How to Find Niche Keywords for SEO in 3 Steps

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Niche key phrases signify clear and particular subjects that attraction to comparatively small, typically specialised components of a given market.

In different phrases, these are the “sustainable” and “recycled” jackets within the total jacket market. 

Niche keyword examples with "jacket"

Niche key phrases may be a possibility to draw extremely focused visitors in a short while since they sometimes discuss with particular issues that don’t have a whole lot of competitors. 

In this information, I’ll present you find out how to discover area of interest key phrases with Ahrefs in three steps.

Step 1. Create an preliminary key phrase checklist

Open Ahrefs’ Keywords Explorer, kind in broad phrases that time to sure markets, merchandise, or pursuits (i.e., seed key phrases), and hit enter. 

Inserting seed keywords

Then go to Matching phrases and set the utmost quantity and TP filters to one thing low for this trade, like 1000. 

Filtering for low-volume and low-TP keywords

Why these two filters? The quantity filter will search for key phrases with a restricted variety of searches, whereas the TP filter will assist be certain these key phrases are particular subjects and never simply unpopular methods of on the lookout for well-liked issues.


Since there isn’t a set worth that defines a distinct segment key phrase, we are able to’t let you know the precise quantity worth right here. It will depend on the dimensions of the market and the way “niche” you wish to go. For some markets, it may be 500. While for some very massive markets, it could be 2000. So be happy to regulate the amount and TP filters. You may set the minimal filter instantly when you’re not fascinated with key phrases with very low search quantity or zero-volume key phrases.

Step 2. Refine your checklist 

After step #1, you have already got a really uncooked checklist of area of interest key phrases. 

The number of keywords in the initial keyword list

But wanting by means of the whole checklist manually can take a whole lot of time. So on this step, we’ll refine our checklist to make it extra manageable. Here are some concepts you possibly can use. 

Low rating issue with a minimal search quantity

This set of filters will can help you discover area of interest key phrases with appreciable demand and low competitors. 

  • Set KD to max 10 
  • Set quantity to 100–1000 
  • Set Traffic Potential to 100–1000
  • Click “Show results”
Finding keywords with low difficulty and minimum search volume

Next, flick thru the outcomes. When you discover a key phrase that piques your curiosity, you possibly can add it to a key phrase checklist proper contained in the instrument. 

Adding a keyword to a keyword list

Use circumstances, segments, and options 

This filter means that you can discover key phrases that concentrate on use circumstances, segments, and options inside your seed key phrase. 

For this, add modifying phrases akin to “for,” “alternative,” or “substitute.” You may use the Terms tab or simply add your personal modifiers if you already know what you’re on the lookout for. 

Sourcing modifier keywords in Terms tab
  • Set the Include filter to “Any word,” kind your modifier key phrases, and click on “Apply”
  • Click “Show results” 
Adding modifier keywords

Next, flick thru the outcomes and add fascinating key phrases to your checklist. 

Selecting keywords to add to list


You could spot some extra concepts for modifier key phrases as you look by means of the outcomes. You can use them within the Include filter to indicate solely key phrases matching that standards.


This filter is usually a good method to discover alternatives for informational content material with the opportunity of that includes your product. 

  • Switch the Matching phrases report back to “Questions”
Switching to Questions tab in Matching terms report

Next, flick thru the outcomes. 

Niche keyword posed as question

Feel free to mix the filters proven above. For instance, it’s possible you’ll wish to search for key phrases with particular options and low Keyword Difficulty (KD). 

Combining different keyword filters

And right here’s one instance of a distinct segment key phrase matching these filters. 

Keyword example from mixed niche filtering

Stumbling throughout key phrases out of your wheelhouse an excessive amount of? Just use the Exclude filter. 

Excluding unwanted keywords

Now, let’s go to the ultimate step of the method. 

Step 3. Analyze the SERPs

Before you begin creating content material for chosen key phrases, it’s extremely really useful to grasp what searchers are particularly on the lookout for. To do that, analyze the top-ranking pages in three facets: 

  1. Is there a extra well-liked search question that factors to the identical factor? 
  2. What is the search intent? 
  3. How arduous wouldn’t it be to rank? 

