There are many factors that contribute towards SEO success. The list is massive.
You need to have a quality site with great content that’s going to generate inbound links, the site must become trusted, the right keywords will need to be used etc. There’s another thing that isn’t talked about as much, but from years of experience working with SEO, the clients that often have the most success are the ones that focus specifically within one niche. They aim to be great at one thing as opposed to being “simply OK” at lots of different things. When you land on the site you know exactly what they offer and aren’t left scratching your head wondering what the point of the site is.
It seems obvious, that a business website should have a clear focus, but it’s not always the case. Often this holds true when your business itself isn’t focused on one particular niche. They aren’t quite sure what services or product will be one of the most successful so they take the “throw everything at the wall to see what sticks” approach. In business, and in SEO, that’s not going to turn out too well for you.
Sure, there are sites like Amazon that can get away with selling anything that you could ever need, but they have the brand recognition and the budget to be able to do that. If you’re not Amazon, it’s better to concentrate on one thing and do this well.
If you are a exterior landscape and design company, choosing something line “Patio Design Ideas: Top 5 Ideas for Patio Covers” and “Patio Design Ideas: Top 3 Pavers for your Patio” will be more effective than “Exterior Designer”. In this example, the keyphrase may be Patio Designs. Another example would be focusing on fireplaces or outdoor cooking ideas. People are always looking for specific ideas or a niche. Staying focused on this one niche will get you SEO results faster. Having 10 quality, 1500 word niche articles focused in one area of the business will get you backlinks, trust and authority much faster than having 20 different articles for 20 different products or services.
All businesses should take this approach with their website. If you are prioritized one niche you will be much more likely to create trust around this particular niche which will result in SEO success. A primary component of SEO is keyword research and implementing relevant keywords into the content of a website. If your website is offering many different things, it means that many different keywords (that are unrelated to each other) are going to be targeted which means that it will be much harder to generate SEO success, especially since a more broad scope also means higher competition.
For example, say you are an attorney that is establishing your own firm and creating a web presence for that firm. You could pursue the more competitive “lawyer” term, or you can niche it down to your specialty. If you primarily handle personal injury cases, it makes much more sense to target “personal injury lawyer” with focused articles such as “personal injury lawyer, how to choose the best” or “Personal injury lawyer: Top 5 questions to ask” on your site and then write content that relate to personal injury law. There is a higher chance that you can gain SEO success for that term as opposed to the broad “lawyer” term. It also helps visitors to the site understand what your specialty is. If you don’t outline a specialty, it makes things appear like you might have less experience in the area that they need help with and you could lose out on your business.
For business and SEO success, it’s better to concentrate on one area of expertise and “can make it yours”. If what you offer is too scattered it can just cause confusion, for target audience members and the search engines.
There’s one more thing that isn’t talked about as much, but from years of experience working with SEO, the clients that often have the most success are the ones that focus specifically within one niche. They aim to be great at one thing as opposed to being OK at lots of different things. Often this is true when the business itself isn’t focused on one particular niche. If you’re not Amazon, it’s better to focus on one thing and do it well. If you are focused on one niche you will be much more likely to create trust around this particular niche which will result in SEO success.