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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.

Supplemental Pages: How to Get out of the Trap September 18, 2008

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

Affiliate Marketing Best Practices by Anders Barris of Asia Century September 10, 2008

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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!

How to Play the Search Marketing Game by Rajeev Bala of ASEAN Media Contacts September 10, 2008

Posted by seonotes in Search Engine Marketing.
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This one from yesterday’s presentation – this is a Quantitative Approach to Search Engine Marketing. As much as I hate numbers, SEO/SEM involves a lot of numerics and stats. Here are some of the nuggets of his report:

Search Marketing is Relevancy Marketing

It’s not only about keyword research, it’s about relevancy… all about being relevant

Post relevant content for the consumers

Relevancy is highly correlated to media cost (new media): more relevant, less cost

Dynamic Pages

a database driven site, with data and Metadata being stored in a database

URL Re-writing based on Intent State – recommended and liked by Spiders

Maximizes relevancy between Intent State and Content of Page

The Holy Google Equation

IS (actual) + IS (Lost QS) + IS (Lost Budget) =

To tell you honestly, I didn’t get his exact point in this presentation. Tehehe!

How do you quantitavely measure relevance, then?

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.

Search Marketing by James Hawkins of Deal Group Media September 9, 2008

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Basically an introduction to search marketing particularly targeted for business owners. It’s a comprehensive walkthrough of the advantages of online marketing, the pros and cons of SEO versus PPC. It also talks about the resource allocation required for each, and the potential ROI that one can achieve out of search advertising.

Quick Facts:

• 37% of online search are triggered by TV ads
• 30% of online search are triggered by Newspaper ads
• 17% of online search are triggered by Radio ads

From Travelocity:
• 96% of booked trips from branded kws
• 4% of bookings from non-branded kws

With SEO you can/have:
• Brand Positioning within Search Engines
• More control over copy content
• More control on landing page and opt
• Defensive strategy against competitor

Summary:
• PPC and SEO two distinct principles
• Can be complicated to master tech to achieve goals
• Search is no longer all about acquisition; it is also a branding tool
• Search marketing has immense potential and growing!

Search and the Consumer Journey by Manny Nepomuceno, Ogilvy Advertising September 9, 2008

Posted by seonotes in Search Engine Marketing.
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This presentation was an introduction about search engine marketing. This discussed the nature of organic search engine optimization, and pay-per-click marketing. What interested me most about the discussion was on local and personalized search.

Local Search
•    Humanize the approach. Most people use question search terms “Where to buy?..”
•    Challenges immediacy
•    You have to be right where the consumers are

*Long tails on Pareto Analysis -20% of your best sellers affect 80% of your profit. Your long tails are your best sellers.

Really, I’ve always loved long tail keywords – they’re targeted, less competitive, and most of all budget-friendly (in terms of PPC).

How to Optimize Pages for better Visibility June 10, 2008

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It’s been a while since I’ve made a post here at SEOnotes. As usual, the busyness of life got the better of me since what? April!

Anyway for today’s post, I’ve taken down the topic of keyword optimisation on a per page basis. As a staple, SEOs are aware that it’s better to optimize your pages for 1 to 2 keywords only instead of a whole 20 of them. Why? Because your page is meant to have a focus. One proof that you have optimized your pages well, is when you see your home page, and the specific page where you are targeting a specific keyword to rank, both appearing at the same time in search results (usually one page is followed immediately by the other page in the listings).

How can you do this? You can try this technique:

Optimise your home page for your main (number 1) keyword.

Include your target keywords (of the whole website) in the body content and link it to their specific page where that keyword is in focus. Don’t forget to include these also in your footer links. Tweak CSS so links can blend with the look and feel of the design without looking like hidden text.

Optimise your pages by targeting 1-2 keywords.

Your next most important page should contain the next most important keywords. Don’t forget to link back to your home page, and the next most important page. It’s like linking to your internal pages.

Remember: When you have more of your pages appearing in the search engines (especially when they appear next to one another), you gain better visibility in the search results.