Internet Marketing Professional

Archive for the ‘seo company’ Category

After years of looking down my nose at PPC and seeing it as cheap, easy and little more than a bidding war that burns cash faster than the KLF on a beach I’ve came to the conclusion I was right. Maybe not the derision I feel for PPC but certainly the rest.

The change has been using PPC to amke learning about how to improve the effectiveness of other Internet Marketing channels.

Step One – Abuse PPC to Gain Knowledge

Test every keyword you want to optimise for and every page you think it may be appropriate for. Then use this data to measure, test, refine! You’re investing in the future not just in sales. If you find a keyword has great volume but no sales think about why this is. Could well be the page your sending traffic to isnt great – could just be the keyword is useless or you have broad search on for a keyterm like ‘insurance’. Even if you get no conversions you’ve learned something.

Step Two – Reabuse PPC for Conversion Tweaking

So you know where and what to point – so you know where you should be monitoring your SEO campaign. Next get onto conversion and start testing your page layout! Get booking forms, calls to actions, font sizes, web layouts etc all tested and keep results for every test.

Step Three – Get Your SEO Flying

Get your SEO flying. Get your good links, fantastic content and a strong following of incremental visitors and sit back and enjoy the money that you’ve earned by using your PPC budget tactically.

Step Four – Retest, Reabuse and Realign your PPC campaign

Get your PPC budget reinvested in new terms and turn off old campaigns as pages get SEO rankings. Every penny you spend from now on in PPC is only one tactic within your internet marketing arsenal of techniques You are no longer relying on your PPC to drive sales and giving Google, Yahoo and MSN your money.

Get started, get testing, get PPC down to being a tactic and not a strategy and if anyone tells you PPC is an investment remember they could be right – but only where PPC is used as part of a wider strategy and the tactic for your PPC is for you to learn how to make more money. Its your money spend it wisely and make every non-earning penny earn you more in some other way.

Here endeth the Gordon Gecko Post of the month.

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Ok so I am a bit parochial. I live in Scotland, work in Scotland and Love Scotland. Well maybe not when our cricket team get battered once again but hey you cant have it all. For this reason I’ve been having a wee look at devising a monthly awards system to determine greatness in the Scottish Internet Marketing community.

So here are the Rules:

  1. We analyse Google.co.uk Web Results (No MSN or Yahoo! as it would waste my time and no one looks there much in the UK anyway) and we will analyse the first 15 results to give maximum exposure to the movers and shakers for the month.
  2. We analyse the following search terms (chosen using the Overture Keyword Tool)
    1. SEO Scotland
    2. Search Engine Optimisation Scotland
    3. Search Engine Optimization Scotland
    4. Search Engine Marketing Scotland
    5. Internet Marketing Scotland
    6. Search Engine Promotion Scotland (purely for some semantic weight)
  3. The biggest movers (upwards and downwards – only included from the second month of the awards)
  4. Award for our favourite SEO site for the month (The JustMarketing Site of the month)
  5. Award for our favourite Scottish Internet Marketing, and related, blog of the Month
  6. Award for our favourite Blog post of the Month.
  7. Award for our favourite example of spam (all links to this will be embedded in Javascript so you get no benefit from it 😉 )

If you have any ideas for additional words to use for our test, additional awards or want to enter yourself for blog or post of the month just use the comments below.

Oh and awards start for the month of August – so get going!

Just a quick post to say that I’ve posted a new link in my blogroll to http://www.spiderwritingseo.co.uk.

Spiderwriting are an SEO company who I’ve worked with in the past who do SEO for the niche vertical of creative people. Bill has a lot of experience in developing high quality, useable, consumer friendly websites for artists, authors, musicians etc that deliver results – not just search engine results but sales too!

If you are interested have a quick look round his site and if you see anything interesting in his blog, or you contact him let him know that we sent you. Not saying you’ll get a better price but he may buy me a pint to say thanks.