Who Needs Sexy When You're Rich? SEO and Keyword Diversity
June 1, 2007 by ian
One of my clients is having his best year yet. He also just lost his #1 position for a really important keyphrase.
How can he have the former in spite of the latter? Diversity. He's got top 5 rankings for dozens of phrases. While the Big Money phrase gets hundreds of searches per day, and slipping from #1 to #3 is depressing, he also has top-3 position for hundreds of phrases that get 1 or 2 searches per day.
And those longer, better targeted phrases generate better conversion rates.
That's why I prattle endlessly about making your site crawlable, aiming for semantic spaces instead of phrases, blah blah blah. Trust me - ranking #3 for every phrase that includes “custom tableware†may not be as sexy as being #1 for “silverwareâ€, but who needs sexy when you're rich?
Technorati Tags: search engine optimization, seo
Join the Conversation:
Adam says:
June 4, 2007 07:22
Hi,
I'm interested to know what you mean by semantic spaces? I've not heard that phrase before..
Thanks
ian says:
June 4, 2007 20:55
Hi Adam,
Search engines are increasingly good at semantic analysis. For example, they might understand that 'car' and 'auto' often represent the same thing.
'Semantic space' is a topic area represented by many phrases but one concept. So 'Schwinn' might be a keyword, but 'bicycle' might be the semantic space that 'Schwinn' occupies.
Hope this helps,
Ian