SEO Keyword research to rank higher in 2022

hey everyone it’s Sohail Zafar and welcome

to another day of SEO unlocked uh today

is very exciting because we’re going to

start the journey into keyword research

this is one of the most fundamental

steps of seo

and the reason being is keywords is

where it all starts that’s how people

find you if you do it right great you’re

not only going to get traffic but you’re

going to get sales if you do it wrong

you’re going to get traffic assuming you

follow all the other materials i’m going

to teach you but if you do it wrong

you’re going to get traffic but what

you’ll find is you won’t get any sales

and i want to avoid you making that

mistake in other words you need traffic

that converts into leads or sales and

that’s what this will teach you seo

unlocked is a seven week course as you

already know and we’re in week one so

let’s dive into keyword research are you

getting the right traffic and here’s one

of my favorite quotes it’s from the ceo

of google

and he says anytime you type in a

keyword as google we have gone and

stored copies of billions of pages in

our index

we take the keyword and match it against

the pages and rank them based on 200

plus signals things like relevance

popularity and how other people are

using it

google’s looking at a lot of things so

when you’re doing keyword research don’t

worry about the 200 factors i know a lot

of seos talk about them i’m going to

break it down so it’s as simple as

possible and you don’t have to worry

about each and every single algorithm

change or factor in the algorithm

because it’s just too complicated and

it’s just overwhelming as i mentioned

picking the right keywords will make you

more money and picking the wrong ones

will hurt you my last startup i was

getting roughly four times more traffic

than my competition they’re worth 800

million dollars during their peak and we

weren’t even worth one tenth of what

they were worth the reason being i

picked the wrong keywords that just

shows traffic isn’t everything now most

people start off with google keyword

planner right it’s a free tool by google

you go in you type in keywords and

google roughly tells you

how much traffic a keyword gets or what

it costs but there’s something wrong

with the approach

what’s wrong with it is

it tells you hey here’s a keyword it

gets traffic or it doesn’t get traffic

but it doesn’t necessarily tell you the

most important part is that traffic what

your audience is looking for is that

traffic going to generate leads or

revenue and that’s why i want you to

skip using google keyword planner you

can use ubersuggest it’s a tool i built

there’s a free version of it that anyone

can go and use and you can get tons of

keywords ideas and it breaks it down not

just based on popularity but also what’s

most likely going to convert and

generate you revenue as well and there’s

tons of reports in it and i’ll show you

how to use it over the period of this


when you go to ubersuggest on the

left-hand navigation side you’ll see a

link that says keyword ideas

when you type it in

and you type in a keyword that you’re

trying to go after anything related to

your space such as like shaving or


it’ll tell you what’s popular the cost

per click the seo difficulty that’s the

word sd you see the abbreviation there

or pd is paid difficulty

when seo difficulty is under 40 it’s

easier to rank for when it’s over 40 it

gets harder and harder to rank for

typically when a keyword has a high cost

per click it means that people are

spending a lot of money because it’s

generating sales it’s very rare that

companies spend a lot of money to bid

for that keyword and paid ads if it’s

not generating any sales

and on the right side of the keyword

ideas report it shows you all the people

that are ranked for that keyword how

many visits they’re roughly getting from

that keyword how many backlinks they

have their overall site authority that’s

what we call domain score it’s a metric

from zero to 100 the higher the number

like a google or amazon being like a 90

plus or 100 those sites tend to dominate

and rank for everything right uh when

you see domain scores of less than you

know 40 50 it means that a lot of sites

are ranking for this keyword

that don’t have that much authority and

it’s a much easier keyword to rank for

and this will give you ideas of if a

keyword is good right because you have

the cpc data if it’s easy to rank for

because you have the seo difficulty data

and you can also see on the right side

who’s ranking for and we’re seeing big

brands going after these terms

in many cases or even smaller

competitors that you know are doing well

it tells you that it is a keyword that

you should be on the lookout for

in addition to that if you don’t want to

use uber suggest there’s many other ways

you can go and find keywords out there i

recommend using a combination of all of

them because the more of the merrier

i love using wikipedia right

on wikipedia pages like let’s say if i

looked up united states it’ll mention

things like other countries that are

bordering us like canada or mexico uh

it’ll mention things like the statue of

liberty or the star spangled banner

things like wikipedia or other content

pages around the web that have really

detailed content can give you keyword

ideas as well because these articles are

filled with lucrative keywords so make

sure when you’re reading content around

the web especially on competitor sites

look at what words are mentioning on a

frequent basis

at first you won’t notice them but when

you have that thought in your mind that

your competition’s using keywords you’ll

start noticing what they’re mentioning

over and over and over again

the concept of keywords is very similar

to the three musketeers they have a

slogan all for one and one for all and

here’s what i mean by this

we call it the musketeer intent but your

intent which is hey i want to rank car

on google for a keyword needs to be

similar to the customer’s intent which

is hey i’m looking for this keyword

because it solves a problem

you want to rank because you not only do

you want traffic but you need to be able

to solve the customer’s problem if you

solve their problem you’re much more

likely to rank

on top of that you also want to think

about the influencer’s intent

why should people want to share your

article on the social web or link to it

because if you get way more people

linking to you your rankings are going

to be higher so in essence when you’re

doing keyword research and creating

content and we’re going to creating

content in the upcoming weeks you need

