'Take advantage of SEO' during the crunch
Friday, 24, Oct 2008 08:30
Brand marketers should take advantage of search engine optimisation (SEO) during tougher economic times, it has been asserted.
Writing on web resource Search Engine Land, sector commentator Galen DeYoung states SEO continues to be one of the most cost-effective online marketing strategies, especially in the long term.
He states if a site and the pages that make it up have responded well to desired search terms in the past, they should be tweaked in order to take advantage of the changes in the market.
Mr DeYoung suggests identifying whether the requirements of clients have changed as a result of the economic slowdown and, if this is the case, looking at what different words prospective customers may be including in their queries that they were not using before.
"Likely, there are many pages on your site that should be modified to speak to these tough economic times and the changing long tail. Adjust and expand the copy to ensure it resonates well with your prospects' concerns," he concludes.
Meanwhile, a recent poll by TopRank identified SEO as the top recession internet marketing technique.