A search engine optimization campaign is often said to be successful if a website ranks for a particular number of keywords - SEO consultants like to give a 10 keyword or a 20 keyword guarantee. But is it enough to just get top 10 rankings for a client when you know there is a vast sea of keywords left untapped out there?

I believe it is not. Why target just a few keywords when an in-depth analysis would show that there are at least 100 relevant keywords which generate traffic, most of which would be relatively easy to optimize for.

In my personal opinion a good search engine optimization campaign revolves around selecting varied but relevant keywords and phrases and analyzing them for traffic and competition. Once that has been done, a good SEO campaign would include a plan to steadily but surely rank as many keywords as possible in the search engines over time. Thus helping the client benefit the most out of his search engine optimization campaign.

Keyword analysis has to be a combination of client interaction, study of optimized competitor sites and estimates offered by independent keyword selection tools and PPC engines.

Another very important part that is forgotten or just not paid to much attention to is analysis once the keywords are ranked. Analysis doesn't just include a monthly traffic report or a ranking report, but includes analysis of the percentage of conversions, sales made or leads generated, for the traffic that has been directed to the website.

A conversion report over time should be the benchmark which helps separate the good keywords from the rest of the pack... keyword that in spite of getting traffic don't seem to convert into leads or sales.

Finally it is this tweaking and enhancement of keywords derived from good and in-depth stats and analysis, which is the difference between a seemingly good search engine optimization campaign and a really successful one.
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 Written by Alex Lekas