Keyword Research Pt 3: Understanding Ranking Difficulty - 1.4. SEO Course by Ahrefs

Summary

In this lesson, Sam Oh walks viewers through the process of determining keyword ranking difficulty in SEO. He emphasizes the importance of understanding search intent, analyzing key metrics like backlinks, and assessing the topical authority of top-ranking websites. By asking specific self-check questions, such as whether your website can surpass competitors in domain authority and backlinks, you can assess your chances of ranking. Sam also highlights the importance of experience in making informed keyword decisions and previews upcoming lessons on on-page SEO to help create content that ranks effectively.

Takeaways

• 😀 Understanding ranking difficulty is crucial for successful SEO. It helps you assess if you can realistically compete for a target keyword.
• 😀 Search intent is the first factor to evaluate when targeting a keyword. You must ensure that the top-ranking pages align with the user's search intent.
• 😀 Checking the titles and URLs of top-ranking pages helps determine if they closely match the search intent of the keyword.
• 😀 The number of backlinks (referring domains) to top-ranking pages is a critical metric. More backlinks generally mean more competition.
• 😀 If your website's Domain Rating (DR) is similar to or higher than the top-ranking websites, your chances of ranking are better.
• 😀 Topical authority plays a key role in ranking. Websites that specialize in a topic are more likely to rank for related queries.
• 😀 You can check if a website is topically authoritative by reviewing the content and checking if it's relevant to the keyword's subject.
• 😀 Use SEO tools like Ahrefs to get data on backlinks, domain authority, and other ranking metrics. Free tools like the SERP checker can also provide useful insights.
• 😀 Creating content that closely matches search intent is more likely to rank. For example, long-tail keywords with a clear niche may face less competition.
• 😀 Experience is vital in keyword analysis. The more you practice, the better you'll get at predicting ranking difficulty and making informed keyword decisions.

Q & A

What is the primary focus of this lesson on keyword research?

The primary focus is to help you determine the ranking difficulty of a keyword, which will guide you in understanding how hard it is to rank for that keyword in Google search results.

Why is it important to understand your competitors before targeting a keyword?

Understanding your competitors helps you assess if the keyword is worth targeting or if you'll be entering a battle you can't win, based on the strength of the top-ranking pages for that keyword.

What are the three main factors to consider when determining ranking difficulty?

The three main factors are: search intent, metrics of top-ranking pages, and the topical authority of the top-ranking websites.

How does search intent affect keyword targeting?

Search intent shows whether the content of the top-ranking pages aligns with what users are searching for. If the top pages don’t match the intent, there could be an opportunity to create content that better fulfills the searcher's needs.

What is the role of backlinks in ranking difficulty?

Backlinks, specifically referring domains, are a critical ranking signal for Google. If a page has a high number of quality backlinks, it is generally harder to outrank, making the keyword more competitive.

What is Domain Rating (DR) and why is it important?

Domain Rating (DR) is a metric that represents the overall strength of a website’s backlink profile. It is important because targeting keywords where your DR is similar to or higher than the top-ranking pages increases your chances of ranking.

What is meant by 'topical authority' and why does it matter?

Topical authority refers to how knowledgeable and authoritative a website is in a specific subject area. Google tends to rank pages from authoritative sources higher, so having strong topical authority on a keyword's subject can improve your chances of ranking.

What questions should you ask yourself when assessing the competitiveness of a keyword?

You should ask: 1) Do the top-ranking pages closely match search intent? 2) Can you acquire more quality backlinks than the top-ranking pages? 3) Is your website’s Domain Rating similar or higher than the top-ranking sites? 4) Is your website topically authoritative compared to your competitors?

How can Domain Rating impact your decision to target a keyword?

If your website’s DR is significantly lower than that of the top-ranking pages, it may be more challenging to rank. Ideally, your DR should be in a similar range or higher than the competition for better chances of ranking.

Can you still rank for a keyword if you don’t have as many backlinks as the top pages?

While having fewer backlinks may make it harder to rank, other factors like content relevance, topical authority, and a strong SEO strategy can still help you compete. However, getting more backlinks than your competitors is often a key factor for ranking success.