They are
not always the same.
Three levels of keyword detail
Every business has keywords that describe its products or services. Rarely is this a collection
of single words, but rather strings of words that detail the company and its offerings.
For instance, a company like Rockstar Healthcare Staffing is in the competitive field of
nurse staffing. Other companies in their industry are savvy about SEO. Cracking the top ten
of the first results page is a challenge, but there are a number of keyword combinations
for which Rockstar Healthcare Staffing can still optimize.
When writing down the words for which you want your site to perform well, consider
three levels of detail, based on string length and keyword density. These will be referenced
through the rest of the chapter, and into Chapters 14 and 15 as well, because determining
the keywords that best describe your company can impact many other marketing
activities.
Level 1: Long, low-traffic descriptions. These are the multiword phrases that precisely
describe the company and its services, but are generally too long to gamble on an exact
string match. In our example, Rockstar Healthcare Staffing might describe themselves with
the following phrases:
A national healthcare staffing firm for traveling nurses
Provides traveling nurses job opportunities with good pay and benefits
Offers personal and career growth for nurses through healthcare staffing opportunities
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All three are loaded with keywords, but they have a slim chance of being typed word for
word directly into a search engine.
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