Insider Secret To Search Marketing

October 20, 2011 by  Filed under: Search 

When I’m coaching a client one-on-one, I typically recommend that they choose a market based on their personal interest or knowledge. I will recommend the same to you. This is because you need to know the language and the nuances of your market.

While anyone can discover market basics, such as brand names and model names of products, it takes time and study to understand the nuances of a market. A deep understanding of a market can make the difference between search engine success and failure. That’s why going into markets you know – or ones you are willing to study – is so important.

As an example, I decided to turn a hobby of mine into a business. I love clean, shiny cars, and I know many other men do, as well. Being familiar with the ins and outs of car detailing, I know that members of the car detailing products market will be interested in a wide range of chemicals, tools and accessories, including:

  • Microfiber Towels
  • Interior Cleaners and Conditioners
  • Paint Polishes
  • Waxes and Paint Sealants
  • Tire and Wheel Cleaners and Dressings
  • Electric Car Polishers and Buffing Pads

Each of the bullets above can be thought of as a micro niche market that will be of interest to do-it-yourself car enthusiasts and car detailing professionals.

As a casual observer you can go to and look through their car care area and find categories like these. They are laid out for general shopping across a broad audience. The categories are not designed for members of a car detailing market community.

Research Niche Keywords

To successfully compete in a market you must understand the language used by the market. In the Internet marketing vernacular, the market language is expressed in keywords and keyword phrases.

Continuing with the car detailing market, let’s examine microfiber towels. When you search for “microfiber towels” on Google you a get huge number of pages. The reason for this is that microfiber towels are use in the kitchen, bath, garage and cleaning industries. For this reason, the keyword phrase “microfiber towels” is too broad and we need to narrow our focus.

One way to narrow the focus in your research is to add an additional word or two to the search phrase. For example: “microfiber detailing towels”. This search phrase is more on target with the market being researched and results in pages related to the niche. However, it’s still too broad because it does not target a specific solution. This is where knowledge of a market is critical to success. You need to know something about the problems people are trying to solve.

For instance, people washing, polishing and waxing cars don’t simply search for microfiber towels, they are looking for point solutions, like:

  • Microfiber drying towels
  • Microfiber cleaning towels or cloths
  • Microfiber buffing towels

Even within a point solution, there will be terms and phrases for different types of cloths. For example, a common type of microfiber drying towel is the “waffle weave towel”, so named for the pattern in the weave of the cloth itself. This type of micro niche product information can only be learned through intimate knowledge of the subject or through diligent research.

David Bynon is an independent consultant with Site Propeller, an online marketing company specializing in best SEO software tools for keyword and micro niche discovery.

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