PPC… Can It Enhance Your SEO?

PPC… Can It Enhance Your SEO?
Can pay per click marketing really work in tandem with SEO? I have found that the most successful SEO campaigns were born from PPC results. What do I mean? Read on…

Just a like a company’s house list, the information they gather from their own PPC campaigns can provide a significant boost to the effectiveness of their search engine optimization efforts. The key is to know what information you’re looking for and how to use it to generate qualified visitors to your website.

Qualified visitors are those that have a higher degree of interest in your products or services and a greater likelihood of purchasing your products. I’ve often seen websites that have reduced their traffic while significantly improving conversion rates. The result is lower costs related to traffic acquisition and higher revenue. With more revenue and less expense, margins reach a new level of success.

The concept that I teach in SEO training is the most effective way to combine pay-per-click advertising with search engine optimization is to focus on conversions. What keywords have you promoted through pay per click advertising that led to conversions? If you’ve been running PPC for a while and you are still unsure, then consider expanding your analytic coding to include Google conversion tracking.

Once you have the answer and know which terms produce the greatest conversions, regardless of ad variation, then you SEO keywords have been determined. You want to generate organic traffic to the same keywords you’re promoting through PPC as long as they are generating your highest conversions.

An example of this might be someone promoting a book on how to fix a car. If the highest converting keyword is, “car repair”, then you should consider car repair as a keyword phrase you must optimize for. Organic traffic to this term will produce targeted web site visitors and conversions for little or no money as you improve your rankings.

The last piece is to take your highest converting landing pages and build in some or all of the elements into your website. Once you’ve tracking and optimized landing pages via PPC, you can duplicate what you’ve learned from a conversion perspective organically. Consider applying the landing page elements that have generated the highest return for you on your pay-per-click advertising.

Whether you’re just getting started with search engine optimization or consider yourself a search engine optimization expert, leveraging your pay-per-click advertising is the best investment you can make. Determine which keywords generate the type of traffic that is most valuable to you and optimize around these terms. They will generate more traffic and revenue.

To learn more about PPC, check out our comprehensive Content Bully Review.

Is SQL Server in your bag of tricks?

Is SQL Server in your bag of tricks?
If you’re subscribed to the Alpha Software newsletter, you already know about our upcoming Alpha Five/SQL Server Web applications webinar taking place on Wednesday, June 3 from 1 p.m. – 3 p.m. Eastern Time. The course will also be recorded, and will be made available for viewing or downloading to registered users.

Microsoft SQL Server is the database engine of choice for millions of businesses. And with the availability of the free edition — SQL Server Express 2005/2008 — and its increased capacity, it’s accessible by everyone. With the right SQL Server and Alpha Five skills, you can build highly scalable database applications, and greatly improve your marketability in this competitive economy.

But where do you start? Amazon lists over 1,300 books devoted to SQL Server. Not to mention all the courses available, plus Microsoft’s official certification programs. Plus, it takes years of dedication to become a true SQL Server guru.

Fortunately, you don’t have to be a guru to take advantage of SQL Server right now. Using Alpha Five as the front end, you can build new SQL Server based applications, migrate existing data to SQL Server, and manage data already in SQL Server, quickly and easily.

In our two-hour training session, hosted by Jim Dusoe, founder of BMSI Software and long-time Alpha fanatic, you’ll learn

• How to choose the right version of SQL Server
• How to install SQL Server
• How to create SQL Server tables
• How and why to use stored procedures and triggers
• How to use SQL Server Views
• How to Use AlphaDAO to work with SQL Server

And because this webinar focuses on Web applications, you’ll also see step-by-step instructions on how to provision a server with both Alpha Five and SQL Server. We’ll show you

• The advantages of Web vs. Desktop Applications
• How to set up the Alpha Five (Web) Application Server for use with SQL Server
• How to run the Alpha Five Application Server as a service (using a free toolkit from Microsoft)

For those who can’t make it, you’ll receive access to the webinar recording at no charge with your paid registration. Registration for this two-hour training course is only $99, so sign up today!

My thoughts in ink on Inc.
Earlier this year, Inc. published a fascinating article about Markus Frind and his online dating company, PlentyOfFish. More specifically, how Frind conquered the online dating world and now lives comfortably working 10 hours a week while paying himself more than $5 million a year. The word entrepreneur sounds pretty good now, eh?

