Archive for the ‘keywords’ Tag

Google Adwords Campaigns with Ad Groups   21 comments

Launch big google adwords campaigns with ad groups. It’s Google’s way of dividing your Adwords campaigns into discrete, manageable chunks. With ad groups, you can deploy a single ad for any number of keywords, including dozens or hundreds at a time. Separating your keywords into sets is the only reasonable way to make sense of your campaign’s results as a whole while keeping an eye on how individual keywords are performing.

With the Adwords Keyword Suggestion Tool has noticed that keywords tend to divide themselves into natural cliques, as it were. If you sell shaving supplies, a keyword list could include the terms shaving supplies, find shaving supplies, buy shaving supplies, and where to get shaving supplies. Further down the list you might see another set of keywords that share a different theme, such as learn to shave, shaving tips, and how to shave. These groups of keywords belong together and do not warrant separate marketing strategies within each group. That is where ad groups come into play. An ad group page on the Google AdWords website, displaying all the individual keywords within the ad group.

Ad groups let you focus on the intent of users, or the reason they are typing in the search. Grouping keywords by the intent of the searcher allows you to focus on ads that make the most sense for each group. Using the shaving keywords mentioned earlier as an example, you could create one ad group campaign for the people who are just looking for supplies by emphasizing your wide variety and sterling inventory. For the people who want to learn how to shave, you could make an entirely different ad group campaign that emphasizes your shaving manuals and vast array of handsome starter kits. Ad groups let you create a customized ad for every common intention for your product or service and to create landing pages that cater specifically to those needs.

When you throw a lot of keywords into a single group, it might not be immediately clear which ones are really driving the traffic and which ones are dead weight. More importantly, if you have too many keywords in one group, Google lowers your Quality Score, penalizing you for the extremely highimpression volume of your campaigns. Google loves specificity, and the same holds true in the design and deployment of ad groups. This is why most people recommend capping each group at a couple dozen keywords. Too many terms, and your group will lose its focus, and with it, its Quality Score.

Conducting split tests is one way to refine your ad groups and make sure they perform well. A split test is basically an experiment in which you isolate different factors in an ad group—such as keywords, match types, landing pages, or ad
language—and see what performs best. For instance, you could split one ad group into two smaller ad groups and see which performs better, or you could make separate landing pages for two identical ad groups and see which page results in more conversions.

Instead of having one big list of keywords and making custom ads for each one, ad groups let you take all the similar search terms and treat them as a single keyword with one unifying landing page.

YouTube for B2B Marketing   15 comments

When utilizing YouTube for B2B marketing, there are some best practices to consider.

Publicize your Videos: Your existing customers must find out about your videos, publicize your videos. Instruct your sales force to take advantage of this new resource and pass the URLs for appropriate videos to their customers. Include your YouTube channel URL in all promotional materials, catalogs, and the like. Link to your YouTube channel and videos from your company website. You have to make sure that your customers know what’s available, and how to get there.

Optimize your Videos for Search: YouTube can also be useful in informing potential customers about your offerings. As such, you need to optimize your videos for search. That includes using appropriate keywords in your videos’ titles, descriptions, and tags. It also means crediting notable speakers, partners, and customers in those descriptions and tags; someone well-known in a video can attract lots of new viewers.

Optimize your Channel Page: For B2B businesses, just like B2C businesses, your home base on YouTube is your channel page. Customize this page to best reflect your company’s visual image, and use the page as a gateway to all your videos on the site.

Fresh content: With a B2B business, you probably don’t need to upload quite as many videos quite as often as with a B2C business, but you still need to keep your content fresh. Even business viewers expect fresh and timely content, so make sure you upload new videos on a regular schedule—and delete old ones that become outdated.

Upload all existing Video Assets: When it comes to B2B marketing, it’s all useful. Take any existing videos you have sales videos, how-to videos, you name it—and adapt them for viewing on YouTube. That might mean chopping up a single long video into a series of shorter ones, or pasting together several short related videos into a more cohesive longer one. If you think existing or potential customers might be interested in or find value from a video, make sure it’s uploaded and available for viewing.

Embed your YouTube Videos on your own Website: Your video presence shouldn’t be limited to the YouTube site. If your videos are truly useful to your customer base, you should also dedicate a portion of your company website for their viewing. Create a videos page and embed your YouTube videos there.

Getting to the Top of Web Search Results on Google   18 comments

Getting to the top of web search results on Google can pay off big for your business. One way to boost your business  is to attract online searchers seeking a service you don’t even offer.

