Creating content for an offbeat topic is like walking on a double-edged sword. While you get the perks of less competition, you also face the consequences of low search volume.
Handling low-volume niche topics are difficult mainly because of the specificity of the topic/content.
Studies show that over 63,000 searches take place on Google alone, every second. Leveraging the maximum potential of these searches can help you grow your online business exponentially overnight.
The only downside to the low-volume niche is that out of nearly 5.5 billion searches on Google that occur every day, the search count for your keyword might easily be in the single digits.
If you are trying to create SEO-friendly content for search in a low-volume niche, you can follow these tips to get an edge with your marketing campaigns.
Categorize Your Audience
Every expert digital marketer is explicitly good at one thing. The marketer can identify the purchase-intent of the target audience in the right manner.
The best digital marketers can step into the shoes of their target audience to identify their needs and design campaigns accordingly.
By categorizing the audience, they can create a seamless string of advertisement and SEO campaigns that work in favour of the company.
You can easily adopt this categorization strategy to see the total target audience in your bucket in smaller components.
The categorization can help you target the right audience at the right time. Some parameters that you can use to categorize the audience include age, gender, likes/dislikes, search history, etc.
Make Your Keywords Generic
Low-volume niche is directly associated with highly specific keywords. Let’s take a small example here.
Let’s say that you are creating an online business to sell high-quality carburetors with titanium lining to prevent harmful exhaust gases.
Now, you probably cannot afford to invest your money in a highly generic keyword like carburetors.
On the other hand, you cannot create a specific keyword like “sell high-quality carburetors with titanium lining to prevent harmful exhaust gases” because this will attract almost no attention.
Create long-tail (but not too long) keywords. Over 70% of all web searches revolve around long-tail keywords.
Focus on Technical SEO
While preparing for a low-volume niche segment, you cannot rely too much on the content part of SEO to bring you the business.
In such cases, you need to rely on the technical aspects of SEO. Some of these include:
- Optimizing Page Load Speeds: By optimizing the website at the back end, you can easily reduce the loading time for the web pages. This will help you acquire more prospects and convert them into customers quickly.
- Generating Back-links: Perform competitive analysis to see the backlink sources of your top competitors. Invest money in guest posting and other similar activities to generate more backlinks from reliable sources.
- Optimizing UX and UI: Optimizing the overall user experience will help you retain the prospects who visit your website.
Optimize Your Website for Mobile Devices
Studies show that over 56% of the traffic on the internet comes directly from mobile devices today.
Also, the latest hummingbird Google update focuses on mobile-first indexing policy.
These studies are proof that you need to invest heavily in developing a mobile-friendly website for your audience. You cannot afford to lose the small audience only because of the lack of a mobile website.
Develop Truly Useful Content
The top websites stay at the top of the chart because they develop high-quality content consistently.
Developing a few blogs and articles one time will not do the trick today. Studies show that 60% of the best digital marketers create at least one piece of content daily.
Instead, you need to develop content regularly to keep the audience in the loop for a longer period. Develop how-to type content for your website as well as in form of guest posts.
It is not necessary for you to develop content that is highly specific to your business. Instead, you can develop content around a more generic topic pertaining to your product/service.
Spread the Word
Since you operate in the low-volume niche market, you need to get audience proactively by running marketing campaigns.
Leverage the social media and blogging channels to capture the attention of your target audience on multiple platforms.
Keep your keywords generic to a certain extent to save money as well as get enough clicks and attention on the search engine.
Some websites and online applications like Google Analytics can help you test the performance of keywords.
Make a list of all possible keyword combinations that you can think of, then plug them into the application to see how many clicks they attract every day/month.
After this, you can calculate the ROI based on the cost per click. Having an ROI-driven strategy is great for the long-term sustainability of your business.