Another Basic Search Engine Optimization (SEO)

Posted by roinah on Wednesday, January 4, 2012


The goal of SEO is to increase your site’s position in search engine response lists when people type key phrases into search engines

You want to make your site more appealing to search engines so that they will give you more traffic when people search for what your website has to offer.

Traffic that occurs when people click on a search engine response listing for your site is called organic (free) traffic

Target keyphrase Research

Search engines do two things

First, they categorize sites
Second, they rank them by relevance within a category

You need to

Help search engines understand your categories
Convince them to rank you highly within a category

Search engines use key phrases to do this.

Key phrases are words or phrases that characterize your site
Make Money at Home

Target Key phrases

You need to identify good key phrases to characterize your site’s webpages
You need to anticipate what key phrases searchers will use
In jargon, you need to select target key phrases

Many key phrases are highly competitive

“Make money”
Do not try to fight these by selecting them as your key phrases
Established sites will almost always win
This makes sense because they have more traffic
In addition, they have more SEO expertise than you will
Your ranking will be so low on the response list that nobody will find you

Choose a less competitive target key phrase

More specific
“Make money on eBay”
“Make money with a good eBay strategy”
Bad: Fewer searches will point to you
Good: But they will point to you with a higher ranking
The idea is that enough searches will give results pages that rank you highly to bring in sufficient business
Finding key phrases that do this requires a great deal of thought

Select multiple key phrases

Use synonyms

Search engines like synonyms rather than mindless repetition
Search engines call this latent semantic indexing
“Six pack abs” “flat tummy,” “tone your midsection” etc.
Write naturally: Key phrases should only be 2% to 5% of your content
You will be rewarded for this

On-Site Actions

Things that you can build into your site
Search engines pay more attention to certain parts of your site than to others

Domain Name

Should include your key phrase

Don’t Put key phrases in images

Search engines can’t read them

Focus Each Page on a Specific Key phrase

Content should include it
2% to 5% of time use the key phrase or synonyms


Quite important in SEO. Put your key phrase here

Meta Tag: Keywords

<metaname=”keywords” content=”make money, make money online, how to make money online”>
3-10 keywords/key phrases
Use these on the page

Meta Tag: Description

<metaname=”description” content=”This site………”>
Search engines may use this as the descriptor under your link in the results page.

Anchor Text

<a href=”xxx”>This is anchor text</a>
Search engines consider this significantly
Use key phrases
Internal links within sites are good
External links from other sites are good

<h1>, <h2>, <h3>, <h4>, <h5>, <h6>

Usually, one h1 on a page
Multiple h2s
Search engines consider these, especially h1s and h2s

Body Copy

Use your key phrases
Use synonyms
But write naturally

Frequently Update Your site

Search engines like this
XML compliant site map

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Module : Managing Page Metadata With Kentico CMS Meta Data

Posted by roinah on Monday, December 26, 2011

What is Search Engine Optimization?

Metadata is used to describe other data. It provides information about the content that it describes. For example a text document may contain information about how long the document is or who authored it. Web pages contain metadata that is used to describe the content using meta-keywords. This data is used by search engines like Google as a way to organize, collect and display information for users searching for content.

Allowing users to find your pages on the web is a critical success factor of any web site. One of the main activities of Search Engine Optimization (SEO) is optimizing web site content, meta-keywords, and page titles, that all factor into what is called page rank.

This ultimately determines your “organic” listing order when a person searches using Google, Yahoo! Search, Live Search, Bing or other service. Within Kentico CMS you will want to spent time to sharpen content so it is rich in search terms, add a very descriptive page title and meta-keywords.

Meta Keywords are HTML elements that are used to provide structured information about a web page. These elements are placed in the HEAD section of a page where search engines read it. Kentico CMS simplifies a lot of these SEO optimization tasks, as we will see in our lab.

Kentico CMS Meta Data

Kentico CMS allows you to modify web page meta-data to enhance the web page visibility to search engines. The figure below shows where meta-data can be added to an existing web page, in the case of this example, the Network Administration page.

 This is important: Unless told by your System Administrator make sure that you select the Inherit check box. This ensures page data is available from all parent pages.

