An SEO campaign that delivers high search engine rankings with no significant impact on the bottom line is an unsuccessful one. Rankings are simply a means to an end. SEO should always have an emphasis on generating enquiries and increasing sales.
For many sites, a lot of relevant traffic could potentially arrive via longer search terms that are related to the company’s main services. These long tail search terms – three, four or five word phrases – might not have been targeted in that exact form, but they can nevertheless account for the vast majority of search traffic arriving at a site.
Not only are there greater numbers of people using longer search terms, but this traffic is also more likely to convert into leads or sales. A person using a longer search term generally has a more specific need in mind.
The process is considerably more complex than that, with Google having said that when calculating rankings it considers over 200 factors – some with up to 500 variations. Nevertheless, these three points stand as a good framework for any SEO campaign.