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July 29th, 2010
Worst SEO Blunders
Worst SEO Blunders
According to Search Engine Land Many consider search engine optimization as a sort of black box. But once the essential features of a search engine optimal website are laid out in a concise list, SEO is not nearly as mystifying.
The Big secret is, "There is No Secret"
Every web site owner wants more traffic and higher rankings in the search engines. In the midst of an SEO campaign, however, it’s easy to lose sight of the forest for the trees. So before you change a single title, you might want to shift your focus to answer some important questions.
So what do I mean by losing sight of the forest for the trees anyway? You’ve probably heard that expression since you were a teenager at least. You may even know that it means focusing on the details to the point that you lose sight of the big picture – and with the amount of detail work that goes into a proper SEO project, that’s easy to do.
The mission of search engines is to supply their visitors with relevant results, so penalizing or banning sites that appear to interfere with that mission is a necessity. Understanding which blunders adversely impact your search engine rankings is a prerequisite to a well-optimized site.
1. Do you use pull-down boxes for navigation? Search engine spiders can’t fill out forms, even short ones with just one pull-down. Thus, they can’t get to the pages that follow. If you’re using pull-downs, make sure there is an alternate means of navigating to those pages that the spiders can use. Note this is not the same as a mouseover menu, where sub-choices show up upon hovering over the main navigation bar; that’s fine if done using CSS (rather than Javascript.)
2. Does your primary navigation require Flash, Java or Javascript? If you rely on search engine spiders executing Flash, Java or Javascript code in order to access links to deeper pages within your site, you’re taking a big risk. The search engines have a limited ability to deal with Flash, Java and Javascript. So the links may not be accessible to the spiders, or the link text may not get associated with the link. Semantically marked up HTML is always the most search engine friendly way to go.
3. Is your site done entirely in Flash or overly graphical with very little textual content? Text is always better than graphics or Flash animations for search engine rankings. Page titles and section headings should be text, not graphics. The main textual content of the page should ideally not be embedded within Flash. If it is, then have an alternative text version within div tags and use SWFObject to determine whether that text is displayed based on whether the visitor has the Flash plugin installed.
4. Is your home page a “splash page” or otherwise content-less? With most webites, as mentioned above, the home page is weighted by the search engines as the most important page on the site (i.e., given the highest PageRank score.) Thus, having no keyword-rich content on your home page is a missed opportunity.
5. Does your site employ frames? Search engines have problems crawling sites that use frames (i.e., where part of the page moves when you scroll but other parts stay stationary.) Google advises not using frames: “Frames tend to cause problems with search engines, bookmarks, emailing links and so on, because frames don’t fit the conceptual model of the Web (every page corresponds to a single URL.) “Furthermore, if a frame does get indexed, searchers clicking through to it from search results will often find an “orphaned page”: a frame without the content it framed, or content without the associated navigation links in the frame it was intended to display with. Often, they will simply find an error page.What about “iFrames”, you ask? iFrames are better than frames for a variety of reasons, but the content within an iframe on a page still won’t be indexed as part of that page’s content.
6. Do the URLs of your pages Include “cgi-bin” or numerous ampersands? As discussed, search engines are leery of dynamically generated pages. That’s because they can lead the search spider into an infinite loop called a “spider trap.” Certain characters (question marks, ampersands, equal signs) and “cgi-bin” in the URL are sure-fire tip-offs to the search engines that the page is dynamic and thus to proceed with caution. If the URLs have long, overly complex “query strings” (the part of the URL after the question mark), with a number of ampersands and equals signs (which signify that there are multiple variables in the query string), then your page is less likely to get included in the search engine’s index.
7. Do the URLs of your pages include session IDs or user IDs? If your answer to this question is yes, then consider this: search engine spiders like Googlebot don’t support cookies, and thus the spider will be assigned a new session ID or user ID on each page on your site that it visits. This is the proverbial “spider trap” waiting to happen. Search engine spiders may just skip over these pages. If such pages do get indexed, there will be multiple copies of the same pages each taking a share of the PageRank score, resulting in PageRank dilution and lowered rankings.If you’re not quite clear on why your PageRank scores will be diluted, think of it this way: Googlebot will find minimal links pointing to the exact version of a page with a particular session ID in its URL.
