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This gives an idea about Search Engine Optimization and marketing related topics

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									            Search Engine Marketing

SEM stands for “search engine marketing.” It is the process of gaining
traffic from or visibility on search engines. The phrase is also
sometimes shortened to “search marketing.”

SEM is an umbrella term that covers two broad areas:

•    Gaining traffic through free SEO efforts

•    Gaining traffic through paid search advertising

Search engine marketing is a simple method to take your site higher
in search engine rankings. At Comet SEM we use different methods
to popularize your site in search engines. When we perform the work
on your site, we first study and analyse what parameters of your site
need to be adjusted and re-designed. Search engine marketing is all
about attaining high rankings and we do our best to make sure that
you site ranks highly and even more importantly, gets a great
increase in traffic!

You may have an incredible site with great design and content, but if
no one knows about it then the all your great time and effort you
have put into the site will have been for nothing. If you want to be
ranked by the search engines for a particular keyword then you have
to tell them very loud and clear that you have an incredible website
and you are doing really well. The search engine marketing campaign
that we implement for your site contains all the elements that will
help in optimizing your site in search engines.

At Comet SEM we provide different services like:

•    Search Engine Optimization
•    Pay Per Click Advertising

•    Affiliate Marketing Campaign

•    Content Management

•    Website Design/Development

•    Organic Search Engine Optimization

Come to us and we will sit with you and discuss what needs to be
done for the search engine marketing of your site. It is vital that we
actually ascertain what factors can work for your site, as all sites are
different and different factors needs to be optimized. Our team at
Comet knows how to find out what needs to be done to optimize
your site on the web.

Here at Comet we provide the search engine marketing services that
will help you realize your online goals and targets. We completely
manipulate your website and make it exactly the way search engines
want to see it. We also place your site in places where search
engines can easily spot you on the web. If we can work together to
get all of the various factors of your site to come together in perfect
alignment we can be certain that your website will attract the
attention of the search engines and certainly win their favour.

Search engine technology doesn’t sit still. In fact, it is quite the
opposite. Search engines change their algorithm monthly and what
worked for your site six months ago might not work today. This is
why companies that offer a “one shot deal” cannot provide adequate
services for your business. As the search engine algorithms change so
do we. We have to constantly canvas the web to see what the latest
trends for excellent rankings are. Once we have identified a new
trend we apply it to every customer’s website we have. We have to
update both our customer’s websites and our techniques in order to
be successful.

At Comet, we are search engine technicians and writers but most of
all we are your virtual 24 hour sales force that never sleeps because
once we optimize your site it works around the clock to make you

Search engine marketing is the practice of marketing or advertising
your web site through search engines, like Google, Yahoo or MSN.
Search engine marketing (SEM) may consist of one or more of the
following components:

•     Organic Search Engine Optimization (SEO) - Search engine
optimization is the practice of applying techniques to maximize your
ranking in organic, or natural search results. Organic search results
are the rankings of Web pages returned by a search engine when you
search for a specific word or phrase - a "keyword" or "keyword

•     Pay Per Click Advertising (PPC) - Ads you place for your website
with a search engine, such as Google or Yahoo. You bid the amount
you are willing to pay per click. The more you bid, the higher your ad
will appear in the search engine results. Google Ad Words has
implemented an additional factor in where your ads rank that is
based on the relevancy or importance that Google places on your
site, which is very difficult to manipulate.

You can also use pay per click advertising to your advantage on your
own site. For example, you can make money with Google AdSense
and other similar programs.
•     Pay For Inclusion (PFI) - In addition to search engines, like
Google, Yahoo and MSN search, numerous directories also exist on
the web. These directories may be general in nature or related to a
specific topic. You can get free listings in some online directories, like
DMOZ but most directories now charge for a listing. Verizon's
SuperPages is an example of a PFI directory. Another example of a
major directory is again, Yahoo. Yahoo Directory, which is separate
from Yahoo search, is described in Yahoo's own words as: Subject-
based directory listing websites in a wide range of topics, from arts,
entertainment, and society and culture, to science, education, and

Why is Search Engine Marketing Important?

You may or may not decide to make search engine marketing part of
your marketing and advertising strategy. If you don't have a Web site
for your business and don't plan to ever have one, you certainly
wouldn't need search engine marketing. However, in today's
business climate, nearly all business are expected to have a website
and most do.

Search engine marketing is used as a way to get traffic to your
website, which in turn should ideally lead to getting new customers
and adding to your home business revenues. Compared to other
means of marketing and advertising, search engine marketing can be
very cost effective. For example, you could implement some search
engine optimization techniques on your own. Organic search
rankings are free, so if you can move yourself up in the rankings,
your traffic should increase, which, in turn, should increase your
home business revenues. Similarly, Pay Per Click Advertising can be
very inexpensive. Since you can set limits on how much you'll pay per
click and how much you'll pay per day, it's fairly easy to keep your
costs in line. Likewise, some Web directories - like DMOZ - allow free
listings, and others can cost as little as $30 per year.

