Should you ditch keyword targeting entirely? There's been a lot of discussion around the idea of focusing on broad topics and concepts to satisfy searcher intent, but it's a big step to take and could potentially hurt your rankings. In today's Whiteboard Friday, Rand discusses old-school keyword targeting and new-school concept targeting, outlining a plan of action you can follow to get the best of both worlds.
St. Valentine’s Day is on the way, and I’ve been thinking about love and loyalty as they apply in the local business world. It’s been estimated that it costs 7x more to acquire a customer than to retain one; in my city, most of the major chains offer some type of traditional customer loyalty program. Most rely on a points-based system or an initial sign-up investment to receive benefits, but I wondered about Main Street.
It's probably crossed your mind before. Should you optimize for your competitors' branded keywords? How would you even go about it effectively? Well, in today's Whiteboard Friday, Rand explains some carefully strategic and smart ways to optimize for the keywords of a competitor — from determining their worthiness, to properly targeting your funnel, to using third-party hosted content for maximum amplification.