Page Address (URL)

We can also make changes to the address (URL) of the page. This can be performed on the Properties -> URLs tab of each document. You need to get familiar with the following terms before setting up page URLs:

Alias path – path to the document within the content tree; this path is created by the Document aliases of the page and all its parent pages, e.g. /Home or /Services/Network-administration.aspx

Document alias – unique name of the document; this name is the same for all language versions of the document and doesn’t change when the Page name is modified

Document URL path –used to “override” the Document alias; each language version can have its own URL path, which can be used for SEO optimization on multilingual sites; it can also be used to set a short path for pages deep inside the tree hierarchy (e.g. /About instead of /Special-pages/About)

Document aliases – this section allows adding of other additional document aliases, which may be needed in some special cases not covered by this lesson

URL extensions – used to define other extensions under which the document can be accessed (besides the default ones set in Site Manager -> Settings -> URLs and SEO -> Friendly URLs extensions and Files friendly URLs extensions); typically used to allow access to files under their original extension (e.g. …/document.pdf instead of …/document.aspx)

As shown below, you can see where URLs can be modified.

Lab 1 - Changing URLs

We will continue with the multilingual site in English and Spanish from Lesson 10 (or your trainer may have set up a different site for this purpose). What we want to do is use the Document URL path to add a localized URL to the Spanish version of the News page.

To do this, select Spanish from the Language bar, then select News in the Content Tree and click Properties -> URLs. Enable the Use custom URL path option, enter Noticias into the Document URL path field and click Save.

 This is important: In our previous module we applied workflow to the News folder. If this workflow is still active you may need to approve the document before it shows on the live site.

Now let’s verify in our browser that the entered URL works correctly. Sign out of CMS Desk, make sure you are in the Spanish version of the live site and enter <your domain>/Noticias.aspx into your browser’s address line. You should get navigated to the Spanish version of the News page.

Now let’s presume that we want to add another document alias, this time it will be /Nueva.

So, we will log back into CMS Desk, select the News document in the Spanish version again and switch to the Properties -> URLs tab. This time, click the Add new alias link in the Document aliases section at the bottom.

In the following dialog, enter /Nueva into the URL path field and confirm by clicking OK.

Back on the URLs tab, you can see the new additional alias listed at the bottom of the page.

Now if you log out of CMS Desk and try to access <your domain>/Nueva.aspx in the Spanish version, you should also get redirected to the News page.

These are our Document aliases finished. Another important part of our SEO optimization will be the meta-data. For the purpose of this lesson, we will add some meta-data to the Network Administration page.

To change the page meta-data for our Network Administration page, we go back to our Content Tree, select Services -> Network Administration and choose Properties from the menu. Now click on Metadata in the left menu. 

We want to use the following meta-data (in a real-world scenario, you may use an SEO consultant to help you write the search engine optimized content):

·         Page title: Administration Services

·         Page Description: This page is a list of our Network Administration Services

·         Page Keywords: Network Administration, Network Admin, Networking

To do this, uncheck the Inherit check-box and add the listed values to the respective text boxes. Finally click Save to save the changes. 

Now we can go see the changes. Sign out and go to the Services -> Network Administration page. You will see that the browser window title is Administration Services now. The description and keywords are stored in the page HTML code and they are not visible to users, but they can be read by Google and other search engines.

Then, to see the keyword changes, right click on the page and select View Source. You will see the following,
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "">
<html xmlns="">
<head id="Head1"><title>
Corporate Site - Administration Services
</title><meta name="description" content="This page is a list of our Network Administration Services" />
<meta http-equiv="content-type" content="text/html; charset=UTF-8" />
<meta http-equiv="pragma" content="no-cache" />
<meta http-equiv="content-style-type" content="text/css" />
<meta http-equiv="content-script-type" content="text/javascript" />
<meta name="keywords" content="Network Administration, Network Admin, Networking" />
Notice the <title> and <meta> description and keywords reflect the changes we made in Kentico CMS.
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Organizing Your Website

Posted by roinah on Saturday, December 17, 2011

A couple years ago, when I redesigned Website Promotion Central, I made an important discovery. My intent was only to create a more user-friendly navigation scheme. What I ended up with was a sudden surge in search-engine rankings (and traffic) starting about 6 weeks later. I hadn’t changed any of the pages - all I had done was change the way they were linked together.

