Wednesday, June 20, 2007

Search Engine Marketing: Strategy

I have been to your site. Most of the on site optimization is
already done. The titles to each page and the html page names
repeat the keyword are fine. Although there are not any meta
descriptions, Google has already indexed the content of each page
correctly ( query Google You could add
some alt tags to the graphics, but this tweaking would not have
a big impact.

The real issue for this site is more content and strategies to
make the site more important. Google once again has raised the
bar. They have always stated that for a site to be important
(and get traffic from Google) it must have good unique content
and have other important sites refer to it (link). Googles' most
recent change seems to do this by minimizing the importance of
exchanging links. These you scratch my back, I scratch yours
are not as important as they used to be. Now you must be
more creative than your competiting sites and develop a strategy
to encourage people to refer to your site (link).

My current feeling about search is that you need RSS or blogs
to do well. We can get you listed with all the RSS directories
(80) and many Blog directories we have ( 200+). These directories
and aggregators will generate some traffic and many one way

Your current content of 80 different fruits and vegetables
are targeting single keywords with very high traffic. The
competition for those top 10 spots is already filled by
Wikipedia and other highly ranked sites. Wiki already
has much more information and PageRank. So either you must
develop content for Apple Recipes, Apple Growing...etc
or come up with new strategies to attrack links, like
RSS or Blogs that are of value to users.

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Monday, May 14, 2007

Keyword bidding

Our strategy has been to maintain the number one position for
our keyword phrase. We do not want to be considered #2.
What is the advantage to being in any other position?

If your objective is to maximize traffic then you are
right, the top position is the only place to be. The
number one position generates the highest percentage
clicks. Each subsequent position (2,3 and so on)
generates a lower and lower number of clicks.

However, if you are trying to generate sales or a conversion
of any kind, you want to maximize sales not traffic. This
is, of course, tracked by Googles' conversion code. This code,
obtained from your account, is placed on the thank you page
that is only displayed after your sale (or conversion).

Once in place the conversion code counts only those views
that have completed that transaction at your site or
conversion. Now Google can divide your total cost of
advertising by the number or conversions and give
you a cost per conversion. Now you know what ads are
actually generating sales and whether it is profitable or not.
This calculation of cost per conversion paints a different
picture than cost per click.

Cost per conversion
shows you not only what text ads are
generating your sales but gives your strategy for the
position you should bid for. If you know how much you
are able to pay per sale for advertising, then you know
whether you can afford the number one position or not.

The problem with the number one position for a given
keyword is that although it generates the most traffic,
it often can generate a higher percentage of less serious
viewers as well. This means your percentage of
sales per clicks should go down as your traffic goes up
for the higher positions and higher cost per click of your

This whole process is of course taking place in an dynamic
environment of competitive bidding, but the overall relationships
of conversions, cost per click and position stay the same.
Simply staying with the number one position without tracking
conversions is missing the real value of ppc management.
Further, by tracking conversions you are able to venture into
keywords that are more generic. If you track conversions you
are constantly aware of the true value of all of your traffic.
Let conversions determine your strategy, not ego.

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