Hi-Tech SEO Keyword StrategyToshi Takeuchi

● Web is a big marketing driver for hi-tech companies.

● We love to rank #1 for a big sexy hi-tech head keywords!

● But is that a winnable strategy?● Some say do the longtail. That is one

alternative option. ● I say there is another.

Problem Statement

Big Data is big. A lot of companies compete for a piece of the pie.

Case Study: Big Data

Big Data is big. But it wasn’t so until recently.

Case Study: Big Data

● In "Crossing the Chasm", Geoffrey A. Moore builds on the Diffusion of Innovations concept to define a market adoption model for hi-tech products.

● This market adoption model is also valid for how a new keyword turn into a buzz.

Diffusion of Innovation

New concepts initially spread in its original form - i.e. “Big Data” - there has not been accepted local term to use yet.

International Diffusion

Local terms start to emerge for more mature term like “computer vision”, but several candidates compete for adoption.

The term that achieved the initial critical mass will likely become the final winner, based on the “rich get richer” model in network science

International Diffusion

● Hi-tech is a very dynamic innovative market where new buzz words emerge continuously.

● If you can catch the wave before others, you can own it. ○ Low competition at the start○ More likely to accumulate backlinks○ Laggards cannot catch up easily

● In the long run, this will be more fruitful than chasing the established head terms that other players have already claimed.

Implications