Now, it may not happen a lot, but every so often an Internet entrepreneur comes up with a business idea that is so totally unique that it doesn’t fall into the usual search engine request categories. Particular startups, niche products or other distinctive items you might be promoting may easily make their way to the top of search engine results, but if consumers aren’t looking for them yet, that’s not really going to help, is it? So, what is a marketer to do?

Of course, there are ways to attract consumers that don’t depend on search traffic. Options like writing articles, social media marketing, email blasts, blog posts and so forth, can garner interest in a new product or service without relying on organic search engine requests. However, you shouldn’t give up on gaining traffic through SEO efforts –just realize that you have to be a little crafty about it.

When you’re selecting keywords for your new, unique product or service, try using those that apply to markets that are similar to yours. Although they may not correlate directly to what you’re selling, they’ll get you into search results for things that people are actually searching for and extend your reach to potentially viable consumers. Even if there isn’t already a product on the market that you can hitch your services to, most likely you can find something that is similar enough that you would still be relevant to the folks doing the searching.

In cases when you can’t really find a product or service out there that is similar enough to yours, change your focus and think instead of your target market. What other kinds of things are they searching for? Think of their demographic aspects – age, gender, income, location, etc. – and redirect your efforts toward relatable content that will attract their interest. Once you get their attention, you can then introduce them to your cool, one-of-a-kind product or service that they don’t even know they need … yet.

Don’t be discouraged if your product or service fails to amass a huge search volume. Think outside of the search engine box and use that clever brain of yours to come up with marketing ideas that are just as unique as your super awesome product.