Driving traffic to your website through organic search is one of the most cost effective ways to increase your revenue.   

For niche brands, targeting broad keywords can mean you are competing with much bigger brands and struggle to climb the search engine ranks. Instead, looking at how you can leverage more niche search terms can help you target potential customers with high purchase intent, with less competition.

In this article we will share our top tips to optimise your content, utilise targeted keywords and create an SEO strategy to conquer Google rankings.   

Undertake strategic keyword research

The first step to improve your Google research is to do your research. In order to create a robust SEO strategy it’s important to understand how you are currently ranking, what your competitors are ranking for and look at what the search volumes are for relevant keywords to  your niche business. 

There are many free tools that can help you to search for SEO keywords that are relevant to your business. Google’s Keyword Planner is a tool that allows you to look for keywords and shows the search volume for them, and it’s free to use.

While primarily designed for researching keywords for paid search campaigns, it can also be useful for discovering new business-related keywords or understanding the search volume for keywords you’re already aware of. 

You can even look to identify if there are any seasonal peaks. This can help you to plan and publish content when people are searching for it, increasing the opportunity for your content to rank in the SERPs (search engine results pages). 

Analyse your current organic performance 

Look at Google’s Search Console or other website traffic tools to analyse your website traffic. This can help you to gain a better understanding of what existing keywords you are ranking for, and what terms people are searching for when they land on your website. 

Conduct thorough competitor research 

Now you know what keywords you should be targeting, and what ones  you are, or aren’t ranking highly in the SERPs for, it’s a good idea to conduct some competitor research. This can help you to identify any content gaps you might have and help towards your content gap analysis. 

Revise existing content 

The best place to start when looking to optimise your website content is to look at where your target keywords could naturally be added to existing content on your site. You want to avoid ‘keyword stuffing’ by repeating your keyword too many times within a webpage or shoehorning keywords into sentences. 

The best way to incorporate target keywords into website copy is to add them in relevant places, or where they organically work. 

Create high-quality, optimised content

Alongside optimising existing content, it is beneficial to create new content with specific keywords in mind. With a clear view on the strategic keywords you want to target, you can create optimised content that will capture engaged users with high-intent. 

Ensure you create content that is informative and educational while also incorporating relevant keywords. Google prioritises content that demonstrates E-E-A-T, which stands for:

• Experience 
• Expertise
• Authoritiativness
• Trustworthiness 

Create a content calendar that combines evergreen content, as well as seasonal specific content and allows space for reactive content, for example if there are industry updates or to announce new products. 

Having a variety of content planned over a period of time can help you to create content that taps into a range of keywords to attract the best traffic. 

Target long-tail keywords 

Instead of trying to compete with broad terms with high search volume,  instead focus on identifying long-tail keywords that are highly specific to your niche. 

While these may have a slightly lower volume, targeting these types of keywords will mean that there is less competition for ranking positions, and it is likely users will have higher intent. 

Utilise Local SEO

For niche brands, unlocking the potential of Local SEO can really help you to increase your search engine visibility. 

Optimising your Google My Business profile with details like business hours, contact details and business address will help your business show up in Google local search results and on Google Maps. This can help local potential customers discover your product or services more easily. 

Final Thoughts 

Investing time in researching relevant keywords and devising a content strategy that focuses on targeting keywords with high user intent can help you to improve your search engine rankings and drive high quality traffic to your website. 

Targeting long-tail keywords and local SEO will help ensure that the traffic landing on your website is engaged, while authoritative content can increase the chance of conversion. 

Need some support in crafting your SEO strategy? 

We are experts in creating SEO strategies that help businesses leverage organic search for performance. Get in touch.