Hi guys. I thought it would be great for you all to learn from my own failure and that of my mentor as well related to content overkill on a small business website. I’m talking about spreading yourself too thin across too many topics. Along with this tends to come keyword stuffing – the art of inserting and promoting way too many keywords into a give site. There’s nothing wrong with going deep but you shouldn’t get greedy!
Check out what my mentor had to say about a flopped 40 Keyword campaign I ran for a content-driven business website (200+ articles) recently.
“This type of site falls into the “trying to be too many things and succeeding at none of them” category. I had a customer like this a couple years ago, it was an auto parts store that spun out from an exotic car dealership. They spent all their money inputting 100,000 different auto parts and sold nothing, when they should have focused at one specific thing – like being the #1 air filter store or #1 custom brake store. Also just an opinion, when you look at customers, try to figure out what their customers value is. It looks like these guys are selling ebooks and affiliate products, so their customer might only be worth $30. That is really low and makes it difficult to be able to afford advertising and related services. You’re therapy guy will be a better customer because he can probably pay several hundred dollars to acquire one customer.”
The moral to this story is go deep not wide with your content. As I reflect, I realize my small business clients promoting 10-15 related products and services (if not fewer) tend to have the most success. You can always run an SEO campaign with more keywords but just make sure the content and keywords inserted has a narrower and more branded focus. There’s always the option of setting up a separate website if necessary. For example one of my clients recently set up an Electrical Services website to supplement their HVAC website to promote the new line of business rather than trying to do it all in one site.
