Excerpts from my latest article at NBC 5 Chicago’s Inc. Well blog: “Why You Can’t Fight Search-Engine Results.”

dart2Searchers ultimately control what a search phrase “means” and what types of content are relevant for a search query. A business selling furniture pads might be 100 percent certain that they sell “protective pads,” and therefore have the right to rank highly for searches for “protective pads.” But they’d be wrong.

A quick search in Google shows that nine out of 10 of the results for “protective pads” actually refer to sporting goods like knee pads for skaters. For a bit of diversity, one listing for incontinence pads also shows up on page one. At the bottom, the “searches related to protective pads” section displays some suggests for furniture-related queries. Google doesn’t consider any sites featuring furniture pads highly relevant to search queries for “protective pads.”

So, if you sell furniture pads, do you want to hang your SEO hopes on the phrases you think you should rank for, like “protective pads?” Probably not, and here’s why….

Read the article in full at Inc. Well » “Why You Can’t Fight Search-Engine Results.”

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