to make sure the intent aligns with each

of these three groups and don’t worry

about the details right now we have

worksheets and pdf that’ll help break

that all down for you and teach you how

to do it step by step

when you’re going after keywords it all

starts by understanding your goals

do you want to rank for the keyword

because you want more sales or do you

want your product or service to

generate more leads or do you want to

feed different sections of your sales

funnel with more traffic

do you want to build awareness do you

just want that brand recognition so

everyone knows you like nike or american


or do you want all that organic traffic

so you can remarket to those people and

get them coming back to your site

through ads

a journey really looks something like

this it’s all scattered not everyone

goes through all the steps but in


someone’s out there

you know they may go to a website or see

a tv commercial or go back to your site

or click on your ads

but in general they’re going through a

journey whether it’s opening up your

emails or reading the news and hearing

about your company eventually they all

start at the same position and end up at

the same position right they all start

with having a problem or looking for

something and they all end up at the

same place which is they find the

solution and they tend to do the

transaction like they buy a product or

they become a lead to learn more

information but you need to remember

when you’re going through this

your customer is a person they’re not a

robot they’re not a machine they’re real

people like if you’re selling beard

products would you really target people

who are clean shaven of course not and

if you don’t understand your customers

you’re going to be wasting a lot of time

in addition to that you need to also

think about authority right remember how

i mentioned hey it’s not just about you

or the person searching it’s also about

authority because authority is what

leads to more social shares and

backlinks and we’ll go over backlinking

in the up and coming weeks but if you’re

not getting that authority and going

after the right influencers

you’re not going to get the links which

means it’s going to be harder to rank

there’s really five steps to keyword

success the first is you need to build

your keyword list then you need to

research your target musketeer

then you need to understand the keyword


next you need to match the customer

journey and of course last but not least

you need to refine your keyword list

so first building a keyword list you go


training and you’ll be able to download

the pdf there

and it breaks down how you can use it

and what you need to do step by step

second you need to research your target

musketeer right it’s all about

researching that individual so let’s

take an example dollar shave club

they’re a company that offers shaving


and their mission is to help guys take

care of their minds and bodies so they

can be their best selves

right and they’re based in venice

california and their whole model was

razors and all these things are really

expensive let’s just send them to people

on a monthly basis make it really simple

and make it really affordable

so keeping the dollar shave example in

mind there’s a few places where you can

go to really understand your customer

you can go to places like forms there’s

forms on everything just google your

keyword plus the word forms um or it

could be you know bored as well some

people call them message boards or

boards or groups

it’s a great place where you can see

what prompts people are facing and what

solutions they’re looking for it’s all

about understanding people because

understanding them is what will help you

lead that visitor into a customer once

you get them to your site

wikipedia this is a great place to go as


depending on what you’re looking up even

things like shaving they have different

sections in there like shaving in

religion or myths or history

this will all tell you what people are

really looking at because the way people

write wikipedia articles isn’t just a

wikipedia article it’s a community

everyone’s adjusting it and they’re

adjusting that article to be the best

article out there to really help people

looking for information on that subject

and are looking to solve their problem

reddit’s another amazing place you can

see what’s upvoted things that are

upvoted tend to be more popular and this

will give you ideas on what more people

are interested in which is great for you

because the last thing you want to do is

create content and go after keywords and

subjects that people aren’t really that

interested in

the other thing that i like doing is

uber suggests right it’s a tool on you can go to ubersuggest or in the

navigation just click on the tools link

and then uber said s type in any keyword

on the left hand navigation once you go

to the keyword ideas report you’ll see a

list of suggestions what most people

don’t do is they don’t click on the

related tab which i highlighted on this


this will give you the most amount of

keyword ideas typically and it sorts

them by how popular they are other

related terms

it shows you cpc data that’s how much

people are paying for them it even tells

you things like pay difficulty that’s pd

how expensive it would be if you’re

going to pay for that keyword

i know this is a seo course but i

thought it would throw that in there as

well and sd which stands for seo

difficulty how hard is it to rank the

higher the number which is from zero to

or one through a hundred the higher the

number the harder it is to rank for the

lower the number the easier it is to

rank for

you can also use suggestions through

sites like ebay amazon

google we pull a lot of this into uber

suggests as well automatically

so that way you don’t have to do much

you can also look at questions

and questions are what questions are

people asking around this subject like

can you bring a shaving razor on the

plane right that’s example of a question

that someone may be searching for that

you can answer

another tool that i love this one of my

favorite ones and i use this like once

every three days at least it’s google

trends because you can type in keywords

and it’ll tell you what’s trending and

this is great because you want to know

where the market’s going you don’t want

to just be reactive as a marketer as an

seo you want to be proactive and going

after areas that people are going to be

more interested in in the future and

google trends shows you that right it

shows you what’s trending and what’s

becoming more and more popular over time

you can also correlate intent through


