Internet Users Hbk - Chapter 13b. How to Advertise Your Business
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I Read Your Ebook, and it Gave Me A Headache! - By Dr Don Yates Sr PhD
- Natural Search Engine Optimization
- Pay Per Click
- Media Campaigns
- Build a site that the crawlers can easily navigate.
- Make sure each page has a unique title tag, description tag and lots of well-written unique content.
- Build one-way links from topical sites.
The idea started with the GoTo.com search engine, which listed search results depending on how companies bid for keywords. The advertisers only paid GoTo.com each time someone clicked through to their site, a system known as pay-per-click (PPC). Even though earlier attempts at commercializing search results had failed, GoTo.com was more successful because they started life as a commercial search engine.
Meanwhile, Google made a crucial change to the PPC system when it launched its AdWords service in 2000, listing "sponsored links" next to search results. These simple ads consisted of a text headline, a couple short lines and a link, and they eventually proved to be a powerhouse for Google. These ads were successful for three important reasons:
1) They were tied to keywords, which meant that searchers were getting ads that were highly relevant to what they were searching for;
2) Advertisers only paid for the times people clicked on the ads; and
3) Popular Google search engine drove huge amounts of traffic to these ads.
Google later branched out and started serving up PPC ads on third-party sites such as online newspapers and blogs through the AdSense network, delivering ads depending on the content of the page, rather than from search results.
Problems have persisted with PPC ads, as some companies will buy keywords using trademarked terms or the name of rival firms in order to divert traffic to their own websites. So far, courts have sided with Google, allowing people to use trademarked terms in PPC ads as long as they are not posing as the rival company and confusing consumers.
The other problem with PPC ads is click fraud, with hackers or rival firms driving up the cost of ads by clicking repeatedly on ads. Google and other search engines downplay the cost of click fraud, but researchers estimate that 10% to 20% of clicks on PPC ads are fraudulent, costing advertisers from $500 million to $1 billion per year.
Despite rosy projections, it pays to remember that advertising is a cyclical business, and online advertising dropped like a lead balloon after the dot-com bust in 2000
Advertisers have had to worry about being associated with these types of ethically challenged ad methods online, along with adware and spyware companies that deliver ads via software that's loaded onto unsuspecting people's computers. In one example, ads sold by Yahoo in its search-advertising network ended up being served through adware companies unbeknownst to the advertisers. So their ads showed up through adware companies that might have upset viewers -- not exactly a good forum for selling or promoting a product.
Advertisers also face the challenge of gauging just how many people have viewed online ads. Tracking ads online is a tricky proposition, despite the Internet's claim to better trackability.
The problem is that it's difficult to gauge how many unique people are actually viewing an ad, versus the same people viewing the ad multiple times on different computers, or automated Internet spiders or bots that scour the web for search engines.
Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. Wikipedia
The article was sourced from Internet World Stats which is also a great resource for targeting your advertising marketing campaigns. Internet World Statistics provided the scope of the user and scam problem in an earlier section. The following breaks down the data for further analysis and as a useful tool for your target marketing – where to place adverting, who you are trying to reach.
|WORLD INTERNET USAGE AND POPULATION STATISTICS
( 2009 Est.)
|Oceania / Australia
The higher your search engine ranking will be, higher will be the number of visitors to your website, thereby leading to significant increase in sales, apart from gaining strong web presence as well as brand recognition.
Search engine ranking, otherwise known as search engine placement, simply refers to the creation of a website in such a way that it ranks as high as possible in the given search engines such as Google, Yahoo, and MSN. In other words, search engine ranking is a yardstick to determine the online promotional success of a web page or website. A high search engine ranking is regarded as a more effective advertising tool than paid advertising.
Among the plethora of strategies adopted by SEO specialists to ensure top search engine ranking are preparation of pertinent content, selection of the most appropriate keyword or key phrases for your product or service, implementation of meta tags, HTML validation and link building.
Nowadays, a lot of SEO specialists are in the scenario to offer search engine ranking services. Many of them guarantee top search engine rankings. However, search engine ranking proves effective and beneficial only when professional and knowledgeable SEO personnel do it. Before you approach a SEO firm or SEO specialist, make a thorough analysis regarding its professionalism and Ethics.
Be sure they prepare content-rich information and adopt the most sophisticated SEO tools to optimize your website. There are certain SEO firms that offer search engine ranking services for low rates. Hence, before choosing such firms, their quality of service must be checked. Further, make sure that the SEO firm that you have chosen solely engage in SEO-related works, and does not treat it as a secondary.
Try to find targeted keyword phrases that your competitors are missing. Your competitors when searching for the top competitive search terms often overlook combinations of two and three word phrases. Doing a proper keyword research is a must! Make sure to spread your main keywords and keywords phrases in a natural manner. Also, using sub-topics will effectively make the keywords work well together. Making use of keyword rich content on your site will increase both your relevancy and search engine rankings leading to more traffic that convert in more sales.
