Obviously, the more keywords you have ranking in the search engines, the more traffic you are going to get.
If your website is optimised correctly, this traffic should convert into leads.
The more leads you get, the more new business you win, so it makes absolute sense to make your keyword rankings a priority.
The trick with keywords is to target ones that will work for your business.
If you offer a very niche product or service, short tail search terms might be the way to go for you.
If your product or service is very similar to others in the marketplace, you may need to look at longer-tail modifier searches and go for those keywords (for example, IT Support is a short tail, IT Support for Vets, is a longer tail modified keyword).
These differences are subtle, but they make A LOT of difference in the SERPs.
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This is one of the first stages of any SEO project (once your technical SEO has been completed) and is designed to get you a return on your investment as quickly as possible (do bear in mind that you need to allow at least three months for any results).
Your keyword rankings can also be boosted by acquiring backlinks to your site using broad and exact-match anchors (links) to your pages that have been optimised.
Backlinks have to be approached carefully. Too many, too quickly and you could find that your site is actually penalised and all the hard work doing your technical and on-page SEO goes to waste.
Whatever approach your site might need, one thing is true – get this right and you’ll be getting new leads from new visitors that you didn’t have before.