Before you start making radical changes on your website, in an effort to rank higher in the search engines, you first need to decide what keywords you’re going to rank for.
There are two types of keywords. Short-tail and long-tail keywords.
Short-tail keywords are the most popular, most searched, and therefore most competitive. These are short one or two keywords that define an industry or product. If your company sells shoes, the single most popular short-tail keyword is “shoes”. This keyword would be very difficult to rank your website to the number one position.
Long-tail keywords are more specific versions of the short-tail keywords. These are less popular because they are more niche. If you sell shoes, but specifically athletic shoes, you could aim to rank your website for the keyword “blue athletic shoes”. Develop a strategy to rank for many long-tail keywords over going for the more difficult (sometimes impossible) short-tail keywords.