Keyword Value Pyramid

Posted: December 14, 2011 in SEO

One of the most fatal flaws of many S.E.O. 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 S.E.O. forums you often hear many posts about 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 the 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 it means that you need to use aggressive techniques to try to rank. Problems 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.

Keyword Value Pyramid
As you can see from the image, the more we target on our specific market the greater value we can extract from our sites. I am not suggesting always trying to use free online Texas holdem software download over and over again, but by scattering those various words throughout your copy you may be able to rank for many related phrases.

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