Specialization SEO Strategy
There are two options open to someone who has recognized the problem . Either find a way to jump in front of , or shut up and get flattened by it .
1 . Getting Ahead Of The SEO Pack
If your business model relies on large data aggregators desire - and I hope you realize it's really , really should not if at all humanly possible - then , you need to get a few steps in front of it , or out of the track .
You have to make something interesting , giving utilities , and provide a good user experience . Basic piece design makes your approach . Thus , you will get people coming back to your site . Too much focus on isolated SEO tactics , such as link building , can cause a loss of focus on the bigger picture .
In the emerging environment , the big picture most mean " avoiding the siren was destroyed by the server " , although that characterization of me , and not likely Cutts ' ! Remember , creating quality , relevant content that does not prevent people from stepping on by Panda and Penguin . All you are doing link building today will not help you when the search engines to make substantial changes to the way they calculate and link value .
2 . Are You A Helicopter Fly ?
Johnon articulately causing part of the problem :
Fast forward and we all spend our days fly - thing ( computer ) . But we do any heavy lifting ? Do we get the job done , save the day , allowing the team ? Or are we just " fly around " as one of the helicopters indoor toy , Putzing around the room to avoid the lights and monitor colleagues ' until we run out of battery power and fell to the floor ? And we call it work . " ... More than ever , we have a way to keep " busy " with SEO . Lama stand - bye " keyword research " and " competitive analysis " and " SERP analysis " can keep us busy day in and day out . With trillions link in place on the world wide web , we can analyze the relationship for weeks if left alone to our cockpits . and I think every one of your SEO out there can rationalize and justify the effort and expense ( and many of you do that type of institution .. for life ) . helicopter is now cheap , fast , and mobile . fuel is cheap too , but it turns out there are two types of fuel for helicopters SEO . need to fly the machine type ( basic software and electrical ) , and the type we need to actually do any work with it ( sets of data seo , seo tools , and information are accurate and effective ) . latter fuel is not cheap at all . and it has been getting more and more expensive . Knowing how to fly one of these things not much use anymore . Knowing how to get the job done is
Many SEO work included in this category .
There are a lot of busy - ness . Many people do things that seem to make a difference . Some people spend an entire day appear to make a difference . Then they appear to make a difference tomorrow .
But the question must always be asked " whether they accomplish anything in terms of business ? "
No matter if we call it SEO , marketing entry , social media marketing , or whatever the new name for the next week , it is the result of the count . Is this activity to develop the business and position it well for the future ?
If an activity that is not getting results , then it's a waste of time . In fact , it was worse than a waste of time . This presents an opportunity cost . People could be doing something productive . They can help solve real problems . They could have built something lasting . All buildings linking , content creation , keyword research and tweet with the sole purpose of manipulating search engines to generate higher rankings will not mean much if the search engine algorithms shift them significantly .
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To avoid destroyed by a search engine , you can take one of two paths .
You can spread the risk . Reverse - engineer the algorithm shift , with some sites , and hope to keep in front of them like it . Being a gang mole - in fact , " labor " mole , in proppa Enlush - they can not whack . Or , at least , a labor of moles they can not hit all at the same time ! This is war and the most suitable approach for friction aggressive , pure -play search marketing where disposable domains .
However , if you 're building a web presence to survive , and the aggressive tactics do not fit your model , then the SEO , or inbound , or whatever it is called next week , should only ever be one tactic in a broader business strategy . To rely on SEO means vulnerable to whims of search engines , provider where you have no control . When marketing tactics will be reduced , or no longer work , it pays to have a model that allows you to shrug as an inconvenience , not a catastrophe .
The key is to encourage long-lasting and valuable relationship , as opposed to providing information that can be commodified .
There are several ways to accomplish this , but one good way is to offer something unique , as opposed to being one among many providers are very similar providers . In addition to SEO is very basic , the value proposition of SEO is to rank higher than similar competitors , and thus gain more visibility . This value proposition depends on the supplier in which we have no control . Another way of looking at it is to reduce the competition for not focusing on specialization .
Specialized , Not Generalization
Specialization involves working in a single , narrowly defined niche . It is sustainable because it involves maintaining a superior , a unique position relative to competitors .
Specialization is a great strategy for the web , because the web has made the global market . Doing something very niche can be done on a scale with expanding global markets , a strategy that can be difficult to achieve at the local market level . Previously , generalists can prosper by geographical boundaries . Department stores , for example . These days , the department store chain owned by big need , and enjoy significant economies of scale , in order to achieve prosperity .
Specialization is also defensive . The more specific you are , they tend to be large data aggregators would be interested to fuck you . Market niche is too small for them to bother . If your niche is defined too broadly , such as travel , or education , or photography , for example , you may face the threat of large aggregates , but this can be overcome , in part , by design , that we will see over the coming week .
If you do not have a high degree of specialization , and business beat you just rely on a business similar to doing more / better SEO , then you are vulnerable to traffic upstream providers - search engines . By solving niche problems in a unique way , you change the equation of supply / demand . Number of suppliers competing to be " one " or " some " . If you build enough demand for your unique services , then the search engines have to show , if they are visible deficiencies .
