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Paid Search Is About Process, Not Planning

Many times we’re asked to present a plan for the next 30 – 60 – 90 days of a paid search program. This makes a great deal of sense when we bring a new client on board and have to fix or re-build their program. It takes time to build out a program comprehensively and laying out the priorities helps manage expectations. After that point that request for a “vision” or “plan” reveals a fundamental misunderstanding about the nature of paid search marketing as reported by George Michie .

Paid search is an amazingly powerful channel for capturing existing demand. It is not a demand generating channel. Like the yellow pages people only see the ads when they’re in the market for the advertiser’s products or services. Yellow page ads don’t make people interested in taking yoga; they convince people who are interested in yoga to try the advertiser’s studio. Paid search plays the same role, but it’s easy for marketers steeped in traditional channels to miss the implications of this fact.

For demand generating channels planning is of paramount importance. Television ads seek to 1) create awareness of a brand; 2) infuse that brand awareness with positive connotations; and 3) catapult that positive awareness into action. Marketers must plan the proper messaging and imagery for each phase, and plan the timing and budgets. Even direct marketers like catalogers must plan contact strategies, page counts and formats, circulation counts and frequency of touches. Planning is required because the marketer must generate interest and action, and the time lag between marketing investment and eventual payoff is both long and not guaranteed.

Paid search is different in every respect. Budgets don’t make sense for advertisers with shopping carts on their sites because the sales happen before they pay for the ads. We don’t have to plan what products to push or when; the ads will be served to the right audience at the right time and in the right volume to respond to consumer demand.

This is not to suggest that paid search requires no work. Paid search demands well honed processes for dealing with product turnover, landing page changes, promotional offers, seasonal shifts and more. Skilled analysts study data six-ways-to-Sunday to find nuggets of gold in search logs, in click-to-order intervals, and in new classification schemes that feed statistically meaningful differentiators to our algorithms. Reacting to shifts in consumer behavior and anticipating them whenever possible takes knowledge, skill and mountains of well-organized data.

However, it doesn’t really require a plan. Indeed, predicting what projects will be most valuable 30 days from now, or 60 is both impossible and unwise. The priorities change depending on all kinds of factors outside of the analyst’s control. Locking an analyst into an arbitrary schedule prevents them from adjusting to the priorities of the moment and thereby squancders opportunities.

Asking an analyst for a long range plan for a paid search campaign is like asking your stock broker what stocks you should buy and which you should sell 6 months from now. They can make those recommendations if you really want them, but usually you’d be wise not follow them.

Absence of “a plan” is unsettling, particularly when you’re working with an agency. You can’t see them hard at work at their desks every day, so it’s natural to wonder whether they’re asleep at the switch. This fear is compounded by the reality of PPC agencies that all too often are asleep at the switch.

Trust comes from results, and in PPC results come from smart people with great tools and great processes. Anticipating and reacting to changes in the landscape requires hard work, knowledge, skills and the flexibility to follow one’s nose.

Search engine optimization could be a tiring task but with time it sure helps you get better traffic.  Take the  Free SEO Preparedness Quiz Visit SEO-Specialist-Online.com

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When to Run Away from an SEO Company

You probably shouldn't be charged for a couple things that many "back alley" or "strip mall" SEO companies and consultants still offer. In some cases, even larger marketing organizations are trying to push value into some tactics that are outdated or simply don't work to help rankings, as reported by Chris Boggs, Search Engine Watch, Sept 2009

No two sites on the Internet are identical. In rare instances, some of the below tactics may work. But most of the time, if your SEO company is pushing these services on you, take a good hard look at what you're paying for.

SEO Tactic Octogenarians: Time for Forced Retirement

1. Submitting Sites to Search Engines: There's a big difference between submitting your site to the search engines and submitting your site to Directories, Link Pages, Online Malls, Classified Sites! . This type of submission is a very important part of link building, and has continually proven to be valuable.

Submitting your sites to the search engines isn't as valuable to SEO. This simply offers another way for the search engines to find your site. If all you do is submit it to the search engines and sit back and wait, you likely won't see any rankings, other than potentially for your brand name.

Search engines no longer need you to submit to them, although they still provide the functionality for you to do so. As Google says on their submission page, however, "We do not add all submitted URLs to our index, and we cannot make any predictions or guarantees about when or if they will appear."

Google and the other engines are fine taking this additional information, but if you're paying someone to do this once, or even monthly, then you're wasting time and money. As Google also states: "Only the top-level page from a host is necessary; you do not need to submit each individual page. Our crawler, Googlebot, will be able to find the rest. Google updates its index on a regular basis, so updated or outdated link submissions are not necessary. Dead links will 'fade out' of our index on our next crawl when we update our entire index."

2. SEO Landing Pages: Another outdated tactic is building landing pages just for SEO, although this is a temporary solution that e-commerce companies sometimes choose to take rather than spending the time fixing the actual site and navigation. In most cases, if you want long-term results without sacrificing user experience consistency, you should optimize your actual content versus trying to create circa 2001 "doorway pages."

