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Internet Marketing Tip – Register in Google Places

Part of the 999 Internet Marketing Tips Series

By Dave Ingalls
December 6, 2010

Internet Marketing Tip #3 – If you are an organization that depends on generating interest/business from your LOCAL MARKET, then you should RUN, not walk to GOOGLE PLACES and claim your location!

Don’t know what Google Places is? Even more reason to click on the link above and find out!

One recent Google estimate is that 20-25% of ALL searches made on Google have some type of local aspect to them. And that percentage is growing!

Here’s a video by a Google Product Manager involved with Local Search that gives a quick overview of how Google computes local search relevance – in other words, what results get shown first for particular local search phrases.

The video also covers several recent additions to Google Places that will help organizations stand out more prominently in Google search results – Google Hotpot, Tags and Boost.

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Video SEO

By Dave Ingalls
B2B Internet Marketing Consultant
September 1, 2010

Hey gang, check out one of the latest innovations in Search Engine Optimization, VIDEO SEO!

I recently had the opportunity to sit down with Jay Spencer and Andy Galeshahi, President and Sales and Marketing VP respectively, of SearchPro Systems, an SEO firm with a VERY interesting twist on SEO.

Jay and Andy started SearchPro Systems, located in the greater Boston, MA (USA) area, for the specific purpose of making VIDEO SEO the centerpiece of their SEO practice. SearchPro Systems offers a full array of Search Engine Marketing (SEM) services, but VIDEO SEO is almost always at the heart of their overall SEO strategy.

What the heck is VIDEO SEO? It’s basically the optimization of video content to be found and highly ranked in Google and other search engines for particular search phrases. But it’s a lot more complicated than that to do it right!

Why bother creating video content and then optimizing it for search engines? With the advent of Google’s Universal Search strategy, VIDEO SEO has become one of the hottest SEO activities! How hot? Check out this brief video where Andy discusses the effects of Universal Search and VIDEO SEO on Google search engine results with none other than Bruce Clay, considered by many to be the Father of SEO:

Bruce’s read on Google Universal Search and VIDEO SEO is simple and straightforward: “companies either need to embrace both or perish!”

While their requirement that ALL videos be produced by SearchPro is a key component of their success, what I liked MOST about the way Jay and Andy have approached VIDEO SEO is the focus of these videos – every video they showed me was basically a 2-4 minute informational/educational video about a product or service that their client wanted to be found for in Google, Yahoo, Bing, etc. Brilliant!

You can check out SearchPro Systems and VIDEO SEO at www.searchprosystems.com

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Inbound Marketing “Bible”

“Inbound Marketing – Get Found Using Google, Social Media and Blogs”

By Dave Ingalls
B2B Internet Marketing Consultant
April 21, 2010

“Inbound Marketing – Get Found Using Google, Social Media and Blogs”, by HubSpot founders Brian Halligan and Dharmesh Shah is THE seminal book on how to use the new concept of “inbound marketing” instead of the classic outbound or “interruption” marketing model to succeed in your online marketing efforts.

In fact, as far as I can tell, Halligan and Shah basically invented the term “Inbound Marketing” when they opened the doors at HubSpot, a marketing software company that helps businesses “get found”, and have now formalized the concept with the release of this book.

Even though the book is a quick read (a little over 200 pages), you’ll find yourself re-reading and “dog-earing” many of the pages!  It’s stuffed with incredible insights and useful tips on how to put those insights to work in your online marketing program today.

I won’t bore you with a section-by-section review of this very useful book. I’ll just leave you with this thought: the next time you buy something, anything really, think about the trusted sources you used to help you make that buying decision, and where YOU found those trusted sources. I’ll bet most if not all of those sources had some online aspect to them, and here’s the KEY point, I’ll bet YOU found them and not the other way around.

My advice – Buy this book Now! Here’s a link to the book on Amazon:

Inbound Marketing – Get Found Using Google, Social Media and Blogs

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Google AdWords and Analytics – Put a Bounce (Rate) in Your Step – Part III

How Linking These Two Applications Can Improve Your AdWords ROI

By Dave Ingalls
Internet Marketing Consultant
January 23, 2010

You’ve got your AdWords ads click through rate (CTR) up in the 5-15% range, and sometimes higher, but those clicks are not translating into either online sales and/or product inquiries.  Sound familiar?

In Parts I and II of this article, we put the pieces in place to try to better understand this situation.  If you haven’t read Parts I and II, please do so by clicking on the following links before continuing:

Google AdWords and Analytics – Put a Bounce (Rate) in Your Step (Part I)

Google AdWords and Analytics – Put a Bounce (Rate) in Your Step (Part II)

And now to pick up where we left off in Part II:

In Part III we examine the possible causes of high AdWords ad bounce rates – leading candidates include ad wording, keyword phrases used, and landing page content and wording.

