How to Do SEO for Niche Markets

How to Do SEO for Niche Markets

Not everyone is ready to invest in website promotion to increase effectiveness. There can be many reasons for this: from ordinary laziness to the wrong approach to promotion. To avoid burnout in the process of starting a business, you need to choose the right niche initially.

What Are Niche Markets?

An SEO niche is part of a large market in which you intend to build and promote your website. SEO niches fall into two categories: white and gray. The white SEO niche represents the right business with a USP, a good marketing strategy, and many different ways to attract traffic. In a gray niche, SEO is often the only source of traffic.

What is the main difference between white and gray niches? The latter is always profitable in terms of income. Sounds good, but such directions are unstable and may use few ways to advance. Typically gray areas of activity include casinos, music, pharmaceuticals, adult sites. The competition is unfair here, so you have to constantly be on the lookout so as not to end up in the ban. Google’s algorithms for gray niches are changing rapidly, so you need to be able to adapt and rebuild your promotion strategies quickly.

How to Attract Clients in Niche Markets and What Can SEO Do for a Niche Marketing Strategy?

Promotion in the white SEO niche is more stable, but you also need to spend more energy for the business to start making a profit.

The promotion system in a white niche market consists of:

  • Paid ads,
  • Content marketing,
  • Search optimization.

Start paid advertising promotion with Google Adwords. In many fields, CPC is not repelling and can bring good results.

Content marketing is the most popular way to promote brands in the market. Good content is the key to high conversions, popularity on social networks, and the authority of your opinion among potential customers.

Find an expert or become one yourself and start posting quality articles on the blog of your site. Unconventional thinking, good style, and personal experience will help you advance even in the most competitive niche.

In a gray SEO niche, you can promote in the same ways as in a white one. But some factors slow down the process:

  • Your competitors are always watching you, so being in the TOP 1 of the SERP is dangerous.
  • In some niches, it is impossible to build a natural link base.
  • Backlinks come either from the brand’s network of sites or rented.
  • It is not possible to promote just one platform. If it is blocked by competitors or Google, then you are left with nothing. For stable operation, there should always be a backup site.

If you are not one who is willing to risk your business every day, consider developing in a white niche.

Choosing the best niches for SEO with low competition can be a difficult question. You can always stop at the one that is quite popular among people, is already promoted, and has its loyal followers.

The downside for a beginner in this field is that an audience used to stable suppliers may not like you. Large companies that have settled in a niche because of its popularity can become a problem. Such companies will be difficult to get around. And all that remains is to be satisfied with the average income, and only if you are lucky.

To choose a suitable niche and understand whether it is worth promoting a product in it, follow these steps:

1. Define your business field

Before entering the market, you need to analyze it. To understand if you are targeting the right niche, evaluate it according to the following criteria:

  • Identifiability.
  • Uniqueness.
  • Scalability.

Find out how much the desired niche differs from others, and if it is identified as a unique direction. Learn to define the audience of buyers in this area so that there are no questions about where these people come from, what they do, what interests they have. Determine how they differ and what unites them.

Analyze if you can expand your niche in the future. The product may be too specific for development and expansion. Think about how much the audience needs it and whether they will return for a product or service regularly. If not, then the product might not withstand the test of time.

2. Estimate traffic volume

Pay attention to how many people go to the niche for products and how often. Do people need niche products all the time, or do they have seasonal popularity? Evaluate how satisfactory the demand in a particular area is and whether it is worth developing in it.

Professional analytics tools such as SEMrush or Google platforms can help predict the future in a particular niche.

The tools will show you which keywords are better for promotion and the volume of traffic for each KW.

Pay attention to high-frequency and low-frequency queries. Highly competitive words are difficult to promote because large companies with a high level of customer credibility occupy them.

3. Analyze the competition

Competitor analysis will help evaluate:

  • Really strong competitors.
  • The strategy for their promotion.
  • USP of competitors.
  • Their strengths and weaknesses.
  • How to stand out from them.

The easiest way to understand who your competitors are is to type the keywords of the niche you are targeting in your search bar.  TOP 10 SERPs and will be the ones to be bypassed.

But it is better to use SEMrush and get a detailed report on all the criteria for promoting competitors, their keywords, traffic, and link profile. Analyze where the traffic to their sites is coming from.

After defining competitors, study the structure of their resources, what they write about, whether they launch paid ads, and how they interact with the audience. It will help you understand how much time and money it takes to achieve the same results and what to do to become even better.

4. Identify buyers with whom you want to work

To embrace a specific niche, it is crucial to understand the clients with whom you want to work. The easiest way is to analyze yourself and your daily life. Those who follow their hobby become successful in niche markets.

