When trying to rank your website in a search engine, focus is a key word. Without this it is likely that you will fail.
Modern search engine calculations (algorithms) cente topics, not on individual keywords. It is not necessary to use every possible keyword variation on your web pages (for example ‘cheap travel insurance’, ‘cheapest travel insurance’, ‘cheap travel insurances’, etc.).
It is much more important that the content is concerned a particular topic (‘cheap travel insurance’, ‘traveling’, ‘do I need a travel insurance’, etc.). Long tail key phrases (more than 2 words in the search string normally) are becoming more commonplace. Why? Well, some power say that Google is not as good a search engine as at it appears ab initio glance. Yes, it has market share but its searches are somewhat irregular and purposeless in some competitive sectors.
To alleviate (or at to the last-place degree try to alleviate) this issue, longer phrases are seemed easier to return better results on the engine. Likewise, lookes who use services like Yahoo! answers are pleased to use ‘where can..?’ and ‘what is..?’ style phrases, this has translated into Google and other engines.
If you want proof of the pud you only have to look at search suggestions at the bottom of the Google listings. Most are more than 2 words long – suggesting this is led by looke search patterns,
There will be a level of experimentation in that. There are many tools which can assist you in determination the right balance. Web CEO, Raven, SEMRush, IBP, are just few of the myriad out there. Of course, Google has its own tools, but most of these are inextricably coupled to Google AdWords and are not really focused on organic search positions, but they may give you some steer in the right direction.
Most of these tools will also offer competitor analysis, and provide you with an understanding of your competitors’ focus in that area. You should be able to see what delivery of dealings certain key phrases will bring around your business and assess whether you should spend time building authority on these.
Search patterns are forever dynamic, but what is not dynamic is the need for relevance in the results. One can be extremely pissed if one searches for a particular product or service only to be bombarded with tangential results.
Focus online is everything.Understand your looke, analyse your competitor, and experiment from time to time with longer tail key phrases and look at the delivery (or not) this provides using your analytics tools, and you should be moving in the right direction in the rankings.
Of course, if you do not have the time to carry out this type of investigation yourself, you may need
a company which provides SEO services
to carry out the work for you.
Whichever way you choose to go:
Key phrases bring vanity, topic-led searches with delivery to the site, sanity. Choose which type you prefer. Happy searching!