so again on the keyword ideas report on

ubersuggest there’s a prepositions tab


shaving with razor bumps right

and these are all

long-term opportunities that you should

be trying to rank for because these long

tail keywords a lot of people aren’t

thinking about them and yes they don’t

drive the most amount of traffic today

but six months from now a year from now

it adds up and it can drive quite a bit

in conversions

there’s also quora it’s one of the most

popular question and answers site you

can see what’s popular whatever has tons

of answers people are probably

interested in that subject and are

looking for answers as well

i like amazon reviews as well this gives

me idea of what people think what they

like what they dislike what i need to

really cover when i’m trying to find the

right keywords that appeal to my ideal


then of course there’s social shares so

on ubersuggest whenever you type in a

keyword on the left hand navigation

there’s a navigation button called

content ideas this shows you all the

popular blog posts around the web

on that subject and it breaks it down by

social shares so you can see the ones

that have the most social shares at the

top then it also looks at backlinks

who’s linking to them and estimated

visits and the estimated visits is how

many visitors is this article getting

from google specifically

so i love looking at this because it

tells me what traction content has and

it shows me that hey these keywords are

better than others hey these keywords do

really well for the social web because

it has a lot of shares and these other


do better for google search

the results right the other thing that

you can do is just google for the term

and look

at the results in the top 10. this will

give you idea of hey

these are what people want to read about

because google doesn’t just rank sites

at the top based on what keywords they

put in or what links are pointing to

their website as the ceo of google

mentioned they look at things like

popularity experience so if a lot of

people are reading an article and they

stick around for 10 minutes versus they

read another article from a competitor

and they stick around for two seconds

and they bounce away what do you think

is going to happen well the one where

everyone’s sticking around for minutes

that one’s going to rank higher but the

one where people bounce away within two

seconds it’ll tell google that hey

doesn’t matter how many links this has

or what their content’s about people

don’t like this result so we shouldn’t

rank it that highly

now one thing i really want you to do

and this is one of my favorite tactics

but a lot of seos don’t do this i want

you to set up facebook audience insights


this doesn’t mean you’re going to be

spending money on facebook or you have

to run ads or anything like that don’t


see what’s cool about facebook audience

insights is they’ll tell you exactly all

the people who are visiting your website

what they like what their interests are

so that way you can do better targeting

and the way you figure this out is

you can look at facebook’s pixel guide

and install their pixel when you install

their pixel what will happen is they’re

gonna end up tracking the data on your

website and they’ll end up giving you

like the demographic data on the people

who are visiting your website so you can

see their interests and they’ll help you

determine what keywords you should go

after so step one log into facebook and

click on pixels

and once you end up doing that the next

step is you click get started

and then from there you know after you

create your pixel then you want to name

your pixel whatever you want to call you

can just name it the name of your site

then from there you want to email it to

a developer to install it or you can

install it yourself it’s kind of like

installing google analytics

and then step five is view and copy the

code into the

head of your site

and once you end up doing that you know

you’re off into the races and then boom

within time you’ll be able to see that

hey facebook is telling me audience

insights and if you want to track to see

if you did it right there’s also a

chrome extension that you can install

and i’ll tell you if you did it right or


all right now that you’re starting to

collect data on your ideal customers and

the people visiting your website so you

can learn more about them you also want

to check for what keywords you already

rank for right you may be ranking for

something already i rank for a ton of

keywords because i’ve been doing this

for a long time so people like hey neil

it’s easy for you but hey when you’re a

new website and even if you get 10 20 50

100 visitors hey it shows up in google

search console so you should be using

google search console it’s free it shows

you that data

the other thing that you can end up

doing too is you can go to your

competition or your own website and you

can type it in to ubersuggest and go to

the traffic analyzer overview

and when you click on the keywords box

it’ll take you to a report

that breaks down all the keywords that

that website ranks for and this is

really useful because it’ll tell you hey

this is a good keyword look at all the

traffic they’re getting for here’s their

position here’s a search volume it’ll

help give you more ideas as well

the other thing that you can do and this

is what i love doing is i like setting

up a project on ubersuggest and i put in

my own website or you can put in your

competitors website

i generally recommend that you put in

your own website it’ll show you their

estimated organic monthly traffic their

monthly backlinks if it’s growing or

declining they’re referring domain names

and what’s cool about this is you can

track their rankings over time and

seeing if they’re going up or down and

compare it to yours as well

now what i want you to do is go back to

training and download the customer and

influencer personas remember how we just

break down the musketeer profile right

uh all for one one for all

it’s about people as well you’re not

just trying to please a robot or a

server or algorithm you’re trying to

please people because that’s how you

convert visitors into customers and

download this worksheet and go through

it this will help you do keyword

research the correct way and this

worksheet breaks it down step by step it

shouldn’t take you more than 15 minutes

and once you do that you’ll be then

ready for the next lesson

thank you for attending this week’s

class make sure you go through it if you

have any questions feel free to ask us

we’re here to help you succeed

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