How To Audit & Optimize A Pay-Per-Click Account


Pay-per-click advertising gives you one of the most powerful methods to deliver targeted traffic to your website or landing page. It’s also a very fast way to get traffic. At the same time, PPC is an extremely complicated process with a steep learning curve. The difference between success and failure can depend on a wide variety of issues, such as the words you bid on, your budget, the quality of your landing page, your quality score according to Google and so much more. That’s why it’s necessary to constantly track your results and refine your approach. By auditing and optimizing your pay-per-click account, you can overcome mistakes and make your campaigns more profitable. The following are some of the most crucial areas to focus on when auditing your account.   Connect AdWords and Google Analytics For the purposes of this article, it is assumed that you are using Google Adwords. While many of the same principles apply to any pay-per-click platform, one advantage of using AdWords is that you have […]

Content Marketing Requires More Than Just Content Creation


The term “content marketing” is repeated far and wide nowadays. Many people, however, don’t understand what it takes to effectively market their content. The basic problem is that not everyone understands the distinction between content creation and content marketing. Creating content is only the first step. If you want to find an audience for your content, however, you have to actively market it.   Why It’s Not Enough to Simply Create Content The web is saturated with content. Think of all the emails, Twitter and Facebook posts and articles you see every day. The internet is overflowing with content, to the point that many people experience information overload. For this reason, when you add your own content to the mix, it’s a real challenge for anyone to notice it. Whether you are sending out a newsletter or posting an article to your blog, you are competing with countless other units of content. Many of these will be in the same or similar niche as yours. This is why simply creating […]

Google Can’t Seem To Get It Right With Recent Updates


Search engine optimization is becoming more and more complicated. Keeping up with Google’s latest updates is no easy matter. One reason for this is that Google is far from consistent in the way it rolls out its updates. There are many cases where websites find themselves rising and falling in the rankings due to Google’s fickle enforcement of its own rules. How are website owners supposed to know what they should do if Google itself goes back and forth on its own policies? Another fact that is often overlooked is that recent Google updates only affect a small percentage of sites, with the original Penguin impacting just over 3% of queries and subsequent refreshes a much lower percentage.   The Release of Penguin 3.0 As you probably know, the release of the original Penguin update was April, 2012. Google, of course, also releases smaller updates in between the major ones. In October, 2014, for example, Penguin 3.0 was announced. This was the first update since the release of Penguin 2.1, […]

Positioning Your Site At The Top Of Local Search Results (2015 Edition)


Now that Google has released Pigeon, its latest algorithm update, we are seeing some changes in the relative importance of ranking factors for local search. If you want your business to rank well in local searches, it’s critical that you stay abreast of these changes and learn how to make them work in your favor.   What Are the Main Factors Regarding Local Search? When local search became a factor several years ago, brick and mortar businesses scrambled to position themselves to benefit from this trend. It became clear that more and more customers were searching for businesses using place names. This is also related to the widespread use of smartphones and tablets, which make it easy for people to search while driving or walking around. What are the leading factors that Google and other search engines use to rank websites locally? Social Signals -This includes Google+, Facebook, Twitter and other social media sites. Reviews -Reviews play a significant role in search engine algorithms. Google looks for not only the […]

Google Releases Penguin 3.0 After A Year-Long Wait


Anyone who cares about SEO and ranking a website pays attention when they hear news of Google updates. Previous changes in Google’s algorithms, including Panda and the original Penguin, caused some major repercussions in the rankings. While some sites actually benefited, many more were penalized. In some cases, this caused the collapse of entire online businesses. Google has just announced that Penguin 3.0, the latest Penguin updated, went live on October 17, 2014. The last Google Penguin refresh was a little over a year ago, introduced in October of 2013. What will this new update mean?   Penguin: The Final Nail in the Coffin For Low Quality Links In order to predict what Penguin 3.0 will mean for website owners and SEO specialists, it’s important to understand the fundamental changes brought about by prior Penguin releases. One of the biggest areas that must be considered is the area of so-called negative SEO, which involves removing low quality “toxic” backlinks from your link profile. Google has, over the last decade, been […]

Google’s Panda 4.1 Allows Small Websites To Compete


Long ago, the frequent appearance of a competitive keyword or keyword phrase on your web site meant your pages were most likely to show up high in the search results, especially when search engines were in a race to deliver the best possible user experience. The result was an Internet filled with keywords and ads.   Quality Content Instead Search engines adjusted their algorithms and tried again. The second major iteration required web sites to have quality content. Exactly how they were measuring what was and was not “quality content” wasn’t entirely clear. What site owners did know was that simply filling a site with keywords was no longer bringing them the kind of traffic they once had. So, the site owners made their own adjustments. What they ended up with was search engine optimization 2.0, which emphasized a wide variety of content ranking for thousands of different keywords instead of taking a popular keyword and trying to build a page designed to out-compete the rest of the world for […]

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