Ian Lurie in WSA Search Engine Optimization Panel Discussion
February 15, 2005, Seattle, WA: Semantic space and topical marketing were the words of the day last night, as Ian Lurie participated in the WSA’s Dinner Meeting Panel Discussion, “SEARCH: Key Words, Key Strategies, Key Technologies.”
The panel covered a broad range of topics, from localization to increased competition between the major search engines.
Ian’s remarks focused on the rise of semantic search tools, and the need for search marketers to avoid keyword stuffing and other questionable tactics. With search engines slowly improving their ability to find synonyms and similar meanings, and tightening their filters that detect search engine ‘spam’, a more topical focus is a better avenue to stable search rankings, Ian said.
Ian went on to say that, while keywords are still the crux of a search engine optimization campaign, it’s best to emphasize good optimization practices – a sound site architecture, good, quality content, standards-compliant code and relevant linking – and spend less time worrying about keyword density. This more strategic focus renders better results in the long term, and is more stable in a changing SEO environment.
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