What I had done, quite by accident, was reorganize my website by keyword themes.Some of the themes had fallen into place very nicely, and others had not, and this was clearly seen in my logs. My “Marketing” section had taken off like wildfire, but my “Search Engine” section was still the same as it ever was. After doing a little more research into what the search engines were up to, and learning more about themes, I know exactly why one part of my site took off, while the rest didn’t.

The promise of theme-based search engines is that they will reward websites that provide significant, valuable content over those that have simply been created to fool the search engines. Website Promotion Central is a great example – I created the site to help people, by providing clear information in a concise format.

In this chapter, you’ll learn how to redesign an existing site to take full advantage of the underlying themes it already has; how to develop content to improve the strength of a theme, and how to tie together related themes into a cohesive whole. You can do this in such a way that your visitors won’t even know the difference, but the search engines will.

Don't Take This Too Far!

It's easy to get caught up in themes, and try to force your website into supporting a structure that just doesn't work. This is not an exact science, and breaking a few rules will not destroy you! While I am presenting a formula to you that has worked for me, that doesn't mean that there aren't other ways to build your site. Don't be afraid to experiment, especially if it makes your site easier to use.
Think of your visitors first, and search engines second. In my experience, organizing your website the way your visitors are likely to think about your subject is the closest thing to a "perfect" theme-based design. What happens after people get to your website is just as important as how they get there.

How Search Engines See Your Site

Search engines look at two things when determining what a given web page is about.The content of the page itself is a big part of the equation, but they also look at the context of links that point to that page. If you have a page on your site about "hamster food," it's better to link to it from a page about hamsters, than from a page about dogs.
Because they look at the links between pages, search engines are in effect looking at entire sites. The key to establishing a theme for your site is to focus on a limited number of keywords and phrases, which are closely related to each other. Your chosen set of 5-10 keywords and phrases is then woven into the pages throughout the site, as you develop additional pages to cover each of the more detailed (second tier) search terms on your list.
By consistently applying my page optimization formula (in the next chapter), and creating a strong theme-based design for your site, you should see a steady increase in your search engine referrals. Consistency in keyword usage, and an applied understanding of how the theme-based engines view your site, is really all you need.

The Theme Pyramid

The best analogy I’ve seen to describe how themes work is to look at the theme-based website as a pyramid – the capstone on top of the pyramid doesn’t support nearly as much weight as the stones which make up the base. So it is with search engine themes. It’s not really possible, or desirable, to make your home page the sole focus of your search engine optimization efforts. Success comes only by establishing a consistent theme throughout the site, from top to bottom.

Top Level:
The Network (a.k.a. The Internet)

The very top of the theme pyramid is what I term the “network” level. I don’t recommend that you attempt to create a network of sites, unless you already have one and need to operate at this level. Your initial efforts at search engine positioning should begin with the first tier of the pyramid, your website's home page.

For most of us, who are operating a single website, the top level of our theme pyramid is made up of all the related sites that link to us. This part of the pyramid is important to you, and we will deal with it later on,

First Tier:
Your Website (a.k.a. Homepage, Index Page, Domain)

The first tier of the pyramid, the homepage or domain, is where most readers will begin to establish a theme. This is the “home page” of your website. In the past, the home page for your domain was the often most critical to optimize for specific keywords. Now, it’s really more like a map to guide your visitors (including search engines) to your keyword-rich content.

Your homepage should link to the entire second tier, and to as much of the third tier as is practical. Search engines have a definite preference for indexing and ranking pages that are linked from the first page of a domain. The bulk of your content will be on the third tier, and you want to make it as easy as possible for visitors (and search engines) to find the most important destination pages.

For example, your site might be built around a “home improvement” theme. This theme is then divided into 5-10 other related keywords that expand upon that theme. For most themes, it’s probably best to stick to 5-8 keywords/phrases total, including the primary theme. Don’t fall into the trap of thinking that adding more primary keywords is necessarily a good thing.

