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If you’ve used Google’s Keyword Tool, you’ve probably seen the column called “Competitiveness”–low, medium, and high. The low. medium, and high are based on the competitiveness of a keyword among paid search advertisers. The more advertisers are bidding on a keyword, the higher the competitiveness. By itself, paid search competitiveness tells you nothing about the organic search competitiveness, but in reality. they usually run about the same. So, most people ask the same thing about keywords: “Should I stay away from highly competitive keywords?” Read the remainder of this entry »
Post Panda (Google’s one-year-old revolutionary search ranking algorithm that has upended old-style SEO), optimizing individual pages is more difficult and less effective than it was before Panda. Google now pays more attention to overall site cleanliness and architecture. And duplicate content is ever more problematic. The larger and more complex your environment, the harder it is to present an optimized site. That’s where content analytics–the science of understanding your content and gleaning actionable insights from it–is essential to effective web publishing post Panda.
If you work in a small company, you might never have considered this as a question. You have a low budget and so why wouldn’t you use the same landing page for the same keyword in organic and paid search? Why pay for two different pages about exactly the same thing? But if you work for a large company, this isn’t a funny question at all. It is very common for the teams that run SEO and PPC to be completely separate. And when your teams are completely separate, they tend to do things separately, because coordination costs time. So, it is in fact quite normal for large search campaigns to use different landing pages for paid and organic. The question is whether it is a good idea. How would it affect your numbers if your paid and organic landing pages were the same? Read the remainder of this entry »
Marketing has always had an element of deception, even to the point that commentators believe that search marketers are nothing more than spammers. So-called “black hat SEO” has persisted for a simple reason–it has worked. But marketing, including search marketing, is becoming more and more a matter of customer relationships rather than traditional persuasion—now you can no longer fool people for any period of time. I gave a Webinar yesterday that shows you how to start practicing “white hat SEO” to lead to your success. Read the remainder of this entry »
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Paid search (PPC) and organic search (SEO) aren’t that similar, most people will tell you. Sure, choosing keywords is the relatively the same process for both, but that’s about it, right? Wrong. Although there are still plenty of differences, it strikes me that the changes made in paid search programs over the years are more and more driving us to think about PPC the same way we think about SEO. If that sounds intriguing to you, check out my latest post on Search Engine Guide, “Why you should treat PPC like SEO.”