Longer Google AdWords Ad Copy

Source: http://www.seobook.com/longer-google-adwords-ad-copy

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Currently I believe the above extended description is a limited beta test, but if Google starts mixing that in with Google Advisor ads & ad sitelinks there might not be a single organic result above the fold on commercial keywords.

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The above image is even uglier when Google Instant is extended.

Using the 150 word ad descriptions would drive everything down one more row per ad. Adding another line to each of the AdWords ads would push the “organic” search results down another listing.

Of course one response is to operate in the tail of search, but just look at DMD to see how well that worked for them.

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They are so desperate that they sent legal threats at a site flaming them. Humorously, that site also runs AdSense ads.

And that desperation is *before* Google has finalized a legal agreement on the book front & started aggressively pushing those ebooks in their search results with full force. In 12 months ebooks will be the new Youtube…a service that magically keeps growing over 10% a month “organically” in Google’s search results.

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Your content isn’t good enough to compete, unless you post it to Youtube.

In addition to uploading spammy videos in bulk to Youtube, maybe SEOs should create a collective to invest in “an oversized monitor” in every home and on every desk. 😀

Alternatively, switching the default search provider on every computer you touch to Bing doesn’t seem like a bad idea.

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Content Optimization Tutorial: How to SEO your Content for Rankings

Source: http://www.searchengineguide.com/stoney-degeyter/content-optimization-tutorial-how-to-seo.php

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A lot of people have trouble figuring out the “correct” way to optimize content for keywords. Copywriters are resistant to having to use particular words to get their point across and, rightfully, don’t want their content cluttered with dumb sounding “keyword” phrases.

It’s unfortunate that “optimized content” has somehow come to mean something other than “marketing content” for a website.

Optimizing content for search engine rankings is first and foremost writing marketing copy for your visitors. The key difference is we know what (key) words your visitors are looking for, and it’s just a matter of crafting the content to accommodate their interests.

When optimizing a page, we generally like to have something to work with. Most clients provide us some initial verbiage to use as a starting point. This information can help us better understand the client’s perspective on their products or services and is an excellent resource for the finalized product.

Of course, this is only one resource. We also like to have a good understanding of the client’s philosophies, hot points, key selling propositions, etc. All these get worked into the content as needed.

Keep Your Focus on Keywords

While optimized content is primarily sales and marketing driven, it must also use the keywords that searchers are using to find your products or services. There are three different types of “keywords” we try to work into every optimized page: core terms, supporting words, and related words.

Core Terms

Core terms are generally the subject of a page. A core term is a two, sometimes three-word phrase that summarizes what that page is focused on. All other phrases will be based on this primary phrase.

Examples:

    • motorcycle battery
    • dog collar
    • plastic card
  • kids clothes

Supporting Phrases

Supporting phrases are essentially the core term plus one or two other “qualifying words” that create a unique phrase. Generally, any single core term can have 100-1000 supporting phrases, but we like to focus a page on 10-20 of these phrases that are tightly related to each other.

Examples:

    • motorcycle battery charger
    • bark control dog collar
    • plastic business card manufacturer
  • kids ski clothes

These additional supporting words (charger, bark control, business, ski) can be used liberally within the content (keeping quality a priority). They do not necessarily need to be used within the full phrase, but should be when possible and it makes sense to do so. The key is to make sure these words are used on the page in some form or another.

Related Words

Related words are words and phrases that are generally found on pages focused on this particular topic. They may or may not be words people are typically searching, and they are definitely not words we are trying to rank for with this page, but they provide the reader (and search engine) greater context regarding the topic of the page.

Examples:

    • motorcycle battery chargers
    • bark control dog collars
    • plastic business card manufacturing
  • kids ski clothing

Related words might include stemmed variations of the core term (i.e., if the core term is “run,” then stemmed variations might be: running and ran). But they are not always words that can be worked into the target phrase.

Look for words with similar meaning as the core term (jog, walk, hike, stroll) or words most often used in conjunction with the core terms (shoes, fast, sweat, exercise, hide, hydrate, etc). Not all related words will be relevant for a particular page. The writer should pick and choose related words to be used within the proper context.

It is important for all core, supporting and related words be carefully considered before optimizing a page. Core terms are the most important terms on each page and should be used as a phrase as often as good, readable copy allows.