If your home page simply can't be set up this way, you will want to set up a site map page instead (with an organized set of links to your site's major content), and provide a simple text link to it from your home page.
Second Tier: Directories ("Roadmap Pages")

The second tier, or "roadmap" page, is intended to help guide your visitors, and the search engine spiders, to your content. Roadmap pages for theme-optimized websites usually exist in their own subdirectories, along with the content. Each directory/roadmap is focused on one of the 5-10 primary keywords you selected for the site’s theme. It's not essential to put these sections into their own directories, but it's usually easier to
manage your content that way.

The roadmap pages are, of course, optimized as pages on their own and do carry some content, but the important content lies in the third tier. The purpose of the second tier is to reinforce one specific keyword/phrase within the site’s overall theme, and lead visitors (including search engines) to the keyword-rich content on the third tier. Since much (if not all) of your content will be linked from the home page, some of your site’s visitors may not see these pages.

There will be one roadmap page for each of the 5-10 primary keywords, and they will be linked from (and link back to) the home page. Of course, every roadmap page carries links down to the third tier content within its directory. Unless two directories are closely related, you don't necessarily need to link them together.

Sticking to our example theme, a typical roadmap page in our “home improvement” site might be about “landscaping.” Notice how “landscaping” and “plumbing” might fit into an overall theme of “home improvement,” but the two are not necessarily related. By putting a virtual wall in between these two subjects at this tier, instead of linking them together, we help the next generation search engines understand the overall theme. A site that has two such directories, and “home improvement” woven throughout the site,shows a clear theme.

Third Tier: Content ("Destination Pages")

The third tier consists of keyword-rich content, or what have been traditionally referred to as doorway pages. Since the term "doorway pages" has also been used to describe pages designed solely for search engines, I prefer to call them "destination pages."
This is because your visitors have probably come to these pages in search of information, and have now reached their intended destination.

Each of these pages will reinforce the theme, by emphasizing the keyword/phrase from the second tier. This is where we make use of our secondary keyword list, and qualifiers, to build a set of pages that would rank well on traditional search engines under their own keywords/phrases. We do this by providing useful content for our visitorsthat fits these keywords.

For each second-tier roadmap page, we will typically have 5-10 destination pages in the third tier. Each of these pages will link back up to the roadmap on the second tier and the homepage on the first tier. They will not, however, link to each other, unless the contents of two pages are closely related. If there is deeper content on the fourth tier,these pages will link downward to related content that expands upon the keyword/phrase being established.

To follow our example further, our “home improvement” site with a roadmap page on “landscaping” would have destination pages on subjects like “landscape design,” “trees,” etc. There might be a further layer of deep content beneath this layer.

Not all third-tier pages must have a roadmap page above them – for example, I have experimented successfully with linking major destination pages directly from my home
page, on a site that had a fairly narrow theme. In this case, the home page is very much
like a roadmap page.

Tier Four: Deep Content

Creating a third tier may be all that is needed in many cases. With Inside Out Marketing,I made a roadmap page on “Search Engine Positioning” that leads to multiple "destination" pages (my articles) on keyword strategy, optimization, etc. To attract significant traffic in that highly competitive arena, though, I’ll really need to go further, into a fourth tier of content.

Instead of basic content, like a destination page with an article on keyword selection, I can further strengthen the site’s theme by adding additional, deep content, on things like keyword searches, etc. – basically, every section in Chapter 3 would make at least one good page of deep content.

The fourth-tier pages can of course be linked to from the higher levels. These pages, can be safely linked together within their own particular area – for example, my 10-15 pages of deep content on keyword selection can be cross-linked to each other. You may not need to develop this much content, but when you find that your search engine referrals are declining, it may be time to shore up the content which supports the
declining keyword/phrases.

Organizing Your Site Into Themes

Before we get into optimizing your pages, it’s helpful to map out your new site’s organization. I like to use a whiteboard for this, then commit the design to paper.Whatever tools you use, it’s important to have the overall design and structure in mind. That way, when you (or other members of your web design team) begin to develop pages, you know exactly how the whole thing fits together.

An “Off The Shelf” Theme Site

The diagram below was part of my plan for the complete redesign of Website Promotion Central as a theme-based site. As you can see, I’ve broken my theme down into four primary keywords, which represent the second tier. I’ve only shown you one example for the third and fourth tier. In practice, you’ll want to map out the third (and fourth, if you have one) tiers completely before you start building your site.

