There are two major approaches when optimising a web site for the search engine:
1. Low hanging fruit
When a web site is being optimised for a search phrase that almost no other web site is optimised for (at least not intentionally) it is usually fairly easy to get super high ranking super fast. Take a 3 or 4 word search phrase and you can rank almost any web site high for it in no time. The approach is called a ‘Low Hanging Fruit’ since you can really easy get the ‘juice’ (traffic) out to the search engine for a very long phrase.
2. Big Boys SEO
Optimising a web site for a highly used single word search phrase like Cars, Jobs, Travel or Insurance, is the other end of the search engine optimisation. It does differ quite a lot from optimising a web site for a multiple words phrases. Usually far more statistical analysis are utilised. A very definite and precise methodologies are required. Why? Simply because you are not the only one in the playing field here. All your competitors will be optimising for the same keyword. The time required for a decent ranking result is very long, and no stellar success is to be expected. Search engine results pages do not change that much for the single word search phrases at all. Some single words when entered in the search engine generate the same search results listed in the same order for many months!
Should you optimise a web site for a single words phrases or for a multiple words search phrases? The following statistics published by OneStat.com will help you:
The 7 most used word phrases in search engines on the web are:
1. - 2 word phrases - 32.58%
2. - 3 word phrase - 25.61%
3. - 1 word phrases - 19.02%
4. - 4 word phrases - 12.83%
5. - 5 word phrases - 5.64%
6. - 6 word phrases - 2.32%
7. - 7 word phrases - 0.98%
Two word phrases are the most used search phrases in the search engines. And now even more surprising to the most of us is the fact that the three word phrases are closely following! Only then do a single word phrases come in the picture with less than one fifth if the overall traffic. Having a insurance web site listed 1st in Google for the word ‘Insurance’ will only bring one fifth of the (possible) traffic for that single word listing. Optimising your pages forthe two and search phrases containing two and three keywords will bring the majority of the traffic to any web site.