Nick Gold isn’t a Search Engine Optimizer.
He’s an incredibly successful travel agent.
But he unknowingly revealed the secret sauce to ranking on Google’s Search Engine Results Page (aka SERP) during our chat a few weeks ago.
He owns not one, but 4 companies: Entertainment Travel, Honeymoon Galore, Destination Galore and Equality Travel. Ok, technically they’re all the same company, but these DBAs are marketed separately.
When I asked him why he chose to structure his business this way, he explained: “If you call me for a honeymoon and I booked it under Entertainment Travel, you’d think ‘huh, ok.’ But if I book it under Honeymoons Galore, it has a lot more meaning. They’re niche marketed.”
As an LGBTQ person myself, this reasoning hit home. It can be incredibly unsafe for LGBTQ people to travel to different parts of the world. So, if I was planning a honeymoon or travel for some sort of special occasion, having a travel agent who understood where to travel (and where not to travel) would be the difference between a disastrously scary trip and a mind-blowing one. Right off the bat, the name “Equality Travel” says ‘we see your specific needs and we can help.’ That’s the power of niche marketing.
Individual products become a multiplicity of brands leveraging the impact of segmented targeting. It’s not generic. You’re making people feel like your business is a solution you’ve created just for their life. That’s why Google also loves niche marketing.
Aka – Nick’s site comes up on Page 1, Spot 4 for the keyword “entertainment travel agent.”
Are there generic travel agencies that service the entertainment industry? I’m sure there are. So, why does Nick’s site appear so high on Google and not them?
Why Google Digs Nick’s Niche Marketing
Just like any other business, Google needs attention. When they have people’s attention (aka “searches”), they can monetize it and continue trying to make the world a better place through search (and all their other crazy ventures).
Of course, Google isn’t the only search engine out there. There’s Bing, Yahoo (does anyone remember the amazing Yahooooooooo commercials? Just me?), etc all competing for consumers’ attention. In order to keep searchers on Google, they have to provide the best product possible. They have to be the best search engine, meaning they have to connect searchers with the best solution.
That means if you want to rank well on Google, you have to *be* the best answer to a person’s question. You have to show that your site solves their problem. Yes, Google uses an algorithm in the background. Yes, it is detailed and understanding the details will push you further and further up in the rankings. But at its core, Google is simply trying to provide someone with the right answer. That’s their #1 expectation for websites: solve the consumer’s problem. We so often lose sight of that in the rat race to “decode” their hidden algorithm.
Since online niche marketing is laser-focused on individualized solutions, Google totally digs it.
Erin Nutting’s wedding insurance website ranks in Spot 1 for “Arizona Wedding Insurance.”
InsureMyFoodTruck.com ranks in Spot 1 for “Food Truck Insurance.”
PersonalChefInsurance.com ranks in Spot 1 for “Chef Insurance.”
and the list goes on….
Look, I’m not saying you should go out and buy a bunch of niche-focused website domains tomorrow. But I do want to emphasize the importance of really, truly understanding your customer’s needs and using your website to help solve them.
When you do that, you’re fulfilling the biggest expectation Google has for your online real estate. And you better believe they’ll reward you for it.
Thanks for tunin’ in again! Best of luck out there,