Yes, I know, they got that poor excuse for a business to No 1 in GOOGLE (as if the UK uses any other search engine). However, do you know whether or not that keyword had high or low competition. Or even whether that keyword is high or low traffic or more importantly whether that keyword is a good convert into sales?
This is a big issue and really requires some thought when you are looking for an UK SEO consultant. There are many consultants below this site in SEPRs with long lists of successes. Everything they have done had got to No 1 in GOOGLE (Yes..shock horror….in GOOGLE!). But does than mean they were targeting those keywords? No.
The reality is you will rank No 1 for many keywords just on your content and age of site alone. Whether or not those keywords are important is another story. Incidentally, this site is currently (21/06/12) No 1 for SERPs Recovery despite never attempting to target that keyword.
A decent SEO consultant should be able to rank you for multiple keywords. You won’t know until you rank well for they how they convert into sales/business.
Further, don’t get conned by claims of the keyword competition with 1000s of other sites. When you search in google you will get a result tag like “About 79,900 results (0.14 seconds)”. This does NOT mean there are 79,000 site competing for those keywords. In fact it only loosely means that those keywords can be contained in the search results (any combination). Yes, you can further filter the results to show only results that exact match your chosen keywords, and using some technical know how you can shorten the results further so they only show sites with those words in the ‘titles’.
So 79,000 results can be reduced to 5,000 and still a lot of those are secondary pages which will provide little competition to a site targeting those keywords.
So do not fall for “we got XYZ to the top in Google beating thousands of other sites”; it simply isn’t true and especially for local search. For local searches you’ll be luck to compete with a handful of sites.
But really, the reason for this blog article is to say that being No 1 is not the most important factor. They important factor is to increase your business sales or exposure. If than means being No 5 in a highly competitive niche in Google.com rather than No 1 for a low comp keyword in Google.co.uk then so be it.
Unfortunately, a lot of SEO clients fail to care about this. They get you to the top by buying links for low competition keywords; charge you and on going fee for maintaining something that doesn’t require monthly maintenance and pocket a nice little earner.