Why I don’t want to be top of search for internet marketing

I am regularly asked to provide advice and SEO services to clients who’s stated objective for their search marketing is to be top of the search engnes (usually Google) for a key search phrase, it’s usually a frequently searched phrase and often very competiitive.

I have to explain that this isn’t a very commercial strategy and could be a a risky approach to their internet marketing. So why is focussing on a single phrase not wise from a business perspective? Continue reading