Let's say, however, that a member of their team gets a bee Shadow Making in their hat for not ranking organic for the phrase and getting beaten by Futuremark. And if they divert the energies from creating new rankable content or working on phrases they don't rank for at all, to push up for that phrase because it's the only one they've searched on and fixed? This is where a tool Shadow Making like SpyFu comes in handy. Looking at FutureMark, we can get a decent idea of their rankings and traffic with: Spyfu CompetitorSpyfu website Now let's look at Tom's: Spyfu website If I were Tom, I'd be more concerned with classifying new sentences and perhaps looking for the types of sentences that are losing ground than I ever would be about focusing energies on a single positional jump from the ranking of a competitor for a fraction of the terms.
;/;o? And that's just one example of the scenario Shadow Making I'm referring to. In other situations, people may focus out of the gate on a single vanity term as opposed to a more diverse (read: natural) spread of terms. If nothing else, it may be useful to remember the following: Diversity is security. All things being equal, it's better to have 100 phrases each Shadow Making driving 10 visitors than one phrase driving 1000. As algorithms evolve, you'll be less affected by the whims of Google. Don't fix your ranking against your competitors for one phrase - make sure you make the right keyword decisions to maximize your ROI and resources. Myth Keyword tools are accurate Bringing people to reality is often a sad but necessary task.
Many potential customers include in their initial emails the incredible search volumes for the phrases they are thinking of. Recall a few paragraphs from the part where I mentioned using Moz's Keyword Explorer as opposed to Google's Keyword Planner. Why is the Shadow Making former more realistic? That's because Keyword Planner is designed for AdWords traffic and typically produces numbers far in excess of the number of unique searchers who would reach through organic. The Moz tool takes this into account and adjusts itself algorithmically (but not perfectly) to give Shadow Making numbers closer to organic reality. For example, the term receives an estimated volume of 74,000/month using the Keyword Planner. According to the Moz tool, we're seeing it between 30,000 and 70,000.