SEO and PPC: How to Make the Best of Both Worlds October 20, 2008Posted by seonotes in SE Rankings, Search Engine Marketing, Search Engine Optimization.
Tags: adwords, paid marketing, PPC, roi, Search Engine Marketing, Search Engine Optimization, SEO
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Industries are more open now than ever to both organic and paid internet marketing tactics. Businesses today are seeing the value of optimizing their official website, and launching a paid advertising campaign, as well.
Just like any marketing plan, going online deserves careful study in terms of resource allocation. There are certain tricks that might work well in one campaign, but will not in another.
Here are some fresh tips in order to get the best results out of your SEO project, and your PPC or pay-per-click campaign:
Mining your Keywords and Traffic Data
Useful Tips on Keyword Research October 2, 2008Posted by seonotes in On-page Optimization, SE Rankings, Search Engine Optimization.
Tags: keyword research, keyword research tips, Search Engine Optimization, SEO, tips on keyword research
Keyword Research is the heart of any SEO project. It is a crucial phase in doing optimization for your web pages. Your choice of keywords can either make or break you in the Web world. No doubt, the keyword research stage in optimization entails analytical planning, and careful research.
To help you out in doing it right the first time, here are some useful tips in keyword reasearch to take note of:
Some people fall into the trap of picking the most popular search term there is. Be careful though, because every topic has a particular niche. The hotel and travel industry for example, has several niches – from high-end luxury hotels, to medium-range accommodation providers, to cheap or budget-friendly inns and motels. The key isn’t about going for the most popular search term. It’s about carefully studying which key phrases are most relevant to your business. Remember, related does not necessarily mean relevant.
Consider Both Search Volume and Competition
Search Volume versus competition – aim to strike a balance between these two factors. Of course, most keywords with the highest traffic normally get the tightest competition in the SERPs. However, you can consider first your webpage’s search engine standing before choosing your keywords. If you have a stable site with good links, and your stats say you can compete big time, then go ahead and dive in the bigger ocean. That means you can consider optimizing your site for the high-traffic and highly competitive terms. But if you are a fairly new site with lesser links to begin with, you can choose search terms with an easier level of competition, but have “fairly” significant amount of traffic to give you. Long-tail key phrases can give you that, when their traffic demand are summed up together.
One more Tip: specific and long-tail keywords are known to be great for translating traffic into conversions – or user site visits into sales, as an example.
Make use of tried and tested Keyword Research Tools
Don’t just rely on sheer gut feel when drafting your final keyword list. Sure you can list down any term you can think about in the preliminary phase of keyword research, but always test the “profitability” of these straight-from-your-brain words and phrases by using tried and tested keyword tools. You don’t want to mess up your final keyword list with mere guesses.
One more Tip: Wordtracker, SEObook, Google Adwords Keyword Tool, Keyword Discovery, and even your Analytics and PPC stats are useful sources of data.
Allot enough time for doing keyword research. Most people think this is just some 10-minute click and copy activity when starting SEO. Don’t allow yourself to commit the same mistake. There is value in doing it right in the beginning.
Supplemental Pages: How to Get out of the Trap September 18, 2008Posted by seonotes in On-page Optimization, Search Engine Optimization.
Tags: google sandbox, google supplemental index, page optimization, SEO, supplemental pages
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Getting off the supplemental pages of Google is not as hard as you think. In fact, you are already indexed in the search engine, only that you have poor chances of appearing in the first three pages of the search engine results.
What do you then when you fall into this trap? Most sites falling into the supplemental pages’ trap are normally those containing duplicate content – either in meta codes or in your main body itself.
Here are three tips on how to get out of the supplemental page trap:
Create unique meta titles and descriptions.
The first thing that a search engine spider looks at in a web page is your meta tags – titles, descriptions, and keywords. If you have a generic meta titles for all your pages, chances are you will really land the supplemental page index. Revise this and make each unique for every page.
Make sure content is not duplicate.
Because Google has been growing less tolerant of spammy pages, you can’t trick them by reproducing a bunch of pages of almost the same content – keywords and all. Create writing that’s acceptable to the search engines. Craft content that is of value to your readers, and you earn more points, too.
Build links for supplemental pages.
Give authority to your site’s pages by fishing links from quality, high-PR sites. You earn more chances of being noticed by the search engine by the number of quality links pointing to you. Once your page has been revamped (getting rid of duplicates), gaining a good number of quality links will be the final shot to get out of the supplemental page trap.
How to do Effective PPC by Marc Macalua of SEO Philippines September 11, 2008Posted by seonotes in marketing, Search Engine Marketing.
Tags: Google Adwords, paid campaign, paid marketing, Pay Per Click, pay per click marketing, PPC, search network, SEM
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I’m saving this last blog post for the best presentation I’ve liked in the SEMCON 2008 – How to do Effective PPC. Marc Macalua’s PPC presentation was a good blend of points for both business owners, and search marketers. I like the way he pointed out that non-traditional marketing continuous to be traditional marketing because of its wide use in the Philippine setting. Over the top display ads, event sponsorships, blogger parties, mobile marketing are the likes.
His SEMCON 2008 presentation challenges businesses to set themselves apart by doing pay-per-click marketing as their advertising game. The pros?
