Competition for search engine dominance has reached an all time high. As the Internet has become more significant in the operations of the consumer market, the amount of money invested in SEO strategies has increased exponentially. The end result of this sudden swell in search engine competition is that companies have adapted new tactics for their keyword usage.

In the past, many companies relied on passive SEO strategies to acquire the top spots in search engines. To clarify, the passive SEO approach was to pick one or two keywords and stick with them for good. This worked well at the time, because there was little competition for keywords. However, as the number of companies joining the battle for search engine control has risen the passive approach has been much less effective. Businesses that once ranked well for certain keywords are now finding themselves on the outside looking in. Since a multitude of companies are contending for the same keywords, companies are becoming more creative in their keyword usage.


Many companies have found that using seasonal keywords is an effective search engine optimization method for gaining an edge over their competition. Seasonal keywords are phrases that users are likely to search for only during certain time periods. Take the Houston medical services sector, for example. A clinic could benefit from incorporating the phrase “flu shot in Houston” as a keyword in its web code during flu season. It is logical to conclude that users would search for information of flu shots much more frequently in the Fall and Winter than they would during the Summer months. Likewise, the term “heat exhaustion in Houston” would more likely be searched during the sweltering months than the winter.

In addition to seasonal trends, unforeseen events can play a large role in SEO strategies. As it relates to the above example, a Houston Medical Services organization could choose a keyword relating to the recent destruction caused by Hurricane Katrina. Since many victims of this terrible storm have been uprooted to Houston, a wise choice of keywords for a Houston area medical facility could be “Hurricane Katrina post traumatic stress disorder.” The competition for a specific keyword such as this would be much less than for one that is more general such as “anxiety disorder.” Companies that are willing to adapt their keyword usage to the current needs of their clients will be more likely to increase their ranking in the search engines.

Technological advances in the medical field provide another opportunity for businesses to update their key phrases to reflect the current demands of the market. With the relatively recent popularity of microphlebectomy, a Houston based cosmetic surgeon could use the phrase “Microphlebectomy in Houston” as a keyword to attract potential clients. Search engine users in the Houston area who are interested in receiving the vein removal procedure would have a greater propensity to type in this key phrase now instead of an outdated one like “varicose vein surgery.” Again, specific keywords like this that are adapted to maintain relevancy are very useful in achieving higher placement on search engines.


In order to achieve consistently high search engine placement, you must utilize SEO strategies that are in touch with the current developments of the market. Directory One has an experienced team of Search engine marketing experts in Houston that can enhance your Internet presence. Their experts understand the intricacies of search engine marketing, and can take the steps necessary to improve your ranking on search engines. Contact Directory One or call today at 713-465-0051.