To start the SEM Back to Basics Tips I decided to take a step back to the Title tag. The Title tag is part of a page's meta-tags and is displayed within the top bar of your browser. The Title tag is not only a factor within search positioning, but also is used within search result listings as well.

Simple Title tag tips to keep in mind:

1) You have limited space (try to stay under 15 words). Use your key phrases at the beginning and company name at the end. Example: Search Engine Marketing Agency - E-Power Marketing

2) Don't waste valuable real estate with words like "the" or "and".

3) The words / key phrases you use within your Title tag should be used on the page in visible text. Images don't count.

4) Keep your Title tag relevant and unique to that particular page. Stuffing a bunch of keywords that have nothing to do with the content on that page won't do your Web site or search rankings any good. If the page is about brooms, then your Title tag should reflect that.

5) Each page on your Web site should have a unique Title tag, even the Privacy Policy. Though chances are, you won't have key phrases within the Title tag; it still should have its own unique title. Example: Privacy Policy - E-Power Marketing

6) Add interest to your Title tags. Again, the Title tag is usually picked up within search result listings, so you don't want it to be a rambling of key phrases. A user needs to be intrigued to click through to your Web site. Give it some spice!

7) Don't write in all caps. It looks like you're yelling. Capitalize the first letter of every word or follow normal sentence structure.

8) Don't set "Page Not Found" or non-titled pages to use the same Title tag as your home page.

Happy Title writing!

Labels: Organic SEO, SEM Back to Basics

Welcome to the SEM - Back to Basics section of E-Power's Continuing Saga of Search Engine Marketing Blog! Within this section you'll get the tips, advice and recommendations you need to jump-start your Web site's SEM! An SEM campaign can be a multifaceted and pretty complex process. At E-Power Marketing, we'd like to help your company get a jump start on the process. Many times when a search marketing agency is hired, time is spent on getting the basics of the website in order. This postpones the start of a more advanced, and more innovative SEM campaign.

The purpose of these posts is to help you get your Web site ready for more advanced search engine optimization techniques. By following the tips and advice we post in this section, you can work to minimize the time your search marketing agency will need to spend on the basics. This will allow them to skip right into more complex search marketing practices. You'll see results more quickly and also have a better understanding of the world of SEM.

5 Free Online Research Tools - SEM Back to Basics Tip #8

Take Advantage of Google Webmaster Tools - SEM Back to Basics Tip #7

Use Target Key Phrases Within Navigation - SEM Back to Basics Tip #6

The Internet Is the Place to Be - SEM Back to Basics Tip #5

Handling Multiple Domains - SEM Back to Basics Tip #4

Give Your SEO Campaign Time - SEM Back to Basics Tip #3

Content, Content, Content - SEM Back to Basics Tip #2

Don't Leave Out the Title Tag - SEM Back to Basics Tip #1

Labels: SEM Back to Basics

You know what your company offers -- its solutions, services, and merchandise. But do you know how your customers are searching for them? Even when you are offering exactly what your customers need, if you do not understand what your prospective buyers are searching online, then you are not effectively using search engines to attract buyers.

Targeting the correct keywords is the first step of effective search engine optimization. So it is important that you target the keywords your market searches ? because they may not be the keywords you initially assume.

Put yourself in the shoes of your buyers. What would they search?

Consider consumer electronics retailers. Consumers seeking to buy electronics will not search "consumer electronics." They will search "DVD recorders," "HDTV" and other typical products. Those searching "consumer electronics" are professionals seeking to better understand the market. Which audience are you trying to reach?

To gain a better understanding of what your market is looking for, you should research search frequencies at WordTracker or Google's Keyword Tool. When considering target keywords, take advantage of related phrases to the keywords you are considering. This will help you understand the mindset of the searchers you seek to attract. Are the keywords relevant to what you are marketing? What part of the buying cycle do you think the searcher is in when they use those keywords?

To further understand the context of the searchers, Google the phrase. Are Google's search results relevant to your product or service? Google 's algorithms are tuned to tell Google what the searchers think are the most relevant results. Therefore, if you target a keyword that isn't relevant in the eyes of the searcher, you are wasting your time and efforts. Both Google and the buyer will not find your Web site as a relevant search result. Consequently your search positions will be lower for that keyword. Relevance is everything for effective search marketing.

Putting yourself in the shoes of your buyers will allow you to develop new ideas for keyword targeting, and perhaps for other marketing initiatives as well. You will gain a fresh perspective and more accurate information for more effective search engine marketing.

