AdWords Tips For SEO

Observe and track your competition
Observe the competition. Write a script to track ads of your targeted keyword list.
Record competitor ads for several weeks. Note changes in ads. Analyze ads that
changed. If the ads are not changing, this could mean they are working.

Experiment
Don’t stop with weeding out the nonworking keywords. Experiment with new keywords.
Learn of any new competitors. Learn what their keywords are. Don’t be afraid
to gradually lower your bid prices to see the effects on your CTR.

Refine your ad copy
A poor CTR usually means bad ad copy, bad keyword targeting, and bad timing. You
can easily create several versions of your ads for your campaign. Use that to your advantage.
Learn which ads are converting and which are not. Learn which words are
being used in the ads that work and in the ads that do not. In general, the higher your
CTR, the lower your average cost-per-click will be.

Try other platforms
If you have stiff competition on AdWords, you may want to examine other PPC platforms.
Yes, search volumes may be lower, but less competition and more keywords of
interest could compensate for the lack of volume.
If you score a successful campaign with ads producing clicks and, ultimately, profits,
you may want to consider replicating the campaign across the other platforms—
especially Yahoo! and Microsoft. Replicating your winning formula is smart marketing.

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SEO Benefits Of A Quality Website Structure

The main benefits of having a great navigation structure for both search engines and people
are:

Indexation - If the search engines such as Google can follow your structure from Homepage
right down to the lowest levels, then it will get to “crawl” (see) every page on the site. It means
that as long as the rest of the site is optimized correctly, every page on the site should be
indexed in the search engines.
Following on from this, any new pages you add should get indexed more quickly as the site can
be crawled more easily.
Usability - It gives a better impression of the website to the search engine due to its usability
for humans. Big search engines look for this mainly.
You should always focus at designing a simple website structure, as you should be going to
innumerable unknown users.
Page

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SEO Research and Analysis

even more challenging and complex by the constant evolution of best practices and
optimization opportunities.
Fortunately, a great variety of resources that make the job easier are available on the Web.
Many leading SEO practitioners regularly post their thoughts on blogs or in forums, or speak
at conferences. This creates many opportunities to interact with them, learn from their
experience, and keep your skills sharp and up-to-date.
In this chapter, we will talk about those resources and how to leverage them to be more
successful in your SEO efforts.

SEO is rapidly evolving. Search engines are constantly changing their algorithms, and new
media and technologies are being introduced to the Web on a regular basis. Staying current
requires an ongoing commitment to research.


One of the easiest ways to research what is happening in the world of SEO is to study the
websites and periodicals that cover SEO in detail, but ongoing testing of SEO hypotheses should
also play a role.

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SEO for Lead Generation and Direct Marketing

Although lead generation via the Web is less direct than an e-commerce transaction, it is
arguably just as valuable and important for building customers, revenue, and long-term value.
Millions of search queries have commercial intents that can’t be (or currently aren’t) fulfilled
directly online. These can include searches for services such as legal consulting, contract
construction, commercial loan requests, alternative energy providers, or virtually any service
or product people source via the Web.
Here are some factors to think about when considering SEO for lead generation and direct
marketing:

When to employ
Use it when you have a non-e-commerce product/service/goal that you want users to
accomplish on your site or for which you are hoping to attract inquiries/direct contact
over the Web.

Keyword targeting
As with e-commerce, choose phrases that convert well, have reasonable traffic, and have
previously performed in PPC campaigns.

Page and content creation/optimization
Although you might think it would be easier to rank high in the SERPs for lead generation
programs than for e-commerce, it is often equally challenging. You’ll need a solid
combination of on-site optimization and external link building to many different pages on
the site (with good anchor text) to be competitive in the more challenging arenas.

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Search Ranking Algorithm-Social sharing data

Include social sharing and follow buttons on your site, your blog, and in
your emails

social sharing strategies increase traffic and increase profits. For
those internet marketers wondering how big can social media be in terms

of helping businesses online explode

 Twitter Followers -> Email Subscribers: Twitter is a great communication

channel. It helps you contact and stay in touch with anyone you want. But

it doesn’t directly make you real money. Email marketing is still the

most profitable online marketing channel.


Facebook Fans -> People Talking About This: Facebook’s EdgeRank was

designed to keep companies from spamming their “fans”. So it only allows

you to reach the fans that actively engage with your brand. “People

Talking About This” is the closest metric you have to increase your

“viral reach”. The higher that number goes, the better chance you have of

reaching more people. And the bigger your page will grow because you’ll

start reaching more “friends of fans”.

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Techniques To Improve Page Rank

You can follow up certain methods for improving your page rank. One of the very common
methods followed often for this purpose is to increase the numbers of pages of the website and
interlinking them with each other. However, you need to take care so that your website is
significant and it contains meaningful content for use. Otherwise, your website may obtain a
negative ranking in the search engines if your website has empty pages without any particular
substance.

Link building is another method for improving page ranking. The incoming backlinks play
significant role in this direction. It is again a mathematical formula for improving page rank. A
high ranked page link certainly improves your page ranking. Some other advertising strategies
can also help you out in this direction.

Page ranking has utmost importance for your website. A high page ranked website always
attains higher page rank backlinks. However, this depends on other traits of your website like
quality content and other services.