How do I Measure SEM Effectiveness?

How you measure the effectiveness of your search engine marketing
program depends on what your objectives were when you started. If
your intent was merely to increase the number of visitors to your
Web site, you would determine if your SEM efforts were successful
by comparing your Web traffic statistics before and after you
implemented search engine marketing.

Be patient though, search engine marketing efforts may take
considerable time to boost your traffic. Although you can instantly
get your PPC ads running, if you are aiming at improving traffic
through SEO, it can be several months before you see solid results -
especially through Google. Likewise, if you request a directory listing
from DMOZ, your listing may not appear for 6 months to a year.
DMOZ is staffed by volunteers and, because DMOZ listings can have
a positive affect on your organic search rankings, it is arguably the
most popular and valuable free Web directory listing to get.

In addition to site traffic, you need to track your conversion rates.
For example, if, as a result of your search engine marketing efforts,
your traffic doubles from 250 to 500 visitors per month, how many
new customers did you acquire from the additional 250 visitors to
your site. Do you now have twice as many customers as you did
before? Probably not. If you picked up 5 customers your conversion
rate would be 2 percent of the new traffic (5 divided by 250) and 1
percent (5 of 500) overall.

Find ways to increase the number of visitors to your website, and
then find ways to increase the conversion rates of those visitors, and
you'll know exactly what it takes to make your search engine
marketing program successful.

Search Engine Marketing – Tips & Techniques

Search Engine Marketing is the art or science of making a web site
robot friendly. Search Engine Optimization is a term coined by search
engine marketing companies to make a site robot friendly by
including on page optimization ingredients such as using key word
phrases in the text, meta tags, HTML body text and file names. Then
address the off-page optimization issues by implementing a
reciprocal and one-way linking strategy between other popular,
relevant sites in your industry.

Search Engine Optimization Techniques:

Below are some recommendations to ensure your site is well
optimized and search engine friendly.

•    Plan and implement a site map strategy for your web site.

•      Plan and implement a managed linking strategy for your web
site. Link management is an on-going activity that needs to be
managed on a daily basis. You can buy third-party vendor software
packages to help you monitor reciprocal links or you may wish to hire
a professional Search Engine Management Service to manage this
task for you to free you to attend to the other aspects of running
your business since link management is an on-going activity that
should be managed on a daily basis.

If you’re developing a new site you’ll want to include these aspects in
the design of your site or if you already have a website, modify your
existing site to address these issues.
•    Evaluate the strengths and weaknesses of your website. Most
websites have internal weaknesses which when fixed will
automatically improve search engine ranking.

•     Evaluate and fix image file naming conventions. More and more
people are using image searches to locate web sites and we have
noticed a definite correlation between image and normal web search
results and ranking.

•    Ensure all meta tags on all pages are individually optimized.

•    Identify duplicate content issues and remove them.

•     Analyze keyword densities and optimize keyword phrases so
that they appear at the top, middle and bottom of your web pages.
Where needed, rewrite the text on pages to accommodate search
engine optimization keyword phrases.

•     After the web site has been made search engine friendly, wait
until Google indexes the site, analysis the results and make required
changes until you achieve the desired optimal optimization.

Marketing on the Web evolves with lightning speed, but one fact
hasn't changed in the past several years: It's still critically important
to enable your Web site to be found by prospective customers using
search engines.

Two recent studies have found that, in the past year, the percentage
of traffic driven to Web sites by search engines has nearly doubled.
The average Web site is now receiving between 13 and 15 percent of
its traffic from search engines, compared to 7 to 8 percent in 2002.
And that's just an average - many sites receive closer to 60 percent
or more of their traffic from search engines.
Search engine marketing techniques

Today, there are two main approaches to being found in search

Traditional Search Engine Optimization (SEO) - With traditional SEO,
changes are made to your site's content to increase the chances that
it gets ranked high in the search engines' editorial (unpaid) search
results. A thorough SEO campaign will include an analysis of your
site's design, technologies used, navigation and architecture to
ensure the search engines will be able to find it and index its content
into their gigantic databases.

Another important step in SEO is to determine which search terms
(e.g., words and phrases your prospective customers might type into
a search engine) are most appropriate to target. You want to select
terms that a large number of people are using, but that aren't so
competitive you're battling millions of other sites for position. Then,
the targeted search terms need to be worked into your site's content
in a way that doesn't try to "trick" the search engines.

SEO can be compared to public relations on the Web. The placement
you receive is highly credible, since it's an unpaid, editorial sort of
endorsement of your site. But results aren't guaranteed - for your
efforts, you might reap lots of high rankings, or you might not attain
much visibility at all.

Another analogy is that of "buying" site traffic rather than "leasing"
it. SEO allows you to "buy" traffic because the work you do to
optimize your site this month will probably still be driving traffic to
your site a year from now, even if you do nothing else.

