It’s worthwhile to read The Anatomy of a Large-Scale Hypertextual Web Search Engine, the college thesis paper written by Sergey Brin and Lawrence Page, the founders of Google. Anyone who’s ever been mystified by SEO can learn a lot from Brin and Page’s treatise on the inner workings of their search engine.
You can read the thesis paper here:
If I am ever asked to simplify what it takes to be successful in search engine optimization, I come back to two simple rules…quality, unique and resourceful content, and gaining quality links, pointing to appropriate pages of your website.
If I am allowed to go a little deeper in my explanation, I’ll get into proper site architecture, coding, internal linking, and all the other fun stuff that we get to consider on a daily basis.
There are some bloggers out there who will argue that “all you need is a bunch of links” and others, still, who say that “all you need to do is set up a WordPress website and generate a bunch of content.”
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Succeeding in a single PPC campaign is quite an accomplishment, but delivering results time and time again is something else entirely. Being able to consistently produce campaigns that achieve results is the difference between an amateur and a professional search engine marketer.
In order to achieve consistent results, you need to follow a systematic process covering the same three core processes of research, implementation, and optimization.
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Recently, I received an e-mail from a reader who was wondering…”At $2,500 per month budget, is there a rule of thumb for parameters on a dollar return for a retail product site? For example, should the $2,500 generate 10 times that amount on sales? Say, $23,000 to $27,000? Or, 15 times?”
Seems like a reasonable question. And, as with many things related to search engine optimization, the answer is simply not that easy.
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If you own an online store or subscription site, you probably run pay-per-click ad campaigns. Whether you use Google AdWords, Yahoo Search Marketing, or another PPC network, it’s an everyday battle to get a positive return on investment in such a tight economy.
In order to avoid bidding wars and reach interested consumers, you must boost the relevance of your ads and landing pages. How can you do so? Solve a problem for consumers.
I’m sure you’re asking yourself how a Web site can solve a problem. Well, psychologically, the average consumer moves toward pleasure as a way to avoid pain. These days, the number one source of pain involves either fear of losing a job or fear of not being able to get another one.
You must offer consumers an escape from that pain. In fact, you must tell them directly that your site will help them forget their troubles. During the Great Depression, people flocked to movie theaters to escape the despair of the 1930s.
The ad copy in your PPC ads must define your site as an escape, a fantasy world. Your landing page must, too. This will help you garner more interest from consumers and find lower-priced keywords.
Source: Search Engine Watch.com
Your site’s content is at the heart of what your site will rank for, and to a strong degree how well it will rank. Simply put, you need lots of it. I mean tons. Building authority takes more than a page or two, it takes a page or two or ten on every sub-topic of every category of a big idea or kind of product.
OK…once that’s done, now what? You built it, now will they come?
They will come only if you’ve structured your information in a way that’s easy for visitors to navigate, and for search engines to understand. You will see the traffic you desire only if your content complements your overall goals, your reputation feeds itself from top to bottom, and you’ve got good structure. Read more about SEO…
In “Landing Pages and the Decision-Making Process,” I described the well-known AIDA conversion funnel and how it governs all Web conversions.
The key AIDA stages are:
Desire and action aren’t really distinct stages, but rather a continuing give-and-take. Increasing desire pulls us to take successively larger steps toward the ultimate conversion goal. Read more about Web conversions…
Although you can easily find lists with 21, 66, 69, 75, 101 or even 131 link building strategies, numbered (link building) tip lists remain very popular. Not because these articles provide shocking new insights – most of the aforementioned mentioned lists mention pretty much the same tactics – but because they remind people of how work intensive the ongoing process of link building can be, and because they make people think due to their in-depth nature. “How can I use these tactics for our website?” “Which of the listed tactics are relevant for our company?” Or, even better, “What strategies would I have added to this list?”
This list, hopefully, makes you think about your current strategy, and reminds you that you can (and have to) link build your az off continuously. Read more about link building…
Want to grow your in-house list using a highly effective PPC campaign? Replicate the success of a financial newsletter company that tied its efforts to a major event. As a result, they got a 36% boost in free e-newsletter subscribers. Includes step-by-step process, tips and creative samples. Read more about PPC campaigns…
Many sites I visit and review have underutilized sitemap pages. It’s really a shame because these workhorse pages get so little credit, and so little attention, but they can be so important for SEO and the user experience you offer.
The techniques I’m about to describe may sound a bit advanced, but I know you can do it. Because every SEO does things their own way, there may be variations on this theme that others use, and that’s fine. Read more about sitemaps…