Many people in the SEM (Search Engine Marketing) business have gotten very good at implementing vertical marketing strategies for their clients. They know how to drill down and grab every keyword configuration uncovered by their keyword research. Even with all of their research, their organic optimization methods and their paid search techniques, it can still be difficult, if not impossible, to crack the ranks of the most used keywords because the competition is doing exactly what they are doing.
For you, the business owner or corporation looking to expand its online market, it’s time to get out of that one-way, vertical mode of thinking about SEO and expand your horizons with a complementary strategy that can eventually double the results of any vertical SEO strategy.
I’m talking about “Lateral Thinking.” Here’s how it can dramatically enhance results for your web properties:
Example: You have a web property which sells Opera CDs. So far, as a result of your vertical marketing mindset, you’ve concentrated on keywords connected to specific opera singers, opera titles and composers of operas. Unfortunately, every other SEM effort for selling opera CD’s is taking a similar approach.
Look what happens when you add “Lateral Thinking” to your strategy. Lateral thinking looks more closely at the whole person who buys opera CDs. Who are they? What does their lifestyle community look like? If they buy opera CDs, what else would they tend to buy?
How about tickets to the opera, books and movies on opera, books on Italy and the world-famous La Scala Opera House, opera collectibles and memorabilia, vacations to Italy, subscriptions to National Public Radio …and the list goes on. Once you look more closely at the buyer’s lifestyle, instead of just one specific purchase, you can begin optimizing for these much less competitive keywords. The added bonus: even paid search utilizing these lateral search terms will cost far less and will generate just as much revenue over a longer period of time.
Then watch how your web properties traffic begins to rise.
What is your SEO strategy missing with “one-way thinking”? - To learn more about this author, visit Joseph Franklyn McElroy's Website.
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Leanne Hoagland Smith
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Joseph Franklyn McElroy
(Visit Joseph's Website)
Mr. McElroy is a graduate of Computer
Science and Economics from Duke
University, which he attended on a
Mathematics scholarship, and a former
technical team leader at IBM where he won
awards for technical excellence. He has
been a CEO of several companies, and has
been responsible for raising $2 million to
fund a company called EveryDayPrint.com,
which while part of the dot-com bust, he
managed to bring to profitability and
which still survives to this day. He is
currently the CEO of Corporat
e Performance Artists, a Search Engine
Marketing and Internet Research &
Development firm. His company is
responsible for researching new business
opportunities on the Internet and then
executing marketing plans for his clients.
From magazine "Open" issue September 2001
- "The McElroys kick open the doors of old
business models and capitalize on what
they believe." His wife and partner is
Donna McElroy, whom he also collaborates
with in artistic endeavors. He has a
14-year-old son Ethan.
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