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Why you should consider centralizing your search keyword lists
Photo credit: Wikipedia
Last month, I wrote about 2 challenges to keyword collaboration. Among other things, I argued for the importance of developing a corporate keyword database for digital marketers. Without keyword collaboration, your digital assets will compete for the limited time and attention of your audience. Chances are, a relatively small set of words are both relevant to your product offerings and your client’s needs. In large organizations, like mine at IBM, multiple sales and marketing organizations will chose the same words as the basis of their assets, unwittingly competing against each other for space in Google’s search engine results and diluting their search effectiveness.The solution to this problem is a centralized keyword discovery system, which helps companies learn, manage and govern the keywords most strategic to their business. Read the remainder of this entry »
The Rise of Content Strategy–What to do about Google killing SEO
I was sitting in a hotel lobby preparing to present as part of a panel at OMMA Global in San Francisco when a co-panelist said something that shocked me. “People ask why I got out of SEO to focus on paid media. I answer that Google wrecked SEO, so all that’s left is paid.” The context: we were talking about all the changes Google has made recently to make SEO more difficult–some might say impossible. As the global search strategist for IBM and a co-author of a book on writing for search engines, I am well aware of the difficult times ahead for SEOs. But it shocked me that smart people like my co-panelist would abandon the field altogether because he was sure that Google is killing SEO and that trend will only get worse over time. Read the remainder of this entry »
