If you have a business in Phoenix that you want to make easy to find online, search engine optimization (SEO) is an important process to invest in. You can find plenty of details about how to optimize all over the internet, but you mustn’t fall into the trap of neglecting to give your keywords the careful study that they need.
Different visitors are going to reach your site with different search queries depending on what they’re looking for. Your optimization strategy — in fact, your whole marketing effort — needs to account for this principle. People who are doing research to try and select a product or service will use general keywords, while people who are ready to buy will use more specific ones.
For example, someone who’s making up his or her mind about a new camera might search for “mirrorless cameras” to learn more about this sort of product. A motivated buyer who’s already done all of his or her research might use a search string like “Olympus OMD EM10.” You can use this principle to shape your optimization.
Optimize straightforward sales pages towards these longer, more specific keywords. You can target more general keywords with informative pages on your site, such as blog posts. By diversifying your optimization plans, you can target multiple types of visitors and rank highly for many different search terms which are relevant to your site.
Of course, you need to bear in mind that your choice of keywords is also going to strongly influence the difficulty of improving your ranking on the search engine results pages. Very general keywords will obviously have a lot of competition for the top spots, while very specific ones will be less competitive. Speaking very generally, specific keywords also generate less traffic — though there are exceptions.
A smart optimization strategy should focus on just a few broad keywords and employ them extensively all over your site. You can chase many specific keywords at the same time, since improving your rankings on these terms is easier. This should give you the traffic boost you’re looking for across a nice range of useful keywords. Remember that good optimization takes both time and insight; making an effort to choose your keywords carefully is a very important part of the process!
