Keyword marketing is the use of keywords to traffic people to certain websites or “landing pages”. For example you type “chocolate” (your keyword) into Google and Google will present you with millions of different web pages containing the word chocolate. The problem with this though, for SEO’s, is measuring the traffic of just the one keyword. There are many different types of chocolate so the work it would take to measure how many high quality viewers visited white chocolate pages versus milk chocolate pages results in a vast amount of overlapping work. Using keywords also results in every single word leading to a different page. Just one landing page is used for each keyword that is searched. So in other words, it results in a lot of work on the CEO and a lot of searching for the client or viewer, leading to less viewers and searchers. Yes you could try modification of keywords and have all your chocolates on one landing page, but what if you have a website based on different types of cakes? The modification of keywords still only leads you to the one page full of chocolate. Measuring success on all the different keyword trafficking will lead to strenuous amounts of over lapping work. It will also result in useless work based on the fact that Google has taken away keyword referral data and gives the “not provided” message instead resulting in the use of specific keywords being a moot point.
Investing time in the broad performance of search trafficking across websites and pages with high content visits of searches from Google or Bing is another matter. Instead of using one keyword to lead people to a website why not define groups of words or phrases of content leading to one broad page in general. This way you can measure the success of you website based on questions like Does your website receive high quality visitors?, how many people search for this term?, can your website compete with these results? Using the newer method you are still doing keyword research but just with less over lapping work on your part and the landing page visitors’ part. You can still always link to individual landing pages if you feel the need to expand even more on one keyword but you still have the one page holding the vast majority of your information. Using this method also gives you the opportunity for amplification through links, email marketing, social media, and even word of mouth. It’s good to know as well that Google is broadening in topics and relevancy. This means that even if the page doesn’t have a huge search number by keyword, if the landing page has relevancy to the search it will show in the search results. All of these advanced options result in better measure on trafficking to certain landing pages because there are fewer pages. It makes it easier to compare data and keyword searches. Using this method gives you the option to expand your pages by the searcher’s intent and helps you build out your key words. For example instead of having a link that leads you to chocolate cake you can have a link that leads you to a variety of cakes. This method is a perfect way to reduce work overlapping and to determine the trafficking of keywords and search impact.