How Do We Find the Right Keywords for Our Clients?

If you are reading this blog post, you probably already understand the concept and importance of keywords and the research that goes into finding the right keywords to bring customers to your site. Choosing the correct keyword phrases (not just keywords) can mean the difference between your site being a success or failing quickly. The choices you make when choosing your keyword phrases should take the following into account: what your customers are looking for (be careful not to simply choose industry terms your customers may not know) which pages you want them to find (inserting keywords on important pages, not just the home page) what is the competitive nature of the keywords you are choosing (no point in trying to rank for keyword phrases that are out of your reach) ROI is king at Big Oak so we want to choose keywords that bring in the best return on your investment. This means that we don’t always target the most popular keyword phrases; we target the keyword phrases that will bring the most traffic that converts to sales. Longer phrases can be much easier to rank for and usually bring in a more focused buyer, not someone merely kicking the tires. How do we find the keywords? What tools do we use for keyword research? At Big Oak we use a variety of tools for choosing the best keyword phrases for our clients: Google AdWords Keyword Planner The defacto keyword research tool for us and probably all SEO companies. We use it for both SEO keyword research and AdWords (PPC) research. If you take a look you will...

7 Steps to Making a Great Landing Page for PPC

Landing pages are heavily used to attract customers to where you want them on your website: the sales payment page being the ultimate objective for most ebusinesses.  Like everything else in life, there are right ways to go about creating a landing page and a million wrong ways.  Creating a good landing page is vital because this is what many first time users are going to see of your web presence, and you cannot afford for it to be the last they see of you! Here is our simple, 7 –step program to creating a landing page which works: Step One: Identify the USP Every business and product will have a USP – Unique Selling Point.  Your USP may be you are the cheapest company in your zip code for your product or service, provide the tastiest food, the coldest beer, the fastest, the cleanest, the loudest, the closest, the “whatever” you do which sets you apart from the rest of the competition. A USP will usually be combined in your primary headline, but it may be relegated to a secondary headline where you already have a short and sweet headline.  A good example is this one from Amazon: “Earth’s Biggest Bookstore” Step Two: Briefly Outline Benefits Your USP headline attracts attention, but now you have to satisfy the customer’s initial curiosity.  You should have ONE paragraph, using BULLET POINTS to answer this question from your customer, “Why do I care this product or service?” You are outlining benefits here – what will this product do for your customer.  For example: We are the cheapest which means you save...

Should I use Adwords with my SEO campaign?

SEO Question: I am already ranking well for my targeted keyword phrase in Google, so should I also start using Google Adwords so I have the the top Adword ranking and the top organic ranking? SEO Answer: This is a question we get a lot and the answer is always the same. If the ROI is worth it, then do it. If you are making more money by using Adwords with an SEO campaign then it makes sense. Running Adwords will not affect you SEO work postiviely or negatively so do not let that be a factor in whether you do it or not. In fact, using Adwords while your SEO campaign builds is even a better idea. Also using it to test some keywords is a great use for Adwords. After all, you don’t want to rank for keywords that won’t convert into sales or clients. Adwords can test this for you rather inexpensively. Remember to watch your Adwords CTR and set up a conversion testing method. One concern I can offer is to watch your sales and make sure you aren’t stealing from yourself. Obviously both methods, Adwords and SEO, will bring traffic an sales but if too many sales are coming from Adwords that would naturally be coming from SEO you may be shrinking your profit margin. Test this by dropping your ad for a time and watching your sales. Do they remain consistent? Ditch the ad. Do they drop? Put the ad back up. In the end the decision to continue your Adword’s campaign should be based on actual traffic data. Below screen shot from...