3. Reciprocal Linking: The last outdated tactic is using reciprocal linking as a primary link building tactic. If your SEO company or consultants requires that you place an outbound link to every site that is linking to you, then you should run away. Some reciprocal links aren't bad, especially ones that occur naturally -- just be worried if this is the only link building tactic presented.

SEO Tactics on the Bubble

1. Social Bookmarking: One tactic that has very few concrete results is social bookmarking. Some people will likely argue this, but we've yet to prove ranking lift from the addition of a URL to a Delicious or StumbleUpon. These and other links appear within backlink reports, but that alone doesn't indicate that the link is helping from a SEO perspective.

Yahoo-owned MyBlogLog cleans out their bookmark links on a regular basis. As seen in this FAQ, they provide a good reason for this: "New with Me is a moving river of updates. We are not trying to re-create the Internet. We store the last 100 items and up to 25 'clusters' of events. If you're interested in looking at older updates, we direct you to the original service provider for the full archive."

It's very important to understand that not all links are permanent. Thus, to build lasting SEO value, the majority of links developed should be permanent and carry some sort of authority.

Of course, a "natural" pattern would be that some links come and go. But if you spend a large amount of time (or are pay someone else for) building links using social bookmarking or other "expiring" link tactics, you won't get full value from your time investment.

Please note that some people do this at an almost "industrial" level to help boost rankings, by building literally thousands of links, and "refreshing" the links with new ones as they age or get stale. This would only look natural to a search algorithm if the target site has tens of thousands of existing links. Those using this tactic need to keep building links over and over, and have likely budgeted hundreds of hours to support this task with the amount of hours that it would need to provide long lasting value.

2. Article Syndication: Other tactics that are "on the bubble" include large-scale article syndication and "press release over-optimization." Articles that are relevant to your site and contain links pointed back can be valuable if syndicated on a limited basis to hand-picked partners, but using mass syndication services doesn't often yield the kinds of backlinks that could be garnered from a more personalized approach. The jury is definitely still out on this tactic, but a custom approach (which takes longer) provides value.

3. Over-Optimizing Press Releases: Press release "over-optimization" is something that many readers have probably seen after setting up an RSS feed to monitor a particular word or industry phrase. I always laugh when I see the same SEO company put out a press release every time it signs a new client, because when I check even month later, they haven't climbed in the rankings for the terms they seem to be targeting.

The use of press releases and syndicating through PR Newswire or PRWeb can be valuable, but like article syndication, this tactic must be leveraged in moderation. If you're concerned about how many press releases you've sent out to support your SEO efforts, consider if you're overdoing it. For large companies with lots of relevant news, however, this is a different story -- these companies may be OK with up to two to three press releases a week, and you might as well take the time to optimize them.

Search engine optimization could be a tiring task but with time it sure helps you get
better traffic. For a Free Web Site Evaluation Visit SEO-Specialist-Online.com

This SEO update is brought to you by SEO Specialist Online, Professional SEO Consultant and Content Writers for all your SEO needs. For a Free Web Site Evaluation Visit Here

SEO Marketing Channel

SEO is the marketing channel that brings potential customers to your site who want what you offer, but don't know how to find you. These are people that will browse through the search engine listings of websites that show up for the product or service they're looking for, and choose one to purchase from. If your site only shows up for your brand name, you're not even in the game; the sale will likely go to one of your competitors who have an optimized website.

If you only want to serve the needs of people who already know your brand and aren't interested in new customers, then you don't need SEO. But if you want to use every marketing channel at your disposal, SEO is one of the most cost-effective marketing channels to bring in people who don't already know about you but want exactly what you offer.

Search engine optimization could be a tiring task but with time it sure helps you get better traffic.  For a Free Web Site Evaluation Visit SEO-Specialist-Online.com

Search Engine Optimization

Do you know what does SEO stands for?

SEO stands for Search Engine Optimization. In today’s world mostly all the businesses are done on internet and this also means lot's of competition.

There are many people who are engaged in same type of business so it becomes very difficult to increase the sales of your products. If you wish to stand out amongst your competitors then you have to consult the professional SEO consultants.

These professionals take care of each and every aspect so as to increase the sales of your products. These professional SEO consultants have many well trained and experienced professionals who do their best to make your site attractive and user friendly.

These professionals also include content writers who are expert in their respective field of writing. They write content which has proper flow and is understood by everyone as it is not necessary that very intelligent brains will be visiting your site.

Content writer write content keeping this particular aspect in mind. SEO Company also has keyword specialists who focus on the use of particular keywords as keyword plays a vital role in SEO Company.

A good SEO Company will do every thing which is within the law to promote the site. The main aim behind all this is to bring your site on the top of the search engine results. Remember if your site is on the top of search engine results, it means many visitors are visiting your site and it also shows the popularity of your site.

Search engine optimization could be a tiring task but with time it sure helps you get better traffic.  For a Free Web Site Evaluation Visit SEO-Specialist-Online.com