A unique segment of digital marketing, your SEO strategy can indeed make or break your entire online presence. Each individual brand online needs to fight for every single website visit, not to mention the overcrowded social media world brimming with engaging content, and search engine prerequisites that you need to follow in order to avoid any issues and penalties. SEO takes time to master, and just when you think that you’ve perfected your approach, there’s a change to the search engine algorithm, a new trend on the horizon, or an industry standard that should be followed. All in all, this is a changing, constantly evolving part of your strategy, one that requires learning on a regular basis.
What happens when you need to go into even further detail since your brand belongs to a very specific niche? The SEO struggles of your brand become all the more complex. However, you can rest assured that you can still rank high in your industry, when you apply certain best practices and adapt them to your niche. Here are a few tips to keep in mind to improve your digital marketing approach, and to rank higher in your niche.
Look into your competitors
For businesses working in industries that have expansive markets, researching and gathering information about their competition is a standard SEO practice. For niches that have far fewer competitors to look out for, especially if they operate locally, this might not be as intuitive as it seems. No matter how narrow your brand reach may be, and how successful your product may be for your target audience, even the possibility of more businesses joining your niche is enough to inspire you to do your homework.
Knowing who your competitors are can help you understand what they’re doing well and what they’re doing poorly in terms of their own digital presence. Plus, you can see what kind of content they produce so that you can discover gaps and potential themes you can cover in order to provide value to your target market.
Get specific with your keyword usage
In highly-specialized industries such as the law, firms need to be extremely careful when creating content for their brands. If you aim too wide with your keywords, you’ll be unlikely to appear in the specific searches that you actually need to excel at, whereas selecting only a handful of specialty keywords alone can limit your exposure as well. Any extreme won’t be good for business, that’s for certain.
Balancing keywords is essential, so in the case of comprehensive law firm SEO strategies, adding the right keywords and disseminating them across your web presence can help you not only reach more people, but reach better-qualified leads, too. Of course, ongoing research and analysis are both essential to optimizing keywords usage in your content, hence the need to think of this aspect of your strategy as a continuous effort.
Industry-specific content matters
Your SEO strategy’s greatest asset is the content you produce on a regular basis. It has always been, and it always will be a pivotal segment of your ability to rank high in search engines, and in your ability to preserve and grow your digital reputation. It’s no coincidence content remains king in more ways than just SEO, but for the time being, let’s focus on how you can use it to target your niched audience.
Although certain norms do exist that each search engine rewards and appreciates, such as article length, link quality, authenticity, and the like, you should keep in mind that your industry can benefit from specific content for your audience. Focus on covering topics that are relevant to your target customers, and even more so, the kind of content that helps you position yourself as the leader in your niche. Remember to deliver engaging content formats, so that you can truly benefit from everything you post, be it a video, infographic, or a blog post with a classic how-to angle.
Don’t neglect your technical SEO needs
Finally, some SEO truths can never really lose their relevance, and the same is with your technical SEO efforts. Are all of your web pages loading quickly? Are your images of high quality and scalable for all devices, including mobile? Is your site easy to navigate? Are your links broken? Do you link to unreputable sites?
Everything from the seamless user experience of your website all the way to your backlink profile will affect your ranking, no matter how niched your business may be and how good you are. Make sure to cover these bases at all times and update your site regularly so that you can provide a smooth experience to all site visitors and ensure you’re loved by search engines.
Tackling a sea brimming with business is always a challenge, but sometimes, being a rare fish in a small pond can be equally difficult when you don’t have the right tools at your disposal. Use this SEO toolbox to rank better and to become a leading force in your niche, so that you can reach the right customers and remain the most relevant player in your industry.
Raul is a B.Sc. in Innovative entrepreneurship and has a lot to say about innovations in all aspects of digital technology and online marketing. While he’s not enjoying travel, football and great food, you can find him on Technivorz.com