If you’re trying to rank for “a” keyword, you’re leaving aside opportunities to attract organic traffic.
Mature websites rank for hundreds and in some cases thousands of different keyword phrases, some appear on page 1 of the search engine result page, other appear on page 42.
The key to ranking is for your site to provide great content relative to what people are searching for (hence our collective focus on keywords) but some keywords are so competitive it might take you years to obtain a high ranking.
To illustrate this point I’ll use the website of my sister in law’s medical practice. Double click in the image to see a larger copy.
As you can see from the bottom right of the image, that site ranks for 999 different search terms. The highest ranking ones appear on page 1. The lowest ranking one appears on page 42 (for real, that’s not “just” a Douglass Adams reference as the first one was).
So how do you rank your website for a large set of search terms?
You publish and you publish A LOT.
Please notice the chart below. It’s from Google Analytics and it shows overall website traffic to a website for a period of about 5 months. Again, to see a larger image, double click within the image.
This was the result of publishing a lot of short posts at regular intervals. To be precise, posts were published every 8 hours for a period of about 3 months.
You can see from the chart what happened.
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