SEO (Search Engine Optimization) crashed onto the scene sometime in the 1990s, and since then, it’s only been growing. As the name suggests, SEO “optimizes” websites to appear in search engine results. After all, when you think about it, just about anything you could ever possibly search in Google yields millions upon millions of results — that’s a heck of a lot of competition. (A quick test of the phrase “niche marketing” pulls up some 18,600,000 results.) If you want your page to claw its way to the top and be seen by potential customers, employing good SEO practices is critical. SEO is useful for everyone, because it sits at the nexus of technology, commerce, and marketing and advertising. But while SEO may be universally helpful, that doesn’t mean it’s a one-size-fits-all enterprise. SEO for a clothing boutique is different from SEO for lawyers. So what about SEO for niche marketing?
1. Write a blog.
Here are two misconceptions you need to let go of:
- “‘Blogging’ is a trend.”
- “Blogs are just fluff, the real stuff is elsewhere on my site.”
As the world becomes more and more technologically-oriented, and more and more businesses maintain websites, blogs become increasingly relevant. When used properly, they shouldn’t be fluff. Blogs offer a few advantages that other areas of your site can’t, such as:
- They give you an opportunity to be humorous, to have a personality — in short, to make invaluable personal connections with your customers. In niche marketing, where your audience is limited, this is arguably even more important than it is for big businesses.
- Blogs are a great place to compile “hot” or “fun” content. That doesn’t mean fluff — blog posts should always be articulate and relevant to the subject at hand — but it does mean you have more leeway to get creative and playful than you would when writing out, say, prices and inventory counts.
2. Use keywords.
Google and other search engines use algorithms to determine how pages are ranked. These algorithms take a lot of factors into account, but one of the most important is keywords. Keywords and niche marketing go hand in hand, because both are about one thing if nothing else: specificity. The point of having a niche is that your customers aren’t just looking for “sweaters,” they’re looking for “undyed natural sweaters.” Without being contrived, try to populate your text content with targeted keywords that your clientele is likely to be searching for.
3. Set bait.
Specifically, set link bait. No, that isn’t ’90s hacker terminology, it’s a very real SEO term. Link bait refers to links which “bait” people. How do they do that? They’re interesting. They’re bizarre. They’re controversial. Whatever attributes they may have, all link bait is alike in one way: it always grabs attention — and as the adage goes, all publicity is good publicity.
Link bait can take a variety of approaches. Some of the most common include news hooks (offbeat stories that seem perfect for becoming viral); tool hooks (creating something so useful that everyone uses and shares it); humor hooks (jokes and cartoons are popular); and even evil hooks (deliberately saying something mean or negative to get attention — not recommended unless you’re already a rich celebrity).
If you would like to find out more about ways to improve your advertising and marketing, I invite you to contact me. I have been helping professional service providers such as CPAs, attorneys, and financial services providers focus their business development efforts on profitable micro-niches for over 10 years. Email me at firstname.lastname@example.org.