It's a big search world out there, and if you are in a business with broad market appeal, you may find it hard to stand out from the crowd on Google and other major search engines. You're not alone. Getting on the first page of Google SERPs is exceedingly difficult, and if paid search is your strategy, bring your checkbook - bidding on popular, general search terms can get very expensive.
On the other hand, if you have a niche in the market you can capitalize on it to raise your search profile and make paid search affordable.
Suppose your company provides personal financial services. You will have a hard time standing out in organic or paid search on a term like, "financial services" (107 million returns on Google). "financial services chicago" is better, but still returns more than 25,000 matches.
But by narrowing your focus to a part of the market you especially cater to, you'll see a dramatic difference.
"financial planners chicago" - 4,700 matches
"financial planners divorce" - 428 matches
"financial planners retirement" -5,100 matches
"financial planners generation x" - 2 matches
A careful keyword analysis (which Whoast can provide) may alert you to wonderful marketing opportunities that are there for the taking. Whatever your total search marketing budget is, you may find it more productive to split it up across a few niches, rather than spend it all on one broad campaign.
In an upcoming post I'll offer a few ideas on niches you may find attractive and/or have not fully considered.
