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?
No matter whether it is black hat or white hat search engine optimization techniques that you are considering using, the fact is that SEO never stands still. As web site design evolves and the search engine spiders become ever more sophisticated and ‘smart’, the SEO tactics that are most effective develop over time as well. For that reason, things that might have worked a year or two ago will not necessarily work now.
As an example, a ‘classic’ black hat technique that used to be very effective was to take the keywords or phrases that you just discovered and add them to the pages of your site, but in text that was the same color as your page background.
Just at a time when SEO is driving all the bull shit SEOs into total insanity, we have a million dollar question right in front of us. Do we need SEO for our website? Now, imagine a world void of SEO, how wonderful it would be to get rid of the scrap. Here, comes the new big daddy of SEO - User Engine optimization (UEO) as opposed to the failing Search Engine Optimisation (SEO). So what the hell is UEO? Simply create your website for the User and produce great content - simply something that is unique in this world. Yes I mean unique and no shit that comes safe out of the damn Copyscape tool that we would have bought to blow our trumpet.
The question of what to name a web site is always a big one. When selecting a name, most people think in terms of their business name, personal name, or a word or phrase that has meaning for them. What they don’t think about is how that name will work for the site’s SEO. Does the name have anything at all to do with the site, or is it completely unrelated?
That question comes up frequently when a company or individual is designing a website. Does it matter who hosts your site? The answer is no, but that’s not to say that domain hosting is unimportant. Elements of the hosting have a major impact on how your site ranks in search results.
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