How to change the Target Keywords of a Blog
Vouliagmeni, April 7, 2009, by Yorgo Nestoridis
When we start a website, we work along a plan and implement a pre-defined concept. It happens that after a while we are either not satisfied with the result or we have changed mind and would therefore like to focus on other targets or keywords.
Usually this is not an easy problem to handle, namely when the publishing framework is well introduced on search engines. At Semiomantics we have been working around situations where the Publisher started in one direction and then expands to others or abandons the first target to produce content aiming a completely different keyword cluster.
I will show you at the example of Auction Talk Live how targeting can be modified when using Semiomantics.
Is it necessary to change major keywords?
AuctionTalkLive.com is a website which has been set up originally to target Ecommerce, Auctions, DubLi as primary keywords. In the meantime the site has become a publishing platform for Bianca Gubalke where she expresses views and opinions as well as educational and marketing content.
As per today, the primary keyword of ATL is ECOMMERCE and the Tag line reads: Bianca Gubalke Business Education.
Looking at the global content of the site, we notice that the primary keyword Ecommerce is too restrictive, not representative anymore and on top of all not really interesting from a traffic and monetization point of view.
The secondary keyword: Bianca Gubalke Business Education suffers from the same weakness and on top it puts the name of the author ahead of any external target.
A change of primary and secondary keywords on the Framework seems necessary and is highly recommended.
Why we change the Target
Two good reasons are:
Lack of contextual coherence
Lack of Traffic
[caption id="attachment_330" align="aligncenter" width="499" caption="Auction Talk Live Screenshot"]
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The new Target
I will not go into details here as these are internal knowledge of the publication Auction Talk Live. However I will show you the new Primary and Secondary targets of AuctionTalk Live:
Primary and Blog Title: Media Marketing
Secondary and tag line: Auction Talk Live
Here is the reason for this choice: Media Marketing and related subcategories allow a much wider frame to target than the previous Ecommerce. Media is about as wide as communication and marketing in the widest sense is about all activity deployed to earn money, good-will, reaction.
In as much as the secondary keyword is concerned, we opt for branding “Auction Talk Live”. The name may appear commerce (auction) related, it needs therefore to be linked to the semantics we want to give it in the particular case of ATL. The secondary keyword here will build the semantic link between the domain name and the contextual content and brand it.
Other Changes:
At the same time we have changed the script and theme, tuned to enhance the new choices. The visible part of these changes concern the new archive page as well as the site map which will help to quickly get Google on the right track re-indexing the site at least partially and discovering some of the less exposed posts and pages.
Changing the site script enhanced loading speed 4 times.
I am looking forward to see Auction TalkLive.com succeed on all it’s targeted key categories!
Yorgo