Creating and implementing a keyphrase strategy is both the most complex and important part of the search engine optimization process. An effective keyphrase strategy will elevate website traffic and conversions if applicable. However, search engine optimization techniques that ignore keyphrase strategy or implement a weak strategy can be a waste of resources and even harm a website’s popularity and brand reputation.

But what is a keyphrase strategy anyway? When using a search engine, you find what you are looking for by typing in keywords, a group of keywords makes up a keyphrase. The end goal is to “rank” for your keyphrases. The better your rank, the more visible you will be in the results for a specific keyphrase search. A successful keyphrase strategy compiles a list of several keyphrases that are used by potential consumers when searching for a specific product, service, or company.

For example, if you own a website that sells boats online, prospective keyphrases could be “boat sales,” ” buy sail boats,” “used power boats,” etc. depending on the specifics of your company’s offerings. However, it’s not as simple as it sounds; some keyphrases are better than others.

What makes a great keyphrase? Or more importantly, what makes a bad keyphrase? When creating a keyphrase strategy there are several elements to keep in mind. If a keyphrase is too broad, it will be difficult to gain an edge on competitors who are an authority on the subject already. If you own a local computer repair shop in Boston, it would be next to impossible to rank for a keyphrase such as “computers” or “computer sales.” However, it may be more realistic to choose a more specific keyphrase such as “Boston computer sales.” Still, it is important not to choose keyphrases that are too specific or too broad. Although you may rank well for a specific keyphrase such as “small Boston computer repair shop that has a red roof,” how many consumers will actually search for that?

Although there are several daunting obstacles surrounding SEO strategy, creating a keyphrase strategy that is not too broad or specific and still yields high search volumes will result in a successful SEO engagement.