This is probably one of the toughest things I come up against. There are a few examples I can talk about.
Firstly “physiotherapy in Ripon” which I tried to help AVA Physiotherapy with around a year ago – they are ranking well now, but there still isn’t any demand there.
Secondly my brother in law, Marcus’, jazz band – you would no believe how little search volume there is for jazz bands in the north yorkshire area!
And today, as part of one my surveys I sent out, I found that Tom Bathgate has a similar problem, he is providing singing lessons in Edinburgh using a new technique called Speech Level Singing. He’s doing all the right things, he’s done his keyword research, run through the Yoast WordPress SEO guide, but what else can you do in a situation like this?
1. Try and rank for your competitors’ brand names
In this instance Tom could try ranking for his nearest competitor (Absolute Pitch Coaching), my jazz band is probably best off ranking for Saxandhoney.
2. Try to rank for related keywords
For example, with Frankly Jazz I’ve started creating a wedding directory, this has two purposes, firstly it allows them to exchange links by creating a really high quality resource for the couple to be, secondly it also enables them to rank for venue/place names such as “Northallerton wedding venue”. Tom could maybe try something similar to this, unfortunately I don’t know the singing profession well enough.
To be honest though, in these cases, there are often better ways of promoting yourself both online and offline. It’s best we remember that SEO is only a small part of the arsenal at your disposal when promoting a business, SEO is not the be all and end all and a total reliance on SEO is risky.