We all love Netflix binge-watching now, but do you remember how you first learned about Netflix? I’m guessing it wasn’t by typing “DVD mail rental subscription” into Google on a whim.

And that represents a similar challenge for any business with a new or disruptive idea: how do you build engagement for something nobody knows exists?

Luckily, there is an audience for Physio Suggest your product or service, regardless if they already know it. And you do have a category, regardless of its keyword volume.

Free photo a young woman at a doctors appointment with a rehabilitologistMuch like paid search practitioners occasionally like to borrow competitor clout and poach traffic by bidding on brand terms, SEO professionals who are growing brands in new markets need to look at poaching the demand that already exists for related markets – and then explain why their brand is a great alternative.