Begin by researching which keywords potential customers use in online searches. Suppose your company only replaces parts  for products rather than doing repairs, but most of the people are searching for the keyword “repair” of those products. There maybe a potential to turn people searching for “repair” into customers. Prospects will find your website only if it uses the same terminology as they do and  testing hundreds of propositions about what will land a site a top Google ranking for a given search term.

As a example, take two important keywords “auto shop” and auto repair shop” as well as “muffler repair”. The tactics to use include building more links with sites run by “friendlies”, such as suppliers and distributors with whom you do business; adding relevant content to the home page, and improving linking structure among pages on the site.

Customer’s Lingo: It’s highly likely your prospects use at least some search terms you don’t use internally. To discover the terms your potential clients use,  brainstorm possibilities in-house and phone clients to ask how they search for what you sell. Then select “Get keyword ideas” at Google.com/adwords and enter a search string. You will see plenty of variations, with the latest monthly search totals for each one.

A Page for Each Popular Keyword: After identifying commonly used keywords, pick the most widely used ones relevant to what you sell, look for ones with commercial intent. If someone searches for “oil” ,it is too generic. But if they search for “oil removal” , there is commercial intent behind it. Create a landing page with rich content about the most popular keyword; then the second-most popular and so on.

Google’s Trust: search engine ranks pages more highly if it trusts them to deliver content relevant to users’ searches. It trusts a given page more as the page ages, provided it has links with other sites that Google’s algorithms suggest have relevant related content. By altering a page’s URL or even just changing the suffix  from ‘html’ to ‘php’, that becomes a new page, which has no age, no links and no trust. Setup a “301 redirect” for every renamed page.

Google’s Trust for the Home Page: Google trusts home pages more than other pages because they tend to have most links. How do you maximize your home page advantage by featuring lots of relevant content without compromising speed. You should run only the first few lines of each article on your home page with a “Read more”  button and the rest of the article on another page. Google indexes the entite content as if it was on the home page.

Location: Customers for a wide array of goods and services prefer to buy from a company with a nearby location. For any category in which Google figures searches are likely to care about where a seller is, it first uses the searcher’s URL to determine his location. Then a Google map is displayed on the top right of the first page of the search results showing the closest businesses matching his keywords even if he omits a location. Businesses should claim their Google Places listing.

Power of Google Places: Buy  a small Yellow Pages display ad, Google uses Yellow Pages listings as the basis  for Places and trusts them to confirm that you run  a real business. You will rank well only if you format your firm’s contact information identically in  Places and in the Yellow Pages. Also use all five categories for listing your offerings. You can also ask a few non-competing nearby businesses to add a page to their sites recommending your firm, in return for reciprocating. Google sees such “local citations”  as confirmation that a company has  a good local reputation.

Google Places and Organic Searches: Google now combines the ranking points from both so that each type of search affects the other. For any company where geography matters, it’s now essential to optimize your ranking for both.

Search Engine Optimization for PDF Files   29 comments

Optimizing Videos for YouTube Search   8 comments

How people find new videos on YouTube?  How do people search for new videos? Do people search for videos by topic or type of video? Videos that display high in search results get more views. It is important to optimize videos for YouTube search results. Video search optimization is similar to search engine optimization (SEO).

YouTube searches Videos: Search online is about keywords. Keywords or phrases are entered as a search query.

Example, If people are looking for videos on golf, they might enter the keyword golf.

YouTube, then, tries to match the keywords entered by a user with those videos that best fit that query. YouTube has no
way of analyzing a video itself to determine its content. YouTube must rely on the description of the video to determine
its content. YouTube analyzes the text you enter to figure out what your video is about—and match it to the appropriate search queries. That means you need to focus on three fields when uploading or editing your video: tags, title, and description. They all matter, to some degree, and will affect how your video is ranked when someone is searching for a related topic.

Choose the right keywords: Whether it is the tags, title, or description, you need to determine the right keywords to use, and then include those keywords in all three fields, as best you can.

It’s vital, then, that you learn how to create a list of keywords that best describe your video, in the way that users will think of and search for that video. The art of determining which keywords to use is called keyword research, and it’s a key part of SEO, whether you’re optimizing your complete website or a single YouTube video. When you know which keywords and phrases that your target customers are likely to use, you can optimize the description of your video for those words and phrases.

It’s all a matter of determining how viewers search for the information they need. When you figure out the keywords they’ll most likely search for, you have the most effective keywords for your video.

