Small businesses developing a search engine optimisation (SEO) strategy should split their keyword lists into three categories.
Senior product manager at Marchex Matt Greff suggested in a piece for Search Engine Land that once a selection of phrases to be optimised has been chosen they should be divided into: lower rank with low competition, lower rank with high competition and higher rank phrases.
He said the first of these categories is a good place to start because results will be achieved soonest here.
In the second group, he noted that some of these phrases could be expensive to optimise for.
Mr Greff said the last category is keywords that are already performing well, although he advised regularly checking on them to ensure they do not slip in rankings.
This comes after AudetteMedia founder and president Adam Audette asserted in an article for the same publication that keywords should be considered a "hook" to attract customers to high quality content.
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