Broad vs Narrow SEO

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Exploration of the differences between broad and narrow (niche) marketing.

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Broad vs Narrow SEO

  1. 1. Broad vs. Narrow Targeting for SEO
  2. 2. ● How Do You Approach SEO? Are You: Stabbing at many fish hoping to get some?
  3. 3. ● How Do You Approach SEO? Are You: Targeting a fish and hitting your target?
  4. 4. ● How Do You Approach SEO? Are You: Aiming at the big fish which meet your needs, using with the appropriate tools and satisfying your goals?
  5. 5. Broad vs. Narrow Broad Narrow Cost per month Cost per month of campaign No. of Visitors No. of visitors to the site from the campaign Conversion Rate Conversion rate of visitors from the campaign Cost per Visitor = Cost per month / no. of visitors No. of Conversions =No. of visitors x conversion rate Cost per Conversion = Cost per month / no. of conversions
  6. 6. Typically with broad targets the conversion rate is significantly lower, the number of conversions is lower and the cost per conversion is higher Broad Narrow Cost per month 5000.00 1000.00 Number of Visitors 1000 200 Conversion Rate 0.2 2.5 . Cost per Visitor 5.00 5.00 Number of Conversions 200 500 Cost per Conversion 25.00 2.00
  7. 7. Typically Broad Search Costs More: More Visitors, Lower Conversion Rate Even if the number of conversions is the same, cost per conversion is more Broad Narrow Cost per month 5000.00 1000.00 Number of Visitors 1000 200 Conversion Rate 0.5 2.5 . Cost per Visitor 5.00 5.00 Number of Conversions 500 500 Cost per Conversion 10.00 2.00
  8. 8. ● How much traffic can broad search generate? At what cost and at what conversion rate? Broad search pays if significantly more traffic yields more conversions even at higher cost and lower conversion rate Broad Narrow Cost per month 5000.00 1000.00 Number of Visitors 12500 200 Conversion Rate 0.2 2.5 . Cost per Visitor 0.40 5.00 Number of Conversions 2500 500 Cost per Conversion 2.00 2.00
  9. 9. Broader search may be a better value even with higher cost per conversion, because it yields more conversions Broad Narrow Cost per month 5000.00 1000.00 Number of Visitors 5000 200 Conversion Rate 0.2 2.5 . Cost per Visitor 1.00 5.00 Number of Conversions 1000 500 Cost per Conversion 5.00 2.00
  10. 10. Happy Fishing
  11. 11. Broad vs. Narrow Broad Narrow Cost per month Cost per month of campaign No. of Visitors No. of visitors to the site from the campaign Conversion Rate Conversion rate of visitors from the campaign Cost per Visitor = Cost per month / no. of visitors No. of Conversions =No. of visitors x conversion rate Cost per Conversion = Cost per month / no. of conversions

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