| As a rule of thumb, it's easier and more effective to | | | | Unless you dominate your domain and you have a |
| target keyword phrases than single keywords in your | | | | global presence, you're better of going with a specific |
| SEO web copy. Why? Because: | | | | keyword phrase. For example, when it comes time |
| | | | to write your SEO web copy and meta tags: |
| 1. The more specific the keyword, the fewer | | | | - target "cheap second hand computers" instead of |
| websites there will be targeting it. This means you'll | | | | "computers" |
| move up the rankings faster, and you'll find it easier | | | | - target "tax accountant Sydney" instead of |
| to achieve a high ranking. | | | | "accountant" |
| 2. The search results for the more generic keywords | | | | - target "thai restaurant delivery" instead of |
| tend to be dominated by the big multinationals. E.g. | | | | "restaurant" |
| Search for "computers" and you'll see there are | | | | - target "small blue widgets" instead of "widgets" |
| nearly 200 million results and the top rankings are | | | | - target "direct response copywriter sydney" instead |
| dominated by the Apples and Dells. | | | | of "copywriter" |
| 3. Internet users are learning that by searching for | | | | TIP: If you really want or need to target a generic |
| more specific strings, they find the information they | | | | keyword, start out targeting a very specific keyword |
| want quicker (I read a report on this recently, with | | | | phrase that includes the more generic - hotly |
| real statistics and everything! Can't seem to find it | | | | contested - single keyword. For example, you'll notice |
| right now. If anyone can cite something useful in this | | | | that the keyword phrase above, "cheap second hand |
| regard, it'd be much appreciated...). | | | | computers" includes the single keyword "computers". |
| 4. Customers tend to use generic keywords in early | | | | This way, you're really targeting both at once. As |
| searches (e.g. during their initial research) and more | | | | your site's importance (or PageRank) and search |
| specific keywords in later searches (e.g. when they | | | | engine presence increases, you'll start to rank for the |
| know what they want to buy and they're looking for | | | | single word as well. In time, you'll start ranking well |
| someone to buy it from). So by targeting a more | | | | for "computers" even though you're only actively |
| specific keyword, you'll attract more qualified traffic. | | | | targeting "cheap second hand computers". |