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Your Marketing Budget Between SEO and PPC

Posted by peterzmijewski | Filed under Seo Techniques

SEO is more sustainable but often takes a long time to show results.PPC on the other hand can get you customers right off the bat.But this strategy requires you to keep spending money for every newcustomer.If you stop advertising,you stop seeing new customers.We asked several industry experts to chime in with their perspective.

Here are some valuable opinions.

*Know your industry
The answer to the question ‘SEO or PPC’ depends on what your website does,your marketing budget and the competition in the space.If you are in a very niche industry with an established authority,your chances of succeeding with SEO are pretty high and so you may not really need PPC.On the other hand,if you are entering an already mature market,then it is a good idea to distribute your budget between SEO andPPC.In a mature market,pay-per-click advertising is also good way to understand the best performing keywords. This can help in strategizing for SEO later.

*Understand your brand and audience
Not all websites and businesses can work well on both SEO and PPC.For example,if you have an innovative product or service that people are not searching for then SEO is out of question,since there reallyisn’t any body looking for the keywords you rank for.On a similar note,if your product has really low margins,then PPC may not be a choice since you tend to lose more money than you can make.He says when businesses understand their brand and audience;they can create effective content strategies that are crucial toSEO. However,while the return on investment can be pretty easily measured in the case of PPC,it is not easy with SEO.This is especially true in the initial stages of your business,since the returns from search optimization are visible only over the long term.

*Start SEO right out of the gate
Bootstrapped startups that want to gain traction often feel the urge to put off their SEO plans while they bring customers through PPC.He recommends businesses to start off on SEO right out of the gate,“Make sure in development the site is technically flawless,and the topics and relevance are robust.Get people (and websites) talking about you,which in turn will generate links and appeal to other Google signals,”Sebald says.PPC,he says,should be the focus between the time the site launches and when natural traffic starts to grow.

*When in doubt,use PPC
Often startups are not sure about the keywords to target or the ROI from various marketing channels.He recommends starting with a small budget of around $500 and a bunch of “broad keywords” allowing the campaign to run with little tweaking or testing.This way,you will be able to identify the top-performing keywords and messages that can be used to optimize the site for SEO.Bentz,however,points out that in the case of services or B2B,the cost per clicks could be extremely high.In such cases,it is better to focus on SEO instead.

*Don’t forget remarketing
No matter how good your pages are from an SEO and PPC perspective,not all of your targeted customers buy from you the very first time.Depending on your niche,you may need several rounds of marketing communication to get customers to open their wallets.Other times,you may need to target customers periodically depending on the life cycle of your product.For instance,if you offer car servicing,it is a good idea to reach out to customers every six months when it is time for servicing.One way to remarket is through email marketing.

This short-step process should help get you started.

1.Run a short PPC campaign to identify keywords that convert and to validate your business.

2.Use the keyword data to develop an on-site search optimization strategy right from launch.

3.Use a portion of your monthly marketing budget to invest in off-site SEO

4.Launch a comprehensive PPC campaign to start attracting customers from launch date until natural traffic moves up.

5.As your site moves up the organic rankings,tweak your budget allocation to reduce PPC spend and increase the spending on SEO and other organic marketing strategies.

6.Remarket to past visitors to improve conversion and trigger repeat purchase.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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You’re Undermining Your SEO Efforts

Posted by peterzmijewski | Filed under Seo Techniques

If you’ve invested in driving traffic to your business through organic search optimization but have not been getting tangible results,you could actually be undermining your SEO efforts.If this is the case,you want to watch out for possible areas in your marketing efforts that could end up turning your search marketing strategy ineffective.

1.You don’t measure tangible metrics
We measure SEO efforts and results for a reason.Insights and data collected from measuring the right metrics will give you knowledge of where to make necessary changes in your strategy,and learn how your efforts are performing against your expectations. But this will only happen if you’re measuring the right metrics.Most marketers still fall into the very tricky trap of measuring intangible metrics like page rank,website visits and other metrics such as Domain Authority.Don’t get me wrong,while all these are great metrics to track,and are indications thatyour campaign is progressing towards its goal,they don’t necessarily translate into sales or cash.

