Changes

Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrases. A broad search optimization strategy can work for a site that has broad interest, such as a [[periodical]], a [[directory]], or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy.  Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business.  Focusing on desirable traffic generates better quality [[sales lead]]s, allowing the [[sales force]] to close more business.

Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrases. A broad search optimization strategy can work for a site that has broad interest, such as a [[periodical]], a [[directory]], or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy.  Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business.  Focusing on desirable traffic generates better quality [[sales lead]]s, allowing the [[sales force]] to close more business.