Helpful Tips for Doing Search in a Low-Volume Niche by Jeremy Gottlieb #366

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. I am Charles Lewis, your client results strategist. Welcome back to another fun-filled edition of our podcast. This is podcast number... Number 366. 366. Yeah, we officially have one more than enough to give you a podcast for every day of the year. Every single day of the year. It sounds like pure joy to me. I don't know what it sounds like to you. And one 30... Wait, it's one every day, skipping one 30. And two 80. And two 80. So we need one more, and then we'll be good. As always, we do have a tip from our previous podcast, and that tip is... Be socially active on the platforms where your target clients are active. Look, if you're going to spend time on social media, like Facebook, Instagram, Twitter, or whatever your social platform is, choose the one where your clients are actually sharing content, engaging in content, commenting on content, and liking things, that's where you want to be putting your social activity the most, where your clients are active. Subscribe and follow, please. As always, please remember, Chuck and I, we're here filming in Houston, and we are your friendly local neighborhood top position snatchers. And our mantra is... Do not be a douche. Don't be a douche. It is a bad look. We have agreed. We had a meeting about it. We discussed it. We passed it around the team, and we decided it is not a good look. Not a good look. Not a good look. Hey, we've got an article today. We've got a great article today from Jeremy Gottlieb and the good folks over at Ma's. Ma's article today. He says, helpful tips for doing search in a low-volume niche. That's the whole podcast freestyle. Probably make a little bit more sense now, don't we? Yeah. So, helpful tips for doing search in a low-volume niche. And so, I think this is great, because we come across clients all the

time who just don't have much search volume. Right. And so, we need to figure out ways to handle that. How you service them and give them great results. Exactly. So, we'll get into that in a minute. Absolutely. If you are in a position to, you have some sort of electronic device, we ask you to tweet now. What should they check? You should tweet us, right? Make sure you use the hashtag SEO podcast. This is number 366. Tag us in it. At eWebResults. At BestSEO Podcast. That way, we can follow you back. Do all of our social networking stuff. Excellent. Or at least the Twitter portion of our social networking stuff. If you have never listened to the podcast before, how are you? How are you? Yeah. How are you? My bad. Smack. Kick in the shin. All right. Treat them gently. It's your first time. If you've listened to this podcast before, you know the section that we're going to skip. Yeah. We are skipping that section today because the way this works, we run a little tiny contest. If we get 10 shikos. A shiko is an eWebResults branded term for social engagement. It stands for shares, likes, and follows. Shiko. If we get 10 of those and we get a review, then we skip the section where we tell you how to leave a review for us. We did get 10 and we did get a review. Actually, three reviews. So, we are, in fact, going to skip that section. We will, however, tell you how to shiko us. And there's all the platforms. You can find our profiles there. They start with facebook.com slash eWebResults. YouTube.com slash eWebResults. Twitter.com slash eWebResults. Instagram.com slash eWebResults. LinkedIn.com slash company slash eWebResults. All of those will take you to our profiles on those platforms and you can shiko us, please. If you're a PHP genius or a WordPress guru, we're probably looking for you. Go ahead and call and leave an audio resume, 713-510-7846. If you, sitting out there listening to this, would like a

free, comprehensive website profit analysis. Profit analysis. Profit analysis. Then go ahead and get to our website, eWebResults.com. Click the green button. If you don't know if you need a profit analysis, ask yourself these questions. Does your site make you money? Yeah. Just that one question. Start there. Has that one question? The next one does. Do you think it might be possible that your site could make you more money? If it's like maybe, then fill out that form. Click the green button. Fill out that form. Your answer isn't yes and then no. Then, yeah, you should be reaching out. Yeah. Absolutely. All right. So, we do not have any algorithm cataclysm. No algorithm cat today. So, I'm thinking that we should do, let's do reviews first. Okay. I feel like a review. I'm happy that I didn't have to put a tattoo on. The first review is from Daniel Martin. And it is, of course, five stars. And literally, the start of a review says, five stars. Literally, it says five stars. Five stars in high-pitched voice. Yeah. In the parentheses. Best info on SEO, WordPress builds, and plugins. Just entered the 1 to 365 club with Marathon Binge Listening. Wow. Punch in the face to you. That's awesome. Yeah. Dude, I did that with Scandal on Netflix. Yeah. Thank you, Daniel. That's awesome. Maybe one day I'll be able to take my extensively knowledgeable keyword research expertise and convert it into a... Extensively knowledgeable keyword research expertise. Yes. It was hard for me to read that first time. And convert it into a high-paying job at eWebResults. Hey, you may not be a PHP guru, but we still might be looking for you. Is he local? Where is he located? He doesn't say. Doesn't say. Let's see. So, I'll get to the first page of YouTube results. I'll get you to the first page of YouTube results if you can get me through next week's podcast. Don't be a douche, the green cabbie. Punch in the face to you. Punch in the face. Not entirely