Pay Attention to Writing Style

While keywords must be considered an important aspect of each optimized page, the ability to produce content with a natural style of writing and a focus on the marketing goals trumps all else. The content should use customer-focused language which speaks to the visitor’s needs, providing solutions and organized in a manner that makes reading, skimming, clicking and purchasing easier.

Sales Message: Each page must have a clear sales message that entices the visitor to continue reading, offering easy click-access deeper into the site and ultimately into the final conversion. The writer must research both the company and the product or services being sold in order to deliver that message and provide enough information to help users make an informed decision about what they want.

Headings: Page and paragraph headings should be used wherever appropriate. Every page must have a page heading which succinctly introduces the content on the page. Headings should be matter-of-fact and, if it makes sense, use the core term (i.e. Expert PC Repair and Computer Networking Solutions).

Bullet Points: Certain paragraphs can often be broken down into bulleted lists for easy reading and scanning. This is a great way to get readers to find the benefits of a product or service quickly without reading a lot of the other text. Bullets help break up a redundant text page while making skimming and scanning easier.

Bolds and Italics: Bolded and italicize words should be used infrequently and only in ways which help the overall readability of the page. Skim- and scan-ability can be improved with selective bold and italic usage of important information. Don’t only bold or italicize keywords, but rather phrases that contain key takeaways.

Internal Hyperlinks: When writing each optimized page, look for opportunities to link out to other pages of the website, or in some cases, external resources. Linked text should be absolutely relevant to the topic and link to pages that give greater detail or more information that can’t be worked into that page. Links to ‘about us,’ ‘contact us,’ and products/service pages can be used liberally, as good writing and usability allows.

Calls to Action: A page without a call to action is a page wasted. The goal of every optimized page is to get the reader to take an action. Whether that action is to read more, find out how, download, purchase or to get additional information, the call to action is necessary to propel the visitor forward toward those goals.

Write Strong Page Titles and Descriptions

Each optimized page must have both a title and description (for HTML title and meta description tags), which are separate from the visible body content. Titles and descriptions are most often seen in search engine results and are primarily responsible for driving the click from the search result to the optimized page.

Titles: The “title” of every optimized page is probably the single most important place to optimize. The title should be 8-12 words in length and contain the core term.

Since the title is the clickable link in the search results, it must provide value to searchers so that they will be compelled to click into to the site. Titles should never be deceptive or provide information that is not found in the body content of the page.

Descriptions: Also used in the search results, page descriptions need to provide additional, relevant information that can’t fit into the title. Both core and supporting keywords should be used in the description, giving the searcher as much information as possible in a very short and succinct paragraph. Description should be 30-50 words in length.

Putting all of these components together can give you a very strong, well-crafted, optimized page that will perform well for both search engines and visitors alike. Getting keyword rankings isn’t good enough. The page must generate profits! Any page can get traffic. An optimized page should draw traffic through rankings and be a critical part of the conversion/persuasion process.

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Google Made a Minor Tweak to the Panda Update

Source: http://www.webpronews.com/google-made-a-minor-tweak-to-the-panda-update-2011-07

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Google makes hundreds of changes to its algorithm every year. Some days it makes more than one (obviously). One day last week, the search engine reportedly made a small tweak to the Panda part.

Barry Schwartz posted the following statement from Google regarding the matter:

“We’re continuing to iterate on our Panda algorithm as part of our commitment to returning high-quality sites to Google users. This most recent update is one of the roughly 500 changes we make to our ranking algorithms each year.

So, take that for what you will.

Google has not given any new indications of what it is doing differently on the Panda front, but as the company has said in the past, they will continue to “iterate” on it.

A few webmasters recently took to the forums to express that their sites had suddenly changed rankings, and interestingly quite a few seemed to be for the better. That’s kind of a change of pace from the grumbles we’ve been hearing for the better part of the year.

We still haven’t heard of any full recoveries, though HubPages is taking an interesting approach, as we looked at recently, by giving authors their own subdomains, as to separate content author by author, so one author who writes poorly doesn’t drag down the content of a higher quality author.

In early tests, HubPages has seen some success in rankings for certain content employing this strategy. The jury is still out on how this will impact the site as a whole.

