on the more common term in the knowledge that your listing might be crowded out by the many others also seeking to be highly ranked under the same term? Clearly it would be a trivial job to get your site listed on the first page of results from the more complex and specific query -- but what are the chances of someone actually typing all that in? Fortunately however, web pages are relatively cheap and quick to create so you don't have to choose between optimising your site for just a single query -- you can build a separate page for search term you want to be highly ranked. Yes, one of the key strategies for effectively harnessing the power of search engines is the use of multiple entry pages . Each entry page can be optimised for a specific search query that you think people will be typing when looking for sites like yours. Exactly how many of these pages you create will probably depend on your budget. The Optimisation Process It's all very well saying that you're going to optimise a page so that it ranks highly for a specific search query -- but how do you go about determining what makes a page highly ranked? This is the $64,000 question -- made even more tricky when you realise that each search engine will be using its own set of criteria to rank the pages it comes across. What gives you the number one position on Google may