Comments on: Aligning Keyword Strategy with Corporate Goals

By: Nick Stamoulis

Nick Stamoulis — Mon, 07 May 2012 14:14:45 +0000

This is why keyword research is essential. Just because you think of the product or service in one way, doesn’t mean that others don’t think of it differently. It’s important to develop a mix of keywords that incorporate the long tail to attract searchers at different points of the buying cycle.

By: Danika Atkins

Danika Atkins — Wed, 02 May 2012 19:07:24 +0000

Thanks, David! Some of the worst mistakes we make as marketers can come from making snap judgments. Taking a step back and developing a strategy helps us avoid some of those pitfalls.

By: David McCormick

David McCormick — Wed, 02 May 2012 18:34:00 +0000

I agree with Mackenzie, that paragraph is the gem in what you’re saying here. It can be almost a reflex to take action too quickly when confronted with a challenge instead of taking the time to understand not only what the problem is exactly, but also how it’s influenced by greater forces.

Great reminder for us all to keep a cool head and move forward intelligently. Thanks Danika.

By: Danika Atkins

Danika Atkins — Wed, 02 May 2012 18:16:29 +0000

Hi Mackenzie,

Great way to handle that situation. Having a process in place to help clients understand the value of SEO in relation to other marketing efforts is crucial. It’s easy to lose sight of the bigger picture.

By: Craig Biles

Craig Biles — Wed, 02 May 2012 18:12:51 +0000

Well said and this was an excellant way to illustrate the point. I used to use the Golden Rule (Do unto others as you would have them do unto you) as how we each see and want different things. I’m not a touchy feely person so you might want a hug when you’re sad but I’m happier with an empathetic ear when I’m sad. Both are good responses but finding out which one is the better fit for the individual is the key.

By: Mackenzie Fogelson

Mackenzie Fogelson — Wed, 02 May 2012 16:58:04 +0000

Love this: “When your CEO asks why your company isn’t ranking for “widgets,” don’t go into keyword-stuffing overdrive. Take the opportunity to clarify and align your efforts with overarching corporate goals. The objective may be to promote a specific service segment and increase revenue to the department, not rank for the short-tail descriptor.”

Just had a meeting yesterday where the client couldn’t get off of the keywords. We always try to explain that SEO is such a small piece and that without considering goals and global picture (like you’ve described), as well as link building and social media efforts, you’re likely not getting anywhere.