Ep.1/ SEO in 2024, finding your niche
Gone are the days of writing a few blog posts, updating your meta data and getting a page listed on page 1, the serp has become a feeding ground and google is prioritising relevence more than ever which is why brands need to focus on their niche to win search wars.
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When I start working with a business I want to learn two things very quickly, firstly, what product has your highest repeat purchase rate, secondly, what’s the USP. Because deep within the data is the secret sauce for some highly relevant, high converting search content.
You’d be surprised how many businesses don’t know the answer, and when I ask them, what do you want to be known for, business owners are pretty stumped, and who can blame them! When you’re designing a dress or a new formula for a moisturiser you’re not typically thinking about the average monthly search terms for what you’re selling- but you should be.
One of the most valuable projects I did at Dorothy Perkins was aligning our buy WSSI with search data to correspond interest with stock, this not only helps b&m teams plan their stock and find gaps in the product buy but builds out a priority keyword bank for the content team to start working on right away - what does this turn into - cold hard cash. Pages in the top 3 positions of Google receive minimum 50-75% of all clicks, and the kudos of position 1 boosts conversion rate by 2.8ppts.
Ep.1/
SEO in 2024: finding your niche
One of my favourite campaigns of all time was my work with FatFace -I was at a wedding and talking about the chore that is finding a killer wedding guest outfit, a fellow guest regailed me with her hunt for a dress with pockets (to hide her secret snack stash in) and we got talking about how rare it is to find a decent dress with pockets.
Next day when I was doing some site walks of the fatface dresses page I noticed that around 75% of the dresses had pockets, it was a single bullet point on the PDP but I knew this was something we had to capitalise on.
WHEN I SHARED THAT DRESSES WITH POCKETS HAD OVER 10,000 AVERAGE MONTHLY SEARCHES AND WE SHOULD BE CREATING PDP’S AND BLOG POSTS TO RANK FOR THE TERM EVERYONE GOT VERY EXCITED.
After some tailored onsite content, an influencer campaign and promotion across paid social we saw some pretty incredible results, we went from unranked to page 1 position 3 within 60 days and dresses with pockets sales stepped up from a 26% mix of total dress sales to 38% mix of total dresses sales.
The truth is, FatFace couldn’t necessarily compete on terms like ‘midi dresses’ and ‘maxi dresses’ that have over half a million average monthly searches and the top competitors have over 200 options of each style available, but FatFace could compete in niche, low competitive areas of search where they had high relevence - and this is the secret sauce for brands in search in 2024.
Ready to see how finding your SEO niche can help grow your brand? Contact me today for a free consultation!
