Get my Free Digital Marketing Jumpstart Kit!<\/a><\/div>\n<\/div>\n\n\n\nThe other thing I want to see is I want to see how they are ranking these particular things. Like what sort of content is in here. And when I can see, which is a staple of a lot of affiliate sites, is this person is going in depth about each of the products that they’re reviewing. And they’re also going into some of the key features or key aspects of stem toys for girls that a potential buyer might be interested in.<\/p>\n\n\n\n
So this gets into making sure that you’re writing content that covers buyers intent. Something else I like to do is just look for the actual phrases that the page is ranking for to see if they are potentially doing the outdated method of keyword stuffing or not.<\/p>\n\n\n\n
So let’s go ahead and take a quick look for stem toys for girls here. And as you can see, as I searched this phrase, stem toys for girls is actually not directly being used in this piece at all. And yet Google is identifying it as the number one page for this phrase. Why is that? Well it’s because they use LSI keywords that are related to stems toys for girls in the form of things like stem toys and games for girls, the slight variation on the phrase.<\/p>\n\n\n\n
And what you have to understand is that in today’s world, Google is smart enough to figure out that this page is about stem toys for girls. After we’ve taken a quick look at the particular page itself, we can also run the same filters that we ran in the first step on this particular page. And what this is going to do is it’s going to allow us to potentially look for opportunities to slowly chip away at their lead right now.<\/p>\n\n\n\n
And what I mean by that is if I modify my criteria to maybe be 100 to 500 and it’s in the top 10 results, I can potentially find some of the subheaders that this page is ranking for and longtail keywords that I can make an individual post that’s super in depth and super valuable. So as I run that filter, I can see here that there’s something about science kits for girls that this page doesn’t rank that great for it actually ranks below the fold and below the top five results.<\/p>\n\n\n\n
And so potentially an opportunity for me. As that toymaker, if I were to explore my content marketing opportunities, is to create a post on just talking about science kits for girls, as opposed to just stem toys for girls. So here you can see that there are some smaller keywords that you can always use chip away at with your competitors and still build that organic traffic.<\/p>\n\n\n\n
So key takeaways for this pages section, make sure that you’re using those advanced filters again, like we did when we were looking at the overall domain and also we’re making sure that we’re understanding what this person is doing in their content marketing that does so well on Google. Now let’s assume that we’ve exhausted our pages breakdown.<\/p>\n\n\n\n
Reviewing competitors in SEMRush<\/h2>\n\n\n\n
The next phase that we’re going to go into is looking at the competitors. What we’re going to do is we’re going to click competitors. And what it’s going to do is it’s going to show, so all of the potential competitors to GirlsWhoSTEM.com. What SEMRush does, is it essentially looks at their database at what other sites are ranking for and tries to figure out who are the closest competitors to the domain that we’re looking at.<\/p>\n\n\n\n
So what I can see here is that a site like stemtoyexpert.com is probably the top competitor to GirlsWhoSTEM.com. And if I were to pull up their site, I’m probably going to see that they are a STEM toys for girls or STEM toys for kids in general website. And that’s exactly what it is. You can see that it’s a breakdown in their header of best STEM toys by age, by subject boys and girls.<\/p>\n\n\n\n
And so, SEMRush has already identified that for me. And what I like to do with any niche that I’m in is, I’d like to dig into at least three or four of the competitors.<\/p>\n\n\n\n
Jumping into a competitor of GirlsWhoSTEM.com<\/h2>\n\n\n\n
So I’m going to dig into stemtoyexpert.com next. All right. So as we dig into stemtoyexpert.com, I can see here that this site is ranking for 4,200 keywords and an estimated 5.1K in monthly traffic from organic search.<\/p>\n\n\n\n
And what I’m going to do is I’m gonna apply the same method I did in the first phase in which I’m going to apply some filters so I can figure out what are they heavy hitters in terms of what’s giving them the most organic traffic.<\/p>\n\n\n\n
All right. So as you can see here, I have isolated for three filter conditions. And these 86 keywords are giving this site an estimated 2.3K of traffic. In other words, these 86 keywords alone are accounting for almost 50% of the estimate of traffic inorganic traffic for this particular deal. And as we start to go through this list, what I’m looking for is I’m looking for keywords that didn’t necessarily fit the original criteria of GirlsWhoSTEM.com, but do fit this stemtoyexpert.com domain so that I can potentially find additional opportunities to the ones I already identified earlier in the first one. And as you can see here, there’s a great longtail that wasn’t being ranked for by GirlsWhoSTEM.com and that is stem toys for four year olds.<\/p>\n\n\n\n
And so again, thinking about that toy maker, if I were to niche down even further, and I want to launch with, for example, a toy for STEM toys for four year olds or a set of toys for four year olds, that’s related to stem toys, this would be a great keyword to go after. It gets 880 monthly searches. It’s a keyword difficulty that’s less than 80. So it’s going to be pretty easy to rank for the honest, once you build up your authority in the space. And so these are some potential great options.<\/p>\n\n\n\n
We also have things like build the computer for kids. So these are things that weren’t coming up in the GirlsWhoSTEM.com site that we’ve now identified by simply digging another layer down the onion at some competition in the perspective niche. This site is doing pretty well at ranking for things like build your own computer for kids. And so if I was that toy maker, I might consider doing a toy in the space of building a computer for kids because there’s clearly search volume around this and people want this.<\/p>\n\n\n\n
