08 Search Engine Marketing 15 Questions

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The following is an old article from MarketingSherpa, combined with 08 years of development trends summed up the search engine marketing 15, which have more interesting long tail keyword some commentary, the whole article is very practical. Like SEO friends can be a good look again, there will be some harvest.

The following is found in the blog Laolu Chinese Translation, the original English as if to register as a MAERKETINGSHERPA member can be viewed. However, you can download this article in PDF or English MP3 version.

Issue 1: Pay vs. Nature (Paid vs. Organic)

From the search engine to our website traffic rose year after month. How do I know how to properly differentiate between paid search ads and natural search results?

Reply:

There is no "right" delineation between paid ads and the flow of natural search. However, the various statistics of the search activity indicate that about 5% of the clicks go to the point of the paid link. The remaining 95% clicks on the natural search results. The longer you increase your search traffic, the more you should focus on most clicks from natural search results.

Only if you find that natural search traffic drops, you turn to paid search links to supplement the natural search traffic. Also, you can use paid links to increase the natural search results for your less-ranked keywords.

However, if you increase your share of traffic from this strategy, you must also monitor ROI for paid search ads. You need to measure the results of these clicks to ensure that the majority of these paid search ads are based on your own marginal margin.

Problem 2:CPC (costs per click, each hit Cost) average (CPC averages)

If your CPC is aligned with the average of your industry, how do you decide? Do you really have an industry benchmark?

Reply:

Yes, but those industry benchmarks vary depending on the type of industry, search engine, and query words.

For example, our data indicate that the CPC price is the following for the type of keyword:

--average CPC, high effect brand word =$1.83

--average CPC, low effect brand word =$0.85

--average CPC, high effect non-brand word =$1.99

--average CPC, low effect non-branded word =$0.98

However, the average CPC differs widely in terms of industry. For example:

--average CPC, insurance industry, May 2008 =$10.63

--average CPC, retail industry, May 2008 =$0.45

Such a large range of changes can be explained by the differences in the number and potential value of the transactions generated by these clicks. Insurance sales are generally priced higher, lifelong purchases, and natural CPC higher. Retail sales may be large, but low in value, and thus require a lower CPC.

For this reason, you have to build benchmarks based on your own industry, marketing strategy, and keywords. Then decide what marginal profit margin is applicable to the actions that are generated by the search ad clicks, and then use this margin to set the boundaries of your own CPC.

Question 3: Media/Advertising Share (Share of Voice)

How good is Google's share of Voice (SOV), and what role does SOV play in an organization's successful pay-for-search metrics?

[Impression Share, through Google AdWords backstage display share, can get advertising sov. ]

Reply:

We can't specifically comment on Google's Sov tools. But the media/advertising share-or the proportion of your ads being displayed in all the advertising time-is a useful metric when analyzing your advertising effects.

Media/advertising share is a good way to measure your excessive or insufficient bidding for a particular keyword. If your media/advertising share is large, you may be overly competitive with your keywords. Indeed, you can try to get 100% of the media/advertising share for your key words, but that also means you spend too much on these keywords.

Instead, target a slightly higher media/advertising share than your competitor can most effectively use your paid search budget.

Question 4: Long tail keywords (long-tail Keywords)

For me, long tail keywords are not, because the fact is that long tail words are low search volume of keywords, and Google does not show them, and encourage the use of a broader range of words. Is the long tail dead in Google?

Reply:

For you to say that Google does not show the meaning of the long tail words, we are not entirely sure. But the truth is, the long tail is not dead. In fact, long tail keywords tend to be better converted and cheaper than the broader, more searched words.

Our data shows that most searches (67%) consist of 1 to 3 keywords. However, 82% of searchers say they are likely to enter more words when they do not search for what they are looking for.

Words consisting of four or more words often get the result of the desired goal, which most searchers cannot see with a broader search term. These words can be compared to the lower cost per click, give you a higher conversion rate, so, using a large number of long tail search words, rather than relying on a small amount of money, search a large number of search terms, or reasonable.

Issue 5: Web Design

Is the half-baked novice able to complete the proposed scenario, or does it require a professional web designer?

Reply:

Beginners can also set up a basic Pay-per-click (pay-per-click) ad campaign and start testing the results. Typically, SEO (search engine Optimization) needs to fully understand the design of the Web site in order to deal with issues such as Web site architecture and META tags.

If you're a marketing person and don't have a good foundation for website Design, try to find someone who is willing to participate in your SEO project in your IT or website design team. If you get the resistance from the IT team, it's usually best to step up and let the company intervene in the SEO project.

If you can get a VP or other senior management to be sure of your SEO project, they will be able to provide the impact you need to motivate your IT department to follow up on your site design changes.

Question 6: International Advertising (Analysys ads)

What is the current and projected size of the search advertising market in different regions and countries?

Reply:

In 2008, marketing spending in the U.S. search market is expected to reach $16.5 billion trillion, up 27% from 2007. International search spending is expected to be $11.9 billion this year, up 35% from 2007.

Although we do not have the latest data on specific market search expenses, you can find research firms in these countries that provide specific spending data for the country or region in which they are located.

Problem 7:flash and SEO (Flash and SEO)

Website has flash will affect SEO?

