The Importance of Multiple Traffic Streams - October 30th, 2007

Following this week’s Google PageRank’s fluctuations we have received a higher than usual number of emails from some of our clients and fellow SEO’ers alike. Everyone is concerned whether their traffic is going up or down and many felt that all the hard work they’ve put in to increase their PageRank has gone down the drain. Personally I think that this PageRank update will not influence your SERPS, major changes happened because has been a long time since Google did a PageRank export.

Ironically, at this time I’m not so concerned about increasing or decreasing a couple PageRank marks, what concerns me is how an emerging internet economy, which became upholder of so many businesses big or small, are almost entirely dependant upon a single institution, what if Google died tomorrow? Certainly you wouldn’t want your company dead too!

Google should certainly be the main focus for anyone serious about internet marketing, I have experienced loosing Google traffic myself with disastrous consequences. Nonetheless diversity is important, both in traffic and revenue streams. The more streams you have the safer you are. Over the coming weeks I will research different traffic opportunities and post them here, you may not get the gigantic number of visitors that you get from the big G, but it doesn’t hurt receiving some extra qualified leads.

Tino
SEO Programmer

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PPC Tutorial: How To Lose Money On Google’s Content Network - October 29th, 2007

Listing your PPC ads on Google’s content network is switched on by default. Many advertisers are not aware of this and sometimes they aren’t aware of the differences between search and content network anyway. If you choose to advertise on the content network, avoid these common errors:

Using Dynamic Keyword Insertion
Ads on the content network are seen by general users of the internet, not just searchers. As users aren’t on a search engine, the dynamic keyword generated will be taken from the website and not from a keyword search. This can mean that your ad appears to make no sense at all, so you may want to avoid dynamic keyword insertion for content network advertising.

Splitting Keywords Into Ad Groups
This needs careful consideration. On the one hand if you are to ensure your ads only appear on relevant sites then the keywords should be more targeted. On the other hand, you may want your ads to appear on related sites rather than specific sites and so the keywords should be more varied.

Failure To Monitor Separately
To make conversion monitoring as easy as possible, separate your ad groups so there’s one for the search network and one for content. This will also mean you can try different approaches in your ad texts. The ad that works best for search will not necessarily be the best for content.

If you aren’t even sure if your ads are on the content network, go to Campaign Settings in your PPC account and double check. Just a few small changes can make a large difference in PPC.

Lianne,
PPC Account Manager

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