Currently, Germany's Angela Merkel is the only leader with holding power. Whether Donald Trump can join her on the world stage as an equal remains to be seen.
With such volatility, it should be no surprise that those all-important keywords also are having shorter shelf lives.
One day, they are clickbait. A few weeks later, the pull force deflates.
Take the keyword phrase "Drudge Report." When I began putting that in the subject head and the first paragraph, I could expect 4,000 page views on one blog. Within a short time.
That was about three weeks ago. Today, the same keyword brings in about, on each of my three blogs, 140 page views.
There are many possible reasons for this.
One is that others get wise to the game. They too use that keyword. Those with the most powerful brandnames will likely have their posts with the keyword receive higher rankings than mine.
Another is that the target markets tire of the subject. Their interest in the Drudge Report peaks and then declines.
A third is that more catchy keywords win the competition. For example "alt-right" might be of more interest to readers than "Drudge Report."
The takeaway is obvious: Keep tracking results of keywords.
When there starts to be a downward trajectory, research new keywords. My first source is not Google adwords. It is what keywords the competition is using and what rankings they are getting.
The world has changed. Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (firstname.lastname@example.org).