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99 expect people to type in the browser to find your site? If you were looking for your product, what would you type? What types of problems does your product or service solve? Those answers are likely good keyword phrases. Keyword Length A longer search phrase is typically associated with better targeting and increased consumer desire. Some people say shorter keyword searchers are shoppers and longer keyword searchers are buyers. As you add various relevant descriptive copy to pages, you are more likely to appear in search results similar to your keywords that do not exactly match your more generic root-term keywords. Most good keyword phrases are generally two to five words. Keyword Value Pyramid One of the most fatal flaws of many SEO campaigns is that people think they need to rank well for one term or a few generic terms. Generic terms may occasionally convert, but most strong-converting search terms are specific. If you read SEO forums you often hear many posts about something like a San Diego real estate agent no longer ranking for a generic term such as real estate. Since the term is too generic for most of his target market (and his service would not be fitting for most people searching for that term), it makes sense that search engines would not want to show his site in those search results. As search continues to evolve, it will get better at filtering out untargeted or inappropriate sites. Targeting generic terms outside of your area means that you need to use aggressive techniques to try to rank. There are several problems that can go along with being too aggressive: • Targeting exceptionally generic terms may not add much value, since the leads are not strongly qualified. Paying extra to rank for more generic terms may not be a cost that is justified unless you can resell those leads at a profit. • Being exceptionally aggressive raises your risk profile and makes your site more likely to fluctuate in rankings when new search algorithms are rolled out. • Some of the best value is at the bottom of the keyword pyramid. If you spend too much time focused too broadly on the top you may miss some of the exceptional value on the bottom.

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