| The purpose of SEO is to make sure your site | | | | back for being number one in Google for a word |
| features in the search engines for words and | | | | nobody types into that all important Google |
| phrases used by people who might buy your | | | | search box. |
| products or services. This is one of SEO's | | | | You can always optimise a deep linked page for |
| fundamental reasons for being. | | | | your vanity ranking phrase but you should always |
| The problem some people have however is they | | | | reserve your homepage and other top level |
| let their ego get in the way. You need to | | | | pages for words and phrases your potential |
| remember, there's no place in business for vanity | | | | customers use. You might call is a shovel but of |
| publishing, online or otherwise. This can sometimes | | | | your customers call it an earth moving implement |
| mean saying no to having your valuable | | | | then that's what you need to optimise for. |
| homepage ranking for a search term you think it | | | | Of course it may be possible to make sure your |
| should rank for in favour of a term your research | | | | homepage ranks both for traffic generating |
| is telling you it has to rank for. | | | | words AND your vanity phrase but make sure |
| With keyword research readily and freely available | | | | you nail the traffic phrases first. That way you |
| using tools such as Google's free keyword tool, | | | | can massage your ego by counting your money |
| there's really no excuse for not developing an | | | | instead of wondering why your site never gets |
| understanding of what your market is searching | | | | visitors. |
| for. Also, there's no point patting yourself on the | | | | |