Knowing how to choose keywords in a saturated market is a digital marketing competency that could help catapult your business out of a challenging market position.
If you’ve landed on this blog, it probably means you’re already familiar with the importance of keywords. If not, then in a quick summary, keywords are the foundation of search engine visibility.
But it’s one thing to master ranking for competitive keywords, but what do you do when you’re up against big industry players, who already dominate your chosen keywords, and have years of authority behind their website? Well, those are the simple joys of existing in a saturated market.
As digital marketers, it’s our job to know how to choose keywords in a saturated market, so that we can support businesses when growth stagnates. With that said, we’re not gatekeepers… So, in this blog, we’ll be sharing some of our top tips for choosing the most effective keywords in crowded spaces.
What Makes A Market Saturated?
If you haven’t already read our previous blog post on what market saturation is, we’d recommend giving that a once-over first! But, in summary, a saturated market occurs when there are lots of businesses competing for the same target audience, using similar products or services.
From digital marketing agencies to fitness coaches, e-commerce stores to law firms, competition is everywhere, and it’s fierce. This means that generic, high-volume keywords like “marketing agency” or “buy protein powder” are incredibly hard to rank for without a significant investment in time or money.
In these cases, nailing a strong keyword strategy becomes even more important.
How To Choose Keywords In A Saturated Market
When it comes to targeting keywords in a saturated market, making the right choice can mean the difference between being buried on page 5 or sitting comfortably on page 1.
While a certain keyword may appear desirable because it gets a ton of traffic, it may not be as beneficial for SEO as it seems. Picking the right keywords, especially in a saturated market, is about way more than just traffic. You also need to consider relevance and searcher intent, so you not only attract traffic, but traffic that converts.
Here’s GrowTraffic’s take on how to choose keywords in a saturated market.
1. Focus On Long-Tail Keywords
Long-tail keywords are longer (naturally), more specific search phrases. In most cases, they tend to have lower competition, yet higher intent, meaning searchers using these keywords are further along the buyer journey.
For example, instead of targeting “Digital marketing agency”, GrowTraffic might try “SEO support for Lancashire SMEs” or “affordable website development for small businesses” (we won’t confirm or deny that this is what we do).
While those phrases are less likely to garner loads of traffic, they speak directly to our ideal customer and reflect their buying intent. And after all, that’s what really counts.
2. Think Local
If you’re a local business, geo-targeted keywords are your best friend. Ranking for “children’s football” is tough, but “children’s football club in Lancashire” is more achievable. And far more relevant if you’re targeting local clients. Just think, ‘refine, refine, refine’.
At GT, we help businesses dominate their local search space with a combination of smart keyword research and local SEO tactics, like optimising Google Business Profiles and creating location-based landing pages.
3. Understand Search Intent
To understand how to choose keywords in a saturated market, you need to grasp the fact that not all keywords are created equal. A kickass keyword strategy will consider ‘why’ someone is searching, not just ‘what’ they type into the search bar.
Search intent typically falls into four categories:
- Informational: “How often should you groom a dog?”
- Navigational: “PetSmart dog grooming”
- Transactional: “Cheap dog groomers near me”
- Commercial investigation: “Best dog groomers in Sheffield”
By aligning your content with the right intent, you attract users at various stages of the buyer journey. Your content must then work to move them further along the funnel.
4. Use Keyword Tools (But Go Beyond The Basics)
Keyword research tools like SEMrush or Google Keyword Planner offer search volumes and competition scores, but don’t stop your research there. Look at:
- Related questions in Google’s People Also Ask
- Search suggestions as you type in Google
- Forums and Reddit for real customer language
5. Analyse Your Competitors
Being in a saturated market probably means that your competitors have already got a monopoly on your ideal keywords. But this is ok. This gives you the opportunity to build on top of their foundation.
No two businesses are exactly alike. You can look at your competitor’s strategy and consider what you would do differently. Take note of the good, adapt from what doesn’t suit your brand, and avoid the pitfalls.
Ask yourself:
- What keywords are they missing?
- What content gaps can you fill?
- Can you create more useful, engaging, or up-to-date content?
Choosing keywords is just one piece of the puzzle. What you do with them makes all the difference.
How GT Chooses The Right Keywords In A Saturated Market, Time After Time
Now you know how to choose the right keywords in a saturated market, you’re probably wondering when you’re going to have the time in your busy schedule to properly nail this strategy. Don’t worry, that’s where we come in.
At GrowTraffic, our job isn’t just about chasing volume. We commit ourselves to attracting traffic that converts. That’s one of the many reasons we say that we’re the antidote to bad SEO.
Remember: even the most competitive market space offers growth opportunities. You just need the right team in your corner (cough, cough, nudge, nudge).
If you are looking for some digital marketing aid or are still wondering how to choose the right keywords in a saturated market, give our team a shout today. You can catch us on 0161 706 0012 or email us at [email protected].
growtraffic.co.uk (Article Sourced Website)
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