Be realistic when you select your head terms, and evaluate the competition. Picking broad head terms that have established web sites ranking for them within the top few search results is setting yourself up for failure if you are starting from scratch with a nonestablished domain. Although ranking within the top few organic results for the keyword could lead to significant revenue generation, a newly established website with no authority in the eyes of search engines stands little chance of gaining top placement for such a competitive broad head term. And even though you cannot immediately rank for a general head term, you can break down the general term into smaller, more specific topics, and optimize for those tail terms throughout your website.
