Keyword Selection is a Balancing Act

Search terms are typically general enough to be something that is frequently searched for. These frequent changes vary depending upon the industry and the value of the leads generated. The power of keywords lies in targeting them specifically. The quantity of traffic you get is not merely enough; traffic should lead towards better conversion rates. It’s really hard to rank with a single generic term. Use your home page to target your primary keyword and use the other pages to target other secondary keyword phrases. The keyword phrases targeted on each page should also be terms that describe the content of that page and terms that are likely to yield conversions.