We Rank #1 for Purple Polka Dot Widget Sticks!

This search engine optimization tip is brought to you by the Austin SEO Guy — search engine wisdom for Austin, Texas companies.

Have you ever visited the website of an SEO company and seen a boast like this?

"We are the best SEO company on the planet. Don't believe us? Well, just click on this link and you'll see that we rank #1 in Google for the phrase "Awesome Austin SEO Marketing and Web Specialist Group."

Am I exaggerating? Only slightly. But in truth, I can't tell you how many times I've seen this tactic on the home page of an SEO company.

Here's how it works:

1. The company optimizes one of their web pages for an obscure phrase that nobody is searching.

2. Because the phrase is obscure, it's also non-competitive and easy to rank for (even in Google).

3. When they've achieved their first-page ranking for the obscure phrase, they brag about it on their home page.

4. Unsuspecting prospects say, "Wow, these guys must know their stuff."

Here's my problem with it:
90% of the time, these are the same kinds of companies that do backwards SEO for clients. Backwards SEO is finding obscure phrases a website ranks well for, making a list of them, and sending them to the client with a note that says: "Look how great you're doing in the search engines!"

Here's how it's supposed to work:
The SEO company gets to know you, your product or service, and your website. Then they get to know your audience. They use SEO research tools to find out what phrases your ideal prospects are entering into search engines. Then they base your SEO campaign around those phrases -- not obscure, worthless phrases that are easy to rank for.

Conclusion:
If an SEO company tells you what phrases you're ranking for, your first question should be: "How many people are searching those phrases?"

P.S. I really do rank #1 for purple polka-dot widget sticks.

Until next time...

-The Austin SEO Guy