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they're likely targeting that keyword for example all of. the top ranking pages for. the quarry how to save money are exactly about that whereas a quarry like best convertible car seats for small cars is a bit mixed as you can see some pages have gone specifically with. the angle for small cars as a result it's probably matching searcher intent better than. the more broad posts about. the best convertible car seats for any car this is a sign of weakness in. the serp because it means there's probably a lack of rank-worthy content out there about. the best convertible car seats for small cars now i don't want you to take this as advice that you must include. the exact keyword phrase in your titles . or urls with this example finding convertible car seats for small cars is actually a very specific need for a specific person all right let's talk about. the metrics. the first metric to look at is. the number of websites that are linking to. the page at ahrefs we call this referring domains as i mentioned in module 1 backlinks are one of google's most prominent ranking signals so if a page has a lot of quality links pointing at it then it'll be more competitive to rank so before choosing a keyword you need to ask yourself can i get more quality backlinks than. the top ranking pages. the second metric is website authority at ahrefs we call this domain rating which represents. the overall strength of a website's backlink profile very generally speaking you should be going after keywords where your website's dr is in a similar ballpark range as. the top ranking pages or at. the very least one of. the top ranking pages should be in. the same range as your website for example if all of. the websites that rank in. the top 10 have high dr's . you have a dr of let's say 10 then you may want to consider competing when you're at a similar level so let's add that question to our checklist is my website in a similar dr range or higher than. the top ranking websites again this is a very general recommendation but still a decent one to follow if you're a beginner to seo to see. the domain rating of your own site you can enter your domain in site explorer . see it here on. the overview page or you can enter your domain in our free website authority checker i'll be leaving links to all of these tools in. the description alright let's move on to. the third part which is topical authority of. the top ranking websites google wants to rank pages from authoritative sources . this goes beyond backlinks for example if we look at. the serp 4 how to unclog a toilet you'll see that this dr42 site is outranking much more powerful websites with significantly more referring domains well this page comes from a website that's just about plumbing so it's likely more authoritative on. the topic so. the question you need to ask yourself is is my website equally or more topically authoritative than. the top ranking websites if. the answer is yes then that's a positive thing for you. the easiest . quickest way to find out is to just look at. the domain names . use some common sense for example looking at. the serp 4 best convertible car seat for small cars you'll see sites like experienced mommy baby center parenting pod baby list . other relevant sites that talk about products for children . for domains that aren't as easily distinguishable like 800 buckleup.org you can just visit. the site hit. the about page . get a general idea of what. the site is about in this case you'll see that they talk about car seat recalls . review car seat brands so yes it is topically authoritative on car seats all right let's look at our full list of yes or no questions as a very general rule of thumb. the more yeses you can check off. the better your chances of ranking again very general because seo is quite nuanced with that said let's go through a couple of hypothetical examples for our golf site to set. the scene let's say you have a website that's about golf instruction . you also review golf equipment . your website's domain rating is low at around 15. all right so. the first example is for. the quarry best golf grips let's start with. the first question do some of. the top ranking pages fail to closely match search intent from. the looks of it they all look decent so i'll check. the no box next up can i get more quality backlinks than. the top ranking pages again we haven't covered anything about quality backlinks yet so for now let's just look at quantity most of. the sites have very few referring domains so i'd say this is a yes next question is my website in a similar dr range or higher than. the top ranking websites based on. the serp there are a few sites with similar website authority so let's give this a yes as well . finally is my website equally or more topically authoritative than. the top ranking websites well all of. the top pages are from golf sites . so is mine so let's give this a yes as well so based on our analysis it looks like this would be a topic worth going after all right. the next analysis is for. the keyword best putters looking at search intent overall it looks like. the majority of pages are good so i'll check. the no box but i do want to touch on this page on. the best blade putters this is more of a focused post . they're likely ranking high for this because of all of. the other factors like high website authority lots of referring domains . topical authority so i would actually exclude them from. the rest of this analysis alright next up can i get more quality backlinks than. the top ranking pages again just looking at. the quantity of links to these pages. the answer would likely be a yes seeing as we're still looking at about a dozen referring domains but it's important to realize that getting more links than. the number one page probably won't happen in. the near future meaning getting. the top ranking spot will be tough next is my website in a similar dr range or higher than. the top ranking websites. the answer is no . finally my website is topically authoritative so i'll give this a yes now it looks like we're at a tie between yeses . notes . this is exactly why i said as a very general rule of thumb. the more yeses you can check off. the better your chances of ranking again seo is nuanced plus you need to weigh out some of. the other principles we discussed like traffic potential . business value .. the best way to make sound judgment calls is through experience so it will take time to hone your skills . gain a better grasp of keyword analysis so as you can see understanding how hard it will be to rank in google will be a key skill to your success in search why because it's the first step to getting predictable results after all if you know what it'll take to rank ahead of your competition then it all comes down to execution . that's what.