In the process of analyzing the target and the best area of activity, you will probably come up with more than one product that you want to share with potential customers. Analyze if large corporations are making the same product. If not, then you are moving in the right direction.

Danielle Pettifor is an ordinary girl who did CrossFit. Every day she faced the problem of protecting her hands during training. As a result, she realized that no one could make gloves that would satisfy her needs, except for herself. It is how HandBand Pro appeared. A field-specific business of creating gloves for athletes from a person who perfectly understands all the pains of the audience.

Hand Band Pro

The best option is to find a profitable niche with a small number of competitors and develop it. Do not feel unrealistic. Here are some of the best niches for SEO in 2020 to try:

  • Eco-friendly products

Google Trends shows that eco-friendly products have started to gain popularity in the past few years.

Trends Google

What exactly can you offer clients in this SEO niche?

Awareness and concern for the environment are starting to awaken in the world. Potential clients need biodegradable bags, trash bags, eco-friendly toilet paper, reusable food packaging.

  • Bathroom accessories

Based on Google Trends, we see that bathroom accessories are consistently popular. And recently, the demand for them is even growing. Perhaps the growth in popularity is because we began to spend more time at home and want to add more comfort and modernity to our home.

Trends Google

  • Goods for pets

Many people consider pets to be their family members. Therefore, caring for animals is an essential part of everyday life, which is confirmed by Google Trends.

Trends Google

In this SEO niche, the bar of interest is steadily held by an interested audience, and it confidently grows year after year. CBD products for pets have been in great demand in the past few years.

Trends Google

The Cannanine profile store is one of the few that specializes in CBD oils for pets with epilepsy, tumors, joint pain, etc.


Pure Pet Food meets the need of the consumer for quality pet food. They make food using special technologies from the same ingredients that we eat every day. The creators pride themselves on the fact that their food is organic, healthy, and does not contain what they would not eat themselves. The highlight of the brand is that they use the technology of air drying to achieve the long-term storage of food without preservatives.

Pure Pet Food

Even if your product is the most unusual in the world, this does not mean that only you are selling it. Competitors also know about the existence of the Internet, and if you do not promote your site, they may bypass you.

The fact that the product does not cover everyone and is of interest to narrow groups of consumers has its plus. You compete fiercely with other suppliers of a unique product, but businesses that specialize in mass products are not competitors to you. You benefit from a specific demographic group.

A well-thought-out SEO strategy will help you win over the competition and attract potential customers to your site. By focusing on SEO, you will get:

  • Increased conversions and more clicks

A narrow-field site can gain regular customers around the world. The main thing is that these clients can find you. Optimization will help a web resource move up the SERP. It increases the chance that a potential client will open your site and leave a request on it.

  • Brand differentiation

To successfully promote, you must clearly understand your USP. In niche markets, the product is of interest to a small audience. Good SEO makes it easier to introduce your brand to a large group of this narrow audience. Optimizing a website is worth it to become the brand that first comes to people’s minds when it comes to a niche product.

  • Deeper interaction with customers

If a person places an order on the website of a small business, this means that large networks are not able to meet the needs of this person. Therefore, the user decided to look for the right product or service on a specialized resource.

If you create content that satisfies all the needs of the customer, which no one else can satisfy, you will get a loyal customer. Such a person will stay with you for a long time and will likely attract acquaintances. This way, you will get a whole community of people loyal to your brand.

Below we will tell you about search engine optimization in a niche market and how to implement it effectively.

SEO for Niche Markets

1. Analyze the Total Search Volume for the Industry You Have Chosen

It is critical to define search volumes for the industry. It will help you understand what words users are using when they are looking for your product. The analysis of search volumes will show whether you are using the right keywords in your content strategy or if you should pay attention to other specialized phrases.

If the analysis shows that your top keywords are not getting enough search volume, it can be difficult to drive the right traffic to your site.

To find out the search volumes for your keywords, you need to:

  • Use SEMrush


The tool is useful for not only keyword research. If you link your website or landing page, SEMrush will show you the criteria by which the resource is ranked in the SERP. Find out more in the SEMrush review article.

  • Incorporate Google Keyword Planner

Ads Google

Google Keyword Planner tool will show you which search terms are the most popular among users. Based on the information you get from the Planner, you can create new ideas for your content.

  • Install the Keywords Everywhere extension

Keywords Eeverywhere

This Chrome extension displays information about search volumes and related keywords directly in the search query.

2. Analyze Search Results

The search results will have to be analyzed independently. There is no right tool to do this for you.

Type the keyword of interest in the search bar and analyze what Google will show.

Pay attention to forms in which the content is submitted and which resources are ranked on the first pages. What headlines are in the Top 10 of search results, and what are their meta descriptions? Are there rich snippets for these pages, and in what form are these snippets presented?

