Spoiler: If You’re Targeting Everyone, You’re Reaching No One
We hear it all the time from businesses trying to grow online:
“We just want to rank on Google. For everything.”
The problem? That approach almost never works—and it’s one of the biggest reasons SEO efforts stall out.
At Root Company, we believe in smarter—not broader—SEO. Chasing dozens (or hundreds) of keywords without a plan spreads your time, energy, and budget too thin. Instead, a focused, intentional keyword strategy will help you attract the right traffic, improve conversions, and grow sustainably.
Here’s why “ranking for everything” isn’t a real strategy—and what to do instead.
The Problem With Trying to Rank for Everything
1. It Dilutes Your Focus
When you try to cover every topic or keyword, you:
- End up creating surface-level content
- Miss opportunities to go deeper on topics that actually matter to your audience
- Struggle to build topical authority
Search engines reward depth, not breadth. It’s better to own a niche than to dabble in dozens.
2. It Attracts the Wrong Visitors
If your content isn’t aligned with your actual products, services, or local area, you’ll draw unqualified traffic—people who are never going to convert.
High traffic doesn’t mean high value.
3. It’s Resource-Intensive and Inefficient
Trying to rank for every possible keyword burns through your time, budget, and team capacity without clear ROI.
You don’t need 500 blog posts to get traction. You need the right 10.
4. It Confuses Search Engines (and Users)
A scattered SEO strategy sends mixed signals to Google. Are you a dentist? A skincare brand? A travel agency?
If your site tries to be everything to everyone, it will likely rank for nothing. Google wants to see expertise—and that means staying in your lane.
What to Do Instead: A Targeted Keyword Strategy That Works
Here’s how we recommend approaching keyword strategy:
1. Get Clear on Your Core Topics
Start by identifying 3–5 topics that reflect:
- What you offer
- What your ideal customers are searching for
- What you want to be known for
Example (Local Gym):
- Personal training
- Mobility warmups
- Nutrition coaching
- Group fitness classes
- Workout plans for beginners
These become your core keyword themes.
2. Build Content Clusters
Instead of writing one blog per keyword, create content hubs around each topic.
Using the “personal training” example:
- Service page: Personal Training in Ann Arbor
- Blog post: What to Expect at Your First Personal Training Session
- FAQ: How Often Should You Workout With a Trainer?
- Guide: Personal Training vs Group Fitness—What’s Right for You?
This approach builds topical authority—something Google values highly in 2025.
3. Prioritize Long-Tail and Local Keywords
Don’t compete for high-volume “vanity” terms like “personal trainer.” Instead, go after long-tail keywords like:
- “personal trainer for beginners in Ann Arbor”
- “women’s strength training near me”
- “how to choose a personal trainer at 50”
They may have lower volume, but they’re higher intent—which means more conversions and less competition.
4. Optimize for Intent, Not Just Volume
Ask: What is this searcher trying to do?
Create content that matches that intent:
- Informational intent → blog or guide
- Transactional intent → landing page, service page, or product page
- Local intent → location-specific content and Google Business Profile optimization
5. Measure What Matters
Focus on the metrics that actually impact your business:
- Keyword rankings for your top services or offers
- Organic traffic to high-converting pages
- Leads, bookings, and calls—not just pageviews
You don’t need to “go viral” to get results. You need to show up where it counts.
Need Help Focusing Your SEO?
Trying to “rank for everything” is like trying to open a restaurant with five different menus all at once—it sounds ambitious, but it’s unsustainable. A focused SEO strategy that reflects your actual audience, offerings, and goals will always go further.
At Root Company, we help businesses ditch keyword overwhelm and build search strategies that drive real growth.
We’ll help you identify the keywords that matter, build authority in your space, and grow your search visibility the smart way.
Book your free strategy call now »