Niche Market - keyword research

Posted May 12, 2021 in
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I feel like I'm in somewhat of a niche market as the marketing director for an air medical company.  We provide pilots/mechanics for air medical aircraft (mostly helicopters). 

I downloaded the "how to do keyword research" playbook and I can't seem to hone in on keywords that have really high search volume besides:
  • how much is a helicopter
  • helicopter parts
  • and a few airframe specific searches

And those are in relation to completions, which we also do. 

How do you go about finding your keywords when it seems no one is doing much searching?  I am hoping to use data like this to get my team on board with more content, but I'm a little disheartened.  Most of the search volume for phrases like "aircraft operations," "children's hospital helicopter," or "helicopter maintenance" are around 140 - 210 volume.
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Connor DeLaney
Awesome questions  KRISTEN KING ! Search volume can be a tricky thing for more niche markets. Do you have anything on your website that asks "How did you find us?" Sometimes those queries can give you hints as to where they actually found your website or services which can then backtrack into the keywords they used to get there. 

Brian Casey Kevin Church Adam Stahl  any additional tips for digging into those niche keywords searches? 
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KRISTEN KING
Is there a good keyword research course to take?  I've read the keyword research playbook which is great.  Just making sure I've got my hands on all the resources.
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KRISTEN KING
Thanks - we don't ask how they find us, but I may implement that
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Kevin Church
This is a very tricky market!  With such low volume around specifics related to this topic (I suspect many of them follow in that 0-10 searches a month zone that tools like SEMRush fail at,) I think the best approach is what Connor suggests: actually ask your customers an optional question when getting their information or following up with them: "We're always looking to make our experience better. Is there anything you didn't find while searching on our site?"

I'm also very fond of asking questions in Google and seeing what else it serves up in the "People Also Ask" section.


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KRISTEN KING
Thank yoU!
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Adam Stahl
That's always a delicate balance. The two thoughts I had specific to search volume and keywords chewing on this were:

- Even with a low search volume, if you're able to regularly achieve a high conversion rate of those visitors it may be worthwhile if those are the things you know your niche buyers are specifically looking for. It's more of a quality vs. quantity play but that will also need to factor in your goals and if that's a feasible way to help achieve them.

- With the larger keyword volumes that may be more general than your offerings, you could consider writing content for those keywords that would also include nods to your niche. This is purely for example as I know nothing about your industry but for example: if one of those high volume long tail keywords is "how to hire a pilot", you could write something like "best practices for hiring a pilot" and have a section in there that speaks to that there are specific considerations to be aware of when dealing with air medical aircraft. This may have a higher bounce rate and lower conversions than the other route but may pull more overall traffic.
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KRISTEN KING
Thanks for your reply,  Adam Stahl !  I'm thinking that too - even if the volume isn't high, if the people searching are specifically looking for what we offer, it will be worth it.  
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Aurelie Giard
Very interesting discussion, thank you all!
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