One of the most important areas of the site is the bookstore, where I could write reviews and offer books for sale. These pages won't necessarily be optimized for my theme keywords, but they will still bring in traffic from targeted searches. Someone who is searching for one of these books by name might also be interested in a review – this is another potentially rich source of traffic, outside of my site's basic theme.

In Tier 3, I’ve planned for 9 destination pages to cover my bases, and another 60 or so pages of deep content (Tier 4), with 4-7 pages of deep content underneath each destination page. As I mentioned previously, you may not need to go to a fourth tier, unless you’re working on extremely competitive keywords. Search engine positioning is, of course, the most competitive area of them all, so I’ll need some deeper content.

Redesigning Existing Sites

It may seem easier to start from scratch with a brand new domain name, but if you already have a site with significant traffic coming in, and existing links from other sites, it's probably not worth it. Instead, you can simply redesign your site. When you do this, the search engines may take a couple months to properly re-index your site, but it’s worth the wait. If you decide to redesign your site, there are a couple important things to keep in mind.

First, make sure that you aren’t creating broken links or moving/eliminating pages that past visitors may attempt to visit, unless you have a plan to deal with this. If you can modify the “404 error” page that your web server returns when it can’t find a page, stick your site map on that page so anyone who gets lost can find what they’re looking for. If you’re not sure, ask your hosting provider to help, or check out the great set of tutorialsat

Finally, keep your visitors in mind, and don’t eliminate useful content that doesn’t exactly fit the theme. Just make sure that you optimize the content you already have, and add more content where your site is weak.

Developing Themed Content

Before we move on to Chapter 5, let’s take a moment to consider an important factor in building a theme-based website: content. Reworking existing content is probably the easiest way to go, in terms of time. If your site already has some good content, your job comes down to linking the content together, and using the optimization techniques .

If you don’t have enough content for your “destination” pages, you can always create some. Writing from the top down (also known as the “outline method”) is the best way to develop new content. Create an outline, using theme keywords and phrases at the top level, and write the content around the page’s theme and critical keywords. Read the optimization guidelines (next chapter) before you start developing new content.

Acquiring content from others is the fastest way to build a theme site, but only if you have the author’s permission to do a little editing. Due to the narrow focus any particular page will have, and the need to control the headings, you will have a hard time finding content that fits perfectly without a few changes. Explain the process to the author, and get explicit permission – they may want to use the edited version themselves, once they understand the reason.

Search Engine Optimization Fast Start 92
4th Edition . by Dan Thies
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6 Reason Why You Should Use Blogspot or Wordpress

Posted by roinah on Saturday, December 10, 2011

Why Blogs? Why Wordpress?

There are many reasons:

1. Google loves blogs. Even more, they love Wordpress (a blogging platform). 

Matt  Cutts always talks about how great WP is for SEO. Here’s your irst resource:
Matt Cutt’s Blog. He’s Senior Engineer at Google. You get the info straight from the horse’s mouth here.

2. WP ranks awesome, especially for long tail (many words) keywords. 

Google looks at blogs as if they are offering speciied content. This is key because when we are targeting the long tail, Google will be looking for blogs. Better yet, long tail is a user putting in a more speciic search, therefore they are more likely to ind what they’re looking for when you’re targeting it, which creates more buyers.

3. WP is basically free. 

All you have to do is setup hosting and you can get that forlike $60/year. And on that account you can setup like 1000 blogs.

4. On WP, you can create pages until you are blue in the face. 

More pages = more PageRank (PR) – I’ll talk about this more.

5. Blogs are easy to setup. 

You don’t need programming knowledge. I don’t knowabout you but I have better things to do than learn how to program a site with HTML into existence.

6. They don’t necessarily scream: “I’m selling something.” 

You can actually provide good, free content to your visitors and then they can click to your offer. They
have the ability to convert extremely well by giving you a chance to pre‐sell your visitors.
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Researching Keywords

Posted by roinah

Obvious Keywords
The process of researching keywords is still a bit difficult. Although there are tools you can use to help the process, it’s still sometimes a bit more art than science. The best place to start is with those keywords and phrases that are obvious to you. Starting with a list of such words will make the rest of the process easier, so begin by listing the most obvious keywords that describe your site, your products, the type of information you
have to offer, etc.

