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I work as an online marketing analyst and most of the times have to put up with a boss who makes illogical demands.
The latest being his fascination with SEO.
Here's the scenario.
We have identified about 20 keywords on Google and have been monitoring them and optimizing the site accordingly. Now the boss man has a bunch of 5 new keywords that he wants to be included just because one our competitors seem to be doing it.
Apparently, doing so would mean that we lose focus on the 20 keywords and target just about every other keyword that our competitors use.
The solution to this (as suggested by the boss man) is that:
1. We create a landing page and generate content targeting the new keywords.
2. Link to this landing page from different pages on the site.
Does this suggestion really help in getting the landing page up on Google's SE?
Are there are pitfalls with this approach?
Thanks for your replies in advance and hope i've posted this thread in the right forum.
You can get useful cues from competitors, but it's even more productive to monitor your own logs and analytics to look closely at how people are finding you now. You'll often spot phrases that you wouldn't otherwise have thought of. The real gems to watch for are terms that bring visitors that convert, even though you're only on page two or three. Sometimes small tweaks to existing copy can move you to the top ten for a productive long-tail term.
Probably the biggest pitfall to watch for is the temptation to post dreck just to get some keyword rich copy online. Focus on quality content, whatever that means in your sector.