Question: How to drag adjacent market (sewing project) to main market (tshirt quilt)?
Answer: In my SEO class, I often use the example of a company selling T-Shirt Quilts. This is a very specific niche market, and the company can do well on long tail searches in that unique niche. But the marketing problem is that it isn’t a very big niche, and the company needs to broaden out to adjacent markets.
The adjacent markets have to do with sewing project, or sewing patterns. So the trick for a T-Shirt Quilt company is to dominate not just T-shirt Quilt searches but searches for ‘easy sewing project,’ ‘fun sewing project,’ etc. The way to do this is to build out content on the website that has lots of keywords relating to the adjacent market – blog posts, landing pages, even link campaigns. Then, snag that inbound traffic, and sell it on your ‘related product.’
So as you build out your keyword worksheet. Think of your core keywords, and unique value proposition (highest priority). Once you master that, think of adjacent markets / adjacent keywords and begin to build out content that can bring in traffic for those adjacent markets.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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