There are many reasons businesses hire search engine optimization companies. Ranging from a desire to attract new customers through internet marketing channels to diversifying customer acquisition to ego. That's right, ego. Not all marketers hire SEO companies based on drawing in prospects and customers to brand material for engagement and conversions.
Often times, brands think of themselves as the leader in their category and therefore think their site should top Google's list for queries on generic industry terms. The trouble is, leading an industry offline isn't the same thing as being the top answer for a search query online. Chasing after such terms is very much powered by ego and not unlike a fairy tale of chasing after unicorns where there's a hopefulness that being #1 on a single word will magically solve their problems.
However, going after broad business terms isn't a complete waste of time. When ego-driven search engine optimization is productive, it's geared towards building brand reputation and PR value. Of course, by "PR" I mean public relations, not page rank. The rapport and credibility that comes from being in a top position for a generic business term can add a lot of value to online public relations initiatives, recruiting and investor relations.
Achieving top placement on broad keywords can certainly drive a substantial amount of website traffic. In terms of buying cycle, vast queries tend to be "tire kickers" and have value for creating awareness and education but not conversions. And that's okay, because the search experience isn't just a single event.
A while back I had a customer that said he wanted to be #1 on Google for the word "brain". This client had a weblog with a few thousand uniques per month. While many search optimization companies will talk about how tough that will be and suggest options, my first response is to always ask "Why?". Understanding drive (chasing unicorns vs. a fighting chance at achieving goals) is essential for assessing the value and contribution to business goals.
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