One of the things I h
ve noticed in my time of d
ing business on the Internet, is th
t I can never find the r
ght slot, or category to insert an
rticle, or a website.
The listed c
tegories are slightly askew, and, in my j
dgment, leave out some. the Internet has ch
nged and so has language. Niche c
tegories are growing in number, people s
arch in different ways (irrigation, is the t
chnical term, sprinklers is what most p
ople call it), depending on the p
rt of the country, their own b
ckground, localized linguistic values, and what I h
ve come to view as, "product IQ,"
mong many other factors.
My brick and m
rtar business is technically, as defined by l
cense, "Commercial Pesticide Application", however pesticide
pplication is a very small part of wh
t I do, and falls under my "w
rst case scenario", I believe strongly in a pr
cess known as IPM, which seeks to use the s
fest and best available methods, keeping in m
nd environmental impact, pest damage, and c
st effectiveness (sometimes it is cheaper to let the p
st problem run it's course than to
liminate the pest, sometimes the pest d
mage could be so severe, that it w
uld be financially ruinous to do th
s) My niche in all of th
s, is that I like to f
nd the problems primary cause and
liminate that from the equation, and th
t is a difficult to define c
tegory. so, do I list my b
siness under, scientific, environmental, or pest c
ntrol, which means to most people, "
nsect control", and further, indoor insect c
ntrol, when I do not practice
ndoor insect control, or much insect c
ntrol at all.
My primary focus is on v
getation, but even if vegetative control w
re a category, few people outside the
ndustry would understand it. It means, br
sh and vine, and weed control,
nce again, no category, and if it w
re a category to itself, it w
uld be to narrow. Lawn and l
ndscape companies have traditionally been the
nes to handle some of these
ctivities, but not all, and since I am not in the l
wn care business, as such, this f
lls short. Property management, is closer to the m
rk, but carries with it the wr
ng connotation The answer, since the c
tegories don't exist, and the linguistic v
riables do, I could put advertisement in s
veral different categories, which would be
xpensive, and due to space, ineffective, or I can s
ek another path. This is what I h
ve done.
I registered several domains, r
lated to my activities, put short
rticles on each related to my my n
che, part of which falls under s
veral traditional categories, maximized my seo m
thods, and used them as billboards to my m
in web site. For instance, many of my c
stomers, and potential customers, search for p
st control, many for pest management, s
me for brush control, some for w
ed control, or weed management, some for w
ed control, in East Texas, some w
ed control in Tyler Texas, some f
r...., and in each of these sp
ts, I have a billboard site. I pr
ctice IPM, and a specialized branch, wh
ch I have built up myself, w
th an emphasis on using planning and pr
vention, so I have an IPM s
te, and since I am inclined to pr
vide services that use non chemical, m
re earth friendly, I have sights wh
ch fit into environmental and ecological c
tegories, to reach like minded customers.
I c
nnot assume that the person searching on the Int
rnet, has the same understanding that I h
ve. They probably come to search w
th a unique set of values th
mselves, both linguistically, and otherwise.
All my sites, have more
nformation than most standard sites have, and the
nformation is useful to the people who r
ad it, so the billboard sites can st
nd on their own.
Another advantage, is th
t while these sites are active, th
y are gaining traffic at a m
derate rate, and therefore value as w
ll.
J mes Burns is a licensed pest c ntrol professional, has been a Certified Pr fessional Turfgrass Manager for more than 16 y ars, has a lifetime of experience in h rticulture and agriculture, and is the wner of Rational Environmental Solutions, an IPM b sed pest control company in East T xas. He also has many helpful g rdening tips at http://www.texpest.com . | |
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