Wow, you rank number one for ?search engine optimization in Smalltown USA?. But who actually searches for that? You can be number one for tens of thousands of obscure keyword combinations, but if no one is actually searching for any of them, you have just wasted your time and effort optimizing for them (but hopefully it was sheer coincidence that you rank for them, and not actual effort on your part!)

Instead, use one of the many tools on the market that can give you some idea of how many people are searching for various keyword combinations related to your industry and focus on the ones that can actually bring you traffic rather than the unusual or obscure ones that no one ever searches for except you when you check your rankings.

In the short tail world, one would only need to focus on the homepage. But in the world where long tail is not only king but queen too, you cannot afford to let your internal pages go neglected while your homepage gets the royal treatment.

Consider your internal pages just as important as your homepage, and don?t forget that a large percentage of your visitors will actually enter your site through an internal page, and not the homepage, so ensure that you have suitable navigation in place so that the visitor won?t get lost if they didn?t happen to get to your site via your homepage.

Get the full story at Jennifer Slegg's blog