"If you don't know the user intent behind the keywords you're optimizing for then you're doing it wrong. Also, if you are optimizing for keywords versus the needs of the user then you're doing it wrong." – Jordan Kasteler, SEO director at HENNESSEY CONSULTING Ranking for common or broad keywords is a particularly challenging task for most small businesses. These words and phrases are often highly competitive and require significant resources to rank for.
A better option for most entrepreneurial endeavors to increase online traffic and rank well in the SERPs is to leverage long-tail keywords. While it does require a fair bit of effort to select the most prosperous and relevant phrases, these keywords are becoming an increasing necessity in the world of SEO because they are often more closely aligned with user intent; something that Google's Hummingbird algorithm is largely focused on. |
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