Posts Tagged ‘Long tail’

Over the past few days, I’ve been playing around with Google Instant and reading a lot about it. There is a pretty broad range of opinion, and I’ve been drawing some of my own conclusions. Will Google Instant change the face of SEO or PPC? Will it save us time searching? Will people adopt or reject it? Anybody offering opinions on these questions is merely speculating. I’ve got my own speculations, and I’ll share them here.

The questions posed above are yet to be answered, and really, only time will tell. But, since I’ve had a few clients ask my opinion, I thought I’d provide some of my thoughts here where they can be “programmed, categorized, or easily referenced.”

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What’s the best keyword research tool out there?  Google’s?  WordTracker? Keyword Discovery?  Actually, none of them.

The best keyword research tool is a broad match keyword in a PPC account.  Huh?  Doesn’t everyone say that broad match is extremely dangerous and you should only approach them with the utmost respect and gentleness?  Well, yes that’s true, but that doesn’t mean you abandon them!

OK, so why do I say this is the case?  Because broad match keywords are like scouts for you.  They go out and evaluate all of the possible “players” in the game and come back to you and let you know which ones are worthy of playing on your team and which ones aren’t. Click here to keep learning

One of the most important things you can do to get all that you can out of your PPC campaigns is to practice granular ad group organization. This is because the more of your budget that you can funnel into granular ad groups, the better your results will be.

Basically, this means that your ad groups contain keyword phrases that are specifically the same in their search intent, as well as the same language that the searcher used in their query.  Typically, I’ve found that this means each ad group’s foundational or anchor keyword be at least a 3-word phrase. No, this does not mean you throw out 1-2 word phrases.

Yes, “tv, hd tv, flatscreen tv and Panasonic flatscreen tv” could all be in the same ad group and you would sell some tvs.  But, you wouldn’t have as good of a CTR and conversion rate as if you practiced granular ad group organization.

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Meta description tags get a bad rap. They are often either considered to be more valuable than they really are, or dismissed as near irrelevant. The truth is that the meta description can be useful but it’s on the lower rung of importance when it comes to the on-page elements considered by the search engines. So while not a whole lot of time needs to be invested in creating workable description tags, I’ll give you a few pointers on what you need to consider.

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