sure what it all means. Yeah. Send us an email. Podcast at eWebResults.com. And we'll hit you back by punching the face for giving us a five-star review that says five-star in it. That's pretty cool. Next review is five-star. It's from Kenneth Calhoun. Punch in the face to him. I had a great conversation with him. And... It sounded like an awesome name. It sounded important. His entire review is... He made decisions for people. Yeah. His entire review is just the five-stars. He's too busy to actually leave a review. Oh, that's it. Just five-stars. That's it. Hey, he's right to the point. Our next one... That's Kenneth Calhoun. He's right to the point. Yeah, he has no time. My next one is... First off, punch in the face to Richard Bohm. He's with BreakCaliperSpecialist.uk. We've been having some great conversations. He's a business owner in the UK. He's doing Lean Six Sigma stuff. He's doing really cool stuff for his business. And some of the cool stuff he's doing is listening to our podcast and implementing it. And now he's trying to move out of that role a little bit. And I'm kind of trying to convince him to move out of that role a little bit. And his review was, of course, five-stars. It says, the title is Enjoyable Show and You Learned Something. And the text is... Learning and having fun. Yes. Text says, I thought I was great at SEO and that there wasn't much you could teach me that I didn't already know. If you're like me, then listen to this podcast and you'll find lots of knowledge gaps you thought you didn't have. It is all bite-sized stuff, I suppose, but kind of low-hanging fruit stuff, too. So if you have the chance to implement even a small portion of what you can learn on this show, then you can benefit from the effects of great SEO really quickly. He got it. Like, we purposely go after the low-hanging fruit, the bite-sized nuggets that you can absorb and walk away with an

action item versus hitting you with some whole bunch of advanced stuff that, frankly, you will just need help with. Yep. You know why we go after the low-hanging fruit? Because it tastes the same as the high-hanging fruit. That's part of it. It doesn't require a ladder. Yeah. Because the ladder is expensive. That's why. Exactly. The ladder is actually expensive. Punch in the face to you, Richard. I'm going to talk to him in a couple more weeks. Excited to be talking to him. We just have great, great conversations. The last one went way too... It was this morning. It went way too long from our schedule perspective and the right amount of time for all the brainstorming we did. You got news? Yeah. I'll do news first because yours is usually more related. So, the first news I have is four major firms pull millions of dollars in advertising out of YouTube. Out of Google, but out of YouTube, but out of Google. Yeah. Yeah. Out of Google. So, really what it was is their ads were showing next to videos of extremist videos. They're like, we're not really kosher with this. I saw that and I was explaining it to my wife because she was like, oh, I would pull my tools and I was like, well, hold on, sweetie. Understand that the way YouTube's algorithm works and Google, if those videos are showing next to those, that's because whoever's watching them has looked at those. You know what I'm saying? Maybe. And they're being fed recommended content based off of their previous browsing experience. And so ... So, you could be an extremist and Jordan lover and so ... Exactly. You should have Air Jordan ads on ... On the next extremist video. Yeah. That's just how it goes. And so, what that really means is the people who was complaining might need to check their browser history. Yeah. That's what I was looking at because, frankly, those firms who pulled out Verizon, AT&T, they could easily hire someone like us, even though I'm

