So where I find I always start, with each and every client is:

1. Their Niche
2. Their Keywords

And how do they impact on each other?

Today I met with a dietician, let’s call him Tony. He’s decided that his niche is professional men aged between 30-40. So what keywords do professional men type into Google when looking for someone just like Tony?

We did a quick search for the traffic on ‘dietitian’. 15,000 searches per month in Australia; not a bad result. We then found that ‘nutritionist’ has the same traffic; fair if you had assumed this previously.

We then looked for other longer tail words that are similar to ‘dietitian’. Every single result that gave something like ‘dietitian jobs’. Every [well the majority] of searches done in Australia is done by a dietitian looking for a job! They’re a keen bunch.

So what about something like ‘mens health’. Every result was something along the lines of ‘mens health magazine’; not a good choice.

So eventually we found a few words that suited him well. He has a number of words that are going to appeal directly to his niche, and unfortunately I can’t tell you what they are!

I must admit, it’s a difficult challenge, however if you’re able to reach a niche you can appeal to them. If you don’t decide who your niche is, you can’t reach them. How do you convert when you don’t speak the same language…

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