People search for stuff in many different ways, both online and in their everyday lives. But it can usually be categorized in two ways: as broad searches like “Sacramento wedding photographer” or specific searches like “good wedding photographers for the Hilton hotel downtown.”
In search engines, broad keywords are fiercely competitive and often don’t result in sales. A bride searching for a generic photographer is further from a purchase decision that someone who knows exactly what she wants. Although only a handful of broad phrases exist, there are thousands of opportunities to rank for specific keywords.
You will need to optimize your website for a great number of searches, just like a restaurant needs more than one menu item to attract a wide range of clients. When targeting keywords, consider optimizing for specific searches that are plentiful, quick to rank, and return more sales.
