Often times when talking to someone about what their goals are for search engine optimization we look at several different aspects- such as what their business is about, and what key words one can use to describe that business. Relevancy is the most important thing. Sometimes its easier to try to optimize your site for key words having a low competition – meaning that there are less websites for the given search term trying to compete for the number one position. So this way, you can get to the top of the heap faster. I don’t necessarily think this is always the best route to take. Yes, it’s important to increase your web presence right off the bat, but you want to do it the right way.
I do advocate trying to go for the best term for your business. Even if that means its extremely competitive. One can still reach the top of they optimize their site the right way, by creating remarkable content- frequently and consistently. The reason that google ranks certain pages at the top is because they are THE most credible. They are viewed as the leaders in their industry, the creme de la creme, if you will. How, pray tell, does one become an industry leader? By knowing the most. By being the best. To me, in this customer service driven age, the best DOES equal who knows the most. Who wants to hire a quack for an important job? Not me.
Whats really important is that the expectation is set. Glory is not achieved over-night with SEO. Not if it’s done the right way. It can take months, even a year. Be wary of those who promise immediate results. Dig for more information- because you’re either getting to the top quickly by optimizing for the easiest (and maybe not necessarily pertinent) terms- the low-lying fruit, or you’re getting to the top quickly by use of black hat SEO. And if you need more information on that, please refer to my previous interview with Jim Gubiotti.