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According to Josh Steimle for "Forbes" Once upon a time the strategy was to identify those keywords that were the most relevant to your business, got the most traffic, and weren’t very competitive. It used to be you would figure out 5-10 keywords that were your “golden keywords” and would bring in the majority of your traffic. When someone comes to us and says “I need to be #1 for such and such keyword,” we know they’re stuck in that paradigm. That keyword strategy is wrong, because with rarer and rarer exceptions, there is no one keyword, and no small group of keywords, that is going to drive a lot of traffic to your website--at least not compared to what you can get from the long tail of search. The bottom line is that if you’re focusing on a small group of generic keywords, you’re probably not being found by most of the people who are searching for you. SEO today is increasingly driven by natural language search, that is, people doing searches that are more like normal questions than two or three keywords. This is happening because people are using tools like Siri and Google Now to speak their searches, rather than typing them in. And because people are including more detail in their typed searches as they seek to find what they’re looking for faster. These keywords are much easier to rank for, because they’re not as competitive. They are much more relevant because they include more detail, and therefore traffic from these keywords converts at a higher rate. And in aggregate, the number of searches in the long tail often adds up to many more searches than you would get from your “golden keywords.” Therefore the objective, when it comes to rankings, is not to rank for a few top keywords that remain the same over time, but to focus on a much larger number of natural language searches that is growing and changing rapidly.
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