[MUSIC] Welcome back. Now that you've selected potential keywords and done some preliminary analysis. Let's do a deeper analysis to learn more about the organic landscape. In this lesson, you'll learn how to determine whether your chosen keywords will rank well for a particular query. We'll also discuss some useful tools that you can use to identify your online competition and analyze the data we've collected. Let's take a look at these important concepts. Now that we've selected potential keywords, let's perform a competitive analysis to see what the organic landscape looks like for our chosen keywords. This will help us determine whether or not we can rank well for a particular query. This will also help us identify who are online competition is. The first thing I like to do is open another Excel file and make tabs for the main keyword themes I am going to be analyzing. In this case, I am going to be analyzing electronic textbook rental related keywords and online textbook rental related keywords. I chose these two key word themes because these provided keywords which not only had volume, but we're very specific to my business. I feel like online and electronic key words outperformed digital keywords as far as volume is concerned. However, since I still want to get a look at how competitive the digital keywords, maybe in search, I am going to note this down as well. Next, I will take a selection of my highlighted keywords, and look at who is ranking in the top results. I'll then enter this information directly into Excel. You can do this just by typing keywords directly into Google, but note you may run the risk of getting local and personalized results. I would make sure you turn off personalization by ensuring you're not signed into Google products. To speed up the process, I prefer to use Moz's Keyword Difficulty Tool, which allows me to download a list of top competitors rather than entering them into myself file manually. This feature of Moz does require a paid subscription or a free trial, and is not necessary to the process. You can follow these same steps without the tool by using Google directly. Note that Moz will also provide you with a keyword difficulty score, but I tend to ignore this as the score is only based on the domain authority and incoming links of competing sites. In order to fully assess why aside is ranking highly, we will be looking at more than just these metrics. What I'll do next is select keywords from my list, that will give me a good sense of competition. Right now, I am sticking to a theme of keywords, in this case, electronic and digital related keywords. I don't need to look at both plural and non plural, so I'll just stick with the key words that fit best. In this case, it's e-textbook rental, electronic textbook rental, digital textbook rental, and ebook textbook rental. Next, I went to Moz's Keyword Difficulty Tool, and typed in the keywords I just chose. You can see these keywords at the bottom with the difficulty score and search volume to the right of the key word. Remember, we are ignoring the difficulty score as we will be analyzing more factors than this. Note that the volume you see here might be different than your keyword research volume. Moz polls this from a different tool called grip words. Just ignore this for now, as it's not relevant to our analysis to get more detailed information, such as who is ranking in the top five positions. Click on View under SERP Analysis Report. After clicking on the SERP Analysis Report for the keyword e-textbook rental, I was brought to this page. Each SERP Analysis Report will contain a snapshot of who is ranking where for that specific search term. In addition to the rank, Miz will also provide other authority and trust related metrics that they keep track of. You can still get the backlink count and authority data presented here for free by going to opensiteexplorer.org. This will require an extra step in your process, and you will also have to have an account with a regular non paid subscription to be able to run more than three reports today. Note that Moz's Backlink Tool doesn't have the most accurate estimate of your total back links. I find this is still decent for engaging the competitive landscape, since we aren't digging too deep into the back link profile. However, if you really want to analyze you or your competitors backlink profile, I would recommend another tool, like Majestic SEO or a Ahrefs. After running a SERP Analysis Report, I download this data to Excel. If you are using Google instead of Moz, simply enter these competing sites into your Excel file, and look up page authority and domain authority using openSite Explorer or any other tool you prefer. After I download the SERP Analysis Report, I'll add the top five competitors to the Excel file I created earlier. I'll also add the competitor in the 10th position. This gives me a good overview of who is on top and who is struggling to be on page one without having to track a full page of websites. If you're using Google instead of Moz, just enter this information in manually. You will want to make sure you enter the following information. The position of side is ranking for, the page name, which is taken from the title tag, the url of the page that is ranking, the page authority, domain authority, and number of back links. I then go through and repeat the process for the main keywords I selected. You should now know how to identify top organic search competitors for your chosen keyword phrases as well as different ways you can obtain and organize the data. Next, we will move on to analyzing the data we obtained. This will allow us to drill down further to determine which competitors we should be most concerned about.
