Search Engine Optimization (SEO) for your website

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Consider the promising new keyterms for your next round of organic SEO. Does

a place exist for these new terms on your site right now? Maybe they’re already well

matched with a landing page and it’s just a matter of inserting them into the text and

meta tags. As you incorporate new keywords into your organic efforts, you may want

to drop underperformers from optimization and tracking.

Whether you start modifying your organic efforts today or put it off until

your entire team reaches consensus will depend on your personal and organizational

preferences.

Analysis Paralysis

Closing the ROI loop on your PPC campaign can range from an art form to a purely automated

process.The Left Brain and Right Brain describe differing approaches.

The Right Brain says,

“A little knowledge is a wonderful thing. But a limitless supply of raw

data—which PPC services are very good at delivering—is difficult to wrap your mind around. An

average do-it-yourself SEO may have a very hard time tackling this data,much less arriving at a

meaningful take-away.

“So don’t expect perfection, either in your campaign or your ability to assess it! It’s all about evolv-

ing toward a better ROI. Start simple, with the broad-brush, trust-your-gut-instinct ways that help

determine if your SEO campaign is on the right track. If you’re not comfortable with your method

of assessment,keep your budget small until you find the method that’s manageable for you and

that offers data you feel you can trust.Remember, the ROI loop is a circle, not a straight line.”

The Left Brain says,

“I agree that some degree of instinct-based approach is needed for difficult-

to-track conversions. But for more straightforward e-commerce sites, or anyone with a clear

method of measuring profit per conversion, PPC offers the opportunity to be more empirical in

your approach. For one, you know what your conversions are worth, so you can set your bids as

high as possible while still delivering a comfortable profit margin.

“Of course,bids are not the only factor in PPC ranking, and they may not even be the most important

one.After all,even a top-ranked ad is worthless to you if your ad copy is no good.Ongoing scientifi-

cally run A/B testing can help you improve both your ads and your ROI. And there are even compre-

hensive, automated PPC campaign management solutions,such as the proprietary one used by

Did-it.com,that will help track and analyze your PPC campaign for you. If you’re ready to invest in

closing the loop in a more sophisticated way,these solutions might be a good match for you.”

Now:

Make a list of promising new keyterms from your PPC campaign or existing organic ones whose PPC

performance was below your expectations.

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