Having keywords to focus on is essential to SEO, providing the basis for how users will find your service. These terms are defined by your business’s offering and the content on your site. But what do you do if your service has no search demand?
While many companies will have a selection of relevant short and long-tail keywords that apply to their offering, for a number of businesses their product or service might be a new solution that addresses a pain point individuals didn’t even realise there was an answer for.
For those companies where a product or service is new, this often means that there is little to no search volume around the closest term a business might use to define their service. Because of this, it can be difficult to know where to start when it comes to SEO. However, all is not lost – to help with this common issue, here are a handful of ways you can get started with SEO when no one is searching for your service.
Create content for your ideal audience
While your product may not have direct search volume, there will certainly be other keywords around your sector that will help you reach your target audience. To identify suitable keywords you’ll really need to get in the mind of your customer – think about what sites they visit, what search queries they enter regularly, as well as demographics and psychographics. Once you’ve established relevant higher volume search terms you can focus on creating content around these topics to help bring new customers to your site. This will help you expand your potential reach, as well as allowing you to generate relevant blog ideas for your content marketing strategy.
For example, if you were an online education business, it would make sense to create content around things like ‘Top 20 Free Educational Games’ or ‘10 Useful Powerpoint Templates’. Consider the needs of your ideal customer and provide valuable content to help them address these needs. Rather than marketing to an audience that has an expressed a specific interest in your product, this opens up your prospective client base to help build awareness of your product. After all, people can’t be interested in your product unless they’ve heard of it.
Compare your product to its existing equivalent
While certain products might not have their own search volume yet, they can instead be marketed as a substitute or alternative to an existing solution. By comparing your product to its equivalent, you are then able to rank alongside the product that you’re looking to replace. Your product by no means has to be an exact match for its counterpart, with this type of content merely allowing you to raise awareness of your new solution through harnessing the search volume around its existing alternative.
Equally, while many products won’t have the right features to constitute as a substitute for an existing search query, these search terms still present an opportunity to compare your new product against its closest equivalent. Through comparing your product or service to its nearest counterpart you can then highlight the benefits of your own offering while taking advantage of these more popular search queries. In short, targeting keywords that are relevant for a substitute term or compares your product against another presents a valuable stream for potentially relevant traffic.
Establish your brand
The ideal situation is to create search volume around your brand and have people searching for that specifically, much like how someone might search for a ‘tangle teezer’ rather than ‘hairbrush’. This means customers coming directly to you for a solution, eliminating any opportunity for a competitor to cut into your market share. Building brand awareness is one of the best ways to boost exposure of a new product, for example through promotional deals with other sites and sponsored partnerships. Things such as this will ensure that you’re getting seen in the types of places that your prospective clients will be looking and help to create demand in the minds of consumers.
Although this method is generally less targeted than audience marketing it is nonetheless a valuable tool in raising awareness of a particular product, with the ultimate goal being to create search volume around your own brand.
It’s no overstatement to say that without keywords SEO cannot exist. Search terms provide the foundation for how users will find your website and services. Yet, for companies with new solutions that have little to no search volume, there is still plenty of opportunity to leverage SEO to drive traffic and brand awareness.
Even once you’ve decided on your target keywords, SEO can be challenging at the best of times. If you’re in need of some help honing in on your target keywords and optimising your site to rank for high volume search terms, get in touch with us today.