If horizontal SaaS could be characterized as niche features for broad audiences, vertical SaaS could be thought of as broad features for niche audiences.
“We don’t have a lot of keywords to target … but that means we can focus on driving quality content to the keywords we have available. I see that as more of a benefit: we have high-quality, educational content out there.”
The performance of many search articles can be improved by deliberately targeting secondary keywords: relevant long-tail keyword variations that don’t warrant a standalone article. In isolation, these keywords rarely generate more than a handful of visitors per month, but in aggregate, they can add hundreds of monthly visits.
SimpleLegal’s article 34 top legal blogs to follow in 2021 is an example of this strategy in action. By deliberately targeting 10 secondary keywords, traffic climbed from 43 pageviews and 9 ranking keywords to 3,096 pageviews and over 1,000 ranking keywords:
By widening the focus of the article beyond the original topic—in-house legal blogs—to include other legal disciplines, SimpleLegal was able to target a suite of relevant secondary keywords and dramatically increase the search potential for the article:
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