For every business operating online, it is essential to have a robust SEO strategy that helps them rank higher on the search results page. But what happens when you want to target a specific niche market? Will your regular SEO strategy suffice, or do you need to tailor it for a specific audience? Find out how First Page Digital helps businesses through SEO marketing to increase their chances of ranking in their niche market.
What Is Niche SEO Marketing
Niche SEO marketing is the process of optimising a website for a specific group of keywords that are related to a particular industry, product, or service. By leveraging several tactics to optimise a site, it can attract more qualified traffic to the website, leading to more sales and conversions.
Read on to find out how we helped British Connections, a British passport and UK visa office in Hong Kong that was affected by travel bans and political unrest, gain more leads through our SEO services.
How First Page Digital Helped British Connections Increase Their Online Traffic
British Connections is one of the most established offices in Hong Kong to get a British passport and apply for a UK visa. By employing staff trained by HMPO, British Connections gained an excellent reputation among individuals in Hong Kong.
1. The problem
The office was initially receiving a good number of enquiries over the years. However, the number soon dwindled due to the ongoing protest in Hong Kong. The enquiries further declined when the travel ban was imposed due to the COVID-19 pandemic. A sudden decline in the number of queries and the ongoing uncertainty had them questioning the future of their revenue and visibility. That’s when they got in touch with First Page Digital to help them with local SEO for their niche site.
2. The solution
The problem faced by British Connections is common among businesses targeting a niche market with its audience-specific solutions. For a niche website to rank higher in the search results, it is essential to create a special marketing strategy.
The team at First Page Digital first identified the target market to understand what type of strategy would resonate best with them. It is also important to research competitors targeting the same group of people and find out what part of their strategy has been working in their favour, especially in terms of filling the market gap. This allows the business to understand what can be done to stand out from the competition.
Informative and helpful content should be created after researching keywords for the target market to retain their attention. The content should also be promoted to make sure the target audience sees it to generate leads.
Finally, the results are analysed against previous traffic to better understand what works and doesn’t for the brand.
3. How we helped
Considering the ongoing uncertainty and the challenges faced by British Connections in Hong Kong, we followed a flexible approach for their Search Engine Marketing campaign. After announcing the national security policy, we assigned a larger proportion of the budget to the BNO (British National Overseas) and passport campaigns.
This resulted in an increase in enquiries for British Connections. After the campaign ended, we continued working to identify ways to reach its key target market through effective search engine optimisation techniques. Besides, we also worked on technical aspects of the website to further drive ranking and visibility for their website.
4. The results
The British Communications case study revealed the following results after a few months of our SEM and SEO campaign.
|
Areas of Improvement |
Growth in Percentage |
|
Keywords on Page 1 (36/50) within 6 months |
72% |
|
Conversions within 4 months |
459% |
|
Impressions within 4 months |
128% |
| Organic Users |
185% |
| New Users |
198% |
| Organic Sessions |
184 |
What To Expect When Performing SEO In A Low-Volume Niche
Typically, niche industries cater to a narrow audience who have relatively stronger knowledge of their field. As a result, their search queries tend to be made with high intent and request for highly informative content. This creates an opportunity for quality evergreen content that answers specific questions within the low-volume niche.
At the same time, marketers can expect to find mostly long tail keywords due to the low-volume niche that they are in. That is not to say that SEO for niche sites do not yield positive ROI. Instead, it is these niche keywords that often drive quality organic traffic and sales.
Creating An Authoritative Presence
In niche site SEO, one advantage that you should look to attain is to have a person of authority create content for the website. This method is especially powerful for SEO for niche markets as they are able to provide high level insights that meet the needs of users.
As such, 1 common search engine optimization tactic used here is to collaborate with authors of niche affiliate websites. Given the expert standing of the main content creators for these niche affiliate sites, your website receives an instant leg up in authority. Furthermore, it can be useful to incorporate the affiliate site as part of your link building strategy.
Create A Complete Guide For Your Niche
A favorite of niche site SEO is to create a step by step guide for any process within your niche. Complete guides are a favorite of Google as it likely meets the needs of your potential audience. Having said that, I cannot emphasize enough how important it is to provide a unique take on the process or industry. Afterall, as an expert, your website should inform a different point of view.
Know Your Specialty And Stay On Track
Oftentimes, marketers get tempted to chase high search volume keywords, even when they are slightly outside their niche business’s operations. While you may succeed in getting higher impressions on search engines, ultimately, these may not translate into clicks and potential customers.
A better and more balanced approach is to use Google Trends to find rising topics within your niche. From there, a list of keywords surrounding the topic can be targeted. In this way, you can capitalise on the rising interest while your brand continues to cater to your niche audience.
Grow Your Online Business With Niche SEO Marketing
Just like how British Connections improved its online presence and gained more traffic to its site through SEO, any business can achieve growth online, including niche ones.
Digital marketing lets businesses connect with more customers and reach new markets, build brand awareness, and establish credibility. By appearing at the top of search results, you will be able to demonstrate your expertise, authority, and trustworthiness in your niche to potential customers.
However, applying the right marketing strategy that will work for your business type cannot be overlooked. Some businesses might benefit from targeting a wide range of keywords, while targeting more specific keywords and phrases that fall under niche SEO marketing will be more optimal for others.
Entrust Niche Marketing To First Page Digital
At First Page Digital, a leading award-winning digital marketing agency in Singapore, we understand that all businesses are not the same, and each has its own unique needs when it comes to SEO. That’s why we offer customised SEO plans that are designed to deliver optimal results.
We constantly keep pace with the latest Google algorithm changes, ensuring that our client’s websites are always compliant and visible in the search results. We aim to help businesses of all sizes and niches to rank on the first page of Google for their targeted keywords, driving more traffic and leads to their site. Even if you want to target specific demographics and geographical areas, we can help you reach your ideal customer base through local SEO services.
Besides SEO, we can also help in the growth of your online business through Google Ads and social media marketing like Facebook/Meta Ads, Instagram Ads, and other marketing requisites to help you stay ahead of the curve.
If you are looking for a digital marketing agency that specialises in all aspects of SEO marketing and can be your complete digital partner, we are here to assist you. Contact us to discuss your specific needs and create a customised plan for your business today.
