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Paid Search: Developments in the field

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Paid search evolves continually

Barb Young of PPC Strategies and Matt Van Wagner of Find Me Faster deliver tips to SEMNE members.

Google has created many new ad innovations

  • Google Local use to be Places, but now it’s melding everything: formerly Biz local now Places
  • Google Sitelinks and Google Product Extensions are two other ad venues

AdWords Extensions

  • Makes your advertisements more useful and relevant
  • Includes a brief intro
  • Enable Ad extensions in campaign settings
  • More dynamic whether user is mobile or desktop, know which location
  • More flex, scalable, work with multiple locations
  • Excellent how-to video

AdWord Extensions allows you to

  • Connect ad to biz places, multiple locations permitted
  • Use ad extensions live, be sure you haven’t messed up prior work
  • PPC ad with a map in it, how local advertising is changing: dynamic and relevant
  • Google Places now supports a service area, don’t have to list your address necessarily
  • Display up to 4 additional links in one ad

Ad Extensions Benefits

  • Branded campaigns and e-commerce: links get 2-4% higher CTR than headline
  • Conversion rate up: 6%, gets visitors to the aspect of site they want to be
  • Make sure you have auto-tagging enabled in analytics

Enabling product ad extensions

  • Displays 6 images within 1 ad
    • Feeds both PPC and organic
    • Be sure to verify and claim URL

Plus Box ad extensions

  • Gives more information on search results
  • Shows 6 images relevant to query
  • Use same images and product in PPC and organic
    • Powerful, allows to bid down PPC a bit
    • Datafeed: every product needs unique titles and descriptions
    • Plus Box Show Rate: when shown is 6.5% – people still getting used to it

Plus Box extension benefits

  • Avg 30% click through rate, in some cases 90%, increase 13% conversion rate

Search Engine Optimization: Boost your site’s popularity

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SEO tips to use to increase traffic on to your site and enhance visibility and marketability, from the Boston SEO meetup Search Engine Optimization tips.

Title

  • Make it descriptive
  • Use keywords

Use Keywords

  • 2-5 distinct keywords per page
  • Use keywords in headline
  • Get your keywords off your site as well: Build links with videos, articles, press releases

Use Metatags

  • These are a summary for result pages
  • 50% of time, searchers decide to click on site due to metatags

URL structure is the page filename

  • Write it to be unique

Internal and external linking

  • Link building is marketing not a science project
  • Link building is about building brand and reputation
  • Pick your battles, don’t create 500 mirror pages = poor user experience
  • Make a unique description for each external site, titles should have 1 keyword

Image tags should contribute to page

XML sitemaps: All search engines to index page

Market your website

  • Go after major markets first
  • Use PPC for targeting
  • Get biz listed in as many directories as possible
  • Merchantcircle, CitySquares
  • Marketing should be integrated

Top 10 FAQs or what they should be asking, according to Trafficgeiser

Track your page often

  • Track everything
  • Analytics
  • Add a tracking phone number
  • Create promotions to help track
  • Measurement shows what’s working
  • Keep up with webmaster guidelines, review everything at least every 2 months
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