Of course , it is difficult to find a unique niche . If profitable , then you can be sure you will soon have competition . However , consideration of many large companies started out as a niche offering . Dell , for example . They are unique because they sell cheap PC , built from components , and made to order . Dell started in campus dorm rooms .
What is the alternative ? Entering a crowded market bandwagon victim ? Many SEO falls into this category and can be flawed approach in terms of the underlying business strategy if it is not positioned correctly . When the search engine algorithms have shifted them in the past , many of these businesses have gone up in smoke as a direct result because the only thing that distinguishes them is their SERP position .
By taking a step back , with a focus on relationships and specific , unique value proposition , businesses can avoid this problem .
Advantages Of Specialization
Specialization makes it easier to learn and deeply understand customer needs . The data you collect will thus be the data of the data aggregator will have trouble getting , as nuanced and specific . This tends to be a part of the pattern of the data is easily identified , so that the information is less likely commodified . It also helps build long lasting relationships .
Once you start refined market segmentation , especially new markets and up , you will get a unique insight and acquire unique data . You get a high degree of focus. Check out the " Business Lessons From Pumpkin Hacker " . You might be able to do many different things , and many opportunities will arise that fall slightly outside of your specialty , but there are considerable benefits to ignore them and focus on growing one , a significant opportunity .
respin
Are you having trouble competing other consultants ? Consider respinning so you serve a particular niche . To specialize , SEO may build a site all about dentistry and then offer leads and advertising for dentists , dental suppliers , dental school , and so on . The site will be built a lot of unique data and followed up on this niche traffic . They can then use this platform as a springboard to offer SEO services for pre - qualified dentists in many areas , considering that dentistry is an activity depending on the location , and therefore it is easy for SEO to get around potential conflicts of interest . By specializing in this way , SEO is likely to understand their customers better than the generalist . By understanding customers better , and get a track record with certain types of customers , providing SEO advantage in competing with other SEO company SEO work for dentists . If you are a dentist who would like SEO services , who stands out the field ? The generalist agency SEO , or SEO which specializes in web marketing for dentists ?
Similarly , you can be a generalist web developer , or you can be a person who specializes in payment gateway for mobile . Instead of being a web designer , how to be a person who specializes in theme for Oxwall ? And so on . Think of ways you can re- spun common thing that you are doing a specific thing that there is a demand , but little supply .
One way to get a feel for the area to specialize in is to use Adwords as a research tool . For example , " oxwall theme " virtually no competition Adwords and approximately 1,300 searches per month . Say 10 % of the number who are willing to pay for a theme . That's 130 potential customers . Say a specialist designer to convert 10 % of them , the 13 projects per month . Say the numbers is only half true . It was still 6-7 projects per month .
After deciding to specialize in clear , narrow market segments , and has a good product or service knowledge and a clear focus , you will be much more likely to be able to see the point of pain that comes from your customers . Having this information will help you stand out from the crowd . Your pitches , a copy of your website , and the identification of problems and solutions will make it more difficult for the more generalist competitors to sound like they do not know what they are talking about . This is the unique selling proposition ( USP ) , of course . This is based on the idea of quality . Reputation then spread . Difficult for the server to insert itself in between the sirens of mouth obtained a good reputation .
Differentiation is the goal of all businesses , no matter what size . So , if one of the problems you 're too dependent on search results , take a step back and determine if your offer is special enough . If you are offering the same thing as your competitors , then you are very vulnerable to changes in the algorithm . Difficult to " had " generalist keyword terms , and a weak strategic position if the entire success of your business depends on doing so.
Specialization lower the cost of doing business . An obvious example can be seen in PPC / SEO . If you are targeting a general term , it can be costly to maintain positions . In some cases , it is simply impossible unless you are a major player . If you specialize , you can narrow marketing focus , which means lower your marketing costs . You also benefit the supply side , because you do not need to source a variety of goods , or hire a lot of people with different skillsets , as generalists should be done .
Once you give a clear and unique value , you can justify a higher price . It's hard for buyers to make a direct comparison , because , if you have a high level of specialization , there must be some available to them . If you give a lot more value , you deserve to get paid for it . Less direct competition you have, the less sensitive your offer price . If you offer the same price as other offerings , and the only advantage you are SERP position , then it's vulnerable business positioning strategy .
If you properly implement the strategy of specialization , you tend to become more lean and agile . You may be able to compete with larger competitors because you can react more quickly than they could be . Chances are , your processes leaner because they are directed to do one specific thing . Small , specialized businesses are unlikely to have a chain of command and management structures that can slow decision making down in the organization who has a broader focus .
Special effort is likely to be more productive than their generalist counterparts as detailed knowledge of the processes and markets narrow range means they can produce more with less . The more you cover the basics, the more organizational aspects come into play , and the slow process of becoming .
in Summary
There are benefits to being a generalist , of course , but , if you are a small operator and find yourself very vulnerable to the desire of the search engines , then it may pay to take a step back , tighten your focus , and try to dominate the niche specialist again . The more common you go , the more you are likely to face competition . The more competition you have encountered in the SERPs , the harder you have to fight , and you are more susceptible to large data aggregator . Highly specialized much more likely to fly under the radar , and are less susceptible to bias - major brand in major verticals . The key to not be too dependent on search engines is to develop lasting relationships , and specialization based on a strong , unique value proposition is one way to do it .
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