You know when you wish you had taken action on something that you didn’t but you still didn’t take that action even when you were given a second chance to do it? That is a situation I now find myself in.
Back in 2006 I thought about trademarking the term “media stacking” in relation to a service I was going to market which was going to consist of a multi pronged approach to bring people to a company website. I am no legal expert and I never really got past the idea stage. Once thing I know is that if I had done this I would have been able to market a “media stacking” marketing solution in the UK and no one else would have been able to promote under that name.
When working on a clients SEO project a purest might argue that the best metrics to measure performance are the number of keywords used to bring traffic to the site, the number of none brand terms for which you are listed or even something as bottom line as ROI, however, from a clients perspective you cannot get away from the classic “ranking report” or rather their desire to see it.
Clients like to know where they rank for what keyword and where they ranked for that keyword last month, it’s reassuring to see what raw metric is driving all of the others even if this is something the SEO industry is trying to distance itself from.
One long standing problem with “ranking reports” is that they are boring and visually unappealing unless you want to put some serious time into design or have some software automate the process for you. The problem with the software option is that when google changes the way it displays the SERP the software can fail and will require updating. Historically this has been a problem, enter Market Samurai (there has been no payment for this post and there are no affiliate payments made on sales).
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 and in many niches such as online dating competitive. 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.
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.
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.
These are some sites I regularly visit or have found to be of particular use at one time or another; I felt that they deserved some recognition:
Free PDF downloads
Microsoft Office 2010
VPMi – PM software
kudos fishing tackle for your best fishing
SEO Company India
Best Home Loans – Webdeal.com.au provides the most competitive home loan products in Australia
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