• http://www.brickmarketing.com/ Nick Stamoulis

    “You can find diamonds in the rough that are unique to your business and
    convert, which don’t require your only option being brute force in a
    vertical that may already be highly competitive and saturated.”

    Those keywords are the golden SEO opportunities! Obviously there are going to be some broader keywords you are always chasing down, but those diamonds in the rough can have immense value if you only take the time to see it.

  • http://twitter.com/selenavidya Selena Narayanasamy

    Agreed. And it may take some time to properly find those, but you should always be tweaking and testing using all the available “real world” feedback and sources (along with traditional research tools). Thanks for reading.

  • http://www.ronvanpeursem.com/ Ron VanPeursem

    Nice work, Selena. One of your best insights: to move away from an exclusive focus on a particular keyword, and instead try to develop a THEME that is described with a variety of words that hang together cohesively. Google’s algorithms are getting better and better at “reading” content and identifying the main message, even when using a variety of terms to convey that message.

  • http://twitter.com/selenavidya Selena Narayanasamy

    Thanks Ron. Google’s algorithms are definitely becoming better at identifying overall topical themes (and has been for a while) and applying that to other on-site elements (headings, titles, descriptions, etc). It’s better from a user experience/reader perspective as well. If I land on something that seems optimized for the sake of targeting a keyword set, it’s very obvious.

    Thanks for reading!

  • http://wordswordsseowords.com/ Christopher Skyi

    For the still unconvinced, Matt Cutts gives pretty much the same exact keyword advice here: http://www.youtube.com/watch?v=3P-m2cBCJSk