You know that famous saying “Go big or go home”? Well sometimes with SEO you don’t want to take that approach. What we mean is that everyone wants to rank in the search engines for the words that produce the most search results, don’t we all? The problem with this is that when you have a new website or a site that has not had any online marketing activity in the past it will most likely be a long uphill battle to really rank. If you are targeting a national audience selling a product you most likely have a great deal of competition in the search engines.
Long tail keywords will be your friends. It is important to remember that there are only 10 parking spaces on the first page of Google and not everyone is going to fit. You have to pick and choose your battles wisely when it comes to trying to isolate the right keywords for your website. If you target only a few high profile keywords it could take you a great deal of time before you find yourself sitting where you want to sit. Do you have the time to wait? There could be a great deal of long tail keywords sitting around just waiting to be used that could generate visitors almost immediately. Many long tail keywords will include the high profile keywords you are looking for naturally so over time you will rank for those anyways. When you approach optimizing your website it is important to think outside the box and not from a greedy stand point. Rankings take time, sometimes a great deal of time and for some it is virtually impossible to ever break onto the first page of the search engines depending on how fierce the competition is. It is important that you approach your SEO with a reality check. If the first two pages of search results are fortune 500 and 1000 companies and your budget is the equivalent to a lunch for their marketing department don’t focus all your energy on competing against them. You will be spinning your wheels indefinitely.
Target some of the low hanging fruit and really start to generate some good quality visitors. Once you see that the traction builds up for those keywords you can slowly start introducing new keywords into the website and growing in different directions that way. You have to start somewhere and even if you had a multimillion dollar budget you will still have a long journey against those already ranking. Search engines also apply seniority to websites that have been live for many years so at the end of the day you have the time factor against you that could only be solved with a time machine.