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Competition Is Better Than Good

by | Oct 5, 2012 | Blog, Keyword Research, Product Creation | 12 comments

Competition Is GreatWhen I was around seven, we lived in Paris for a year or so.

I went to this school, where each day, the 200 or so kids assembled in the main hall, then every one went off to their respective classrooms.

On this one day, I came in, and the assembly hall was deserted.  I assumed I was super early, and sat down to wait for everyone to come.

But nobody came, except the kindly janitor that promptly accompanied me to where I was really supposed to be.

I think of that incident when I’m doing market research for a product to create.

First, there’s that false feeling of elation – wow, I’m the first!! No one else is here! I get to grab the prime spot!

This is analogous to writing an article targeting a keyword with a search volume of, say, 10.

You will definitely be on the first page of Google in less than an hour, but guess what? No one will see you on that first page except yourself, and may be your cat.

Just like the kindly janitor, may be someone will find your article and product by accident, but that’s it.  The crowds that are supposed to be there by design will never show up.

Narrowing down to a niche, even a nano-niche is great.  Just make sure there is crowd.  Here are some ways of ensuring you have a crowd, and viable market:

There are more than a handful of products

If you are creating the first product, chances are nobody is interested.  Yes, there is a tiny, infinitesimally small chance that you came upon something everyone really needs, but didn’t know they needed till you create it (think iPad), but chances are … not.

On the other hand, if there are a lot of products in that niche, meaning there’s competition, you can be assured that there is market.

There are tons of ads

When you put in your keyword in the search engines, the search results are led by sponsored results, and you see a nice list of ads down the right hand side of the screen, next to the organic search results.

On the other hand, if there are no ads, and the search results page looks nice and un-busy, chances are there isn’t much of a paid market.

There are tons of books

Over on Amazon, when you search for the same keywords, there are a lot of books that closely match the keyword.  In fact, if you did through the categories down the side of the screen, there might even be a sub-category dedicated to it.

Doing a tag search with your keyword should also turn up a whole bunch of closely related results.

There is at least one thriving discussion board

If there is an active forum on the subject of your product, and by active, I mean several dozen posts in the last day, then there’s good chance you have a viable market.

The more frequent the posts the better, and the more sub-topics and threads the better.

If you can’t find anywhere crowds congregate to discuss the subject, be it a discussion board, a Facebook group or a Ning community, may be you need to rethink your product idea.

Once you’ve made a decision to go the product creation route, make sure there will be someone on the other end, waiting for it to consume.

Finding competition in the area you want to pursue is excellent news, and should be considered a nice, big green light to go ahead.

On the other hand, finding yourself with no competition, all dressed up and alone in the assembly hall could dampen your enthusiasm for creating digital assets.

And you might not find a kindly janitor to take you to the right room.