There’s riches in niches, clearly, and I’ll grab a knife, carve that humble pie and eat a slice now, because, I admit to being wrong. There. Said it. A native of Yorkshire admitting fallibility is unheard of. But I’m wrong.
You see, in my aim for SEO dominance with this venture, I went for low competition and medium to high search volumes and ignored the low search volumes.
Let me in explain in simpler terms.
You might want to be found for dog groomer Gorleston, childminder Bradwell, window cleaner Great Yarmouth, removal firm Norwich – you get the idea.
So what happened when I narrowed my scope down, so to speak.
The tactics worked and this freelance web design and copywriting company is now appearing on Google for those – admittedly you’d get repetitive strain injury clicking “Next Page” or “More Results” to find me for web design Norwich, but I’m on there after a concerted content and social campaign in just 8 months.
This is where I went wrong though as in the past three weeks, I’ve had four firm enquiries about freelance web design from people who’d searched web design Great Yarmouth. Google told me there were only 10 searches a month for that term so I ignored it.
Not any more though.
What I’ve learned whilst eating that pie is that:
- Search volumes is not the Holy Grail of optimising your content. Competition is. The number of firms competing in Norwich, my nearest city, is much higher than here in Yarmouth, Gorleston, Bradwell and yet I’ve taken on new clients who found me online locally.
- Social media matters just as much. I promoted a post locally on Facebook and Instagram for a modest tenner about where I live, Great Yarmouth. It was, I hope informative and engaging, and not sales oriented and again two messages have resulted from that £10 promotion. One asking about writing, another about web design.
- A website audit (which I offer free) will tell you about SEO and SMO (Social Media Optimisation – if there is such an acronym) and I’ve learned that a business ignores social at its peril. Your client base, your readers are scrolling through Instagram, Facebook, Pinterest and LinkedIn and that subliminal, guerrilla, stealth marketing takes place there. You engage them on the apps, by offering something of worth, and then, when they make a decision to buy, they choose you, as web designer, estate agent, undertaker or whatever.
So I was wrong this week. Now I’m going for niches and all out on social media to keep me in the lifestyle I’m accustomed to: a BMW that does 26 miles to the gallon, San Pellegrino on tap, and gluten free humble pie.
If you’re not appearing on searches and have no idea where to start, get in touch with me. I can get you found online for car hire Great Yarmouth, removal firm Lowestoft, tattoo artist Gorleston or indeed in any other field of work in any other part of the country.
I may have been wrong this week, but most of the time I know what I’m doing and I do it well.
Put me to the test when you’re ready.