Mark Kohler explains why chasing massive reach wastes money. Instead, target high-intent search terms like "business gap analysis" where buyers are ready to act. A focused content strategy beats volume and costs far less to rank.
What are some trends and what business owners should be looking for is they're trying to get more reach and get out there and be known.
The biggest thing is content's playing such a big part of it. We're doing things like Power pages. I would want to dominate a category. Let's get a good example of a friend of mine who analyzes businesses and tells them what they're worth. He wanted to dominate that category. And I'm going, whoa, whoa, whoa. How many people search for that every month? He goes, I don't know. Well, a million a day. I found out. So to buy a million links a day or a million clicks a day, or to just be in the same category with pricewaterhouse and Bain and PW and Ernst and Young and all the other ones, ones, it's going to cost you a fortune. Or what you can do is find a high intent to buy. So you go down that list until you find, I don't know, 542 people who want to buy business gap analysis. If you're looking for a business gap analysis, you know you're buying and now go on that one and let's spend less money, but more targeted efforts using content to tell people how to do that, that you become the number one or number two thing in that category.
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