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By: RingJohn Search engine optimisation (SEO) and Pay Per Click advertising (PPC) both need keywords. Keywords are vital in the overall online visibility of a website. When a website is optimised for the right keywords, it will appear on a visible position of the search results every time those keywords are searched for. This is true for both organic and paid listing. There is no doubt as to the importance of keywords in a website. However, there are issues regarding the number of keywords in website content. The so-called keyword density has confused a number of search engine optimisers and web marketers. How many keywords should a website content have? The question of keyword density still haunts a lot of optimisers today. It is a fact that the search engines abhor search engine spamming which includes keyword stuffing. The question is what is the right number of keywords? Don’t Focus On Keyword Density A common mistake among search engine optimisers is focusing too much on keyword density. The search engines may have their own formula for keyword density but in the end, it doesn’t really work perfectly on websites. When writing website content, you can’t just avoid a particular word just because it has already reached the 2% keyword density standard. The 2% keyword density standard is for Google. A good rule of the thumb is use a word when you need to use it. Do not compromise the meaning of the content with keyword density. Don’t fret over exceeding keyword density if the content requires it. As long as the content is useful and the keywords are used significantly, there is nothing to worry about search engine penalties or issues. What the search engines abhor is keyword stuffing. This means excessive use of keywords without meaning. This happens when a writer use words repeatedly for the purpose of appearing on the search result when that word is searched for. The meaning and relevance of the content is compromised. The Real Formula For Keyword Density There is no magic formula to determine what the perfect keyword density is. The real formula that does magic is to write content with the target readers in mind. Strictly following keyword density to the point of compromising website content is simply ludicrous. It will not push the website to the top of the search results. What will make a website rank high on the search results is its relevance. The search engines are wiser than ever. They will not rank a website high no matter how many or how few its keywords are but based on the website’s relevance to the search query made. Article Source: http://www.link-pop.org/articles RingJohn offers effective Search Engine Optimisation and Pay Per Click advertising services. Its years of Search Engine Marketing experience have made the company an expert in terms of Web Marketing and Online Advertising. See RingJohn’s services at Search Engine Optimisation Ireland. The company leads Web Marketing Trainings about the latest web marketing trends as well.

By: Tracey Simpson The pay per click advertising arena is a complex place. As a Google adwords advertiser you compete in an auction every time a keyword prompts your ad to be shown. Many advertisers, however, do not realise how complex that auction is. Find out more about how Google Adwords ranks your ads and how you can establish a profitable strategy for your online business. Understanding the Way Google Adwords Ranks PPC Bidders An understanding of the way Google Adwords ranks PPC bidders is essential in establishing a profitable PPC strategy. Here is an overview on how Google ranks your ads: 1. Every time your ad is triggered an auction takes place. Google ranks the ads by Ad Rank. The Ad Rank is determined by the following calculation: Ad Rank = 'Maximum Cost Per Click' x 'Quality Score' As you can see, your ad rank is also determined by your Quality Score. This means a competitor who has a better quality score than yourself can actually rank above you for a lesser cost per click (CPC). Taking this into account, it is your goal to achieve the highest possible position for the lowest possible cost. How should you go about doing this? Firstly you should understand what the quality score is and how you can achieve a good one. Understanding the Quality Score The way in which Google calculates your quality score is unknown. However, Google do tell us many of the factors that determine your quality score: 1. A keyword's click through rate (CTR), 2. The historical performance of that keyword, 3. The relevance of text in your ad 4. The relevance of the keyword to its ad group 5. The quality of your landing page 6. Other relevancy factors. Now that you know the fundamentals about how the Google Adwords auction operates; how can you leverage the competitive PPC arena in your favour? Optimising Your Google Adwords Account In recent times the competition for broad key terms, such as 'shoes', for example, has skyrocketed, resulting in higher cost per clicks for such terms. By targeting more specific key terms, such as 'tennis shoes' or 'buy platform shoes', where the competition is less aggressive, you are able to capture a large amount of traffic for a substantially lower cost-per-click. This is known as targeting the long tail of search. While the key terms that fall into the 'long tail' are searched for less often than those broader key terms at the 'head', there are far more specific keywords than there are broad key terms, so it is possible to leverage the long tail to receive as much or even more traffic for substantially less money. On top of the benefits above, mining the long tail enables you to target your market more specifically. As a result this is likely to increase your quality score, and in turn your return on investment (ROI). Achieving a Better Quality Score If you have multiple products or services, it is possible to group them separately into categorical groups and make each ad group's ad text and landing page specific to each product/ service. By creating advert text that better matches the users search query it is possible to increase the CTR. Moreover, by creating tailored landing pages specific to the product/ products the user is searching for, it is possible to increase the number of conversions. The benefits described above all contribute to a better quality score. Because of this ranking algorithm it is possible for advertisers with a good click through rate to achieve a higher position for a lower CPC than their competition – and hence long tail adverts often appear higher in the Google results than general keywords, even though they are paying less per click. Summary Optimising a PPC account to achieve optimal results can be a very complex process. Firstly you will need to build the long tail. This will involve a lot of keyword research, taking into account category and product keywords, localization, common spelling mistakes, call to action keywords etc. Secondly, to make the most of those long tail keywords, an advertiser will need to have very specific ad text. When dealing with hundreds of products it is tricky to generate a unique text ad and landing page for each one, but this is essential in maintaining a good CTR. PPC management companies will often have their own in-house tools to achieve this. Testing ad text variations and testing landing pages are also important steps in achieving the most from your advertising spend. However, the most important step is measuring and managing the ROI on each keyword. Since the PPC arena is a constantly changing environment, constant monitoring is essential. The value of every keyword is constantly changing therefore it is essential that you work on a keyword management strategy to deal with this. Bid management tools can be especially helpful here, or a third party PPC Management Company.

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Using Reprint Articles for the Promotion of Your Business
Copyright © 2005 Matthew Rotterman

Keyword Text http://KeywordText.com Distributing reprint articles for promotion of your website is one of the easiest ways to increase your website traffic and sales. As the internet continues to expand and the number of services and products offered multiply, it is important to make sure that your website is getting the traffic it needs to make your venture a successful one. One of the hardest parts of Internet marketing is simply getting people to your website, and once there, you usually have an equal chance as your competitors to sell your goods or services. Reprint articles are articles that you write or have written for you, and then you distribute these articles to as many websites as you can. In the article, typically at the beginning of the article, you will place a link back to your site and your author information. These articles are then distributed to relevant websites. I use the distribution services of http://www.thephantomwriters.com to get my reprint articles placed where they need to be.

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