There are some industries out there that are tough to crack: broad keywords seem impossible to rank, pay-per-click ad placements are too expensive to run, and your knowledge of the subject matter is virtually non-existent. If there were a difficult niches index, websites within the accounting, medical and law sectors would without a doubt fill the top slots. While it can be tempting to decline business from potential clients working within these industries, taking a little time to refine your strategy and broach your SEO campaign differently could be all it takes to succeed.
With difficult niches, instead of focusing on off-page SEO such as backlinking, focus on on-page SEO and content. After all, content is what makes a website a website, and with enough quantity and quality, you’ll naturally acquire organic backlinks with minimal outreach.
Create an Infographic
Infographics are an excellent way to get high quality, authoritative links quickly. In addition, they are highly shareable and can offer a way to get brand mentions on prestigious websites. Writers for Forbes, Huffington Post, Entrepreneur and other highly authoritative publications are usually more than willing to link to infographics, providing the information is viable, thoroughly researched, and well-presented.
Publish Pillar Content
The average accountant spends around eight years in training before they’re fully qualified, it can take doctors and lawyers even longer. If you think you’ll be able to write a simple SEO-friendly “how to guide” when working in these niches, think again. In order to have content that other professionals will want to link to, you must hire a professional to write it or, at the very least, consider enrolling in a short course in the topic.
For example, content writers could undertake short bookkeeping training courses in London in order to navigate the jargon of the accounting industry and gain enough insight to write decent blog posts. Yes, this might mean you’ll have to spend a little more money on a campaign than usual; however, surely that’s better than having to turn away a client entirely? Besides, if you take shortcuts your outreach targets will see through the facade.
Publish New Content Regularly
As previously stated, professionals can spend upwards of eight years in training before they’re qualified. You could publish pillar content every day for the next decade and you’ll still have plenty to talk about. So there’s really no excuse not to keep an active blog. Websites with fresh content are still looked upon favorably by Google, so if you’re struggling to acquire backlinks, this should be your main priority.
Curate Pillar Content
Content curation is often highly misunderstood. People seem to confuse it with plagiarism, assuming that you’re doing something ethically wrong by publishing someone else’s work. This is simply not the case. Providing you’re honest, credit your sources, and change the title/introduction – and perhaps the conclusion – you’ve really got nothing to worry about. Google’s algorithm is complex enough to understand the difference between curated and duplicate content – just look at all the high-ranking press release websites out there.
When you’re trying to rank a website in a difficult niche, curation can actually be your most valuable asset. When you don’t have the time, knowledge or budget to develop pillar content, curating allows you to bypass the difficult/expensive part and still reap the benefits. However, if you are going to curate, pre-published content should be used sparingly, never exceeding more than 25% of your website’s overall content.
Publish Beginner Content
The purpose of pillar content is to educate. Contrary to popular belief it doesn’t need to delve so deep into the subject matter that it only satisfies professionals. There are plenty of beginners out there too. Creating content focused on untrained demographics will make your job a lot easier, and could provide viable keywords for ranking in Google.
Backlinks are still the most important aspect of SEO, but remember, traffic and search engine rankings are two very different things. Even if you’re not getting much [exact match] exposure from the keywords you’re targeting, as long as people are finding your website, that’s all that matters. Taking a content over backlinks approach may not be the quickest way to get exposure, but it’s better than trying to compete with major global organizations that have unlimited resources.