Inspired by Search Engine Watch: Breaking the Single Keyword Obsession in SEO Campaigns


So you've been studying up on SEO and why your business website needs to be friendly to search engines. You've even convinced your boss to set aside budget for a search marketing strategies program. You did the research on your industry and came back with the top two keywords your competitors are targeting - your boss is demanding that your company's website win those keywords.


Your boss is wrong.

Okay, not completely wrong. But is your boss an SEO expert? Okay then.

It's tempting to go after the big fish when developing a search acquisition strategy, but your corporate strategy will benefit from casting a lower-profile "wide net" of keywords that customers are actually searching for.

When shooting dice in Vegas (craps is my preferred game for a number of reasons) it's tempting to bet the farm on snake-eyes. But the smart player knows the odds at the table and makes the same bets every time: pass-line and pass-line odds. The payout isn't as sexy as the 30-to-1 paid on those aces, but the odds are hugely long at 1 in 36. The "smart play" just described pays between 1:2 and 5:6 but the house edge reduces to a minimum.

Why play for a lower payout? Because you give yourself more opportunities to win at a much, much lower risk. AND you get to play more often!