Big fish sometimes disguise themselves as small fish.
And that’s good news if you’re trying to generate leads through your website.
Let’s say you are a landscape designer.
You want more landscape design jobs; the big ones that include pool and backyard designs that are worth at least $20,000 to your business.
Keyword research shows us that “landscape design” gets searched 60,500 times per month on average in the US.
But, the words “landscape” and “design” are included in more than 35,000 variations of searches (see below):
So what does this mean?
It means “landscape design” is a huge topic. And we haven’t even considered words you could categorize under that term that don’t include the words ‘landscape’ or ‘design’.
The bigger the lake you are fishing in, the bigger the fish. And there’s usually more fish, too.
But, in order for you to catch the big fish (the jobs worth the big money), you’ll likely have to cast a wide net…. or “cover your topic well.”
Google has all this data and they understand how big the topic of landscape design is.
Let’s say you want to get “landscape design” leads, but you don’t have a lot of information on your site about landscape design; simply just that you do it.
Why would Google recommend you for that search?
Because it’s such a broad topic and Google isn’t exactly sure what someone is looking for when they search just “landscape design” they are going to recommend the website that best covers the topic and matches the searchers possible intentions best.
Part of the vast topic of landscape design is “outdoor lighting.”
It’s a service that, by itself, isn’t worth a lot to landscape design companies.
The conversation we often have with customers goes like this:
“Those are small fish. We don’t care to rank for those keywords. We do that work, but it’s just one small part of an entire ‘landscape design’ project“.
To that we say, “Okay, but, isn’t it possible that someone that needs the whole landscape design project might just happen to be searching for a company that does really awesome outdoor lighting, because they care about that?”
To which they say, “Yes, it’s possible.”
And so the big fish has disguised themselves as a small fish and you may have missed your opportunity to reel in a big one because you didn’t care to cover your topic well, which includes talking about the less valuable sub-topics.
Consider your searcher and care more about their journey as they go “fishing” for a solution. If you don’t, you won’t be found.