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20th
AUG

Optimize Your Organic Keyword Presence – Use KeywordSpy

Posted by peterzmijewski | Filed under Peter Zmijewski

Peter ZmijewskiBuilding a website is as easy as ABC and even a newbie can do it without getting extensive help from anyone. Making and maintaining its online visibility is another question and it sure is a tough one.

An aesthetically appealing design on your website can definitely catch the attention of users, however, without proper optimization, your efforts to make a creative website theme is useless if no one will reach your website to take a look at it — this is where SEO (Search Engine Optimization) comes into play.  SEO plays a very significant role in boosting your website’s visibility in search engines.

Surveys conducted by various companies show that majority of web users/searchers usually do not go past the first two or three pages of the Search Engine Results Page (SERP), but with the proper application of SEO techniques, a guaranteed visibility of your website is in the bag.

Now the challenge is: How will you optimize your website to make it more visible online?

Of course one can always get help from companies offering expert SEO and PPC services, however, if you are operating a small business with only a limited budget allocated for online advertisement campaigns, this is not a viable option.

So, how will you compete with huge companies that are investing millions and millions of dollars if you are just starting your online campaigns?

Simple! Take advantage of your competitor’s organic keywords! Organic Keywords, also known as natural keywords, are those that appear naturally on your website and are the ones responsible for the free traffic a site generates via popularity rank in a search engine’s result pages.

The most significant factor that has to be considered in setting up an organic keyword campaign for a website is keyword relevance in relation to the website content and target customers.  For example if your site is selling insulated pants with the brand name “HeatPants x5”, and provided that the brand name is not yet well known as it is a relatively new release, then it should be noted that keyword selection for this scenario should not only involve the brand name itself but the more common search strings that potential customers will most likely use – in this case it is “insulated pants”.

Therefore, in order for you to take advantage of organic keywords, first, you have to identify what those keywords are, especially the keywords used by your competitors in their advertising campaigns. For you to determine these keywords, you need an efficient keyword research tool.

With the above SEO tip mentioned, it is imperative that you use a tool that will help you optimize if not maximize your organic keyword campaign. This is where KeywordSpy comes into the picture.  With KeywordSpy you can discover your competitors’ organic keywords which you can use to position your ad much better.

Here’s how it works:  by spying on your competitor sites’ organic data, KeywordSpy continuously suggests effective organic keywords so you’ll know and you’ll be able to visualize which keywords are effective for your campaign.

KeywordSpy also offers the following two key features: Competitive Intelligence and Keyword Research.

Establishing better website traffic and increased profits are within your reach. Start improving your SEO results by using KeywordSpy today.

Peter Zmijewski is the founder and CEO of KeywordSpy.com . You can find more information about him at PeterZmijewski.com .

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18th
AUG

Your Guide to Dynamic Keyword Insertion

Posted by peterzmijewski | Filed under Peter Zmijewski

Peter ZmijewskiAn advanced feature that can help make your ad more relevant to a diverse audience is using “Dynamic Keyword Insertion”. Dynamic Keyword Insertion is sometimes referred to as the “dirty little secret” by PPC marketing agencies and the cornerstone of most internet marketing eBooks written by self proclaimed gurus. We need to fully understand Dynamic Keyword Insertion before implementing this feature in our campaigns and seeing it increase the ad’s click through rate as well as quality score.

This feature can be used with any text-based ads but should be used with care. Take your time to learn keyword insertion before implementing this technique to your account.

WHAT EXACTLY IS DYNAMIC KEYWORD INSERTION?

As we may or may not know, major PPC engines would show your keywords in bold letters in your ad as a reward for the relevancy of your PPC advertisement. Example: If you type keyword “Guitar sale” in the Google search bar, you will get results from Conrad-int.com. On the PPC ad, you will notice that the keywords searched by the user which triggered the ad are in bold, not only in the title, but the ad copy and the display URL as well. This will definitely pull a searcher’s eye, increase your click through rate (CTR), and also your quality score. This simply means that when your ad contains keywords that are bold, you are telling the user or the searcher you got the information they want to see or what they are looking for.

You may still be wondering where dynamic keyword insertion comes in here. It comes in when you have to use a lot of keywords for your ad. You could create individual ads for each keyword which will take a lot of your time, effort and of course money, or you could just write a single ad and let Google, Yahoo or MSN insert the keywords dynamically for you.

Allow me to give an example of what it is I’m referring to here: (we’ll take into account only a few keywords just for this purpose) Old Cars, Cheap Cars and Used Cars. Instead of writing individual ads for each keyword, we will just use some codes to let major search engines insert these keywords for us. In your ad group “Cars” you can create the following code: (Your ad group should also contain the keywords: Old Cars, Cheap Cars and Used Cars)

  • Buy {KeyWord: Cars}
  • We Sell {KeyWord: Cars}
  • Free Maintenance for 1 Month
  • brookcars.com/{KeyWord: Cars}

Depending on the keywords the users are searching, your ad will show up like the following:

Sample Query 1: Old Cars

Sample: Ad: Buy Old Cars

  • We Sell Old Cars
  • Free Maintenance for 1 Month
  • Brookcars.com/OldCars

Sample Query 2: Cheap Cars

Sample Ad: Buy Cheap Cars

  • We Sell Cheap Cars
  • Free Maintenance for 1 Month
  • Brookcars.com/CheapCars

As you can see when someone searches and types in the keyword for your ad group, your ad will show up in that manner except when a user searches for a variation of your keyword or a broad match of your keyword, you will see that the default text will show up. The default text is the text after the “{Keyword:” in your default ad. Remember your default text should still fit the maximum characters limit.