Pay-Per-Click (PPC) advertising - With PPC advertising, you literally
pay for performance, with "performance" being defined as a click-
through to your site. Your site listing doesn't appear in the search
engines' editorial results; instead, it appears at the top, bottom or
side of the page under a heading that says something like
"Sponsored Sites." You bid for your ranking, and when someone
clicks on your listing, you pay the bid amount.

A PPC campaign should include bidding on at least the two biggest
players in the search engine business, Overture and Google. These
two search engines have partnerships with all the other major search
engines, so if you advertise on them, you'll be visible in probably 90
percent of search results in this country.

A variety of relevant search terms should be analyzed to determine
how frequently they're searched upon, as well as whether or not the
bidding is too competitive. The PPC system allows the advertiser to
write the title and description of the site that will be displayed -
ideally, a different title and description should be written for each
search term so that the campaign is highly tailored and targeted.

PPC can be compared to advertising on the Web, since you're buying
placement and have a great deal of control over it. However, savvy
searchers will know that it is, in effect, advertising and often skip
over it to the editorial search results.

Unlike SEO, PPC would be considered "leasing" site traffic rather than
"buying" it. PPC can be inexpensive when getting started, but you
have to keep paying over time. If your budget gets cut and you stop
paying, all your listings (and traffic) will disappear.

Which one should you choose?

So which search engine marketing technique is best for you? If you
need to choose one method over the other, here are some
Search engine optimization is probably your best bet if:

•    You want to spend some time on search engine marketing
upfront and have it pay off in the future on conceivably every search
engine there is around the world.

•   You have a budget to do some work now and want to save
money later on.

•    Your site is fairly simple, without a lot of complicated bells and

•    You can afford to wait a few months for results.

•     You don't want to have to manage or maintain anything on a
daily, weekly or monthly basis.

Pay-per-click advertising may be best for you if:

•    You want to get up and running quickly.

•   You have a promotion where you want to be able to turn a
campaign on and off.

•     You want to be able to test search terms or offers and quickly
see results.

•    Your site is search engine-unfriendly and you don't want to
invest in changing it.

•   You're only concerned with the top 10 or so search engines
Americans are using.

•     You're confident you'll have the budget to spend for the long
haul, and you have time to maintain rankings on a regular basis.
Keep in mind that there's not necessarily a need to choose between
SEO and PPC. Here are some strategies for using both of them either
independently or together:

•      Run a quick PPC campaign first while the lengthier upfront work
for SEO is being done. You can test search terms using PPC and see
which ones search engines seem to respond to the most, and use
this info when undertaking SEO.

•     Undertake SEO first, and if you're not happy with your rankings
for some search terms, supplement SEO with a limited PPC

•     Use them both together in an effort to be visible in as many
places as possible. If you appear twice on the same search engine
results page, congratulations! You've achieved a prominent listing in
the paid results section (PPC) to gain immediate visibility among
people moving through quickly and in the editorial results (SEO) for
anyone who may skip over the paid results.

SEO + PPC = strong ROI

Search engine marketing, like most things, is more complex than
meets the eye. But it offers many benefits, not the least of which is
that it tends to be one of the lowest-cost and highest-impact
marketing tools available. In these days of increased importance
placed on marketing ROI, that's a welcome thing.

If you'd like to learn more about search engine marketing, a wealth
of information is available at www.searchenginewatch.com and

In 2008, North American advertisers spent US$13.5 billion on search
engine marketing. The largest SEM vendors were Google AdWords,
Yahoo! Search Marketing and Microsoft adCenter.[1] As of 2006,
SEM was growing much faster than traditional advertising and even
other channels of online marketing.[3] Because of the complex
technology, a secondary 'search marketing agency' market has
evolved. Some marketers have difficulty understanding the
intricacies of search engine marketing and choose to rely on third
party agencies to manage their search marketing.


As the number of sites on the Web increased in the mid-to-late 90s,
search engines started appearing to help people find information
quickly. Search engines developed business models to finance their
services, such as pay per click programs offered by Open Text[4] in
1996 and then Goto.com[5] in 1998. Goto.com later changed its
name[6] to Overture in 2001, and was purchased by Yahoo! in 2003,
and now offers paid search opportunities for advertisers through
Yahoo! Search Marketing. Google also began to offer advertisements
on search results pages in 2000 through the Google AdWords
program. By 2007, pay-per-click programs proved to be primary
money-makers[7] for search engines. In a market dominated by
Google, in 2009 Yahoo! and Microsoft announced the intention to
forge an alliance. The Yahoo! & Microsoft Search Alliance eventually
received approval from regulators in the US and Europe in February

Search engine optimization consultants expanded their offerings to
help businesses learn about and use the advertising opportunities
offered by search engines, and new agencies focusing primarily upon
marketing and advertising through search engines emerged. The
term "Search Engine Marketing" was proposed by Danny Sullivan in
2001[9] to cover the spectrum of activities involved in performing
SEO, managing paid listings at the search engines, submitting sites to
directories, and developing online marketing strategies for
businesses, organizations, and individuals.

