SEO Blog

How do I get my site cached more regularly? - October 2nd, 2008

One of the more common questions people have when they’re trying to get their website ranked higher in Google SERPs is how they can get their website cached more frequently. This relates to Google’s crawl rate of your website. Getting Google to index your website more frequently is a challenge that regular SEO isn’t able to help with, as Google indexes websites that are updated regularly, rather than websites that left untouched for months at a time.

In short, Google has become the most dominant search engine by providing users with the most relevant results to their queries; therefore people came back to Google because they knew they’d find what they were looking for quickly and easily. Other search engines, including Yahoo! and MSN (now Live.com) are less able to provide relevant results (and as a consequence are easier to fool by heavy handed SEO techniques).

Therefore, to ensure that Google returns your website at the top of the SERPs, and to make sure that your website is indexed and cached more frequently, you need to make your website exactly what Google is looking for; by making your website the most relevant and informative source for information relating to your industry.

You’ll notice when Googling keywords relating to your industry, keywords that you’d like to rank for yourself, that the sites at the top of the SERPs tend to be big websites with considerably more pages that their competitors. For example, many searches bring up the usual players such as Wikipedia.org at the top of Google, because Wikipedia is based around the notion that content is king. Wikipedia is updated every minute, with the pages and new content being added constantly. You don’t need to beat Wikipedia at its own game; you simply need to take a leaf out of its encyclopaedia. By updating your website every day with unique, interesting and informative content you’ll encourage Google to return more frequently.

Google likes websites that are updated regularly. Make your website what Google is looking for, what Google’s users are looking for, and you’ll be rewarded with traffic and rankings from Google.

Darren
Senior Creative Developer

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Using Dynamic Keyword Insertion Properly - October 1st, 2008

Most search engines have a feature called “dynamic keyword insertion”. What is this? This is a tool that lets you create more relevant ad creative by inserting the users actual search query into the ad itself. The tool can be extremely useful when used correctly.

Why is dynamic keyword insertion good? Well for one reason alone, relevancy. Relevancy is really big within paid search and DKI helps with this greatly. It actually displays the exact keyword that a user used in the search query. So if a company is selling different types of light bulbs then it is really essential to show the user the right light bulb at the right time.

So let’s say for example that the product is kitchen bulbs. The ideal scenario would be to have the ad creative display each variable of the product or keyword. So how would this be formatted?

Buy {KeyWord:Kitchen Bulbs} Online
The {KeyWord:Kitchen Bulbs} means that the actual search query will be displayed here. But if the search query is too long then this default text will be used instead.

So you can see the power of DKI when used properly. It is essential to make sure that all ad groups are structured in way so that all keywords in your ad groups can appear in the ad creative and still make sense.

DKI importantly introduces extra relevancy into your ad text and should be used for that little extra push. It shouldn’t be used in a lazy way so you don’t have to break down keywords into separate ad groups. This will defeat the object.

Adam
PPC Consultant

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