SEO has to be give you a good ROI. And by ROI, I mean return on investment in the form of MONEY, not visits. Therefore choosing your search terms has to be tailored towards optimising your bottom line.

Although us SEOs are happy to get your website on the first page for a general term (it allows us to show our skill and expertise!), general terms may not give you the best ROI. You probably have to spend more on them to be successful in terms of rankings, and you will gain more traffic, but a large percentage of searchers will probably not be looking for your page. The percentage of conversions will not be high.

I am not telling you not to go for these general terms though. A high volume of traffic presents opportunities. However, I am saying you need to target your site at longer, more specific search terms in addition to the general search terms. These could give you the ROI that you are looking for - your page is more likely to fulfil the user’s search motives.

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Google, Keywords, SEO, Search Engine Optimisation, content