Creating a SEO strategy with the KISS principle

SEO Kiss PrincipleTime and time again I see overly complicated SEO strategies which in turn could cost the client in the long run. Using the KISS principle (specific for design) can be a great method.

So what is the KISS principle?

KISS is wordplay for “Keep it simple, Stupid!”. The principle was created by Kelly Johnson, lead engineer at the Lockheed Skunk Works.

According to Wikipedia:

“The principle is best exemplified by the story of Johnson handing a team of design engineers a handful of tools, with the challenge that the jet aircraft they were designing must be repairable by an average mechanic in the field under combat conditions with only these tools. Hence, the ‘stupid’ refers to the relationship between the way things break and the sophistication available to fix them.”

So how does this relate to SEO?

Simple, when creating an SEO campaign, you need to be asking yourself the following:

  • Is the company targeting local areas?
  • Are they targeting specific countries?
  • Are they a global company?
  • Do they have any sales figures relating to customer locations?
  • What is the top selling product?
  • Which product has the best mark-up?
  • What are there core services?
  • What are the companies objectives?

In a nutshell, it’s all good and well targeting broad key terms but as web users become more intelligent in finding the information they require, long tail (terms that contain 3 or more words) are becoming more popular and convert better.

See the graphs below which explain more about keywords and targeting:

Longtail Keywords

Longtail Keywords

Longtail Keywords

Longtail Keywords

Find out more about the SEOmoz graphs above here.

So what I’m getting at is, elaborate on your keywords more. Targeting such things like “car dealers” is to broad to start an SEO campaign off, be specfic with such things like:

  • Car dealers Nottingham
  • BMW car dealers
  • BMW car dealers Nottingham

…and so on.

These terms will have less competition and can result in quicker wins. Plus they are more specific to the users search and will result in being more relevant and will convert better – simple.

To round this up: specific + simple + research + objectives = quick wins + quick ROI = happy client!

Parrot image courtesy of SXC.hu

This post was written by , Dave is a digital marketer specialising in SEO and PPC, and can be followed on Twitter, Facebook, LinkedIn and Google+.

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