How to Find Low Competition Keywords for Digital PR Success

Finding it tough to get noticed in a crowded industry? Getting media coverage is great, but if you’re not honing in on the right keywords, you could be missing out on a big SEO boost. Sometimes, it’s not about going head-to-head with the big names, but rather finding those low competition keywords that really click with your business.

When you get the right keywords in play, your digital PR strategy can do more than just get your brand noticed – it can start turning heads and building genuine connections. It’s all about weaving those key phrases into your content so that your audience can actually find you, whether they’re browsing your site or coming across your posts on social media.

In this blog, we’ll break down how smart keyword choices can supercharge your digital PR and help your brand cut through the noise.

What’s in this article:

Identifying low competition keywords
How to find and use niche keywords
Identifying high impact digital PR tactics for your keywords
Leveraging expert comments for keyword opportunities
Key takeaways

Identifying low competition keywords

Before you dive into PR and marketing, it’s worth taking a step back and figuring out which keywords really matter for your brand. If you’re not targeting the right ones, you could be making life harder than it needs to be.

Start by thinking about what makes your business unique. What do you offer and what problems do you solve for your customers? Understanding what your audience actually cares about – what they’re searching for, what frustrates them – will help you find keywords that give you the best chance of ranking.

‍Google decides how authoritative your site is based on things like backlinks and the relevance of your content. If you’re struggling to compete with high-volume keywords, shifting your focus to more niche or long-tail ones can help bring in targeted traffic. More traffic means more leads, more sales, and, ultimately, better keyword rankings. A win-win all round!

When it comes to finding keywords, there are several tools you can use to help. Platforms like Google Keyword Planner, Ahrefs and Moz all provide keyword monitoring and detection functions. The keyword suggestions offered by tools are often measured by search volume, competition level and relevance. When you have found your group of relevant keywords, you can assess the competitiveness of each term to help inform your digital PR activities.

Not all keywords are created equal. Some have sky high search volumes but are almost impossible to rank for, while others might be less competitive but still bring in valuable traffic. The trick is finding the sweet spot – keywords with decent search volume but low enough competition to give you a real shot at ranking.

One of the best ways to carve out a space for your brand is by identifying low competition keywords with strong business potential. By focusing on these, you can boost your visibility in search results without going head-to-head with industry giants.

It’s also worth checking out what your competitors are doing. A competitor analysis can reveal which keywords are helping them gain traction and where you might have opportunities to stand out. Tools like Ahrefs can help you dig into their backlink profile and compare it with your own, giving you valuable insights to refine your keyword strategy.

You can learn more about different types of keywords by reading our guide to choosing the right keywords.

How to find and use niche keywords

Now that you know the difference between high and low competition keywords, it’s time to start finding the ones that will give your brand an edge. Niche keywords can be a total game changer, helping you rank higher in search results without having to battle it out with the big names in your industry.

One of the easiest ways to generate keyword ideas is by using ChatGPT. Try asking something like, “Give me 20 keywords related to [your industry],” and keep refining the list until you land on some strong contenders. Once you’ve got a solid batch, run them through a tool like Ahrefs Keywords Explorer to check search volume and competition levels, then dig into the keyword ideas report for even more inspiration.

Relevance is key here. Your keywords should be closely linked to your products or services – not just to help with rankings but also to build trust with journalists and audiences. The more aligned your content is with what people are actually searching for, the better your chances of securing media coverage and backlinks.

Another great tactic is focusing on long-tail keywords. These are longer, more specific search terms that tend to have less competition but higher intent. Take the insurance industry, for example – ranking for “car insurance” is a challenge, but something like “cheapest car insurance in the UK” is much more targeted and achievable.

Identifying high impact digital PR tactics for your keywords

Now you have identified your crucial keywords, you can organise your strategy by figuring out objectives and tactics.

Securing coverage in high-authority media outlets is one of the most effective ways to boost your brand’s identity with digital PR. A press release or media pitch can help your brand to be featured in industry specific publications, news websites, blogs and other websites relevant to your target audience.

You can create hard-working PR content by speaking directly to your audience’s interests and needs. Within this, you can utilise all of your new keywords. Focus on creating press releases that answer the crucial ‘so what?’ test. Your PR content needs to solve problems, answer questions, educate your audience or help boost brand presence. When content is useful and shareable, it is more likely to be noticed and picked up by a journalist.

At Motive PR, we produce Motive Actions Plans (or MAPs) for all clients so they have a clear understanding of our strategy, objective, tactics and performance indicators.

Leveraging expert comments for keyword opportunities

Contributing to media discussions as a thought leader is a powerful way to strengthen your PR strategy and make your keyword strategy word harder. Securing the right experts to engage with relevant media contacts can make all the difference to your outreach efforts. However, establishing a thought leader for your brand takes time. Building credibility and recognition with journalists and audiences doesn’t happen overnight.

A well-executed thought leadership strategy positions experts as trusted sources for both customers and journalists seeking authoritative insights. One of the most effective ways to build an expert’s profile is by providing commentary to journalists. Reporters frequently seek expert opinions for their articles, and platforms like X (formerly Twitter) and ResponseSource offer direct opportunities to connect.

Here’s an example of a journalist requesting expert commentary on X:

When responding to these requests, be sure to include low-competition, high business potential keywords. This ensures any coverage gained not only boosts brand visibility but also improves search rankings.

Beyond SEO benefits, offering expert commentary gives your brand a competitive edge. It helps differentiate your business in a crowded market, builds trust with potential customers, and can generate new opportunities by positioning your brand leader as an authority in the field.

Key takeaways

Focus on low-competition keywords. Identifying and targeting low-competition keywords is essential to help your brand stand out in a competitive niche.
Leverage digital PR tactics like press releases and expert comments as a way to embed your essential keywords. More media coverage with high authority links and keywords sends positive signals to Google which can help boost search engine rankings.
Create hard-working PR content by speaking directly to your audience’s interests and needs. Focus on creating content that answers the crucial ‘so what?’ test.

Want to know how we can help you identify keywords and use them in your digital PR strategy? Please get in touch.