Search Engine Keyword Tools
Initial keyword choice and ongoing optimization for best performing keywords
is perhaps the aspect of search engine optimization that many SEO companies don't
do well. This is an area of SEO that requires a good deal of skill and patience.
If you look at the example chart below, you'll notice that this particular
site derives visits from many different keyword phrases. In fact, it derives visits
from 1640 unique keywords every month. Its top keyword phrase generates only 14%
of its total search engine referals. That is much high than normal. Typically,
your top keyword phrase might only generate 3 to 5% of total search engine referals.
Obsessing over your top phrase is usually unwarranted, even if that popular
phrase creates excellent referals. Many clients are surprised to find that when
they rank at the top for that coveted single phrase, that the added business isn't
as signficant as they'd anticipated. They assumed, because of all the hype over
the top keyword phrases that top rankings on those single keywords or single keyword
phrases would result in a windfall.
Popular keywords are important to have, however you can generate excellent
referals from less used phrases that involve 2 to 5 keywords. In the case of the
mutual funds company below, we discover that the referals from fidelity mutual
funds is actually outperforming mutual funds in the real revenue
it generates for them. Therefore, revising the site's strategic emphasis on a
variety of keyword phrases that use the words fidelity mutual funds will
generate a larger number of highly qualified customers. It requires more planning
and effort on the part of the SEO but the results are usually worth it, especially
if your budget for SEO is not up there with the major players in this industry.
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