Virtually any offline business can benefit from an online presence, and if you think for one moment that your competitors are not using SEO, then think again. Organic search engine traffic is a by-product of the collective chatter that occurs through the conversation of commerce. Coupled with impulse and intent, consumers string together (known as keywords and modifiers) in search engines to find products and services daily. According to Trellian keyword discovery, over 80% of all online transactions begin with a keyword search.
By targeting these semantic clusters, you can tactfully encroach on market share and virtually appear for any instance of a keyword once you website has gained some authority as a result of topicality or search engine popularity.
The higher degree of relevance your pages have for those keywords, the more potential traffic your website can intersect as a result of deliberate happenstance. This is because keywords represent concentric circles of relevance like a one word broad match theme in the center and the various secondary modifiers and long-tail phrases on / or existing close to the circumference.
This means that by targeting various degrees of root phrase and clusters of grouped keywords, a website or business is capable of dominating the conversation using the jargon and potential keywords used as a result of optimizing multiple nodes of relevant keywords used to convey the marriage of supply and demand (with search engines acting as the intermediary).
I often use the analogy that SEO is like a game of chess; this remains true as the tactical approach dictates which aspect of optimization is most fitting for the circumstance (like building up enough domain authority before tackling a competitive keyword) is also similar with mobilizing several pieces in tandem to orchestrate the perfect attack plan for your opponent.
Chess is a thinking man’s game, sure you can just move pieces around and see how things unfold, but a more structured approach that showcases the inherent assets that each piece brings to the table is a more likely method to procure success time and time again.
I encourage you to think of SEO under this context and realize that technique without tactic is just an opponent moving blind on impulse, but a strategic plan moderated meticulously throughout each step and implemented over time is much more difficult to assess or overcome for your adversaries.
Instead of focusing obsessively on a small group of keywords, the real SEO tip is to build authority for your website uses proven formats known for producing consistent results (like increasing post frequency of new content, tactful internal linking, incorporating elements of site architecture, and gaining momentum and feedback from off page inbound links from other sites) all build a domain worthy of withstanding an assault on its respective keywords and search engine position(s).
Anything less is just like castles made of sand and waiting for the right tide of relevance to come in and wash away the digital visage of the website occupying the space as a placeholder for the next (less flawed) competitor who is zeroing in on a keyword summit.
Here are resources to defend your keep online while setting your goals on new semantic territories and keyword clusters. Armed with this information, your opponents (anyone targeting the keyword, using it in a meta title or description, internal link or building inbound links from other sites with the keywords in the anchor text) will have to overcome the resistance created by the coherence of your game plan which dictates relevance score.
By mastering intent and the rules that govern search, optimizing keywords that belong to certain types of known behavior that consumers exhibit can eliminate countless hours spent optimizing the wrong keywords.