Labels: Organic SEO

You and your employees know your company inside and out. You know better than anyone the special things that really make your company succeed. That drive is often referred to as your corporate culture. Normally, corporate cultures aren't formally taught or regularly discussed. But when you take a step back and really look at the big picture, you know exactly why and how your company is different from all the others. Perhaps it was some of your core beliefs that led you to Search Engine Marketing, or a step towards reaching long term goals. Whatever the reason, once you've hired an SEM agency, it is important to introduce SEM into your corporate culture.

Your company plays a major role in the success or failure of your SEM campaign. An important first step is understanding your responsibilities and the role that your corporate culture plays in your relationship with an SEM agency. We've put together a list of things to do to make sure you have a smooth transition when introducing SEM into your company!

• Some employees may question the decision to bring in an SEM firm. You need to explain to your team why you've brought in SEM specialists. The SEM specialist doesn't want to step on any toes, or cause any negative feelings. Explain to your team why SEM is being done, so that they will understand their role in the directive.

• In the same way, explain to your SEM why you've brought them on. Share with them your visions and goals, and in return, you'll hear their primary goals for your company. Make sure the SEM agency understands your time/financial/personnel constraints. This is important so that they have a clear and broad understanding of what they can expect in support of their initiatives. Mutual understanding will lead to a more beneficial and lucrative campaign.

• Consider the SEM agency as an extension of your team. This may be apparent to some organizations, but all too often an SEM firm is left out of key development stages. An example of this would be to inform your SEM agency on any changes to the website and its content prior to actually implementing those changes. You've brought on an SEM agency to help you make the most out of your website, allowing them to be in on the initial development stages will save everyone time and hassle in the long run.

• An SEM agency can be viewed as a healthcare professional, someone you've hired to better the health of your website and business. Like any good doctor, your SEM agency needs all the information. Without knowing the history of your site, your SEM will have a hard time making the proper diagnosis.

• Along with your site's history, your SEM agency needs appropriate access. You wouldn't go to the doctor and not let them take your temperature, would you? In much the same way; you need to give your SEM agency what it needs to do their job. Here at E-Power Marketing, we count on our clients to give us proper access for the web site revisions we propose. This usually occurs in two ways, either a client gives us ftp access to the hosting server, or we have a cooperative relationship with the Webmaster or Web developer. Your SEM also needs access to your resources. Google Analytics and other traffic reporting tools are a way that we evaluate our SEM campaigns, so our access to these tools is vital.

• Communication styles are a major part of a corporate culture. But just because you and your employees understand each other doesn't mean your SEM specialist will. Make sure you understand your SEO specialist, and make sure that you are understood. Miscommunication is often the main downfall in any relationship. Luckily, with some conscientious effort, it is easily avoided. Some main points to remember to alleviate miscommunication follow. Ask questions when you don't understand something. When they make recommendations, follow through. Before vetoing a suggestion, make sure you understand why they've brought it up. Allow them to understand why you're questioning their proposals.

• Keep in regular contact with your SEM agency. An open line of communication is vital to improving your program's effectiveness. At E-Power, we establish a contact person with whom we can discuss, review and approve the program elements that we develop. Though several different employees may be involved in your SEM campaign, it is imperative that a main contact from your company is established in the beginning.

• Ultimately, make sure your SEM agency has an understanding of your corporate culture. Making sure you make your company's values and mission known at the beginning of your SEM relationship is an important step in creating a successful campaign.

An SEM agency can be a great addition to your company's team. There are many things that can be done to smooth the transition. The suggestions above are just a few ways your company can begin a successful relationship with an SEM agency. Above all, it is important to create a professional, mutually supportive environment where everyone can work together to benefit your company and its future.

Labels: Organic SEO, PPC Advertising

Google AdWords reporting has come along way since I first started in 2004. Back then you had the report basics that allowed you to see clicks, impressions, cost per click and a handful of other metrics. Now, you can measure pretty much anything under the sun like reach and frequency, demographic performance, landing page performance as well as segregate by your different ad placements within the content network? just to name a few (trust me the list could go on almost forever).

Then Google introduced Ad Scheduling; which allows the advertiser to set the time of day they would like to advertise. You can even set custom bids within ad prices by time of day. So if you want to bid 120% of your default cost per click bid of $1.00 on Tuesday's from 11:00 a.m. to 1:00 p.m. you can. This is a great option, if Google gave you a little more transparency within their hourly reports.

Google - Please Show Me Conversions by Hour

Don't get me wrong, I love that you show me impressions, clicks, CTR, CPC, CPM, cost and impression share metrics by the hour, but can we take this a couple steps further? If you are going to give Advertisers the option of Ad Scheduling; then show me how I am converting each hour. If you give me the option of bidding 120% during a certain hourly time period, then let me know if bidding more during this time period actually pays off. If you do this I promise to throw more money at the hours that do convert the best!

So please Google, just a little more transparency please.

Labels: PPC Advertising