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April 18, 2017 (Updated: February 8, 2023)
Just about everyone knows the importance of SEO. Each industry has its own triumphs and its own hurdles with increasing traffic to websites, but for a niche industry with generally lower search volume, proper SEO can make a massive difference. Sure, the big guys have to compete with each other for coveted Google results page space, but niche industries sometimes aren’t sure if it’s worth it to start a blog if their search volumes are low. Let’s take a look at how to use SEO to boost traffic for your niche vertical. As usual, it’s easier than you may think.
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SEO starts with keywords. These are the bread and butter of your SEO campaign. If you want to start a blog or get your site found, this is where you need to start. If you are in a vertical with an inherently low search volume, chances are your keywords have a low search volume.
We know keywords specific to your industry are important to the small amount of people looking for them. You do have a business after all, and you have a business because people need what you’re selling. However, it’s important to also think of the bigger picture. This means broader keywords.
This is probably easier than you think. At first it might seem that people would be searching for a very specific product or for something with your vertical’s specific language. That is definitely true in some cases. However, you need to think of how people who aren’t as familiar with your vertical would try to look for your site, what you’re selling, what you’re writing about, etc. What are they trying to accomplish? What solutions are they searching for? Think of the layman. Be the layman.
Remember, just because your keywords may have a lower search volume doesn’t always necessarily mean you won’t profit. If you are using keywords that are on the rarer side, but when they do come up, people spend big bucks, it’s not as big of a problem you’re trying to solve.
Don’t feel the need to go crazy with keywords and overdo it if you’re getting good return on your business when people do find you in a search. A high conversion rate with a low-volume keyword is actually quite common. Not only is it common, it can be pretty helpful and pretty lucrative. This is all to say that you should take a careful look at your keywords and what they’re actually doing for you. The lower the competition for the keyword, the easier you’ll be able to corner the market.
You don’t have to be alone in coming up with keywords. There are plenty of tools to assist you in your keyword research. If you don’t want to do it at all, you can find plenty of agencies to work this process for you. If you do want to do this yourself, take advantage of the following tools.
Google Keyword Planner: “You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together.” Another perk? It’s free.
Keyword Tool: “Keyword Tool will help you discover thousands of new long-tail keywords related to any topic by automatically generating Google’s search suggestions. The keyword suggestions will be produced based on a Google domain and language that you choose.” Keyword Tool also has a free version, and can get a little more descriptive than Google Keyword Planner.
KWFinder: “Get real-time keyword SEO difficulty in one click and expand your research thanks to SEO metrics designed for analysis of organic search results. Find hundreds of long tail keywords with low SEO difficulty that your competitors are missing in KWFinder’s productive and user-friendly interface.” There is a free version of KWFinder, but it is a little limited. You can do so much more with their basic or premium paid subscriptions.
Now that you have keywords lined up and ready to go, it’s time to start using them. This may seem obvious, but for SEO to work in the first place, your site has to have what the search engines are looking for. How do you give them what they’re looking for? Optimize your site.
Not only does Google want to see content, it needs to be quality. You not only need to show that you know what you’re talking about, the content needs to be relevant. The keywords need to be relevant. Take your time to think long and hard about the best topics that provide the best use for your keywords. Ideation is an important step in the right direction toward boosting your traffic.
When you have your topics and have carefully considered how to incorporate your keywords, you need to hand the job to someone who isn’t only a good writer, but who you feel confident is comfortable with the topic and can understand your voice. Many freelancers are more than capable of this. If you don’t want to find freelancers yourself, agencies can find, manage, and facilitate for you. The key is to that the content needs to be done right. Google knows the difference between content for keywords’ sake and content meant to genuinely help a reader.
Search Engine Watch put together the most important things to look at for site optimization. The idea here is that there are a lot of things to consider when you’re optimizing your site for SEO. They all work together to ensure your site is getting indexed quickly and easily.
This applies to all sites, regardless of how high or low the search volumes are, but it’s important to take every measure you can to get on Google’s good side. That’s a place you want to be considering Google’s got 77 percent of desktop global search traffic.
A good SEO campaign is a mixture of solid, relevant keywords and an optimized site. Give Google everything it needs to see you’re a relevant source of information, regardless of your search volume, and you’ll see an increase in traffic.
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