2.Your content disappoints your visitors
This holds true,the fact remains that content is the backbone of SEO and the reason is simply because your visitors are seeking value.You should deviate from just creating content to fill the void to actually creating content that enriches the lives of your users. While what classifies exceptionally great content might be harder to prove than it sounds,content leaders actually experience better business growth.

3.You’re practicing stale SEO tactics
You should think beyond placing priority on keyword score and focus on content that actually rewards your visitors for their time.Gone are the days when backlink counts and keyword scores are the bread and butter of organic search success.Only real content will get ranked and poor quality websites–regardless of the number of backlinks–will struggle to make it to the first page.

4.Your audience doesn’t come first
Putting the audience first in your SEO strategy alone can help you overcome the most common SEO traps.While this might seem like a lot,there might be no way around it.Jeff says,”conducting surveys and research into the demographics of your audience should not be limited to social media marketing.For successful SEO campaigns,marketers must include learning about the needs of their audience as a strategy.This should be the foundation on which the rest of the campaign is built.”

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Your Website Can Have a High Bounce Rate

Posted by peterzmijewski | Filed under Seo Techniques

*What’s Bounce Rate Again?
As a refresher,bounce rate refers to the percentage of visitors that leave your website (or “bounce” back to the search results or referring website) after viewing only one page on your site.

There are a number of reasons your website can have a high bounce rate.Let’s review common ones and how to fix them.

1.Slow-to-Load Page
SEO you should be focused on it anyway.Google wants to promote content that provides a positive experience for users,and they recognize that a slow site provides a poor experience.If your page takes longer than a few seconds to load,your visitors may get fed up andleave.Fixing site speed is a lifelong journey for most SEOs and webmasters,but the upside is that with each incremental fix,you should see an incremental boost in speed.

2.Self-Sufficient Content
In some cases,the user will get everything they were looking for from the page on your site.To determine whether bounce rate is nothing to worry about,you’ll want to look at the Time Spent on Page and Average Session Duration metrics in Google Analytics.If the user is spending less than a minute on the page (which may be the case of a properly optimized landing page with a quick-hit CTA form),consider enticing the reader to read some of your related blog posts after filling out the form.

3.Disproportional Contribution by a Few Pages
If we expand on the example from the previous section,you may have a few pages on your site that are contributing disproportionally to the overall bounce rate for your site.Google is savvy at recognizing the difference between these.So if your single CTA landing pages reasonably satisfy user intent and cause them to bounce quickly after taking action,but your longer-form content pages have a lower bounce rate,you’re probably good to go.

4. Misleading Title Tag and/or Meta Description
Ask yourself:Is the content of your page accurately summarized by your title tag and meta description?If not,visitors may enter your site thinking your content is about one thing,only to find that it isn’t,and then bounce back to whence they came.Whether it was an innocentmistake or you were trying to game the system by optimizing for keyword clickbait (shame on you!),this is,fortunately,simple enough to fix.

5.Blank Page or Technical Error
Take a look at the page from your audience’s most popular browser and device configurations (e.g. Safari on desktop and mobile,Chrome on mobile,etc.) to replicate their experience.You can also check in Search Console under Crawl > Crawl Errors to discover the issue from Google’s perspective.Correct the issue yourself or talk to someone who can—an issue like this can cause Google to drop your page from the search results in a hurry.

6.Bad Backlink from Another Website
It’s possible you could be doing everything perfect on your end to achieve a normal or low bounce rate from organic search results,and still have a high bounce rate from your referral traffic.The referring site could be sending you unqualified visitors or the anchor text and context for the link could be misleading.Sometimes this is a result of sloppy copywriting.The writer or publisher linked to your site in the wrong part of the copy,or didn’t mean to link to your site at all.Start by reaching out to the author of the article,then the editor or webmaster if the author doesn’t have the ability to update post-publish.

7.Affiliate Landing Page or Single-Page Site
If you’re an affiliate, the whole point of your page may be to deliberately send people away from your website to the merchant’s site.In these instances,you’re doing the job right if the page has a higher bounce rate.A similar scenario would be if you have a single page website,such as a landing page for your ebook or a simple portfolio site.It’s common for sites like these to have a very high bounce rate since there’s nowhere else to go.

