How do I Target Keywords with Low Competition?

Finding the right keywords is key to boosting your website’s visibility, but competing for popular search terms can be tough—especially for smaller businesses.

In this blog, we’ll show you how to find low-competition keywords that can help you rank higher, reach the right audience, and grow your online presence.

What Is a Low-Competition Keyword?

A low-competition keyword is a search term (or phrase) with fewer websites trying to rank for it in search engine results.

These keywords might have lower search volumes, but they’re much easier to rank for, which makes them perfect for smaller businesses or new websites.

For example, a broad keyword like “coffee beans” is highly competitive because tons of established businesses are already targeting it.

On the other hand, more specific, longer keywords like “single origin coffee beans in [your city]” usually have less competition, so they’re easier to rank for.

Even though fewer people might search for that exact term, those who do are likely more interested in what you’re offering. This gives you a better chance to attract traffic that’s more likely to convert.

Most keyword tools measure keyword competition by assigning a difficulty score. For example, Semrush rates keywords with a keyword difficulty (KD %) score out of 100.

The lower the score, the easier it is to rank for that keyword.

Why Are Low-Competition Keywords Important?

Low-competition keywords are a real game-changer, especially for small businesses or websites that are just starting out.

When you’re new, it’s tough to compete with established websites that already dominate popular search terms.

That’s where low-competition keywords come in.

Think of them as the “low-hanging fruit” of SEO. They’re easier to “pick,” or rank for, because fewer sites are competing for them. This makes it easier for your website to show up higher in search results.

This is super important if you don’t have a big budget, a team of SEO experts, or tons of backlinks from high-authority websites.

For example, let’s say you run a small bakery in a mid-sized town.

If you try to rank for broad keywords like “best bakery” or “buy cakes,” it’s going to be tough without a lot of quality backlinks. But if you target something more specific, like “best gluten-free cupcakes in [your town],” it’ll be much easier.

Not only are fewer sites trying to rank for that phrase, but the people searching for it are likely looking for exactly what you offer. This helps you connect with your ideal audience faster and with fewer resources.

Low-competition keywords also help you build authority over time.

By focusing on these niche terms, you can gradually increase your website’s visibility and credibility.

The more keywords you rank for, the more authority your website gains, and the better positioned you’ll be to target more competitive keywords later on.

Also Read: How do I Find Local SEO Keywords for My Business?

Examples of Low-Competition Keywords

There are several types of low-competition keywords that can help you attract the right audience without getting lost in the crowded SEO space.

Here are some examples:

1. Long-Tail Keywords
   Long-tail keywords are phrases with three or more words that describe more specific search queries. They may have lower search volumes, but they’re often easier to rank for and bring in more targeted traffic.

For example:

• Instead of “running shoes” (a competitive keyword), try “best running shoes for beginners with flat feet.”
• Instead of “SEO software,” try “affordable SEO software for small businesses.”

People searching for these phrases usually know exactly what they’re looking for, so long-tail keywords often lead to better conversion rates.

2. Geo-Specific Keywords
   Adding a location to your keywords makes them less competitive because you’re focusing on a specific area. This is especially helpful for local businesses.

For example:

• “best sushi restaurant” (high competition) vs. “best sushi restaurant in Austin, TX” (lower competition, local focus).
• “yoga classes” (high competition) vs. “outdoor yoga classes in Central Park” (lower competition, geo-targeted).

Geo-specific keywords are great for businesses serving a specific location or audience.

3. Niche-Specific Keywords
   These keywords target very specific products, services, or customer needs within a broader market. If your business caters to a niche, you can find keywords that directly speak to that audience.

For example:

• “organic skincare” (high competition) vs. “organic skincare for sensitive skin with rosacea” (low competition, niche-focused).
• “home gym equipment” (high competition) vs. “compact home gym equipment for small spaces” (low competition, niche-focused).