Advantages of PPC Marketing
- Highly measurable
- Cost efficient than offline advertising
- Brings more targeted traffic – since people who search for particular buys have qualified intentions of purchase
- You have near absolute control
Just like me, Marc believes his favorite pay-per-click marketing platform is Google Adwords, with:
- 62% Market share in July 2008
- Best ROI rating of 4.2%
One can be as profitable as you wish with Adwords, as long as you refrain from committing the common deadly mistakes.
Top 4 PPC Mistakes
- size-fits-all ads – very poor customization of ad copies for each ad group
- Bad Landing Page experience – like pointing specific visitor traffic to a very generic page (like your home page), and leading visitors to dead-end pages.
- No negative keywords
- You are not tracking results – you don’t know your maximum Cost per Click or CPC!
Of course, one cannot have a complete report on pay per click without the tricks!
Tips on PPC Marketing
- Build good campaign history – start off with your most important keywords. Check which are giving you profits, then bid for these good keywords at a higher price.
- Target low-hanging keywords – those with significant traffic volume but has less competition
- Increase CTR or click-through-rate via creative ads – also, make creative display URLs
- Segment keywords and Networks – separate keywords in the search and content networks. You can use your Analytics Tool to identify converting keywords
- Learn to throttle your campaign – take note of time zones, holidays, and seasonality
Some SEOnotes on ROI/ROAS for PPC
* If your target is 400% ROAS,
- 100-200% ROI – consider changing match type
- Less than 100% – pause the keyword
- 400% – just okay, work on lowering CPC.
Successful PPC Campaigns have high:
- CTR or Click-through-rates
- ROAS or return on Ad Spend (ROI)
* while keeping CPC low
* ROI is usually higher in PPC than other paid channels
Monetizing Tier 2 PPC Search Traffic by Hans Koch of Syndeo Media September 10, 2008Posted by seonotes in Search Engine Marketing.
Tags: Facebook, Google Adwords, monetizing ppc, paid campign, Pay Per Click, ppc marketing
One of my favorite Internet Marketing speaker (and a secret crush, too! Hihi) is Mr. Hans A. Koch. He spoke of coping with changes in the PPC landscape – particularly Google Adwords and the now popular Facebook paid campaign program.
Google Adwords changes in:
Quality Score will be calculated at the time of each search query. What’s the implication? There is some history reset, changes in local pay per click campaigns, and all in all, it leads to closer (and better) real cost of top keyword positions. You get better data, in other words, when there are Quality Score changes.
Google Suggest Launch
The newly launched Google Suggest shows number of search result listing for each keyword (in short, the number of competition for a search marketer to beat). It’s a bit less useful that the Google Adwords keyword External Tool, but this one is more beneficial to the user.
Why is that? This new Google Suggest shows more data for short keyphrase queries (thus more results for such terms when you search them online). It’s a bit of a let-down for targeting long-tails where more marketers are in love with
How do you cope up with this? Refine your negative keyword list. Also, you can slow down on banking on your common misspelled keywords as these are not being recommended anymore in Google Suggest. Google corrects these queries, anyway All in all, you get a new top 10 list of keywords to target for PPC.
Microsoft Cash Back
This fairly new paid campaign platform is great for commercial/e-commerce sites. Consumers get up to 62.5% cash back when purchasing via this paid ads. Google Adwords on the other hands, show more of the informational ads. Microsoft cash back has less of this kind. Let’s watch out how this platform goes well for online shoppers. An oh, by the way, this platform has higher conversion rates for search marketers.
Facebook Paid Advertising
When a bulk of your target audience is on Facebook, it’s profitable for you! What’s great about social networks is that you have user demographics at your disposal. It’s also highly targeted (targeting by region, etc). It almost has the same Dashboard as that of Adwords’. Adult industries/dating companies, and travel & hotel industries are perfect for Facebook Advertising.
Affiliate Marketing Best Practices by Anders Barris of Asia Century September 10, 2008Posted by seonotes in Search Engine Marketing.
Tags: affiliate marketing, affiliate monetization, earning from affiliates, SEM, SEO
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Affiliate Marketing can be for generating more sales. It’s great for branding, too. You can also use affiliate marketing to generate leads to sell your product offline.
How do you do Affiliate Marketing?
- The idea is to get blogs and websites to do the online advertising for you – and you only pay them when you earn. You just need a great tracking system!
- These websites can run banners, send email blasts, and do write ups and promote your product, service, or brand to all their users.
- Using affiliate software everything can be tracked.
- You can use an in-house affiliate program, or use an Affiliate Network company.
Why will others promote?
- Bloggers/website owners rely on affiliate networks to provide them with revenue
Campaigns can be run as:
- CPM – cost per thousand impressions
- CPC – with IP blocking and only counting unique clicks
- CPA/CPL – cost per action or lead
On the advertisers and bloggers/ view – it’s best to run on CPC and CPA. You can be more creative and do write ups, email blasts and use other ways to promote products as long as guidelines are observed.
- Sometimes, text content links embedded in articles are more effective than banner ads.
- Offer some good content in a weekly email blas to your subscribers. The larger userbase and more visitors you have, the more you can earn from using affiloiate marketing
* Email blasts for digital cameras have high mail opening rates!
Mr. Anders discusses samples of affiliate programs like account sign-ups for lead generation, sales pitches, and game industry affiliate programs.
* Do you know that most people play/sign up in game websites during office hours using their company email addresses!