• http://profile.yahoo.com/UVQZ77IWVMROCTEOC6BAIWSNDM A.

    I totally agree with the list under “you’ve got bigger problems” and what astounds me is that I am constantly asked to monetize what we’re losing by having those problems before they will be prioritized. How much does duplicate content really cost us in sales or leads – I can’t tell you what I don’t know, but I think it’s a stupid reason to avoid fixing something. 

  • http://twitter.com/AMSImaging AMS Imaging

    I like your views, and you are right. Most times we can be way too focused on just keywords, when there are more pieces to the puzzle. Enterprise SEO is a work in progress for most company’s and thats ok, just stay consistent and focused on your strategies and you will see improvements.

  • Vendita Auto

    The Keyword is the business objective. “SEO a focus on visibility, clarity and site performance achieves those objectives far more easily than chasing a keyword” I am good at my job Give me the keyword advantage (root domain URL) an authoritative website & I will & am the portent for the co-brand,  Ian stick to PPC.

  • http://twitter.com/cryptblade cryptblade

    you know what’s funny? this kind of stuff is lost on many SEOs. they have absolutely no clue. And the last SEOs on the planet that you can trust is an SEO from an agency – unless that SEO has been around for 8 years or so – basically SEO since 2004. See back in the old days, to do SEO, you still kinda had to know a thing or two about computers, websites, coding, etc. 

    these days, your account people talking SEO are dumb. the SEOs doing the work are dumb. and even fewer of them can break down analytics.

    sad sad sad.

  • http://www.facebook.com/people/Suman-Sarkar/100002848373273 Suman Sarkar

    iam oll tipe loking now iam happy iam night eavrey day open but iam or no ianjoy and iam iandian or anee cantree veary big man my sikin por and iam tadmark iam tipe now iandian sit por or iandian rexpat or anee cantree rexpat oll my freand iam daley net por hinde filem loking but no or anee pag  iam tipe no mind iam simpal tipe        suman 

  • http://twitter.com/RegDCP Reg Charie

     What a bunch of ‘bafflegab’.
    Long tail, short tail, it is ALL KEYWORDS. The internet is DRIVEN by words.

    >Your audience already uses certain non-branded phrases to find you.
    >>But you’re not getting any traffic from those terms, because you don’t appear.

    How can you say they find you for a term and then not find you?

    And if you are referring to your “And there are hundreds or thousands more long-tail terms that they’re using.”, there are actually millions of terms that you are not found for, because they do not apply.

    Part of the art of SEO is to pick and use the appropriate keywords and phrases.

    “It’s About Business Objectives, Not keywords” is not appropriate, it doesn’t even make sense. 
    The business objective is to make conversions based on keyword use.
    Again I say “The internet is DRIVEN by words.”

    Pure bafflegab.

  • http://www.evergreensearch.com Eric Siu

    Keywords are certainly a business objective but Ian’s point is if you focus only on keywords, it leads to tunnel vision.  Focusing on things like duplicate issues or site architecture scale well across a large site and can lead to some impressive returns.  It’s tough to make changes of that scale if you only focus on a small set of keywords.

  • http://www.gg2.net/ Garavi Gujarat

    amazing article for me, liked it and also liked all topics, specially
    Keywords Are Getting Harder To Track, because the % of not provided are growing more and more. thanks for share.

  • http://twitter.com/tedives Ted Ives

    Ian – I agree, in most large organizations there are *many* people creating content already.  if you can even slightly nudge their efforts by making architectural changes, or institute changes to their content creation process (such as getting them to incorporate a process for selecting titles, or composing a meta description when content is created), you can get some pretty substantial gains, even without doing a lot of intentional top-down keyword targeting.  For enterprises it’s often more of a matter of harnessing and channelling existing momentum, rather than generating momentum from scratch.

  • buchananadamm

    I love it when marketing people use simple command tools like curl. 

  • Joelle Kaufman

    Ian – words are often the mechanism of creating a relevant and compelling user experience.  So fighting over keywords is less important than ensuring the site is well structured for search users and always presents the freshest, most relevant and compelling content to the user.  I built upon your article on our blog.