Create content that will meet your visitor's exact search query and satisfy it
Far to often, we see clients who only want to optimize a web site for generic keyword phrases. Though this may seem best in the web site owner’s view, it may not be best for the searcher needs. You need to look at a site not from your own view, but from what the visitor you are attracting is looking for.
Example: A realtor may want the phrase ’Phoenix homes’. This is generic and competitive. The competition for such a phrase would be extremely difficult and take a long while. Is this the best phrase for the realtor…NOT! But, lets look at some phrases that we found to be successful for such real estate web sites. new homes in glendale arizona, luxury homes in scottsdale. phoenix homes under 250,000. Biltmore area condo’s for sale, historic phoenix homes. I can go on, but notice that these phrases are specific to the searcher needs and achieving a high ranking is more benificial to the web site. We have seen our clients real estate web sites receive 90% or more of their clients from more precise searches then from generic phrases. Reason: we know how the serious searcher is selecting phrases.
When optimizing a page for a phrase, think about why an searcher might be using that specific phrase. If you are optimizing an FAQ (Frequently Asked Questions) page, are you truly delivering your MOST frequently asked questions? What do you think the background circumstances might be in that individual’s life when they search using very specific phrase clusters such as:
“infant pillow support” (Would this attract parents of newborn babies?) “Meaning of babies names” (Would this attract “soon to be” parents?) “expandable rv shower curtain” (Perhaps attract an audience of seniors who travel?) “garfield shower curtains” (Someone looking for brand specific product?) “COST OF LIVING canada to usa” (Is this someone thinking about moving?) “How to Connect Headphones to TV” (Lot’s of folks looking for helpful tutorials.) “wheres our economy heading” (Why are individuals asking a search engine this?) “Reasons against Capital Punishment” (People use the Internet to research hot topics)
I could give you hundreds of examples, but the point of this tip is quite simple….. Do your best, to understand WHY someone is using the phrase and create your content to satisfy that reason.
Bonnie Burns SEO Director – www.ecombuffet.com
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