8. Do you unnecessarily spread your site across multiple domains? This is typically done for load balancing purposes. For example, the links on the JCPenney.com home page point off to www2.jcpenney.com, or www3.jcpenney.com, or www4.jcpenney.com and so on, depending on which server is the least busy. This dilutes PageRank in a way similar to how session IDs in the URL dilute PageRank.
9. Are your title tags the same on all pages? Far too many websites use a single title tag for the entire site. If your site falls into that group, you’re missing out on a lot of search engine traffic. Each page of your site should “sing” for one or several unique keyword themes. That “singing” is stifled when the page’s title tag doesn’t incorporate the particular keyword being targeted.
10. Do you have pop-ups on your site? Most search engines don’t index Javascript-based pop-ups, so the content within the pop-up will not get indexed. If that’s not good enough reason to stop using pop-ups, you should know that people hate them – with a passion. Also consider that untold millions of users have pop-up blockers installed. (The Google Toolbar and Yahoo Companion toolbar are pop-up blockers, too, in case you didn’t know.)
I expect many of you will look at these questions and think that they should be asked well before a site goes live, very early in the design process. That’s probably true. But it’s also true that web sites evolve over time, rather like people. They change, grow, and adapt to conditions in the marketplace. By the time a web site has been up for a couple of years (or even less), it might be a very different creature from what the site owner originally had in mind.
This kind of change is not a bad thing, per se. We all get a certain amount of satisfaction out of growing and tweaking our sites, and then watching what happens. If we’re not looking clearly at what the site is turning into, however, we can’t see what it needs.
Search engine optimization could be a tiring task but with time it sure helps you get better traffic.
Today Google Real-Time Search Changes Everything. Not being where your customer is looking could be costing you their business! Search engines are tightening up the loopholes to manipulate positioning.
So called “doorway” pages, tricks with meta tag/keyword files, etc. no longer are effective. Keyword positioning, along with indexing, is the way to be seen on today’s Internet.
•The vast majority of clicks occur within the top 5 positions on a search page.
• As a rule, the more competitive the business category, the harder it is to attain decent placement. Conversely, the more competitive the business category, the more important placement is to success of the business.
Entrepreneurs and small businesses constantly find themselves looking around asking themselves why they can’t quite seem to find a good fit for what they need from service providers.
People do business with who they like, who they trust and who truly care about their business. In fact, a recent study by US News & World Report revealed that when clients leave their current provider it’s not because of a pricing or product problem, but a “people” problem. People that no longer value their business, or seem indifferent to it. A whopping 68% of them.
• A fractional 14% defected because of a pricing issue followed by 9% who were successfully wooed by a competitor.
• With Google Real-Time Search the playing field has been leveled.
• No longer can you or your competition sit back and think they own their TOP organic Google positions!
To Improve Web Site Search Engine Rankings, it’s SEO Specialist Online for all your search engine optimization needs Why not let us do a Free Website Evaluation for Your Business TODAY!
Guaranteed SEO Services and solutions to improve the ranking of your website
When a prospective client approaches us for our SEO services it is quite obvious that they want to improve their website ranking so that they can outdo the competition. While we specialize in all kinds, there are a few guaranteed SEO services that will definitely give you the kind of results that you are hoping for.
Keywords and site content
Competitive keywords and interesting content are a must for any site to succeed. In fact both keywords and site content go hand in hand. Our team of professionals will analyze your market and come up with a list of keywords that are competitive. They will then utilize them in the appropriate density to create content that is unique. Once this unique content is uploaded onto your website, you will find that its ranking has improved automatically as search engines favor new content.
Social networking, article marketing and URL submissions
Social networking sites are one of the best ways to optimize your site. In addition to this we also recommend article marketing and URL Submission. To begin with our team will make sure that your website is listed with all the major search engines. Once this is done, we start submitting articles with new content to article directories. These articles will contain back links that lead to your site. In addition to this we will also submit your articles to social networking sites as they can play a significant role in traffic increase as well.
Building a phenomenal web site is only half of the picture. You have to use your marketing abilities to bring traffic to that web site and this is where search engine optimization services come into play.
SEO Services Incorporate:
* Detailed Keyword research
* Creation of relevant Meta tags & other html tags
* SEO content copy writing with optimizing of site text and creating additional text as needed
* Creation of Sub Domain
* Site navigation & control flow optimization
* Developing theme based site architecture
* Link Building services
* Dynamic Search Engine optimization
* Detailed Competition Analysis and report
* Search engine submissions directories.
* Ongoing optimization
What are Search Engine Optimization Services?
Search engine promotion services are designed to promote improved rankings for web sites. Basically, the term refers to a wide-range of activities which are combined for the sole purpose of securing top spots at major search engines, such as Google, Yahoo and Bing and boosting the size of your web site's traffic.
These services typically include researching keywords extensively so that the best are chosen for your site. The development of SEO content, including tags, and link building are also important aspects of search engine promotion services.
Why Use Search Engine Optimization Services?
Using Search engine optimization services is important for one because of all the new technologies being incorporated by leading search engines. For example, Google is now using a process called Latent Semantic Indexing (LSI) to help calculate the page rankings. This technique involves the use of language and the relationships between words. The purpose is to weed out sites that are merely fluff content wrapped around keywords. SEO Specialist Online has now begun incorporating this same technology into their search engine promotion services to ensure continued high rankings for our clients.
LSI is only one example. The search engines are constantly changing their ranking methods in order to create the best possible experience for users so using professional search engine promotion services is the only one way to keep up with those changes without losing your ranking.
Choosing Search Engine Optimization Services
If you decide to use search engine promotion services, be sure to find out what is included in these services. SEO Specialist Online can help you through every step of the process: researching keywords, writing the content, even updating the optimization periodically. This is the type of service you want so that you can sit back and put your web site's future on the search engines in the hands of trusted, experienced professionals who will generate the results you want.
SEO Ranting
I do want top rankings
I do NOT want top rankings.
Which one of those statements is true for you?
I am willing to invest time or money to get top rankings.
I am NOT willing to invest time or money to get top rankings.
Which one of those statements is true for you?
Not many things in life are black and white...but getting top rankings for your website is.
You either have them or you don't AND you are either willing to do something to get them, or you're not.
I think a lot of people fool themselves into thinking they will do what it takes and then when the times comes to invest the time or put up money, they don't follow through.
I don't mean to be too blunt, and I definitely don't mean to be offensive but I do want to be honest and hopefully get you thinking.
It's worth repeating.
You either have top rankings or you don't.
You are either willing to do something to get top rankings, or you aren't.
What is true for you and what does that truth mean to you, your business and your goals?
It has been said that inaction is action, in and of itself. So, the question is - you are already taking action in some form, so are you taking the right action?
SEO may not be for you. You may not want a lot of new traffic and leads and sales. If that's the case, that's OK.
But if you want or need traffic, leads and sales - then you need top rankings.
Not sure where that come from, but I guess that was my little rant for the day! Stay tuned for more SEO tips.
Jim Gras
Senior SEO Strategist
SEO-Specialist-Online.com
Skype: jamiboy
800-897-6458
SEO SPECIALIST ONLINE FORUM LAUNCHES
Jim Gras from SEO-Specialist-Online.com announced the opening of the SEO SPECIALIST ONLINE FORUM today to the public.
A place for an open and frank discussion on "Cracking The Google Code, One Website At A Time", say's Gras, Senior SEO Strategist for SEO-Specialist-Online.com
SEO Specialists Online provides a high-level of and focused menu of Internet Marketing and related services to enable businesses, individuals, and entrepreneurs to promote their business successfully online.
Additionally, it provides the platform for building associate relationships that will serve to expand the business beyond that of the time and abilities of its principles.
Using our expertise and experience, clients will benefit from the services by getting more visibility to their websites, learn the tools and techniques to get that visibility and provide support services to the customers of customers.
Together with Lou Veltri who brings over 35 years as an experienced Information Technology (IT) entrepreneur and business consultant and Michael Augustine specialization in Information technology with over 15 years experience in both the public and private business sectors, SEO Specialists Online can help develop your business plan and help you build your blueprint for driving your Brand's presence on the Internet.
Steven Turner a SEO Specialist with MBA Post Graduate in Marketing w/Entrepreneurial Studies, Doctoral Candidate (PhD)-AMDS (Applied Management Decision Science) Access Sequential processing Methods which are used in the query process with in SEO-strategies. and John Lombaerde a 20 year veteran of the manufacturing and CAD/CAM industries, a technical writer and a SEO Keyword Analyst round out the team.
With several years of existence, long for most internet-based companies, SEO Specialists Online following, contacts and prospects are plentiful in our maturing pipeline. And, of course, there ability to mentor, train and lead is much more advanced than most of there competitors at any level. And last, but not least, each of their reputations are highly regarded both in Veretekk and on the internet, in general.
Register Today for the SEO SPECIALIST ONLINE FORUM so you too can Learn to "Crack The Google Code One Website at a Time"
Get Higher Rankings in the Search Engines
Get Higher Rankings in Search Engines and More Traffic to Your Website!
Your website is not on 1st pages of search engines? We will change that for good. Our SEO plans are designed to boost your rankings, fast.
Our SEO packages include: on-site SEO, link building, custom blogging, article writing/submission, Social bookmarking & more:
Link Building: 1-way High PR Links (Monthly):
Your website will SKYROCKET to top positions when new links start appearing all over the internet on relevant authority websites with High Page Rank.
Custom Blog, Article Writing & Submission:
...The most advanced methods of boosting traffic and linking power to your website. We build custom SEO-optimized blog for you and post on a regular basis as well as produce optimized articles and submit them to top article directories, linked back to your site.
Google Maps (local listings) optimization:
Appear at the top of Google with map and phone number - dominate Google Maps and Google "local searches" as well as Google 411 results. A must-have for any business!
Full On-Site SEO optimization:
Optimization of your website up to latest stadards of 2010. Title, alt tags, H-tags, XML sitemap, navigation structure, robots.txt files, Google Webmaster Tools and Analytics setup, initial SEO analysis report.
Dear Business Owner, Would You Like to:
* Optimize your site for the best keywords your customers use?
* Boost your sales - and increase call volume?
* Dominate your market online and push competitors down?
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If your answer is "Yes" (it should be), we should talk today.
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Recession seems to be over, economy picks up and demand for our services increases every month. In some markets we stopped accepting orders to protect our current customers interests (we do not take more than 1 customers in the same niche).
We use only ethical methods of promotion for ourselves as well as our clients. Our website can be found on 1st page of Google for many ultra-competitive keyphrases. Your website will get there too!
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Eagles & Bears | Veretekk Platinum Control | Blessed are the Peacemakers
Eagles and Bears - Blessed are the Peacemakers
The war had been going on for centuries. The war between the Eagles and the Bears. Nobody in the forest knew what started the war. But everyone know how often Bears were injured terribly or killed by dive bombing Eagles or just as often Eagles were killed in large numbers by sudden attacks by Bears or as they dove and the Bears swatted them from the sky. Far too often the ones hurt the most were the children or babies or mommies of the baby Eagles and Bears who wanting nothing more than peace to raise their children.
Nevertheless, rumor had been in the air for a long time of a war to end all wars. A final battle was coming that would pit every Bear in the woods against every Eagle and a final victor will emerge. But nobody knew when that day would come. But that day did come, before anyone was prepared for it. It came about when Bartholomew Bear was playing in the woods by himself. He wasn’t supposed to do that but sometimes children forget the warnings of their parents because they want so much to explore and learn. He was chasing a butterfly laughing and leaping at it from a log to a stump to a rock and then to the ground.
Suddenly he felt a shooting pain in his foot. He cried out before he even know what happened but he heard the SNAP of that man trap closed on his foot and he knew he was in big trouble. He must have cried for hours wishing his Mommy or Daddy would come. Little did he know they were preparing for the final battle, the war to end all wars with the Eagles.
The butterfly lit on his bear shoulder. “Can’t you get your foot out Bartholomew?” The butterfly said. “I want to play some more.”
“NO,” the little Bear cried big tears in his eyes. “This trap has my leg in these pointy claws and it really hurts.”
“There is another one right next to it.” Mr. Butterfly observed. “Make sure you don’t get your other foot in it. I will fly for help.”
“Yes please hurry.” The sad little Bear begged his friend. It was not long later that Bartholomew saw his help coming. Dozens and dozens of bears appeared on the ridge.
“Wow they sent everyone” he remarked to himself as more and more Bears lined up on that ridge and just stood there staring over at the other ridge on the opposite side of the valley Bartholomew was in.
On the other side, the armies of the Eagles were gathering. Filling the trees of the thick forest there, they dug their talons in and stared hatefully at the army of Bears just across the way not knowing the poor helpless Bear cub was trapped between them.
“DADDY HELP ME!” Bartholomew’s voice suddenly rang out. Both armies looked into the valley and recognized the plight of the child Bear. He was crying loudly as he looked up spotting his Mommy and Daddy in the Bear army on the ridge. Oh, the hearts of that Mommy and Daddy were torn seeing their child in that spot. When the battle begins in just moments, the two armies will rush into that valley and the killing will be most awful.
The Chieftain of the Eagles watched the little Bear. His heart was touched but not enough to call off the attack. “Daddy we have to stop it.” His son Edgar Eagle said to him perched on the same branch with him.
“No son.” The king of the Eagles declared. “We can only hope somehow the Bear child survives the battle.” The Chiefton of the Eagles watched the situation, unwilling to call the attack but unwilling to call it off. He did not see the tiny Mr. Butterfly light on the beak of Edgar Eagle.
The entire armies of Bears were in anguish watching Bartholomew struggle. But despite the begging of Bartholomew’s Mommy and Daddy, the King of the Bears would not call off the attack. The clamor for war began to rise and Bartholomew was terribly afraid. Suddenly, before the call to attack, a lone eagle soared out from the wooded side of the valley ridge. All eyes were glued to that lone figure as it did several near spins and spiraled down in long elegant arches toward the stranded Bartholomew. All of a sudden, the king of the Eagles knew who it was.
“EDGAR VeretekkPlatinumControl” The cry went out and both army’s tensed knowing the son of the King of the eagles had gone into the valley first. He landed at the side of the frightened Bear and looked at his injured leg. “Don’t worry.” Edgar VeretekkPlatinumControl said to Bartholomew. “I come to help” but as he moved around assessing the problem. SNAP the other trap closed on Edgar’s foot. While Edgar VeretekkPlatinumControl was a soldier, the pain of the trap caused him to cry out in misery.
Without a call to war, suddenly two figures burst from either side of the valley. The King of the Eagles shot form the ranks to the aid of his son and the king of the Bears rushed to help the fallen Bartholomew. Seeing their kings’ rush to save the children, both sides suddenly dropped their armor and weapons and rushed into the valley. The thunderous stampede was not a charge to battle and death but to save the precious youth plus the internet marketing newbie and for mercy.
Within moments, the two armies were working like a single-minded people to free the children. The Bears had the strength to pull open the traps and the Eagles the keen eyesight and ability to figure out the mechanisms so they opened them safely. Slowly and carefully, the traps were pulled from the legs of Bartholomew and Edger and they were free. Bartholomew rushed to the arms of the king of the Bears weeping with gratitude and Edger VeretekkPlatinumControl to the king of the Eagles CEO Tom Prendergast embracing him for stopping the attack to save their lives. Then, just as though it was the natural thing to do, Bartholomew ran to the king of the Eagles and embraced him and Edgar wept in the arms of the King of the Bears.
A thunderous shout of celebration went up from both armies. The war was over forever. Never again would the Bears and the Eagles live in warfare but instead they would be brothers and friends for eternity. And all because the son of the King was willing to fly into the valley and was willing to give his life to save his enemy and give him life instead of death.
Veretekk Platinum Control can make you soar like Eagles and fight like Bears. The Internet has come of age. New technology has been developed and new opportunities have been created with this technology that you probably haven't heard off yet.
To be successful on the Internet today you need Greater Skills. Learn Search Engine Optimization Skills from Veretekk.
