Tips to help you develop a viable program.

By Alan Rimm-kaufman

If you sell widgets, you must rank No. 1 for “widget.” Many retailers believe that winning at organic search means gaining the top position on Google for their “hero phrase” — that single word or two (e.g., women’s clothing) that best describes what they sell.

This limited view is wrong for two reasons. First, you likely face incredible competition for that top spot. For myriad reasons, your site may not be able to get (or even deserve to get) the top position for your hero phrase.