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RPI and CTP: (cont'd)

Conclusion: What does it all mean?

CTP is totally dependent upon the RPI you can achieve. So, the best 10 keywords for a site that can achieve an RPI of 4 may be completely different from the best 10 keywords for a site that can achieve an RPI of 5.

Why? Because CTP can be high because of low competition, or because of a very high number of searches per day.

If your site has a low RPI, you'll want to target terms with lower competition. The high-competition terms may get more searches, but this won't bring you any traffic if you rank #400. If you target low-competition terms, you'll have a good chance of getting a high rank and getting relevant traffic.

If, on the other hand, your site has a higher RPI, you can shoot for more competitive terms that have far higher search frequency (they get more searches per day) and therefore get more search traffic after optimization.

At lower RPIs, the best keywords will be those with low competition. At higher RPIs, the best keywords will tend to be the ones with high search frequencies.

Portent approaches any search engine optimization campaign from two directions. Any good search engine optimization campaign starts with a realistic estimate of your RPI, and then chooses target terms based on a balance of CTP and RPI. By targeting terms for which you know you can achieve a strong rank, you can generate good, relevant traffic in a relatively short time.

Then we consider how we can increase the RPI of your site, with content strategies that may include corporate blogging, conversion of legacy content to new pages on your site, or completely new sections and information.

This balanced approach is the best way to achieve good short- and long-term search engine optimization results.

About the Author

Matthew Henry is the search engine optimization specialist at
Portent Interactive, a full-service internet marketing agency in Seattle, WA. Portent offers complete Internet marketing support, including search engine optimization, e-mail marketing, and web design and development. Recent projects include,, and SEO for

About the Editor

Ian Lurie is an Internet marketer in Seattle, WA. He started his Portent Interactive in 1995. Ian has a law degree from UCLA and has successfully avoided practicing law for almost ten years.

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