Search engines are just one source of business – and, as you point out, not always the best primary source, depending on the business. It’s good to see that you are finding alternate outlets that will work better for you.

I’m curious to know how you arrived at the conclusion that

The obvious keywords that marketing directors for outdoors companies might use are along the lines of ‘outdoors copywriter.’

Maybe, but if you actually research that phrase you’ll find that it gets less than one search per month. Actual research suggests the type of copywriter – such as ‘website copywriter’ or ‘seo copywriter’, for example, or the location of the copywriter – ‘atlanta copywriter’ – for example, are used far more frequently in search.

Admittedly, narrow niche markets aren’t going to show a lot of search volume. If you had arrived at your conclusion based on what prospects or clients told you – at trade shows, on the phone, etc. – then I would enthusiastically agree.

Keyword research is an essential foundation for ‘working the SEO angle.’ My advice would be to make the time to do it right (or pay to have it done right) before wasting time and effort on trying to do anything SEO-related for the wrong keywords.

Your phone and in-person contacts have great potential for finding those keywords – and for finding out if your prospects use search to find providers like you.

Randy

Sometimes what keyword research doesn’t tell you is just as important as what it does tell you — especially if you combine your keyword research with good old fashioned person-to-person market research.

For example, one niche I’m focusing on right now for my copywriting business is the outdoors industry (hunting, fishing, camping, watersports, etc.). The obvious keywords that marketing directors for outdoors companies might use are along the lines of “outdoors copywriter.” And, if you put those words into Google … there I am on page 1, rank 3-7.

But I’ve discovered that those either aren’t the right keywords or (more likely) a Google search isn’t the main method that marketing directors for these types of companies use to find copywriters.

After getting on the horn with the people who work with my contacts, I learned better strategies for connecting with the kinds of people I want to work for.

Connections with the outdoors-industry press and trade shows are probably faster routes to the kind of clients that I’m looking for in that niche, but I’m still working the SEO angle, too, with articles, blogging, and a new YouTube video project.

There may still be some not-so obvious AHA keywords out there for me, but until I find them, I’m not waiting around for the search engines to help my business grow.