SEM Strategy: Less is Much More!
I still bump into website owners that think they need to dump an exuberant amount of content on a weekly basis in order to acquire “links” for their website. What these website owners sometimes have a hard time understanding is that less is often times more. In 1997 more was beneficial but the algorithms have gone through many changes since then that many website owners seem to forget or simply don’t understand.
Article Marketing
More: Writing 500 articles a month hoping it will make an impact on your website when in reality it most likely will hurt it.
Less: Writing one or two strategic articles and targeting industry locations where they can gain high visibility is a less approach that could lead to greater visibility.
Social Media Marketing Communication
More: Posting 5-10 self-promotional links everyday bombarding your followers or fans.
Less: Posting a link to a well written blog post and pushing out other links to great pieces of content that will help your follower or fan base grow.
Keyword Research
More: Targeting only a few high volume keywords for your entire website and missing out on the big picture of targeting long tail.
Less: Targeting a healthy mix of short and long tail keywords with a variety of search volumes strategically throughout your website.
Online Video Marketing
More: Producing low budget and low quality videos repeatedly thinking they will make any impact on your search engine optimization.
Less: Taking your time and planning one or two really good videos over a longer period and really marketing those videos through a variety of social methods.
Blog Commenting
More: Leaving short useless comments on a variety of blogs thinking you are doing something beneficial for your search marketing.
Less: Picking a small handful of blog posts that are strategic to your business and leaving well rounded responses that help add to the conversation that is occurring.
For many years the whole idea around search engine marketing was to pump out loads of content and information thinking it would actually do something for your business. Things have changed and that is no longer the case. A strategic laser targeted approach will often times have a much stronger impact on your search engine marketing.
11 Responses to “SEM Strategy: Less is Much More!”
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SEO has become a rather meticulous and precise process that has undergone many changes over the years and will undoubtedly go through more changes as we increase our own personal potential to change technology and the way in which it works.
Wow, people actually write 500 articles a month? That’s impressive!
I deffinitely agree that marketing your small business website is a strategic game where slow and steady tends to beat out the obnoxiois seo campaigns that bombard you and then stop.
I also agree that targeting broad keywords is not often the best strategy. It is good for bragging rights but as far as ROI, you are probaby wasting time and money with random visitors that did not get to your site for the right reasons in the first place.
Seo should be about earning your business the most money, not ranking high with the most keywords.
Hi Dan,
Thanks for reading and sharing your thoughts! Yeah, it is amazing how some people still think great SEO/SEM is creating and distributing 500 (or more) articles a month! Clearly not the case!
Thanks & Take Care,
Nick
Slow and steady wins the race indeed. I think these days consumers are pretty used to spam and to tuning it out. This kind of mass marketing is just like spamming and I think people can see pretty clearly through it.
Thanks for reading Sasha and sharing your thoughts! People sure do see through the spammy approach these days…
Thanks again & take care,
Nick
The keywords / phrases are just as important in your offline PR as many offline articles end up online or going viral anyway. A good keyword strategy makes it easy to share!
Just shared your article on my social media accounts – good info; I always enjoy reading your items. Thanks!
Nick,
Great article, I agree 500 articles would be exhausting, and spam-like in nature. You have talked about duplicate content in the past, I have one client that does write his own articles about 5 per month and they are excellent. He also, finds about 10 articles per month that he wants posted to his site and I am ok with posting them (citing the author and posting a link) only because they would be of some value to his viewers and customers. We only distribute his 5 articles, and only post the other 10. Would you think this was OK to do? Love reading your articles every day.
I have a website I have worked on continueously and listened to many online advice and yet I cannot seem to get the proper advice on how to attract potential clients. I do not do the blogging most of the time, I think I have written 2 articles, and have very few links. I also do very little emailing of my specials, maybe once monthly, I am also on a lot of local advertising pages like merchantcircle, is there something I can do to help attract more clients?
Excellent guidance and advice, Nick. Thanks for another great post.
There are just way too many people who are trying to transition from offline to online marketing- thinking they need to blog every day, write a handful of articles each week, and live with Facebook and Twitter in front of their faces.
I’ve always smiled and told them to do what their schedule allows. Less is definitely more.
Hi Reid,
Thanks so much for being a loyal reader and your comment!
Less is always more, if it is done correctly!
Take Care & Happy Holidays!
Nick