When optimizing a site for search engines, writing quality content using competitive keywords is crucial. Although keyword density on a web page is important for ranking well on search engines – key phrases can be even more valuable to your search engine optimization (SEO) campaign.

Keywords are important, but they are very competitive and expensive in regards to paid inclusion (Pay-Per-Click). Key Phrases (more detailed and specific search phrases) on the other hand has a laundry list of benefits. Not only are they less competitive, key phrases attract serious, more qualified visitors.

Think about this, when people aren’t sure what they want, they tend to search using generic keywords (cars, bags, shoes, picture frames, new homes, pc software, gardening tools, dogs etc.). This isn’t rocket science, it’s just common sense. People today are smart. The majority of people (consumers) searching the web understand that generic keywords will bring back a gazillion results that may or may not bring back what they want. It’s a crap shoot. But when people are serious, ready to buy, looking for a specific solution – you best believe they will be searching using longer, more specific key phrases.

For example:

When someone is ready to buy a used car, they don’t search on used cars - they search on “2006 range rover fully loaded”.

When someone is looking for a certain bag, they don’t search on bags - they search on “kenneth cole black leather messenger bag”.

When someone is looking to buy a pair of shoes at a discount price, they don’t search on shoes - they search on “discounted mens dress shoes”.

When someone is looking to purchase a dog, they don’t search on dogs - they search on “beagle puppies for sale in los angeles”

When someone is looking to buy a new home, they don’t search on new homes, they search on “new homes in porter ranch california”

When someone is looking for a specific lawn mower, they don’t search on lawn mowers, they search on “john deere riding lawn mowers”.

I’m sure you get the point.

In Conclusion
Single keywords are often very competitive, expensive and saturated within the search market. Focusing on more detailed specific key phrases will allow you to achieve faster and higher page rank. You will also attract more serious, qualified visitors. This long tail approach to search is a strategy that has been growing over the past few years. Basically, while there is a huge demand, very competitive market for generic keywords, there is a long tail of less competitive and more specific key phrases that exceeds the market share of the more popular keywords. So take a look at your title tags and make sure to focus on key phrases instead of generic keywords.

If have any questions or would like assistance with your search engine marketing (SEM) initiatives, please send us an email.