KEO Marketing

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Taking advantage of topic life cycles for SEO

Many products and services have a predictable life cycle, which is to say that different information about them becomes relevant at different times. This applies not only in sales, but also in search engine optimization. A quick scan of Google Trends for industry keywords can show when  certain phrases or words tend to be most actively searched for, and can guide an organization's online marketing efforts, according to Search Engine Watch.

The life cycle of a product extends from speculations through release, review, pre-sales, sales and support. The best strategy to win a top place in searches about the product or industry changes with the phase of the product's life cycle. The process for a service is similar. Depending on the product or service, certain parts of its life cycle may be accelerated or skipped entirely.

It is important to do plenty of research on the behavior over time of a set of keywords. If it is predictable by season, the trends should show this for a period stretching back some years. If the industry or product is relatively new, there may be value in tracking the relevance of certain keywords in real time, as their life cycle develops.

With an understanding of when certain words and phrases tend to be popular, companies can adjust their marketing strategies to fit these times. This is a dynamic approach to search engine optimization that can be extremely helpful in fast-changing industries.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.