SEM methods and metrics

There are four categories of methods and metrics used to optimize
websites through search engine marketing.[10][11][12][13]

1. Keyword research and analysis involves three "steps:" ensuring
the site can be indexed in the search engines, finding the most
relevant and popular keywords for the site and its products, and
using those keywords on the site in a way that will generate and
convert traffic.

2. Website saturation and popularity, how much presence a
website has on search engines, can be analyzed through the number
of pages of the site that are indexed on search engines (saturation)
and how many backlinks the site has (popularity). It requires pages to
contain keywords people are looking for and ensure that they rank
high enough in search engine rankings. Most search engines include
some form of link popularity in their ranking algorithms. The
followings are major tools measuring various aspects of saturation
and link popularity: Link Popularity, Top 10 Google Analysis, and
Marketleap's Link Popularity and Search Engine Saturation.[11]

3. Back end tools, including Web analytic tools and HTML
validators, provide data on a website and its visitors and allow the
success of a website to be measured. They range from simple traffic
counters to tools that work with log files[10] and to more
sophisticated tools that are based on page tagging (putting JavaScript
or an image on a page to track actions). These tools can deliver
conversion-related information. There are three major tools used by
EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based
analytic programs WebSideStory's Hitbox; (c) transaction-based tool:
TeaLeaf RealiTea. Validators check the invisible parts of websites,
highlighting potential problems and many usability issues ensure
websites meets W3C code standards. Try to use more than one
HTML validator or spider simulator because each tests, highlights,
and reports on slightly different aspects of your website.

4. Whois tools reveal the owners of various websites, and can
provide valuable information relating to copyright and trademark

Paid inclusion

Paid inclusion involves a search engine company charging fees for
the inclusion of a website in their results pages. Also known as
sponsored listings, paid inclusion products are provided by most
search engine companies, the most notable being Google.

The fee structure is both a filter against superfluous submissions and
a revenue generator. Typically, the fee covers an annual subscription
for one webpage, which will automatically be catalogued on a
regular basis. However, some companies are experimenting with
non-subscription based fee structures where purchased listings are
displayed permanently.[14] A per-click fee may also apply. Each
search engine is different. Some sites allow only paid inclusion,
although these have had little success. More frequently, many search
engines, like Yahoo!,[15] mix paid inclusion (per-page and per-click
fee) with results from web crawling. Others, like Google (and as of
2006, Ask.com[16][17]), do not let webmasters pay to be in their
search engine listing (advertisements are shown separately and
labeled as such).

Some detractors of paid inclusion allege that it causes searches to
return results based more on the economic standing of the interests
of a web site, and less on the relevancy of that site to end-users.

Often the line between pay per click advertising and paid inclusion is
debatable. Some have lobbied for any paid listings to be labeled as
an advertisement, while defenders insist they are not actually ads
since the webmasters do not control the content of the listing, its
ranking, or even whether it is shown to any users. Another
advantage of paid inclusion is that it allows site owners to specify
particular schedules for crawling pages. In the general case, one has
no control as to when their page will be crawled or added to a search
engine index. Paid inclusion proves to be particularly useful for cases
where pages are dynamically generated and frequently modified.

Paid inclusion is a search engine marketing method in itself, but also
a tool of search engine optimization, since experts and firms can test
out different approaches to improving ranking, and see the results
often within a couple of days, instead of waiting weeks or months.
Knowledge gained this way can be used to optimize other web
pages, without paying the search engine company.

Comparison with SEO

SEM is the wider discipline that incorporates SEO. SEM includes both
paid search results (Using tools like Google Adwords or Microsoft
adCenter) and organic search results (SEO). SEM uses paid
advertising with AdWords or Microsoft adCenter, pay per click
(particularly beneficial for local providers as it enables potential
consumers to contact a company directly with one click), article
submissions, advertising and making sure SEO has been done. A
keyword analysis is performed for both SEO and SEM, but not
necessarily at the same time. SEM and SEO both need to be
monitored and updated frequently to reflect evolving best practices.

In some contexts, the term SEM is used exclusively to mean pay per
click advertising,[2] particularly in the commercial advertising and
marketing communities which have a vested interest in this narrow
definition. Such usage excludes the wider search marketing
community that is engaged in other forms of SEM such as search
engine optimization and search retargeting.

Another part of SEM is social media marketing (SMM). SMM is a type
of marketing that involves exploiting social media to influence
consumers that one company’s products and/or services are
valuable.[18] Some of the latest theoretical advances include search
engine marketing management (SEMM). SEMM relates to activities
including SEO but focuses on return on investment (ROI)
management instead of relevant traffic building (as is the case of
mainstream SEO). SEMM also integrates organic SEO, trying to
achieve top ranking without using paid means of achieving top in
search engines, and pay per click SEO. For example some of the
attention is placed on the web page layout design and how content
and information is displayed to the website visitor.

