There is a piece of conventional wisdom in business, particularly in the B2B environment, that you need to pick a very Narrow Niche and dominate it in order to be successful. The idea is that if you have finite resources, you should focus them on a very narrow section of the market instead of spreading your efforts over a wide area. This concept certainly holds true when we consider that B2B clients are more likely to pay a premium for an 'expert' rather than a 'generalist'.

This type of a marketing strategy is actually very well suited to search engine optimization (SEO). By narrowing the scope of the niche to a very limited number of keywords, companies are able to focus their dollars on targeting these few keywords.

Given that the focus is on a narrow niche, that means that there are likely to be relatively few people that will find the business online. However, the focus allows the company to not only show up on the first page of the major search engine for their keywords, but in fact to be the only natural search result on the first page. That is what is meant by dominating the niche. Not only does the company capture the vast majority of the traffic, but it instantly has huge credibility in the user's mind due to the fact that there does not appear to be any competition in that narrow niche, thereby increasing the chances of conversion. Moreover, because the advertiser is now regarded as an 'expert', they can charge a premium for their time.