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by Andy Williams on 3rd February 2011
Using single-keyword strategies to market services online can lead to difficulties in terms of managing various projects.
An advice piece from Search Engine Watch likens this approach to trying to parent a number of "only children", who are used to having things their own way and getting all the attention.
SEO services may assist those struggling to manage, as the article explains one-keyword plans result "in a proliferation of ad groups" that all require organisation and control.
This can take a great deal of time, meaning overall advertising campaigns are of a poorer quality.
It may explain why the Huffington Post recently claimed many bloggers are "overwhelmed" with the SEO process and do not know where to start.
A more effective strategy would be to know exactly when to deploy single-keyword ad groups and when to opt for combined phrases, as this will give businesses customised and relevant online copy, the publication notes.