7 Deadly SEO Link-building Mistakes
We hope this information will help you develop your web-site to a more effective and profitable. Stop by for a Free Web Site Evaluation of your Business
SEO link-building has become one of the main high leverage activities in any online business. The simple fact is that back-links will give you a high page rank and a high page rank will rank you higher in the S.E.R.P's. Obviously this means more traffic and more money, as reported by VodaHost General & Forum Administrator
Back-links make up 90% of your Google rank and because of this, link-building has taken on a life of its own. Most people seem to misunderstand it completely. For starters you should know that not all back links are good links. They can actually hurt you more than help you.
SEO Link-building is all about building links that are natural. Google did not design their ranking system to be manipulated. It was designed to reward good sites that get linked to it naturally. That's why getting the right links can be incredibly difficult if you try and do it manually.
Unfortunately, you have to build in links these days otherwise you will not be competitive. If you sit around and wait for sites to link to you, you might wait forever. The good thing is that this also give the "small guy" a fair shake to get good rankings in Google, Yahoo and M.S.N.
Most guys build Back-links kamikaze style; that is they go in there and just get as many links they can from wherever they can and at whatever cost. This is a recipe for disaster. Once your site gets marked by Google, you might as well start over again.
Rogue link-building techniques can render months of hard work useless, so be very careful when building Back-links. Here are the 7 deadly S.E.O link-building mistakes. Avoid them at all costs.
Mistake #1: Mass Link Packages
Obviously, some sleazy and unscrupulous people are out there selling link packages that are not even worth a mention. Most of the time they blast ads out to classified directories or other spam filled networks. These links are the equivalent of buying spam email lists. Don't do it. Your links might end up on banned sites that can really hurt your Google image.
Mistake #2: Link Exchanges
Back in the day, exchanging links was the main S.E.O link-building strategy. You link to me, I link to you and we both win. Right? Wrong! Google caught on to this when hundreds of link farms opened up. Google can easily trace reciprocal links and they simply don't count for much anymore. Getting links from big link exchange networks can actually hurt your business.
Mistake #3: Linking From Non-Indexed Sites
Most people who spend hours building those free Back-links make the mistake of building links on non-indexed sites. For your back links to count, the page on which you have your link has to be indexed. Having links on non-indexed pages means nothing. It's a waste of time.
Mistake #4: Not Using Anchor Text
At first this probably won't sound too scary, but if you build 2,000 links without relevant anchor text your site can easily pass for a spam site that just gets random links. By using anchor text that is related to your site, it gives your links link-juice; meaning it makes your links relevant and increases the perceived value of each link.
Mistake #5: Not Being Relevant
Google is getting smarter by the day. After all it is their business to provide the most relevant information for each and every search that is conducted. If they don't, people will stop using Google. That's why they protect it so vigorously. When you get Back-links from relevant and related sites that would naturally link to you, then the link will count for a lot. Unrelated and random links from any old site really does not make Google see your site as being important.
Mistake #6: Inorganic links
As I mentioned earlier, Google designed the page rank system to work organically. They are looking for links to come to your site naturally. For the most part that means, slowly and consistently over time from a variety of related sites. If you go and get 1000 links overnight from the same site then Google's alarms will go off and you might land yourself in some Back-linking trouble with the big G. Slow and steady wins the race - especially if you have a new site.
Mistake #7: Buying Links
High PR Back-links are worth gold. Quite literally. I've seen a single PR7 link sell for as much as $250 per month. There are a lot of link networks out there that make it their business to sell links on high PR sites. These links have become quite expensive, but the lure of instant results have people buying links like it's going out of fashion.
Google is catching on and there has been widespread reports of Google slapping page rank. If links are publicly traded then Google can probably trace them and penalize you.
SEO link-building is all about being as natural and as organic as possible. Always go after links that are 1-way, relevant and on sites with a high page rank. If you can get links on pages with a high page rank, even better. Don't fall for the quick-fix promise of so many link building services. In the long run, slow and steady links that look natural will keep sending more and more traffic your way.
I hope this information will help you develop your web-site to a more effective and profitable.
Stop by for a Free Web Site Evaluation of your Business
Your site needs an extreme marketing Makeover.
Does Your site needs an Extreme Marketing Makeover?
Now you can get exposure to 100’s of thousands of new customers or prospects every month starting at less than you can imagine.
