In search engine optimization (SEO), marketing professionals work hard to discover underlying trends in how people go about finding content that pertains to their unique needs. Considerable effort is spent evaluating possible keywords for content marketing, and while those phrases can be effective in boosting organic traffic, some professionals overlook the advantages of campaigning for the lower volume alternatives.
It makes sense that online marketing professionals compete for the most searched keywords on the web, as ranking high for those terms can deliver a significant amount of unique visitors to web pages. However, it may be worthwhile to take a look at the phrases on the second page of a specific Google search, and then target those phrases for future promotional efforts.
Marketers use the keywords that land them on the second page of search results much less than the high volume options. This minimizes competition for second-tier keywords, but increases the opportunity for profit. An agency that can claim a keyword that puts them at the eleventh spot in a specific search might find itself on the second search page, but after an organic switch in ranking, the company may find itself on the first page and with double the volume of traffic it previously experienced. What's more, the business would have spent significantly less resources and time working to claim the eleventh spot, which would make the return on investment more noticeable.