March 2012

Search Marketing Definitions

Search Marketing

Search Marketing is defined as targeting users who are search for specific words online and trying to solicit their clicks through either paid search (the ads to the left of the page) or organic search (the results in the center of the page).

Search Terms

Broad search terms are short keywords that often have a lot of traffic.  Such as “gold”, or “coins”.  Longer keywords are more specific   commonly referred to as “long tail keywords”.  Examples of these would be “mercury dime 3 coin set”, or “2008 gold buffalo 4 coin set”.

Typically close rates on clicks are better for long tail keywords then short keywords.  This makes intuitive sense since long tail keywords bring clicks from people who have already made a decision of what key want to buy.

Paid Search

Paid search is most effective when used to target long tail keywords because there is usually a higher click through rate and thus lower cost per click.  On top of that, the conversion rate is better.

Organic Search

Organic search is non-paid search.   The highest click through rates are for natural search.  The top position of a particular phrase gets a 70% click through rate.  Position 2 30%.  Position 3 10% and it moves down dramatically after that.  In order to achieve rankings for a particular term, we apply a technique called search optimization.

 

Search Optimization (SEO)

Search optimization is the manipulation of natural search results through a number of methods.  The first and most critical is on page optimization.  This means that the indexed page is properly designed with title tags, meta tags, and descriptions that include the keyword.  The second method, which takes much longer and requires an investment of money and time, is link building.

Link Building

Link building [...]

By |March 28th, 2012|Search Marketing|Comments Off on Search Marketing Definitions|

Display Advertising Basics

Display Advertising

Display advertising is buying the display of banners on a variety of different websites.  A long time ago, this was done be contacting individual publishers.  Now for the most part, banners are served through advertising networks.  The largest is doubleclick/google, but there are others.  Typically ads are bought on a Cost per thousand “CPM” impressions basis.  An impression is counted every time your ad is served when a user is on a website.  For example, you can typically purchase 1000 impressions for anywhere from $1.50 to $2.00.

The largest factor determining success is the click through rate.  1000 impressions at $1.50 with a .10% click though rate (rather standard) will net visitors at $1.50 per click.  A more successful campaign will run at say a .41% click through rate and deliver visitors at a cost of $.36 per click (CPC).  Once data is acquired, ad networks may allow you to convert your campaign to cost per click or even cost per acquisition (CPA).  The two factors that will determine your click through rate is the design of your ad and more importantly the targeting of your ads.

The chart below illustrates average click through rates for banners in the United States in 2010.

Display Network Targeting

In the past the only type of targeting that was available was run of network (RON).  An ad network would run your ads across a number of sites and optimize the sites with the most clicks.  Now days there are other ways to target advertising.  Depending on the type of targeting, click through rates can increase from the standard average of .10% to as high as 1%, allowing you to effectively market to your potential customers.

Types of Targeting

Contextual

This type of targeting [...]

By |March 28th, 2012|Display Advertising|Comments Off on Display Advertising Basics|

Ecommerce SEO with Magento

Ecommerce Search Marketing on the Magento Platform

Magento is a powerful software solution that provides unprecedented look feel and functionality at a very low cost.  This platform can be extended to aid Search Engine Optimization.  Much of the functionality is built in, some functions need to be augmented by plugins.  To fully utilize your Magento store, you need search rankings that match your new beautiful website.

Ecommerce websites in general and Magento specifically fall into several SEO traps that can be overcome with a professional SEO company.  Some problems to look out for are issues relating to duplicate content.

Panda Update

You have probably heard about google’s panda update.  This update was also called the farmer update because it was directed towards content farms, or websites that practiced scraping of content from other websites and republishing the content on their own website for purposes of gaining search rank.  The panda algorithm works by looking for duplicate content and penalizing sites with “lite” or “duplicate content”.  For ecommerce websites that depend on template product display pages and often very light or manufacturers descriptions, this meant the panda update also affected their ability to rank.

The solution for ecommerce websites is eliminating duplicate content and adding more unique content into their website.  For magento websites this has several implications.

Removing Duplicate Content

By default Magento makes several mistakes that allow Google to think that it has duplicate content within its own website.  For example, if you track the number of pages google has indexed in your site, you may see 10,000 products indexed when you in fact only have 2000 or so products.  What is happening is google is indexing your products more than once.  This makes google think you have duplicate content [...]

By |March 28th, 2012|eCommerce SEO|Comments Off on Ecommerce SEO with Magento|