Articles in The 'Search Engine Marketing' Tag


July 19 2007

Incorporate SEO into your CPC Campaigns

by MoreVisibility

By now, we should all know the importance of optimizing our CPC campaigns on a regular basis. With more and more competition building in Search Engine Marketing, it is important for marketers to freshen up their campaigns on a frequent basis. Incorporating Search Engine Optimization (SEO) tactics into your cost per click advertising efforts is a great way to accomplish this.

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July 2 2007

Don’t get stuck in a traffic jam!

by MoreVisibility

So, you’re running Paid Placement Campaigns (PPC) in Google, Yahoo, and MSN. You have set them up and you’re finally getting visitors to your site. That’s all you need to do, right? Wrong! It is absolutely imperative to ensure that your paid campaigns are running properly, and that you are using the most effective keywords and ad copy, bidding appropriately, etc. One of the biggest mistakes often made is to sit back and let the campaigns run on “auto pilot”. I can pretty much guarantee that your competition is not doing that and therefore, you should not be either.

That being said, how do you improve the effectiveness of your campaigns? Sometimes it is just a matter of tweaking your ad copy or changing your keywords. Other times, it could be revising your match type or increasing your bids. Match type refers to the way an engine matches your keywords to the actual terms people are searching for. For example: Broad Match would be the widest range possible, which means you will get coverage for any variation of your keywords. This happens to be the default setting. Exact Match, on the other hand, would require the searcher to enter your keywords exactly how you have them in your campaign. This will obviously limit your exposure significantly. It might take some testing to determine which match type is best for you based on your particular keywords.

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April 13 2007

Best Practices – “How You Play the Game”

by MoreVisibility

Best Practices is not an idea that arose from Search Engine Optimization. It has been applied across diverse industries globally. Initially, the whole concept came about from what was termed “Total Quality Management” which is a strategy aimed at embedding awareness of quality in all organizational processes. The latter explains why Best Practices is a culture within an organization, a lifestyle and an underlining value that employees follow from the top down.

At MoreVisibility, Best Practices simply means that we are not going to do anything to jeopardize your website. Our methodology is consistent with the submission criteria and guidelines set forth by each of the major search engines, including Google, Yahoo! And MSN.

In the past months, I have spoken with several individuals who have previously entrenched themselves in partnerships with SEO companies that utilize illicit, or black hat techniques. They didn’t understand or have a grasp of what they purchased, but were thrilled to be guaranteed excellent natural placement. I have even heard some companies mention that they don’t care if they engage in a link farm as long as it works in getting better organic positions! It seems these days people will do anything to get ranked higher naturally in the major search engines. I can even remember asking a webmaster who was inquiring about our services why he had hidden text all over his site. He responded by saying that it helps their keywords rank higher naturally. Ironic that he was on the phone with me requesting help, isn’t it?

We believe there is no quick fix to a successful online marketing campaign and that solid marketing principles are the driving force to success. Which do you think is more important: Winning, or how you play the game?

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