Expert ideas: Quickly improve sales of search marketing skills

The search engine marketing strategy expert at the shop.org annual summit this week gave tips to help online retailers increase revenue in the short term. Here are some of their suggestions.

? Use negative keywords in Pay-per-click search marketing business, said Ken Jurina, founder and president of Web design company top Draw and search marketing company Epiar.

By using negative keywords, marketers can let search engines not display paid search ads when shoppers search for keyword phrases that contain negative keywords. Our goal is to eliminate unnecessary ad hits.

For example, using a generic negative keyword such as "charge" would prevent many shoppers who simply look for free products. This effectively reduces the irrelevant clicks that do not produce conversions.

?“ Add customer comments to products on the product page, "said Brian Klais, chief operating officer of Netconcepts, a search engine optimization company." In fact, retailers should post customer comments on product pages that have been proven to increase the flow of 250% of keywords. ”

Klais also suggests that retailers should use brands, short-term URLs to identify web pages and organize page titles by category/product/brand to improve keyword traffic.

?“ Use the location query, "said Bill Leake, Apogee's search marketing chief. Leake points out that online URL queries can often generate a lot of traffic. Of the top 25 retailers in the 500-strong web retailer's guide, 16 retailers have physical stores and use online location queries.

However, despite the availability of useful online space location queries to promote and attract shoppers, only two out of 16 retailers have a call to action chart in their location query system, he added.

?“ Focus again on the home page, "Amanda Waltington, chief executive and owner of profit search at the city Square, said," The homepage is graphic-intensive, but it's not clear about search engines and user keywords. "

Waltington suggests that there are ways to optimize the homepage of the search engine, such as inserting keyword-rich content above the page, such as Back-to-school specials-The scooter and features homecoming and prom dresses.

After editing this article will be included in the "business of the operator-Web business Success" expected publication date December 2009