Related Terms

The next important group of keywords is the set of related terms that are used to describe things similar to whatever your site is about. My own site, Inside Out Marketing, is about internet marketing, a subject that is closely related to web site development, search engine positioning, etc. In many cases these related terms will be in your main list, but if they’re not, start making a list.

These related terms will become more important to you later on, as you work to expand your site's theme and traffic. For example, a site with a strong theme of “website promotion” will often be linked to sites with the strong theme of “search engine positioning.” It would be logical, when expanding the site, to add content around these new terms.

You’ll also use these terms later as you work to strengthen your site’s “off the page”factors like link popularity and link relevance. Related sites that aren't direct competitors are great candidates for partnerships, such as content sharing and link swaps.

Keyword Tools:

Fortunately, you’re not alone in your need to research keywords. As a result, there are a number of quality tools on the market to help you with this effort. The first, and in many ways best, is the “Term Suggestion Tool" at Overture. Overture is a “pay-per-click” search engine, and their customers want to know which keywords and phrases are searched most often.
Overture is happy to oblige, since higher demand for popular keywords leads to greater revenue for the search engine. You can find this free tool at – although it has moved a couple times. If you are a Overture bidder already, you can always find it by logging in to your account.
To use the Overture tool, type in a primary keyword to see how many searches were conducted in the past month for that term. You’ll see how many searches were done for that particular keyword phrase, along with a list of related terms. Add as many of these related terms to your list as you feel is appropriate.

For every keyword in your list, try to get a count from Overture. This will help you set priorities later on. When you get ready to create a theme-based site, you may discover that the job is a little too big to take on all at once. It’s often easier to start with a single category or major keyword, and build a theme around that. Why not start with the keyword that gets the most targeted traffic?

Keyword Tools: Google Adwords

One of the most innovative new services is Google's Adwords program. This allows you to purchase a small text ad, targeted for specific keywords, and pay for it on a per-impression basis. I can't recommend it as a great way to advertise, but they do offer a very nice tool for doing keyword research.
Go to for Google's keyword suggestion tool.

Keyword Tools: Wordtracker

The next tool in the arsenal is not free, but it’s reasonably priced, particularly if you’re operating a for-profit website. The Wordtracker service ( will help you build a large list of keywords, and tracks the number of searches for each keyword. Wordtracker is due for an upgrade, which should be coming in early 2004 at the latest.

Keyword Tools: SEO Research Labs

My own SEO Research Labs ( provides keyword research reports for $99.95 each, with a turnaround time of about a week. We'll use a variety of tools, including Wordtracker, to prepare your report. This service was created to help readers get a jump start on their search engine strategy. If keyword research isn't your bag, why not give us a try?

Prioritizing & Targeting Keywords

Now that you’ve got a good list of keywords, phrases, qualifiers, etc. it’s time to set some priorities. If you’ve done your research well, you should have little trouble. High traffic comes from a lot of searches, so your top priority should be those keywords or phrases that show the greatest number of searches per month. Cover your bases by making sure that for all of your top-priority keywords and phrases, you also list out the
various qualifiers that can add to the list.
Before you instantly jump on the most popular keywords, take a moment to consider how closely each will target your desired audience. A search term that gets 10,000 searches a month might look great at first, but is it really a good fit? If only 10% of those using it are actually looking for what you offer, the effective value is really only 1,000 searches a month.

I recommend that you decide on 5-10 top priority keywords/phrases at most, which will become the primary keywords used in your site. Your overall theme could be summarized in one keyword/phrase, and the rest will be closely related keywords.

Additional keyword phrases in your site will be variations of these top keywords (using qualifiers, etc.). If you can’t encapsulate your theme within this number of keywords, pick the most important keywords/phrases to start with.

Assessing Your Keyword Strategy

If you don’t have any kind of website traffic analysis software or service on your site now, see Chapter 9 for a listing of the different software packages and online services. It’s absolutely vital that you track where your visitors are coming from, and what keywords they use to find you.
Once you’ve got your site positioned, give it three months before taking stock of your keyword strategy. Of course, your primary goal is to increase traffic, and within three months you should begin to see results. Almost as important as total traffic is the number of keywords or phrases that visitors have used to find your site.
The most successful sites will show referrals from hundreds of different keyword phrases. This is the result of your primary keywords combining with different qualifiers.As you add optimized content to your website, the number of searches where your site can appear will increase.