As you have noticed, keywords can be inserted dynamically into any part of your ad, including the destination URL. With this, searchers right away see what you are offering and will click on your ad seeing that it is relevant to what they’re looking for.

VARIATIONS AND CAPITALIZATIONS

There is a standard format in inserting keywords, this is {keyword: yourdefaulttext}. There are also variations to the standard format. In this case you can choose which letter of the keyword to capitalize.

These variations are as follows:

·         keyword          – old cars

·         Keyword          – Old cars

·         KeyWord         – Old Cars

·         KEYword          – OLD cars

·         KEYWord         – OLD Cars

·         KeyWORD       – Old CARS

·         KEYWORD       – OLD CARS

CONCLUSION

In conclusion, this feature is very helpful but one should be very careful when using this. There are several ways that you can manipulate this feature. An example would be getting the correct keywords for that specific ad group, meaning you should know what the similar and related keywords for your ads are. There are many ways for you to find out what these keywords are and the best way is by using a keyword research tool such as KeywordSpy whose feature includes giving information on similar and related keywords of your keyword of choice. Other helpful analytics such as ROI values are also provided by KeywordSpy which will help you filter out the best keywords for your advantage.

Now the challenge for you is to create a better, more dynamic ad. Just also bear in mind that all your ads should follow the search engine’s advertising policy.

Peter Zmijewski is the founder and CEO of KeywordSpy. You can find more information about him at PeterZmijewski.com

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11th
AUG

How PPC Will Later Translate To SEO

Posted by peterzmijewski | Filed under Peter Zmijewski

PPC is an effective way to get leeway for the launch of a web business. For a startup strategy, it clearly has the edge over SEO, as evidenced by these facts:

  • PPC traffic has the ability to convert at 2.03%, as opposed to natural traffic, which converts at 1.26%
  • PPC visitors have been recognized to spend about 10% more money on sites than natural visitors.
  • PPC visitors remained on sites 29% longer than those who came to the site organically.

However, as it can be costly in the long run, one must consider implementing more SEO strategies later on to offset such costs. In this article we discuss the factors that can drive the transition from the position-establishing and trailblazing concept of website PPC to more inexpensive but trickier website SEO.

Not All Keywords You Use Will Be Worth It
Keyword tools are very useful when trying to identify terms that will make a website stand out. You will, at first, incorporate the keywords shown by these tools. However, you have to realize that you face stiff competition, if you try to bid for certain terms immediately and without planning.

Identifying PPC metrics for keywords will go hand in hand with your corresponding SEO campaign. There will come a point wherein you will curb spending for PPC and focus instead on organic metrics to get your site noticed. In that case, you would select the high converting keywords on PPC and include them in the organic content of the website so that the website will have more clicks without you having to spend for them this time around.

Long Tail Keywords
In a way, the idea of long tail keywords has something common with the above mentioned element. Initially and ideally, you will start with a PPC keyword campaign employing the broad match type. But further on, as you research the search engines, you will see that your campaign will be ranking for certain long tail keywords. You must then take these keywords in account for your strategy, in order to have other options for SEO exposure.

For example, you entered a broad match campaign in Adwords for “cheap cycle parts”. After a month, you then either or Google, or lookup your domain on a keyword tool, and notice that your ads are getting high traffic for “cheap polaris atv parts”. This could only mean that this keyword phrase is getting search traffic to your site. Therefore, you could use it to organically optimize your site through strategic inclusion in the site’s content.

In other words, after undertaking broad match PPC strategy, you are able to narrow down the long tail searches you can possibly use for your campaign, by showing you the long-tail keywords that have converted for your advertising campaign.

Meta Descriptions
If done creatively, meta descriptions will not only place your website high in the rankings of search engines, but it will also get your website a high clickthrough rate no matter your position. While the first result will usually grab the most attention, the corresponding results can be viewed too if they have a description that can grab the attention of the searching party.

Indeed, running and testing your PPC campaign will eventually help you find out the ad-keyword combinations that are driving traffic to your site. And identifying them will make you later incorporate them in the meta description for your page, to be able to help it be located in the search engines while lowering your overall spending for PPC.

SEO by Quality Score
With PPC you also later get to know the quality score for keywords that you use. Quality Score would be the metric linking a website to the relevancy of the keywords and ads used for it, and its clickthrough rate (CTR), or the clicks a site gets per impression of its ad. This metric, while subjective, can still give you a healthy opinion on what keywords are relevant to you site; and with this idea, you can target the people who you want your site marketed to.

In the end, a successfully converted campaign from mostly-paid to eventually-free will pay off when the transitional factors are attended to. It’s a concept steeped in logic, really; but many aspirants tend to overlook it and end up putting out more or less effort in doing their campaigns. So make sure you know your campaign inside out and pay special attention to the factors that you think can be less paid-for in the course of your marketing/optimization quest.

Peter Zmijewski is the founder and CEO of KeywordSpy.com . You can find more information about him at PeterZmijewski.com

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