Do you like what you see? Or could you do better?

3. Analyze Your Competitiveness

While there may be few competitors in the niche, it is crucial to learn how they promote themselves in the market and interact with customers. Analysis of competitors will help you understand what they are using, what you do not have, or vice versa, what is your advantage.

Use Google PageSpeed Insights. Compare how fast the pages of your platform load to those of your competitors. To do this, simply enter the desired URL and start the analysis. If the site does not load fast enough, the tool will tell you what caused it. Read more information in the article Google PageSpeed Insights.

Developers Google

Try the Keyword Gap tool from SEMrush. The tool will show you the keywords that you have in common with your competitors.


Keyword Gap will also indicate which keywords your competitors are ranked in search results. If you still do not use the same KWs, after analysis, think about how to incorporate them into your content.

Do Your Keyword Research

Keywords are one of the most critical factors in a successful SERP ranking. And so that the SEO of your site does not fail, it is essential to study them.

It will be a waste of time and effort to use keywords that do not fit your profile. If you write on topics that you like to discuss, it will be beneficial only to your internal blogger, but not for the promotion of the resource. The main thing is to add not just content, but optimized content that will lead potential customers to your website.

The research will show what words and phrases people use when they search for your product online. This information will allow you to optimize the content on the site for the search queries of potential customers. In this way, you will bring the platform to higher positions and attract more attention from the potential audience.

Try to include long-tail keywords in your articles. These are phrases that consist of 3-5 words. They represent highly specialized requests. For example, “shampoo for washing sheepdogs.” Long-tail keywords will help you attract more quality visitors who are targeting a purchase. Read more in the article Long-Tail Keywords: Secrets of Increasing Your Search Traffic.

SEMrush is perfect for keyword research. You can use the tool to analyze your competitors, what keywords they are using, and by which KWs they are ranked. To do this, simply add the URL of the site of interest to the tool, and it will show the search engine ranking for a web resource, keywords, traffic volumes, and much more.

Add URLs of the platforms of competitors to SEMrush and compare your search phrases with those ranked by competitors. We are sure that you will gather a lot of useful information that will come in handy in website promotion.

You can also add the keyword you want to analyze.


Make use of Ubersuggest. The tool will show how popular your keyword is among users.

Neil Patel

  • Find specific keywords

Specific keywords will help users who are interested in a niche product find your site.

It often happens that niche keywords are so specific that the analysis results in too low search volume. Many people are intimidated by this situation, so they use too general keywords. these words are usually highly competitive, so a narrow-profile site may never be noticed by a potential audience.

In such a situation, it is better to simplify and generalize the keywords a little so that there is a choice of words with low and high competition. To avoid missing out on an opportunity to rank successfully, do not only use highly competitive keywords. The fact that such a word is searched tens of thousands of times does not mean that your site will immediately become one of those that Google displays for a highly competitive request.

  • Find general keywords

Do not get hung up on specific narrow-field phrases. There are not so many people who type them in the search bar. They are usually very skilled and confident in what they need. Such phrases will bring you clicks on the site and increase conversions. But it is worth remembering a less qualified potential audience that is also interested in your product. Find a balance in which keywords to use. More information on the topic can be found in the articles How to Do Keyword Research: A Complete Guide for Beginners and SEO Competitive Analysis.

Fill Your Site With Keywords

After you figured out which keywords consumers are using, it is time to fill your web resource with them.

Keywords are the foundation of the site, which consists of:

  1. Heading,
  2. Meta description,
  3. Title tags,
  4. Visual elements,
  5. Body of the text.

These are the elements Google will use to define what a web resource is about and who will find it interesting.

  • Heading

The first thing a person sees when looking for the information they need is a headline.

To create an effective headline that attracts attention, try to stay within 65 characters. It is best to add a keyword phrase and company name to these characters. Read more information in the article Google: Heading Tags are a Strong Signal.

  • Meta Description

The meta description is displayed below the page title. By collecting a meta description from well-chosen keywords, you will attract the attention of potential customers. The meta description is an additional opportunity to make the user click on your link. To do this, 165 symbols and endless imagination are at your disposal. Read more in the related article Meta Tags For SEO.

  • Heading Tags

Add the main keyword to your H1 heading tag. There can only be one H1 heading on the page, so it is crucial to highlight the keyword to which the information in the page content corresponds. Find out more in the article H1 Tag: How To Create a Great Header.


You can add keywords to the tags of subheadings H2, H3, and others, but the most important one is H1, which cannot be left blank.


  • Images

Another interesting place to add keywords that you should not miss out on is visual content.