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SEO for Raw Traffic

Optimizing a site for search engines and creating keyword-targeted content helps a site rank
for key search terms, which typically leads to direct traffic and referring links as more and more
people find, use, and enjoy what you’ve produced. Thousands of sites on the Web leverage
this traffic to serve advertising, directly monetizing the traffic sent from the engines. From
banner ads to contextual services such as Google’s AdSense program to affiliate programs and
beyond, web advertising has become a massive industry—$25 billion plus, according to
eMarketer.

Here are some factors to think about when considering SEO for raw traffic:
When to employ
Use it when you can monetize traffic without actions or financial transactions on your site
(usually through advertising).
Keyword targeting
Keyword targeting in this scenario can be very broad. The goal here isn’t typically to select
specific keywords, but rather to create lots of high-quality content that naturally targets
interesting/searched-for terms. Instead of singular optimization on specific terms, the
focus is on accessibility and best practices throughout the site to earn traffic through both
high volume and long tail queries (for more on what long tail is, see Chapter 5).
Concentrate efforts on great content, and use keyword-based optimization only as a
secondary method to confirm the titles/headlines of the works you create.
Page and content creation/optimization
A shallow, highly crawlable link structure is critical to getting all of your content indexed—
follow good information architecture practices.You’ll also need to
employ good on-page optimization (titles, headlines, internal linking, etc.) and make your
articles easy to share and optimized for viral spreading.

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SEO for Reputation Management

SEO for reputation management is a process for neutralizing negative mentions of your name
in the SERPs. In this type of SEO project, you would strive to occupy additional spots in the
top 10 results to push the critical listing lower and hopefully off the first page. You may
accomplish this using social media, major media, bloggers, your own sites and subdomains,
and various other tactics.


Since one’s own name—whether personal or corporate—is one’s identity, establishing and
maintaining the reputation associated with that identity is generally of great interest.
Imagine that you search for your brand name in a search engine and high up in the search
results is a web page that is highly critical of your organization.

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SEO for E-Commerce Sales

One of the most direct monetization strategies for SEO is driving relevant traffic to an ecommerce
shop to boost sales. Search traffic is among the best quality available on the Web,
primarily because a search user has expressed a specific goal through her query, and when this
matches a product or brand the web store carries, conversion rates are often extremely high.

When to employ
Use it when you have products/services that are directly for sale on your website.
Keyword targeting
Paid search advertising is an excellent way to test the efficacy and potential ROI of keyword
targets. Find those that have reasonable traffic and convert well, and then pursue them
further. You’ll often find that the more specific the query—brand-inclusive, productinclusive,
and so on—the more likely the visitors are to make the purchase.
Page and content creation/optimization
You’ll typically need some serious link building, along with internal optimization, to
achieve high rankings for competitive, high-value keywords that bring in conversionfocused
traffic. Manual link building is an option here, but scalable strategies that leverage
a community or customers can be equally, or even more, valuable.

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Javascript Math object

The Math object holds a set of constants and methods enabling more complex mathematical operations than the basic arithmetic operators

var root = Math.sqrt(10);

Constants Provided by the Math Object

Property	Description
Math.E	The base of the natural logarithm (Euler's constant e)
Math.LN2	Natural log of 2
Math.LN10	Natural log of 10
Math.LOG2E	Log (base 2) of e
Math.LOG10E	Log (base 10) of e
Math.PI	Pi (p)
Math.SQRT1_2	Square root of 0.5 (equivalently, one over the square root of 2)
Math.SQRT2	Square root of 2

Table 7-4: Methods Provided by the Math Object

Method	Returns
Math.abs(arg)	Absolute value of arg
Math.acos(arg)	Arc cosine of arg
Math.asin(arg)	Arc sine of arg
Math.atan(arg)	Arc tangent of arg
Math.atan2(y, x)	Angle between the x axis and the point (x, y), measured counterclockwise (like polar coordinates). Note how y is passed as the first argument rather than the second.
Math.ceil(arg)	Ceiling of arg (smallest integer greater than or equal to arg)
Math.cos(arg)	Cosine of arg
Math.exp(arg)	e to arg power
Math.floor(arg)	Floor of arg (greatest integer less than or equal to arg)
Math.log(arg)	Natural log of arg (log base e of arg)
Math.max(arg1, arg2)	The greater of arg1 or arg2
Math.min(arg1, arg2)	The lesser of arg1 or arg2
Math.pow(arg1, arg2)	arg1 to the arg2 power
Math.random()	A random number in the interval [0,1]
Math.round(arg)	The result of rounding arg to the nearest integer. If the decimal portion of arg is greater than or equal to .5, it is rounded up. Otherwise, arg is rounded down.
Math.sin(arg)	Sine of arg
Math.sqrt(arg)	Square root of arg
Math.tan(arg)	Tangent of arg

There are several aspects of the Math object that need to be kept in mind. The trigonometric methods work in radians, so you need to multiply any degree measurements by p / 180 before using them. Also, because of the imprecise characteristic of floating-point operations, you might notice minor deviations from the results you expect. For example, though the sine of p is 0, the following code:

alert(Math.sin(Math.PI));

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