Keywords with little competition require different tactics than keywords with high competition. If you want to get the best possible results for your website, you must use the right tactics with the right keyword.
1. On-page optimization has a higher impact for long keywords
The relative value of on-page web page optimization is very high if you target very long keywords with little competition:
Here's an example: say you want to be listed for the search term "buy blue nike 'the overplay' basketball shoe in Atlanta" then it is enough to optimize one of your web pages for that search term because the competition for that search term is not high. You don't need many inbound links to get high rankings for that keyphrase.
If you target more competitive keywords, you need more backlinks to get high rankings in the search results.
2. Even if you target competitive keywords, it is important to optimize your web page content
The chart above might create the impression that web page optimization is not important to get high rankings for very competitive keywords. That is not the case. Optimizing the contents of a web page is the essential basis for high search engine rankings.
By optimizing a web page for a keyphrase, you tell search engines that the web page is relevant to that keyphrase. If more than one web page has been optimized for that keyphrase (which is usually the case) then the web page with the best inbound links will get the highest position in the search results.
For example, the website www.cnn.com has 46,600 inbound links according to Google. Although CNN.com has so many inbound links, they do not rank for the keyword "buy blue nike 'the overplay' basketball shoe in Atlanta" because the website has not been optimized for that keyphrase.
3. Optimize your web page content, then work on the backlinks
If you want to get high rankings for a keyword, the first step is to optimize one of your web pages for that keyword. Then work on the links that point to the optimized web page to outrank other websites that have been optimized for the same keyword:
4. The more pages you optimize the better
When you optimize your website, optimize different pages of your website for different keyphrases. Start with longer keyword phrases that don't have much competition and then proceed with more competitive keywords.
For example, start with the keywords "buy sneakers in atlanta", "buy cowboy boots in atlanta", "buy pumps in atlanta", "shoe shop atlanta", etc. When you have managed to get high rankings for many of these keyphrases, Google will know that your website is relevant to the topic "shoes".
As soon as Google knows that your website is relevant to the topic, it will be much easier to get high rankings for more competitive keywords such as "buy shoes" or even "shoes".
The more pages of your website you optimize for different but related keywords, the better.
5. It's not necessary to have more links than your competitors
It's not always necessary that you have more links than your competitors. You need better links.
Try to get links to your website that use the targeted keyphrase as the link text (also called anchor text) and that point to the web page on your website that has been optimized for that keyphrase.
Don't focus on quantity, focus on quality. Getting hundreds of links from a link farm won't help your website as much as a few dozen links from relevant web pages with authority.
If your website has both optimized web pages and good inbound links then it will be easy to outrank web pages that only have one factor.
Our SEO software tool IBP can help you to optimize your web page content and to get backlinks to your website. You can download IBP on our website.