“I hear it a lot from companies that they do not need to do SEO because they have great rankings. But when I ask them what primary, secondary keywords and keyword themes they are ranked on, the only thing they seem to be ranked on are their company name or company URL. It’s great that you can be ranked on your company name or website address, but all that tells me is your site is not Search engine optimized and you are missing the opportunity to gain business from people searching for your services or products”, Says Bill Ross of Rank Better SEO.

When is being ranked on your URL or Name good?

1. If your URL or company name is your primary keyword for the products or service you offer. Ex) If your main product is tennis shoes and your URL is tennisshoes.com

2. If you are McDonald’s or Pepsi and your company has a strong brand for which people would specifically be looking for your URL or company name by typing it into Google, MSN or Yahoo’s search bar. But they again if they know your website address they would just type www.youraddress.com into the address bar and not look for it in the search engines.

Now do not get me wrong being ranked on your name and URL are not bad things but that is not mean your site will perform well, increase sales, or is Search Engine Optimized.

Primary Keyword Theme

Your main focus should be getting ranked on primary and secondary keywords that people who want your products will be typing into the search engines. Your site should have a primary keyword theme that is present in some fashion throughout the site. For example, if you offer staffing services for offices the primary keyword theme throughout the site might be something like “Office Staffing”.

Individual Page Primary and Secondary Keywords

Once you have established your primary keyword theme, which should align itself with your primary goals of your company and brand identity, then their needs to be a primary and secondary keyword theme for each page. This is where you focus the optimization of each page on a primary keyword and secondary keyword. For example taking office staffing as a primary keyword theme for a site you might look at having a page with “small business staffing” as your primary page keyword on a page about small business staffing, with a secondary keyword being “Charlotte, NC” if that is where your office is and where you can staff for companies.

Choosing Keywords

Do not just choose random keywords that you would think people search on, you must do a keyword analysis. This keyword analysis will uncover a couple things. The first thing a keyword analysis will uncover is if the keyword you want to be ranked on is actually searched for, since there is no point in trying to get ranked for something nobody is searching for. The second thing the keyword analysis will bring to the surface is the competitive overview of the keyword to let you know how much content or links you will need to get a good ranking for that keyword.

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