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Wednesday, October 01, 2003

Advanced SM (Search Marketing) Technique,"Shoehorning"

[MarketingWonk via MarketingProfs:]

Writing for search engines is a delicate task, say some battle-hardened optimizers. (Personally, I just don't do it for this site -- write for search engines, that is -- and our rankings haven't suffered, so take away from that what you will. I'm sure I'm doing it unconsciously from time to time, but unless you're being paid to shoehorn good keywords into, say, a lingerie retailer's site, it can make Jack a dull writer. Too much "shoehorning" will reduce the creativity and variety of writing, so if your writing is judged on its quality and spark, shoving popular search words in there constantly is going to make a discerning reader go "yeccch.")

The most interesting example of shoehorning I've come across was some time ago in the writing of two well-known search marketing experts, who started to sneakily shoehorn "sex words" like "tied up" (and worse) into their weekly column. I'm sure a select few SEO slaves were quietly aware of the naked truth lurking beneath otherwise mild-mannered marketing tips, but few were bold enough to make note of the tactic.

Posted by Andrew Goodman




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