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

1. Broad vs. Narrow
Targeting for SEO

3. ● How Do You Approach SEO?
Are You:
Stabbing at many fish hoping to get some?

4. ● How Do You Approach SEO?
Are You:
Targeting a fish and hitting your target?

5. ● 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?

6. 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

7. 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

8. 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

9. ● 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

10. 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

11. Happy Fishing

12. 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