Archive for June 2010
So how do these processes work? What exactly goes on behind the scenes at Google? Below is a quick synopsis of the YouTube videos released on How Search Works and How Search Ads Work, to give you a better understanding.
When you conduct a Google search, you aren’t actually searching the Web. You are searching Google’s index of the web, or inventory of sites. By using programs called spiders, Google “crawls” through a few web pages they find related to your search, then follow the links on those pages, then follow more links on the pages it already found. This gives Google access to billions of pages stored on thousands of machines.
When you type in a keyword or phrase, the software searches the index to find every page that includes that keyword or phrase. Google ranks the pages in terms of relevance. The more times the page contains your keyword, the higher the page rank. If the words appear in the title or URL, the page is ranked higher.
Search results appear about half a second after queries are submitted. Google prides themselves on being impartial. Payments are not accepted to add sites to the index, update it more often, or improve its ranking.
The text adds you see in your search results page on the right hand side appear from the reasons why people conduct web searches. There are three main motives for doing a web search, entertainment, enlightenment, and information.
Google only allows ads to show on search results only if they pertain to one of the three aforementioned motives. If there are no ads to be found that are relevant to any of these motives, Google will not show any ads, period. Google does not accept payments to improve the position of an ad on the search results page.
However, advertisers can bid to have their ads placed on top and to the right of the Search results. Based on “moments of relevance,” as in moments where people specifically search for the product you are offering, your ad will have priority over others on the list of ads. You are to pay Google for every click on your ad. The payment is based on how much you bid for that spot.
Business is evolving. In the current business world, you may be able to survive with just a simple brick and mortar location, but you won’t be able to expand your reach. The most important “next step” to take for your business, is to jump into the online business world. Build an internet marketing strategy that works for you.
Follow these 8 steps to start your online business today.
Step 1. Pick your Product
The smartest idea is to sell a unique product you yourself own or have made. That way you have more control over the distribution, trademarks, patents, or copyrights. If not, be sure to research the most reliable wholesalers available.
Research your target market and have a clear understanding of what your consumers are looking for.
Step 2. Purchase your Domain
You want your URL to be simple, descriptive, and easy to find. If possible, make it the exact same name as your business. Search engines generally rank .com sites higher than .org or .net, if possible, purchase all three domain names and redirect the .org and .net pages to your .com site.
Pay for a 5 year reservation because search engines rank websites that have been or are going to be around for a long period of time. Fly-by-night sites are not ranked very positively.
Step 3. Build your Website
There are three very important rules to abide by when creating a website. In web development, your website must:
- Be easy to navigate – keep your information simple, deliberate, and consistent
- Have a call to action – use a Contact Us forum, a shopping cart, or membership subscriptions
- Use Search Engine Optimization – the use of specific keywords to rank your site higher up on search engines
Step 4. Online Purchases
The fastest and easiest way to set up an online payment program is to use Pay Pal. Any individual with an email address can securely and easily send and receive payments online. Pay Pal has a well-known reputation of having a solid fraud prevention system.
Step 5. Use Search Engine Optimization
Use Google Adwords or other keyword testing programs to see what kind of results you might get on search engines. Google your own company or product and see what kind of words show up the most often. By using keywords throughout your website, you better your chance of increasing visibility and traffic.
Step 6. Start Blogging
Blogging is a great way to insert useful keywords and backlinks. It is also a fantastic way to disseminate information to your viewers and interact with people online. It is a social media marketing strategy that is sure to see results.
Step 7. Start you Affiliate Program
By enlisting other website owners to promote your products, you expand your market reach. You will pay your affiliates a commission for converted sales, but it’s just another great internet marketing strategy to utilize.
Step 8. Your Website Statistics
Pay attention to which keywords visitors are using in their search engines, which pages your visitors spend the most time on, and how often your visitors are converted into customers.
After completing these 8 steps you are well on your way to succeeding in your online business!
AdWords is a comprehensive ad campaign management tool run by Google to help you manage your costs, write compelling ads, choose effective keywords, run successful campaigns, and provide you with other helpful resources for your internet marketing strategy.
Head to the AdWords homepage, and use your Google Account for your AdWords username and password. If you have not already set one up, click Start Now. When you choose a username and password, it will be your login criteria for all Google products.
You will be asked to choose your currency, which you cannot change after you’ve chosen. You will then be asked to verify your account by an email. Click the link provided then sign in to your AdWords account.
Managing Your Account
Within your AdWords account, there are 6 easy to navigate main tabs.
You get a clear Account Snapshot, which gives you a summary of key account information. Such as:
- Account Status
- Best Performing Keywords
- Active Campaigns
- Campaign Performance
- Helps and Tips.
Under your Campaigns tab, where you’ll spend most of your time, you can create and edit your:
- Campaign settings, and
- View your performance summary graphs
Under the Opportunities tab, you can find ideas for ways to improve your performance. Some tools that can help include:
- Keyword Tool
- Placement Tool
- Traffic Estimator
- Ads Diagnostic Tool
- Ad Preview Tool, and more
For more advanced reporting, use the Reporting tab to use:
- Google Analytics to track the performance of your website
- Report Center to track the success of your ads, keywords and campaigns
- Change History to see changes made to your account
- Conversions to view your conversion rate
- Website Optimizer to test site content that delivers actionable results
Under the Billing tab, you can view your billing summary and edit your billing preferences
Under the Account tab, you can control your personal information and preferences. The options include:
- Account Access – invite others to create their own login email and password for access to your account
- Notification Settings – choose which topics you receive email notifications about
- Preferences – choose your language, time zone, tracking, your Google Site, or cancel your account
Enhance your internet marketing strategy with AdWords. It’s cost-effective, simple, easy to use, and generates traffic.