Start adding alt text to images on your site. Thanks to the fact that Google crawls this information, the search engine begins to navigate the content and promote it better. Read the related article SEO Images.

  • Content

Google bots constantly analyze the content of the pages of sites, including yours. The search engine needs this to understand what the page is about and for whom it is intended. Therefore, it is incredibly important to fill your content with keywords. The main thing is not to overdo it and not turn the content into spam by your efforts.

Perform Technical SEO

To offer potential clients a user-friendly website, you need to focus on technical SEO. It consists of many components, such as optimization for smartphones, the connection of a secure protocol, optimization of page loading speed, and much more. Below we will talk about the aspects that should be treated as prior.

To track the impact of optimization on your site, set up Google Analytics, and collect information about users, their geolocation, site preferences, and the number of visits. Read a useful article on the topic The Absolute Beginner’s Guide to Google Analytics.

Marketing Platform Google

1. Security

Google pays a lot of attention to website security. The search engine does not want to lead the user to suspicious resources, so pay special attention to the SSL certificate installed on the platform.

SSL certificates are data files that provide a secure connection between the browser and the webserver.

If SSL is not installed, then the ranking of the web platform in the search results will not reach high positions. Google does not need a site that cannot be trusted completely. And the search engine always shows platforms with a secure connection first, and unsafe ones will follow them. Read the related article HTTPS vs. HTTP.

2. Site Audit

Technical SEO should be started with a website audit. To do this, you can use several tools:

  • SEMrush

SEMrush is great for site auditing. The tool collects information about broken links, errors in metadata, and more. The functionality of the tool is so extensive that it will cover all the issues necessary for optimization.


  • Screaming Frog

Screaming Frog answers the same questions as SEMrush, but the tool is sometimes unclear and unuseful for a non-SEO user.

Screaming Frog

You can try both tools and choose which one is best for you to use.

3. Mobile Adaptability

People often search for something on their mobile phones, and mobile search is officially starting to dominate in search engines. Therefore, the site must be convenient for viewing from smartphones.

Set up a responsive design on your platform so that pages automatically fit the user’s screen dimensions. Responsive design will reduce the likelihood that a person will leave the site after opening. Read more information in the articles Mobile Search and Mobile-First Indexing.

Create a Link Profile

For your SEO campaign to be effective, you need a strong link profile. It increases niche success and credibility to the site.

To create it, analyze which links lead to your resource, and from which sources they come. If the sites that link to you are not credible, it is better to refuse them. Having more links does not mean more traffic if those links are of poor quality.

It is crucial to monitor links and add new inbound and outbound links constantly, but only from trusted sources and reputable web platforms; for example, on Amazon or Facebook.

Do not forget to create internal links. From your content, you can link to other pages on your site. Think about how to link the content to each other and build logical bridges over which the user will move from article to article.

Add links to evergreen content and the one that gets the most engagement. Read more information in the article about online profile analysis.

Find out more about technical SEO from the articles: Technical SEO Checklist and What is the Technical SEO Audit?

Share Only Good Content

After investigating the search queries of potential customers, you will understand what they are looking for and what keywords they are using. With this information, adapt the content to the interests of users, and fill the pages with it.

Quality content is one of the most effective ways to be ranked high in search results. If you want your site to rank in the top 10 of the SERP, do not neglect to create great content.

Analyze content from competitors or specialized platforms in your field. But do not be like everyone else. If you want to stand out, go deeper into professional topics. Do research, write guides, create lists, and provide recommendations. Such content usually engages readers more, and it also attracts traffic. Show your expertise and share it with your site visitors. When you create content, ask yourself the question: would you like to share it? If yes, then you are on the right track.

Fill your content with keywords, embed them into headings, tags, and the text body itself. Add visual elements. Take a photo, video tutorial, ask designers or illustrators to draw pictures for articles. And arrange them concordantly across the page.

Show Google that you are an expert, and Google will show your expertise to users.

The fact that your audience is specific and unique is a huge plus, but only if you understand how to get in touch with this audience.

Winning the race in a niche market can be difficult and nearly impossible if you use traditional ways to attract the attention of potential customers. But quality SEO is one of the steps that will help you significantly outrun the competition. Potential clients become real only for those who care about their convenience and the quality of the information they provide.

Implementing the right SEO can be a challenging and time-consuming mission. But if you do the hard work now, you will have a chance to gain an authoritative position in your field of activity and a significant group of clients who are interested in your service.

Remember, it is not just big sites that rank well in search results. A small narrow-specialized site may become one of the most successful and favorite among users. You just need to show a genuine interest in what you are promoting and a little bit of SEO.

About author
Viktoria is a content marketing specialist and a full-time writer for SeoQuake blog.