I hear this question more often than I would like to admit and the root of the problem is more often than not…niche websites.
Now, it really should be pointed out that “niche marketing” isn’t necessarily the same as building “niche websites”. This is where most webmasters get confused.
Most webmaster, especially new ones think in terms of old school sniper sites that were based around highly refined niche websites with a handful of interlinked articles about the niche subject.
Actually, not too long ago, these sites worked well and dominated search results, many of them being based around EMDs or Exact Match Domains.
Unfortunately, the truth of the matter is the fact that these types of sites are a bit on the lean site and are rarely updated, if they are true niche sites.
EMD Takes Its Toll
The EMD update to the Google algorithm is what really pounded these sites. Google has openly stated that keyword-based domain names have been lessened with respect to any extra authority they were given in the past with respect to being hosted under an EMD.
For this reason, many sites that previously enjoyed nice SERP rankings, find/found themselves tumbling out of site with respect to the rankings for their keywords that they previously enjoyed.
Niche Marketing – Post EMD
Post EMD niche marketing will, of course, now be re-defined with one word: “Authority”.
Yes, the sites we all loathe building because they just take so much darn work. Authority sites, as you know, are the exact opposite of niche or sniper sites. Authority sites follow the following protocol:
- They Are Rich In Fresh Content – Authority sites are updated regularly. Generally, this means daily and in some cases multiple times per day. Who can write all of that? Obviously, this requires multiple authors.
- They Cover Broad Niches – Authority sites cover broad niches because if sites are to be updated regularly, they need subjects to write about. I mean, really, there are only so many articles one can write about “One Niche Product” without spamming.
- They Don’t Put All Of Their Eggs In One Basket – With respect to anything: keywords targeted, optimization for certain platforms, products targeted, lead avenues, communication avenues. This is why all sites built optin lists of subscribers.
The upside is that you can focus your efforts on one site without having to worry about managing tens or hundreds of sites. Authority sites always do better. If you have niche sites that are failing, pick out the ones that have potential and build them into authority sites. Add more content. Invite guest posters. Diversity your traffic sources away from Google.
Even though niche sites have taken a pounding, niche marketing will never die, it will simply be taken over by authority sites.