Keyword or keyword phrase?

Consider the keyword "cars." A quick search for this phrase at Google reveals nearly 20 million web sites competing for a ranking for this phrase. Since studies show that few consumers make it past the first few pages of search results, that means that all but about 30 of these web sites are unlikely to see any traffic from this phrase.

Apart from the fact that even the most skilled SEOs would be hard pressed to earn top rankings on this keyword, it's also not a very targeted phrase to optimize for. Will the searcher who types "cars" be looking for pictures of cars? Car sales? Car events? New Cars? Old Cars? The list could go on and on.

Web surfers tend to learn very quickly that in order to find what they are looking for, they need to target their search queries more carefully. So get specific with your keywords.

Perhaps you sell muscle cars from the 70's. Your keyword phrases would go along the lines of " classic muscle cars," "classic muscle car for sale," and perhaps "classic muscle car dealer." A search for the last phrase reveals only about 25,000 results on Google. This makes it a lot more realistic for the average webmaster to work their way into the top positions.

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