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Build your website with educational content that customers search for and they learn about you and your business. The content sticks in a consumers mind. What doesn’t stick are directory listings and web sites that do not produce value for the customer.
As I’ve mentioned countless times to the point I’m becoming boring, building a successful web campaign requires lots of keyword research. Niche markets that I’ve researched extensively have new keyword ideas I discover every day.
For example, I was working with a contractor the other day who wants a web site built for his concrete polishing business. I know from other sites I’ve built, customers don’t just search terms like concrete polishing. They search for terms that relate to their use. Terms like restaurant floor or dog kennel floor are searched. The contractor mentioned that he would like to get into grocery stores whose floors are typically 50,000 square feet.
Sure enough, I found a few thousand monthly searches per month for the term grocery floor and market floor. The competition online for those terms is low especially in local markets. So, ranking high on Google and other search engines is achievable. What else does someone searching grocery floor want to know when they find a concrete polishing site? How about floor cleaning? Then we create content about the cleaning process.
It doesn’t matter what business you are in. The same concepts apply. The more you dig into your niche, the more terms you will find. Build your site around those terms and your site becomes memorable. Your business becomes memorable. Now you’ll find yourself in the grocery niche. No doubt there is a network of professionals in the grocery niche.
Now you are a grocery floor expert, not just a concrete expert. Simultaneously you are a restaurant floor expert or retail or warehouse floor expert. You are also a floor cleaning expert which opens up another niche.
You stick out, you’re memorable. Your business is worthy of word of mouth recommendations. Word of mouth recommendations lead new visitors back to your site 365 days per year. People remember defined niche businesses. They talk about you and buy from you.
Edward Winslow
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