How To Focus Your SEO & Open Up Your Profit Margins
How To Focus Your SEO & Open Up Your Profit Margins
Many sites make their main keyphrase very obvious. That’s not necessarily bad SEO. The problem cases are those that make it obvious by targeting that keyphrase on Every Single Page.
You know these sites. They have the same title – or very close variations of one – on web page after web page after web page. You can get some use out of these sites by telling friends that you have ESP. Then prove it by telling them what the next web page’s Title will be. And what the next page’s heading will be. And what the next page’s subheading will be. And on and on and on.
Yes, that’s focused. But it’s like using a submachine gun on an archery target. It’s too much and it’s unnecessary. That’s not a focused SEO campaign. That’s a fixated SEO campaign. And it doesn’t go very far outside of that one keyphrase.
If you hit that one keyphrase you are:
1. Overdoing it. Search engines usually don’t credit you that much more for ranking on that keyphrase if you’re targeting it directly on more than 2 or 3 pages. You DO want to focus on the subject/industry/area of that keyphrase throughout the site. But not the same keyphrase over and over.
2. Missing a lot of other keyphrases. And therefore missing a lot of potential profit. There are always variations, different terms, and terminology, your customers are using beyond the top 1 or 2 keyphrases.
Often these less used keywords convert better than those 2 big ones that everyone in your industry is targeting. Therefore the ROI, or profit return, is better on them. Maybe the overall traffic is lower, but the bottom line benefit is higher. It’s not hard to see why you should be hitting a few keyphrases on your site. Not just 1 or 2.
What a Focused SEO Campaign Really Is
Focusing your SEO means directly targeting any one keyphrase on 2 or 3 web pages. Hit them on those pages, then move on to your other keywords. A simple example – the traffic numbers for Winter Jacket, that a dealer might let other keyword opportunities go, like Cold Weather Jacket, Snow Jacket, Winter Coat, etc. It happens more often than you think.
This requires you do keyword research that goes beyond simple brainstorming, but it’s worth your time. It can mean finding new markets you aren’t hitting right now. That translates into new profits and a fuller bottom line.
SEO should focus on both the individual web pages and the site as a whole. The site needs to be centered on your industry or area, while the pages drill down to hit certain keywords. Remember there are different degrees of focus in SEO. You have the important details, but there is a big picture you must build as well. You can be blinded after seeing the traffic numbers for the most popular keywords. Don’t forget the Big Picture.
How To Focus Your SEO Open Up Your Profit Margins - To learn more about this author, visit Jonathan Cook's Website.
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Your SEO should be not only a long-term strategy, it must be a focused one as well. What does that mean? First let me tell you what it DOESN’T mean.
Many sites make their main keyphrase very obvious. That’s not necessarily bad SEO. The problem cases are those that make it obvious by targeting that keyphrase on Every Single Page.
You know these sites. They have the same title – or very close variations of one – on web page after web page after web page. You can get some use out of these sites by telling friends that you have ESP. Then prove it by telling them what the next web page’s Title will be. And what the next page’s heading will be. And what the next page’s subheading will be. And on and on and on.
Yes, that’s focused. But it’s like using a submachine gun on an archery target. It’s too much and it’s unnecessary. That’s not a focused SEO campaign. That’s a fixated SEO campaign. And it doesn’t go very far outside of that one keyphrase.
If you hit that one keyphrase you are:
1. Overdoing it. Search engines usually don’t credit you that much more for ranking on that keyphrase if you’re targeting it directly on more than 2 or 3 pages. You DO want to focus on the subject/industry/area of that keyphrase throughout the site. But not the same keyphrase over and over.
2. Missing a lot of other keyphrases. And therefore missing a lot of potential profit. There are always variations, different terms, and terminology, your customers are using beyond the top 1 or 2 keyphrases.
Often these less used keywords convert better than those 2 big ones that everyone in your industry is targeting. Therefore the ROI, or profit return, is better on them. Maybe the overall traffic is lower, but the bottom line benefit is higher. It’s not hard to see why you should be hitting a few keyphrases on your site. Not just 1 or 2.
What a Focused SEO Campaign Really Is
Focusing your SEO means directly targeting any one keyphrase on 2 or 3 web pages. Hit them on those pages, then move on to your other keywords. A simple example – the traffic numbers for Winter Jacket, that a dealer might let other keyword opportunities go, like Cold Weather Jacket, Snow Jacket, Winter Coat, etc. It happens more often than you think.
This requires you do keyword research that goes beyond simple brainstorming, but it’s worth your time. It can mean finding new markets you aren’t hitting right now. That translates into new profits and a fuller bottom line.
SEO should focus on both the individual web pages and the site as a whole. The site needs to be centered on your industry or area, while the pages drill down to hit certain keywords. Remember there are different degrees of focus in SEO. You have the important details, but there is a big picture you must build as well. You can be blinded after seeing the traffic numbers for the most popular keywords. Don’t forget the Big Picture.
How To Focus Your SEO Open Up Your Profit Margins - To learn more about this author, visit Jonathan Cook's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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