SEO Campaign Strategies Need To Encompass Both Breadth & Depth, Says Search Agency Punch

Leading edge search engine optimisation strategies need to encompass both breadth and depth in terms of keywords, in order to strike the right balance between strong phrase URL associations and to increase the overall authority of the whole domain, according to PR, social media and SEO agency Punch Communications.

Whilst many traditional SEO strategies view a site as a holistic entity, another approach which is growing in appeal amongst the search community is to create a strong association between a specific keyphrase and a specific page – ie a ‘deep’ approach rather than a broad one.

Whilst clearly many sites cannot base their traffic numbers solely on the basis of a few well ranked keywords that are indexed and paired with sub-pages within a domain, the approach complements a broad strategy, where each link offers an incremental overall benefit to the whole site, effectively giving the best of both worlds.

Pete Goold, Managing Director of Punch, which has evolved from its roots as a PR agency, commented:

“The whole issue of branded versus unbranded keywords is interesting in the context of a deep versus a broad strategy – in effect it’s a question of making a judgement on a number of levels in terms of the most rapid route to traffic.

“On the one hand a deep approach will yield less overall benefit and relies on the success and prominence of one or possibly two specific terms per page. In other words, if interest in this term diminishes then the strategy will be less effective.

“However, a broad strategy relies on the continual improvement of the site and, on external factors, such as competitor activity, to a far greater extent. Consequently whilst it’s ideal to rank as broadly as possibly and thereby cover all bases, it’s neither practical nor effective to do so, hence the growth in the appeal of the deep strategy as a swift route to traffic, if managed well.”

For more information regarding online PR or any other aspect of PR, Search or Social media campaigns, please visit or call +44 1858 411600 for an informal chat.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »