05-02-08, 07:36 PM
The immediacy of AdWords can be a gripping pursuit, but the keyword data it yields can be used to your advantage in the long-term, too. Focusing on your click throughs and conversions is essential to success in the realm of sponsored advertising, but if you're not using AdWords to glean popular keyword impressions — which could bolster your natural search coverage and even stimulate traditional marketing activities — you may be missing a valuable opportunity.
Knowing what search terms really work for you is the key to search-engine optimisation success. Even if you're only interested in improving your natural search visibility, it's worth running an AdWords campaign as a data-mining exercise for a few weeks, whatever your budget. To take it further, you could drill deeper and cross-reference more niche terms applicable to you using the Google keyword suggestion tool and other tools available to gauge advertising competition and general search volume.
Choose your keywords carefully. Vanity or trophy key phrases can prove costly, but if you're feeling daring, experiment by upping your budget for a few days and monitoring the results. Testing and iteration are the prime ingredients of AdWords success! For most sites, it's vital to find a balance of more niche terms, and integrate them carefully into the relevant pages of your site.
However you price this information, avoid clawing keywords arbitrarily into your text and title tags, just because you believe they're the most popular search terms. Use the data judiciously, and engage a seasoned SEO copywriter to ensure that the keywords you believe in will actually work.
DIY Advise
In the crowded internet, standing out from the rest and attracting visitors is a tricky and potentially expensive exercise. Every site owner wants more visitors, but before you start digging deep, don't forget that there are lots of free ways of getting people through the door. When it comes to traffic, it's always a case of the more the merrier (until your bandwidth dries up), and one winning way to attract visitors is to go where people are hanging out rather than expecting them to come and find you.
1 Communitie. It can be hard to make your presence felt the metropolis-like sprawls of MySpace and Facebook, but it's easier to make a splash in a village. Hunt down niche forums that are hyper-relevant to your site and interests. Just advertising won't work: you have to be part of the community and establish yourself as an expert contributor.
2 Comment on blogs Find blogs that are busy and relevant to your own site and join the conversation. Share contributions rather than marketing messages: give your views and share your experiences. Contribute to three to five blogs regularly to get that "trickledown traffic".
3 Build online profiles Get your share of another business's online marketing spend and plug into profile- building sites. It takes time to build and maintain profiles, so choose with care and only stay active on sites that drive traffic. Try Squidoo, BT Tradespace or Linkedln. If you play music while you work, what about Last.fm?
4 Local listings They're not sexy, but online directories and local listings sites ( i.e yourlocalpages.biz ) are a good way of building link equity, and for the tiny investment of time, they're worth using.
5 Content sharing Digg and the like have been used successfully to market websites, but they're mainly tailored towards tech content and bloggers. Try StumbleUpon for all kinds of general content. Don't be shy: Stumble your own site and get friends to do the same.
Knowing what search terms really work for you is the key to search-engine optimisation success. Even if you're only interested in improving your natural search visibility, it's worth running an AdWords campaign as a data-mining exercise for a few weeks, whatever your budget. To take it further, you could drill deeper and cross-reference more niche terms applicable to you using the Google keyword suggestion tool and other tools available to gauge advertising competition and general search volume.
Choose your keywords carefully. Vanity or trophy key phrases can prove costly, but if you're feeling daring, experiment by upping your budget for a few days and monitoring the results. Testing and iteration are the prime ingredients of AdWords success! For most sites, it's vital to find a balance of more niche terms, and integrate them carefully into the relevant pages of your site.
However you price this information, avoid clawing keywords arbitrarily into your text and title tags, just because you believe they're the most popular search terms. Use the data judiciously, and engage a seasoned SEO copywriter to ensure that the keywords you believe in will actually work.
DIY Advise
In the crowded internet, standing out from the rest and attracting visitors is a tricky and potentially expensive exercise. Every site owner wants more visitors, but before you start digging deep, don't forget that there are lots of free ways of getting people through the door. When it comes to traffic, it's always a case of the more the merrier (until your bandwidth dries up), and one winning way to attract visitors is to go where people are hanging out rather than expecting them to come and find you.
1 Communitie. It can be hard to make your presence felt the metropolis-like sprawls of MySpace and Facebook, but it's easier to make a splash in a village. Hunt down niche forums that are hyper-relevant to your site and interests. Just advertising won't work: you have to be part of the community and establish yourself as an expert contributor.
2 Comment on blogs Find blogs that are busy and relevant to your own site and join the conversation. Share contributions rather than marketing messages: give your views and share your experiences. Contribute to three to five blogs regularly to get that "trickledown traffic".
3 Build online profiles Get your share of another business's online marketing spend and plug into profile- building sites. It takes time to build and maintain profiles, so choose with care and only stay active on sites that drive traffic. Try Squidoo, BT Tradespace or Linkedln. If you play music while you work, what about Last.fm?
4 Local listings They're not sexy, but online directories and local listings sites ( i.e yourlocalpages.biz ) are a good way of building link equity, and for the tiny investment of time, they're worth using.
5 Content sharing Digg and the like have been used successfully to market websites, but they're mainly tailored towards tech content and bloggers. Try StumbleUpon for all kinds of general content. Don't be shy: Stumble your own site and get friends to do the same.
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