by Patricia Mayo

I don’t know who got the bright idea to spread this nasty rumor - but everyone seems to think the only concepts worth pursuing are the ones with a lot of people searching. It’s the dumbest unwritten rule of all time.


Photo by Sanja Gjenero

How can you expect to represent authority and stand out if you’re not doing something original? You have to lead the pack - and I’m sorry to say, leading the pack is one heck of a lonely thing to do!

Besides, anyone with half a brain cell - even SEO pros themselves - know you can’t rely entirely on search engine marketing. And if you don’t know why yet, allow me to show you.

Search is (Almost) Dead

Over two thirds of all people trust one source above all else - a peer, someone just like them. Compare that to half of all people who trust search results - down from what was two thirds of all people.

Part of the reason why confidence dropped is search result quality plummeted, thanks in large part to spammers - but there’s another reason.

Before the advent of things like social bookmarking, social networking, and all the other social media this-and-that, it was much harder to get a personal recommendation.

Therefore, it stands to reason people aren’t searching for what they want anymore. So why in the heck are you basing demand on estimated daily search queries?!

Go To a Real Pool & Stick Your Foot in Already!

A few weeks ago I checked to see if anyone was interested in a free ebook on how to communicate effectively with virtual assistants. As I found out - there’s a pretty high demand for it.

And you might call me stupid for announcing my idea to the world like this - but I’m not afraid. If anyone wants to try and compete with the highly valuable information I’m about to unload in that ebook… well, nobody ever said futility was illegal.

I wouldn’t have known there was such a demand from the estimated daily search queries… which total a whopping ZERO. There’s also a grand total of 1 search result in my niche. So guess what I get to do?

Word Association

If I say “good to the last drop” - what am I talking about? Folger’s Coffee of course. Who is “The Easy Button”? Staples, right?

Their brands have successfully done what every marketing agency aims to do - claimed a corner of your brain real estate. Since nobody is touching this niche, my branding will dominate.

If I do it right, my branding will be catchy. People will pick up my catch phrases and use them in their writing, and since it was catchy enough to get picked up by those people, then it will stick to the people who read it, and whenever they search for that catch phrase - my branding will dominate.

And I, the lonely person leading the pack, will have gone viral.

So please, go ahead, only build things people are searching for - and I’ll just sit in my nonexistent markets beating you to the next big thing, every single time.



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