SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)
In parts 1 - 6 you learnt how to develop your proposition, identify your key words and optimize and promote (for free) your site and pages. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK.
Now we turn our attention to paid site promotion, which will be relevant to those of you trying to enter an already crowded marketplace, where your key words are saturated!
(a) Pay-per-click (PPC) Advertising
Run a search on Yahoo or Google for a popular consumer product like "MP3 players". In the results, you'll see a set labeled as 'Sponsored Links' or 'Sponsor Results'. Some results will appear in colored text boxes along the site of the page, whilst others may appear in the same format as the main search results. All these results are paid advertisements from the sites listed within the ads.
The ranking order is a product of the bid amount (CPC) and the popularity of the ad (CTR%) and are purchased through pay-per-click (PPC) advertising suppliers. The largest two are Google's Adwords (displayed on Google, AOL, Ask Jeeves) and Yahoo's Sponsored Links - run by acquired company Overture (appearing on Yahoo!, MSN, AltaVista, and others). MSN are planning to release their own PPC scheme soon.
If you have tried and failed with free promotion tactics, the chances are that you are operating in a highly competitive area (where a PPC campaign may well be justified). After all, if you can make more money from a converted click-through than it cost you to buy the click-through, why wouldn't you look at PPC?
Look at your A-list of keywords. Refer back to your research on Overture. How many searches are conducted per month on your keywords? How much are you - and your competitors - willing to pay for those keywords?
For your first campaign, use a large number of relevant search phrases, so that you can test and learn what works best. Build unique ads for each search phrase, as this will help to optimize your click-through rate or CTR% (defined as clicks - or unique visitors - divided by page impressions on the ad pages - expressed as a percentage). This in turn means more targeted traffic, in some cases paying less per click (due to the methods by which advertising is priced).
Make sure you use a suitable (and perhaps even a dedicated) landing page for each campaign. Simply sending people to your homepage (from where they have to navigate your site) will not help your conversion rates (defined as sales divided by unique visitors, expressed as a percentage)! Help them to buy, as they are likely to be in a hurry!
The PPC providers give you useful interfaces with which to track the effectiveness of your campaign and overall return on your investment. Pay close attention to which keywords are delivering for you and make notes for future campaign planning.
Whilst there is no hard and fast rule, a CTR% of 1.8% - 3.5% is in an acceptable range (and anything over that represents a very good performance). On Google, if your ad achieves less than 0.5% CTR, your ad may well be de-listed. The lower your CTR%, the more you will have to pay in cost-per-click (CPC) to get into the top 3-4 results in your chosen keywords (vital if you want to appear on partner sites like AOL).
(b) Paid Directory Submission
I mentioned earlier that Yahoo! Express Submission is the best way to get a listing on Yahoo! Directory. With a node-level PR of 10, Yahoo! Directory carries much weight with Google and the $299 fee (whikst steep and not absolutely guaranteeing a listing) is probably worth the cost.
Do not submit to Yahoo! until you have really tested which site description works best on the free search engines.
(c) Express Search Engine Submission
In the past, it was only worth doing a paid submission with Ask Jeeves, as this engine continued to enjoy a small but loyal following but did not grow it's index as aggressively as the big boys. This meant paid submission was the only way to guarantee a good placement.
However, Ask Jeeves withdrew this service in 2004 (in favour of a strategy that mirrors the larger players). As such, I would not recommend paid listings with any search engines now.
Next we turn to tools you can use to monitor your ongoing optimization effectiveness...
Navigate the guidePrevious : SEO Expert Guide - Free Site Promotion (PR) (part 6/10)
David Viney (firstname.lastname@example.org) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.