pretty sure they have somebody on deck managing their paid ads to go check that box that says, don't display my ads here. You know what I'm saying? Like, it's that simple. Pulling out budget is a political move and meant to prove a point. Right. Because that's not the answer to their problem. So, yeah, I think ... In my opinion. Yeah. I think on YouTube, though, because this was specifically out of YouTube, you may not have ... There isn't an extremist category, right? So, you can not show your videos on whatever, on people interested in construction or whatever. So, I think that was part of the problem. And then, it's just another of this bad news kind of stuff, false news, and getting a handle on, okay, we've got to be able to categorize these and make sure some people aren't marketed that. Especially this, though, AT&T, Verizon, and those who pull it out. If said person who was interested in fake news and all of that stuff still needed cable, internet, and phone ... Would you sell it to them? Would you sell it to them? Yeah. And my guess is that said extremist, said racist person, whoever it is, all the money green, and you'd probably take ... And you'd take the green. Yeah. Yeah. I would agree with that. This is interesting. So, SoundCloud, that's actually one of the places where we host our podcast ... Put in the face of SoundCloud. ...secures $70 million line of credit. They weren't actually able to raise $100 million, so they did get $70 million. So, good. You'll be able to listen to us on SoundCloud for another week. Yeah. It's probably two weeks or something. I don't know. And then, there's one of the notes was ... Why do you need a $100 million line of credit? Well, they're not profitable yet. I know they're not. Right. And they have some massive server ... So, for hosting? Yeah. Server farms. You know, think about how much ... Got a $100 million hosting package. How much

data they're sending. I know. I upload gigs every week from the radio show. Yeah. So, I get it. We're uploading every week. Yeah. And we're just ... And it's just two of us. Yeah. So, I can imagine how many other people ... Yeah. It's not Google's ... What is Google right now? They're at like 300 hours of content every minute. Yeah. Crazy. And then, this last one, I just thought it was fun. They wanted to make sure to get the message out there in case you didn't know. The FBI does not call you up and ask you for money. Back to what you were just saying. I read this recently. YouTube is at 156 hours every minute. Oh. 156? Of YouTube video content. Uploaded. Right. Every minute. Oh, I have to ... Okay. I had heard a different number, but ... Somewhere between 150 and 300 hours per minute. Yeah. Yeah. And it won't take long to get to 300. Yeah. If it's not already at 300. Yeah. So, if the FBI does call you and in any way asks for money, then you should hang up. Yeah. Because it's probably not the FBI. And if said FBI person has an Indian accent, you should hang up faster. Yeah. All right. That is my news. So, my news, we were talking to YouTube earlier. So, YouTube is discontinuing annotations editor. Okay. Because they don't work on mobile. Well, I knew that. They don't work on mobile. And so, once mobile became kind of the primary device of use, annotations began to go down. As of May 2nd, you will no longer be able to add new YouTube annotations to your videos or edit existing annotations. All you'd be allowed to do is delete existing annotations. They plan on letting the ones that's there continue to run on desktop devices. Until you do. They won't show on mobile at all. Right. And so, I get ... But what they did was, you know, they rolled out this stuff called ... Cards. Cards. Cards. Cards. Cards. Cards.