Reply:

In general, Flash has a negative impact on SEO, because search engines can not index text-only content. However, Adobe recently released new technology to Google and Yahoo!, enabling these search engines to crawl and index text in Flash files.

Also, if you display content in flash format, such as images or video, you can simply mark Flash images with text that is recognized by search engines. For example, you can place HTML text around a flash image to identify its contents. You can also add relevant keywords in the title of the Flash page.

If you use flash files for navigation, such as buttons, you need to pay special attention. Although there is text on the button, the [search engine's] crawler treats it as an image, not a word. It is important to separate text and pictures in Flash.

Problem 8:PPC (Pay-per-click) and rankings (PPC and rankings)

How does PPC affect search engine rankings?

Reply:

Typically, your PPC ads should complement the search engine's natural rankings. But if you're competing for natural rankings around hot, search-heavy search terms, you can use PPC to improve traffic from these search terms to your site.

Ultimately, if you can get more search traffic to your site through PPC, and, in blogs and social media, around these words begin to be directed to your site, then you will see your ranking in these search terms rise.

Problem 9:seo (search engine Optimization) and website (SEO and Websites)

How long does it take to make a retrial/update on the website for SEO? The reality is that we do not do this often.

Reply:

Most of your SEO work should be done in front of the site during the design phase. After that, you need to develop a policy so that you can add a little bit of new and optimized content to the framework.

For example: These additional content can be blog posts, or use keywords to optimize the newsletter. Perhaps you will find a new word related to your business or search advertisement, and then update the meta data or content of your site and reflect the word.

Add at least one new element every few days to build your SEO strategy.

Question 10: ' Good enough ' results (' enough ' Results)

I've always heard that you're "good enough" on the first page of your search results. There's no need to pay more for the first line-it's just a waste of money. Is it true?

Reply:

The ranking of "good enough" depends on the keywords in the query. If the search term is your brand name, you should certainly be at the top of the natural rankings, or at least three.

If the search term is a non branded word but important to your business, it may be good enough to appear anywhere on the first page of [search results]. If the search term is a non branded word that helps your search strategy but is not important to your business, then you should try to appear on the first page of the search results. If you're on the second page, it's not a huge loss.

Issue 11: Return on Investment in natural search (Organic search ROI)

Is there a measure of the return on natural search investment?

Reply:

The ROI of natural search clicks varies greatly depending on your industry and keywords. Instead of looking for an external benchmark, it's better to set up your budget for natural search, first to decide what the source of revenue is from these clicks.

Do you have a large potential source of income for people who are looking for your site in natural search results? It makes sense to invest in SEO to improve your natural search results. In general, SEO has the best possible return on investment because it is a low-cost approach.

If your site has been optimized, a little bit of careful action-such as a viral video with a lot of attention and links-can bring in a lot of extra search traffic.

Question 12: Click and Page view (clickthroughs and pages views)

Our Google budget has been cut down completely. Can you recommend a way to bring more clicks and page views in addition to the natural rankings?

Reply:

If your site has been optimized for natural search rankings, but you don't have the budget to do paid search ads to get extra clicks, there are plenty of other marketing channels available to attract visitors to your site and let them make worthwhile moves.

For example, you can promote the email news list and get the visitor's email address. This gives you a way to keep in contact with them and promote your recommendations or new content so people can return to your site again. Alternatively, you can participate in relevant social media channels, such as posting comments behind a forum or blog post, and triggering traffic to your site. You can also launch a viral marketing campaign, or share the content of related blogs, and also generate links to return your pages.

Question 13: Average return on investment (Average ROI Lift)

We have recently done keyword search optimization, and have added these words to our newsletter (copy), derivative promotional materials (collaterals), and so on. I wonder if our return on investment is comparable to that of other big companies. Can you suggest an average ascension so that we may comprehend this activity?

Reply:

Again, your return on investment will depend on your own internal benchmark. You have to decide on the marginal profit you get from the natural search results in the clicks and conversions.

However, in general, according to the marketing staff we surveyed, they had a 38% increase in search traffic after six months of searching for optimized activity.

Question 14: Blog (blogs)

From the perspective of the search engine, what is the role of the blog in marketing strategy?

Reply:

Blogging can be a myriad of fragments of your search marketing strategy. Blog posts create new, keyword-rich content streams that often generate links from other sites to your site.

However, you must properly implement your blog strategy to get the best results. First make sure that you develop a blog team that understands why and how to write, and what keywords to sow in the content. Then make sure that you keep updating the content to get the attention of search engine crawlers and searchers (people).

Question 15: Competition for search terms (Term competition)

When you are in a competitive niche market (niche), and good search terms have been well optimized by competitors, what would you do?

Reply:

The first step is to make sure that the impact is maximized for the clicks that have been obtained from the search term. This means optimizing your landing page (landing page):

-Monthly Search marketing expenses $25000 to $100000+ 's marketers, more than 60% said that optimizing the page for post click Conversion is the most effective way to counter keyword price increases.

-$25000, more than 40% of marketers who search for marketing expenses every month say that optimizing the post-click transformation is the most effective approach.

Next, you have to work hard to find the keyword in addition to the hottest, most searched search terms. The following three practices are the most effective way for a search agency to address the high price of a keyword:

Approach: Analyze Web log files for high conversion keywords

Practice: Research Long search phrases

Practice #3: On a variety of keywords, the implementation of internal Web site search analysis