8.Low-Quality or Under Optimized Content
To be frank,visitors may be bouncing from your website because your content is just plain bad.Take a long,hard look at your page and have your most judgmental and honest colleague or friend review it (ideally,this person either has a background in content marketing or copywriting,or they fall into your target audience).The other possibility is that your content is poorly written overall or simply isn’t something your audience cares about. Consider hiring a freelance copywriter or content strategist who can help you revamp your ideas into powerful content that converts.

9.Bad or Obnoxious UX
Are you bombarding people with ads,pop-up surveys,and email subscribe buttons? CTA-heavy features like these may be irresistible to the marketing and sales team,but using too many of them can make a visitor run for the hills.Is your site confusing to navigate?Perhaps your visitors are looking to explore more,but your blog is missing a search box or the menu items are difficult to click on a smartphone.

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Shrewd Moves for Entrepreneurial Success

Posted by peterzmijewski | Filed under Seo Techniques

You need to give your business the needed time and attention necessary for growth in a highlycompetitive industry,if you want it to survive.Impatience for the business to bloom,before setting sail on another business,is a strong factor responsible for business failure.Start and build a profitable and sustainable business that will still be standing a long while.

1.Network and make solid business connections
As an entrepreneur in the 21st century who wants to succeed and stay afloat in business,you need a strong network of high net-worth,influential connections in your environment orstate.You can easily do this by reaching out more through corporate events,getting involved in partnership deals,and forming alliances to promote other stronger brands than yours.

2.Hire only necessary staff
You do not have to hire people you do not need and create an unnecessary work station.You will likely spend more than you bargained for,paying for running costs and other recurrent expenditures.So,by the time you add that to the cost of paying extra staff,your financial base will be in a mess.You need all the good hands necessary on staff,and you could source out other jobs to freelancers.

3.Capitalize with online marketing tactics
This may look like flogging an already dead horse,but some startup entrepreneurs have still notunderstood how obsolete it is to be solely running a brick and mortar business in the 21st century.Any startup entrepreneur that knows,wants to go far,and maximize profits will readily take his business online.But the smart ones won’t stop there.

4.Maximize the social media
The simple answer is that lots of startup entrepreneurs still don’t understand how powerful social media is your performance and visibility on social media can earn you much more patronage than your larger competitors.The social media alone could determine how successful your startup will be to a very large extent.So now is the time to learn the ropes and make the most of it.

5.Keep it simple
At the initial stages of a business,you will doubtless be bursting with ideas.The key is to growgradually.You need to put the necessaries in place such that the business is ticking and basically efficient,then as your customer base expands you introduce new innovations.This way you don’t invest in something that turns around to bite you.

6.Encourage competition
There are many reasons why competition is good for business.What keeps you on your toes constantly as an entrepreneur is competition.Competition moves your business forward.It is a very healthy way of testing the popularity of your product in the market.Competition will enable you to stay ahead by building and growing your own brand.The competitive advantage that a small business has is enough to be a saving grace in times of financial hardship.

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Google’s Mobile-First Index & Death Of Desktop SEO

Posted by peterzmijewski | Filed under Seo Techniques

It’s going to change the way that your site gets ranked in the search engine results pages (SERPs).There are a things you need to know about the mobile-first index so that you can optimize your website accordingly.

*The mobile-first index
It uses a bot to surf around your site like a real visitor and follows links on your pages.For starters,your website might present a completely different display to mobile users versus desktop users.In some cases,links that appear on the desktop version of your site might not appear on the mobile version.Keep in mind also that Google uses a number of ranking signals to determine where your site should land in the results list.

The bottom line–when performing search engine optimization (SEO) for your site,start with optimizing it for a mobileaudience.That’s the prime directive now.

*Google using a mobile-first index
If you’re wondering why Google is switching to a mobile-first index,the answer is simple.Mobile is everything.For starters,the number of mobile users surpassed the number of desktop users a couple of years ago.If anything,Google is late to the game.In addition to that,Google says that there are more mobile searches than desktop searches.So it makes perfect sense that its bot should crawl pages as a mobile user.

*You don’t have a mobile site
The Googlebot will crawl the desktop version of your site just fine,even though it’s using a mobile user agent.That means your site can still be indexed.Free advice,though–you should definitely switch over to a responsive template.In this day and age,anyone who’s serious about making a statement online needs a website that adapts to a mobile platform.