Ethical questions

Paid search advertising has not been without controversy, and the
issue of how search engines present advertising on their search
result pages has been the target of a series of studies and
reports[19][20][21] by Consumer Reports WebWatch. The Federal
Trade Commission (FTC) also issued a letter[22] in 2002 about the
importance of disclosure of paid advertising on search engines, in
response to a complaint from Commercial Alert, a consumer
advocacy group with ties to Ralph Nader.

Another ethical controversy associated with search marketing has
been the issue of trademark infringement. The debate as to whether
third parties should have the right to bid on their competitors' brand
names has been underway for years. In 2009 Google changed their
policy, which formerly prohibited these tactics, allowing 3rd parties
to bid on branded terms as long as their landing page in fact provides
information on the trademarked term.[23] Though the policy has
been changed this continues to be a source of heated debate.[24]

At the end of February 2011 many started to see that Google has
started to penalize companies that are buying links for the purpose
of passing off the rank. SEM has, however, nothing to do with link
buying and focuses on organic SEO and PPC management.


AdWords is recognised as a web-based advertising utensil since it
adopts keywords which can deliver adverts explicitly to web users
looking for information in respect to a certain product or service.
This project is highly practical for advertisers as the project hinges on
cost per click (CPC) pricing, thus the payment of the service only
applies if their advert has been clicked on. SEM companies have
embarked on AdWords projects as a way to publicize their SEM and
SEO services. This promotion has helped their business elaborate,
offering added value to consumers who endeavor to employ
AdWords for promoting their products and services. One of the most
successful approaches to the strategy of this project was to focus on
making sure that PPC advertising funds were prudently invested.
Moreover, SEM companies have described AdWords as a fine
practical tool for increasing a consumer’s investment earnings on
Internet advertising. The use of conversion tracking and Google
Analytics tools was deemed to be practical for presenting to clients
the performance of their canvass from click to conversion. AdWords
project has enabled SEM companies to train their clients on the
utensil and delivers better performance to the canvass. The
assistance of AdWord canvass could contribute to the huge success
in the growth of web traffic for a number of its consumer’s website,
by as much as 250% in only nine months.[25]

Another way search engine marketing is managed is by contextual
advertising. Here marketers place ads on other sites or portals that
carry information relevant to their products so that the ads jump into
the circle of vision of browsers who are seeking information from
those sites. A successful SEM plan is the approach to capture the
relationships amongst information searchers, businesses, and search
engines. Search engines were not important to some industries in
the past but over the past years, the use of search engines for
accessing information has become vital to increase business
opportunities.[26] The use of SEM strategic tools for businesses such
as tourism can attract potential consumers to view their products
but it could also pose various challenges.[26] These challenges could
be the competition that companies face amongst their industry and
other sources of information that could draw the attention of online
consumers.[26] To assist the combat of challenges, the main
objective for businesses applying SEM is to improve and maintain
their ranking as high as possible on SERPs so that they can gain
visibility. Therefore search engines are adjusting and developing
algorithms and the shifting criteria by which web pages are ranked
sequentially to combat against search engine misuse and spamming,
and to supply the most relevant information to searchers.[26] This
could enhance the relationship amongst information searchers,
businesses, and search engines by understanding the strategies of
marketing to attract business.


Learn how looking at the ways people find and use your web site can
give you valuable insight into your marketing campaigns, your page
content and your products. Our Analytics articles cover topics like
why you should be tracking your analytics, which analytics programs
to use and what you should be doing with the data you gather.


Blogs are simple programs that allow web site owners to quickly and
easily publish new content to their web site. Our series of articles on
blogging offers practical advice on setting up a blog, deciding what
type of content you should publish on your blog and how you can
use blogs to market your business.

Brand Building

With social media and search engines driving a huge percentage of
the traffic to a web site, it's essential to make sure you're building
your brand and convincing people to come looking for YOU. Find out
how to build a stronger brand by positioning yourself in search
results and by branding yourself through social media conversations.
Content and Copywriting

Getting people to come to your web site is only half the battle. Once
they've arrived, you need to be certain you're serving up fresh,
engaging content. While writing is a skill that doesn't always come
easy, our collection of simple tips and insights can help you rev up
your content to gain better search engine rankings and higher
conversion rates.


Traffic is not your friend. Conversions are your friend. This collection
of articles shares practical advice you can use in your marketing
campaigns and on your web site to make sure you are driving leads,
sales and sign-ups. Learn how to define your conversion points and
then focus on improving them.


Google AdSense

Google AdWords


Keywords are the words or phrases people type into the search
engines to find the web sites they're looking for. Learn how to
identify the best keywords for your site and how to integrate them
into your title tags, headlines and page copy to improve rankings.

