by Dan T
5 TNE Volume 1 - Issue 6
lbert Einstein famously defi ned insanity as “doing
the same thing over and over and expecting
He wasn’t talking about search marketing, or business,
but that doesn’t matter. That little fact hasn’t prevented
every pointy-haired boss in the history of business from
repeating some variation of this simple idea as his or her
You know what’s really funny? It’s actually only half true.
Because doing the same thing in a slightly different way,
or even doing the same things in a different order, can
lead to a dramatically different outcome.
Keyword Strategy Ain’t Sexy…
I’ve spent a lot of time over the past ten years thinking
about keywords and keyword strategy. You might say, an
unnatural amount of time. I’d have to agree with that.
You might think, after all that time, that there wouldn’t
be anything new to say about keyword strategy. I’d have
to disagree – I don’t care how much you know (or think
you know) – there is always room for improvement.
Most people, if they think about keyword strategy at all,
are probably asking a simple question:
“Which keywords are going to bring me the greatest
return for the time and money I invest in search
That’s a good question, but if you stop there, you’re
not going to get the greatest return. Keyword strategy
doesn’t stop when “doing SEO” starts. Building that
initial keyword list is the easy part.
In fact, the initial “keyword research” phase can be
fi nished very quickly these days, thanks to tools like
Keyword Discovery, Nichebot, and Google’s Adwords
Keyword Tool, that will examine a web site and build
keyword lists automatically.
The Real Time Suck Is “Doing SEO”
The truth is that you spend the bulk of your time,
money, and brainpower on getting pages ranked.
There are also some very distinct steps in acquiring
rankings, traffi c, and profi ts from a search term you’ve
decided to target:
Deciding which page(s) you’re going to optimize