Saturday, 4 February 2012

Specialized Keyword Phrases Convert Better

The more specialized or targeted your keyword phrase is, the more targeted your
audience, the more qualified the potential traffic, and hence the greater the potential
sales conversion rate will be on your site. Do not discount keywords just because
KeywordDiscovery or WordTracker shows a low traffic value - singly they may not
bring much traffic but collectively they can. A large percentage of search is very
targeted and specific using multiple words – this is the vaunted “Long Tail”.

Don’t try to rank highly on one-word and even competitive 2-word phrases - instead
try 3, 4 and 5-word phrases. These are MUCH easier to rank well for because the
majority of your competitors are all chasing the same generic words and aren't
thinking about digging deeper. One easy way to get more specific is to put a
geographic modifier in the keyword phrase (if applicable to you). If you are a
veterinarian in Seattle for example, stop trying to optimize for the competitive
“veterinary clinics” phrase and instead try for “Seattle veterinary clinics” since your
business is confined to that geographical area anyway.

Put another way, focus on depth, not breadth on your site.

General Keyword Strategy

Now that you have your list of best and most important keyword phrases, here is the
general strategy of how to use them on your web pages. Exactly how to optimize
your use of keywords on your web pages is the subject of the next section.

The general rule of thumb is that you optimize each page for ideally no more
than two different keyword phrases.

Each page should include your Primary Keyword Phrase. Your home page should
also contain your best Secondary Keyword Phrase. Each product, service, or content
page should also contain the best specific variation to your Primary Keyword Phrase.

Because your home page is generally the one that gets the highest ranking, and is
linked to most from other sites, you need to place special emphasis on the use of
your Primary Keyword Phrase there. Your home page will then link to other pages on
your site that contain (and are optimized for) your other, more specific, keyword

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