Updated Content
To attract your first time visitors to come back and to keep coming back, you must always have what to offer: nobody will keep returning to see the same pages all the time.

Involving Your Visitors
If you want people to come more often, I would recommend involving them somehow in parts of your website: this could be an online discussion forum, blog, or just simple option to post a comment.

Create a Membership Club
Another option of involving visitors into happening on your website, is to invite them to your membership club, this could be as simple as just sending them a monthly online newsletter.

Good Navigation
Having a good navigation is also important to the indexing of your web pages. There is nothing worse than arriving at a website and having difficulty understanding where to go for the information you are seeking. Have easy to use, clearly marked navigation so that your visitors click through instead of click-away in frustration.

In-site Cross Linking
Get all of your web pages indexed by the search engines by implementing your sitemap. Your web pages should be no more than three clicks away from the home page. On every page you should link back to your home page and your main service(s) or product (s).

Web Site Design
This is also important, if you want to get indexed. Text content should outweigh the HTML content. The pages should validate and be usable in all of today’s leading edge browsers. Rather stay away from Frames, Flash, Javascript, Image Maps, and Dynamic URLs, search engines dislike them all a lot.

One prudent tool to use is the “alt” attribute of pictures on your site. You simply describe the pictures and these descriptions can include your keywords.

Hello People,

Hope things are going well for you and that you enjoy this weeks’ post.

Linking strategies to Increase Your Page Ranking

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. Links from other popular websites back to your website are one way of increasing your site’s popularity. Finding websites with similar content (but not your competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your site popularity.

Is it good to submit your website to the search engines?

The answer to this question is generally positive. If you do not submit your website to the main search engines, it may take ages (literally several months) to get listed. On the other hand, some website submitting providers overdo this and it can generate negative results.Therefore I would recommend the following proven Online Search Engine Marketing Program: http://www.submitnet.net/. After setting up an account, the program will submit your website to various search engines at once (including Google and Yahoo!, of course), and then resubmit it on a monthly basis. Apart from that, there are many useful tools which will check your meta tags, website content and compatibility for browsers. The program is even able to manage your PPC campaigns from one source, when you pay for the service.

It is essential that when using Submitnet, you have already optimised your website using the information gained from PPC and Google Analytics reports. Run Submitnet reports and update your website accordingly. The tutorial will help you with all the steps you need to take.

Track your keywordsProviding that your keywords fall below the 0.5% CTR for the first 1000 impressions, they will get disabled. That is the first reason you need to track your keywords performance and modify them regularly. Remember, change your words around, use new keyword matching options, try out different capitalisation and spelling variations, use singular or plural versions as well as different punctuation and grammar tenses…

You can decide if you want to receive daily, weekly or monthly Google Adwords reports.

Google can also create your personalised report in only five minutes. Click on the tab “Report“ => “Create a report now”. You can create a report to track the performance of your keywords, text ad, image ad, URL, ad group, campaign and account.

In order to save money, you can delete the keywords that do not convert into sales from your list. It is also recommended that you “peel” those keywords that get low CTR and “stick” them to a new campaign or ad group with an ad specifically targetting them.

To finish, don’t be obsessed by getting the first position. The first position enables you to get more clicks, but not necessarily to get a high conversion sale. Why? Because clickers who aim at purchasing something will take time to look down the page. In contrast, users who just want to take a quick tour will click on the first ad.

Track your ad

Making tiny changes to your ad can have a strong impact on your CTR. Keep changing your ads around regularly. After few weeks, you will be able to detect your best performing keywords. Use them to rework on your ads. Your ad should include your best keywords. On the same way, if you detect bad keywords, delete them from your ad.

Google gives you a separate CTR and CPC for each ad so you can track their results separately:

Track your sales conversion

Google has a built-in “conversion tracking” tool that’s linked to AdWords. You put their code in the “success” page on your site and along with your CTR statistics, Google will give the percentage of visitors who opt in or buy in your weekly, monthly or daily report.

Hello People!

Having read the previous parts of my blog, now it is time to set up your account. Go to http://www.adwords.google.com/ and follow these steps:

1. Click the “Start Now” button and sign up the form for the “Standard Edition”. Choose your target language and location.

2. Now create your first ad. Its role is to generate traffic on your website; therefore it must attract people’s attention. You have to motivate people to click on it. You must be concise, accurate and clear for you have restricted space. Be careful, characters include spaces as well. Here is the structure of ads in Google Adwords:Headline (max.25 characters)
Description line 1 (max. 35 characters)
Description line 2 (max. 35 characters)
Display URL (max. 35 characters)
Destination URL (max. 1024 characters)

This way of creating ads is recommended by most Google Adwords experts:
Always include your exact keywords in the title of your ad. If searchers see the keywords they entered in the title of the ad, they will likely click on it.

The first description line should contain your most important benefits to grab people’s attention and to force them to take action.
The second line should list features – what exactly people get after clicking on the ad. Moreover, I suggest to put a call to action to this line.
The display URL can be used as well – after your domain address you can put anything.
Your home page may not necessarily be the best one for all your ads so your URL destination address should mirror the content and purpose of your ad.

