Carve Out Your Own Niche

The standard approach to search engine marketing is to see what everyone else thinks is important to rank for and then start competing with them for those keywords. Is that really an optimal marketing strategy, though?

A widely reported metric is that 25% of all queries are new to search engines. Another widely reported metric is that 43% of all queries are local in nature. These statistics show us that we have great opportunities to get away from the crowd and build our search marketing on less competitive queries.

Although there may be more traffic in those highly competitive queries your chances of getting much of that traffic are not very good. Logic tells us that working on the less competitive queries will lead to more search traffic, and that is optimal.

Optimizing for queries the search engines have never seen before means you have to keep your eyes and ears open. Some spammers use software that scans news stories for new words or expressions but you don't need to be that aggressive. Just stay tuned in to the latest developments in your industry and be the first person to say something useful.

Using your Website as a platform to create your unique voice on the Web is the best approach to reaching people. They find your content before they find anyone else's so you not only receive the benefit of being found; you also become the standard by which all other sites are judged (until someone comes along with a more pleasing solution).

You have to be realistic. You cannot be relevant to everything. You cannot always be first in the field. But you can be the expert everyone remembers because you don't follow the crowd. You can stop people in their tracks with different ideas. You can make them think and by doing so they will remember you.

For example, let's take a simple gift basket Website. If you are just selling gift baskets from your home you can still explain to people when it is and is not appropriate to send gift baskets by commenting on recent news stories about grief and good times.

Being the person that everyone knows for a specialty is better than being the temporary leader in a long road race whose members play every trick in the book.

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