Calculating The True SEO Costs Of Major Site Changes
Nov 9, 2009 at 6:00am ET by Eric Enge
Your site will pay a penalty in search rankings when you make modifications to content, structure or domain name. Here’s how to estimate what kind of hit you can expect to take, and how to minimize the damage.
Filed in: Industrial Strength, SEO: Redirects & Moving Sites
Small & Nimble Trumps Big & Slow In SEO
Nov 2, 2009 at 6:00am ET by Adam Audette
In my experience, the best search engine optimization (SEO) in the world comes from small shops and freelance consultants. That statement (and the following article) is only my opinion, of course, but it's an opinion based on about 14 years working in this industry.
Let's get real: any agency (large or small) is primarily in business for themselves, not their clients. Their success is (naturally) built upon the success of their clients, but their clients are not their first priority. They can't be, because agencies care about their clients only to the extent they impact or influence the int [...]
Filed in: Industrial Strength
Get Rid Of Unwanted Clicks With Keyword Management
Oct 26, 2009 at 6:00am ET by Niraj Shah
Every search marketer shares one important goal: get more of the traffic you want and less of the traffic you don’t. One of the best ways to get manage your traffic quality is by focusing on keyword selection. By selecting the right keywords you can reduce the number of untargeted clicks you get, reducing your costs. But it doesn’t stop there. Eliminating unwanted clicks increases the click-through rates for your ad groups, leading to higher quality scores, lower CPCs, and increased conversions.
Better keyword management isn’t just a nice to have; it’s increasingly becoming critic [...]
Filed in: Industrial Strength
Supporting A Global Brand Campaign With SEM
Oct 19, 2009 at 3:03pm ET by David Roth
On the heels of launching Yahoo campaigns in three countries in eight days on an incredibly tight timeline, it makes sense to take a small step back and jot down a few thoughts about what went right, what went wrong, and how to improve next time.
Filed in: Industrial Strength
Why SEO Training Should Be An Organizational Imperative
Oct 12, 2009 at 6:00am ET by Eric Enge
Today I will make a case that nearly every organization should offer SEO training to anyone who even remotely touches the company's web site, and why every senior manager should also be encouraged to attend. Failure to train people can lead to serious problems, with a frightful waste of time, blown schedules, wasted expenditure and ultimately a failure to effectively capture search traffic. You may think I am fear-mongering here, but to head that off, let me provide some real world examples:
One company had an existing site that they wanted to migrate to a new domain. A key goal was to p [...]
Filed in: Industrial Strength
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