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Hi There, It's great that you're niche.  This means that you don' really need to worry much about difficulty.  I get frustrated with people talking all the time about 'difficulty'.  It's self-defeating.  You should go out there and write content that's so good it beats all the competition no matter how 'competitive' or 'difficult' the keyword.  If anyone in my team said they were going to be dissuaded from doing something because it was 'too difficult' I'd send them to another team So look at your competitors but don't blindly follow them.  Speak to your customers, stakeholders and suppliers to discover the words they use.  Are there phones that you can listen in to at your business?  I listen to call recordings to get a feel for what language patients are using. And at the end of the day don't worry too much about semantics.  Google is very good now at figuring out what you are talking about so I would be tempted to just do some free thinking and try to write the most comprehensively, the most brilliantly and with the most detail about these products and your customers will find you. If they are technical customer, write technically.  Don't 'dumb it down'.  Use the big complex words and include an FAQ section to pick up questions and long tail keywords (but beware of keyword stuffing) Once you have written some content then you'll be able to optimise and analyse and test and get a feel for what is right and what people are searching for and reading about.  The competitor research is just the start and in a really niche place you often just need to get things down and out there in the world and see how they perform. Once you get cracking you'll soon become an absolute specialist and if you keep your eyes on the data you should be able to dominate your niche.  Tight niches are great.  You're lucky because broad or very high volume keywords can have problems all of their own.