The long and short of it

A brand new website being launched in a competitive sector should look first to utilising longtail keywords in boosting search engine optimisation (SEO) as these are easier to rank for, according to one expert.

Aaron Wall, in an article for SEO Book, explains that this is because mid-tier phrases can be picked off to rank at the top of search results and result in a build-up of revenue stream.

Further down the line this revenue can then be re-invested through the purchase of market share and distribution, he added.

In contrast, Mr Wall noted that concentrating the most competitive keywords, such as credit cards, from the get go could results on rankings on page two or three, for which there would be "little traffic and virtually no value".

"You can rank for longtail keywords much faster, because you control your on-page optimisation," he said.

And smaller firms, who may make use of longtail keywords, can also succeed on ways their larger competitors cannot by making use of social media to build trust, SEO Book's Peter D stated recently.

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