On my last post I discussed how targeting keywords that are related to simple primary keywords are important, especially with the advent of Yahoo! search assist. Even without search assist though you should also give attention to more specialised keywords. Why is this?
As we all know very generic keywords, though they do have a very large search volume, are very competitive in terms of the number of websites that are optimising for that site. What this means is that even if you do optimise for the search term your chances of making it to the top ten or even just the first two pages will be a lot slimmer.
For example, if you have a website about Prader Willi Syndrome (PWS) and target the following search terms you will see the difference in number of results from Google. Note that while some website are listed more than twice the number still reflects the amount of competition you can expect for that search term.
Prader Willi syndrome – 319,000
Prader willi syndrome diet – 50,700
prader willi syndrome support group – 28,300
PWS – 8,290,000
PWS diet – 58,400
PWS support group – 633,000
As you can see the simple addition of the words diet and support group makes a huge difference. It is also obvious that the acronym PWS is also more competitive. The reason for this is that PWS does not only stand for Prader Willi Syndrome but for a whole slew of other things, including the highly competitive term personal web server. I can only imagine a business with initials S.E.O fighting with SEO sites to get to the top results!
In short make sure you also optimise for more specific related keywords.