By focusing on niche-specific keywords, you can attract a smaller, more engaged audience, making it easier to rank and build authority in that space. Doing competitor keyword research can also help you identify gaps in the niche.

4. Question-Based Keywords
   These keywords are phrased as questions, which is how people often search when looking for specific answers. They’re perfect for blog posts or FAQ sections.

For example:

• “how to clean leather shoes” instead of just “leather shoe cleaner.”
• “what’s the best way to improve Google rankings?” vs. “SEO tips.”

Question-based keywords are common in voice searches and can help you connect with users seeking specific advice or information.

5. Product-Specific Keywords
   These focus on specific products, models, or services, especially if you offer something unique or less known.

For example:

• “best blender” (high competition) vs. “best portable blender for smoothies” (low competition, product-focused).
• “laptop” (high competition) vs. “lightweight laptop with long battery life for travel” (low competition, detailed product specification).

Targeting these low-competition keywords gives you a better chance of ranking and attracting qualified leads who are ready to take action, whether it’s making a purchase or booking a service.

Also Read: What is the Difference Between Local and Global Keywords?

Three Easy Ways to Find Low-Competition Keywords

Let’s explore three simple ways to find less competitive keywords you can target, using Semrush—a powerful SEO tool.

Here’s how you can do it:

1. Find Keyword Suggestions
   Use Semrush’s Keyword Magic Tool to discover thousands of related keywords. You just need a starting keyword, or “seed keyword.”

For example, let’s use “kitchen decor.” Type it in the search bar, click “Search,” and watch the tool pull up over 17,000 keyword suggestions.

You’ll see that the seed keyword “kitchen decor” has a Keyword Difficulty (KD) of 40%. Not bad, but let’s try to find something even easier to rank for.

Click on the “KD %” dropdown above the keyword list to filter by keyword difficulty. Select “Very easy” and hit “Apply.”

Now, you’ll only see keyword ideas with a KD of 14% or lower, which are easier to rank for. Plus, if you check the “Volume” column, you’ll see these keywords still have solid search demand.

You can also sort the results by keyword difficulty by clicking the funnel icon next to “KD %,” which will flip the order. (By default, the keywords are sorted by search volume.)

Want to target keywords that match specific user intent? Simply select your desired intent from the dropdown filter and click “Apply.” This will show you low-competition keywords with the intent you’re after.

2. Explore Your Competitors’ Keywords
   Another smart way to find low-competition keywords is by looking at what your competitors are ranking for. Semrush’s Organic Research tool lets you see which keywords your competitors are targeting.

To do this, just enter a competitor’s website in the search bar and click “Search.”

Semrush will provide a report on all the organic keywords your competitor ranks for in Google’s top 100 results. For example, if you run an interior design business, you can check out what your competitor, “sanctuaryhomedecor.com,” is ranking for.

Go to the “Positions” tab to see a list of all the keywords your competitor ranks for. You can filter by keyword to dive deeper into specific topics.

For example, filter by the keyword “flowers” to see all the related keywords your competitor ranks for.

Look at the “KD %” column to identify lower-competition keywords, and check out their search volume in the “Volume” column. The “Traffic” column shows how much traffic each keyword brings to the site, helping you spot keywords that could bring in traffic with less competition.

If you find a keyword with a lot of traffic, low difficulty, and solid search volume, you’ve hit the jackpot.

3. Find Gaps in Your Content
   You can also find keyword opportunities by running a keyword gap analysis with Semrush’s Keyword Gap tool.

Enter your domain and up to four competitor domains, then hit “Compare.”

Semrush will show you a visual of the keywords you share with your competitors. You can see which keywords your competitors rank for that you don’t.

The “Missing” tab is where the magic happens. It shows keywords your competitors rank for but you don’t. If those keywords have high search volume and low competition (low KD %), they’re perfect for you. For example, if the keyword “coffee table decor” has a search volume of 14.8k and a KD of just 29%, you could have a good chance of ranking for it.

