One-Word Keyphrase?

September 30, 2010 by  Filed under: SEO 

For awhile now in SEO, people have been trying to steer clients away from using single keywords and towards keyphrases for optimization. But think about the flipside…with everyone moving in that direction, has it perhaps gotten easier to get ranking for one-word “keyphrases?” I know, if it’s a single word, it’s not really a “phrase,” but let’s not split semantic hairs here…you know what I’m getting to.

Some marketers claim to be getting top rank for clients with single words. Others will say that single-word “phrases” don’t convert, but that’s not really the authoritative last word on the topic.

Some marketers’ studies have been showing that single-word keyphrases can drive as many as 10k visitors a day to the site, some of which are going to become conversions. Of course, that conversion rate is where the quality of the content and the product/service really come into play, don’t they?

WebTrends or Google Analytics are pretty useful for keyword research (even for single words, but you might want to try a site database capturing system. A custom capture system can tell you all the pages a user visited and can also fill you in on the user’s original search terms (i.e. if the user was looking for “pasta” but wound up buying your “linguini” instead).

None of this means that the keyphrase is dead in SEO circles. What it does mean, though, is that you shouldn’t discount them. Single keywords can represent an opportunity that you might have otherwise overlooked, and the one thing you don’t want to do in SEO is to leave any stone unturned.

Jerry Renshaw
Business Communication Solutions

SEO and Webdesign for Austin Texas

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