As such, you probably need to come up with a combination of both generic and specific keywords. For example, if your video talks about the differences between incandescent and fluorescent lighting, you should include generic tags such as
lighting, light bulb, energy efficient, and the like, as well as more specific tags such as incandescent, fluorescent, and your company name. In this way, you attract viewers that are essentially browsing or just getting interested in the topic, as well as make yourself known to those viewers that have more specific needs in mind or are searching specifically for your company.

Optimizing Tags: there are three places where you can include keywords: your video’s tags, title, and description. What YouTube calls “tags” the rest of us call keywords; it’s just another term for the same thing. So naturally you should enter your keywords into the Tags field when you first upload your video, or later via the editing function.

Tags box has plenty of room for all the keywords you might want to target. Enter individual words with spaces in between. To enter a multiple-word phrase, enclose the phrase within quotation marks, like this: “multiple word phrase”.

YouTube recommends additional tags, beneath the Tags box. These are based on the tags you’ve previously entered and the video’s title and description. To add any of these suggestions to your official tags list, just click the tag. The tags field is perhaps the most important for optimizing your video for search; it’s where YouTube looks first. Without the right tags, great content will go unfound.

Tomorrow I will complete this post in the second part (Title, Description, embeds & links,views,comments and ratings).

YouTube videos,Titles,Thumbnails and More   12 comments

Once you’ve shot and edited your video, you’ll need to think about the title, which image from the video will serve as your thumbnail, and whether you want annotations within the video. The title is an important keyword tool to help your video pop up when people search for hot keywords. The thumbnail, that still frame that pops up when your video is selected in response to a search query, may be the most important piece of advertising of all. Finally, an annotation allows you to make an additional remark “on the sly” to your viewers, an insider’s comment that makes the experience more personal. You can also use the annotation feature to add a Web address to your video.

As for that all-important thumbnail, think carefully about what might be most likely to attract YouTube browsers and turn them into YouTube watchers. Thumbnails come from the middle or the three-quarters mark of the video. The default set by YouTube itself  is halfway through, and you can choose to change that to either one-quarter or three quarters of the way through.

Annotations help you make remarks to your viewers, but they also allow you to include a Web address. That way, you can encourage your viewers to click through to your landing site where you can enhance the viewers’ experience. There, you can either sell relevant items, offer an electronic newsletter, or even just encourage them to read your blog.

YouTube offers you different options for adding annotations to your videos. To get started, sign into your YouTube account and choose the option that seems most suited to your needs.

(A) 1. At the top of any YouTube page click the Account
hyperlink.
2. Where it says “Manage My Videos,” click “Videos, Favorites,
& Playlists.”
3. Locate the video you want to add annotations to.
4. Click “Annotate Video.”

(B) 1. On your Channel page click on the video you want to
annotate.
2. Look to the right, you’ll see a blue box that says “Video
Owner Options.”
3. Just click on the “Add/Edit Annotations” button.

You can also add information about your company by including a screen at the end with your logo and the relevant link.

Even if you don’t currently have a fully functioning Web site, you should still include a final screen to brand your YouTube channel.  Simply branding your business or yourself getting your name before YouTube’s mass audience is worthwhile.

Posting Video: Any YouTube page has an inviting yellow Upload button in the upper-right-hand corner of the page. Click that, and enter a title, keywords, tags, and a description. YouTube will then ask if you want the video to be public, or private. Because you’re looking to make money from your video, we assume you’ll want to select Public. Click the Upload button again, and then, just as you would for a picture or file you wanted to upload, browse for the video’s location on your computer. Click on that Upload button once again, and your video will soon be available on YouTube.

To give your video its best shot at fame, you’ll want to be selective when choosing a title and keywords, and when finishing up the details of your upload. This is all done from the Video Upload screen.

Titles: The title is the video’s headline. It’s the title that will either entice viewers to look at your video or convince them to pass you by. You want browsers to think to themselves that the video will either be entertaining enough or provide the information they need to make them willing to invest two to four minutes or more of their lives watching it. It’s a good idea to go back to the site and browse through some videos again.

Description: YouTube has some excellent tips on creating descriptions for your videos. Most important is to make sure the descriptions are “clear and specific.” They suggest you zero in on the content that will most distinguish your video from other videos. Sentence fragments are out. Instead, you should use descriptive language and complete sentences.

Video Category: You’ll also need to assign a category or appropriate topic area for your video. Use the pull-down menu and select the one that best fits your video. If you’re unsure where to place your video, browse the site and see where videos similar to yours have been categorized.

