Are we having fun yet?
This is backwards. Build a great, usable site first, then tweak it for the search engines. It's not that hard if you focus on users first.
No one wants to believe it really is this easy, but it is:
- Build an informative, easy-to-use, search-friendly site.
- Include as much information as you know- sell, support, and inform online
- Go back through and tweak the copy to reflect your selected keywords where it makes sense, focusing on no more than 1-4 phrases per page
- Get quality incoming links
- Be patient
The fact that their site rarely every made a sale didn't seem to figure into the equation! It's completely backwards, unless you are building a site for bragging rights and like having a hobby site that ranks #1.
When you focus on the wrong metrics, it's impossible to be profitable.
- A PR number will not buy your groceries
- A high ranking for a keyword phrase no one searches for is about as useful as swim goggles and a snorkel in the middle of the desert
- A high ranking for a keyword phrase that really isn't what you do is worse because it leaves people feeling decieved and eats up your bandwidth
- You can't cash in high ranking keywords or PR numbers and take a vacation to the beach.
- Website traffic is nice for making charts to show to your friends, but if the people who visit your site don't give you a credit card number, they are just using up your bandwidth.
Lowered traffic is not a bad thing if none of those people were going to buy what you offer anyway. It's simply more efficient and more profitable. It's a good thing to qupte everyone's favorite jailbird.