Google’s John Mueller Speaks on SEO for Dark Mode Websites Search Engine Journal
Screaming Frog releases SEO Spider version 12.0 Search Engine Land
5 DIY SEO Tips That Your Small Business Needs Business.com
What Entrepreneurs Should Know About SEO Business.com
What Does It Mean to ‘Do SEO’? Search Engine Journal
Can SEO Be Made Predictable? Search Engine Journal
An Introduction to Python for Technical SEO Search Engine Journal
Can SEO Have a Negative Effect? Search Engine Journal
Moz launches Domain Analysis, free tool for SEO metrics Search Engine Land
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
10 Alternative Ways to Level Up Your SEO Skills Search Engine Journal
SEO from Expired Domains - DNW Podcast #258 Domain Name Wire
Travel SEO: 8 Ways to Build Links & Get Press as a Travel Brand Search Engine Journal
5 Ways SEO Helps Marketers Work Smarter with Bigger Brands Search Engine Journal
The Top 4 Enterprise SEO Platform Tools: An In-Depth Review Search Engine Journal
One Tool for Improving Image SEO for the Future Search Engine Journal
Redefining SEO in the Age of Digital Transformation Destination CRM
SEO budgets fall as marketers want clearer guidelines Netimperative
BrightEdge promises ‘self-driving SEO’ with new Autopilot offering Search Engine Land
Multiple H1s won’t get in the way of your SEO, Google says Search Engine Land
Google’s John Mueller Asks Why SEOs Don’t Publish Their Address Search Engine Journal
7 SEO 'Rules' to Ignore for Ecommerce Practical Ecommerce
Baidu SEO: Content Delivery, Speed & Accessibility Search Engine Journal
Should you do 100% of your SEO in-house? Search Engine Land
How to Do Local SEO During the Holidays Search Engine Journal
My experience with SEO Practical Ecommerce
What Is Forensic SEO? Search Engine Journal
SEO 2020: Top 15 Google Page Ranking Factors hypebot.com
Leading Enterprise SEO Platform, Botify, Launches Prescriptive Intelligence & Activation - Yahoo Finance
Leading Enterprise SEO Platform, Botify, Launches Prescriptive Intelligence & Activation Yahoo Finance
SEO Company Winnipeg Search Engine People
BrightEdge Unveils New Technology That Puts SEO on Autopilot Search Engine Journal
How a content audit can improve your organic SEO performance Search Engine Land
Brian McDowell on Enterprise Ecommerce SEO, Mobile & Respect [PODCAST] Search Engine Journal
7 Coding Barriers to SEO Success Practical Ecommerce
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards - Business Wire
Brennen Bliss Recognized as Young SEO Professional of the Year at 2019 US Search Awards Business Wire
Getting started with a terminal emulator for SEO programming Search Engine Land
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] - Search Engine Journal
Aleyda Solis on International SEO & How to Be Super Productive While Traveling [PODCAST] Search Engine Journal
SEO in 2020: How to Perfectly Optimize Your Website for Google [Infographic] Social Media Today
GIVEAWAY: Win an SEJ SEO-Themed T-Shirt! Search Engine Journal
7 Free SEO Plug-ins for Chrome, and 3 Extras JumpFly PPC Advertising News
80 SEO & SEM Statistics That Prove the Power of Search [2019 Update] Business 2 Community
Is Google's Nofollow Change a Peek into SEO's Future? Practical Ecommerce
SEO Critique of 3 Ecommerce Blogs Practical Ecommerce
WeWork Selling Conductor SEO Company Search Engine Journal
SEO vs PPC: When Do You Optimize for Each? Business 2 Community
Google: HTML Sitemaps Not Worthwhile For SEO Purposes Search Engine Roundtable
SEO Misinformation – and How to Avoid It TechSpective
Big Linkedin Updates, New Google Targeting & All the News You Missed This Week [PODCAST] - Search Engine Journal
Big Linkedin Updates, New Google Targeting & All the News You Missed This Week [PODCAST] Search Engine Journal
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston - GazetteNET
Guest columnists Seo-Ho Lee and Naomi Johnson: Youth climate activists take over the streets of Boston GazetteNET
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry - PRNewswire
Long Island SEO, fishbat, Shares 4 Ways Instagram Can Maximize Brand Visibility For The Yoga Industry PRNewswire
Watch Local SEO Experts Prank A Google Local Spammer Search Engine Roundtable
Where Can I Get Backlinks to Improve SEO? Business 2 Community
Danny Seo, Romero Britto and Heather Hall Brands to Launch on iMedia Brands’ ShopHQ® - Yahoo Finance
Park Seo Joon's Manila Vlog Cosmopolitan Philippines
The Best Free SEO Tools to Increase Your Rankings Entrepreneur
7 SEO best practices you should be doing regardless of what Google says Search Engine Land
6 Brilliant Reasons Why You Should Use SEO Tools Search Engine Journal
New Kid on the Block: Stephén Seo Tribeca Citizen
Malicious Commenter Receives Sentence For Spreading False Rumor About Lee Seo Jin And Sunny - soompi
7 Best SEO Tools to Help You Rank Higher in Google Entrepreneur
A Guide to On-Page SEO for Ecommerce Websites Search Engine Journal
6 SEO Tips to Benefit Any Business Entrepreneur
Two years on: Coach Park Hang-seo revitalizes Vietnamese football VnExpress International
7 Basic SEO Best Practices You Can Learn from Huge Travel Brands Search Engine Journal
What's the Value of SEO? Practical Ecommerce
10 Awesome Paid SEO Tools That Are Worth the Money Search Engine Journal
10 Ebooks About SEO You Should Download & Read Now Search Engine Journal
Why White Hat SEO is No Longer a Thing Search Engine Journal
SEO Content Strategy Tips to Boost Your Ranking in 2019 The Content Standard by Skyword
5 On-Site SEO Factors That Matter Most Search Engine Journal
Web Design Practices That Frustrate SEO Pros Search Engine Journal
How to Avoid SEO Misinformation Search Engine Journal
How To Weather Google Algorithm Changes
If you spend much time reading the various webmaster forums, you're no doubt well aware of the grief that many webmasters experience after seeing a Google algorithm change send their web pages sinking like a stone in the search results. But there are always other webmasters who do well with the changes, and many whose rankings are pretty much unaffected.
