Today I am leading a discussion on Stephen Covey's 4th habit - Think Win-Win (The 7 Habits of Highly Successful People). The underlying idea of this habit is that instead of thinking there is only a certain amount of pie for all to share it is better to adopt the idea that there is plenty of pie to go around for everyone - everyone wins. Now you can apply this to relationships, your work, and any issues that arise from either. You can't have Win-Win every time but you can sure try.
So what about search results? Can you adopt the Win-Win mentality (Abundance Mentality) with search results? This is a little more tricky. On the first page search engines show 10 organic results they think are relevant to your search. So, in this sense, there are only 10 positions to secure on that first page (and you definitely want the first page). The pie is very limited.
The great thing about keyword searches is that there are usually a great number of variations. The most popular variations get used often. These are highly competitive keywords and limit your chances of obtaining high search engine position. This is a very small pie indeed and getting a slice can cost you a lot of money and time.
But then there are those keyword combinations that are used much less frequently and can be used throughout your site to obtain a higher search position with a lot less work. This is where the pie is almost unlimited.
Here's an example: if I live in Indianapolis (which I do) and I'm looking for a divorce attorney (which I'm not) I would likely type in "divorce attorney indianapolis". Our client, Hollingsworth, Cassman, and Zivitz (http://www.hczlaw.com/), specialize in divorce. Winning the top search positions for "divorce attorney" is nearly impossible. But winning the search for "indianapolis divorce attorney" is a little more achievable. And since they are based in Carmel, IN they have an even better shot at winning "carmel divorce attorney" (which they do). You can take that further and strive for the following less competitive keyword phrases:
- divorce attorney indianapolis
- divorce indiana
- divorce lawyer carmel
- divorce questions indiana
- marital divorce issues
- avoiding divorce
- divorce attorney fishers (a town near Carmel)
- divorce attorney westfield (another town near Carmel)
Those are just a few of the variations. You should hire an experienced SEO firm to help you come up with the many related keyword combinations.
The point is that the pie for search is very small if you're going after highly competitive keywords but abundant if you go after the virtually unlimited keyword variations available. So, I guess you can adopt the Win-Win habit for search engine results after all. Just be sure to monitor your search results based on those keyrods and always provide fresh, updated, and relevant content to maintain those positions.