Helpful Tips for Doing Search in a Low-Volume Niche

Posted by Jeremy_Gottlieb

SEO — you know, that thing you do whereby everyone and their mother will find your site on the web. Easy, right? “Can you SEO this page for me?” or “We’re about to launch a webinar. Can you SEO-ify it, please?” I’m sure most of you reading this can probably relate to these types of questions and the ensuing pressure from bosses or clients. If you’re lucky, you work in a realm where there’s plenty of search volume to chase, featured snippets to occupy, and answer boxes to solve. But what about those who work in the low-search volume niches typically seen in B2B, or with companies pioneering a new product or service that no one really knows about yet (so they obviously can’t be searching for it)?

This blog post is for you, the digital marketer who toils and struggles to drive search visibility where there hardly is any. Let’s get to work.

Search, as I’ll refer to it here, includes both paid and organic. Neither of these may ultimately be the best channel for your organization, but after reading this post, hopefully you’ll be able to verify whether your search channels are humming along and working harmoniously, while leaving other sources of user acquisition to bear the brunt of the load. Three topics I will cover in this post are SEO, paid search, and CRO, but please keep in mind: these are not the only possible digital marketing actions that can be done for an organization in a low-search volume niche. This is just a glimpse into what may be possible, and hopefully it can spark inspiration for you or your client in ways you’d either forgotten about or hadn’t thought of. Whether you’re just starting out in digital marketing or you’ve been around for a while, I hope this will be able to provide some direction.

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