Keywords with little = competition require different tactics than keywords with high = competition. If you want to get the best possible results for your = website, you must use the right tactics with the right keyword.

1. On-page optimization has a higher impact for long keywords

The relative value of on-page web page optimization is very high if = you target very long keywords with little competition:

Diagram: the effect of the tactic on your search engine position

Here’s an example: say you want to be listed for the search term = “buy blue nike ‘the overplay’ basketball shoe in Atlanta” then it is = enough to optimize one of your web pages for that search term because = the competition for that search term is not high. You don’t need many = inbound links to get high rankings for that keyphrase.

If you target more competitive keywords, you need more backlinks to = get high rankings in the search results

2. Even if you target competitive keywords, it is important to = optimize your web page content

The chart above might create the impression that web page = optimization is not important to get high rankings for very competitive = keywords. That is not the case. Optimizing the contents of a web page is = the essential basis for high search engine rankings.

By optimizing a web page for a keyphrase, you tell search engines = that the web page is relevant to that keyphrase. If more than one web = page has been optimized for that keyphrase (which is usually the case) = then the web page with the best inbound links will get the highest = position in the search results.

For example, the website www.cnn.com has 46,600 inbound links = according to Google. Although CNN.com has so many inbound links, they do = not rank for the keyword “buy blue nike ‘the overplay’ basketball shoe = in Atlanta” because the website has not been optimized for that = keyphrase

3. Optimize your web page content, then work on the backlinks

If you want to get high rankings for a keyword, the first step is to = optimize one of your web pages for that keyword. Then work on the links = that point to the optimized web page to outrank other websites that have = been optimized for the same keyword:

Diagram: the importance of different SEO tactics

4. The more pages you optimize the better

When you optimize your website, optimize different pages of your = website for different keyphrases. Start with longer keyword phrases that = don’t have much competition and then proceed with more competitive = keywords.

For example, start with the keywords “buy sneakers in atlanta”, “buy = cowboy boots in atlanta”, “buy pumps in atlanta”, “shoe shop atlanta”, = etc. When you have managed to get high rankings for many of these = keyphrases, Google will know that your website is relevant to the topic = “shoes”.

As soon as Google knows that your website is relevant to the topic, = it will be much easier to get high rankings for more competitive = keywords such as “buy shoes” or even “shoes”.

The more pages of your website you optimize for different but = related keywords, the better

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