(This post was written by Jeremy Rivera, an SEO consultant based out of Nashville, Tennessee.)
The small, weird city that was Nashville in the 80’s and nineties has evolved into a burgeoning hotspot of business, tourism and entrepreneurship. The majority of people you meet generally have two things in common. First, they’re very likely to have more musical talent than the average US citizen but they’re also very likely to have moved to Nashville in the past 5-10 years.
With this much growth, 2-10 new people moving to the city every single day of the week, you’re getting a whole boatload of people unfamiliar with the city…and that means a whole boatload of opportunity for optimizing your business to capture that potential clientele.
Harnessing The Power Of Unfamiliarity
The truth is that even the rare unicorns who grew up in and still live in Nashville couldn’t possibly keep up with the growth and addition of new restaurants, businesses, industries and services available throughout the Nashville metro.
Over 60 new restaurants came into being in the past year, and while some didn’t make it to the second, there is a new crop. New talent in various industries beyond the music business are also arriving in droves, which is driving the home market like mad.
If you’re thinking about your SEO strategy, then open up a keyword volume tool like Ahrefs, SEMrush or Raven Tools and start brainstorming all of the potential queries you think might be used to find your business. You can then plug those into this handy Google sheet to calculate the potential revenue value of that traffic to your business.
Creating Shared Growth
So with all this wild growth, it would seem like it’d be a hard time for businesses to get their “time in the sun” but it doesn’t have to be a cut throat experience. If you want to grow and find a place in search results for those queries you researched you’re going to need links. Lots of hyperlinks from other sites to yours.
The best way to create links is to forge alliances with other non-competing professionals who also are targeting your potential audience. If you’re in sound production, then getting to know the local audio hardware shop and who runs their website would be a solid move. If you’re a Realtor, then creating a guest authored blog post for a home inspector would be a good idea.
Basically, you want to multiply your marketing budget’s effectiveness by gaining access to the audience that other related but not competing businesses have built! It’s like this city in general, if we want our new growth to be a positive force then we have to work together and not try to do things on our own.