It’s always a great idea to formulate a list and/or a variety of keywords you want to rank well for in organic search. Remember to generate keywords that are relevant to the content on your site. Remember that these keywords will eventually be the driving force behind your sites ability to index organically well for particular terms, so take your time with this process.

Although you may want to optimize for one particular keyword/term, the online market may already be saturated with that term. This is when it’s appropriate to develop a long tail keyword strategy. In its simplest form a long tail keyword strategy includes keywords that are still specific to your business, but longer in length. Individuals using these terms within their search are usually already aware of what they are looking for. The benefit to this is that long tail keywords/terms are usually easier to rank well for and individuals searching for these terms are more likely to be converted to buyers/leads.

Let’s say you are a small rental car company in Boston. (Yes, a sexy topic/business I know… but for this example it works perfectly). Of course you want to go after the keywords, “rental cars” “car rental” but this market is already saturated with the well known car rental companies such as Avis, Enterprise and Hertz. Try getting past these big dogs in Google search results. So it’s essential that you devise a strategy of long tail keywords. You will want to create a  combination of longer, more specific and geographically targeted terms, which could include “affordable car rental,” affordable car rental boston,” “car rental agency,” “car rental deal” and a variety of other combinations. These terms will give you more opportunity to rank well in search engines and help build -up your online organic search presence.