I wish you all the success you can imagine. I hope that your keyword strategy takes
you even further, to thousands of search phrases delivering traffic to your site.
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Non Branded Keyword Strategy

Posted by roinah on Friday, December 9, 2011

Most of the advice to optimise your campaigns is to concentrate on the last click methods and are easy to use in your campaign management. Using best practices, to focus on created the most relevant campaign for users. What does this actually mean?Google search engine results display results that are best suited to the browsers search request, and to give the best service to the browser, the most relevant information needs to be displayed, and therefore the most relevant ads.Google gives you a cost incentive to do this, how does this affect the non-branded keyword strategy?

How does current Adwords strategies compare with your business objectives?

If you are at the beginning of your marketing strategy, gaining the most amount of clicks for the smallest amount of spend, is one of the easiest strategy to start with. This follows the best practices of Google but does not necessarily follows your business objectives, keywords that have a low CTR can create large amounts of sales, ads that have a low CTR create the most amounts of sales. All of these need to be optimised for profit and not just conversions. In the following document I will be giving you a strategy for optimising your online campaigns, and introduce to you some of the features of UCQuence.

How to optimise a campaign with 200 000 keywords in 20 mins ?

The biggest challenge a marketer faces is where to optimise their time in their daily routine, especially if they are trying to manage 200 000 to a million keywords. Create the report 10 mins , management of keywords 5 mins, management of variations of ads (5 mins). This is where UCQuence comes into its own, you are given just the keywords that are creating conversions. So you are able to focus on the keywords that are creating conversions and therefore profit. I have to reiterate that PROFIT/sales is the best metric to look at, weather you are an online shop, lead site or just visitor based site, you have to optimise for profit . Every conversion can be related to a sale, this is why most people create an online presence, to create money somehow. So now you know that UCQuence can save you time to manage your campaign.
What keywords do you need to optimise to increase Sales?
The information below displays the keywords that have a positive return on investment(ROI). In this instance a client may have a profit per product or on average per sale. Also you can start to see that on 300 000 keyword you only need to optimise 27 keywords. (This client has already been working with their campaign after 6 months.) Ucquence enables you to be truly efficient.

What keywords to optimise to increase the return on investment ROI?

With the rule of optimising with keywords > 30 clicks then you can quickly see that there are not a lot of keywords to optimise (72 out of 200 000). This is for a small customer managing their campaign.

how you optimise is down to you what will have the biggest effect?

Keywords with the most amount of clicks and with a negative roi.
Pause keywords with negative roi(Return on investment also known as ROAS Ad spend )or optimise
these keywords by creating adgroups more specific.

Strategy to reduce your CPA by 20 – 25% by increasing the non branded keywords?

Most marketers structure their campaigns so that they are optimised for search engines and not for their business requirements. How you structure your campaign is dependent on your business goals. We normally find that if you are able to group the adwords so that only one adgroup pulls the keyword, Google does choose the most relevant for the ad but this is generally for them and not your goals.

Please see the blog on how to structure your campaign to see what we recommend.
When running your campaign we try and look at 3 different types of keywords, keywords that create
1. initiate the search
2. Create interest
3. The click before the conversion
Ucquence will enable you to see the profit on keywords that are used at the beginning of a conversion. By the way Ucquence gives you the averages on each one of the types of keywords, or when the keyword is used in a conversion.
The idea is that same as the “law of large numbers” you focus on keywords with a low cpc that have relevance then there is less chance of someone using the most expensive keywords. There is a little bit more than that we need to look at relevance of the keyword ( perfs bounce rate etc). As time continues you can see the increase in each of the type of keyword that has a direct effect on the cpa on the whole campaign. In general we have seen a 20 – 25 % of reduction of your campaign, as the majority of marketers cannot see the results.

I am really happy to have created the tool for marketers to reduce their online campaign and i know this year will be very interesting to see the models of distribution of ROI, and ucquence is the first software to give you these results. Please feel free to contact me for a free trial of UCQuence by emailing me glen.mortimer(at) or skype me on glenseo.
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