Niche SEO Strategy

Why a Niche SEO Strategy for Your Website is the Key to Your Online Success?

Focusing on specific markets improves your website's ranking and lead generation.

This strategy is key regardless of the platform where you have created your company's website (WIX Studio, WIX Editor, Wordpress, etc.)

What is a Niche SEO Strategy for a Website?

This strategy is especially useful for SMEs and involves optimizing your website to target specific niches.

Optimization isn't just about keywords and key phrases, but also about your site's content, internal links, and even your social media content.

This helps you improve your website's visibility in search engines and attract the audience you need (the right traffic) to generate more leads.

How does a Niche SEO Strategy work?

One of the aspects that is repeated over and over again when I audit websites (whether from WIX or other platforms) is that most do not have SEO done or it is poorly done (excuse the redundancy), poorly focused, and very general.

This means that these websites have no chance of ranking organically, and even less so now with generative searches.

If you're an SMB with limited marketing and ad resources, you're probably constantly wondering what you can do to gain relevance, improve your Google rankings, and reach your audience (potential customers).

Competing and gaining traffic with keywords dominated by established companies or startups with a lot of cash is a losing race.

Thinking about beating these companies is like trying to beat Messi for a ball as an amateur in a soccer match or winning a set against the Josemaría-Sanchez duo in padel.

Let's be realistic. The Niche Strategy will help you achieve this.

5 Key Points in a Niche SEO Strategy

1. Niche Definition

2. Key Phrases (instead of Keywords)

3. Selecting Niche Key Phrases

4. How you communicate it online on your website and social media

5. How do you communicate it to search engine robots?

6. Create Content related to your Niche

This strategy is based on the premise that you must communicate how you help (your potential client) solve (their problem) with (your proposal) throughout the web and beyond: Your Website, the downloadable Brochure, your social networks, when you talk to the potential client, when you are at a social gathering and they ask you, What do you do?

Let's look at those 5 key points in detail:

1. Niche Definition

The first thing you have to do is define your Niche and the second, define the niches adjacent to the main one.

What does this mean about adjacent niches?

Look what happens with searches for professional services and we put in the word “accountant” .

Here in Chile, it refers to a professional who performs accounting tasks in companies or provides accounting services.

When you search for that keyword, Google suggests many paths to take, most of which have nothing to do with accounting services, as in this case.

Ejemplo de búsqueda de un servicio profesional en google

But look at what happens with other types of searches, in this case not for a professional service but for a type of business.

When you search for the word "pastelería" (here in Chile, a pastry shop is a place that sells sweet cakes, etc., and in Argentina, it would be the equivalent of "confectionery"), Google shows you this:

Sugerencias de Google en la búsqueda de un tipo de comercio

In this case, Google and Google Maps georeferencing come into play.

Google interprets that you are looking for a bakery near you (that's why it's so important to set up your Google My Business profile correctly).

What do we do in these cases, in professional services and in commerce? How can we define the niche?

Let's take the example of accountants.

You are an accounting firm, and on your website, in your brochure, on social media, you do everything (all accounting services).

In most of the websites we have created, the client comes with the profession and in some cases they have defined who these services are aimed at, for example in this case it could be SMEs (to whom the service offer is aimed)

So they come up with "Accountant for SMEs" or "Accounting Services for SMEs," but it's still very general. The universe of professionals and companies that provide these services is vast, and the likelihood of a new website ranking for these keywords is very low, and the cost of ads is very high.

We then move on to step 2:

2. Selecting Niche Key Phrases

We must look for phrases adjacent to the main niche.

How to search for phrases adjacent to the main niche?

1. Go to Google.

2. Write your main keyword.

3. Write down all autocomplete results.

4. For each suggestion Google gives you, add each letter of the alphabet:

   • "Accountant for SMEs"

   • "SME Specialist Accountant"

In 10 minutes, you'll have tons of keywords that people are REALLY searching for, many with minimal competition .

For example, for an accountant search whose niche is SMEs, your main niche is "Accountant" or "Accounting Services."

