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by Lucy Griffiths on 21st May 2010
Marketing professionals are being advised that breadth of coverage (BOC) can help boost a company’s search engine rankings.
Writing for Search Engine Watch, John Lynch told readers that adopting this approach could enable brands to achieve better performance immediately as well as enhancing the possibility of long-term growth in years to come.
He stressed the importance of setting up a "logical keyword hierarchy", with general phrases linked to a website’s homepage – which could be advice that interests industry professionals who employ professional pay per click services.
The expert, who has been involved in SEO and PPC for around five years and has helped train employees of a New York publishing company in search marketing in the past, said such an approach could benefit a site with "multiple themes".
He also advised marketers to consider the quality of the content they provide, as well as utilising "internal linking" to encourage users to click on other pages and avoid creating new domains for each of their company’s products.