Don’t stop emailing!
Email is starting to be considered as passé by some avid social media marketers. However, email can still be used as an important marketing tool for your online business. Email actually has the potential to increase traffic and generate leads, so use it wisely by following these 6 tips.
1. Don’t rely on Images
Considering almost everyone who uses email now has a setting specifically blocking ads and images, pay attention to your important info and repeat it in the text in the event your reader has blocked your images.
2. Be factual
In sending an email, be concise and stick to the facts. Your email should be educational and not promotional. You should give the consumer the power to make the choice to evaluate and then make the purchase.
3. Pay attention to the subject line
Most people screen their subject lines for important information and if they can simply disregard the email altogether. The most important part of your email, your value and proposition, needs to be in the subject line. It’s not a title, or a summary, it’s your best line and your only chance.
4. Keep things simple
I say this all the time. Your message should be concise, to the point, simple, factual, and effective. By focusing your content on one objective, you’re more likely to convert a reader into a customer. Don’t overwhelm the customer with too many options or too much information.
5. Customer feedback
It is important to send emails to customers you’ve already converted. This helps to ensure brand loyalty and may even spark a cycle of word-of-mouth or viral marketing. Customer service can’t be stressed enough in business, so pay attention to your customers and respond in a timely and friendly manner.
6. Don’t try too hard
Generally, people are on the internet for research and expanding their knowledge. It is a dependable resource for gathering information. If you try too hard to sell to a customer who is in the mood to read and research, you will immediately turn them off. Just provide the necessary information for them to make a decision.
Writings blogs takes technique if you want some traffic and a loyal set of followers. You may feel your web content is relevant and worth reading, so use these 9 tips to prove to your readers why your content deserves some readership.
1. Be authentic
In order to inspire a loyal readership and consistent following, you must be authentic. Use all of your own information, source your research, and don’t plagiarize. For your blog to be successful, you must be trustworthy. Write about things you actually have experience and expertise in.
2. Personalize it
Don’t be afraid to add some personal touch. If you have certain phrases, metaphors, analogies, or anything that makes your writing a little more “yours,” use it! Give people a reason to recognize your material as more than just a generic blog.
You are writing for your readers, explore forums and see what people are talking about and what they’re interested in relative to your topic. Also, your blogs need value. Your readers should want to read your material to gain a little bit more knowledge about a topic that already has their interest. Understand what people want to learn about and use keywords that people will search for.
4. Read other blogs
By referencing other blogs you can create great backlinks and also draw a lot of attention if you’re providing a different point of view on a popular topic. By reading other blogs, you’ll get a little more insight on the difference between popular blogs and rarely-viewed blogs. Participate, and start networking.
5. Assess your audience
Who are you writing for? The type of audience you are writing for is highly influential in determining your content. You need to determine the maturity level should you write with, how appropriate it is, and how people of that demographic will actually benefit.
6. Don’t be too narrow
By narrowing your topic, you’ll simply run out of topics to write about. Blogger’s block is frustrating and often difficult to avoid. When you feel yourself struggling to find a topic, go back to the basics and write about something a little more broad.
Simply, don’t overdo it. Try to avoid use fluffy language, blogs are designed to be a quick read, just a daily dose of information. By using headings, pictures, lists, and charts, you relay your information creatively and succinctly. It’s much more attractive to the average blog browser than a massive block of text.
8. Discuss, Don’t promote
You’re a writer. Try not to oversell or over-advertise a particular product you’re discussing. You will no doubt lose followers and credibility if you are judged as an advertiser or self-promoter posing as a blogger.
9. Write everyday
By writing everyday, you’re increasing the amount of content you disseminate into the ever-changing web. You will gain followers because of your consistency and the fact that you deliver. Also, it’s challenging to write everyday, push yourself to learn more and write better.
Adobe’s Flash has been taking some serious heat lately as Apple and Adobe continue their spat over the future of online video. Advertising agencies continue to suffer due to a lack of development with Flash. A successful online business’ website should be designed to engage their customers, not frustrate them.
Even the American Association of Advertising Agencies relies heavily on flash players that are inconsistent in loading time.
Adobe Flash Player can take minutes to load, but your customer attention span is only seconds. If your web design is difficult to navigate, slow, glitchy, or is ridden with broken links, good luck retaining any customer loyalty.
Many advertising agencies are hung up on having a fun, flashy, aesthetically appealing website that may actually end up working against them. With Adobe Flash struggling to update and revamp their service, the Flash can be the very thing that buries your potential website’s audience reach, traffic and search engine optimization tactics.
Steve Jobs himself made several statements regarding the lack of quality that seems to continually plague Adobe Flash Player. According to an article on ComputerWorld Jobs said:
We told Adobe, if you ever have this thing running fast, let us know, which they never did.”
Before the iPhone was launched in 2007, Apple made an affirmative decision to ban Flash from the new smartphone. Jobs blamed the exclusion on issues from “poor performance to security issues.”
Apple fervently supports the idea of embedded videos as a permanent replacement for flash. The embedded videos will be a prominent feature in HTML5, the new generation of H that is the fundamental language of websites currently under development.
The embedded videos will give websites more power and control over their web design. It eliminates dependence on third party plug-ins like Adobe and Microsoft Silverlight.