From a marketer’s point of view there are two kinds of search engine optimization: keyword-based optimization and query-based optimization. Most people in the SEO industry pursue keyword-based optimization. It’s easier to learn keyword-based optimization and there are plenty of tools out there to play with. Query-based optimization, however, offers greater efficiencies.
In fact, query-based optimization is better described as query space marketing because you move beyond basic keyword research and suggestion and take your SEO to a higher level. Nonetheless, you can bring some of your keyword-based SEO vocabulary along with you when you move up to query space marketing.
Keyword Research - Keyword research for query-based marketing is more fluid than traditional keyword research.
You’re looking for query spaces, either to develop or to invade. Invading a query space just means you’ve decided to throw your hat into the ring with other people who are already competing for a specific vertical. A vertical may have more than one query space (in fact, topic verticals have very hierarchical structures so they almost always have more than one query space).
When existing query spaces have been optimized they have very well-defined content. The Web sites populating these query spaces may be dominated by fewer than 10 sites (more competitive query spaces usually have from 30 to 50 serious contenders). A query space with relatively little well-defined content probably has relatively little traffic. Don’t let that deter you.
Invading an existing low-traffic query space makes it easier to create something worth talking about. Since there are already a few people interested in the topic, once they find your great new site they’ll spread the word to their friends and neighbors. In other words, true linkbait thrives on low-traffic query spaces. It obtains some credibility from being created for an underoptimized market.
But I think there is more fun and challenge in building a query space. It’s essentially market-building but if you find there is relevant content for a query that hasn’t been staked out by other marketers you can define the queries you want to optimize for. The previously existing content will guide you in selecting your topics, sub-topics, and lead keywords.
A lead keyword is the hook that brings people in. You use content created for that lead keyword to introduce people to other keywords that they will eventually search for.
Mining the rich content you find in unoptimized query spaces helps you establish on-page relevance quickly. You can also turn those “sleeping competitors” into allies by creating hubs that help them realize more traffic. Eventually, some of them should see what you’re doing and link back to you.
Keyword Suggestion - Keyword suggestion for query-based marketing is as easy as making up a new word or expression.
Of course, you have to come up with something catchy, something that rings (or sings). Something people will remember and associate with the query space. Sometimes it is easier to find an expression that someone else has coined, which despite its natural appeal has fallen flat, and then you just make a fuss over their expression.
I wish I could say this works like a charm but your execution of the strategy may fall flat, too. Still, if someone else has done the creative work but failed to market the idea, you may be able to pick up where they left off and accomplish what they did not.
Keyword suggestion for query-based marketing needs to focus on the phrase or word itself. People will search for a specific reference and once they are satisfied they’ll move on to other things — but you may be able to satisfy their curiosity and lead them through a segue to your own purpose. Regrettably, a lot of Web spammers use the segue technique, but so do many legitimate marketers.
The keyword suggestion for query-based marketing identifies expressions that people think are cute and then creates a buzz around them. For example, suppose you visit a Web forum where someone has embedded in their signature a quote from a new movie. If you search on the expression you may find that no one has optimized for it. Ask yourself, “Can I create anything relevant for this expression that moves my marketing plan forward?”
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