• Too often, search engine marketers overlook keywords ranking on page two of google results
• Page 1 keywords are tough to affect, and marginal increase in return on page 2 is much higher than page 3
• Example in the article shows improving ranking on a keyword from 11 to 6 increased traffic by 273%, whereas going from 21 to 16 increased traffic by 50%.

From the article:

How you strategically approach your own unique search marketing landscape may be the first of many decisions you make on your search marketing journey, but it is also the most important. A difference of inches when aiming the arrow can translate to feet downrange.

SEOs can often approach selecting target keywords with a strict “I’m-going-to-focus-on-the-keywords-with-the-highest-search-volume” mentality, while others favor a ‘flavor-of-the-day’ mindset and center on the keywords their CMO cares about most at the moment.

An often overlooked strategy for keyword building is to focus on those keywords in striking distance position — keywords ranking on page two of the search results.