One of our website design clients asked about Google Adwords management. We were aware that he engaged a well know national firm so we asked if there was a problem. The results they were getting could hardly be called an achievment. Their budget was nearly five figures and included a very large monthly "management" fee and they were getting only 50 to 60 click throughs (CTR) a month. We took over with less than half the budget, a minimal management fee and improved their CTR 914% in just two months.
1.We try to identify the keyword "universe" for each client
We identify a comprehensive list of words that are relevant to your business and that indicate that the searcher may be interested in your content. What is their intuition, what is historical PPC data, what is the competition, analytics data, Google suggested data via their keyword tool, and any other data from you, the client. This is just the initial list.
2. We Expand the List
Use the Google Keyword Tool (along with paid access tools like Wordtracker and Keyword Discovery) to expand the initial word list to understand relative search volumes for the keywords and keyword phrases.
Keep in mind that Google's projected search volumes are typically not any more accurate than their analytics stats are, So Google's projected volumes are really only useful in comparing the relative popularity of one word to another. In other words, if keyword A has a monthly search volume of 5,000 and keyword B has a monthly search volume of 10,000, you can assume that keyword B is more popular. But don't assume that getting a number one listing for keyword B will bring you 10,000 users a month. In fact it probably won't.
Note: Using paid systems like we do in addition to the Google tools to test the popularity and conversion rates of keywords makes a lot of sense in determining important keyword phrases to target with organic search if you can afford to do the testing. I do NOT include these paid tools in normal organic keyword testing due to the expense. But think about it for a minute ... using only the Google tools to tell you what to use when they're going to charge you for every click in an adwords campaign is like letting Google tell you that you can have any flavor ice cream you want as long as its vanilla.
3. Prioritize the List
We take the new expanded list as your "keyword universe", prioritize the keywords and choose the most important keywords that will be targeted with an adwords campaign. These are the keywords to track rankings for as a general rule. Additionally, these keywords will take first priority as we begin link building campaigns if you decide to do this. When we spot a keyword that makes specific sense for the client's business and has very low competition it makes sense to include it because although it may not get a lot of hits because you could end up owning top rank for that keyword because of that.
Some people end up with 25 priority keywords, some clients end up with hundreds (it truly depends on what the client's business is). Priority keywords, we try to reflect words that have the best likelihood of driving traffic to your site. But keep in mind that the words selected will depend a little on how competitive your industry is.
For a company like Petco, it's perfectly reasonable to target a word like "dog food". But a small pet store in Neptune, NJ may want to start off by targeting more specific keyword phrases like "dog food in Neptune" for the organic search but work with just "dog food" in a paid adwords campaign because you can automatically restrict where adwords ads appear geographically. In this example, "dog food" would still be in the small pet store's keyword universe, it just wouldn't make the priority list for organic.
4. Categorize the Priority Keywords - applies to adwords campaigns
Once I have a priority list of keywords for their campaign, categorize the keywords into segments specific to business goals. This allows for more detailed reporting and understanding of performance. At a minimum I would have all keywords categorized between brand and non-brand (Ex. generic dog food vs. Purina 1.) Categories may include product type, sub brands, business group, keyword based (for example, all permutations of the keyword phrase dog food) or keywords that map to a specific service. This makes it easier for me to track the impact of individual campaigns.
5. Identify Related Web Site Pages - appies to adwords campaigns
Once I have their keywords defined in this manner I can map campaigns to specific pages that they are most relevant to. These pages will be the primary target for specific priority keywords (like I did for Champion Chiro). Then on page optimization (things I already do on all sites such as page titles, meta descriptions, H1, 2, & 3 tags, etc.) will kick in for the related web site page so that a particular page may be relevant to only one or two priority keywords. This is where you can use the additional keywords from the keyword universe that were not designated as priority words to try and boost results. For example, the Neptune Pet Store might have chosen "dog food in Neptune" as a priority keyword. But that may be the only keyword phrase on the priority list that is relevant to its dog food page. So if the client does have an adwords campaign that one keyword might be in the campaign by itself to start and the ad would like only to the dog food page.
So then you can add other keywords of the page elements of its dog food page, maybe I'll look back at the keyword universe and find additional keyword phrases like "dog food online", "dog food for sale" and "buy dog food" to boost the optimization with. These weren't added to the priority list based on how competitive they are but they still want to include them in their on-page optimization efforts. The resulting google ad title might be:
"Dog Food For Sale in Neptune NJ - Buy your dog food online" and this would match a title or subtitle on the related website page.
This page title example includes the primary keyword phrase as well as other keyword phrases from the keyword universe. Remember that in a page title, words don't have to be in sequence in order to be relevant. Therefore, this page title is relevant to phrases like "dog food in Neptune", dog food for sale", "dog food online", "buy dog food", "buy dog food in Neptune" and many other relevant keyword permutations. This allows for targeting of a number of relevant long tail keyword phrases with the page title.
6. I Refine their Keyword List Over Time
By reviewing and paying attention to their analytics data you can identify new keyword phrases that may be new opportunities for their business. It's good practice to review data monthly to identify any new opportunities that should be integrated into their SEO campaign.
Search Engine Marketing (SEM), Internet marketing that helps to promote your website to increase the websites visibility in search engine results, is done through the use of Search Engine Optimization, Ads, Online Advertising and more. AliveWebs incorporates all of the important Search Engine Marketing tools needed to help your website succeed on the Internet. We can help with ad campaigns, Tracking, QR Code Marketing and advertising, Google Webmaster Tools, Google Maps, and much more. Once we evaluate your website we can help determine what you need to get going. Below are some tools that AliveWebs uses in the development of a website SEM/SEO strategy.
Your online marketing efforts for your website and company are only as effective as your ability to track them. Google Analytics is the most powerful tracking tool on the web. We can track who visits your site, where they are from, what pages they look at, how long they stay on your site, and much more. Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment, increase conversions, and make more money on the web.
Web Advertising with QR Codes
Keeping your website updated and fresh is a great start and one of the basics of good SEO. Updating new offers, coupons, products, content, whatever it is it shows google that your site is out there and updated. For most business out there this is a serious challenge. Good use of QR Codes helps market your site.
Google Places / Google Maps / Webmaster Tools
Make sure your listing has everything it needs on Google. Google Maps, Google Site maps, Google Local, Google Tracking, and more. You can edit and optimize these listings to help bump your company up on google. With Google accounts you can update:
Photos and videos
Address and service areas
Site map Listings
Google Maps business listings are generated and ranked entirely by mathematical algorithms. Our algorithms and index sometimes experience changes, so businesses may not always appear for a particular category or keyword search. We also can’t guarantee that your listing will appear in search results for a particular category or keyword.
A site map is a list of pages on your web site that is accessible to crawlers or users. It can be either a document in any form used as a planning tool for web design, or a web page that lists the pages on a web site, typically organized in hierarchical fashion. This helps visitors and search engines find pages on your site. Some also refer to Site maps as a site index.
Video Optimization & Integration
Enhance your website features with a slide show video advertising your business or product. Add a video to any of your website pages, landing pages, sales pages, or social media websites. Add the video to your blog to have users comment or start discussions. A fully featured video showing your business and products. We can provide you with samples of video slideshows, tutorials and more.
Listings & Profile Pages on All Major Search Engines, Directories & More
Enhanced Business Listings
Enhance the way your customers and others find you on the web. AliveWebs helps enhance all of your business listings such as Google Local, Google Maps, Bing, and more. With the creation of Maps, QR Codes, and Mobile Listing Links we create and enhance all of your business listings on the internet.
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