<< by on October 30th, 2009
In the spirit of Fall I went out apple picking and that’s when it came to me! Search Engine Optimization (SEO) is just like apple picking. Ridiculous you might say, but bare with me.
When beginning an SEO campaign you do keyword research to determine which keyword phrases you should optimize for based on relevancy to your product and overall search volume. When apple picking you choose an apple tree based on the type of apple you want (relevancy) and how many apples are on the tree (search volume).Therefore, one might say Keyword Research is Like Choosing the Apple Tree.
Once you’ve determined which keyword phrases will provide your site with the greatest visibility it’s time to run a benchmark report to determine where your site currently ranks for those keyword phrases. This is like determining how many apples you’ve currently picked vs how many apples you need. The Benchmark Report is Like Assessing your Current Apple Count.
Now that you’ve run a benchmark report you know where your site currently ranks for the chosen keyword phrase and it’s time to start optimizing. Because you can’t ensure that searchers will venture beyond the first page of results it’s best to rank within the top 10 positions (the first page) for keyword phrases. Therefore, even though a particular keyword phrase that you rank just outside the top 10 positions for only has a handful of searches per month it’s best to optimize your site for this term first to push it into the top 10 rather than optimize for a keyword phrase with a HUGE search volume for which you currently rank at position 98. Many in our industry call this optimizing for the low hanging fruit. Back to apple picking, Optimizing for the “Low Hanging Fruit” is Just Like Picking the Apples on the Lower Branches First… it just make sense.
Once you’ve optimized your site for the “low hanging” keyword phrases and have gotten into the top 10 positions on a search engine results page (SERP) it’s time to go after those hard to reach keyword phrases. The keyword phrases with the large search volume are much harder to optimize for to receive better rankings. It takes time to build inbound links, make content edits, and get indexed by the search engines. All the while you must continue maintaining the keywords that you’ve previously optimized for to rank in the top 10 positions. It’s just as hard as picking the biggest apples located at the top the tree that are out of reach for even the tallest individuals. To get these apples you have to maneuver your way up through the branches while carrying the the apples you’ve already picked, making sure that you don’t drop them. Optimizing for the Keyword Phrases with Large Search Volume is Like Climbing the Tree to Reach the Biggest Apples.
In conclusion, SEO is just like apple picking! Choose the keywords (apple tree) based on relevancy and volume, assess where you currently rank on keywords (how many apples you currently have), optimize for the keywords just outside the top 10 positions (pick the low hanging apples), and finally go for keywords with high search volumes (climb the tree to reach the biggest apples).
Happy Apple Picking To Everyone!