AdWords Ad Wording – let’s start by looking at the AdWords ad itself, although it’s going to be important to look at how all of these elements work together to produce clicks on a specific ad.

As all of you who run AdWords ads already know, there is not a lot of text to work with in a typical ad!  25 characters, including blank spaces, in the ad title line that is also the link to the landing page, then 35 characters in each of the next 2 lines, then the Web site Home Page URL in the fourth and final line in the ad.

I think the most important point to make about AdWords ad wording is to include the most important keyword phrase in the title line if possible, and then include the words in the phrase at least one time in the second and third text lines.  If you have more than one important keyword phrase (and who doesn’t?!), then I advise you to create more tan one “Ad Group” in AdWords.  In this way, you can dedicate each ad to a specific keyword phrase.

Keyword Phrases Used – The key here is to be very specific – remember, you are not trying to maximize the number of clicks on your ad – you are trying to maximize the ROI of each of those clicks!  Two things to keep in mind – one as you select keyword phrases for a specific ad, and one to watch just after the ad starts running to better target the ad.

As you select keyword phrases, FIRST try them in Google searches to see what search results are returned for each phrase.  If the keyword phrase returns too many of the wrong search results for your product or service, try enclosing the phrase in quotes (go from a “Broad” search match to a “Phrase” search match).  If it’s still not returning the results you want, try enclosing the phrase in brackets (an “Exact” search match).  Of course, if this process does not return the desired search results, then you need to rethink the use of that keyword phrase.

After you start running your ads, check the Quality Score for each keyword phrase (I use AdWords Editor to do this – this is a great tool for editing/evaluating a number of AdWords components – check it out/download it at AdWords Editor).  The Quality Score for each keyword phrase should be 5 or higher – if not, work toward achieving that score or eliminate that version of the keyword phrase.

Landing Page Content, Wording – Now that you’ve got the RIGHT folks clicking on the AdWords ad, you better be sending them to a page on your Web site that is INSTANTLY recognized by those same folks as RELEVANT to what they were searching for in the first place. And this is probably where most Web entrepreneurs drop the ball!  Admit it – if you’ve been using AdWords for a while, you probably do a decent job with the first 2 items (AdWords ad wording and keyword search phrase selection), but it’s creating and testing killer landing pages that ALL of us drop the ball!  Too many AdWords ads point to Web site home pages or all-the-products-for-sale pages.

So roll up your sleeves and create at least one unique landing page for an AdWords ad that currently only directs AdWords ad “clickers” points to your Home page or to a multi-product purchase page.  Split the traffic between the 2 for a week and then measure the respective “conversion rates” and bounce rates of those pages.

How do you do this quickly and relatively easily.  Use the Google Website Optimizer to put together your first A/B page test – here’s a link to the Website Optimizer Quick Start Guide.

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Google AdWords and Analytics – Put a Bounce (Rate) in Your Step – Part II

How Linking These Two Applications Can Improve Your AdWords ROI

By Dave Ingalls
Internet Marketing Consultant
December 13, 2009

You’ve got your AdWords ads click through rate (CTR) up in the 5-15% range, and sometimes higher, but those clicks are not translating into either online sales and/or product inquiries. Sound familiar?

In Part I of this article, we put the pieces in place to try to better understand this situation. If you haven’t read Part I (steps 1 thru 4 of this exercise), please click on the following link:

Google AdWords and Analytics – Put a Bounce (Rate) in Your Step (Part I)

And now to pick up where we left off in Part I:

FIFTH, go to your AdWords account and follow these steps to see the “bounce rate” for your individual AdWords Campaigns (and even more detail if desired) compared to the overall bounce rate for all of your AdWords ads:

In AdWords, follow this link path:

Reporting (tab at top) > Google Analytics (in dropdown menu) > Traffic Sources (in left column) > AdWords > AdWords Campaigns

Once at AdWords Campaigns, select the “Comparison” icon located over the “Bounce Rate” box on the right side of the screen display. You are now looking at what the Bounce Rate of each of your AdWords campaigns is compared to the average bounce rate for all of your AdWords campaigns. If you click on an individual campaign, you will then see the Ad Groups in that campaign and their bounce rates.

Bounce rates in RED are BAD (visitors click on your ad and then immediately leave your Web site/Blog), bounce rates in GREEN are GOOD (visitors arrive and, on average, stay – they visit more than one Web site page/Blog post).

I think you’ll find this exercise to be a REAL eye opener – I know I did!

Even more informative (or potentially shocking!) is to find the bounce rate for your Web site/Blog without AdWords ads included and compare THAT bounce rate to your AdWords bounce rate. At the very least, you’ll certainly be more focused on where your bounce rate problem REALLY lies!

In Part III we will examine what the possible problems could be that lead to high AdWords bounce rates – AdWords ad wording, keywords being used, landing page content, wording, etc.

Next – Please come back for Part III of this exercise.

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