Cards. Cards. Cards. Cards. Cards. Cards. Cards. Cards. Cards. But the number said ... They had 60-something percent increase in usage. Right. Meanwhile, annotations had a 70-percent decline in usage. Right. Cards. So, stop doing those and focus on these. Yeah. Makes sense. You were talking a hundred mil, who was that? A hundred mil. Who tried to get a hundred mil, but they only got 70? A SoundCloud. A SoundCloud. So, let's talk about Yext. Yext just filed their IPO. Right. Long-awaited $100 million IPO. Yext has been on a path toward an IPO for quite some time. On this past Monday, the company filed an S-1 form with the SEC seeking to raise $100 million. Good luck, Yext. Yeah. Hopefully that works out. Yeah. We'll see. Very cool. They got great marketing, great software package. The key thing is they filed their IPO with the phrase, it wasn't about management listing. They're going more after searching knowledge. But we just lost our, whoa, got logged out. So that was the potatoes, cool stuff about Yext. Now it's time to get into the meat. I want to give a punch in the face to my guy, Jeremy, and the good folks over at Moz. He posted this article, helpful tips for doing search in a low volume niche, right? How many of you guys are in businesses or in industries where there's just not much search volume, right? A whole bunch of competition when you search is a billion results, but not many people actually searching, right? This article is for you guys. Did he give some examples of like industries where that specifically applies? Well, he didn't. But what he did say is typically found in most. I'm going to get the number. There you go. He says, he did say it's typically found in most B2B businesses. Most B2C, they tend to have plenty of search volume, but most B2B stuff can struggle. So matter of fact, he starts off by saying, but what about those who work in 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. He said, this post is for you, that digital marketer who toils and struggles to drive search visibility where there is hardly any. He's absolutely right, man. We come across these issues frequently. I got one right now, and we'll see if we can apply it to the rest. So I've got a client, a prospect who called us. He actually seals decks right now. So probably good search volume. Seals wood decks. Wood decks, right? Okay. So probably good search volume for that, but he doesn't like doing it, doesn't want to do it, and he wants to do something in his niche he's defined for himself is stairwell refurbishment. So you've got your staircase or stairwell, and it's got wrought iron, and you want wood, or it's got wood, and you've got wrought iron, and it's one tile, or whatever it is. Whatever it is. And so I don't know. I didn't even do search volume. I think he's already done search volume. He's like, there's no search volume. This is a total education. Unfortunately, he's looking for the same person who wants to redo their floors. Yep. Yep. And that's who he's looking for. So, okay. So he's going to educate the audience about, hey, you could get your bed. You don't have to redo your whole floors or everything. Why don't you just redo your staircase? Because often that's a centerpiece of that. Anyway. Interesting. Interesting concept. So, but yeah, and then the challenge is without search volume, how do you still get those results, right? And so that's what Jeremy was trying to address in this article. He had a few tips. There's actually three of them. His first one is SEO, right? We're talking about sites that, why would SEO be a tip when we're talking about a situation where there's low search volume? That's because he understands and we understand. I'm hoping you guys understand that SEO is necessary

regardless of how, what type of search volume you have. When and if people do search need to be found. Absolutely. And that's just what it is. And so he goes on to say, in order to reach greater heights via SEO, you need to make sure the foundation of your building is in order. And what I mean by foundation is the technical structure of your site. So he's kind of comparing the site to a building. And he's absolutely right. Before you can really start doing SEO, right, like building this building and getting your walls up and doing the framing and putting your roof on and all of that kind of stuff, you need to make sure that your foundation is good, that your foundation is the right thickness, that it has this level, that your plumbing is already set up. That kind of foundational level of work is what he's referring to in regards to those industries that have low searches. He says you need to do that. He says, is your link profile clean? Does your site have a strong internal linkage? He says, does the site appear trustworthy and informative? And he's absolutely right. Like these are things that you need to have in place on your site, right? The right linking profile. You got all your consistent NAP information. You're cross-linking your main pages to your blog, to the related blog posts with keyword text and kind of non-keyword text, a good combination of both. Are you doing all of those things? He says, targeting some transactional queries, right? You're still talking SEO in regards to those queries. He says, since it's low search, you really need to go after searches that have a higher likelihood of becoming a transaction. He says, so go after those transactional queries. He says, establish which queries are most vital to the organization, right? So, which ones generate the most traffic, which ones lead to the most conversions, right? Which ones help explain, which ones guide people down the next path they need to be taken. Those

are the types of queries and keywords that you really, you want to be optimizing for. He also says, target your higher funnel queries, right? So, some of those are transactional, but then he says, since it's low search volume, target the ones that's not that related, but semi-related, because they have a lot more search volume, and they get people into your funnel. The challenge with those is that it's just difficult to rank for them. Well, it's going to be difficult to even get to the page one, so you can experience a conversion rate, but that's the type of content you need to have there. The second tip, in regards to helpful tips for doing search in a low-volume niche environment, number one was make sure you're doing SEO. Number two is make sure you're doing page search, right? Because at the end of the day, there's low search volume. And if you haven't completed your SEO yet, then you probably couldn't be found even if they did search for you. And so, you complement that with page search. He goes on to say, using page search for Google or Bing AdWords in conjunction with an organization's SEO efforts will assist the company's bottom line. He's absolutely right. But dig this. The main tip is bid on your money keywords, right? Because since there's low search volume, since there's not many people looking, you need to be putting your budget in the places that's going to generate the best possible result. Absolutely. And that's your money phrases. I'll say this. Use PPC to support your messaging, right? So maybe you do rank, right? But maybe your ranking and your description, or for whatever reason, you don't want to change it. So, hey, Bannister, redo your staircase, improve your home, look and feel, and maybe you don't have that. Maybe Google's actually driving the description that's ending up in the SERP so you can actually control that. Exactly. Or maybe in the case of what we've been kind of debating internally a lot about doing paid ads when

