Biznology

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Why you should treat PPC like SEO

Biznology

Paid search (PPC) and organic search (SEO) aren't that similar, most people will tell you. 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. Image by michperu via Flickr.

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3 Signs it’s time to ditch a digital marketing campaign

Biznology

Google and other search engines don’t work that way. Perhaps the keywords you’re trying to rank for are uber-competitive, or maybe you’ve mismanaged your on-site SEO and therefore, Google isn’t rewarding your blogging efforts. Conversely, a mismanaged PPC account can end up costing a company big time.

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Making Links a Priority within Online Marketing

Biznology

Google based its algorithm on links, and links remain at the core of Google’s ranking systems. Google was able to set itself apart, and ultimately reach its household name status, because in part of the use of links in its algorithm. Google saw the power of links and leveraged that power within its search algorithm.

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The importance of knowing what competitors spend on SEM

Biznology

Competitive ad spend intelligence helps you answer the big C-level question: What it will take for my company to maintain (or grow) our PPC market share? You’d be surprised how much companies spend on PPC each month. We looked at Google searches in the US from July 2013 through February 2014. Eye-opening, right?

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How to build a killer content team

Biznology

Does asking your SME to write blog posts fall flat, but she is willing to be interviewed for a podcast (that can turn into a transcript–which is fantastic Google -food?). It’s the same, excellent copy they’ve always written–with a slight Google twist. Do you want them to be PPC ad-writing masters? Do that more often.

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Don’t Under-Optimize Your Website in SEO

Biznology

The primary Google Penguin update and all of the subsequent Penguin updates have targeted sites that were guilty of “over-optimization.” These sites were taking SEO to the extreme and participating in activities that the Google Webmaster Guidelines advised against in an attempt to gain an unfair advantage over the competition.

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Are you frustrating buyers with your paid search ads?

Biznology

Look at this example from the well-respected retailer Target: And check out the landing page that the PPC ad leads to: All that Target is doing is picking out a few keywords and issuing a search to its website search engine. It didn’t take all of the keywords entered, however, because of the way that it managed the paid search ads.