The very basic thing to do is to make search engine spiders come and crawl your website periodically. For that, you have to change your website content and code periodically. If your page does not change at all, its rankings will also remain the same. Other new websites with better content and SEO will then push you from the top spots.
Another aspect that is crucial in keeping the #1 ranking is how effectively you employ the SEO concepts in your website. Virtually every website owner uses SEO in order to make his or her websites search engine friendly, so at the end of the day, it is the Darwinian theory of the survival of the fittest that matters.
For best results, you need to do well in all the areas instead of concentrating on a single aspect. Since SEO is quite a wide territory that requires core expertise all the way down, this job must be best left to a professional to accomplish. If you make any mistake, it will be difficult or sometimes impossible for a novice to bring things back on track.
Finally, submit your websites only to the top directories and search engines. Submitting to the hundreds of directories and search engines – mostly illegitimate - does not serve any purpose. If you do link building, do it carefully, one at a time. Also stay away from link farms and mass link exchange offers. Those things could land you in a hot soup. AffordableSEO
The key for generating targeted traffic is the search engine. Search engine optimization is by far the most cost effective method of advertising your website. Unfortunately, many internet marketers do not understand search engine optimization, which leads to targeted traffic that convert in sales. They are making terrible mistakes when optimizing their websites. Try To Avoid The Following Common Search Engine Optimization Mistakes:
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This is just a few of the unethical search engine optimization techniques that you should not give a try. Using these methods will not do any good and you are taking the risk of getting your site banned from the major search engines and directories. AffordableSEO
Building an accurate keyword list is critical to the success of your search engine marketing efforts. Successful search engine marketers develop their keyword list first, and then build a single, highly relevant web page for each keyword phrase.
- Generic Keywords – The most basic words used to describe a product or service category, such as “digital camera” and “accountant.”
- Descriptive Keyword Phrases – Generic keywords modified with adjectives to narrow their focus, such as “two mega-pixel digital camera” and “Seattle accountant.”
- Targeted Keywords – Keywords that apply to one and only one product or service, such as “Coolpix 2100” and “tax accountant.”
If you’re a one-person company, then ask your friends and relatives for help. You may also want to look at your internal search data for keyword ideas.
If your web site has internal search functionality, mine that data to uncover phrases your customers use to describe the products or services they are looking for. Most importantly, ask your customers what terms they use when searching for specific products. Getting this feedback from them is crucial, as they will probably have a different, and possibly more accurate, idea of what keywords your potential customers are using.
You can take this process an extra step by incorporating fee-based tools like Wordtracker by Rivergold Associates Ltd. Wordtracker works in a similar fashion to Yahoo! Search Marketing’s Keyword Selector Tool, but offers additional options at prices starting at around $7 per day.
- Are the keywords and phrases relevant to my business?
- Have I brainstormed all of the descriptive terms?
- Are the page-specific keywords relevant to those pages?
- Are there any pages that are more suitable for a particular phrase than others?
- Is there another way to phrase this term?
- Page titles
- Product titles
- Product description
- Page content
Take advantage of your peers, customers, and online tools at your disposal to make sure you’re not forgetting any critical terms. It is also important to update your list often, especially when adding new products or services to your site. Yahoo
Microsoft Advertising Intelligence Add- in for Microsoft Excel and costs a minimum of $5.00 to sign up
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I Read Your Ebook, and it Gave Me A Headache! - By Dr Don Yates Sr PhD
About the Author: Dr Don Yates Sr PhD
RSS for Dr Don's articles - Visit Dr Don's website
Author Internet Users Handbook, 2012, 2nd Edition (Full Version) - A Comprehensive Guide to Avoiding Scams Online While Doing Business.
The handbook is also available Internet Users Handbook, 2012, 2nd (Free Articles and Downloads)
Founder: The Internet Scams Anonymous (ISA) Groups
Forex, Investment Adviser, Business Entrepreneur, Mentor, Coach, Adviser
MBA, PhD Organizational Development and Human Behavior, Dissertation"Top Performers"
Former US Navy (enlisted and officer) 17 years, 2 sons in Desert Storm
Founding President/CEO/Broker La Jolla Newport Financial, Procomp Computer Services, Inc and Investment Quality Real Estate ((IQ), La Jolla California and Incline Village (Lake Tahoe), Nevada 1/1/1981. Bootstrapped $137 into $15 million plus. International Financial Adviser/Consultant for business, commercial and real estate development
Top Civilian for Aircraft Maintenance on the Staff of Commander US Pacific Fleet. Business Entrepreneur, Founder, Chairman, Director, CEO, President of a dozen successful ventures since age 8
Business Adviser, Mentor and Coach for start-up and existing growth companies.
Click here to visit Dr Don's website.
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