First enter your keywords list that you have created earlier. Notice that with Google Adwords, you have the possibility to format your keywords with the four types of keyword matching options:

Broad matching: for example => your. Your ad appears each time users search on these keywords, whatever the order or the other search terms.

Phrase matching: for example => “your”. Your ad appears if the keywords are all present in the right order, regardless of other search terms.

Exact matching: for example => [your]. Your ad only appears if the keywords are all present in the right order and no other terms are searched for.

Negative matching: for example => -jobs (use the “minus” character). Your ad for “your” only appears if the word “jobs“ does not appear in the search query together with “your”.

By using these matching options in your Google Adwords campaigns, you should be able to produce well-targeted results.

Google offers a great free tool for measuring your website traffic success – Google Analytics. Go to www.google.com/analytics, set up an account, add a special code to the web pages you want to track and start a great adventure of monitoring your website performance.

Google Analytics gives you handy reports on the following issues:

Content Analysis

Visitors Analysis

Traffic Sources

Goal Conversion

Among these tools you will find an answer to every question regarding your website performance. I would recommend that you create monthly reports in Excel spreadsheets (as described below) which will enable you to compare the results over time.

Specifically, you should keep an eye on these data:

Visits

Page Views

Pages/Visit

Average Time on Site

Bounce Rate – how many people left immediately after they came to the page

% New Visits

Google Page Rank – you can see this on you Google Toolbar

Goal Conversions Total

Keywords – what keywords were our website visitors looking for?

Traffic Sources – where did visitors came from?

However, the ultimate statistics talk about the VALUE all your website optimization efforts and online advertising have brought to your company.

To support and enhance your SEO, the major search engines offer an opportunity of pay-per-click advertising. This is a special form of online campaigns where you pay just when people click on your ad so that they are directed to your website. Your ads will be shown when your campaign keywords are searched for in a particular search engine, however, you do not pay for these impressions, you pay only for the clicks your ads receive.

The beauty of using pay per click campaigns (PPC) is that you can see your link on the first page in Google (sponsored search section) literally within minutes, as opposed to SEO where it can take months to get listed for your main keywords.

Now we will guide you through the process of the main sponsored search provider – Google Adwords.

Make sure that you use your top keywords in your website copy. The text of your pages should contain your keywords in the exact phrasing as you have them in your meta tags and title. To make this even stronger, you can make them bold.

This is a crucial step to get conversions, since when people search for “your [YourTown]”, they want to see a page on your in [YourTown]. A conversion is when a customer contacts you regarding your offering or signs up for a newsletter or takes any action you would like them to take.

When your web page does not include the keyword your customer typed in when looking for your products, it is not very likely that they will keep browsing your website. Moreover, it is recommended that you create a separate page for each of your keyword, or combination of keywords.

The more text, the better for search engine spiders when they index a website; it is strongly recommended that your homepage has at least 200-300 words of “visible” text. Moreover, search engine spiders crawl especially the first 20 words of your website so try to keep an eye on them and make them really relevant to what your website is about.

An ebook, or, electronic book, as it is called, is simply a short or longer book you can view on the screen of your laptop, or even on your iPhone.

Don’t feel daunted by any technicalities – it’s a simple document, usually saved as a pdf file, which you can email your clients or prospects, or it can be available on your website for download.

Even if you are an expert on your, it sometimes might be a challenge to know where to start and how to approach writing this masterpiece. Remember, on every single page of the ebook you will put your contact details, so you better make sure it will only enhance your company image – so the quality must be excellent.

You can come up with free tips for your and give them out as a gift when somebody signs up for your newsletter or just use it as an introduction to your company. Make sure you make the use of all content you have already created – you can even put together your newsletter articles etc.

It is very important to make sure that your ebook has these items:

• Value adding content
• Contact details to your company
• Call to action – eg. “if you need more advice, call us now”

To promote your ebook, here are a few hints:

• Mention your ebook on your website and your blog
• Submit it to ebook directories
• Email your related websites about it and ask them to promote it
• Offer it as a free gift to your customers or prospects

Although SEO might seem to be a simple and relatively easy-to-use way of improving your website ranking, which helps your customers find your website easier, there is also a possibility of abuse. This can finally lead to your website being excluded from the search engines listings. Therefore it is crucial to know the difference between techniques that search engines recommend as part of good design (so called “White Hat” SEO) and those that search engines do not approve of and attempt to minimise their effect (referred to as “Black Hat” SEO or spamdexing).

Another interesting fact to know is that search engines change their search criteria daily. There are usually very subtle changes an average website owner does not need to track. Their purpose is to prevent spamdexing or at least make it as difficult as possible.

Bad search engine optimisation techniques can get you blacklisted from a search engine. Some techniques that are considered spam are cloaking, invisible text, tiny text, identical pages, doorway pages, refresh tags, link farms, filling comment tags with keyword phrases only, keyword phrases in the author tag, keyword density too high, mirror pages and mirror sites.

