Why Do Niche Websites Have An Unfair Seo Advantage?
By Brian Carter, Fri Dec 23rd

Long gone are the days when experts shouted to us from thehilltops not to build portal websites anymore. Everyone knowsyou can't build a website about everything and expect to getanywhere. Just like in real life, a jack of all trades is masterof none. Blogs tend to be this way, too - niche focused.

So most have switched to niche. Further, the question isn'twhether you occupy a niche, but how much obscure arcane stuffyou know about it, how much of an expert you are about it, howyou live and breathe it, and if you have a forum full ofco-enthusiasts.

For example, I have been known to spend a fair amount of timethe niche website, FullSizeBronco.com (FSB). I bought a 1980Ford Bronco and I'd like to get it running better so I can goout and 4x4 confidently. FSB is primarily a forum, but that'splenty. There are some real gearheads on there - these peopleknow exactly what part I mean if I'm debating whether to go withan 8.8, 9, or 10.25. Or if I want to swap a 351 for a 302. Theyknow and talk about all things Bronco.

So is it any surprise that when I search Google for 'fordbronco', they come up on the first page?

No. But why? Well, it doesn't hurt that Google has indexed about90,000 pages on their site. The number of pages in your site isclearly a factor in Google's algorithm. 90,000 isn't on theorder of CNN.com's 5.5 million, but it's significant.

The FSB website doesn't use SEO as we might conventionallyunderstand it. Though it uses meta keywords, they are the samethroughout the site, as is the {title} tag. Without SEO, FSB hasmanaged a 5/10 pagerank, and that's pretty good. This is 100%genuine pagerank that came from just doing what a good site does.

What does a good site naturally do that we SEO folk should knowabout?

1. It uses major keywords with natural frequency (no spamming)2. It uses the keywords commonly related to the main keyword

Another website/forum with the same natural lack of SEO isMathForum.org. MathForum.org has an 8/10 pagerank, contains 2.15million pages, and has 11,600 backlinks. Clearly, the number ofpages in a site and number of backlinks are a factor in thehomepage's pagerank.

But pagerank isn't the only thing that determines search resultrankings. For example, when you search Google for "ford bronco",FSB has the highest PR in the top 10 results, yet it's #10.There are two PR 3 URLs ahead of it. What makes a site come outon top within its niche can be baffling...

What

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makes it certain that your niche site will beat otherrandom sites that have only a few pages on your topic is thenatural usage of major keywords and related keywords site-wide.For example, the URLs of 12 of the top 15 Google results for"ford bronco" contain the word 'bronco'. They all have 'bronco'in their {title} tags.

But what about these ancillary, or related keywords- what do Imean by that? SEO professionals have been talking for more thana year about the importance of including words that should showup naturally with whatever topic you write about. You can findthese related words by scanning results from the Google keywordtool, Overture search suggestion tool, and Google search results.

For example, some related words and phrases for 'ford bronco'are: parts, for sale, new, transmission, early, xlt, lift,pictures, body, used, soft tops, radius arm, transfer case, andof course, a whole bunch of production years.

Using related keywords has more than an SEO benefit. Not onlycould this improve your search engine rankings, but you alsomake your content more comprehensive. And related keywords arepoints of reference in your readers' minds - they help themtriangulate where you're coming from, and where you're going.It'll make your content more readable, understandable, andsatisfying.

About the author:Since 1999, San Diego SEO Consultant Brian B. Carter, MS, hasreached more than 2 million readers online. His most popularsite ranks in the top 1% of all major websites. Brian's secondbook, "How I Made $78,024.44 in Six Months Using the NewestSecrets of AdSense and Overlooked Keywords" will be available inOctober, 2005. For more, seehttp://ranking-high-on-search-engines.com/