The Words That Matter Change

By now, you probably know that being found online has something to do with keywords and search engines and the interactions of these. Since I was close to the Google hive when I worked at AOL in Dulles, VA, I learned that this complex interaction is centered around one word for Google - "RELEVANCE". Sure, there are lots of tricks that "SEO" firms can play to simulate top relevance, but they will be fleetingly useful if you don't have sustainable relevance. If you are truly the most relevant listing for a certain set of keywords, then by all means Google wants you to be the ichiban (top one, number one, top dog, big honcho) listing. What set of keywords are right for your company and how you get them to work for you is unique to your business and a longer conversation, but the most important thought for today is that it is a never ending quest to keep up with evolving relevance. I came across the following diagram that shows how search dynamics have changed over the last few years for the blogging space. How might your keywords be changing?