Ian Lurie // Oct 26 2007
But Google generates 75% of your traffic, right? So you can’t exactly pooh-pooh them.
As a compromise: Don’t depend on a few keywords. Diversify. Make sure that your site is positioned to rank well for lots and lots of keywords. Here’s how:
Does diversification work? Yes.
Last year at this time, one of our clients was receiving traffic from 4800 different phrases. We helped them clean up their site, make their title tags more relevant to each page, and revised their copy to be less keyword-stuffed. This October, they’re receiving traffic from 11,000 different phrases, and their revenue is up 57%.
Another of our clients lost ranking for the best phrase in their industry. It makes us grind our teeth, but while we’re working on boosting them again, the hundreds of other phrases for which they have top rankings are keeping revenue within 90% of last year’s. And since last year was a record year (by a long shot), they can do just fine. No one’s happy, trust me. But it’s not the end of the world, either.
Diversify. It works.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More