Niche (Long Tail) vs. Broad SEO Keyword Strategies

By: Mel Joelle

Once you have discovered a need to optimize your website, you are likely to be faced with lot of decisions. One of the most important is whether to focus on niche or broad SEO strategies. Understanding the differences between the two can make this decision a lot easier.

Niche (Long Tail) SEO Strategies

It is easiest to think about your niche market as your specific market; the people who are most likely to purchase your product or service. For example, if your online business sells organic dog food, your target niche market would be dog owners who have gone ‘green.’ You would want to avoid the more generalized keyword of ‘pet food’ for the purpose of developing a niche SEO strategy. Instead, your keywords might be “organic pet food”, “Organic dog food”, and “Natural dog food”.

Niche SEO strategies include a variety of targeted efforts designed to whittle down your potential client base to those people that fit into your niche market. These include:

1. Keyword research: while it is true that all SEO strategies are driven by keywords, when developing a niche SEO strategy your keyword research should focus on highly specific and unique words. Keep refining your keyword list until you have the most defined words possible. We recommend using WordTracker to find the choose keywords.
2. Geo Marketing / Geo SEO – in many cases part of a Niche SEO strategy is geo marketing. If you are targeting a particular area with your product or service, it is important that you plan to market directly to that area through local directories and services like Google Maps.

Broad SEO Strategies

Broad SEO strategies, unlike niche strategies, are all encompassing. In other words, you are marketing to the entire Internet, not a targeted group. Using our imaginary organic dog food website from above, for the purposes of broad SEO strategies you would market to all pet owners, not just dog owners.

As you might expect, almost all of the strategies implemented for SEO purposes will work well for anyone looking for a broad strategy. Keyword research, article marketing, social media, press releases and website design will all play an important role in a fully developed broad strategy.

Choosing Just One

Don’t be fooled into thinking you can only implement on of these strategies. Successful SEO campaigns will implement a mixture of the two. By focusing on the broad approach, with targeted efforts made towards the niche market you can develop a powerful online marketing campaign.

If you are unsure how to implement a proper SEO campaign, you may want to consider hiring a professional to optimize your site. Trained consultants can often optimize your site much more quickly than you and can, and will net you better results. Many website owners shy away from higher a professional, thinking they can handle it on their own, but when you take into consideration the amount of time and effort you will spend just learning the ropes, you are likely to realize the consultant is actually a steal.

Whether you use just one strategy or opt to implement both a broad and niche based approach, optimizing your site can make a huge difference to your bottom line. Contact us and we can help!

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