Link Building

There's no denying the power of links in terms of online marketing.
Search engines use links as a way to determine how valuable and
relevant your site is and people use links to move from one site to
another. Building quality links from relevant sources can go a long
way toward improving your search rankings, but it can also drive tons
of targeted traffic.

Local Search
With paper Yellow Pages quickly getting buried in the bottom drawer
of the filing cabinet, local search is being an essential part of any
online marketing campaign. Learn which sites searchers are turning
to for listings and reviews and find out how you can put your best
foot forward on them.

Mobile Marketing

Online PR

Public relations isn't just for big companies anymore. The web has
taken conversation global which means one angry customer can do
major damage to your brand. Of course that also means one very
happy customer can launch your brand into the stratosphere. Learn
the nuances of online public relations through the articles in this

Online Reputation Management

Companies worry someone might say something bad about them
online. What they should be worried about is that someone might
say something bad about them online without them ever knowing it.
Learn how to track the conversation about your company, your
products and even yourself. Get practical tips and advice on heading
off, or recovering from a crisis.

A collection of articles and posts that do not fall into any particular
online marketing category.

Paid Search Advertising (PPC)

Purchasing keyword triggered advertising on major search engines or
content sites can be a great way to drive targeted traffic to your web
site. These articles explore the various paid search advertising
options and offer up tips for maximizing the value of your ad dollar.

Puppy Picks

Search Engine Marketing

This category covers high level search marketing concepts. These
articles and posts tend to focus on the overall value of search
marketing tactics and the need to integrate several forms of online
marketing to build stronger results.
Search Engine Optimization

SEO is the practice of increasing your rankings in the organic (non-
paid) search results of a search engine. The posts in this category
offer up tips and advice for making sure your site is search engine
friendly and for increasing your rankings through changes in links,
content and keyword focus.

Search Marketing Bootcamp

If you're new to search marketing, these entry level articles will help
you get an idea of what goes into a search marketing campaign.
You'll find step by step primers and simple explanations aimed at
helping you dive into search marketing without fear of drowning.

Social Media

There's a conversation going on around you. Are you part of it?
Social media sites focus on giving people a way to connect and share
thoughts, ideas and creations. Smart companies are figuring out
ways to contribute to and become part of this conversation. Learn
how to join in without stepping on toes.

Universal Search

Search engines used to focus on delivering up a list of the best web
pages for a search. These days, they're also integrating video,
images, blog listings, product listings and more. Learn how universal
search is changing up search engine optimization and how savvy
marketers are taking advantage of it to increase their presence in
search results.

Unleashed Conference

News and information from our Small Business Marketing Unleashed
Conference. Articles and video reviews and interviews are included.


Ever been to a site that made it difficult for you to find your way
around? Tried to buy a product, but couldn't find the add to cart
option? If so, you've experienced a usability problem. This collection
of articles focuses on the need to build your web site around
accepted standards so users can quickly and easily find their way

Vertical Search
Specialized search engines focus on serving up results for a specific
topic or from a specific type of media. Vertical search engines may
let you dig deep into video results or refine your search to sites
focused on one industry. These engines serve as great sources of
engaged traffic and learning how to increase your rankings on them
can have a huge pay off.

Viral Marketing

Every now and then a little piece of marketing genius takes off with
lightening speed and finds its way to half the computers on the
Internet. These articles will give you insight into what makes some
pieces fly while others flounder. They'll also help you learn how to
find the best starting points to launch a viral campaign.

Search Engine Marketing Guide

There is a lot involved with search engine marketing. In fact, it can be
a bit overwhelming, even for those with a great deal of experience.
The good news is that by taking it one step at a time, it is not hard to
learn. And once learned, search engine marketing can provide an
effective method of driving highly targeted visitors to your web site.
The following is a simple guide to search engine marketing. Although
it is meant for beginners, it can also be very useful for more
advanced search engine marketers as a reference source. Each
section provides a brief overview of the basics followed by resources
for further study.

Take it one step at a time and you'll soon understand the basics of
search engine marketing...

Keywords & Search Terms The first step is to learn about the search
terms that your target audience is using when using search engines.
These search terms are the keywords and keyphrases that will be
used to market your web site.

On this page you will learn about:

•    The importance of keywords and search terms.

•    Tools that will help you find your best keywords.

•    Search term lists useful for spotting general trends.
Search Engine Optimization Step two addresses how to make basic
web site design changes that will make your site more search engine

On this page you will learn about:

1.   What is search engine optimization (SEO)?

2.   Domain names.

3.   The Title Tag.

4.   Meta Description and Meta Keyword Tags.

5.   Copywriting.

6.   ALT Tags.

7.   Site Map

8.   Dealing with FLASH.

9.   Dealing with dynamic pages.

10. File formats.

11. Framed sites & pages.

12. JavaScript.

13. What to avoid.

14. Getting professional SEO help.

15. Getting free help.
Search Engine Submission After you've gone through the search
engine optimization process, it's time to get your site listed in the
various search engines and directories.