Inc. makes it sound easy. But in this case, it wouldn’t be for 95 percent of entrepreneurs. That’s because Frind knows how to program computers. Most people do not. As I said in my comment, it takes more than a good idea to build a thriving Web business.

Great ideas aren’t in short supply. But software tools that empower entrepreneurs to build their big ideas are lacking. As you know, we’re trying to change that at Alpha Five by giving you everything you (yes, YOU, the non-programmer) need to get your idea off the ground.

Have a look at the comment for the full scoop, and a little preview of an idea we have here at Alpha that will help entrepreneurs network, build, fund, and market their own “big-idea” Web apps. But you’ll hear more on that, coming soon.

Is Video Already A Part Of Your Article Marketing Strategy?

Is Video Already A Part Of Your Article Marketing Strategy?
Article marketing takes on a new twist… add video. Video is fast becoming the most popular aspect of online marketing. Do you know how to promote your site, articles, and affiliate products using video. Today we have a great post from Unique Article Wizard.

If you’re not using an article distribution service, I strongly recommend Unique Article Wizard. They not only distribute your article, but provide unique article distribution. But enough about the testimonial, let’s get into using video as part of your article marketing strategy.

1. Write an article or have one created for you at elance or via PLR articles. These are inexpensive and can be found via any article directory or website.

2. Convert that article into a power point presentation. Make sure that you use big fonts because your video will be more than 200 by 200 pixes in size which is relatively small. You want all of your type to appear on screen in large, clear letters. Place your URL or 800 number at the footer of each slide.

3. Turn your Powerpoint presentation into a video presentation by including voice. To do this you can use the free trial from Camtasia or other video recording software. Essentially, the way this works is that you use a piece of software to record your screen while you present. It will marry audio and video together.

The best thing to do is create a number of articles and Powerpoint presentations before you start your free trial because the trial is limited. In addition, once the trial expires, you will lose access to all your files. So, start with a few presentations and then use your thirty days wisely. Record your video in a large format. Another option is to do a video using your webcam – just turn it on and read out your article! But do it in an animated an lively manner.

4. Upload your video to YouTube and other video related websites. The more the merrier. You want to distribute your content to as many video websites as possible to increase exposure.

5. Write a compelling caption that includes your keywords as the anchor tag for the link to your youtube video. You do this by including the tag [link:your desired anchor text here] in your caption.

Why do you do this? This promotes your video within YouTube and in Google search – so if people don’t find your article or your site, they might still find your video. Just another way to get noticed!

Take your article marketing strategy to the next level with video. Don’t be scared. This technique is really easy to use once you get the hang of it. Start practicing and leveraging this technique as soon as you can.

Get started with your article marketing today at Unique Article Wizard!

Pay-Per-Click Marketing: Is It For You?

Pay-Per-Click Marketing: Is It For You?
Most marketers I talk to often tell me that they are losing money with Pay Per Click marketing. I too have had mixed results with PPC. The question I found myself asking was, “who is using PPC and making money?” In my experience, it takes a lot of research to win at PPC, but win you can.

When I started with pay per click advertising, I struggled a great deal. Either I got tons of traffic and no sales or little traffic and no sales. Over time, with the proper tracking, I learned which bidding strategies improved my quality score and click through rates. Once I was driving traffic, the key was to improve conversions.

Improving conversions is not an easy task. Again, the only time I started seeing success was once I began testing – much like I did for years with my direct marketing efforts. The testing was time consuming and tedious. I would only change one element at a time and let it run for 2 -3 weeks before I could draw a conclusion.

The good news however is that once you make these distinctions: choosing the right keywords, finding your top performing ads, and optimizing your landing pages, you’re basically on auto-pilot. So if you’re struggling with PPC, just hand in there. I recommend that you break down the task of PPC marketing into small steps and attempt to make progress one stage at a time.

Best of luck with your PPC. Whatever you do, don’t get discouraged simply stay the course!

On-Page Optimization Strategies For Improving You Search Engine Results

On-Page Optimization Strategies For Improving You Search Engine Results
On-page optimization is a great place to start your next search engine optimization campaign. Even though off-page optimization is essential for improving your Google rankings, on-page techniques can be used to build a strong SEO foundation and support good results on Yahoo!, MSN, and other major search portals.

SEO Design Tips For Website Success

SEO Design Tips For Website Success
When designing a new web site, there is a great deal to consider before you begin. Have you chosen a good niche? Have you organized your content in a way that is search engine friendly? Do you have a URL that makes it easy for search engine spiders to know what your website is all about?

