Almost every day someone will come across many search results for a single keyword they type in the search bar. While the choices are endless, choosing one is always difficult. However, is this the same for all industries? No!
Not everyone is in a giant marketing sector like Fitness, Food, or Medicine. SEO can be difficult for industries like realtors, air conditioning/heating businesses, moving companies, roof repair businesses, and so on because most of them are present in any given town or city and they are small niche industries, where it is easier to get a business to the top of the search engines.
You struggle to get content ideas and how to maintain your search engine rankings to show up whenever someone searches for your business.
It is tough to generate organic traffic, but is it impossible? No!
A smart content strategy can pull it up well and offer you a consistent flow of traffic and business. Here’s how you can still be an SEO master even if you’re in a low-volume niche:
Targeting transactional and high-funnel queries
Review and fix the queries most vital to the organization, their search volume, and focus on the ones that are likely to yield conversions. With those queries, you can match your existing pages, or create new ones to rank on search results. It’s recommended to target short-tail keywords by product and service pages and long-tail keywords to be managed by FAQs, Q & A, or blog sections.
High-funnel queries involve including keywords into informational content that’s less sales-y and aims to make engaging conversations with your target audience. To make the desired conversions, high-funnel queries lead to form sign-ups, discovery calls, and answering user queries. Transactional-type queries, those which get businesses the best of their customers, don’t get searched all that much, but we can begin to funnel people down the path towards eventually becoming clients.
- Key tips:
Target transactional queries with ideal conversion-optimized pages - Target informational queries and modify pages to push forward the customer journey and funnel users towards transactional pages
- Blogs are a goldmine, leverage them in the right way to drive your traffic and engage them with industry-relevant content.
Paid Search
Most of the time, businesses use SEO and paid search for user acquisition, but silo the two channels so that they don’t work together. This has to be changed because using paid spend for Bing or Google Adwords in a combo with organic growth marketing tactics can nurture the company’s bottom line.
For paid campaigns, it’s important to get the tracking right from the start. As an improper tracking set-up, it’s not possible to tie back conversions to paid and organic and see their relationship.
Remarketing Lists for Search Ads (RLSAs) enable businesses to remarket to target groups who have visited a specific page on their site, either by bidding on keywords one typically wouldn’t bid on or by altering the bid up or down. The magic lies in executing the task perfectly which can get you lower cost-per-clicks and conversions, as the audience seeing these ads is already familiar with your brand.
Rather than competing for attribution models, a holistic approach enables us to measure the value-driven and work for the client’s benefit, instead of proving that a specific channel is the most effective one. Let your marketing dollars go where they are most needed, and profits will definitely come back.
More about SEO here.
