Analyse Keyword Competitors by Ben Hunt

The lecture Analyse Keyword Competitors by Ben Hunt is from the course SEO from Scratch (EN). It contains the following chapters:

What happens when a keyword has an exact match domain?

It gives pages a great advantage which you will not be able to attain. Therefore, you should add several points to its domain authority so that the traffic appeal decreases.
It is something Google used to do but has stopped many years ago.
It gives the page authority a great boost; however it does not affect the domain authority.
It gives pages a great advantage which you will be able to attain only with great effort. Therefore, you should focus all of your attention onto this phrase.

After you have done a throughout analysis of the current situation,...

you have to identify a target, have a detailed look at the website and compare several factors which influence the ranking.
you have to find out how much work you have to do to rank for a particular term.
you identify several targets with a low traffic appeal.
you should immediately improve your on-page as well as off-page factors.

What should you do when you discover that the traffic appeal of the keyword phrases you came up with is too low?

Before deciding that the market may be too difficult, you should start searching online and research the way other people phrase the terms.
If the traffic appeal of the keyword phrases is too low, you should simply accept the fact that the market is too difficult to penetrate.
Before deciding that the market may be too difficult, you should start searching offline and research the way other people phrase words.
If the traffic appeal of five keyword phrases is too low, you should look for a different market.

You should you do a keyword research because ...

it is very important. It gives you real scientific numbers on which you can base your strategy on.
it is less work than creating a website with content first and then discovering that there is no traffic concerning the topic of your website.
otherwise you will not be able to create a website with content.
Google requires it. Without it you are not able to do SEO.