The first side is particular to area of interest key phrases. Remember, you’re wanting by means of uncommon search queries. Some of these queries can have extra well-liked counterparts (but nonetheless area of interest), and others may be simply unsuitable (i.e., misspellings). 

To illustrate, a greater phrase to focus on than “diy soap sheets” could also be “how to make soap paper”—the latter has extra search quantity. Keywords Explorer signalizes that by means of the Parent Topic column discovered on the appropriate of any given key phrase. 

Parent Topic feature suggests a different keyword

And it received’t make sense to focus on one thing like “nivia soap.” Obviously, it’s a misspelling. 

Not a niche keyword, just a misspelling

The second side, search intent, is about studying what Google acknowledges because the dominating cause behind the search. In easy phrases, it’s sometimes one of many three:

  • Learn – If most pages deal with explaining issues: guides, tutorials, evaluations, comparisons, and so forth.
  • Buy – If most pages instantly supply merchandise: product pages, product class pages, touchdown pages, and so forth. 
  • Go to a web site or place – More typically than not, key phrases will include the title of the product, model, or place.

If you possibly can match search intent and it is smart to your web site, then the key phrase might be a sensible choice. But be certain to additionally optimize your content material for search intent.

If you possibly can’t match the search intent or it doesn’t make sense to your web site, it’s most likely finest to not goal the key phrase for now. 

To illustrate, the key phrase “cupcake soap” has a transparent transactional intent, with solely product pages within the high 10. So your finest wager to rank for this key phrase is probably going with a web page that gives cleaning soap bars within the form of a cupcake. 

SERP indicates the search intent


Sometimes, figuring out dominating search intent isn’t that easy. Google could present combined intent with several types of content material or no dominant content material format. This video information will enable you to make a extra knowledgeable determination in such conditions.

The third side, estimating key phrase issue, comes from the truth that a number of elements can represent rating issue. 

You can filter out key phrases the place opponents have a robust backlink profile utilizing the KD filter (as proven in step #2). For instance, we estimate that with a purpose to rank within the high 10 for “why is antibacterial soap banned,” you’ll want backlinks from ~123 web sites. That’s a tough key phrase to rank for, particularly for brand spanking new web sites. 

Keyword with low volume, high difficulty

Judging key phrase issue by means of KD is sufficient most often. But if you would like a extra thorough evaluation, search for these items: 

  • Popular manufacturers on the SERP – Results from well-liked, trusted manufacturers are one thing that customers anticipate in search outcomes. Google is conscious of that. 
  • YMYL subjects – Topics like well being, finance, and security will likely be powerful, if not inconceivable, to rank for a web site with no topical authority and content material written by folks with no actual experience. 
  • Quality of content material – If you possibly can’t add something helpful and unique to the data that Google already “recommends” on the SERPs, you will have a more durable time rating. Make certain you possibly can create helpful, reliable, and people-first content
  • See if top-ranking pages goal the key phrase – If nobody is masking the subject instantly, Google could present pages that it thinks are related. Those pages can come from high-authority web sites, and you will have leverage in opposition to them by masking the key phrase instantly. 
Popular brands on SERP ranking for a keyword with low KD
Although the key phrase has 0 KD, it could be arduous to outrank Amazon and Etsy as a result of they’re well-liked (and subsequently anticipated) manufacturers.

Learn extra: Keyword Difficulty: How to Estimate Your Chances to Rank 

Final ideas 

If you already know a web site that targets a selected area of interest, you need to use that website for key phrase analysis too. 

To do that, paste the web site’s URL in Ahrefs’ Site Explorer and alter the filters to search out what you want. 

For occasion, a web site like is usually a gold mine for key phrases within the mechanical keyboard area of interest—nearly 5,000 key phrases with a quantity of 100–1000 and KD as much as 10. 

Niche keyword research in Ahrefs' Site Explorer

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