Spend less and be more productive. Easier said than done, right? Not if you know where to look.
Competing for organic placement for tried-and true-industry terms is tough. Everyone seems to be optimizing their content for the same handful of terms. But if you can spot an online trend or upcoming buzz-word in your industry and quickly add relevant content to your site, you will have a crucial first-mover advantage over your competitors. Being the first to create content on a hot new topic gives you that little known competitive edge in organic results – just like domains that have been around longer, you may develop a "trusted" status. In addition, being the first out of the gate means that when everyone else jumps on the bandwagon, they'll link to you to validate their own content.
We think of trends as most apparent in fashion or music. But even not-so-sexy industries have trends happening all the time. Keyword trends can be sparked by product launches, competitive shifts, or even broader economic changes. Or it may be that people are just using new keywords to describe the same old things. In the ever-evolving language of the Internet, this happens all the time.
Trend-spotting is an industry itself. But you don't need a crystal ball to identify and understand shifts in keyword usage. Here are a few suggestions on how to spot the next big thing so you can create keyword driven content that puts you at the top of the organic listings.
Once you've built new keyword-driven pages, you'll need to spread the word. To do this most effectively make sure you engage in:
Remember – only use keywords that are relevant to your site. Jumping on a trend just because it's popular can quickly backfire.
So, try this out, and come and hear me speak at SES San Francisco August 16-20, 2010.
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
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