Peter Da Vanzo explains how to break down markets through segments, niches and cells. For example, he explains how segmenting audiences can support search engine marketing by making calls to action more relevant and improving landing page conversions. He lists the five most common segments, defining each, and explains that if one segment is not big enough, two can be combined. He also reminds us to support niche markets, which are similar to segments, but more tightly defined based on needs. He also defines "cells" as "micro-opportunities."