SEO Success Through Market Segmentation

Many consultants, trainers, and professional coaches come to search engine optimizing with overly grandiose expectations without the proper foundation.  When asked what their primary target keywords should be they’ll say something like, “sales training”.  While that’s a great keyword, it’s unlikely, at least in the short term, that the site will rank highly on that search phrase.  It would take a lot of time, effort, and probably money to be a top rank for something so general.  Rather than focus on a general term, break down key words in to segments that define your target audience.

The reason this strategy can be so effective is because it eliminates competition.  More accurately it narrows you down to you true competition so you can outperform their search rankings.  Here are a few examples of common segments.

Local Search Engine Optimization (SEO)

Do you operate in a certain geographic area?  Then limit your terms to that locale.  Rather than a general search term, add the locations near you to the keyword targets.  Something like, “Pittsburgh Sales Training”.  This will ensure that you rank well for a more specific search and increases the likelihood that any leads generated from the term will be a viable prospect.

Service Specific Search Engine Optimization (SEO)

Do you offer a specific service that’s a differentiator from other common services?  Try adding that to the search terms like, “Online sales training curriculum”.  Again this limits who will be targeting the keyword to ensure that you are ranking for terms ideally suited to your audience.

Affiliate Search Engine Optimization (SEO)

Are you associated with a known quantity that could pull in interested parties?  Use the affiliation for specificity terms like, “CPE Certified Accounting Course”.  Searches for the affiliations invite the potential to be pulled in with top ranked offerings.

Segment For Your Target Market

Segmentation is really a process of identifying your target market and speaking to what makes you an ideal trainer, consultant, or professional coach to that group.