FOR IMMEDIATE RELEASE
Contact: Tony Kadysewski
Complex Tag System Stymies SEO
Complex Tags Better Serve Users, But Constrain Response
Part of the rationale for FixturesCloseUp is a living laboratory in Social Media. So over time I get to play with options without running the risk of “crash and burn” on the main corporate website. Good thing.
In December I undertook to increase the complexity of the CATEGORY and TAG system on FixturesCloseUp. Conventional wisdom supported CATEGORY and TAG systems for better Search Engine Optimization, but also suggested simple systems rather than complex. I already had a simple system of about 10 each (22 total). But to research fixtures adequately a far more complicated system was needed. I grew the complexity 10 fold to more than 200. This allowed me a fine grain of resolution, and you the user more detailed research capability. Retail Fixture TAGs went far beyond simple “Umbrella” to “Umbrella Courtesy Fixtures” vs “Umbrella Merchandising Fixtures” and more.
As a result of complex TAGS (and Pinterest integration outbound linking) growth has leveled off. My explanation is that 200+ highly specific FIXTURE TAGs are less popular under Search than a simple system of broad general-use TAGs. And visitors who arrive are more tightly focused on a specific need and landing point, rather than pleasantly surprised by the site and prone to linger. Though I have posts that could qualify for a “Lady Gaga” TAG (Lady Gaga Sunglass Spokesmodel) I prefer to TAG the fixture rationale for the discussion (“Push Pin / Push Button Tag”) and lose the popularity boost of a “Gaga“TAG. Likewise I could TAG well-known Gwen Stefani but wouldn’t your needs be better served by the FIXTURE TAG, with Gwen herself left to KEYWORD SEARCH: Gwen Stefani?
In the long run I think complex TAGs benefit my readers. I would rather have a smaller, correctly focused readership, than better reader numbers resulting from Lady Gaga, Gwen Stefani fans and other spillover. But then I always was a contrarian. I prefer to “stay the course” for now, and see if growth patterns return. And by sharing these insights with the industry I get the benefit of alternate advice and commentary. So what are YOUR thoughts?
For a similar “Contrarian” approach to measuring success see…
“ThomasNet Industrial Marketer: Metrics That Matter”
For limited insight into the December 2012 vs January 2013 erraticism, which was early in the programming of complex TAGS see…
“December Declines in Fixtures Traced Across 3 Years“
For the Fixtures Close Up Statistics Index Page see…
“Retail Fixtures Statistics Index Page”