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Organic Search Engine Tips and Tricks

Getting listed in the top spots in Google is not as impossible as you may think. The level of competition varies widely by keyword, and the longer tail - or the number of words in the search term - the better your chances are of capturing that top spot. Even though the volume of search traffic goes down exponentially for 3 and 4 word long tail search terms, the quality of the traffic increases exponentially to counteract the drop off in volume.

Let's take, for example, the search term "t1 providers in los angeles california" into consideration. There aren't a whole lot of searches on this term. In fact, according to Google global analytics, there are under 500 per month. However, it would be safe to assume that the people who are searching for this know exactly what they are looking for and most likely exhibit a high degree of commercial intent. If you focused all of your time and attention on the term "t1", you will have an enormous amount of competition, making it very expensive and time-consuming to claim the top spots. What's more, the term "t1" involves more that business broadband internet connections; t1 cybershot camera from Sony, Terminator - Part I, and even a band who call themselves "Terrible 1". Yes, you'll get high volumes of largely unqualified traffic.

The only problem with highly targeted sites is scale. If you can lock down one lead or conversion per week using a highly targeted web site, you're only going to be looking at 52 leads per year. To increase the number of leads you get you are going to have to increase the conversion ratio -- the number of times you prompt a human to enter in their contact info, or build more sites, or both.

One quick and easy way to increase your conversion ratio is to get a toll free number and list it, in big font, on your front page. Even today, people are very cautious about giving out their personal contact information. They are much more apt to call a toll-free number so that they can get the info they are looking for without forfeiting personal data to do so. Only then, when they are sure that they want to move forward with you, will they give up that precious information.

Scaling your web presence is another matter entirely. One thing we've done in the past is create tens of thousands of geographically targeted pages within a main root domain. Something to the effect of "T1 providers in Chino Hills, California" and so on. At first, we captured many many long tail keywords with just one site. But the party was short-lived, as these pages didn't differentiate from each other enough to be considered unique content, and were banned. Creating content in bulk is a very risky proposition, with huge upside potential. Bulk content, done correctly, will unlock untold thousands, millions, even billions of unmarked keywords searches where you can more than likely be the only relevant site listed. For these ultra-long-tail keyword searches, just having a domain URL and < h1 > title tags that match the search query should be enough: no link building, etc. will be required.

Using both the high-traffic/low-quality and low-traffic/high-quality approaches we've been able to do extremely well in search engine placement. The high-traffic folks seem convert at a much higher rate over the phone, while the lower-traffic folks prefer to keep things online. Shoot, with a web site like "mpls providers in Ada, Oklahoma", someone from Ada is bound to thing they've found exactly what they were looking for.





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