The problem with keywords
Should we as marketers be getting as hung up on keywords and SEO as we are?
I have two themes:
- Keywords are problematic
- Should we be spending so much time on SEO to bolster our rankings?
Keywords are Problematic
One of the smartest men I know, Dr Bertie du Plessis told me a number years ago that he doesn’t write for Google he writes for his target audience.
Tilly Davies of Call Centre Hub reinforced Bertie’s philosophy at a keynote she gave at the Professional Speakers Association of Southern Africa’s Gauteng Chapter meeting last Thursday.
She, as are the other content experts, says that if you have too many keywords in your articles, Google will penalise your website and give you lower rankings.
For me, right now, the top person to follow when it comes to search is David Amerland, author of Google Semantic Search. He explains the the reasons why old-school (2 years ago) SEO techniques don’t work anymore.
Here’s his marketing blurb … if it makes sense to you, Go to him.
Deep inside Google, brilliant researchers have crafted breakthrough “semantic search” techniques that are already transforming Google’s day-to-day search results. What does that mean to you? It means that if you want to be discovered on the Web, yesterday’s SEO techniques aren’t good enough anymore. Now, for the first time, there’s a book that tells you what to do instead — in plain English. Whether you’re doing your own SEO or supervising an agency, David Amerland’s Google Semantic Search will help you:
– Boost your site’s rankings today — and tomorrow!
– Take advantage of the Knowledge Graph, TrustRank, AuthorityRank, and other search innovations
– Improve the way you execute on content and social media marketing
– Take advantage of specialized Google “search verticals,” including Image and Mobile search
– Learn which social bookmarking services contribute to Google search ranking, and how to make the most of them
– Avoid (or stop using) old-fashioned techniques that are now counterproductive
Should we be spending so much time on SEO to bolster our rankings?
The other day I was having a discussion with one of my business coaches, Peter Carruthers from Business Warriors around SEO and my primary field; sales effectiveness.
He said he would come all the way from Norway (where he conducts his business from) and thrash me if I focused on SEO – particularly with the keyword, sales training.
His smart software indicated that less than 100 searches are made a month in South Africa for the keyword, sales training.
If this is really the case, then it is patently a waste of time – in my game anyway – to focus on keywords.
My Lead Generation Strategy
A lead generation strategy I have been following of late is simple.
Pick up the phone and make appointments. I don’t use my website as my primary lead generating tool anymore.
It is now used to showcase my expertise so that I can be considered a thought leader in the field of sales effectiveness.
According to a recent HubSpot article, Content Wins Customers – 83% of companies cite hig quality content as a top driver of winning new customers.
The rider is that I do my utmost to get every visitor on my website onto my emailing database. This gives me (relatively) qualified prospects to market to.
So, here’s the paltry searches in SA for ‘sales training’ and its derivatives (courtesy of Peter Carruthers):
automotive sales training companies 10
sales training ppt 10
sales training manual template 10
telemarketing sales training 10
sales training videos 10
training for sales team 10
phone sales training 10
sales management training courses 10
training sales staff 10
corporate sales training 10
professional sales training 10
bank sales training 10
sales training consultant 10
personal training sales techniques 10
apple sales training 50
software sales training 10
sales training programme 10
consultative sales training 10
real estate sales training programs 10
training in sales and marketing 10
sales training tools 10
sales management training seminars 10
apple sales training online 90
technical sales training 10
online sales training courses 10
insurance sales training 10
sales presentation training 10
online sales training programs 10
sales manager training 10
free sales training courses 10
training program for sales representative 10
sales training classes 10
spin training sales 10
sales training coaching 10
sales training dvd 10
real estate sales training 10
training sales jobs 10
impact sales training 10
sales training south africa 40
hotel sales training 10
sales training material 10
sales training webinars 10
training sales reps 10
sales training techniques 10
top sales training companies 10
sales and marketing training courses 10
sales training objectives 10
sales training program 10
carnegie sales training 10
sales process training 10
free sales training manual 10
sales skills training 10
sales training jobs 20
spin sales training 10
sales training videos free 10
sales training in south africa 10
sales training companies uk 10
sales representative training 10
marketing sales management training courses 10
call center sales training 10
timeshare sales training 10
pharma sales training 10
training for sales managers 10
medical device sales training 10
sandler sales training 10
telephone sales training 10
basic sales training 10
sales training courses 110
sales executive training 10
sales prospecting training 10
top 20 sales training companies 10
sales negotiation training 10
sales training apple 10
sales training materials 10
pharmaceutical sales training 10
sales training tips 10
automotive sales training 10
sales training games 10
solution sales training 10
sales training certification 10
brian tracy sales training 10
sales leadership training 10
sales training manuals 10
international sales training 10
training sales people 10
sales team training 10
training for sales reps 10
business sales training 10
sales training australia 10
auto sales training 10
free online sales training 10
sales training dvds 10
sales training courses uk 10
sales training 390
radio sales training 10
asto apple sales training online 10
training for sales manager 10
medical sales training 10
sales skill training 10
sales training seminars 10
sales training outline 10
strategic sales training 10
sales director training 10
reed training and sales 10
sales training course 10
sales training online 10
sales training module 10
training on sales 10
apple online sales training 10
training in sales 10
life insurance sales training 10
sales rep training 10
sandler sales training cost 10
b2b sales training 10
it sales training 10
direct sales training 10
retail sales training videos 10
richardson sales training 10
sales 101 training 10
sales coaching training 10
free sales training 20
sales training providers 10
hyundai sales training 10
new home sales training 10
financial sales training 10
sandler sales training reviews 10
sales training company 10
best sales training programs 10
sales training programs 10
sales training modules 10
sales training companies 10
motivational sales training 10
car sales training 10
marketing and sales training 10
sales force training 10
sales training ideas 10
training sales manager 10
pharmaceutical sales rep training 10
inside sales training 10
personal training sales tips 10
professional sales training courses 10
tack sales training 10
sales assistant training 10
sales and marketing training 10
sales management training 20
advanced sales training 10
training for sales staff 10
retail sales training 10
best sales training companies 10
sales training manager jobs 10
online sales training 50
personal training sales 10
sales training consultants 10
sales training uk 10
training sales representatives 10
retail sales training tips 10
training sales 0
solar sales training 10
sales training seminar 10
sales training exercises 10
sales training activities 10
sales training franchise 10
sales training manual 40
asto sales training 10
sales training software 10
executive sales training 10
training for sales 10
media sales training 10
sales techniques training 10
sales training curriculum 10
nlp sales training 10
effective sales training 10
basho sales training 10
sales training workshops 10
sales training books 10
customized sales training 10
sales training topics 10
dale carnegie sales training 10
sales manager training courses 10
advertising sales training 10
sales training presentations 10
sales training resources 10
best sales training 10
sales training for non sales people 10
sales development training 10
sales training video 10
field sales training 10
cisco sales training 10
Run the numbers for your particular keyword and see if it really is worth pursuing an SEO strategy.