Keyword research is one of the most important, valuable, and high return activities in search marketing. If you get this right, you have won half the battle.


SEM incorporates SEO which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages.


Often overlooked, perhaps the second most important activity. On Page SEO plays a very important role in getting those first page rankings.

Diversity is a popular term today, and there are several forms of diversity you should factor into your SEO strategy. Let’s look at a few.

Link Diversity

Google gives priority to natural links to a website, what it sees as organic sharing of links on discussion boards, social media and the end of a variety of blogs. To this end, getting inbound links from many different sites is seen as legitimate organic sharing of the link and rewards the URL with a higher search engine results page listing. You don’t have to pay for link swaps to achieve this. Ensuring that your site’s URL is on every local listing website, web 2.0 websites, every social media account tied to the company and each article and press release about the company will give you this link diversity. Where possible, try to have your company’s link included in comments where appropriate. For example, ask people to include the link to your business when they give you a positive review on a review site. If your tech support or sales department replies to a comment online about poor service or a good experience, ensure that their signature line includes a URL back to your company’s webpage or the departmental subdomain.

Google penalizes links that are repeated over and over again on a website, which you can reduce by using different links to give people a path to different pieces of content. This is one benefit of having unique URLs for each piece of search engine optimized content instead of one URL for a single long page whether it is your home page or your blog. Google also values your link more if it has a mix of follow and no follow links.

One word of warning is not to post links wherever you can. Links to your site on foreign language sites can count against you because they aren’t thought to be legitimate. Publishing the same press release in every online article directory you can also hurts, because the duplicate content is penalized and the links it contains thus don’t help you.

Content Diversity

You need to have a variety of content and variety in your content to rank well on a search engine results page. Having too much diversity in your key terms on a single subdomain hurts its search engine optimization. Having a variety of subjects, each with its own subdomain, allows you to boost the SEO of each subdomain. In this way, a diversity of content will improve your overall SEO rankings for various terms.

Another type of diversity you need to take into account is the search terms or key phrases. Repeating the same key search term over and over again in the text will get the page downgraded. Using variations of the term helps prevent this. Using related terms that help the artificial intelligence recognize the context of the content so it is served in response to the right queries while boosting its ranking if someone searches on those secondary terms. If your key search term is used 2% of the time, your secondary related terms should be at around 1% so that latent semantic indexing positions it properly.

This doesn’t have to be elaborate. Simply describing a low cost service alternatively as cheap, affordable and discount avoids the keyword stuffing penalty. Talking about how someone should hire, contract, buy or schedule a service instead of simply stating “hire X service” over and over again avoids the keyword stuffing penalty. Google’s artificial intelligence can recognize synonyms as similar, so do not just repeat the same phrase with a different synonym each time. And latent semantic indexing (LSI) still penalizes your site if it reads as if the key search terms are shoehorned into the content instead of part of a natural language flow.

Meta Diversity

Your content and every subdomain needs a title that includes the key words or search phrases. However, repeating the key terms in the title will hurt your rankings. You also need to use a variety of terms in the meta tags and webpage description to maximize your position in the SERP.

Off-Page Diversity

Off-page diversity can take the form of traffic diversity; you are trying to get inbound traffic from different sources. Pareto’s Law says around 20% of your links will bring in 80% of your traffic. You could flatten this to 30%-70% but traffic won’t come in equally from all sources no matter what you do. What you do want is to make certain that 80% of your traffic isn’t coming from one or two sources that could turn around and cut you off or accidentally fall off. Never rely on a few well-placed banner ads for nearly all your traffic.  This may mean not simply relying on Google search engine results but also taking Bing, Yahoo and other search engines into account. Ideally it includes analyzing traffic sources and identifying ways to boost traffic from other sources to increase your website visits overall. You should also avoid limiting your social media presence to one platform in case that account gets banned or ignored due to a marketing faux paus.