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When managing a series of large client accounts it is extremely important not to get drawn in to look at every individual element of Adwords, Panama or Adcenter. Many of the large clients have campaigns running on all three platforms and really it is unfeasible to manage right down to every individual keyword.

From a high level point of view the best way of making improvements is by looking at where the spend is highest over a monthly period. From there it is possible to make changes on the high cost or non converting keywords. Moving towards a more technical approach it is possible to look at implementing the Pareto principle at campaign level first, then ad group and keyword level.

The Pareto principle suggests that 80% of effects come from 20% of cause. So translated in PPC terms, that means 80% of cost or revenue comes from only 20% of the campaigns, ad groups, keywords or ad text. When you have decided on where to start with the optimization there are several actions to take such as, pausing keywords, increasing or decreasing keyword CPCs and playing around with keyword matching types.

Following on from this try ad text comparisons and use the tools freely available within Google like the Search Query Reports. These are invaluable for discovering new keywords and possible negative keywords.

Essentially what this blog is saying is look at the areas where there is the most potential for opportunity and improvement.

Adam
PPC Consultant

Deep linking in search engine optimisation essentially means linking multiple pages together to interconnect the website articles and pages. Links to a website can be classed into 2 categorises, either a domain link, or an internal page link, a domain link refers to links pointing to the homepage e.g. http://www.domain.com/ and an internal page link refers to links pointing to inner pages of a website e.g. http://www.domain.com/product/

External Deep linking strategy:
It is vital that, as part of your SEO strategy, you should have links pointing to as many different inner pages as possible, and not just to the homepage e.g. http as this tells a search engine that you naturally have a website with lots of quality content on your websites homepage, as well as lots of quality content on internal pages, search engines also presume that you have a well structured website which people have found easily and consider it a useful resource.

Internal Deep linking strategy:
It is imperative to have, as part of your SEO strategy, a sound internal deep linking strategy, you should try to mention and link to older or relevant articles as from a users perspective it provides useful and related background information if they have not read it before, and from a search engines point of view it can help understand the structure and different levels of your website as well as increasing the website saturation by increasing the no of pages indexed by caching old pages not already in the index.

Conclusion:
A good deep linking strategy, can help search engine understand your website better and push up pages that have lost their authority to perform better for related natural searches, as when a new article links to a relevant older archived article using appropriate anchor text the link can provide more relevance the internal page, which will intern eventually pass some link juice back to the website homepage.

SEO Programmer
Vipul