Two SEO Strategies You’ve Probably Never Even Considered

seoSEO is tough – there are no two ways about it. If you want to increase your visibility in search and get the exposure your website deserves, then you need to work at it, month after month and year after year.

What’s more, it’s often not an easily justifiable business expense – “we want to build some links to our website, it should work but to be honest, we’re not sure what we’re going to get from it”.

That’s the typical type of conversation you should expect at most high-level boardroom meetings. It’s the type of conversation which invariably leads to a simple three word question: “where’s the return?”.

That’s where most webmasters go wrong, they don’t actually plan their SEO campaign – they do something, they think it’s enough and they invariably fall flat on their face because it’s either too difficult or they don’t get the expected results.

So, in this post I’m going to outline two strategies you’ve probably not considered in the past, two strategies that will arm you with a set of projections and a clear task to achieve.

Have You Ever Tried Targeting Something That Isn’t There?

SEO isn’t about search volume. It’s not even about rankings. It’s about cold, hard sales. It’s about the sales you can drive to your website, and little to nothing else. Vanity rankings are irrelevant if they don’t produce results.

So, get clever. A little glance at the Google Keyword Tool and the search terms surrounding your niche will quickly open your eyes to the terms everyone else, particularly non-experienced SEOs are targeting – they go after the search volumes.

Well, here’s a strategy for you:

  • Open up the Google Keyword Tool and spend hours, days if need be, filtering through the search terms in your niches. Search for the plural and singular variations, inversions, synonyms, permutations and so on. Separate keywords into groups and by tab in an Excel document.
  • Go for the low search volume terms which exhibit intent to purchase: “payday loan application” gets searched roughly 320 times per month in the UK, it could certainly figure as a part of your strategy and it shouldn’t be too challenging to rank for.

The second part of this strategy is to go for the high search volume terms in your niche and develop a page of content for each of the search terms. Now, your objective isn’t to rank for a term like “payday loans” or “payday loan company” or anything of the sort.

Your objective is to rank for the search volume which falls underneath these terms – think “payday loan company application 24 hour approval” and other such terms. There’s a massive amount of search volume in the tail of search, and it’s all just waiting to be tapped into.

What’s more, all you need is a page of content and some creative link building (tailored to target long-tail patterns, or rather the terms which appear again and again in your Analytics data e.g. “contact”, “apply”, “24/7” etc).

How Are Your Competitors Doing?

Another often neglected strategy is to target your main competitor’s brand terms.

Now, ethical alarm bells are probably going off inside your head, but here it all depends on the type of website you’re a promoting. Are you an affiliate marketer? If so, then you probably should be implementing this strategy.

There is a lot of search volume in brand terms, what’s more, it can also be quite targeted and it can often convert well, particularly if you can create a unique take on the brand term.

For example, consider the term “Wonga” – they are one of the foremost payday lenders in the United Kingdom. The term “Wonga” is searched for 165,000 times per month, a lot more than even the biggest generic terms in the niche.

How about setting up a “Wonga Review” page which is targeted to your main term (as well as other variations including “”)? Would you, as a user, not be at least a little bit intrigued when searching for the term Wonga, having never used them before, and click on the review page? I know I probably would.

Gareth Mailer is an SEO professional and founder of, a recently established UK Search Engine Optimisation Consultancy and Link Building Company, specialising predominantly in SEO Training Services.

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