RPI and CTP:
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
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
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
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 www.dessy.com, alfredsungdresses.com,
princesslodges.com and SEO for ModernBride.com.
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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