Local Niche Keyphrase Search Volume

18 replies
The person that sold me an offline course puts no significance on market size and claims that search volume is not an issue in local niches and that even small towns of less than 1000 are good markets.

We know that local keyphrases almost never show any volume in keyword research tools. Obvioulsy there are people searching for these phrases but the question is how many?

I'm having a real hard time buying his theory. I have local businesses that are listed on maps and yahoo local telling me they're not getting any business from it. If that's the case, then what good is it going to do to get their website to the top of page 1 (which is always below maps/local)? Just seems to me like these markets are too small and don't have enough search volume.

He also recommends selling listings in directories which will dilute the market that much more. If a business is getting little traffic with a stand alone site at the top of google, they will be lucky to get any listed in a directory at the top of google.

Am I thinking straight about this? Any insight is appreciated.
#keyphrase #local #niche #search #volume
  • Profile picture of the author JMM
    I guess a good question to ask before delving into what you are asking is ... Are the business websites setup to capture leads... emails or something?
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    • Profile picture of the author PaulintheSticks
      They only have local/maps listings. My understanding is that maps/locals get similar traffic as local sites near the top of page 1. So I assume if they aren't getting leads/calls from their maps listings, they aren't going to get any from a site at the top either. But maybe that's a faulty assumption.
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    • Profile picture of the author JoeCool
      HealingAqua,

      Here's a better question to ask.

      Ask the person that sold you the offline course if he or she makes more money selling the course, or more money doing what is taught in their course.

      If they answer you honestly (and that's a big if!) you'll have your answer.

      Here's my answer...

      "Those Who Can't Do, Teach."


      ~ JoeCool
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      • Profile picture of the author PaulintheSticks
        Originally Posted by JoeCool View Post

        "Those Who Can't Do, Teach."
        Tell that to the top marketing pro's in the country like Dan Kennedy and Jay Abraham. They'll laugh all the way to the bank.

        I do and teach lots of things. Ever been to a Yoga class? Kinda hard to fake that one.
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        • Profile picture of the author JoeCool
          Originally Posted by healingaqua View Post

          Tell that to the top marketing pro's in the country like Dan Kennedy and Jay Abraham. They'll laugh all the way to the bank.

          I do and teach lots of things. Ever been to a Yoga class? Kinda hard to fake that one.
          Guess you missed the intent of my comment. Maybe I needed to be more specific with who I was referring to ("the person that sold me an offline course").

          Oh wait, maybe these examples will clear things up.

          Hi, my name is Larry Page... I teach people how to make and run search engines.
          Hi, my name is Steve Jobs... I teach people how to make and sell computers and other cool electronic devices.
          Hi, my name is Jeff Bezos... I teach people how to sell stuff on the interwebs.
          ~ JoeCool

          P.S.
          Originally Posted by healingaqua View Post

          Well since its almost impossible to know search volume for very small markets, wouldn't population be the next best indicator?
          HealingAqua, it's not almost impossible. Run a cheap AdWords campaign for a week or two and then extrapolate your impression numbers.
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          • Profile picture of the author PaulintheSticks
            Originally Posted by JoeCool View Post

            Guess you missed the intent of my comment. Maybe I needed to be more specific with who I was referring to ("the person that sold me an offline course").

            HealingAqua, it's not almost impossible. Run a cheap AdWords campaign for a week or two and then extrapolate your impression numbers.
            I knew the intent Joe, it was just a very broad and generalized statement "Those Who Can't Do, Teach." thats not true as there are plenty of good teachers in in IM that walk their talk.

            Great idea about adwords, I'll do it. Thanks.
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  • Profile picture of the author Quentin
    I think Peter has a valid point re size of the town however most people are missing the point.

    Your local business has products and services and these are the things you should be targeting and let Google do the rest.

    For example you may get a domain name that targets the local business like Lawyeralabama.com but then you should be targeting all the different services they provide.

    Quentin
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  • Profile picture of the author JMM
    Just my two cents. I run a few business directory type sties for smallish areas.

    YEah sure the search for certain terms are low... I don't care about that too much .. When it comes to getting a business listed etc

    Targeting a geographic area not the town/city... Example Boscobel Wisconsin...population 3K businesses about120 people here will travel up to 40 miles to go shopping same with the other small towns in the area.

    It about getting people to their business ... getting in their face every time they think of buying a car ... being able to have the business name in front of them ... Localized branding...

    but I work in a different area of offline marketing than promoting just one business... but maybe it would help if you used geographic reach approach

    http://www.5minutesite.com/local_keywords.php is a great way to start for your keywords... I love this little free service.
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  • Profile picture of the author bwgrit
    I do have success in marketing to local businesses in markets with search volume of less than 1,000. What I've found is that the conversions are higher.

    For instance, if you use "San Diego Dentist", you may get high search volume, but San Diego is pretty big. Maybe someone meant "La Jolla". The search volume is smaller, but the target is better. Someone who lives in La Jolla is much more likely to turn into a conversion.

    A good test is to set up a landing page with a phone number, where you own the site and the phone number. Forward the phone number to your clients number. That way, you can track number of visits and number of times the phone rings. You'll see what your true conversion is.

    Hope that helps!
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    • Profile picture of the author PaulintheSticks
      Originally Posted by bwgrit View Post

      I do have success in marketing to local businesses in markets with search volume of less than 1,000. What I've found is that the conversions are higher.

      For instance, if you use "San Diego Dentist", you may get high search volume, but San Diego is pretty big. Maybe someone meant "La Jolla". The search volume is smaller, but the target is better. Someone who lives in La Jolla is much more likely to turn into a conversion.

      A good test is to set up a landing page with a phone number, where you own the site and the phone number. Forward the phone number to your clients number. That way, you can track number of visits and number of times the phone rings. You'll see what your true conversion is.

      Hope that helps!
      Thanks Brandon. I'm already doing the landing page/trackable phone # for one of my keyphrases. I was hoping to figure out search volume before going through all of that hassle and expense: buying a domain, paying for the phone number, setting up a site, etc. An adwords ad was recommended as well which seems like it would be cheaper, easier and faster.
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      • Profile picture of the author AussieT
        Originally Posted by healingaqua View Post

        Thanks Brandon. I'm already doing the landing page/trackable phone # for one of my keyphrases. I was hoping to figure out search volume before going through all of that hassle and expense: buying a domain, paying for the phone number, setting up a site, etc. An adwords ad was recommended as well which seems like it would be cheaper, easier and faster.
        Agree. The adwords suggestion is a great tip and worth pursuing.
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  • Profile picture of the author cma01
    I'm having a real hard time buying his theory. I have local businesses that are listed on maps and yahoo local telling me they're not getting any business from it.
    Did you ask them how they are tracking their business? There are some exceptions, but most of them I know have no idea where their business is coming from.

    I think for any marketing to businesses in small communities, you really have to have a feel for what other advertising/promotion products they are using, what the rates and the reach are, and how you can fill in the gap and compete.

    It also depends on how on the ball the local competitors in a particular industry are. If there is a business that is really working on promoting their site and marketing online, the rest will have to do the same or fall behind.

    Another idea is to have a community portal that you rank as an authority for that area. I have one and I have some businesses that all it's taken is a link from my site to pull them up to the top three for "keyword area" because the competition is so low.
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