Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10) > NetSparsh - Viral Content you Love & Share

SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)

In parts 1 - 6 you learnt how to develop your proposition, identify your key words and optimize and promote (for free) your site and pages. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK.

Now we turn our attention to paid site promotion, which will be relevant to those of you trying to enter an already crowded marketplace, where your key words are saturated!

(a) Pay-per-click (PPC) Advertising

Run a search on Yahoo or Google for a popular consumer product like "MP3 players". In the results, you'll see a set labeled as 'Sponsored Links' or 'Sponsor Results'. Some results will appear in colored text boxes along the site of the page, whilst others may appear in the same format as the main search results. All these results are paid advertisements from the sites listed within the ads.

The ranking order is a product of the bid amount (CPC) and the popularity of the ad (CTR%) and are purchased through pay-per-click (PPC) advertising suppliers. The largest two are Google's Adwords (displayed on Google, AOL, Ask Jeeves) and Yahoo's Sponsored Links - run by acquired company Overture (appearing on Yahoo!, MSN, AltaVista, and others). MSN are planning to release their own PPC scheme soon.

If you have tried and failed with free promotion tactics, the chances are that you are operating in a highly competitive area (where a PPC campaign may well be justified). After all, if you can make more money from a converted click-through than it cost you to buy the click-through, why wouldn't you look at PPC?

Look at your A-list of keywords. Refer back to your research on Overture. How many searches are conducted per month on your keywords? How much are you - and your competitors - willing to pay for those keywords?

For your first campaign, use a large number of relevant search phrases, so that you can test and learn what works best. Build unique ads for each search phrase, as this will help to optimize your click-through rate or CTR% (defined as clicks - or unique visitors - divided by page impressions on the ad pages - expressed as a percentage). This in turn means more targeted traffic, in some cases paying less per click (due to the methods by which advertising is priced).

Make sure you use a suitable (and perhaps even a dedicated) landing page for each campaign. Simply sending people to your homepage (from where they have to navigate your site) will not help your conversion rates (defined as sales divided by unique visitors, expressed as a percentage)! Help them to buy, as they are likely to be in a hurry!

The PPC providers give you useful interfaces with which to track the effectiveness of your campaign and overall return on your investment. Pay close attention to which keywords are delivering for you and make notes for future campaign planning.

Whilst there is no hard and fast rule, a CTR% of 1.8% - 3.5% is in an acceptable range (and anything over that represents a very good performance). On Google, if your ad achieves less than 0.5% CTR, your ad may well be de-listed. The lower your CTR%, the more you will have to pay in cost-per-click (CPC) to get into the top 3-4 results in your chosen keywords (vital if you want to appear on partner sites like AOL).

(b) Paid Directory Submission

I mentioned earlier that Yahoo! Express Submission is the best way to get a listing on Yahoo! Directory. With a node-level PR of 10, Yahoo! Directory carries much weight with Google and the $299 fee (whikst steep and not absolutely guaranteeing a listing) is probably worth the cost.

Do not submit to Yahoo! until you have really tested which site description works best on the free search engines.

(c) Express Search Engine Submission

In the past, it was only worth doing a paid submission with Ask Jeeves, as this engine continued to enjoy a small but loyal following but did not grow it's index as aggressively as the big boys. This meant paid submission was the only way to guarantee a good placement.

However, Ask Jeeves withdrew this service in 2004 (in favour of a strategy that mirrors the larger players). As such, I would not recommend paid listings with any search engines now.

Next we turn to tools you can use to monitor your ongoing optimization effectiveness...

Navigate the guide

Previous : SEO Expert Guide - Free Site Promotion (PR) (part 6/10)

Next: SEO Expert Guide - Black Hat SEO - Activities to avoid (part 8/10)

About the author:

David Viney (david@viney.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.

Read the guide at http://www.viney.com/DFV/intranet_portal_guide or the Intranet Watch Blog at http://www.viney.com/intranet_watch.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

TNW

Listen to Google — UX and SEO are a match made in heaven
TNW
To the layman UX and SEO (if they even understand what they mean) sound like two entirely unrelated things. The one is about some plumber jabbing away at their phone, while the other is about satisfying the algorithms of a company in Silicon Valley.


Search Engine Land

SearchCap: Google Search Console, negative SEO & more
Search Engine Land
There is no such thing as being negative SEO-proof, says contributor Joe Sinkwitz. All you can do is take steps to lessen the probability of becoming a victim. Here's how to reduce attack vectors and protect your site. Google Search Console Search ...
5 SEO Mistakes that People are Still Doing in 2018Entrepreneur
A Beginner's Guide to SEO in a Machine Learning WorldSearch Engine Journal
The core pillars of technical international SEOMarketing Tech
MediaPost Communications
all 14 news articles »

AMEinfo

Infographic: 72 Stats To Understand SEO in 2018
AMEinfo
If you too rely on Google's traffic as the main source to attract new customers to your business, it is very likely that you have faced the consequences – both good and bad – of the fact that SEO is always changing. We did as well! Technically, it is ...
Tips for helping women in business boost their SEO rankingFinancy

all 2 news articles »

