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Landing Page SEO Keyword Targeting Strategies: Entity Search

In a Whiteboard Friday from Moz, Rand Fishkin discusses the evolving strategies of SEO keyword targeting. He raises an interesting question; who are you targeting the page to?

In the early days of SEO, the audience was the search engine. High rankings for valuable keywords meant loading as many of those keywords on the page. Try that today and your site will receive a penalty and face a tough battle to overcome the effects of the dated black hat SEO tactic.

Current search engines, Google in particular, are extremely keen on ensuring websites are not trying to ‘game’ the system. As cliche as it sounds: ‘content is king’. Original content is an asset that offers an extremely postie return on investment.

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Rand brings up a website selling shoes, in particular bowling shoes. Two ways to approach obtaining organic search traffic would be to create a large number of landing pages for every single type of shoe or create a single page with rich content explaining all of the different types of bowling shoes.

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