Even if you have done all of the pre work to ensure that you are going to develop a web site that meets your needs, you must consider the needs of search engine spiders and SEO. Search engine optimization of web site design is easy if you know what to do.

The first step is to start with an web site designed in html and to use cascading style sheets. CSS keeps your coding to a minimum and helps create a consistent look across all web pages. The design of your site needs to be simple yet effective supported by clean navigation.

Web pages should all have a unique set of meta tags including title, description, and keywords. Additionally, the keywords you are trying to optimize for should be contained within your meta tags and on page as well. Your template should have your keyword phrase at the top of your page as well as at the very end of your page.

One simple way to apply this technique is by beginning your title tag with a keyword phrase. Additionally, include a copyright notice followed by your keyword phrase in a clean simple flow. One example is Copyright 2009. WebmastersBookofSecrets.com Marketing Expert. Marketing expert in this example is the keyword and is the last text on your page.

In addition to the beginning and end of your web page, focus SEO design with these helpful tips. Include your keyword phrase in both an H1 header and H2 Sub header. Keep your keyword density between 4 and 6 percent. Also, make sure that your keyword phrase is in bold, italic, and underlined. And lastly, keep your word count to between three hundred to six hundred words.

Simple SEO design is incredibly effective for achieving top rankings. These techniques help to expose your keyword phrase to search engine spiders. Additionally, they make each web page simple to scan, read, and react to. Take advantage of simple SEO design and results will follow.

On Page Optimization Is Essential for Improving Your Rankings

On Page Optimization Is Essential for Improving Your Rankings
When thinking about search engine optimization and where to begin, think about on-page optimization. Although off-page optimization is essential for improving your Google rankings, on-page techniques can be used to build a strong SEO foundation and support good results on Yahoo!, MSN, and other major search portals.

Here are a few SEO tips you can use starting immediately to make your site more search engine friendly and begin enhancing overall rankings on all types of search engines.

Optimize Your Website URL. If you have not yet picked a domain name for your website, do not try to purchase yourkeyword.com. Rather, pick a name that will be memorable and is something you want to build your company or brand around. You do not want to limit your options too severely. That said do try to include your main broad keyword into your URL.

Optimize Your Page Title, H1 and H2 Tags. Create a title that is relevant to your site content and which is no more that 60 characters in length. The reason you want to limit the size of your title is because larger titles cannot be fully displayed on search engine results pages. The reason why the title is so important is because it gives you an opportunity to display your keywords first.

The first headline that appears on your page should include your keywords and be in the form of an H1 tag. The sub text should be presented as an H2 or H3 header. This reinforces the importance of your keywords and indicates prominence oriented around the specific content included on your web page.

Optimize All Your Meta Tags. SEO experts continue to debate the value of meta tags. I can tell you that although meta tags including the title, description, and keywords is less important that it was many years ago, it still plays an important role in optimization.

Today, meta tags are used as a starting point and a reference point for search engine crawlers. Your meta tags need to be aligned to your page content and also include your keywords. This creates consistency, something that search engine spiders yearn for. So make sure to fully develop your description and keywords. I suggest limiting your keywords to no more than twelve and limiting your description to about 150 words maximum.

Optimize your keyword density for Google. Creating a keyword rich content page is essential but do not get carried away. Your keyword density should be around 3 or 4 percent, no more. Some people believe that you could go as high as six percent for Yahoo! optimization but Google seems to like pages that have a smaller keyword density. From my perspective you are better off focusing on the placement of your keywords and the type of emphasis you provide. Remember to focus on H1 and H2 tags and place keywords at the beginning, middle, and end of your web page. In addition you should have an instance of each keyword phrase in bold, italics, and underlined. This variety again reinforces the value of your links.

Keyword Variation. The last piece to focus on is keyword variety. Instead of stuffing your page with the same keyword phrases again and again, use some variety. A great way to do this is to add a word or two before your keyword phrase and after it. Creating variety is important because it shows each search engine that your site has a focus but that you are not intentionally trying to improve your ranking.

The most important part of any search engine optimization campaign is to make your site appear natural, present valuable content, and follow on-page optimization best practices. If you use the above suggestions as a guide, you will be well on your way to a fully optimized website.

Is Your PPC Performing?