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AdWords Express (Formerly Boost) Launched for U.S. Businesses

Source: http://www.webpronews.com/adwords-express-formerly-boost-launched-for-u-s-businesses-2011-07

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Google announced the launch of AdWords Express, which was tested with a small number of local businesses under the name Boost last fall.

The product is aimed at local businesses who aren’t already using AdWords. “AdWords Express helps potential customers find your website or Place page, and gives you a quick and straightforward way to connect with them and grow your business,” explains AdWords Express Product Mangager Kiley McEvoy. “You simply provide some basic business information, create your ad, and your campaign is ready to go.”

“After you sign up, the campaign will be automatically managed for you,” continues McEvoy. “AdWords Express will figure out which searches should trigger your ad to appear and displays it when these searches happen. Your ad will be shown in the Ads section of search results pages—on the top or right hand side—and in Google Maps with a distinctive blue pin. Customers can see your ad whether they’re searching on laptops or mobile phones.”

According to the company, AdWords Express automatically optimizes ads to get the most out of the campaign and the budget.

To use the product, the only thing you need is a mailing address, which you can make private. You don’t even need a website, as your Google Place Page can serve as your landing page.

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Yahoo Unrolls Search Alliance to 6 New Countries

Source: http://www.searchenginejournal.com/yahoo-unrolls-search-alliance-to-6-new-countries/31253/

 

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For Yahoo, the deal with Microsoft is the single most important part of the big picture business plan. With Microsoft now running the back-end of Yahoo’s search, not to mention the search advertisements, the alliance is a major opportunity for Yahoo to decrease the cost of operations. Meanwhile, because Yahoo is reimbursing Microsoft for transition costs and forking over 12 percent of the search ad revenue, the deal is also costly.

One of the most clear things is that the search alliance will become less costly once it’s complete. At that point, Yahoo will be able to drop its back-end support in countries where Microsoft hasn’t yet taken the reigns, and transition costs will no longer be deducted from the total company income. So it’s good news for Yahoo that the transition to Microsoft has completed in another six regions.

Those six regions are Argentina, Chile, Colombia, New Zealand, Peru, and Venezuela. Several more regions in both Europe and Asia are slated for a transition to Microsoft, while Yahoo Japan sticks out as an exception; they will be transitioning back-end and ad services to Google. Every area where Yahoo transitions these key search elements will have functionality and interface options customized to the unique needs of the region.

In its second quarter earnings report, Yahoo discussed the importance of these transitions, noting a large chunk of their cost of operations that could be blamed directly on transition reimbursements and other fees that would soon dissipate. The company predicted that the remaining regions will be fully migrated by the end of 2011.

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Introducing the Google Adwords Card; Buy Now, Regret it Later

Source: http://www.marketingpilgrim.com/2011/07/introducing-the-google-adwords-card-buy-now-regret-it-later.html

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Google is always looking for ways to make life easier for the small business owner. They know that the cost of running a major Adwords campaign can be prohibitive for the mom and pop shop but they have a solution.

Introducing the Google Adwords Mastercard! No monthly fee, low finance rate, high credit line and only one restriction – you can only use it to buy ads on Google.

In theory, it’s a good idea. Most people need to advertise when they can least afford it, which is prior to their big season. With the Adwords credit card, you can place your ad during the low income month of August and reap the rewards when the holiday shopper money starts rolling in.

The downside is the same as with any credit option, the temptation to use it exceeds most people’s ability to pay it back. Sure, everyone rolls in with budget limits and good intentions, but you know what they say about the road to hell and all that.

Right now, the Adwords card comes with 8.99 percent interest and that’s well under what most people are paying on their current credit cards. So if you’re already charging your ad fees to a bank Visa, then switching to this card should help you lower your monthly Google bill.

For everything else, you’ll need a different Mastercard.

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Where Google Makes Its Money

Source: http://www.webpronews.com/where-google-makes-its-money-2011-07

WordStream has put together a rather interesting infographic showing where Google makes its money. “We did some research on what are the most expensive keyword categories in the world to figure out where (specifically) Google makes their billions in ad revenues,” WordStream Founder Larry Kim tells WebProNews.

Below is what they came up with.

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They managed to turn the infographic into an ad, but the data is still interesting.

To come up with this, WordStream compiled data from its own trillion-keyword database along with the Google Keyword Tool to determine the top 10,000 most expensive English-language keywords over a 90-day period. Then they organized the list by categories.

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