Thorough keyword research is the basis of your online Search Engine Optimization strategy. You should build your site based on the major keywords you decide to target. However, if you do your research properly, you will be able to identify a whole raft of other keywords that you can use to write blog posts or articles on your site. These keywords, whilst offering lower search volume is known as the "long tail". Research shows that 70% of all traffic to a website comes from the long tail and there are considerable benefits in focusing on this area to build content on your site.

First of all, keywords in the long tail will be less competitive and therefore you have an excellent chance of ranking highly for them. As a result you can generate traffic to your site. Once on your site, visitors will have the opportunity to find out more about you and your business, perhaps even join your mailing list.

Secondly, the one thing that search engines love is fresh and unique content. Writing blog posts or articles on your site shows the search engines that the site is not dormant. The more content on your site, the more internal links there are back to your home page and the more interesting visitors will find your site. As a consequence, you are establishing yourself as an expert or authority in your field.

The reality is that 70% of search engine optimization is relatively basic. Good keyword research, fresh and unique content and good internal linking will do much to help you rank better in the search engines. When you combine this with putting content out on the web at large to gain backlinks, you are well on your way to decent rankings in the search engines.