Here’s a SEO scenario for you: Let’s say you have a client who owns several stores throughout the United States. Instead of wanting to rank locally, your client wants to dominate the search engines on a national scale. Should be easy, right? Well, here comes the problem – our client works in an industry that is overpopulated on search engines and this client doesn’t really have a niche area. How can you get him to rank?
As a SEO specialist, I’ve always found that’s easier to dominate in an area that your client is working in rather than on a national scale. The competition is way fiercer than locally, especially if there are tens of thousands of companies doing what you’re doing. That’s why you got be smart when playing on the national level. You have to think outside the box. And as the song says, you gotta have a gimmick.
A couple of months ago, we discussed how you should have a niche in order to stand out to clients. But there’s more to niche marketing than appealing to a certain base. It can help you with your search rankings as well, especially when you’re hitting the national or international market.
For instance, let’s go back to our national targeting client. He sells bicycles and not just any bicycles, but custom made bicycles for women. So although his website listing may not be moving past page 6 for “bicycle store,” you’ll see the listing race to the top for “custom made bicycles” or “custom made bicycles for women,” which has a smaller amount of results. Not only will your site be sitting pretty at the top, but our client will also reach the customers he truly wants.
But what if you don’t have a niche? How can you rank with such heavy competition? Well then you have to make sure you have all the pieces in place – the right design, the best content possible, great backlinks, and fresh material – and you’ll eventually get there in time. It’s just easier to work with a niche than without. Get creative with your keywords! You’ll be surprised at what happens next.
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