How to Do SEO for Sites and Products with No Search Demand
In the realm of search marketing, it is daunting to have a product, or brand or website that has little or no search volume. This is relatively uncommon but in various sectors including nonprofits and startups, the arts and in niche hobbies, there can some instances when what is being produced is not yet something people are inquiring about on the search engines. This can present a huge SEO challenge.
An idea to build and market metal whiteboards using SEO could be challenging...
Whenever a marketing idea proves challenging, there are other ways to get organic traffic such as blogging, public relations, social media, email and content marketing. As well, there are various SEO techniques that can be applied and prove successful.
Numerous websites, brands or products may not necessarily have direct search volume but they can be marketed similar to an existing brand. Targeting specific keywords that match the substitute can present an effective stream of potentially relevant search traffic. These articles, sales pages or blog posts then rank alongside the existing product that the new product is hoping to replace. Although, they may not be a 1 to 1 match, this substitution technique could attract awareness and attention of the new product in the marketplace.
The Comparison
Many new brands and products will not have similar enough properties to truly substitute for an existing search query. In most cases, they will be comparable to something queried and familiar. A local Seattle company Gist.com provides a similar technique. They provide a plug-in for Outlook and Gmail to show social information about an email contact. This is extremely useful for sales people in particular. Even though this site is not a substitute for something like Salesforce or contact management software, they can compare their offerings to these high demand queries.
Attract the Audience, Not the Query
Demographic advertising is an option to reach traffic when other direct paths are stymied. Demographic ads seek to reach an audience target that is defined by their gender, income, age, personal traits etc. SEO can accomplish a similar task with some careful preparation and planning. Learning as much as possible about the target audience is the first step. Finding out what kinds of queries do they perform on a regular basis? What types of sites do they visit? And what psychographic attributes and demographic apply to them? Once knowing what the targets are searching for, a blog could then be created with content focused on these topics, precisely discussing those types of content matters. The new brand or product could be showcased alongside the blog’s primary content in order to introduce it to a group of potentially interested consumers.
Articulate's E-Learning Blog
Articulate is responsible for creating e-learning software. Their blog features numerous tools such as How to Create Color Schemes in PowerPoint to Match Your Brand, 100 PowerPoint Tutorials and Free Templates and A Boatload of Free Hand-Drawn Graphics. It is a successful way to combine the power of SEO with the awareness of audience-targeted marketing. Many of us naturally do this with our content marketing by creating related content that appeals to the potential audience of buyers.
Build the Brand
The tactic of brand building has been around for decades as a means to increase new product awareness. When large brands launch new product, they rarely rely on search but instead bombard the web and the airwaves with advertising, contests, promotions and sponsorship to help create demand within the minds of their potential consumers. Typically, brand building is often less targeted than audience marketing but search can help with this as well.
Using SEO-savvy techniques can help visitors searching for related content to bring exposure to your new brand and product. SEO is not necessarily the answer to all marketing issues but it is not totally useless in cases where the keyword search volumes may not be the most desirable option but secondary applications of search rankings can still attract a good clientele. Organic marketing and SEO allows the power of imagination and creativity to have an impact. Thinking outside of any road bumps such as “0 search volume” or “broad match” will allow opportunities to present themselves and success to follow.
