that keyword. We’ll call this a seed keyword.
However, if we add “for sale” at the end, we get a less competitive keyword.
The keyword computer monitor for sale is searched for 1,600 per month and has an SEO difficulty score of 36.
Should you avoid high difficulty keywords?
You shouldn’t dismiss high difficulty keywords entirely. Instead of creating pages that target those keywords, you should treat them as top-level categories.
Under each of these top-level categories, you can create clusters of content that target keywords with a lower difficulty score. Over time, you should start to rank for both types of keywords.
By using a broad strategy, you ensure that over the long term, you rank for keywords at each step of the buyer’s journey. Don’t worry, as we’ll explore this in more depth later.
Expanding seed keywords into long-tail keywords
You probably have a long list of seed keywords (such as “computer monitor”) that you’d like your website to appear on the first page of the search results.
But how can we turn these into less competitive keywords? Simple. By using keyword modifiers.
There are plenty of keyword modifiers we can use, including:
- for sale
- for cheap
- 2022 (or the year)
- how to
- can I
All of these should result in a list of low difficulty keywords that are easier to rank for. Let’s try to expand our initial keyword into a list of potential phrases we could create a page to target.
Initial keyword: computer monitor
Low(er) difficulty keywords:
- best computer monitor
- computer monitor for sale
- how to buy a computer monitor
- can I use two computer monitors
- computer monitor buying guide
There are tons of them, and you probably don’t need a fancy keyword tool to think of a long list of possibilities.
I always suggest using your brain first and then validating your list using a keyword tool such as Rank Tracker by SEO Powersuite. By doing it this way, you’re not blinkered by what the tool shows you. Instead, you have unlimited options you can try.
Matching search intent to our keywords
Regardless of how difficult a keyword may be to rank for, it’s important to consider the reason behind the search. If you fail to match the search intent, it’s unlikely you will drive meaningful traffic that easily converts.
For example, trying to target the keyword “best convertible supercar” with an article about the latest Bentley Bacalar will ensure your post doesn’t appear high in the search results and a bounce rate of 100%. Your visitor won’t wait a second before hitting the back button!
We have four broad groups of search intent:
- Informational – Looking for information about a topic.
- Navigational – Looking for a specific website.
- Commercial investigation – considering buying product or service, but hasn’t quite settled on an item to buy.
- Transactional. Looking to buy something.
If this sounds complex, don’t worry as it’s quite simple. First, you can look at the keyword modifiers as they indicate the intent. Second, you can always Google your keyword and see what type of results appear as this allows you to create content that matches with the searcher’s intent.
Your website content strategy should have content for each type and for every step of the buying process. Let’s look at these four types of search intent in more detail.
I think of these as basic awareness keywords, including “how-to”, “why”, “can I” and “guide”. No one will buy from these articles but they help educate and build trust with potential customers.
These include searches for “brand name”, “product name” and “service name”. The customer knows they want to buy a certain brand but hasn’t found a specific solution.
Commercial investigation keywords
The searcher wants to buy but is looking at options. So they will use keywords with “best”, “top”, “review”, and “vs”.
When someone is ready to buy, they’ll use “buy”, “purchase”, “discount”, “cheap” and “for sale”.
Taking a mixed approach
Unless you have deep pockets, it’s worth targeting a mixture of low and high difficulty keywords. The best strategy is to focus on creating multiple pieces of content that target low difficulty keywords that work together to promote you for the seed keyword.
With this approach, you’ll end up ranking for a broad range of keywords, including the seed keyword.
For example, say I wanted to rank for “window cleaner“, which Ubersuggest shows 33,100 monthly searches and keyword difficulty of 61.
I’d create pages targeting each type of client I deal with, including “commercial window cleaner“, “hotel window cleaner“, and “residential window cleaner“.
Next, I’d create pages for locations I served, say “West London” and “North London”. These pages will target “West London window cleaner” etc. and have sections for each service we offer.
Finally, I’d publish a range of window cleaning guides that target low difficulty keywords. These posts will include “how to remove bird poo when window cleaning“, “Why do my window look streaky after cleaning” and “what tools do I need to properly clean my windows“.
My website will likely rank for the blog post first. Over time, I’ll start to see the product pages rank well based on the topical relevancy of the website and the blog posts.
Should you build backlinks at the same time?
Building high-quality and relevant backlinks are always worth it. Your website needs some links to rank, but it doesn’t need a ton. So, invest some time building links to both your domain name and specific pages.
It will take some time for your SEO efforts to pay off. So even spending 10 minutes today on creating a new post or asking for a link is highly worth it. You’ll thank yourself later!
How to find low difficulty keywords with ease
Learning how to find low difficulty keywords is easy when you know how! Remember even if your keyword tool says you’ve found gold, you should still manually review the top-ranking pages before creating content.
If you understand what pages are appearing in the results, you can create content that better matches the searcher’s intent. Otherwise, you might end up targeting keywords that will take longer to rank for.
And while there’s nothing wrong with having medium or long-term keyword targets, low difficulty keywords will help you drive traffic that converts in the next few weeks.
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