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Optimized SEO Pages + PPC Landing Pages = Optimized Landing Pages That Rock!

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Merge Optimized SEO Pages and PPC Landing Pages to Create Awesome Optimized Landing Pages

One of the most common things mentioned in articles on building successful PPC campaigns is landing page optimization. And rightfully so. The quality of a landing page can have an impact on Google’s weighting of where a paid ad will show and how much each click costs. But what about landing page optimization in articles on SEO? You don’t see it very much. It’s considered stuff for ads and instead you find information on optimized pages.

Why should there be two types of pages? We really shouldn’t be thinking of them as two separate types of pages or actions being taken to a page. In my latest blog post on Search Engine Land, I take a look at how to merge these two types of pages into one optimized landing page. The optimized landing page works great for both PPC and SEO purposes and provides twice the performance.
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A Simple Overview of View-Through Conversions

What They Are

A view-through conversion is a measure of the number of online conversions that users complete after they see—but do not click—a display ad on a website.

How They Work

How a view-through conversion is tracked, recorded and analyzed will affect your conclusions about the effectiveness of your ads. Here are some things to keep in mind when collecting and analyzing them.

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Why Communicating What a Customer Is Losing Works

There’s an old adage that says “The pain of losing is twice as strong as the joy of winning.”

This principle can help your business if you use it wisely.  Even the threat of potential loss creates agitation in people that plays a powerful role in their decision making.  Psychologists call this the principle of scarcity.  It says that humans hold more appeal for things that they perceive will become less available in the future.  This is why you see scarce items get valued at ridiculous prices.  For example, a baseball card might be worth hundreds or thousands of dollars simply because there are not many of them in existence.  The same goes for cars.  The actual raw material value of the card or car is the same as any other with the same amount of raw materials used to create it.  But, the value of the item is not in it’s physical worth.  The value is in the possession of it.

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Why Testimonials Are So Important To Your Customers

When people shop, whether online or offline, there is always a measure of uncertainty throughout the buying process.  Typically, the uncertainty fades as the buyer journeys through the process of researching their purchasing decision.  They gather facts about what they need, look at features, benefits, quality, pricing and so on.  A brand that is really good at selling will be one that is really good at helping the potential customer to navigate through their uncertainty to confidence that they’ve chosen the right product or service for themselves.

Much of the sales process, after all, isn’t the product or service itself.  Much of the time (but certainly not always), the customer has already identified their need themselves.  They know they need your product or service.  They are just looking for the BEST solution to their need.  The better you are at this, the more sales you will attract.

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How Giving Away Free Stuff Online (and everywhere else) Can Work

There are many cultural forces built into every society that has ever existed on the planet.  Some are stronger in certain societies than others.  One of them is called the rule of reciprocity.  It says that a person (or group) should try to repay what another person has provided.  More simply put, if someone does something for you, you have a natural tendency to want to do something for them. 
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Your Analytics Tool May Be Lying to You

Let’s say your site contains iphone app reviews.  Your goal for the 4th quarter of 2011 was to increase your website traffic and conversions by 8% compared to the third quarter.  The results?  +10%.  Time to do the happy dance?  Not so fast, my friend!

This is a common point of failure of many site owners. They analyze their data in the silo of their Web analytics tool. This can cause you to misjudge what is truly going on because you are lacking the context of your industry ecosystem. The free and easily-accessible tool that I used above hints that your industry may have grown by about +20% in the fourth quarter. And it just may be that your #1 competitor increased +30% during that period. So, you’re doing the happy dance when you really need a tissue.

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Don’t Waste Time Looking at Web Data Until You Do This

…life is about taking action, and if your work is not driving action, you need to stop and reboot…hits and pageviews don’t mean anything except that someone came to your site and consumed some content…metrics are a dime a dozen, so how do you know which ones to use?  They should have the following four attributes…

  • Uncomplex – If you want action, everyone involved in the decision-making must easily comprehend performance.
  • Relevant – they must be measuring the success objectives that are unique to you and your website.
  • Timely – Even the greatest metric in the world is useless if it takes nine days while your world changes every three days.
  • Instantly Useful – you need to be able to find insights as soon as you look at it.

-Avinash Kaushik (@avinash), Web Analytics 2.0

Your business is different than everyone else’s, so why would you look at the same measurements of success as everyone else?  Everyone looks at visitors to their site, but what does that tell you about how your business is doing?  If you sell a high-end product and the only people coming to your site are those looking for a cheap solution, it doesn’t matter how far up and to the right that blue line goes for visitors, your business isn’t growing. You want to look at the metrics that will tell you if you are progressing with growth.  That’s why the most important step you can take toward success is identifying the metrics that will tell you if what you really want to happen for your business is happening or not.Continue Reading

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Q&A: How Much Does Online Marketing Cost?

Web marketing questions about SEO, PPC, link building, social media, content marketingCompanies focus a great deal of attention on two things: ROI and the bottom line. Rightfully so. When you invest thousands of dollars and perhaps hundred of hours in a something you believe will help your business grow, you want – and deserve – to see some results. So, a question we often hear is:

How much does online marketing cost?

The response from our team comes at this tricky question in a variety of ways…

Stoney (@StoneyD): There is no one-size-fits all answer to that question. It’s kind of like asking, “How much does a house cost?” Or a car. Or surgery. Or ObamaCare. Well, not the last one because the others can actually have a defined costs. The better questions is, “How much ROI will I get for my investment?” While there is no “sticker price” that can be placed on that, it really is the bottom line question. Whether you’re paying $5,000 or $500,000 for online marketing, you need to make sure you will get a return. This comes back to making sure you trust your SEO. If you pay a lowball price then ROI can be very difficult to be achieved, especially if your competition is out investing you in SEO. You also don’t want to over-pay, either. If your SEO provides quality and gets results – and more importantly, gets ROI – then there is no such thing as overpaying. Bottom line is, you need to invest whatever is needed to grow profits and not a penny less.Continue Reading

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Optimizing Your Online PR Strategy for Search & Social, Part 5: Broadcasting Your Message

Optimizing Your Online PR Strategy for Search and Social

Moving your PR online opens up a whole world of new adventures. Not only do all the old rules apply, but many new rules are created to ensure that your content can effectively reach your audience.

So far in this series, everything we have discussed has to do with the set-up and creation of your online PR. All of the online elements need to be taken care of before you can push your story out online. Pushing it out before it’s ready will lead to a colossal failure. However, how and where you push your message out is just as critical for it’s success.

In this final post, we’ll look at the details around how you can broadcast your message to get the most value from your audience, search engines and the social sphere.Continue Reading

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