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The most valued link is a red one?
This blog isn’t intended as a source of basic search engine optimization tips – there are already plenty of SEO “experts” clogging Twitter with posts like “showing the user different content to the search engine could get you banned”. But over the coming weeks we will be posting several entries explicitly showing how to be effective in link building. Rather than just posting these entries It seemed like this topic required an introduction rather than just starting with “link building tip #1”, as we don’t want to alienate anyone.
The acquisition of links is considered one of the most basic concepts in SEO, but the actual practice of gathering links is something people often struggle with – it’s time consuming. So, we’re going to give you the kind of justifications you would need to convince an outsider that a link building project is worthwhile. Then we’ll look at the best ways strategically to go about obtaining links.
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November 21st, 2009 in
linkbuilding |
6 Comments
Competitor keywords, no longer fair game?
It may soon become a criminal offence to bid on a competitor’s registered trademark to advertise your products or services through Google AdWords and other PPC advertising solutions. Google have already clamped down on the use of competitors trademarks within ad copy but this could soon be taken a step further to give additional protection to branded terms and potentially eliminate bidding on competitor keywords altogether.
Numerous national European cases have been passed to the European Court of Justice (ECJ) as they work to ascertain whether the bidding on competitors trademarks should be classed as infringement upon them.
The adwords bidding system has historically been (and still is) ungoverned, meaning a company is free to use another company’s trademarks in order to attract people who may be searching for a rival brand.
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PPC stop and think
Getting the most out of pay per click advertising in the B2B realm
B2B environments are far more complex, both on and offline than other advertising environments, and this complexity carries over to online advertising. Generally, the B2B environment has a longer sales cycle as well as a convoluted purchasing process; one that is typically done in a manner which means that the decision to buy often does not lie with an individual who may be exposed to your advert while searching, but any number of people (who many have never seen your advert or even of heard of you). The actual purchasing process within larger organisations, no matter how modern and streamlined, rarely lend themselves to a paperless checkout/purchasing process. This is something that we will be revisiting here in the coming weeks.
A B2B PPC campaign could see a huge amount of clicks on a given keyword; and in fact, these clicks may even convert to sales. However, as we know, clicks and conversions alone do not make the process profitable – in retrospect they could make for a huge expense.
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