On this page you will learn about:

1.   How will the search engines find my site?

2.   Submitting your site using a free submit form.

3.   Submitting to directories.

4.   Paying the search engines to index your site.

5.   Services to avoid.

6.   Services that can help.

Link Popularity Link popularity is a major factor when it comes to
ranking well in search engines and drawing traffic to your site. In step
four, you will learn how to increase the number of links to your site,
how to get quality sites to link to yours, and the overall effect link
popularity has on your rankings.

On this page you will learn about:

1.   What is link popularity?

2.   Getting links to your site.

3.   Checking Your Link Popularity
4.    What not to do.

Paid Inclusion If you would rather not wait for the search engines to
find and index your site on their own, you can pay to be indexed
faster. With step five, you will learn if paid inclusion is a viable option
for you.

On this page you will learn about:

1.    What is paid inclusion?

2.    Will it help my site rank better?

3.    What are the costs?

Pay Per Click Search Engines Pay per click search engines and pay per
click advertising provides web site owners the opportunity to buy
their way to better positions on search results pages. Step six looks
at this form of advertising.

On this page you will learn about:

1.    What is pay per click?

2.    Which search engines allow pay per click advertising?

3.    Important Considerations
4.   Pay per click affiliate programs.

5.   Pay per click information resources.

Log File and Traffic Analysis Your site's log files contain a wealth of
information about the effectiveness of your web site marketing
programs. With your log files, you can learn how your visitors are
finding your site, what search terms they are using to find it, and
which are the best sources of traffic for your site.

On this page you will learn about:

1.   What is a log file?

2.   Why is log file and traffic analysis important?

3.   Services and tools that can help.

Google's PageRank Although Google's PageRank is but one factor
Google uses to determine its search results, it is a popular topic. Step
eight provides basic information to help you better understand the
importance of PageRank.

Cost-per-acquisition (CPA)

If maximizing conversions is your ultimate objective, AdWords
Conversion Optimizer can help you. To enable this feature, you'll
need to tell us how much you want to pay per conversion by
specifying either a Maximum Cost-per-acquisition (CPA) or a Target
CPA for each ad group. Then Conversion Optimizer can get to work
finding you the most possible conversions for your budget.

When using Conversion Optimizer, you can specify a Maximum CPA
bid or a Target CPA bid for each ad group in your campaign. A Max.
CPA bid is the most you're willing to pay for each conversion, such as
a purchase or signup. When you use Conversion Optimizer, most of
your bids will be below whatever maximum you set. A Target CPA
bid is the average amount you'd like to pay for a conversion. Some
bids will be above this target and some will be below it, but
altogether, the cost per conversion should average to the Target CPA
you set.

An important note

Your actual CPA depends on factors outside Google's control such as
changes to your website and ads, or external factors such as
increased competition. So it's possible that your actual CPA may
exceed the Max. CPA or Target CPA bid you specify. Conversion
Optimizer uses historical conversion data to predict the likelihood
your ads will convert. If your actual conversion rate turns out to be
lower than the predicted conversion rate, your actual CPA may
exceed your Max. CPA or Target CPA bid.

Also, because the system is designed to adjust over the long term,
the likelihood of your actual CPA exceeding your CPA bid decreases
the longer your use CPA bidding.

Here's how to change your Max. CPA or Target CPA bid:

1. Sign in to your AdWords account at
https://adwords.google.com .
2.   Click the Campaigns tab.

3.   Click the Ad groups tab.

4. Find the ad group that contains the Max. CPA or Target CPA bid
you want to edit. As you place your cursor over the rows, a pencil
icon appears.

Edit ad group


5.   Click the numeric Max. or Target CPA bid.

6. Change the value of the Max. CPA or Target CPA bid and select
"Save" to finish.

To bulk edit your Max. CPA or Target CPA for all ad groups, you'll
need to follow separate instructions:

1. Click the checkbox next to the "Ad group" column. This should
select all the checkboxes for every ad group.

Select ad groups to edit


2.   Select the "Edit" option.

Select ad groups to edit

3. Select the Max. CPA or Target CPA field. Click the list icon that
appears. This will copy your new Max. CPA or Target CPA to all CPA
fields below.

Copy max cpc


4.   Click "Save" to finish.

Recommended CPA bids

Conversion Optimizer can provide you with a recommended Max.
CPA bid or a recommended Target CPA bid, depending on how you'd
like to structure your bidding. Either choice will help to keep your
costs stable when you change from another bidding mode to
Conversion Optimizer. Your recommended Max. CPA bid is directly
based on your current cost-per-click (CPC) bids and conversion rates
over time. Your recommended Target CPA bid is based on the
average CPA your campaign paid over the last 30 days. If your
campaign hasn't accrued 30 full days of conversion tracking data,
your recommended Target CPA bid will be calculated using the
average CPA for the days data exists.