Is Your PPC Performing?
In today’s tough economy, there are lots of marketers and small business owners who want to do more with less. That being the case, today we’re focusing on your PPC (pay-per-click) campaigns.

The burning question I often get is, “My PPC results aren’t what they used to be, now what?” To answer that question, we need to first see where we are:

1) Keep a log of PPC activity.

You can do this using advanced PPC management software. If your software does not have this feature, you can view your change history in Google. For other search engines like Yahoo and MSN you must keep a manual a log of all of your activities and changes. At the very least be sure to note that you made edits to a particular ad group within a given campaign on a specific date.

2) Look at PPC reports.

Choose the most recent block of time prior to the degrading performance of your PPC campaigns. I recommend one week before the problem occurred to the day before the problem occurred. Then choose up to a one-week time frame after the problem initially occurred.

3) Look at your logs.

See what changes occurred in that time frame. Analyze your reports by campaign and by ad group to see what campaigns and ad groups have changed for the worse in that time frame.

4) Analyze the data.

You can now isolate to a single variable or a set of variables that caused the problem. Learn from what happened and adjust your campaigns moving forward.

Once you’ve gone through this process, you should be able to determine which changes or variables had an impact. If you are unable to track the information properly or are still unable to discern what caused the drop in PPC results, then consider the following questions:

Could it be your conversion rate? Here are some things to check.

1) Is your landing page still working? Is it up and fully functional? Click on one of your PPC ads within your Google interface. Go through the Web page as if you were an actual user, click on links and fill out forms to make sure everything works as it should.

2) Have you switched landing pages and not documented the change? Additionally, were changes made to your calls-to-action or layouts on any of the landing pages?

3) How about your tracking? Is your tracking code working properly? Test your pages and make sure they are being tracked.

4) Review your analytics. Do you see a jump in your bounce rate? If no changes have been made to keywords, landing pages or destination URLs, is your website loading slower than it used to?

Now is a great time to diagnose your PPC campaigns from start to finish. Make sure that your ads, landing pages, and tracking code is working properly. You can then assess what’s working and what isn’t. Also, be sure to check out your overall traffic (clicks) to determine if there has been a change in volume. These tips should help you discover why your ads are not performing as well.

Xbox Experience: Xbox Live Update

Xbox Experience: Xbox Live Update
Xbox Experience: Xbox Live Update!

Do Search and Direct Marketing Mix? You Bet!

Do Search and Direct Marketing Mix? You Bet!
Many of my readers have been wondering about the role search marketing plays in direct marketing campaigns. This recent articles sheds some light on the subject.

The marketing role of search is to capture prospective customers who actively seek information in three generally applicable groups: brand, product and category information. Prospective consumers are searching for information at various stages of their conversion process. Each marketer approaches these categories differently. Many ignore a specific group because of notions about search and how it should be used. These mar­keters miss out on huge opportunities because the rules by which search is utilized are set by the marketplace.

A prospective customer uses search in several ways. Many begin searching for product information on a general level, typing words like “cell phone” or “jewelry” into a search engine to locate products they may want to purchase. These words describe a category of products and have a great amount of searches associated with them, often called “head” terms. Most prospective customers don’t convert on head terms; they move to more specific terms.
In the case of someone looking to purchase a cell phone, this progression might lead to terms representing a particular type.

These product-level terms narrow the prospective customer’s consideration set and provide a price, features and benefits com­parison.

The final step in most search and purchase experiences is the search for the chosen product’s brand. A consumer would search for Verizon Wireless for cell phones or Cartier for jewelry. The prospective customer purchase at this point is usually associ­ated with the branded keyword, sometimes giving dis-proportion­ate weight to such names.

Should marketers spend their time and energy on branded terms, because of their place in the conversion process? Should they ignore the head terms and the product terms because the majority of conversions take place on the branded terms? The answer is no. Most marketers have figured out that a portfolio approach, which takes the high-cost head terms and low-cost brand terms and balances the keywords to arrive at a desirable success metric, is best. Many search marketers simply absorb the higher cost of head terms and reach consumers at every stage of the process.

Some marketers have avoided this approach and assign a cost to the brand, product and head terms, separately. This effec­tively reduces the sum a direct marketer would spend on all but the most efficient terms. Marketers should always opt for a portfolio approach, rather than restricting their campaigns to only one phase of the conversion process.

Andrew Lovasz is search marketing director for Moxie Interactive.

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