When you search, Google gives you some ideas about what people are actually searching for:

Sugerencia de Google para búsquedas de servicios profesionales

And if you add the word "for", Google shows you the adjacent niches or subniches:

Sugerencia de Google para búsquedas de servicios profesionales

The same thing happens with the word "accountant":

Instead of trying to rank for general keywords like "accountant for small businesses" that have high competition , you could focus on key phrases like:

• "Accountant for SMEs that export"

• "Accountant for SMEs that export in Chile"

• "Accountant for agricultural SMEs that export"

You can also add the word specialist or expert to further strengthen the niche.

Sugerencia de Google para búsquedas de servicios profesionales

The same exercise can be done with the word "Pastry".

The goal is to look for phrases that have less competition and target a more specific audience that is likely to start following you.

If you focus your keywords, website content, and social media content on that niche, I assure you that you'll soon start receiving leads from that particular niche.

Not just any traffic. Traffic that works for you. It's no good getting 100 visitors a day if only 5 are useful. (I've seen this on some sites.)

Traffic for traffic's sake is useless. It doesn't make you money. Be careful with generalized ads, too, as they don't bring much value to small businesses compared to the associated cost.

3. How you communicate it online on your website and social media

Let's talk about your website first.

Your website should be your engine of growth , not something your company created at some point and just sitting there gathering digital cobwebs.

You have to leverage your business or company with your website.

I ask you, would you have a neglected street-side business, with outdated, incomplete display cases, amateurish graphics and designs, and outdated products that your potential customer would never enter?

This is how a large number of websites look today.

On your website, you have 3 seconds to convince a lead or potential customer that what you offer is worth it.

If you don't convince him, he'll leave.

Now go to your website's homepage. And look at it objectively, as if you were a potential customer visiting for the first time:

• Is it visually appealing?

• Do you have a clear message about how you solve problems for your potential client?

• Does it look good on a phone, tablet, and the various screens on a laptop or PC?

• Is it clear what your client needs to do if they want to "buy" the services or products you offer?

• Is the navigation clear or very confusing?

• How does your website compare to your 3 direct competitors?

Your site should speak to the potential customer in your niche.

You must clearly communicate how you solve the problem(s) he or she has and what action (CTA - Call to Action) to take on your site to begin solving them.

Leave aside the generalities that contribute nothing.

Those key phrases we discussed in point 2 should be embedded into your website and social media.

4. Communicate what you do to robots and AI

   
   

   How do you communicate this to search engine robots and LLMs like ChatGPT so your customers can find you in their searches or your content can be displayed?

You should do your site's SEO based on adjacent keywords, not general ones.

In the case of the Accountant for SMEs, which phrases would you choose:

• "Accountant for SMEs that export"

• Accounting for SMEs that export in Chile

• "Accountant for agricultural SMEs that export"

• Accountant specializing in SMEs and agriculture in Chile

• Chilean SME Income Tax Return

If you own a website created in WIX Studio or the WIX Editor, the SEO Wizard tool that the platform provides is super user-friendly and its initial configuration is designed to be easy to handle by the owner of a website without technical knowledge (not so the advanced one that requires technical SEO knowledge).

This tool is based on defining the 5 key phrases that represent your business.

And therein lies the problem.

Most of the sites I've audited have general keywords like Accountant, Balance Sheets, Taxes, etc.

And what's the deal? By using the SEO tool with such general keywords, you'll achieve very little reach.

Tools like Google Keyword Planner , Ubersuggest, or SE Ranking can help you identify keywords with lower competition and higher purchasing intent.

5. Create content related to your Niche .

Your site should be a “resource” tool for your customers.

Your customer should find guides, help, apps, and news that are useful or educational.

For example, on a finance site you might have a currency converter.

And with AI, you're more likely to position yourself with detailed, practical guides that LLMs can replicate.

In the case of your blog articles, you have to convert them into videos and podcasts for your audience.

If you have old content, you should reword and republish it.

Don't forget to tell Google that the new article is the one it should index and prioritize over the old one (canonization) to avoid duplicate content.

Your content should answer your potential customers' questions: "How…?" or "Why…?"

You can help yourself with LLMs like ChatGPT or Perplexity or Grok, but only as a guide, otherwise Google detects that it is just AI without human input.

And that's not going to help you build authority and improve your visibility.

We cover these points in detail in my programs Reinventate Online Profesionales and Reinventate Online Empresas .

If you want to take your website to the next level and apply niche strategies to your business, schedule a brief meeting here.