The catch with website content is that is must be fresh and original to be most effective. If it’s not, the content can do more harm than good. As you’ve already seen, content is the one element that can keep customers coming back to your site time and again. When customers return often, your site ranking improves, because the traffic registers the site with search crawlers as a valid and in-demand site.
Behavioral targeting is a relative newcomer to advertising targeting. It’s the practice of serving ads to users based on their past search behaviors and web-surfing habits. And even though behavioral targeting is fairly new, it’s getting a lot of attention from web marketers.
One of the most onerous problems with PPC campaigns is click fraud. Click fraud happens when a person, group of people, or automated script “clicks” on PPC advertisements. Because the concept of PPC is that advertisers pay each time someone clicks on their ads, this drives the cost of ads higher and higher without resulting in any conversions.
An important element in any SEO plan is analytics - the method by which you monitor the effectiveness of your web site. Analytics are the metrics that show you how pages, links, keywords, and other elements of your web site are performing. If your web host hasn’t provided you with an analytics program, find one. Not having an analytics program is like walking around in the dark, hoping you won’t bump into a wall.
The initial idea of keyword research can be daunting. Trying to come up with the perfect combination of words to drive customers to your site, improve your conversion rate, and make yourself visible to search engines could easily give you a serious tension headache. Even using some of the techniques that have been discussed in this chapter to find the right keywords and perfect your methods of research take time. It’s not something that you can just jump into today and be successful at before the sun sets. It’s far more successful if you start slowly and build your way to greater success.
Keywords are really the cornerstone of any SEO program. Your keywords play a large part in determining where in search rankings you’ll land, and they also mean the difference between a user’s finding your page and not. So when you’re picking keywords, you want to be sure that you’ve selected the right ones. The only problem is, how do you know what’s right and what’s not?
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