Forbes

6 Reasons Why SEO Might Not Be Right For Your Business - Forbes
Forbes
Contrary to popular belief, SEO is not something every business needs, especially small businesses with modest marketing budgets. Here's how to determine ...
Small Business SEO Checklist: 11 Ways to Improve Rankings TodaySearch Engine Journal

all 2 news articles »

Search Engine Land

The small business owners guide to conquering SEO: The glossary
Search Engine Land
While SEO is neither magic nor rocket science, it's still fairly complex and getting more so every day. The vernacular can be somewhat confusing to everyone practicing SEO. Canonical, hreflang, schema, cache, robots.txt, .htaccess — these are just a ...


Business.com

Why Your Business Can No Longer Afford to Ignore SEO
Business.com
Your corporate brand is a digital representation of your business's persona, voice, mission and values. When it comes to digital visibility, nothing outperforms search engine optimization. Search engine optimization (SEO) refers to the art and science ...


Entrepreneur

The Startup's Handbook to Perfecting the SEO Strategy
Entrepreneur
Many business owners and founders still make the mistake of assuming SEO to be an offshoot of web development. Understand that SEO is an inseparable and ongoing part of marketing. It is much more than adding titles and meta descriptions to your web ...
4 Very Popular SEO Beliefs That Make No Sense At All - Search ...Search Engine Journal
4 Ways Sentiment Analysis Is Changing SEOSearch Engine People (blog)
Google: On Page Depth, Flat Architecture, Googlebot Discovery and SEOThe SEM Post

all 8 news articles »

Practical Ecommerce

11 Free Chrome Extensions for Technical SEO
Practical Ecommerce
SEOquake offers data from critical SEO categories — technical, content, and link authority — and allows you to customize what you want to see. Have a look through all of the tabbed navigation options on your SEOquake results — there's a lot more ...


Business.com

Small Business Guide to SEO
Business.com
SEO describes a group of practices that drive organic traffic to a business website by boosting its place in search engine results. If you're a small business owner and you use the internet to drive customers to your business (which should be most of ...


MediaPost Communications

Did Falling SEO Prompt Didit To Back Out Of Gawker Auction?
MediaPost Communications
Gawker's SEO value and links were was the biggest draw for Lee back in December when making the decision to bid for the bankrupt company. Since then the SEO dropped by 50%, he said, according to external data sources. It would have cost too much to ...

and more »
Google News

Search Engines Are Doomed to Fail

A very provocative title, isn't it? Based on the latest... Read More

SEO Quickstart - 3 Things You can Do to Improve Search Engine Rankings Right Now

Increasing your search engine rankings should certainly be one of... Read More

Understanding Googles Algorithm

What is the Google Algorithm?An algorithm is a mathematical equation... Read More

Search Engine Indexing - 3 Strategies Guaranteed to Skyrocket Your Success

In order to design a website that performs well with... Read More

Adding Content To Your Site Every Day

If you have been a webmaster for more than a... Read More

How to Google; or How to be Easily Distracted

I set out with the intention of writing a self... Read More

Building Link Popularity with Topical Articles

One of the important factors in ranking high in search... Read More

How to Manage SEO

Whether you launch a search engine optimization program in-house or... Read More

Googles Trap, DMOZs Nap, And Yahoo!s Crap

On November 16th, 2003, Google commenced an update (the Florida... Read More

Google Is Not Only A Search Engine!

When you now organize a street interview and ask people... Read More

How to Improve Your Search Engine Rankings

When people think of search engine optimization, they immediately think... Read More

How to Pick an SEO Firm

If you're looking for an SEO firm, we recommend that... Read More

The Disease of Google Banning: Are You At Risk?

Definition:Google banning occurs when Google removes your site from its... Read More

Search Engine Optimization (SEO) - Fix Your OffPage!

Search Engine Optimization (SEO) is something you should be aware... Read More

The Purpose of PageRank?

I am sure the first thought provoking question that popped... Read More

Keywords Finalization Methodology

To arrive at the set of keywords that:Describe business correctly... Read More

Search Engine Optimization Techniques

Search engine optimization is the process of increasing the amount... Read More

The Hottest Tip On Getting A Web Site Listed Quickly by Yahoo, Inktomi, MSN, FAST and AltaVista

Every webmaster knows that the free search engines are a... Read More

LSI and Link Popularity

When Paypal's official Web site no longer ranked #1 in... Read More

Taking Advantage of Googles Sandbox Effect

Most new sites submitted to Google (at least within the... Read More

Googled

The Internet may have started as the fervent brainchild of... Read More

Google Wireless - Search Away From Home

For so many web surfers, it's almost automatic to type... Read More

How to Make More Money with Your Mambo 4.5.1 Site

For those of you who are not familiar... Read More

7 Essential SEO techniques

1) Title Tag ? When we're talking about SEO Technique,... Read More

STOP Writing for Search Engines

Back when I was starting out with my first internet... Read More