The “Untapped” tab shows keywords you haven’t ranked for but your competitors have. This is a great chance to catch up!

Now you know how to find low-competition keywords with decent search volume. What’s next? Let’s dive into how to target them.

How to Leverage Low-Competition Keywords

To get the most out of low-competition keywords, you need to be strategic. It’s not just about picking a few easy terms. You need a plan that helps you build authority in your niche and connect related keywords in a way that makes sense.

Here are three tips to help you use low-competition keywords effectively:

1. Consider Search Intent
   When choosing low-competition keywords, think about the search intent behind them. Not all searches are the same. Some people are looking for information, while others are ready to make a purchase, and some might just be comparing their options.

Search intent is the reason someone is searching. It’s what they want to find when they type something into Google.

For example, if someone searches “how to bake chocolate chip cookies,” they’re likely looking for a recipe, not to buy cookies.

There are four main types of search intent:

• Navigational intent: Users are trying to find a specific page (e.g., “reddit login”)
• Informational intent: Users want to learn more about something (e.g., “what is SEO”)
• Commercial intent: Users are researching before making a purchase (e.g., “best coffee maker”)
• Transactional intent: Users are ready to make a purchase (e.g., “buy Subaru Forester”)

Understanding search intent helps you create content that matches what users are really looking for. This is key to attracting the right kind of traffic to your site.

2. Build Topical Authority
   Topical authority means becoming the go-to resource on a specific subject. Search engines like Google reward sites that show deep knowledge in a particular area.

This is where low-competition keywords come in handy.

Let’s say you run an online store selling eco-friendly cleaning products. Instead of trying to rank for super competitive terms like “eco-friendly products,” start by targeting more specific, low-competition keywords like “natural all-purpose cleaner for kitchens” or “non-toxic bathroom cleaners for families.”

By consistently creating valuable content around these topics, you’ll show search engines that you’re an authority in eco-friendly cleaning. Using related keywords throughout your content helps Google understand your site’s focus and boosts your rankings.

3. Use Keyword Clusters and Internal Linking
   A keyword cluster is a group of related keywords that all connect to one main topic.

The idea is to create several pages around a central theme, and link them together within your website. This helps you target multiple keywords while also showing search engines that your content covers the topic in-depth.

At the center of the cluster is your “pillar” page, which targets a key, often competitive keyword. The other pages in the cluster focus on less competitive keywords and link back to the pillar page and each other.

For example, if you’re that eco-friendly cleaning store, your main pillar page might be about “natural cleaning solutions.” You could then create pages targeting low-competition keywords like “safe natural cleaners for wood floors,” “DIY natural disinfectants,” and “best pet-friendly cleaning supplies.”

By using keyword clusters, you help search engines see the depth and relevance of your site, improving your chances of ranking for more competitive terms as your authority grows over time.

Also Read: How do I Perform Keyword Research for a Specific Location?

Should I Completely Avoid High-Competition Keywords?

Not at all! High-competition keywords can still play an important role in your SEO strategy, even if you’re a small business or just starting out.

For example, if you own a small yoga studio, it might seem like a good idea to target a keyword like “yoga classes.” But ranking for such a broad term can take a lot of time, effort, and resources. You’ll be up against big gym chains, large fitness websites, and well-known blogs.

That doesn’t mean you should completely avoid high-competition keywords. Instead, think of them as long-term goals.

Over time, targeting lower-competition keywords will help build your website’s authority, which gives you a stronger foundation to compete for bigger, more popular terms with higher search demand.

One smart strategy is to work high-competition keywords into your content in a natural way, without making them your main focus.

For example, your yoga studio could publish several blog posts on different yoga-related topics that include the keyword “yoga classes.” While you might not rank for this term immediately, using it in your content helps establish your site’s authority over time.

It’s all about balance.

Focus on low-competition keywords for quick wins and gradually work high-competition keywords into your long-term SEO plan.