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SEO and PPC: How to Make the Best of Both Worlds October 20, 2008

Posted by seonotes in SE Rankings, Search Engine Marketing, Search Engine Optimization.
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How to Make the Best of Both Worlds

SEO versus PPC: How to Make the Best of Both Worlds

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

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Useful Tips on Keyword Research October 2, 2008

Posted by seonotes in On-page Optimization, SE Rankings, Search Engine Optimization.
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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:

Think Relevance

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.

SEMCON 2008 in the Philippines – Day 2 September 10, 2008

Posted by seonotes in Search Engine Marketing.
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This is Day 2 of the Philippine SEMCON 2008. I am pretty much excited just like the first day, as we have more interesting topics to cover for today.

Presentations include the following:

  • Search Arbitrage: Monetizing Tier 2 POPC Search Traffic by Hans A. Koch (great talks in the the Philippine Wordcamp, by the way).
  • Domaining: Domain Monetization by Emil Avancena
  • Affiiliate Marketing Best Practices by Anders Barris
  • Internet Connectivity by Jerameel Azurin
  • Revenue Models for Social Networks by Mike Palacios
  • Social Media Optimization: Maximizing Traffic by Kevin Leversee
  • SEO COpywriting by Damien Kelly
  • Eyeblaster Rich Media Presentation by Jordan Khoo
  • Panel Discussion: Site Clinic

Read on for Day 2 of SEMCON 2008 Live Blogging only here at SEOnotes.

Online Reputation Management: The Basics February 14, 2008

Posted by seonotes in Online Reputation Management.
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This morning of the 14th of Feb, I cannot seem to connect to google.com. For some strange reason, I am limited in all my activities early today because my buddy search engine ain’t there. I believe there is a huge impact to society once this popularly used (and abused) search engine will stop to function. This is a not so nice start for Valentine’s day.

The above statement is a sample content meant for online reputation. It can be seen as a negative comment to Google’s inability to reach me this morning, or it can be a positive heads up note – as I’ve stated that Google impacts society big time.

Online reputation is not entirely a new concept. Even before the popular days of search engine optimization, people must have been reading customer reviews before purchasing a product. Management of online reputation is another thing. There is deliberate intervention by the parties involved as they maintain the good image of a product/service/company online. This is where the value of search engine optimization comes in. By using the techniques in optimizing pages, one can topple the negative reviews and comments against the client you are servicing.

But how exactly does online reputation management go about? To be honest, I am quite new in this particular field. I’ve been doing some research as to how to quantify online reputation damage, and the right strategies to cover for the damages. Here are some notes I’d like to share. Quite raw, though:

  • Establish KPIs or Key Performance Indicators – How will you quantify damage, is it by the number of negative reviews? The search engine rankings of these negative sites? Their traffic? Page Popularity? By identifying these metrics, you will have a basis as to how you can measure your success in damage control
  • Monitor what people are saying about you – Check the top websites that contribute to your thumbs down image. Who are they? Where do they get the basis of their claims? How influential are they? Then check in what search engines, forums, blogs do negative comments come from.
  • Analyze the picture – What are the common complaints against you/your product? Are these factual? How can you give solution to these.
  • Go Pro-active and Influence – Start from the bottom and do the dirty work. After the analysis, you should be able to identify the steps needed to topple bad content against you. Check if organic SEO techniques will be enough. Create a community wherein you can build good reputation. Don’t underestimate the power of social media marketing.

This is just a basic formula for online reputation management. Once I get the initial results of this project, there’ll be more meaty (and concise) details to share.