Focusing on the right keywords

Depending on the keywords for which you want to get high rankings, you have to employ different tactics. Keywords with less competition require different tactics than keywords with high competition. If you target long keyword phrases with little competition, then the relative value of on-page web page optimization is very high.

For example, if you want to be listed for the search term “buy black adidas samba sneaker in knoxville” then it is enough to optimize one of your web pages for that search term because the competition for that search term is not high. You don’t need many inbound links to get high rankings for that keyphrase. The more competitive the targeted keyword is, the higher is the effect of inbound links on the position of your website in the search results.

Which search engine optimization tactic should you use for your website?

1. The best web page optimization tactic: When you optimize your website, optimize different pages of your website for different keyphrases. Start with longer keyword phrases that don’t have much competition and then proceed with more competitive keywords. For example, start with the keywords “buy sneakers in knoxville”, “buy cowboy boots in knoxville”, “buy pumps in knoxville”, “shoe shop knoxville”, etc. When you have managed to get high rankings for many of these keyphrases, Google will know that your website is relevant to the topic “shoes”.

As soon as Google knows that your website is relevant to the topic, it will be much easier to get high rankings for more competitive keywords such as “buy shoes” or even “shoes”. The more pages of your website you optimize for different but related keywords, the better.

2. The best link building tactic: It’s not always necessary that you have more links than your competitors. You need better links. Try to get links to your website that use the targeted keyphrase as the link text (also called anchor text) and that point to the web page on your website that has been optimized for that keyphrase. Don’t focus on quantity, focus on quality. Getting hundreds of links from a link farm won’t help your website as much a few dozen links from relevant web pages with authority. If your website has both optimized web pages and good inbound links then it will be easy to outrank web pages that only have one factor. 

If you have additional questions about keywords and how important they are to helping your company get found online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com for more information to discuss how I can help you or your company with its search engine optimization, online marketing, or copywriting needs.

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