Search, Keyword Research, and Social Search Which Matters Most?
I wish the answer was simple to explain web strategy, as simple as saying that keyword research must be the answer because it is at the root, and boiling down the keyword phrases to the best 'buyer intent' phrases to interlace in content and meta tags is the surest path. If the web was a static entity and not something that keeps evolving, perhaps the simple answer would hold up over time. So, other truths must be understood in order to implement a sound web 2.0 marketing web strategy. Our current marketing philosophy is the integration of a marketing campaign over a variety of web properties that support each other and all support the main business. One of the truths we have taken to heart is that most of the 'gaming', SEO tactics are temporary fixes on a moving target. The moving target is Google's pursuit of delivering the most relevant content, content that substantively fulfills the searcher's quest. Keeping that goal in mind, means delivering valuable content to readers, content that's optimized so it is deemed most important, most relevant answer to a keyword phrase searched for. The sites that do this well, will rise to the top as 'authority sites' because the content speaks for itself and those seeking out the information find it worthwhile. The sites soon to lose ground are the ones that chase what's making headlines at the moment, keywording headlines and stuffing with low quality content, who are really after driving large traffic for their advertisers. Change the formula to high quality content, and it becomes a winning model worth following.
The trending into social search is happening because there's a movement away from reliance on a search company's algorithms to finding useful information, to asking the people you know and trust in your own social circles. Hence the rush to figure out how to influence the people who influence you! The basic tenant still rings true, that providing useful content is what's important. But social media opens up a two way conversation opportunity over the one way website dissemination of information. Now, valuable content that engages the reader in more ways, helps a business 'make their case' to you and your own circle of influential friends that you listen to because their opinions are more trustworthy than any ads or advertorials. In all, keyword research remains the keystone in building strong foundations for websites, blogs, fan pages and overall web content. Deliver high value content, optimized, and socialized, and your business will flourish.....the rest is in the details.
