SEOs are often confronted via their customers or their hierarchy with the obsessive goal of being on the front page on certain top keywords. If this positioning must remain an objective, it should not blind you to the risk of missing out on traffic potentially as interesting as that brought by these famous keywords …
SEO versus client: two different visions to coordinate…
” SEO is gaga “Is part of the cult replies of our CEO who last July when seeing the flyer of Lady Gaga’s concert at the Olympia on my desk had launched it compared to the disappointing positioning of one of our top keywords 🙂
Sometimes the referencing of a site progresses in general without the positioning of the top keywords evolving. As a web marketer by studying the statistics, you quickly realize that the work done on the top-keyword gives results on peripheral keywords, that the number of expressions generating visits increases and that these latter also progress.
Unfortunately very often and this despite numerous attempts to demonstrate these results the customers or the hierarchy remain camped on the famous position which does not evolve.
In addition, the results must arrive quickly (” The long term is in two days ”(Another true cult reply) while the most sought-after keywords are also those that require long-term work and a significant human and often financial investment.
Via a long-term SEO strategy and regular actions …
So how do you reconcile these goals with a viable SEO strategy? Not necessarily obvious … In any case, if in the long term you want to acquire the sacrosanct positions, you will need a long-term strategy and slightly turn away from these famous keywords.
Initially, when optimizing the site, you will not be satisfied with the targeted requests, you will have to carry out a semantic audit pushed to get and use as many derived keywords as possible.
Thereafter, by working for example the derived queries you will obtain positions on terms can be less sought but often transforming better. At the same time, you will work on the main expression little by little. An example, on the term ” Car Insurance “, Pages of content were created on derivative terms around theauto insurance by brand and aroundauto insurance by vehicle type. Regardless of the theme of your site, this type of page may be a solution among a whole range of optimizations to move towards your goal.
Finally, this strategy should also be applied to the partnership and link exchange part in order to diversify as much as possible the links that you will create with your partners.
Results to follow…
So you will increase your search engine visits and gradually work on the desired terms. And to follow this evolution without focusing solely on the Keyword, you will be able to study: all of the keywords generating traffic via your statistics tool or via Google’s webmaster tools. By studying for example the number of expressions as well as the percentage of visits coming from the first 10 keywords you will have a better idea of the diversity and the atomization of your requests.
To go further, you can read ” SEO long tail optimization “,” breaking the single keyword obsession in SEO campaigns on SearchEngineWatch “As well as our SEO file.
” SEO is gaga “,” The long term is in two days “… If you too have cult replicas of customers or others, do not hesitate to share them via the comments 🙂