Tags: The tags you assign to your video are important because they can make the difference between someone finding an item when they search for it or missing it entirely. Think of the terms you might use when entering terms in the search box. Choose your keywords carefully based on your video’s topic and title.

Broadcast Options: Who do you want to be able to view your video? “Public” is the default.

Date and Map Options: We’re not sure why anyone would use the map option other than to check out another fun tool. But it does give you the ability to specify the exact place you recorded the video. Viewers will then see an associated map with the location pinpointed.

Sharing Options: These options include things like allowing viewers to post comments, vote on your video, embed it, and syndicate it. By default, all these things are allowed, and we recommend you don’t change those settings.

Posted November 10, 2011 by Anoop George Joseph in Internet

Tagged with , , , ,

Search Engine Optimization   Leave a comment

When it comes to search engine optimization (SEO), one truth is everlasting: The landscape is continually changing. For an example of search’s ever-changing environment,  look no further than a popular search on Google. Search for “Xbox 360” and you will see more than just organic results from websites that mention those keywords. A broad range of content appears, including news, paid advertising, shopping feeds and social media results, including user updates from Twitter. This means that publishers and merchants need to concentrate on more than just increasing organic search placement for an Internet marketing plan to succeed.

Search Basics
Several factors have traditionally produced consistent SEO results. Content is still king, in many ways. Compelling content with proper keyword density and keywords highlighted in titles and meta tags remains very valuable to improving search engine rankings. Link building — inbound and outbound — adds strength to your site in the eyes of search engines, giving your site credibility and respect. Site structure is also important — if it’s easy for search engines to index your content, rankings are not only more easily achieved but longevity can result, too.

Social and SEO
As it stands today, no shift in search is more important or prevalent than social media. Every day, millions of people communicate with social media tools like Facebook and Twitter. Reaching these people can be a critical component of any successful online marketing campaign. However, every social media strategy needs to be more sophisticated than simply starting a Twitter page and posting your company’s latest specials.

Social media and SEO marketing programs can strengthen each other. A high-quality social media campaign that is interactive and engages audiences can improve search engine rankings on two fronts — both in organic listings and as a source of inbound links. At the same time, applying smart SEO practices to social media content — such as keyword-rich updates — will increase the reach and visibility of your social media campaign.

It is important to use your social profiles as a way to attract attention by making sure that the right keywords are highlighted within them. This way, when a user searches for your brand, business or industry, your profile will appear in results. A nice side effect is that the more results containing your brand, the less room for your competition. It’s also important to be active on your chosen social media sites. Along with making your own posts, build friends and followers by being involved in communities with similar interests.  Social bookmarking tools like Digg and Delicious will help promote your own activities along with helping you share useful information with your followers.

Video and Feeds
Feeds have also become a valuable tool in the new SEO landscape. This includes RSS feeds with the latest company news, press releases, blog posts or social media updates. It can also include product feeds — another reason why it’s important that your products and shopping carts can be easily indexed by search engines.

A relatively new concept is video SEO. Since acquiring YouTube, Google presents many video results in regular searches, often on the first page. Applying SEO concepts to videos can not only increase their placement in various searches but also improve the overall ranking of an entire website.

 Getting Personal, and Local
Search engines are constantly looking for ways to differentiate themselves from the competition. One way has been attempting to deliver individual users with as much personalized content as possible. Localized search results have become increasingly expected by users in recent years, as they seek information relevant to their specific geographic area. Even as a small business, it might make sense to have offices (or even phone numbers) in different parts of the country or world to help improve search results in localized searches.

Beyond localized searches, search engines are continually looking for ways to drill down searches with results as individualized as possible. The new Google Personalized Search is just one example of this. Not only are search engines taking factors such as location into account when delivering results, they are also considering previous search history and other sites users have visited in the past. The reality is that, in many cases, no two searches will produce exactly the same results.

Because of concepts like personalized searches, it’s important to feature customized content. Microsites that are targeted to specific areas of interest, demographics or geographic regions are one way to do this. You might build a microsite for teens, or city and state pages for different parts of  the country. These sites also give places to post fresh content on a weekly or even daily basis — something that search engines like to see.

The bottom line is that basic SEO concepts are still critical, just not by themselves. In order for SEO campaigns to be truly effective they need to be paired with smart marketing campaigns that involve every aspect of a company’s online
brand.

Follow

Get every new post delivered to your Inbox.

Join 824 other followers

%d bloggers like this: