There are various benefits to serving a small audience. For one, it is easy to address the concerns of a niche. It is also more convenient to create messaging for a brand with a narrow target market. Despite the advantages, though, it could be challenging to reach a specialized audience. Traditional means might target too broad a crowd, and your ads and promotions might not reach who they should.
With the internet, though, niche businesses can thrive and be profitable if they market themselves well. Aside from targeted ads and a strong social media presence, you need an SEO strategy. Search engine optimization for small businesses could bring many potential customers.
Even if you sell something rare or unusual, chances are there are dozens, possibly hundreds of other sellers doing the same. Since your competitors are also online, getting people to see you first depends on your SEO's strength. After you've increased your ranking, you will find it easier to set new, higher goals. You'll have a smoother transition to conversions, engagement, and differentiation once people pay attention to your business. Here are five steps you could take when differentiating your brand in a small market.
Mining SERPs is one of the first things to do when analyzing a niche. This method is time-intensive, as there is no single tool to compile insights for you. Mining involves typing your top keywords one at a time into a search engine and analyzing the first page results. Look at the features—are there rich snippets? What kinds are they? Consider the searcher's intent and dominant content types as well.
As a niche business, you probably have fewer direct competitors than companies in large markets. However, it is also a good practice to see what others in your industry are doing. If something is working for a competitor, it's always worth checking out, even if it is not directly applicable to your business model. You could always adopt some aspects so you can serve your audience better.
One way you could gain a foothold is through SEO content writing. When you use software like SEMrush's Keyword Gap, you can see terms that both you and your competitors use. You can see where they're ranking and where they aren't. If you create a content strategy around terms that they're not targeting, it can help you rise in results pages.
Keyword research is one of the most crucial things a niche business could do. The top-ranking keywords in your industry offer clues to how people search for your products. When you target the right keywords, you will rank higher in search results.
Do not assume that customers call your products the way you do. When you type a competitor's name or keyword into a search engine, tools like Keywords Everywhere can give you an idea of what clients or consumers use as search terms. Though you might have specialized terms in your niche, it might not be what people are using to find companies like yours. "Building repairs and maintenance" might be what you call your services, but a related keyword like "commercial janitorial services" might be what people use.
The right keywords can successfully target those most likely to be looking for you. Though you want to focus on transactional intent, you should not ignore the low-volume, long-tail keywords associated with your business. They can be included in blogs or additional resources to help draw in users and spread the word about your brand.
Are people searching for products like yours? What phrases do they use to find these? Look at the search volume of keywords in your industry; it is not enough to target keywords with low competition. The reason why it's not competitive could be because users are not looking for them!
Your SEO gains must serve your broader goals. Even if you climb to the top of rankings for a keyword, it won't matter if it has little or no search volume. Check the search volume of your keywords through tools like the Google Keyword Planner. Chrome extensions like Keywords Everywhere also help—these display data like search volume and related keywords right on your SERP.
Using long-tail, targeted phrases on your blog or resources is critical. However, it's best to optimize your entire website with keywords; doing so will increase your chances of ranking. Here are other places where you can place keywords on your site.
Add your primary keyword into the URL, if possible. It keeps your site well-structured while giving Google one more piece of information to help its algorithm classify your website.
The title is one of the best places to incorporate your keyword. It is one of the first things both algorithms and users see. Since Google displays only 65 characters in the title, you have to be strategic in its use. Something like "Keyword | Your Business Name" works here.
Meta descriptions do not influence your ranking, but it can get people to click through and visit your page. A meta description is text displayed under search results. It is your "elevator pitch" to the user, the first and last chance to get someone interested beyond the page's title. Google allocates around 165 characters to it, so make sure you have the right phrasing and message.
Header tags are the section dividers in a larger font you see on posts. Though there is no evidence that headers are a Google ranking factor, it's still good practice to use these in your content. People reading on mobile screens will find it easier to skim content if you use headers.
When possible, include keywords in your images' alt text. Doing this assists visually impaired users. It also helps people who choose not to load photos when reading on their device. Incorporating a keyword in alt text also proves your authoritativeness and helps Google classify you better.
You can view a website from anywhere in the world; you could be in North America and read about a small business in New Zealand through its company website. Even if you are in a specialized niche, you have as good a chance to gain audiences through your SEO strategy. Incorporating these tips in your plans will surely help you build a stable online presence.
Get clear on what matters in search engine optimization for small businesses when you team up with Ranked. We provide high-quality SEO solutions that will help you grow your digital presence in the long term. Get in touch with our team for more information, or activate your account today!