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WebProNews - Keywords: Find Theirs, Protect Yours
May 10, 2008
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Keywords: Find Theirs, Protect Yours
David A. Utter | Staff Writer
One clever SEO professional said sitemaps are the keys to the
kingdom of well-performing keywords.
That website. You know the one. Top five in the SERPs, while your
lame effort sits in eighth place. Eighth? You may as well be rated
on a list stuck to the back of a truck driving through Ciudad Juarez
at midnight.
As soon as you try to change strategies, that SOB might be right
alongside, grabbing keywords and keeping you out of the high
placement you deserve. Are you planning to fight back anytime soon,
loser?
SEO ROI has a suggestion for you, and it has to do with sitemaps.
These documents make it easier for search engines to understand your
site's architecture.
Sitemaps also represent an unlocked safe full of money in front of
an open window. Why give away keyword information in those sitemaps
when you can protect it with a little effort?
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"Here's how to do competitive keyword intelligence for free. Look at
their site maps. Every valuable page on their site will be linked to
from there, with desirable anchor text."
The major search engines encourage sitemaps as a webmaster aid. With
a well-defined sitemaps file in place, search spiders should crawl
them more effectively.
You want that effectiveness too, but preferably without leaving your
site open to the next clever person who knows to look for your
sitemap.
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What to do? SEO ROI's Gabriel Goldenberg suggested a method to the
madness of throwing people off the trail:
"If you must have a Site Map on your site to submit one to the
SEs, then this is where breaking usability convention is allowed.
By all means hide it 5 clicks/folders deep and with misleading
anchor text like "ugly fat bearded ladies." Oh, and each folder
should have 5 folders, each of them titled something really helpful,
like 1,2,3,4,5. So to get to the site map, the person would have to
know the "combination" to your "folder lock" e.g. 4-2-5-4-1. Bonus
points for doing this all in Ajax so that they can't use the URL
to locate themselves unless they finally reach the site map."
This won't help much against competitors who have the help of an
effective SEO firm or a dedicated in-house resource, but it may
give you enough of an edge to help find a niche where you can place
well in the search results and profit from that.
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Capital Idea: Google Looking At Letters
David A. Utter | Staff Writer
Google could be making distinctions in keywords based on whether or
not the first letter is capitalized.
When is an engagement ring an Engagement ring? To Google, it could
be two different things, if more of its datacenters exhibit some
observed behavior on the issue.
Big Oak SEO said on its blog a look at those two terms, different
only in the capitalization of the first letter E, yielded different
search results for a query about engagement rings.
Engagements will be in mind as June's typically large number of
weddings takes place as they do traditionally. Someone may have the
idea to look into a ring, and that first letter could be the
difference in the sites he does or doesn't visit.
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Extend that scenario to any other keyword, and suddenly marketers
have to worry about revamping their keyword buys across their
campaigns.
"Assuming this isn't a temporary glitch, the SEO landscape will
undergo another transformation," said Will Paoletto at Big Oak SEO.
"We'll have to wait for an official word from Google (if they give
one), but right now this is looking at lot less like a glitch and a
lot more like a real shift in the algorithm. And it would be a
significant one."
How significant will depend on how regularly people search with or
without an initial capital letter. Plenty of search industry
professionals will be delving into that in short order, should
this change prove universal across Google's infrastructure.
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