Seo Louisville

Author: Shaun Tinnell
PPC Management
Directory One, Inc.

Not long ago, when you wanted to be in the number one position on a paid listing, you put the highest bid forward. Then, that number 1 spot became yours on Yahoo. Things have changed for the top bidder these days. The top bid does not necessarily mean the top spot anymore. Search Engines like Yahoo, Google, and MSN now look at a combination of ad quality, relevance, and bid when ranking an ad.

The question now is, how do you get the highest placement for the lowest bid price per click? There are a few things to consider when writing your ad and choosing keywords. The first and most important is choosing keywords that fit your business and website. When you choose keywords that might not be as relevant to get a compulsive buy, the conversion rate often does not make it profitable. For the best results, be sure to choose keywords that represent your product or service.

Next, evaluate the ad quality. Your ad must mention the keywords within it and the location if you are targeting a certain area like a City, State, or Country. Using the keywords in the ad tells the Search Engine that this ad is relevant to the keyword it is used for. Also, the location in the ad really helps the searcher so they know right away that you only service that specific area. This ensures that, if the searcher is outside of this area, another click will not be wasted.

Then, take a look at what page your ad is going to. Does this page have the keyword in it, or does it explain it? Your keywords need linking pages that talk about the product or service. This shows Search Engines like Google how your website page is relevant to the search term or keyword. When a searcher clicks on the ad, it will take him or her to the information pertaining to the keyword searched. They don’t have to keep searching around for the information.

When you make sure your ads and keywords are similar, this not only helps you attain a higher position, but also makes it easier for a searcher to determine if you offer what they are looking for. The closer your ad and keywords represent what you offer, the higher Return On Investment (ROI) you will receive. My hope is that these guidelines will help you ensure that the search gives relevant results and also helps your ad traffic be more effective.

Author: Shaun Tinnell
Search Engine Marketing

In the months of January and February many SEO companies were scrambling to get their clients set up properly in the new Yahoo Pay Per Click (PPC) management system. While I think it has been updated for the better in most cases, it still has a few problems. Upgrading to the new system placed ads and keywords in many different campaigns and ad groups. While doing this they left out important keywords in the title or description. These were expected changes and easy to fix, however it did cause lower ad performance for many advertisers.

The system change has caused many extra hours on Yahoo and numerous phone calls, but overall the change has smoothed out just fine. Tools that are now available on the Yahoo PPC system are very helpful and allow you to track your keyword performance more accurately. You are able to see what is and isn’t working. The options availible on Yahoo now are more similar to Google and make adding keywords and ads a lot easier.

Will there be problems for Yahoo as they turn into Google mimics? This is a improvement to the old Yahoo but I’m not sure for PPC management systems as a whole. Even though Google is the leader in Search Engine Marketing, I am not sure that following in their footsteps will be Yahoo’s recipe for success. As you probably know, Google did not gain dominance in the Search Engine world from following another Search Engine’s lead.

Both systems could use changes in their budget structure. A daily budget is a great option, however most businesses look at a monthly spending budget for advertising, not what they have to spend each day. This poses a problem if you are in a area with competitive keywords but a lower daily budget. You will not place towards the top. Google and Yahoo work so that your top keyword bids can’t be more than the daily budget. This can hurt customers like lawyers and doctors because if they have a budget of $100.00 monthly their daily budget is only $3.00. With a $3.00 bid per click you will most likely not be on the first two pages of search results for lawyer or doctor keywords. One possible solution to this problem is a monthly budget, so if a customer has a smaller budget, they have the option to spend more on a keyword bid than a daily budget would allow.

I can see the possibilty of changes taking place because nothing stays the same very long in the Search Engine world. Google and Yahoo have maintained their top positions in the Search Engine Industry because they have listened to what the searchers want. I critique these companies to influence change, but hold much respect for the way of life they have created for all of us. They say knowledge is power so Search Engines must be the gate keepers of power, because all the knowledge you want can be at your finger tips.

Author
Shaun Tinnell

This will be the first of many blogs to be written for www.seolouisville.com. You will read about the great businesses in Louisville and how Search Engine Optimization(SEO) affects the Louisville industry. As managing partner and sales associate here in Louisville, as well as PPC (Pay Per Click) Manager for some of our Houston customers, I will be able to post some of our latest happenings at Directory One, Inc. My hope for future blogs is to teach you more about marketing your company on the Internet and SEO friendly Website Design.
Search Engine Optimization/Marketing is the way companies get exposure through Search Engines like Google, Yahoo, and MSN. Directory One Inc. came to the Louisville Community to promote the benefits and exposure you can get from Search Engine Marketing. One thing to remember, Search Engine Marketing has the highest return on investment of any other form of marketing when done effectively.