The reason is that you can only use high volume keywords with pay per click (PPC). These high volume keywords are by their nature generalized. They are also the most profitable for the engine. But what may profit the engine does not always profit you. (Thats not to say that PPC doesn't have its place in a search marketing campaign)
9 times out 10, I am asked to "make my site #1 for "My City real estate". While this is a worthy objective, it is at best very short sighted. Words like "City real estate", "city homes", city condos", are all high volume in just about any city you research.
However, a successful marketing campaign must employ search engine click thrus that are made up of general & specific "streams of traffic". This is because traffic is a comprehensive endeavor. You wouldn't just rent out 1 or 2 of your penthouse units and leave the rest of your 150 unit apartment complex empty? You couldn't expect profitability would you?
Traffic is made up of the combined visits that come from various inquiries into a search engine.
Each inquiry represents a finite amount of possible traffic determined by the placement in the engine, for a particular keyword phrase.
So long story short, a few keywords aren't going to make your business. You need a Universe of words in order to get monster traffic and lead conversion.
Additionally, not all keywords or traffic are created equal. Step out of real estate monetarily and imagine yourself as Jeff Bezos at Amazon.com. What would delite you more?
500 visitors that typed in "Books"? Or 500 visitors that typed in "Harry Potter"? Or better yet, "Harry Potter, Sorcerors Stone"? The more specific you get, conversion goes up and the closer you can get to that elusive 1:1 conversion.
The challenge however, is that the more specific you get with our keywords, the less traffic you get. So you need to represent a large amount of these specific keywords that produce low traffic by themselves. But combined, create a large stream of very convertable traffic.
By optimizing your on page factors and your keywords that drive people to your site, you will take your visitor to conversion ratio down to a respectable number.
Tim O'Keefe is President of Spider Juice Technologies. His firm specializes in Search Engine Traffic and Lead Optimization strategies. Tim has always started a project with the fastest path to profitability as his objective for his clients. You can consult with Tim personally, at 310-533-9145. Or email at Tim@spiderjuicetechnologies.com
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