It is increasingly important to optimize for
phrases, not single words, since studies routinely confirm that people usually type more
than one word to find what they are looking for. For instance, a study on the BBC website
showed 64 percent of all queries were more than one word,8 and a study by Clickstream
on the entire Web in general showed the average phrase length to be 2.57 words.9
Level 2 phrases are the meat and potatoes of an SEO campaign. They are the keyword
combinations on which a company in a competitive field like Rockstar Healthcare Staffing
needs to focus. Using the descriptions crafted in level 1, several potent keyword strings
can be extracted:
US traveling nurse staffing
National healthcare staffing nurses
Nurse staffing good pay benefits
Level 2 phrases, as well as close approximations, represent the ideal combinations people
will use to find you. These are the nucleus of ambient findability. They are the golden
mean of descriptive accuracy and realistic search engine matching, as shown in Figure 13-2.
Obviously, the more influential and inimitable keywords that can be used here, the better
the chance of meeting people??™s expectations and finding more qualified leads.
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