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How to Find Keywords to Rank Higher In Your Niche

Modern consumers rely on the Internet to find a product or hire a service. That is why if you want to make them into a customer, your business website must appear in the search engine result pages (SERPs) for the phrases and keywords that these users search the most. For example, if you sell shoes for women, you would like to make sure that your website appears on the top whenever women search for them on Google or other search engines. To gain this ranking, you have to rely on search engine optimization (SEO).

If you are new to SEO and are looking to increase your customer base, you should prioritize keyword research, a core area of SEO. But before you start looking into keyword research, you should know what a keyword is.

What Are Keywords?

The main goal of SEO is to improve the ranking of your website on search engines. When your potential customers enter search queries, it puts you ahead of your competitors by matching you with those phrases and keywords. These are also known as keywords.

Several factors influence a website’s ranking, but keywords let search engines determine the meaning of each web page and learn what your website is about. Search engines use this information to display the relevant pages for specific searches, so their search engine audience can view the best sources of knowledge.

How to Find Niche Keywords

• Are you looking to improve your ranking on SERPs?
• Do you want more valuable leads, especially the ones that turn into customers?
• Do you want people to find you on the first of Google or Bing?

If the answer is yes to any of the questions, you need to consider using niche keywords for your digital marketing campaigns. This way, you can drive interested and qualified traffic to your business. So, what are niche keywords and how do you find them?

What Are Niche Keywords?

Niche keywords refer to keywords that are more targeted or specific in nature, pointing towards an industry or area. These keywords are long-tail keywords, .i.e. they contain at least three or more words.

You might be concerned after checking the volume of niche keywords since they are lower than general keywords. However, niche keywords drive more qualified traffic to your website.

For example, consider a business that sells fur coats. Now, if you target a general keyword, such as “fur coat”, ranking for it is not a piece of cake. Many of your competitors are already targeting this same keyword.

General keyword example with high volume


On the contrary, if you target a niche keyword like “Ralph Lauren Faux Fur Coat”, you will see a lower level of competition. More importantly, it is more likely that people who search for it are genuinely looking to buy it – their intent to buy is higher than the ones who simply search for “fur coat”.

Niche keyword example with low volume

Tips to Find Niche Keywords?

Now that you know what niche keywords are and why they are so important, you should start optimizing your content for them. Here is how you can find niche keywords.

1. Define Your Niche

What is your niche? Make up your mind. Unless you identify a niche, you will not find relevant keywords. Here is what you need to consider:
Establish your industry: Start by establishing your industry. For example, if you sell fur, then you belong to the furrier industry.
Review products/services: Your products/services determine your niche. Once you have an in-depth understanding of what they do, it can help to decide what niche is suitable for you.
Identify the problem you solve: Whether you sell a product or service, one way or other, you are solving a problem. For example, a fur company helps people to stay warm by selling warm fur coats. After knowing about the types of problems and challenges your audience faces, you can easily find your niche.

2. Know Your Buyer Personas

As part of your keyword strategy, reverse engineer your buyer’s journey. Identify the following:
• Who are you looking to reach?
• What information are they interested in?
• What search terms they use to find information?

This is a brainstorming activity where your team has to focus on the “who”. Research buyer personas and go into the psychographic and demographic attributes of the people you are trying to reach.

3. Use a Keyword Research Tool

Keyword research will help you find a broad array of potential keyword opportunities, including some of the lesser obvious terms that could drive more traffic and sales. If this is your first time setting up a website for a business, this means that you don’t have any historical data to tap into the minds of your audience. Therefore, you must work on gathering a group of keywords that could be used in your digital marketing campaigns. For this purpose, get a keyword suggestion tool. These tools produce a long list of keywords. Sometimes, you will find certain variations of your existing keywords, which can provide a much-needed boost to your website traffic.

4. Consider Intent

The more specific the keyword, the easier it is to assess how your audience thinks. In search engine marketing, intent is akin to a guess on what the end-user wants while entering search queries on search engines. For instance, consider the following keywords:

• website
• website speed
• improve website speed
• improve website speed in WordPress

As you go down this brief list, you will find it easier to identify the search intent. With the first term, “website”, you can never know what your user wants – there are hundreds and thousands of possibilities.