If you set your Max. or Target CPA bid to the recommended amount,
you should see more conversions without much change to your
existing average CPA. If you set your bid below the recommended
amount, you're likely to pay less for each acquisition, but you'll likely
also get less traffic on your ad and fewer conversions.

When you begin using Conversion Optimizer, it's best to start with
the recommended bid, then observe your performance and adjust as
necessary. If your average cost is within an acceptable range, you can
raise your maximum CPA bid to get more conversions. If your cost is
higher than you'd like, you can lower your bid, which is likely to
lower your average CPA and the number of conversions.

How Google determines your recommended Max. CPA bid

The recommended Max. CPA bid is directly based on your current
cost-per-click (CPC) bids and conversion rates over time.

For example, suppose you have one ad group with two keywords:
coffee and roasted coffee.

     coffee       roasted coffee

Current maximum CPC bid US $1.00 US $1.40

Conversion rate 10% 20%

Number of conversions       100 50

To get a maximum CPA bid for each keyword, Conversion Optimizer
divides the current maximum CPC bid by the conversion rate:

     coffee       roasted coffee

Maximum CPA bid

(CPC / Conversion rate)     US$10.00

(US$1.00 / 10%) US$7.00

(US$1.40 / 20%)

With the maximum CPA bid for each keyword, the Conversion
Optimizer can compute the recommended maximum CPA bid for the
ad group. The recommended bid is the average of the keyword bids,
weighted by the number of conversions for each keyword. In this
case, coffee has twice as many conversions as roasted coffee, so the
weighted average is US $9.00. This is the recommended Max. CPA
bid for the ad group.

Search Engine Marketing with Google Adwords

Google Adwords Qualified

Pay-per-click advertising is the most cost-effective and efficient way
to boost your visibility, make sure prospective clients find you, and
ensure that you stand out first among the alternatives.

It's direct! When you put an ad in a newspaper, several hundred
thousand people see it, but how many of them are looking for an
accountant? Only a small percentage. When you create a Google
pay-per-click ad, you are reaching a smaller number of people, but
they're all looking for accounting and tax help.

It's local! The internet is a big place, but your campaign will be
tailored to your area. You won't be spending money putting your ad
in front of people in New York if you're in Texas; only people in Texas
will see your ad. You also can tailor your campaign down so that you
won't be reaching people in Houston if you're in Dallas.

It's smart! You're not paying for ads, you're paying for clicks. Your ad
can show up hundreds of times but if you're not getting clicked on,
you're not paying. Bid prices also start as low as $5. Say you're paying
$5 for an ad, you get clicked on 30 times in a month, that means that
you're only paying $1.50 for 30 prospective clients.

It's in control! You control how much you spend. You set the limit. If
you only want to spend $50 on advertising a month, your ads will run
until you reach your monthly budget and then be reinstated as soon
as a new month begins. It's that easy.

What You Get...

Local Campaign

We set up a local campaign for you with broad keywords such as
"accountant," "taxes," and "CPA," so when someone who lives in
your area searches those terms, you'll come up.

National Campaign

We set up a national campaign for you with key phrases like "Seattle
accountant," "Seattle Tax Help," or "Seattle CPA," so that no matter
where someone lives, if they enter these phrases, they'll get you.

Keyword Selection and Management

You get a campaign that is tailored to you. When we create your
campaign with you, we begin with 2 campaigns, 66 ad groups, and
1,926 words & phrases that are tested to bring results. We'll whittle
those numbers down until we have a campaign that adequately
encompasses your services and specialties while containing the most
key words and phrases possible.

Suggested Ad Copy

You get the benefit of our research. Your ad copy will always be
evolving and improving to get you more clicks and therefore more
Bidding Strategies

If you bid high you get higher positioning and more clicks. If you bid
lower you get lower positioning, fewer clicks, but potentially a higher
quality of visitor. It's up to you, and once you decide, we'll manage it
for you.

Landing Pages

There's value in taking your visitors right to content that they've
requested. We'll set up your ads to take clients that want IRS help
right to your IRS help page. Clients that want QuickBooks help will be
taken right to your QuickBooks page. The more direct the path to the
information, the more likely you are to get paid.

Budget Management

We monitor your budget and ensure that your money is being used
to bring you the most and the highest quality web visitor.

Ad Effectiveness Tracking

You'll always be sure that your ads are working because we monitor
them for you. When ads don't perform well, we'll write you a new

Constantly Changing Google

Google is always changing and we know you don't have time to keep
up with the constant improvements. We do, though, and you reap
the benefit of it. As Google evolves, so will your ad campaign.

Adwords Professionals

As certified Adwords Professionals, we provide you with high-quality
pay-per-click campaign management. Our Adwords Professionals are
experienced in managing Adwords campaigns for accounting firms
throughout the United States and have passed Google's rigorous
Advertising Professional Exam.


The Google Pay-Per-Click Campaign Setup and Management Service
is included Free to all our platinum-level clients.

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