Before starting to write your ad and your description, just have a look on these useful tips:

1. Get inside the customer’s head. What are your customers looking for? What do they expect?
2. As you have limited text space, avoid terms like “a”, “the”, “of”, “at”…
3. Use words like “new”, “free”, “limited offer”, “discount” to attract clickers.
4. Avoid superlatives like “the best product…”, “the most wonderful …” or “the top of…” It is too basic and not pertinent.

3. Now enter the keywords list that you have created with Chapter #3 of this ebook. 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 => marketing consultant. Your ad appears each time users search on these keywords, whatever the order or the other search terms.

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

Exact matching: for example => [marketing consultant]. 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 => -manufacturing (use the “minus” character). Your ad for “marketing consultant” only appears if the word “manufacturing“ does not appear in the search query together with “marketing consultant”.

By using these matching options, you should be able to produce well-targeted results. Google also gives you the possibility to block your ads showing for searches conducted by people from certain countries or people who speak a certain language.

4. Next step is to decide on your daily budget. Choose the budget which fits to your resources.

5. 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 you a bid amount, however it is not compulsory to follow up their suggestion. Just place the bid that you can afford. 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 recommend you to place higher bids at the beginning. That will help you to generate traffic on your website rapidly and therefore to figure out which ads work and which ones don’t.

6. Enter your email address and your password. Afterwards you will be sent a validation email. Log into your new Google account. You just have to enter your credit card details and your campaign will be running!

7. If you wish to add a new campaign, log into your Google account and click “Create New Campaign”. Then you will just have to follow the steps that we have just detailed below.

The good strategy is to run two ads against one another in a campaign. After few weeks, delete the one with the lower CTR and write a new one to replace it. Google will automatically alternate your ads according to their CTR.

To create a new ad, just click the link “Create ad Variation”. Enter your new ad, and then click “Save new ad”. Google will alternate your different ads throughout the day.

Repeat the keyword in both the ad title and ad description to improve your chances for a click.

Hello People!

The story of building up a perfect web site continues. After creating a killer meta tags, your way is to concentrate on your headings and links. What words should you have there?

Headings & Links

Headings are a very important attention-grabbing essence of your landing page. People will not read your entire page. That’s why it is smart to divide your page into short paragraphs and to highlight each of them with a killer headline which will not only catch their attention, but also tell them in a second what the whole paragraph is about.For the SEO purposes, make sure that your headlines are marked < h1 >Headline#1 < / h1 >, <>Headline#2 < / h2 >etc. and that they are stuffed with your best keywords. Apart from the keywords, use words like “free, proven, benefit, first, discover, complete, exclusive, how to…” in order to gain people’s attention.

Another important part of a landing page are the links. As mentioned already, your links should not direct visitors to your home page or elsewhere other than the next step towards reaching your goal. What is also relevant, is the anchor text, i. e. the clickable text of the hyperlink – for the SEO purposes, stuff it with your keywords as well, don’t leave it just as “Click here to sign up”, but mention your product as well: “Click here to sign up for the Search Optimisation Workshop now”.

How to Combine Headings and Links Keywords

Here is an example if your landing page promotes a newsletter with free marketing, sales and leadership articles.Headings Keywords:

interesting articles
valuable articles
free articles

Links Keywords:

marketing articles
sales articles
leadership articles

This means a capture on the whole list of keyword searchphrases:interesting marketing articles
valuable marketing articles
free marketing articles
interesting sales articles
valuable sales articles
free sales articles
interesting leadership articles
valuable leadership articles
free leadership articles

Hello, people!

Hope you are all well. This week I will outline some ways of preventing cancellation of the buying process after you have got the attention of your visitors, their interest and desire for your product. You need to generate trust and to make the ordering process clear & secure.

Generate TrustAlthough many of us probably do not pay particular attention to Contact Details and Privacy Policy when browsing the Internet, these are vital parts looked for especially during the purchasing process in order to make sure that you are a serious company. Apart from that, Testimonials could add trustworthiness to your landing page, too, as they are kind of confirmation and a referral from the REAL people who have already tried your products or services and who didn’t mind to publish their names (sometimes their occupation and pictures as well) and you can possibly find them, if you need to confirm their positive statements.

Last but not least, the trust in your company and products will be supported effectively when you offer an unconditional money-back guarantee if at all possible. This will prevent the fear, uncertainty and doubt about moving towards the purchase.

Make Your Ordering Process Clear & SecureIn general, over 60 percent of online shoppers abort the ordering process. It’s a pity that after gaining their attention, interest and desire you can still lose them due to a complicated, unclear or unsafe ordering process. To prevent this, try to follow the advice:

1. When already in the purchasing process, don’t hide the price for your products or services. People will not continue if they don’t know how much they have to pay.

2. Tell your visitors upfront about your refund policy.

3. Tell your visitors about all additional costs and taxes they have to pay, so that they know the final price before they have to enter the credit card number.

4. Make sure that your order pages are easy to understand. Test them with your friends or relatives who don’t browse the Internet very often.

5. Make sure that your order page shows an understandable notice if the customer forgets to enter the email address or any other required field.

6. Make sure that your order pages work internationally. Some countries don’t have postal numbers or their regional structuring can be different from yours.

7. It’s very important that your order pages are secure. Use as much encryption as you can and use the additional security services such as Verified by Visa and MasterCard SecureCode.

8. Test your order pages regularly in order to make sure they work.