Monday, September 23, 2013

Reasons for New Advertisers Getting Tougher To Succeed in Adwords

Some of the advertisers who even though have experience want help to deal with the new features of Adwords. If you are a new advertiser and creating your first campaign then it would be tough for you to be equal to experienced advertisers. For competing advertisers, you need to find keywords with exact match and phrase match, set bid and write ad texts.

The following should be considered for Adwords campaigns to be successful:
  • Adwords Ad Extensions (8 available)
  • Adwords Match Types (4)
  • Negative Keyword Lists
  • Adwords Remarketing for Search
  • Product Listing Ads
  • Bid Adjustments
  • Mobile Preferred Ads
  • Increased Quality Score factors
New Advertisers may think that why their campaigns are not good as their competitors.
  1. Why don't we have social annotations from Google+?
  2. Why don't we have map placed next to our ad?
  3. How can they manage to pay a lot for high positions?
To run your Adwords campaign you need to know how to implement the above factors and test them before implementing.

You need to take help of a professional to run Adwords campaigns. New advertisers think that they are performing well by getting more clicks and rankings.

Professional Help is More Crucial than Ever for SMBs:

Small businesses are being hit harder by this. They have hard time to find search agency. Google helps in one way by introducing Google Adwords Premium Partnership. This Premium Partnership lists the good search agencies.
Some of the search agencies which are competent are Portent; PPC Associates should be in premium list.

Better Education for New Advertisers:

New advertisers can come to know about Adwords through new Help Center which is well-designed. Adwords platform is based on the algorithm determining quality score. Even though if you have 10/10 quality score you should write the ad texts which may help the users to click on your ads and purchase your product.
You need to hard work and excel in the field of marketing to get top in the Adwords.

Periodic Table of Seo Success Factors

The periodic table of seo describes the factors to get success in business. This seo periodic table is designed to represent the factors which are vital to gain traffic to your site. The table consists of both off-page and on-page seo factors.

The above figure is a periodic table of seo factors.

The table consists of three major groups, they are: on-page, off page and violations.

The on page in the periodic table is:


Off-page factors in the periodic table are:


The table comprises of 33 factors which are major factors in seo. Weight is considered to these factors, +3 next to them which are dark colored, +2 factors are just below to the +3 factors and +1 factor are below the +2 factors. In periodic table, negative factors also there. -3 factors are considered as worst and then -2 and -1 factors which are harmful factors to SEO.

Each factor in the table consists of two letters. First letter meant to category of the element like C for content and the second letter meant to element itself like q for quality. V for violations is unique and independent of category are negative factors which are of red color in periodic table.

Local Search: How to Rank on Google in 2013

Annual local search ranking factors survey is the best way to monitor and manage your website up to date. Ranking factors that Google uses to evaluate local search results aren't changed over the past year.

Moz has updated 2013 local search ranking factors after making survey with local search experts. Local search ranking factor annual survey concentrates more on general local ranking factors first, then dives into a specific and negative ranking factors.

When overall ranking factors are considered, page place signals are determined as the most eminent one. Suitable categories, keywords in business titles and proximity come under place page signal factor.

Local hunt ranking factors rank both prominent ranking factors as well as most significant competitor difference makers. So, you need to consider few things to set your local site apart from competitors.

Follow the below check list to differentiate yourself from your competition and make necessary changes to move up your website top in Google search results:

Check list:

1.Need to concentrate on quality of structured citations.
2.Your domain must contain quality and authority inbound links.
3.Quantity of reviews by potential reviewers.
4.Consistency of structured citations.
5.Quantity of citations from website relevant domains.
6.Domain authority and Page authority of Website.
7.Quantity of structured citations from locally-relevant domains.
According to the search marketer’s survey, the most eminent general factors are page signals, ON page signals, external location signals, link and review signals.

Annual survey absolutely concentrates on how important the qualities of your reviews are, as well as the excellence of the reviewer, such as Yelp Elite reviewers.

While domain authority plays a chief role in normal SEO and it is a bit more difficult with local businesses, especially with the number of new businesses and others changing names.

