Mr Wall suggests that non-commercial keywords could be more successful in the long-term
Friday, 16, Jan 2009 02:56
Businesses do not necessarily need to target the most commercial keywords in order to have a successful search engine optimisation (SEO) strategy.
This is the claim of Aaron Wall of Search Engine Land, who suggested that in a competitive market with lots of firms using the same keywords, companies may do well to consider less popular search terms.
"These may not be short-term moneymakers, but if they have less competition then ranking will be easier," he wrote, adding that this in turn will generate traffic that could increase the number of people linking to the site and potentially boost conversion rates.
Mr Wall's keyword tip was one of five recommendations geared towards helping companies design search engine marketing campaigns that stand out from the rest.
Using a number of different keyword tools together, changing the format of optimised content, learning enough about subject matter to produce expert content and drawing on personal experience were his other pieces of advice.
Last year, Mr Wall suggested that firms should stay clear of using dates in URLs as these can affect search ranking results.