*About expandable content
This is a new development.Putting content under a read more link used to result in that content not getting indexed by Google.With this mobile first index,things have changed.Google understands that expandable content makes much more sense on a mobile platform because of limited screen real estate. That’s why the company won’t punish webmasters who take advantage of those design features.That’s a big win for UX and SEO!

*Mobile-first indexing change rankings significantly
Said that mobile-first indexing shouldn’t result in a significant change in the rankings.They added that it’s too early to tell,though.Certainly,if your site isn’t friendly to a mobile audience,you shouldn’t expect it to rank well for certain keywords.

*The mobile-first indexing begin
Google has already started rolling out the mobile-first crawler.Unfortunately,Google won’t give a specific date about when the rollout will be completed.That’s because the company is still testing the code.it will roll out more and more searchers over time as it gains confidence that the mobile user agent crawl is working well.

*You see what the mobile-first Google crawler sees
The screen that appears gives you the opportunity to crawl your site as the Googlebot and see what it sees.To see it as a Googlebot using a mobile user agent,you’ll need to select “mobile smartphone” from the drop-down menu next to the “Fetch” button.Click the “Fetch and Render” button and the tool will show you exactly what the crawler sees as it touches your website.That will give you a good idea about how mobile-friendly your site is.

*Two indexes going forward
Google will move to only one index.Unsurprisingly,that will be the mobile index.During the rollout period,though,there will be two indexes–the mobile index and the desktop index.A small subset of users will see results from the mobile index,while other users see results from the desktop index.The reality is that people will have no idea which index they’re seeing results from.

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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You Need To Know About Google’s Recent ‘Phantom’ Update

Posted by peterzmijewski | Filed under Seo Techniques

The reason some have been referring to it as the “Phantom Update” is because there was no advance warning with this algorithmic revision,and Google wouldn’t readily admit to it either.It did confirm it eventually,but wouldn’t provide a lot of specifics on the changes.Google may try to play it down,but the overall impact appears to be significant.By developing high-quality content and websites,you can continue to rank for your terms and drive traffic to your site.

Let’s take a closer look at what you need to know about this update.

*Don’t panic!
If you’ve been consistently producing content with the best interests of your target users in mind,you’re still on the right track.There’s no need to make any drastic changes to your strategy.If you do happen to see a decline in your organic search traffic,however,there may be a need to address some of your on-page SEO.

Here are several important things to keep in mind:

*Duplicate content and redundant articles are a no-no.
*Avoid creating thin content.
*Prioritize user experience.For example,too many ads on your site can create a negative visitor
experience and have an undesired impact on your rankings.
*Your content should be trustworthy.Visitors that land on your site should feel comfortable giving you their credit card information.
*Are you exercising quality control with your content?Your articles should be free of spelling and factual errors.

This is just a quick overview of what Google expects from you as a content creator.From a userexperience perspective,it makes a lot of sense.

*It’s all about content
Content is really all we’re talking about here.If you’re still trying to catch your breath from the
previous mobile-friendly update,that’s all good and well,but if you’re already caught up in that regard,then the issue to address now is content.There are some theories out there about this being a domain-level penalty.In other words,if Google finds low quality content on your site,it’ll demote your entire website.However,this is merely speculation.If your website happens to have a significant amount of “low quality”content on it,then you may see a considerable decrease in organic traffic.This wouldn’t necessarily indicate a domain-level demotion,because it could be just your lower quality content that’s being affected.This would explain the overall decrease in search rankings and traffic.

*Build trust
Think about what Google is looking for when it is crawling your content.The search giant wants to seeoriginal,trustworthy,error-free,visitor-centric,value-adding,comprehensive,substantial content.As a website owner,it’s a long-term play,but you have to be willing to invest the time and not cut corners.You can build towards becoming a recognized authority on a subject,but this is not done by guessing at what SEO plays are going to generate your next viralarticle.This is done by paying attention to the real human needs that exist in the online world.Future updates are going to take this human element into account more than anything else.

*Final thoughts
Google rolls out hundreds of minor changes every single year.Some are major and can have a significant impact on your website’s rankings–sometimes without you even being aware of it.If your low quality content has been affected,it’s time for a new strategy.Quality signals aren’t anything new,but you can rest assured that Google is only going to clamp down on inferior content with greater force in times to come.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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