Keyword strategies

- [Instructor] Before we start optimizing,…we need to know what keywords we want to rank for.…Keyword research involves many tools.…And depending on how big the project is,…it could take weeks.…We have a four-hour course called SEO: Keyword…Strategy in Depth here in the library…if you really want to dig in.…What I want to briefly cover…is that there are two basic keyword strategies,…and you should pick one before we move forward.…The first is the fat head approach.…That's when you try to optimize your site…for one or a few terms that have…a large search volume.…

So for the store we're going to build,…we could try to go for the keyword cake store.…There's going to be a ton of traffic for that term.…And if we rank well, we could get thousands…of visits every month.…The great part about the fat head strategy,…is that you don't need a giant list of keywords…that you're always trying to optimize.…You have one keyword, and all of your copy…and pages are about that one keyword.…The downside is that it's hard to rank…for a popular term.…