Long Tail Key Words

Briefly, focusing on short, single word keywords is almost a waste of time.  The competition for those is high, and result in millions of hits.  People typically do not type in one word in the search engine; it is usually 2 or three or a specific phrase.

Research the phrases a person may use to find your site.  Try them out on a search engine, then work your site with original content that contain these phrases.  Be sure that those phrases naturally occur in the content otherwise the visitor is turned off by the content.

Also, as people are closer to the buy in the buying cycle, their searches tend to contain more words.  After their initial research, they now focus on more specifics of your product or service.

Below is a graphic showing the effect of Long Tail Key Words on consumer action.

Long tail SEO vs Prob-of-sale