Internet Marketing Professional

Archive for March 2007

The BBC has announced a tie in with YouTube today.
This will mean that the video syndication site, owned by Google, will launch three branded BBC channels.

  • The Entertainment channels will feature services such as
    • Clips of shows
    • YoutTube specific promotional videos
    • Video Diaries

    Second Entertainment Channel will include:

    • limited advertising
    • clips from programs broadcasted globally suh as Top Gear
  • The Third channel will syndicate BBC news content
    • 30 clips a day will be posted
    • Users outside the UK will be subject to advertising
    • Comments will be accepted
    • User ratings and reccomendations to be introduced

In the digital age it is likely that this will be the first of many new hook ups between traditional content publishers and those in the digital age or it could simply be that the free bandwidth offered by a team up with YouTube was a cost effective option above placing all this content onto the BBC website.

Keyword Selection and Its importance for SEO

SEO is a long term process, normally, so to see results you need to invest a lot more effort and labour than you do for PPC. For this central reason effective keyword research ensures that your efforts are not misplaced. Over and over I hear of companies who invested time in researching term A , which is :

  • Unachieveable
  • Is of little business value
  • Delivers traffic but traffic that doesn’t convert
  • Has cost so much that it makes the CPA not cost effective

Why you need Keyword Research if you employ a Search Engine Optimisation company

  • Your SEO comapny in affect holds your business development in their hands. You need to know the investment you are making is likely to make you a return on your investment
  • You can ensure your SEO provider is not a cowboy – no qualification is needed to be a SEO ‘expert‘ anyone can do it
  • You need to ensure that your business objectives are inline with the program and if you can aid your SEO comapny in this stage they can more fully carry out your business needs

Why you need Keyword Research if you do your own Search Engine Optimisation

  • Ensure that you are placing effort into the correct market terms
  • Speed up your own SEO and get better results quicker
  • Be able to monitor and track the performance of your campaign effectively and make business level decisions on which specific niches are best for your business

Tomorrow – What search terms you think are appropriate to your business?

The first stage of any search engine marketing campaign, for SEO or for PPC, is effective and wide ranging keyword research. Everything you will do with a search engine will stem from this research. This keyword research process can be split into five main categories:

  1. What search terms you think are appropriate to your business
  2. What search terms your competitors are targeting
  3. What the market is actually searching for
  4. What the likely Cost benefit per term is likely to be
  5. Keyword Refinement

Over the next couple of days we will investigate each of these in more details. Todays SEM training will constitute on why you need to put so much effort into the early stage of your Pay Per Click marketing campaign.

PPC Keyword Research

Reason 1 – Why keyword research is important if you use an SEM agency to manage your campaign?
If an agency is managing your current PPC campaign it is likely that you have agreed a target Cost Per Acquisition for your campaign. So that over the next month you achieve a level of sales at an average price. At key way points in your campaign you will analyze the performance of your campaign to ensure that your agency is meeting target – remember you will be paying anything between 5% and 20% for this service. The higher the level of commission that your agency is charging the higher the level of personal involvement your agency will have with your account, in general. Those charging the lowest levels of commission will have a higher level of automation within their processes that those charging higher commissions. You need to ensure whatever level of involvement your agency has that they are in control and are effectively managing your campaign. An effective campaign will have specific keyword groups and each group will be monitored individually. By understanding how to conduct effective keyword research you can ensure that your campaign is:

  • Developing rather than stagnating – good agencies will keep finding you more and more terms and continue to increase your keyword pool rather than concentrating solely on brand terms to drive traffic
  • Keep your agency on their toes – if an agency knows they are dealing with a client who knows their stuff they are far more likely to help you increase your understanding of their profession. By showing an interest and a knowledge in the processes your agency is using you will gain respect, better results and an improved working relationship with your agency.
  • You will be able to measure the progress your agency is making in your campaign – i.e. are you paying too high a commission for an agency who continues to use the same set of keywords all the time when you can spot competitors leveraging market share
    by expanding their bid words all the time.
Reason 2 – Why keyword research is important if you manage your own PPC campaign
  • You need to keep refining and improving your campaign – it is your business no one else’s and to maximize the returns you need to make your campaign as exact, targeted and reflective of your products and to the needs of your consumer
  • See gaps before your competitions
  • Ensure your campaign is ready to make you money so as soon as new products are in stock they are online and easily found
Reason 3 – Why do I need to do keyword research if I am happy with my current PPC campaign?
You can always do better – You can always make more money – You can always minimize the market share of competitors and extend your business and make is more stable in the long term

Tomorrow – why you need high quality keyword research for an effective Search Engine Optimization Campaign

Knowing that submission isn’t the best way forward for your site is the first step on the journey. The next step is to start developing natural links into your website from sites that talk about your area of expertise. Getting your peer group online to say that you are important is far more useful than getting links from unrelated sources. So how do you get these links?

Stages to building links

  • Write good linkable copy?
    • If you want someone to link to you give them a reason. Write an article on a niche, develop a tool for them to use, develop a free hand out that will be of use to your community
    • Also you need to make you URLs as simple to input into a website as possible – make sure your query strings do not go on for ever and make the urls useful by including a semantic URL string
    • Say something useful – don’t just rehash what has gone before. Build on themes rather than contantly retread the same worn paths.
    • If possible include an RSS feed so that site owners can use the information more easily
    • If possible allow them to digg it etc online to help you get more visitors
  • Allow the content to be syndicated and make it known that others can use the content for example use a creative commons license.

Dont go looking for links let the links come to you and you get a nice, natural effective and beneficial link profile which in the long term will bring far more targetted visitors to your website.