Search Engine Optimization - A Must
As you surf the web take a look around at many of the sites you see. Do you notice anything that seems strange? Well, let me point it out to you.
Possibly The Biggest Misconception About Ranking Well In The Search Engines
Onpage search engine optimization are things that you can change ON your webpage.* Title tag* Header tags* Bolding, Italicizing, Underlining* Alt image tags* Meta Tags* Etc.
Should You Be Linking for Traffic or Rankings?
Just for a change, rather than a technical article, I would like to tell you a story. To begin, imagine your website is a little country bar, now let's go back to when the internet began, and reciprocal linking was being done properly.
Search Engine Submission - What to Look for when Selecting an Australian SEO Company
Every business owner I've met has been encouraged at some point to invest in a website; often convinced with hype that if their business didn't have a website then they might as well pack their bags and retire to the social security queue.Hype aside, this statement is basically true.
Cache in the Bank: Understanding Googles Advanced Operators
If you would like to know when your site was last indexed by Google, you can find out easily by using the Google cache command. By typing "cache:www.
SEO India: Tips & Techniques
SEO is all about "Individualism"According to me SEO is not only getting rank for keywords (Of course that is the primary objective) but apart from ranking your objective should be "Conversion" getting "Sales" (No matter if its personal site or clients site)SEO Steps:1. Understanding Business.
Search Engine Monopoly
Ever wondered how one search engine is dominating the entire web. In any business, you have so much stiff competition.
Make The Search Engines Love Your Site
Most webmasters have no idea on how to make a search engine friendly web site. If you are one of them this will all change by following these steps below.
Keywords: The First Step To Recognition
Open Wordtracker [ http://www.wordtracker.
Monitor Your Visibility in Google, MSN, and Yahoo with these DIY SEO Tools
This is the second part of an article series in which you'll find many tools that you can use to monitor your site's search engine position and see how your do-it-yourself search engine optimization efforts are coming along. The following tools are for monitoring your search results in the three major search engines.
When to Hire a Professional SEO Firm?
In efforts to increase sales and profitability, more and more companies are turning to online marketing initiatives - specifically, search engine optimization. Search Engine Optimization or (SEO) is the art and science of blending technical and marketing skills together into a finely tuned website that is both search engine-friendly, ranks well for specific keywords and phrases, and is tailored to your audience from a buyer and seller perspective.
Find Best Keywords For Your Site
Keyword optimisation is probably the most important thing that you want to concentrate on with regards to search engine optimisation (SEO). Unfortunately, not many people know this, or do enough to optimise their sites' keywords.
Top 2 Ways To Get Higher Rankings in Major Search Engines
Top 10 search engine rankings. Everybody wants it but a few achieve it.
A Link From An Ugly Duckling Website With A PR=1 Could Give You 10 to 80 Times More PageRank
Whether you want to start a business and sell on the Internet or you're an old pro and want more Internet sales, here's the easy way to do it.To get the most sales on the Internet you need to have a high PageRank on Google.
How to Improve Your Search Engine Rankings
When people think of search engine optimization, they immediately think of time consuming very tedious tasks that are way beyond their capabilities. That might be true if they put no time and effort into it.
Torpedo and Sink the Ship SS Search Engine Ranking
I was recently contacted by one of my best clients who asked me what I thought of his decision to make a major change to one of his highly ranked pages. His initial concern was that visitor sales conversion ratio was low.
Advanced Uses for the Google Algorithm
The Google Sitemap For Idiots
I don't mind admitting that every time some new fangled idea or piece of technology arrives online, I have a small fit and wonder how long it's going to take me to understand what it is, what it's for and whether I need to use it to stay 'up there'. It's even more frightening when the experts start explaining it and really only serve to confuse the matter when they use their 'techno-speak'.
How to Avoid Being Dropped by the Search Engines
For websites, one of the most important things in their existence is their ranking with the search engines. The reason why this is so important is because when websites are ranked high by the search engines, they get flooded with free, targeted web traffic from visitors who are looking for information or products.
|home | site map|