Keyword Efficiency

Attempting to target hundreds of keywords without an efficient content publication strategy is impossible – creating a separate page for each keyword will not get the results you want.

The central focus of our gap analysis and SEO process is efficiency. We think long and hard about the best content publication strategy and website structure for your campaign, which means all you have to think about is dealing with more customers.

Landing Page & Keyword Allocation

Most companies will select a list of keywords based on search volumes, conversion rates and potential traffic but this is an overly simplistic approach and doesn’t take into account the ability of individual landing pages to rank for multiple keyword variations.

The Branded3 approach looks at keywords on a landing page basis rather than just selecting keywords based on their individual potential traffic and sales. Once we have carried out the keyword research process we allocate each keyword to a landing page and then add up the potential search traffic to each landing page – this gives us a list of target landing pages to build links to, rather than a list of target keywords.

Since our link-building process involves a lot of variation of anchor text to avoid any over-optimisation problems we can naturally vary the anchor text around lots of target keywords for each landing page.

Optimising Landing Pages

It’s important to understand that landing pages don’t have to be highly optimised for a particular keyword anymore. It’s far more important to have a relevant page with a trusted link profile than to have lots of super-optimised pages with very few quality links.

As an example, if we were working for a finance company we might want to target the following keyword list:

• Loans
• Cheap loans
• Cheap business loans
• Fixed rate cheap loans

We could then construct a page with the title “Loans – Fixed Rate Cheap Business Loans” which targets all 4 keyphrases with the one page.

This example is quite simplistic, but it’s easy to see how expanding the list of keywords from 4 to 400 would achieve considerable cost savings over a less efficient strategy.