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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 »
Last time I wrote about cleaning house and freeing up Google’s index for your best content. That’s a great antidote to Panda’s negative ranking factors that punish cluttered websites. But sometimes it’s not that easy to retire pages. In large companies like IBM, there are several brands and business units that offer products or services related to top words such as analytics or cloud. We simply can’t ask these business units to retire fresh content related to business-critical offerings. In these cases, our only option is to help Google crawl and index our content so that the most important content takes its rightful place in Google’s index, and hopefully Google’s search engine results pages (SERPs). I’m talking about creating clear information architecture (IA) that shows Google (and your users) the relative importance of pages related to the same keywords.