While these techniques might work to give you a higher ranking for short time in the long run they will hurt your website.

Therefore we recommend you rather avoid the following:

• Doing anything to trick the search engines. If what you are doing is not listed as one of the previous “white hat SEO” the search engines will likely view it as spam and penalise you.
• List keywords anywhere except in your keywords meta tag. It is thus not usual to name keywords alone without any other “sentence stuffing”. Search engines know this and will consider you spamdexing.
• Use the same colour text on your page as the page’s background colour. This has been used by some people to stuff their web pages with keywords, which is not a clear practice. Search engines are able to detect this and view it as spam.
• Use the same meta tag more than once on the same web page, for example using more than one title tag.
• Use any keywords in your keywords meta tag that do not relate to the content of your website.

Before we start talking about search engine optimisation and link exchange in more detail, let’s define a few terms:

1.     URL – this is the address of the page you are linking to, i.e. http://www.YourWebsite.com. Make sure that when you are building external links, you include the whole URL address, also with “http://”

2.     Anchor text – this is the clickable text you can see on the website that is linking to your page. This should contain your most important keywords. For example, your website could be using “your [YourTown]”.

3.     Hyperlink title – this is a little bit into coding – but don’t be scared, it’s pretty easy. Every hyperlink looks something like this in the HTML code:<a href=”http://www.YourWebsite.com” title=”Keyword1,Keyword2, Keyword3”>Keyword1</a>

Can you see the title=”Keyword 1, Keyword 2” there? Yes, it should contain your keywords, although you can use a sentence as well – and when you hover over such an optimised hyperlink, you can see these keywords.

Once you’ve setup your keywords and your first ad in Adwords, next step is to decide on your daily budget. Choose the budget which fits to your resources.

Place your bid as well. Your bid price is your maximum bid price, which means you will not necessarily pay that all the time. You will only pay 1 cent more that the competitor under you.

Google will suggest a bid amount; however, it is not compulsory to follow their suggestion. Just place the bid that you can afford to pay per click and which will get your ad listed within the first four positions in Sponsored search results. To find the most relevant bid, use the traffic estimator by clicking “Estimate Search Traffic” – it will give you some idea on the amount of clicks you can expect per day, the position of your ads among the others and how much you will be spending.

I would suggest you place higher bids when setting up your Google Adwords account. That will help you generate traffic on your website rapidly and therefore to figure out which ads work well and which ones don’t.

If you are looking at a very interesting and smart way of building links to your website, commenting on your blogs will be an answer for you.

It’s easy – you find a blog that deals with your, or customers in general, you read a post, and you comment on it by clicking “Add a comment” at the end of the post.

However, anything like “Thank you for the advice, it’s really good” will not do. You need to say very specifically what you liked about the article, and maybe ask a few questions or suggest some new and unexplored solutions. Never promote your company in the comment itself.

In the comment form, you are given an option to add your website URL, and this is the place where you add your URL, and once the comment gets approved by the blog owner, the name you provide will be hyperlinked and going to your website.

Some SEO experts recommend using your main keyword phrase instead of your name, since then you will have a keyword hyperlinked, which is the most effective way of building links. However, some blog owners might easily recognize this as SEO and promotional efforts, and they might not publish your comment then.

To get the best results, you should find blogs with high page rank, and also check whether their comment links are not rel=”nofollow” tagged. You can check this by viewing the page’s source, and in the HTML code, search for the previous comments and see whether in the HTML code of the link there is no rel=”nofollow” tag.

There is not much use of a link which is marked rel=”nofollow”, because this tag simply tells Google not to follow the link for SEO purposes. That’s why you don’t get much SEO value from building nofollow links.

This is the most obvious part of link building – and there are three most common ways how you can go about it.

1. Talk to Website Owners You Know

If you have any friends/partners/customers who have their own websites related to your, ask them to place your link on their website.

As determined by the number, quality and type of linked pages, most search engines don’t even consider websites if there is not at least one or two links pointing to these sites from other websites. Finding websites with similar content (but not your competitors) and high link popularity is one way of increasing your site popularity.

2. Find out Who Links to Your Competing Websites

Another option would be to get a list of your competing websites and find out

which websites are linking to them.  You can do this by going to http://siteexplorer.search.yahoo.com/ and typing a website’s URL into the box provided.

Then you need to review the linking websites and check for these criteria:

• Are they not spamming (too many external links on a page – over 50)?
• Would it be beneficial for you to exchange links with them?
• Would it be beneficial for their visitors to have link to our website there?
• Are they related to your?

3. Respond to Other People Asking for Link Exchange

If you are contacted by other similar websites owners to put their link to your website, you should always first check them out, have a look at their website, and make sure they are not spamming.