Although Google has traditionally been tight-lipped on the specifics of their ad review processes for AdWords, they’ve recently become a little more open about their efforts to keep the bad ads from slipping through the cracks. David W. Baker (the director of marketing for Google’s advertising team) recently published a couple of blog posts about the move towards transparency regarding his team’s work. Read more…
Slow and Steady Wins the Link Profile Race
Instant gratification isn’t necessarily the best long-term strategy, especially when it comes to garnering inbound links for your website. In his article on Search Engine Watch, Mark Jackson explains why the best approach to building a link profile is to “slow down and be prudent.” Read more…
Creating Effective SEO Content with Personas
Writing search-optimized content that will engage your audience can be downright daunting because you’re not writing for an audience of one, but of many. Since each individual in your audience has his or her own reason for visiting your site, approaching your content with a “one-size-fits-all” attitude may send some of your visitors clicking away. In his article on Search Engine Land, Stoney G deGeyter describes how you can use personas to get into the mindset of your visitors, and hopefully use this knowledge to convert them. Read more…
The Importance of the Google AdWords Quality Score
If you’re new to PPC and Google AdWords, the sheer amount of information available can be daunting. Campaigns can be influenced by a dizzying number of factors, all of which must be successfully tweaked by a marketer who is looking for the best ROI possible. However, according to this post on the WordWatch blog, the one metric that stands above the rest as far as PPC specialists are concerned is the Quality Score in Google AdWords. Read more…
Thirteen Website Social Optimization Mistakes
Social media optimization (SMO) is a concept that often gets neglected in the midst of other marketing priorities. But any blog or website that’s being used for marketing needs to be optimized for social interaction, discussion, and sharing. In her article on Search Engine Watch, Angie Schottmuller lists 13 common mistakes that could sabotage your social engagement efforts and leave your brand (whether personal or business) looking foolish. Read more…
Calling Attention to Your Calls to Action
If you want visitors to your website to buy your product, click a link, download your brochure, or sign up for your email newsletter, you’re much better off asking them to do so rather than doing nothing and simply hoping for the best. Unfortunately, too many businesses omit the “call to action” from their websites. And even those that do include one often fail to call attention to it, so it winds up getting lost amidst the rest of the content. In his post on SearchBlogger, Jamie Fairbairn offers some tips on making your calls to action stand out on your website. Read more…
Coming Up with a Content Strategy for an Established Website
In light of Google’s ongoing Panda updates, establishing a comprehensive content strategy for existing website pages has become a vital component of any SEO strategy. In her article on Search Engine Watch, Bonnie Stefanick lays out a strategy that you can use to “Panda-proof and better optimize your site to grab more of the long tail traffic in your space.” Read more…
Visitor Intelligence: The Next Level of SEO?
So you’ve optimized your website, striking that perfect balance that will allow you to achieve rankings without offending the search engines. Your keywords are bringing in traffic, your visitors are converting, and you have plenty of leads. Where do you go from here? In his article on Search Engine Watch, Erez Barak explores the concept of visitor intelligence and explains how you can use it to target your search personae and “fully maximize your SEO efforts.” Read more…
Larry Page on Google in 2012: Simplification, Integration, and “Next Generation Search”
Larry Page, co-founder and CEO of Google, recently delivered a report in which he laid out a plan for the search engine’s future. In his 2012 Update from the CEO, Page stated that the upcoming year would see Google striving to simplify its search platform while integrating it with Google’s other services (including its Google+ social platform). Read more…
Good SEO Should Be “Deliberately Unnoticeable”
“SEO should be an invisible layer beneath a strong user experience, a beautiful site, and a clear, coherent message and purpose.” So says Adam Audette in his post on the RKGBlog, in which he contends that SEO should never take precedence over a website’s purpose, user experience, brand message, or value proposition. Read more…
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