I'm an indie developer based in China. Most of my projects are browser games — physics puzzles, sorting games, two-player titles. But one of the most interesting things I've built has nothing to do with games at all.
It's a dog names site.
iDogNames.com now has over 11,000 dog names searchable by breed, origin, coat color, and meaning. It gets consistent organic traffic. And it started entirely from keyword research, not from any personal passion for dog names.
Here's how the thinking went.
The Problem with Competitive Niches
When I was looking for new content site opportunities, I kept running into the same wall: anything with obvious commercial value was already dominated by large publishers with enormous content budgets. "Best dog food", "puppy training tips", "dog breeds" — these are all real search categories, but ranking for them as a solo developer with no content team is not realistic.
What keyword research actually reveals, if you look carefully enough, is not just where the traffic is — it's where the traffic is relative to the competition. High traffic with low competition is the obvious target. But that combination is rare.
The more interesting question is: where is there consistent, specific demand that large publishers haven't bothered to serve well?
The Long Tail of Naming Queries
Dog name queries turned out to be a surprisingly good answer to that question.
The obvious terms — "dog names", "puppy names", "cute dog names" — are competitive. Large pet content sites rank for these and they're not worth targeting directly.
But dog name queries have an unusually long tail. People don't just search for "dog names". They search for:
- "Romanian dog names"
- "dog names that mean shadow"
- "names for black mouth cur dogs"
- "Amish dog names"
- "dog names inspired by Broadway musicals"
Each of these is a small query. But there are hundreds of them. And most of them are served poorly — generic name lists with no real depth, or large sites that mention the topic once in a listicle and move on.
The pattern I was looking for: specific intent, real search volume, weak existing results. Dog name queries fit this pattern well across hundreds of variations.
What "Weak Existing Results" Actually Means
This is worth being specific about, because "low competition" means different things depending on what you're building.
For a content site targeting informational queries, weak existing results means:
- The top results are generic pages that don't specifically address the query
- Large domain authority sites are ranking but with thin, unspecific content
- No dedicated resource exists for this specific combination of topic and modifier
"Romanian dog names" is a good example. When I looked at this query, the top results were generic dog name lists that happened to mention Romanian names in passing, or articles about Romanian dog breeds with a name section appended. There was no page built specifically around Romanian dog names with real depth — cultural context, name meanings, male and female options.
That's the gap. Not "nobody is ranking" — there are always results — but "nobody has built the right page for this specific query."
Building for the Long Tail at Scale
The insight that made iDogNames work as a project rather than a single article is that the long tail of naming queries is consistent in structure.
Almost every naming query follows a pattern: [modifier] + dog names. The modifier can be a breed, an origin country, a color, a meaning, a theme, a holiday, a cultural reference. If you can build a system that generates good pages for each modifier, you can cover the long tail systematically rather than one article at a time.
This changes the economics of the project. Instead of writing 500 individual articles, you build a database and a page template that serves queries well across all the variations. The content work shifts from writing to data curation — which, as a developer, is a much more tractable problem.
What the Traffic Data Actually Shows
The queries that perform best on iDogNames are consistently the specific ones, not the broad ones.
Pages targeting breed-specific queries ("Black Mouth Cur dog names", "Presa Canario dog names") perform well because the intent is very specific — someone just got this breed of dog and wants names that fit. Generic name lists don't serve them as well as a dedicated page.
Cultural and origin queries ("Amish dog names", "Serbian dog names", "Swahili dog names") perform well for the same reason — the searcher has a specific context in mind and wants names that fit that context.
Meaning-based queries ("dog names that mean shadow", "dog names that mean light") perform well because the searcher is approaching the problem from a values or aesthetics perspective and existing results rarely address this directly.
The broad queries — "dog names", "cute dog names" — drive less of the traffic than you might expect. The long tail collectively outperforms the head terms, which is exactly what keyword research predicted.
The Transferable Lesson
The specific niche doesn't matter much. What matters is the pattern:
- Find a category with consistent, specific demand across many query variations
- Look for gaps where specific intent is being served by generic content
- Build a system that covers the long tail at scale rather than targeting individual terms
- Let the data tell you which variations are worth prioritizing
I've applied the same thinking to iCatNames.com and 9BabyNames.com since building iDogNames. The pattern holds — naming queries in general have a long tail that rewards systematic coverage over individual article targeting.
For solo developers looking for content site opportunities, naming niches are worth considering specifically because the query structure is so consistent. The work is in the data curation and the page quality, not in finding angles — the search data tells you exactly what people are looking for.
I build browser games and niche content sites. The games are at PhyFun.com. If you have questions about the keyword research process or the technical side of building iDogNames, happy to discuss in the comments.