With the second term, you know that they want something related to website speed. Next, you have a clearer insight that your users want to improve website speed. With the last keyword, it is all too clear that your audience is looking to improve the speed of their WordPress-powered websites. By targeting this keyword directly, you can become more visible and, above all, solve your audience’s problem.

According to Google, the ideal search engine is the one that serves one result. Hence, you should aspire to be that one result that meets the searcher’s needs, ensuring they don’t bounce back to other search results.

5. Conceptualize the Content

Develop a plan for the actual content you plan to create that will use the niche keywords. You can use your keywords in many mediums, such as a product page, blog post, article, infographics, video, or guide. At this point, several things will come into consideration:

• How long will it take to plan, write, and upload content?
• Will an in-house team work on your content or do you have to outsource it?
• Do you have the required budget and resources?

Regardless of your business scale or budget, you will always have the means to work on a blog post. Unlike videos and infographics, blog posts don’t take many resources.

6. See How Your Competitors Are Ranking

Competitor analysis is a must. This does not mean that you start copying everything they do. For example, a keyword can be crucial for your competitor, but it may not produce the same effect for you.

Understand what keywords your competitors are attempting to rank for and, most importantly, what made them choose it. Compare those keywords with your own list of keywords. If you have common keywords, it will do you good to focus on those and try to outrank your competitor. But don’t ignore the keywords that your competitors don’t use. This is where you can innovate and gain a considerable amount of audience from terms that your competitors failed to notice.

Striking the right balance of terms can be tricky due to the competition. Aim at choosing keywords that offer quick victories while picking the ones that help you achieve more challenging and bigger SEO goals.

How do you know what keywords your competitors rank for? A manual approach is to open an incognito browser and search for your industry’s keywords. In this way, you can see what positions your competitors are. One of the popular tools is to use Ahrefs; it lets you run various free reports that show the leading keywords for your industry.

7. Recognize the Power of Long-Tail Keywords

As someone who provides web design services, it would be great to rank #1 for the keyword “web design”. It is a great feeling to work with keywords that have 70,000 monthly searches or even 7,000 monthly searches. However, these search terms make up only a small part of all the web search queries. Keywords that have extremely high search volumes are known to indicate unclear intent. As a result, if you try to rank for these terms, it puts you at risk for attracting those users to your website whose goals don’t align with your site content.

Most of the keywords lie in a category known as long-tail keywords. Although they are less popular and have lower search volumes, they convert more as searchers are intentional and specific in their queries,

8. Adopt a Strategic Approach to Search Volume

After discovering relevant keywords for your website along with their search volumes, you should adopt a strategic approach and look at keywords in terms of the following factors:


Identifying seasonal trends can be beneficial in creating a content strategy. For instance, if you run an e-commerce website, you can look for Christmas-related keywords and prepare to rank for them in advance.


You can strategically target a particular location by narrowing down your keyword research to states, counties, and towns. Tools like Google Trends and Google Keyword Planner can be used to look into these details. Geo-specific research can make your content more relevant to searchers.

Suppose you provide HVAC services in three Floridian cities: Tampa, Orlando, and Miami. This means that you should use keywords that have a higher search volume in these regions. This way, you can find the right keyword variation for your region. For instance, due to the hot summers in Florida, most of the HVAC searches are focused on air conditioners.

Find Keyword Modifiers

While looking for local SEO keywords, give a thought to the use of modifiers – people use it to search different industry words. Searchers use these words to find a specific product or service. Modifiers may consist of words that describe quality, such as “high-quality”. Similarly, they can describe a particular occasion, like “birthday” or a specific type of service like “same day delivery”.

For instance, a list of keyword modifiers for a tree service company can include tree surgeon, tree removal, tree pruning, and best arborists.

Final Thoughts

As enjoyable and thought-provoking keyword research is, it is equally mind-boggling and complicated for beginners. Merely tinkering around with keyword tools like Google Keyword Planner or SEMRush is not going to cut it – you need a certain skill-set and tons of experience to find niche keywords.

Hence, consider hiring an SEO expert who can take charge of your keyword research strategy and help you to outsmart and outpace your competitors on search engines. Other than keyword research, they can also work on other digital marketing aspects, such as email drip and social media marketing campaigns.

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