This centers around finding an underserved market that is being ignored by your competitors. Serving this market often brings in revenue quickly allowing the marketer to expand operations.

Go Where They Are Not is a strategy most-often utilized by new companies or underdog companies in a market. The goal here is to get revenue coming in to the company, build peace of mind with the CEO/Owner, and establish a good base of customers before taking on a larger, more competitive market.

Especially when we look at MSA’s or major metropolitan areas we see that most often the search queries that include a geo-concatenate are centered around one city. If this strategy is being applied to an SEO campaign then it would be done so in a way that targets the locations of a business in cities or neighborhoods with the lowest competition and highest search volume.

This strategy can also be used to help a company figure out which products to highlight and focus on by finding products that competitors are putting less attention on and that bring in high margins. A company can then focus on those products for their sales.

Pros vs. Cons
Pros: Brings in revenue quickly and establishes dominance in a smaller market

Cons: Requires lots of data and careful planning, moving all resources to smaller markets can lead to a revenue trap (i.e. making revenue but not enough profit to grow the business).