you already rank well. In the case of stair guy, maybe he ranks for flooring or some hardwood flooring or something like that organically. Then I'd probably do a paid ad that said, only do your stairs or something like that so we could control the messaging. They could see duplicate listings, kind of increase our strength, increase our credibility, and we can control what they actually see and believe. Yeah. But the point is, take advantage of pay-per-click when you're in those situations that have low search volume because that's another opportunity for you to be available. He said, matter of fact, why you're taking not only bid on your money keywords, but take advantage of the RLSA. That's your remarketing list for a search ad. So, anybody who's hit your website, make sure you have your remarketing set up is what he's saying. And I'm going to say, he didn't say that here, but I'm going to say it, make sure you do that on Google and Facebook. Like, take advantage of remarketing and retargeting in both locations because when there's low search volume, you need to put your website in a position to be in front of those same people who may not be searching but still may be relevant to what you offer. Absolutely. Last one, number three. Number three. We're talking about helpful tips for doing search in a low-volume niche. His first one was SEO. Second one was do PPC. His third one is CRO. Stands for conversion rate optimization. We kind of coined it as CVO. Chief results officer. Yeah. Conversion rate officer. Chief results officer. We call it CVO. Right. Search engine visitor optimization. Right. Same concept. And the concept is basically once that visitor gets there, what do they do after that? Make sure you do something. And how do you make them do that? Now, he goes on to say, it's not uncommon for organizations operating in a low search volume niche to have a fairly long sales cycle. The end game of what we're trying to accomplish here is

drive people from an informational mindset to a transactional mindset. He brought up a point that I hadn't thought of that is truly, truly accurate. Usually in cases where there is low search volume, it's because it's a very lengthy process that you're dealing with. And so if you're in that situation, then you need to, in regards to your conversion rate, first thing is to understand that you're probably not going to get a one visit conversion, right? It's just not going to happen. And so if you understand that your people need to be educated first, then you create your process on your site. You create your funnel to complement that, that guides them down that process. Maybe instead of a contact, they get a free white paper that begins to educate them. That leads them to a newsletter that they may receive three or four times before they finally get a phone call where you can kind of go in for the close. Yeah. Or whatever, whatever your sales funnel looks like. Make sure that that's, that's, that's deeply embedded in your site for the sake of conversions. Right. Because if your site doesn't complement the sales process and the sales funnel, then when people do convert, they won't, you won't know how to handle them. They won't understand where they're at and they won't get the best value. Well, how do you do that? I added this on here. And I said this because we talk about it frequently. Dude, your call to actions, your credibility builders, your USPs, all of those things, all of these elements you have on your site should in some shape, form, or fashion speak to your sales process. And then guide people through your sales process from your site. Right. So that way, whenever they convert, whether it was a newsletter subscription or a white paper download or contact form submission or whatever it was, at least you understand where they're at and what the next step for them is. Take advantage of understanding what your sales process is. And

