Which of My Competitor’s Keywords Should (& Shouldn’t) I Target? – Best of Whiteboard Friday

Posted by randfish

You don’t want to try to rank for every one of your competitors’ keywords. Like most things with SEO, it’s important to be strategic and intentional with your decisions. In this supporter favourite Whiteboard Friday, Rand shares his recommended process for understanding your funnel, marking the privilege contestants to track, and prioritizing which of their keywords you ought to target.

Plus, don’t miss our upcoming webinar on Wednesday, March 11: Competitive Analysis for SEO: Size up& Surpass Your Search Rivals presented by Director of Growth Marketing Kelly Cooper.

Which of my competitor's keyword should I target?

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Video Transcription

Howdy, Moz devotees, and welcome to another edition of Whiteboard Friday. So this week we’re chatting about your competitors’ keywords and which of those competitive keywords you might want to actually target versus not.

Many folks use tools, like SEMrush and Ahrefs and KeywordSpy and Spyfu and Moz’s Keyword Explorer, which now has this feature extremely, where they look at: What are the keywords that my entrants rank for, that I may be interested in? This is actually a pretty smart way to do keyword research. Not the only way, but a smart nature to make love. But the challenge comes in when you start looking at your competitors’ keywords and then realizing actually which of these should I go after and in what priority require. In the world of competitive keywords, there’s actually a little bit of a difference between classic keyword investigate.

So here I’ve plugged in Hammer and Heels, which is a small, online furniture accumulate that has some cool designer furniture, and Dania Furniture, which is a competitor of theirs — they’re local in the Seattle area, but carry sort of modern, Scandinavian furniture — and IndustrialHome.com, same infinite. So all three of these in a similar infinite, and you can see sort of keywords that return that various of these, one or more of these grade for. I put together difficulty, work, and organic click-through rate, which are some of the metrics that you’ll find. You’ll find these metrics actually in most of the tools that I just mentioned.


So when I’m looking at this list, which ones do I want to actually go after and not, and how do I pick? Well, this is the process I would recommend.

I. Try and make sure you first understand your keyword to changeover funnel.

So if you’ve got a classic sort of funnel, you have beings buying down here — this is a purchase — and you have people who search for particular keywords up here, and if you understand which people you lose and which parties actually make it through the buying process, that’s going to be very helpful in knowing which of these terms and words and which the different types of these the requirements and terms to actually go after, because in general, when you’re prioritizing competitive keywords, you probably don’t want to be going after these keywords that refer traffic but don’t turn into conversions, unless that’s actually your goal. If your goal is fresh traffic exclusively, maybe because you dish advertising or other things, or because you know that you can capture a lot of folks very well through retargeting, for example perhaps Hammer and Heels says, “Hey, the biggest traffic funnel we can get because we know, with our retargeting campaigns, even if a keyword imparts us someone who doesn’t convert, we can convert them later very successfully, ” fine. Go ahead.

II. Choose contestants that tend to target the same audience( s ).

So the people you plug in here should tend to be contestants that tend to target the same audiences. Otherwise, your relevant and your changeover get really hard. For example, I could have expended West Elm, which does generally modern furniture as well, but they’re highly, very broad. They target just about everyone. I could have done Ethan Allen, which is sort of a very classic, old-school furniture maker. Probably a really different audience than these three websites. I could have done IKEA, which is sort of a low-toned busines brand for everyone. Again , not various kinds of the accord. So when you are targeting conversion heavy, assuming that these tribes used to go after predominantly shift focused or retargeting focused rather than raw traffic, my suggestion would be strongly to go after sites with the same audience as you.

If you’re having trouble figuring out who those people are, one suggestion is to check out a implement called SimilarWeb. It’s expensive, but very powerful. You can plug in a realm and envision what other orbits people are likely to visit in that same room and what has audience overlap.

III. The keyword selection process should follow some of these rules:

A. Are easiest first.

So I would go after the ones that have often been, that I think are going to be most likely for me to be able to rank for easiest. Why do I recommend that? Because it’s tough in SEO with a lot of campaigns to get budget and buy-in unless you can show progress early. So any time you can choose the easiest ones firstly, you’re going to be more successful. That’s low-pitched hurdle, high-pitched quirkies of success, high stranges that you actually have the team needed to realize the content necessary to rank. I wouldn’t go after competitive firebrands here.

B. Are similar to keywords you target that proselytize well now.

So if you understand this funnel well, you can use your AdWords campaign particularly well for this. So you look at your paid keywords and which ones send you highly proselytizing traffic, boom. If you see that lighting is really successful for our furniture label, “Oh, well gape, glass world chandelier, that’s got some nice volume. Let’s go after that because illuminating once works for us.”

Of course, you require ones that fit your existing site organization. So if “youre telling”, “Oh, we’re going to have to make a blog for this, oh the work requires a word region, oh we need a different type of UI or UX experience before we can successfully target the content for this keyword, ” I’d push that down a bit further.

C. High volume, low-grade hurdle, high-pitched organic click-through rate, or SERP pieces you can reach.

So basically, when you look at difficulty, that’s telling you how hard is it for me to rank for this potential keyword. If I look in now and I receive some 50 and 60 s, but I actually look a good number in the 30 s and 40 s, I would think that glass globe chandelier, S-shaped couch, industrial home furniture, these are pretty congenial. That’s impressive trash.

Volume, I want as high as I are able to obtain, but oftentimes high-pitched volume should contribute to very high difficulty.Organic click-through rate percentage, this is essentially saying what percent of people click on the 10 blue-blooded tie-in mode, organic search results. Classic SEO will help get me there. Nonetheless, if you watch low-spirited digits, like a 55% for this type of chair, you might take a look at those search results and see that a lot of portraits are taking up the other organic click-through, and you are able to say, “Hey, let’s go after image SEO as well.” So it’s not just organic click-through rate. You can also target SERP pieces.

D. Are brands you carry/ dish, generally not competitor’s brand names.

Then last-place, but not least, I would urge you to go after brands when “youre carrying” and perform them, but not when you don’t. So if this Ekornes chair is something that your furniture accumulate, that Hammer and Heels actually carries, great. But if it’s something that’s exclusive to Dania, I wouldn’t go after it. I would generally not go after competitors’ brand names or labelled concoction names with an exception, and I actually ill-used this locate to highlight this. Industrial Home Furniture is both a branded word, because it’s the specify of this website — Industrial Dwelling Furniture is their brand — and it’s also a generic. So in those cases, I would tell you, yes, it probably stirs appreciation to go after different categories like that.

If you follow these rules, you can generally use competitive intel on keywords to build up a really nice portfolio of targetable, high potential keywords that can bring you some serious SEO returns.

Look forward to your comments and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

For more on challenger analysis, participate our upcoming webinar on Wednesday March 11 at 10 am PST: Competitive Analysis for SEO: Size Up& Surpass Your Search Rivals, hosted by Moz’s Director of Growth Marketing Kelly Cooper:

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