Use search engine paid advertising to promote SEO activities

Many search engine optimization companies have been very successful in acquiring search engine traffic, and they don't even have to participate in paid-search ads (Pay-per-click Ad PPC). In conjunction with successful optimization activities, search engine optimization companies can also skillfully use search engine ads to obtain useful information.
This article summarizes some useful search engine advertising, which may be helpful to web designers, information architects, usability experts, and search engine optimization people.
Keyword Research and information architecture
Before building a new website and redesigning existing sites, you will first search the key search engines to identify common words in search terms often used by target customers. Keyword surveys can effectively help information architects categorize sites more effectively.
For example, an E-commerce website that mainly sells men's and women's clothing can use the following categories:
Home>men ' S>shirts (Home > Men > Shirts)
When the information architect has conducted a keyword survey on overture and the Google search engine, he may have a more detailed classification of men's clothing categories:
Home > Men ' s clothing > Shirts > Polos (Homepage > Men's > Shirt >polos)
Home > Men ' s clothing > Shirts > Polos (Homepage > Men's > Shirt >polos shirt)
This is not to suggest that you use keyword research instead of user testing, focus groups, data collection and other network analysis software. However, if the information architect can take the time to actually analyze the search behavior, it will be easier to classify the pages.
Refine keywords
Search engine optimizer (SEO) most understand that search engines can only be displayed in the search results from the page's HTML theme tag to obtain up to 70 characters. Smart SEO will use the user as a search for the target keyword to write the title tag, and can trigger action (CTA), to achieve such as the purpose of attracting click into the page. However, only 70 characters to achieve these two goals is not a simple matter.
For example, we are now doing a site is always in the station throughout the use of "find" and "search" two words. These two words are excellent keywords not only in optimization but also in triggering actions.
Finally, we discuss the two topic tags:
A, find payroll accounting software from XYZ Compay (48 characters)
B, Search for payroll accouting software from XYZ Compay (55 characters)
Since the two subject tags are less than 70 characters, two will have a very efficient optimization effect. In fact, SEO will use the a theme tag for some pages, while the other part uses the B theme tag.
Use keyword research tools to learn which keywords are more frequently used than others. However, it is important to note that the infrequently used theme tags may produce a better conversion rate.