Back in the day, a keyword stuffer’s greatest ally was the Meta keyword tag. Of course, once Google realized what was going they found ways to rank without this option. Some people still use it on their pages (you can tell when you view a page source and there is a long list of target keywords in the Meta data), however, it’s generally deemed worthless. This week on SEO Roundtable, Ben Pfieffer says that Google may use the Meta Keywords tag again, based on evidence of the search engine using keywords in the tag for internal site search boxes.
If there’s one good thing bad economic times do, it’s that they force businesses to evolve and adapt to get through them. This time, SEO is one of the tools that’s emerging for business development. Stoney deGeyter’s post over at Search Engine Guide discusses the reasons why small businesses can’t afford to not utilize SEO. Many businesses have a lot of money invested in other marketing tools (Yellow Pages is one example given), and they’re hesitant to invest more money in SEM. Consequently, deGeyter suggests gradually shifting your budget to SEM so as not to disrupt any gains achieved through more traditional marketing programs.
According to Sarah Arrow of Search Engine Journals, you should be sure blog on what’s trending every now and then. Arrow decided to blog on what was a hot, trending topic according to Google Trends, and even though it was off topic compared to the general theme of her blog, it still generated a huge traffic spike. Also, she saw her subscriptions increase as well. She expounds upon this phenomenon by explaining that people aren’t necessarily looking for topical blogs, but articles on topics of their choosing; so, if given an easy option of subscribing, they could subscribe based on one good article, which will help your rankings.
Do you have a client who wants you to do SEO for them, but their product or service has virtually no search demand? As Randfish of SEOmoz notes, this would be an SEO mountain. Luckily, Randfish offers some great advice for how to climb the SEO mountain of no search demand. He suggests using substitute keywords, or, if a product or service isn’t a direct substitution, you can make a comparison with your content. He also encourages SEOers to think about attracting the audience instead of the search queries, and, finally, he suggests an age-old tactic—brand building. Check out his post for the details.
Everyone likes a fad: reality television, tech vests you name it. But, as Michael Gray of Graywolf’s SEO blog warns, building a website around short-term content does not usually lead to long-term success. While it’s a very good idea to incorporate trending topics into your existing blog or website, building an entire SEO campaign around one popular, but fleeting, set of keywords will result in “a lot of glory but not a lot of payout.” Gray suggests to instead build websites around evergreen content, or content that’s devoted to driving traffic to a website for a long period of time.
As we’re still in the first month of the New Year, search engine marketing consultants are looking for new ways to ramp up their SEO campaign. Before you get too excited about your brand new list of strategies, be sure to check out Lindsay Wassel’s post, 32 SEO Tactics to Avoid in 2011 at SEOmoz. From keyword stuffing, all the way to link network schemes, it’s all here. Lindsay writes about ways in which we can minimize our to-do lists by suggesting tactics to avoid. So what are you waiting for? Take a look and learn how to truly optimize your SEO campaign.
Abby is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through PPC and SEO.