Who Needs Sexy When You’re Rich? SEO and Keyword Diversity
Ian Lurie Jun 1 2007
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 “silverware”, but who needs sexy when you’re rich?
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More