The skills we teach deliver real ROI.

Archive of ‘Search Engines’ category

Blogging Tips

Having fresh content on your site is essential to your success if you would like to be effective online. There are many different reasons to have a blog for your business. These days blogs are not just for individuals who want to express themselves. Businesses are using this to show their expertise to get more customers. Not only does this help you build credibility, it also helps your rankings on the search engines. Search engines like having fresh content so they can provide the best content possible to the searcher. This article will help you understand the basics of blogs and how to use them effectively.

Tips for writing a blog post:

  • Write your blog/post offline
  • Find complimentary visuals
  • Share blog post through social media
  • Specify category and add keywords
  • Tag visuals with keywords
  • Turn on “comments”
  • Moderate, respond, engage
  • Be consistent

1. Topics

(more…)

SEM: Getting the Best Return on Paid Keywords

Paid search is not a do it and forget it endeavor.  Savvy advertisers stay current with trends and examine reports to receive the best ROI for their marketing dollars.

Last year, retargeting, mobile, and shopping were hot topics in search.  This year, it is expected that keywords will be the focus with an emphasis on search intent more so than specific words.  This shift to semantic search will help marketers better understand searcher behavior and how that behavior may lead to a future purchase.

One thing that has not changed in the search engine marketing game is the importance of the quality score (QS).  This number influences the success of the overall campaign, including keywords.  The click through rate (CTR), popularity of search teams, and landing pages are all QS factors important for a successful campaign.  Although understanding what makes for a good QS isn’t entirely clear, you can at least check your score in your AdWords account and learn specifically if you are on the right track with your selected keywords.

The keyword diagnosis tool is another useful tool to learn if keywords will trigger your ads.

(more…)

10 PPC Mistakes Marketers Make

For more articles like this, sign up for the ASPE-ROI Newsletter


  1. Sending traffic to the home page instead of a specific landing page
  2.  Using the default broad match on every keyword after setting up a campaign
  3.  Not split testing ads to find out which one gets the most clicks
  4. Not separating text ads vs. image ads in the display network
  5. Not using conversion tracking on thank you pages
  6.  Not spending enough time developing the right negative keyword list
  7. Using too many or duplicate keywords in your Ad groups
  8. Not optimizing for Quality Score
  9. Not checking the search query report on a daily basis
  10. Ignoring the ad extensions feature completely

How Can I be #1 on Google?

google-godYou know those results on the top and right side of your search screen when you look for something on Google.com?  Those are paid ads, offered by Google, called “AdWords.”  A lot of businesses get themselves into trouble with AdWords.   They set up an account with Google, create some generic ads, pay their bills every month, but never see new customers as a result of running those paid ads.  Naturally they get frustrated and ask “How can I be #1 one Google?”

That’s a common question from prospective clients, and I get it.  I want to be #1 on Google too!  When you’re investing money in a CPC (cost per click) campaign, you want your ad to get the attention of web searchers immediately and that generally means having compelling ad copy on the first page of the search results.  If people don’t find your ad, they won’t click on it.  And if no one’s clicking, no one is buying your products or services.

If you are currently investing in AdWords or are considering an ad campaign to bring in new business, keep reading for some tips to increase your likelihood of a successful paid campaign.  This article focuses on having good content on your website that answers searchers’ questions.

There are a few things I ask clients to keep in mind when thinking about ranking on Google.com with their paid ads.  First is the content of the website.  You want the copy on your site to be unique, compelling, and the answer to the searcher’s question.  When searchers click on your ad, they arrive on a designated landing page on your site, which is essentially an extension of what they are reading in the ad.

(more…)

How to Build Trust, Authority, and High Conversion Rates for Any Size Company

Trust, authority and high conversion rates are the essential ingredients for any successful online business. Unlike other businesses, ecom­merce-based businesses specifically tend to rely solely on their web­sites in the beginning as many of them do not have a physical office or retail location. All of their customers come from the Internet, which means that their websites must be on par with other business websites from day one. In this day and age, it is no longer enough to simply build a website and expect people to show up. In order to get customers, your site needs to look trustworthy, authoritative and convert well.

Potential customers want to see that you are serious and committed to building a great company. Your site should reflect the time, money and effort that you put into it. If it looks reputable, you should get custom­ers and earn revenue from that.  Here are some ways to establish trust, authority and high conversion rates for both customers and investors.

Building Trust

(more…)

Universal Analytics: Missing Organic Search Traffic Data?

This blog was originally posted on rso-consulting.com.

If your website receives significant traffic from a search engine that isn’t on Google’s default listing, then you could be missing organic search traffic data. Fortunately, Universal Analytics offers a fix.

Custom Search Engine Tracking

(more…)

TripAdvisor Partnering with Microsoft to Provide a Better Experience for Travelers

Let’s Travel…To Another Engine!

It’s no secret that I spent a number of years working at Google and still spend my days working with clients who manage search and social campaigns. In 2005, the basics of search were simple and succinct:  focus on the user. While the user is still (and always will be) front and center, the means by which we get to that user have become more complex, costly, and sometimes confusing.

Over the last few months, I’ve been reconnecting with all search engines regardless of which one I’ve always searched on and have been exploring the behind-the-scenes of each. How does each engine look at quality? What does quality mean? What about my dollars? How far can I stretch this budget and for how long?

This week Trip Advisor announced an “experience” with Microsoft to help provide a better experience for travelers. If you’re on the prowl for holiday hotel booking, you’ll soon see TripAdvisor price comparisons embedded in your Bing results. As a consumer, it is an easier process for me to search for the right hotel, but this presents new opportunities for marketers working in the travel vertical.

In addition to showing up via TripAdvisor on Bing results, travel advertisers will be able to view community reviews and ratings without leaving the page. This creates a more integrated customer experience and a layer of customer feedback that may have been missing in the past when someone didn’t check reviews before booking. Now I can look at hotels, read reviews, and click to book without navigating away from the engine.

(more…)

css.php