So from here, I can follow the same steps I did with GirlsWhoSTEM.com. I would open up these pages, try to understand what this site is doing so well that’s getting it to rank better than GirlsWhoSTEM.com. Maybe it’s just because GirlsWhoSTEM.com didn’t cover that this topic. But I would try to understand specifically the content marketing strategy of these other sites.<\/p>\n\n\n\n
What I’m going to do is I’m going to open up these URLs. I can just click this hot link and it’s going to take me to these top ranking pages. I’m going to understand what’s going on with this particular domain and what they’re doing with the content. As you can tell, just right off the bat, as I skim through this.<\/p>\n\n\n\n
A lot of this is honestly not that great of content compared to GirlsWhoSTEM.com. It’s not nearly as thorough. It’s not covering things like the buying considerations or aspects for a buyer. And so honestly, if I were to make a conclusion, I would say that the reason why this site is ranking for best stem toys for four year olds is just because GirlsWhoSTEM.com, haven’t made articles specifically targeting this keyword phrase.<\/p>\n\n\n\n
So if by any chance, you’re out there and you’re watching this article, GirlsWhoSTEM.com, I would make this because I think you could easily outrank your competitor here. But pretty much what I’m trying to understand here is I’m trying to just, I understand what are all the sites doing? That’s getting it to the point in which these are ranking in the top page for the results.<\/p>\n\n\n\n
So as we dig into the pages view, we’d start to identify the best ranking pages for this domain. Here you can see there’s best engineering toys for adults, as well as best robot kits for adults and so on. So for this domain stemtoyexpert.com, the main thing that they’re doing better than, and GirlsWhoSTEM is that they have an actual broader approach towards the niche of stem toys, which is allowing them to open up to different buyer profiles.<\/p>\n\n\n\n
Favorite SERP features<\/h2>\n\n\n\n
I want to quickly show you some of my favorite SERP features to use in the advanced filters tool on SEMRush.<\/p>\n\n\n\n
My favorite ones are specifically featured snippet as well as People Also Ask. If you’ve seen my easy keyword research method, you know why this is the case. These are the things that are most highly relevant around the buyer’s intent and search intent of people. And so what you can do whenever you’re on SEMRush is, you can just filter by the things that actually fall into People Also Ask. And these are things that can make for potentially great subheaders when you are creating your content.<\/p>\n\n\n\n
Once you have a decent list, build out from you’re doing your competitor analysis, you can add those to your keyword manager and then you’ll have your go-to short list of potential longtail keywords to go after.<\/p>\n\n\n\n
Now in this last step, we’re going to start coming up with some content ideas for the keywords that we’ve identified.<\/p>\n\n\n\n
I’m gonna display on the screen right now, some of those keywords that we identified as potential candidates from the two sites that we reviewed in the niche of stem toys. Well, we want to figure out from these longtails is, what are people searching for and how can that be potentially relate to the toys that we create as this toy maker so that we can draw people to our page. And then from there convert them to buy our toys.<\/p>\n\n\n\n
So from these keywords, I can imagine a great piece of valuable content could be something along the lines of The Ultimate Buyer’s Guide for Stem Toys for Girls. And then what we could do is we could have a ton of subheaders that then relate to some of the longtail keywords that we’ve also identified.<\/p>\n\n\n\n
A few examples I came up with were, Seven Top Things to Consider When Buying STEM Gifts for Girls, Five Must Knows about Science Kits for Girls, What to Look for in a Build a Computer Kit for Kids, When is the Best Time to Buy the Latest STEM Toys for Girls. What you’ll notice is that I’ve integrated those other longtails into the subheaders of the post, so that it all builds up the authority of the post as an ultimate place for stem toys for girls.<\/p>\n\n\n\n
By using this stacking method, we’re giving ourselves as that toy maker, multiple opportunities to rank for not just stem toys for girls, but also those other keyword phrases.<\/p>\n\n\n\n
Brainstorming content ideas<\/h2>\n\n\n\n
This step in terms of content brainstorming and thinking about how everything connects together is a huge part of keyword research. When I looked at some other keyword research tutorials, none of them went into this side of things, which I think is an, a big oversight because if the actual content pieces that you’re making from your keyword research, that’s going to measure the success of your keyword research. So don’t forget to do the stage before you start creating your content.<\/p>\n\n\n\n
Big takeways<\/h2>\n\n\n\n
There are two big takeaways I want you to remember. <\/p>\n\n\n\n
- The first one is that when you’re using SEMRush for competitor research, always be exhaustive in your search. I want you to look at not just the top ranking page, but actually the top five to 10 ranking pages. And when, when you’re done with that competitor, go into the next two or three. By understanding your niche very well, you’re going to be able to connect the dots between pages and what everybody is doing well.<\/li>
- The second thing I want you to remember is to always be using the advanced filtering features on SEMRush. That’s really where the power of the platform is and what differentiates it from all of the other free tools.<\/li><\/ol>\n\n\n\n
In the next article, I’m going to do another SEMRush tutorial, where I’m going to do a deep dive into the Keyword Magic Tool.<\/p>\n\n\n\n
If you liked this article, be sure to check out my YouTube channel<\/a> to get new videos every single week. I’ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might benefit from learning how to do keyword research with SEMRush.<\/p>\n\n\n\n