Horizontal niching isn’t for everyone. But if you’re bored of one market, hate competing with yourself, or want more growth levers, Jonny’s playbook is worth checking out.

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5. Grow through “adjacent vertical clusters” rather than random jumps

Jonny expanded horizontally by targeting related niches — like moving from guitar courses → bass courses → music education. This approach sped up onboarding, made case studies more relevant, and built prospect trust faster.

4. Use domain-specific subcontractors to fill knowledge gaps

Jonny tapped a network of vetted, specialized writers whenever his team lacked in-house subject expertise.
That way, the team could focus on the service they excel at, while delivering content tailored to each niche audience.

3. Avoid internal competition by not working with direct competitors

By never taking two clients in the same vertical, Jonny positioned himself as 100% committed to each client's win. And turned that into an easy sales-call differentiator.

2. Leverage transferable results between industries

He pitched new clients by connecting wins in one market to the prospect’s situation. For example: We ranked a custom t-shirt brand #1, so our approach can work for your apparel line too.

1. Specialize in a core service, not a single industry

Instead of going “vertical” and serving one type of client (e.g., lawyers), Jonny focused on one SEO discipline: Content-SEO, and offered it across multiple industries.