lastly, test and measure. When you're talking about conversion rate optimization, you want to make sure that you're testing and measuring constantly. Like you got to be willing to tweak and make adjustments whenever it's necessary. And you can only do that if you're testing and measuring, if you're looking at the conversion, if you're looking at clicks, and if you're seeing what's working and what's not working. Good rule of thumb is every 30 views. Yeah. You get people to that page 30 times and they don't take the action you want, make an adjustment. You just probably need to make an adjustment. A button color, an ad text change, an image change, maybe a button placement change. So he's right. And if you want to couple that, I would say with some additional data, like some heat maps or some click maps and things like that. So when you do make a change, it's not random. It actually has some logic supporting it. Absolutely. I'll close out with this. This is his last thing. He says, he says, when an organization cannot bank on large enough search volume in its particular niche to provide a necessary runway for growth, it needs to think creatively about how to best harmonize organic and paid search channels. He's right. And we said it. We said it before. We said it again. If your search volume is low, and you know your search volume is low, then be prepared to invest in resources in other areas. You're going to have to find that traffic from some other places. Yeah. Paid search is a great place. Social media. You've got to convert traffic. It's the reality. The reality. That's why his third one was conversions, because it's about taking advantage of the little traffic you do get. And when I say convert traffic, I mean, conversion, obviously, right? That makes perfect sense. I'm talking about you've got to be marketing in places where your target audience is. Oh, convert them from where they're at to a site visit. Right. So, in the banister

case, they're looking at how do I do it myself floor, and then you've got to add there saying, you know, don't redo your house. Just redo your banister, right? And so, boom, you're getting them converted into, so you've got to educate them. That's the challenge with this typically. And then, also, I think on these lower search volumes, just be willing to, you know it's going to be a longer sales cycle. You probably already know it's a longer sales cycle, so maybe you need a softer initial capture. Softer lead capture, a tripwire, come up with a free download, come up with a store visit, come up with, you know, something that's not as aggressive and intimidating to commit to up front. Exactly, it's a longer sales process. Maybe it's just committing to the next meeting, even, you know, but you need a softer lead capture for sure. So, punch in the face to you, Jeremy, great article, man. Helpful tips for doing search in a low-volume niche. Great article, we'll get this posted. Really good stuff. All right, do we have any what news? I feel like there's enough stuff that's gone on, but. Yeah, probably I started to do something political, but we'll let that pass. All right. So, if you like this podcast, we're going to ask you to do one thing. That's three tasks, right? So, three things. And that is to share this podcast with three people. Just share it with business owners. Share it with people who are in the industry. Same type of content. You're a circle of people who you know who could benefit from learning about, you know, what to do in a low-search-volume type industry. Yeah, share the podcast with them. Tag us in it. Tag them in it on Facebook, Twitter, or your favorite platform. Absolutely. And if you're looking to grow. So, if you're looking to grow your business with the largest, simplest marketing tool on the planet. The internet. Call eWebResults for increased revenue in your business. We have a program that is called

Instant Leads. Leads, leads, leads, leads. Guaranteed. T, T, T, T. This is where we focus on pay-per-click traffic, and that's landing, PPC, right? Landing on a highly optimized landing page so that it converts. Because literally, if the ad talked about something, and it landed on a page that talked about something. Like, I was through saying. And banisters could even be more specific, like, you know, 30% off on your banister redesign or whatever. And it lands, and they click it, then they're interested in a 30% off banister, and then they land on a page that says that. You really should have, I mean, typical PPC rates conversions are, you know, low 2%, 3%. Yeah, somewhere between 2 and 10 is where your target is. We can get better than that because of the targeting ads. So, reach out to us for that, 713-592-6724, or just go to our website and fill out that form. If you're networking in Houston, if you're a business that is in Houston, you should be networking in Houston, go to upsocialnetwork.com. I'll keep that nice and short this time. Please remember, we are filmed live here at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. If you want a video, transcript, or audio of this podcast, just go to our website, eWebResults.com. David is doing a phenomenal job of making sure all the content's out there in the right spot. Content, tips, transcriptions, audio, video, all of the above is all there. And we just want to thank you guys. You guys have made us the most popular internet marketing podcast on iTunes in the known universe. Thank you very much. Appreciate it. Yes. Until the next podcast, my name's Chris Burris. Charles Lewis. Bye-bye for now. Balance check, balance check, 366. Yo, SEO Podcast 366. Thank you for tuning in. You don't want to miss. Yeah, we got tips, low volume, niche. Chuck and Chris said it's time for us to get lit. Let's go. SEO Podcast 366. Subscribe and follow. SEO Podcast 366. SEO Podcast 366. SEO Podcast

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