Check it out now, get your free Website Evaluation
In order to help your site be a success we utilize the hottest promotional methods on the internet today.
Don’t pass up this opportunity to solve all of your website promotion needs.
http://seo-specialist-online.com/WebsiteEvaluation.html
Let go of activities that take time away from your priorities.
Your site needs an extreme marketing Makeover.
Does Your site needs an Extreme Marketing Makeover?
Now you can get exposure to 100’s of thousands of new customers or prospects every month starting at less than you can imagine.
Check it out now, get your free Website Evaluation
In order to help your site be a success we utilize the hottest promotional methods on the internet today.
Don’t pass up this opportunity to solve all of your website promotion needs.
http://seo-specialist-online.com/WebsiteEvaluation.html
Let go of activities that take time away from your priorities.
Best Regards,
Jim Gras
SEO Specialist Online
Skype: jamiboy
800-897-6458 US
0207 6694-183 UK
Mike Augustine
SEO Associate
Skype: luckylifestyledesigner
800-507-1945
Steven Turner
SEO Associate
Skype: saturner1251
888-301-9094
Lou Veltri
SEO Associate
Skype: netbusopps
888-783-6196
Search engine optimization could be a tiring task but with time it sure helps you get better traffic. Take the Free SEO Preparedness Quiz Visit SEO-Specialist-Online.com
Paid Search Is About Process, Not Planning
Many times were asked to present a plan for the next 30 60 90 days of a paid search program. This makes a great deal of sense when we bring a new client on board and have to fix or re-build their program. It takes time to build out a program comprehensively and laying out the priorities helps manage expectations. After that point that request for a vision or plan reveals a fundamental misunderstanding about the nature of paid search marketing as reported by George Michie .
Paid search is an amazingly powerful channel for capturing existing demand. It is not a demand generating channel. Like the yellow pages people only see the ads when theyre in the market for the advertisers products or services. Yellow page ads dont make people interested in taking yoga; they convince people who are interested in yoga to try the advertisers studio. Paid search plays the same role, but its easy for marketers steeped in traditional channels to miss the implications of this fact.
For demand generating channels planning is of paramount importance. Television ads seek to 1) create awareness of a brand; 2) infuse that brand awareness with positive connotations; and 3) catapult that positive awareness into action. Marketers must plan the proper messaging and imagery for each phase, and plan the timing and budgets. Even direct marketers like catalogers must plan contact strategies, page counts and formats, circulation counts and frequency of touches. Planning is required because the marketer must generate interest and action, and the time lag between marketing investment and eventual payoff is both long and not guaranteed.
Paid search is different in every respect. Budgets dont make sense for advertisers with shopping carts on their sites because the sales happen before they pay for the ads. We dont have to plan what products to push or when; the ads will be served to the right audience at the right time and in the right volume to respond to consumer demand.
This is not to suggest that paid search requires no work. Paid search demands well honed processes for dealing with product turnover, landing page changes, promotional offers, seasonal shifts and more. Skilled analysts study data six-ways-to-Sunday to find nuggets of gold in search logs, in click-to-order intervals, and in new classification schemes that feed statistically meaningful differentiators to our algorithms. Reacting to shifts in consumer behavior and anticipating them whenever possible takes knowledge, skill and mountains of well-organized data.
However, it doesnt really require a plan. Indeed, predicting what projects will be most valuable 30 days from now, or 60 is both impossible and unwise. The priorities change depending on all kinds of factors outside of the analysts control. Locking an analyst into an arbitrary schedule prevents them from adjusting to the priorities of the moment and thereby squancders opportunities.
Asking an analyst for a long range plan for a paid search campaign is like asking your stock broker what stocks you should buy and which you should sell 6 months from now. They can make those recommendations if you really want them, but usually youd be wise not follow them.
Absence of a plan is unsettling, particularly when youre working with an agency. You cant see them hard at work at their desks every day, so its natural to wonder whether theyre asleep at the switch. This fear is compounded by the reality of PPC agencies that all too often are asleep at the switch.
Trust comes from results, and in PPC results come from smart people with great tools and great processes. Anticipating and reacting to changes in the landscape requires hard work, knowledge, skills and the flexibility to follow ones nose.
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