I don’t know I have ever seen or heard any other information on this topic, but it is actually one of the fastest ways to get more bang for your buck from your website.
Most of us spend all of our SEO time and effort trying to rank for the terms that we want to own, but few of us spend the time optimizing our CONTENT for terms that we ALREADY own!
For example, a particular term that does well may lead to a landing page that has not been updated in months or years. This page already has the ranking, now it’s time to use that prowess to our best advantage.
We often look to see where terms rank for our sites, but do we EVER look at the page that is returned? Can we add our latest listings? Can we add an IDX search box? Are we matching our content to the SEO that we already have?
Long tailed, short tailed, any kind of tailed … even if the term only produces a visitor or two a week that is an opportunity to “catch” the prospect.
Part of my weekly strategy is to look at terms that searchers have actually used to find my sites, and to make certain that if it is ever used again my resulting opportunity will be enhanced.
You may not get big numbers, but you will probably get more business.
And isn’t that what all of this is about?
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