I'd say ranking potential in the sense that you want to use your home page equity for those keywords that are very competitive and/or costing the most.
In principle your brand name shouldn't be expensive if you go PPC so you can rake in low cost high conversion traffic via PPC.
There was an interesting presentation on the analytics panel (which I was called to moderate at the last minute) remind me to further elaborate in a few days.
Still plowing thru Emails and feeds ...
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