While making sure your phrases are as targeted as possible for your audience it is important to go after phrases that register at least a measurable amount of search volume each month. Keyword phrases that have no search volume, no matter how targeted, generally won’t do anything to increase business or sales.
Using search volume and additional competitive matrix information you can then determine which keywords will be your primary phrases (those that produce largest amount of targeted traffic) and which keywords will act as supporting phrases (less competitive, yet extremely targeted.) Both kinds of phrases play an important role in creating strong, well-rounded website that is able to achieve complete market dominance for related phrases.
For newer sites the primary phrases are often out of reach—at least early in the optimization campaign, if not for months. Selecting a combination of primary and supporting phrases for each page can help you achieve results that begin delivering traffic earlier, while building the foundation upon which you’ll be able to begin displacing your competitors on the primary phrases down the road.
This post is part of a continuing series on the topic of:
Optimizing for Maximum Search Engine Performance
Sub-Topic: Research Your Targeted Keywords.