The author lays out an example that illustrates the problem. He takes the theoretical idea of sellers of greenhouse kits and dissects the various markets that could be looking for those kits. Then, looking at the results, he points out how these kits do not address any specific needs, but are more generally speaking over each other.
The way to dominate a niche, the author says, is to first identify which niches your product fits best in. From there, he recommends:
- For each keyword, choose a niche
- Empathize with your niche
- Study the SERP
- Write ads for your niche
- Test the ads
- Make sure your attention to the niche is deeper than just an ad-- optimize the pages
The author concludes, the big mind shift required is a willingness to serve a few people extremely well, rather than serving a lot of people in a mediocre fashion. At that point, you may find the SERP full of potential business partners rather than cut-throat competitors.
What do you think? Has your product been fitted to a specific niche? How has this affected your ranking in the SERPs?