Let's take a walk...a walk back in search marketing time...
In 2005 search was much different than it is right now in 2009. I was doing a Google Image search and stumbled on this little gem of a heat map:
As with fashion trends, hairstyles, and car models, marketing efforts and what consumers are receptive to also changes. Or shall I say, evolves? Being above the fold (positioned in search results where the searcher doesn't have to scroll down) is imperative in SEO positioning. If you're a shoe retailer the likilhood of winning the word "shoe" is probably not realistic. However, what if you were to win "Strappy Silver Stilletto". Just as valuable? No....its MORE valuable! If I'm searching for strappy silver stilletto's, I don't want SHOES, I want THOSE SHOES!!! I'm so much more likely to buy and become your customer than a searcher simply searching for "shoes". This is what is so powerful about blogging for search, and Compendium in general. We target those terms that are winnable for your business, and get you the qualified traffic your company needs. By organizing and focusing this content the liklihood of you winning those more targeted terms is a reality...not something you have to pay for over in the paid search side. That's just advertising, we're SEO.
In 2005 search was much different than it is right now in 2009. I was doing a Google Image search and stumbled on this little gem of a heat map:
As with fashion trends, hairstyles, and car models, marketing efforts and what consumers are receptive to also changes. Or shall I say, evolves? Being above the fold (positioned in search results where the searcher doesn't have to scroll down) is imperative in SEO positioning. If you're a shoe retailer the likilhood of winning the word "shoe" is probably not realistic. However, what if you were to win "Strappy Silver Stilletto". Just as valuable? No....its MORE valuable! If I'm searching for strappy silver stilletto's, I don't want SHOES, I want THOSE SHOES!!! I'm so much more likely to buy and become your customer than a searcher simply searching for "shoes". This is what is so powerful about blogging for search, and Compendium in general. We target those terms that are winnable for your business, and get you the qualified traffic your company needs. By organizing and focusing this content the liklihood of you winning those more targeted terms is a reality...not something you have to pay for over in the paid search side. That's just advertising, we're SEO.
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