The process of search engine marketing can be defined as a strategic game of quickly implementing strategies that will increase your site’s exposure and conversion rates, while also patiently waiting […]
Until now, the only information a user had on a search results page to decide where to click was the 135 characters in the ads. This led to many advertisers getting away with bad post-click marketing as long as they wrote great ads. Not any more. Advertisers can no longer hide behind the click. Now, users can hover over an ad and see a preview of the landing page with snippets of real text to see how closely it relates to what they’re looking for.
For a lot of people, running a business is about making money. But, for me there is so much more to running my company than that. Sure, I love the […]
Either reporting or looking at reports of your top X whatever rarely leads to insights. Why? They rarely change. Ok, once in a while they do, but for the most part, your top keywords, landing pages, referrers, etc. are going to be basically the same. This is because (for most, not all) what you’re offering doesn’t change. The problem is that when you look at a report like this, you are looking at static numbers. The key to getting insights from your website is looking at trends, or what’s changed. This opens up the doors to asking why things went a certain direction and finding out what’s really going on where.
You’re probably familiar with phrase “content farm” – a website that produces text for search engine bots, not human readers – and the long-standing controversy surrounding them. In recent years, […]
Over the years, I’ve come to realize I’m not a very good sales person. I’m not good at self promotion or pushing the hard-sell techniques that “convert” leads into customers. […]
To know the value of one year – ask the student who failed their final. To know the value of one month – ask the mother of a premature baby. […]
Marketing on the web is demand-driven. Searchers are looking for answers. The best way to dominate the game is to become the best answer to their questions. This is why it’s important to do dynamic keyword research instead of static keyword research. It’s also why you don’t copy and paste the same ads into all of your ad groups talking about yourself and what makes you great.
If you have never heard of The Scotty Principle, you might as well just give up now. Go home. We’re done here. Okay, now that all the non-geeks have left […]
In the plainest, simplest terms I can come up with, Concatenation Schema is just another way of saying “default content that changes dynamically based on category, sub-category, and product related […]
In an effort to improve relevance on the web, Google is utilizing searcher’s relationships. A new button in search results enables signed-in searchers to get recommendations on search results pages and websites from the people they are connected to through their Google profiles. Google is saying it won’t affect how quality score is calculated. But, it does affect quality score because if the recommendations improve CTR, then your quality score improves.
Last time, we talked about a revolutionary tool in keyword research called Google Insights for Search that allows you to gain competitive advantages by doing dynamic keyword research instead of static keyword research. Static keyword research is using a keyword tool to get volume “numbers” at one point in time and then using that data to perform long-term marketing campaigns. The problem? Things change. Therefore, we need to incorporate dynamic keyword research to keep our campaigns aligned with what’s actually happening on the web.
While it’s great to know what people want, when you give them what they want, you only give them a partial solution. The want is the symptom. But, when you […]
Business building is about relationship building. In order to get and keep customers, you must be able to build some kind of relationship with them. In my last post, I […]