15 Oct 2009
**This article outlines a personal experience with a client, leading them from search marketing success into social media and word of mouth marketing. To respect their privacy, I will only refer to them as ‘The Client’.**
Five years ago, search engine optimization (SEO) and pay-per-click (PPC) advertising were only beginning to take shape as legitimate lead generation and marketing strategies. At the time, SEO and PPC were cutting edge marketing strategies – many brands and companies had heard the buzz surrounding SEO and PPC, but were unable to pinpoint strategy or purpose behind it.
Today, SEO and PPC have evolved into common marketing strategies for brands to place their marketing budget. Companies understand the huge opportunities that exist within search marketing for return on investment. Social media, conversely, exists much like SEO and PPC did five years ago. Companies and brands are keen to explore the social media space, but are often…
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29 Aug 2006
One of the more common SEO problems we see with our client's websites is that they target the same keyword phrase on multiple pages. Many people think that the more a keyword in placed on a website, the better the organic search results – wrong. SEOmoz recently referred to this as "Keyword Self-Cannibalization", an appropriate term I think. They broke down 3 major issues with targeting the same keyword phrase on multiple pages:
Forces the search engines to choose which page is the most "authoritative" or relevant to that subject on your site.
Creates additional competition for rankings – you're vying against yourself for position in the SERPs.
Dilutes the potential ranking ability of a single phrase by spreading link power, keyword targeting, and anchor text on your site across multiple pages.
Speaking of keywords, an interesting new service called HitTail was recently brought to my attention. This free service (for low to medium traffic sites) tracks every…
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17 Aug 2006
Google has recently released its Adwords Editor application (BETA) to all Adwords users. Initially released to selected advertisers back in January, the Adwords Editor allows you to manage your Adwords account from your desktop, and then upload changes. Some of the benefits and features that Google highlights are:
- Navigate your account quickly and easily
- Make bulk changes to keywords and ad text
- Work offline, then upload your changes
- Copy and paste keywords and ad text
- Circulate proposed changes and get feedback
I am most excited about the increased speed of editing Adwords accounts on a desktop application versus online. Anyone who has spent a significant amount of time navigating and editing Adwords campaigns online has felt the frustration of the Adwords website crawling.
The Adwords Desktop editor is easy to navigate and definitely speeds up the campaign editing process. Just make your changes, click "Post Changes" and you are done. This free tool is…
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09 Aug 2006
Google has recently introduced Adwords advertising on mobile devices in the US and UK. Adwords clients can now place their clickable ads on mobile phones through Google's mobile search service.
Direct from the Google Help Center, here's what the ads look like: Mobile ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad. Your destination URL appears on a third line if you choose to enter one. If you select the option that allows customers to directly connect to your business phone, a Call link will appear next to your destination URL. You can also set daily budgets and establish scheduled marketing messages.
The big advantage could be for advertisers looking to draw in local customers. For example, people who are on the road traveling and looking for a restaurant, hotel or service. David Utter from WebProNews.com commented on…
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