Many of local businesses are missing the use of domain authority, because new businesses are depending more on local listing traffic. According to the annual survey, your website's domain authority plays a prominent role in ranking factors and dissimilarity makers.

Moz also listed few negative ranking factors, but most of them are expected and predictable factors such as false business location, keyword stuffing in the business name, improper category listing, and multiple place pages.

LinkRisk Tool helps you to identify the Risks and Eliminate them Completely

As everyone knows that, Google penguin algorithm update has been designed to take severe action towards sites that show unnatural and manipulative link patterns. In addition, managing link profile is an eminent factor when you consider SEO strategy. For a good SEO, evaluating backlinks and analyzing link profile is essential.

In SEO world, there are number of free and paid tools that captures list of quality and low quality links but all these tools come from specific angle and focusing on more than just the links.

As name suggests, LinkRisk tool checks at your link profile and analyzes your problematic, suspicious and healthy links of your website before your website gets hit by a Google penalty. LinkRisk helps you to manage your or your client's link profile effectively.

Paul Madden, Gareth Hoyle and Dom Hodgson launched LinkRisk tool to make use of algorithm to analyze linkscore for your website. This tool evaluates how high the risk is and guides you to prevent from becoming next Interflora. This tool focuses on high risk links and provides you information about "where they are coming from", where they are pointing at, and what links you have to evaluate to improve your website status.

This tool uses linkscore technology to score your website. The LinkRisk scale starts from 0 to 1000. If your site has higher linkscore, then don't get excited!!! Because you may have chance to fall foul of a future Google algorithm update. LinkRisk tool evaluates your website score for each of the links based on different levels.

Link Risk Litmus Scale:


Below Points gives you detail info about LinkRisk Score:

1.LinkRisk score starts from 0 and ends at 1000.
2.All the websites run with at neutral score of 500.
3.Links which comes into your site affects directly your LinkRisk score both in a positive and negative way.
4.If your site scores high value, then more likely you are in trouble.

How does LinkRisk Tool Work?

Well, if you select LinkRisk tool to analyze and evaluate your website, there are several options to sign up LinkRisk tool account. While setting up site link profile, you need to answer some questions and these questions give your valuable information.

  • What SEO efforts you are using?
  • For what company you are working?
These questions help you to define the risk you are taking. LinkRisk tool contains huge database that has information about all sort of links that helps to determine risk of your website.

After finishing your setup process, LinkRisk tool starts working. Based on size of your website, it takes a while to produce report. Once it is done, it alerts you with a message.

What Can You Get?

  You can see your score, once you get the results. If you get linkscore within the range of 500, then your site is looking good. Make a note that, once you have linked up with this tool, it produces report continuously and updates your site linkscore. Profile offers you all sort of information. You can able to filter links by LinkRisk score, domain name, status code and anchor text. It is quite common that, everyone concentrates mainly on high risk links.

Moreover, you can make use of linkRisk valuable information for link building purpose.

What to do next?

This tool provides you lot of information about your link profile. In addition, it triggers you what to do next and it will help you to get your link profile in proper order in future. The main strategy is to manage all the things within the tool. For example: Getting disavow document and intimating that to Google in quickest way.

How to Use Bid Adjustments to Get More Out Of your AdWords Enhanced Campaigns

Enhanced campaigns means some of the aspects have been changed and new aspects have been introduced. You can find and implement bid adjustment options in the bidding strategy. As each bid adjustment affects each other, think more before you set the bid adjustment.

How Do Bid Adjustment Percentages Influence my Bids?

You can set the bid adjustments for individual adgroups and also whole campaign. The bid adjustment percentages you can set are from -90 to 300. Look how your bids are influenced if you set different bid adjustments.
$10 at -100% = $0
$10 at -90% = $1
$10 at -40% = $6
$10 at 100% = $10
$10 at 150% = $15
$10 at 200% = $20
$10 at 300% = $30

Location-Based Adjustments Allow You To Manage Location Targeting More Granularly:

You need to check the list to eliminate the regions having poor performance before you set the bid adjustments for individual locations. For example in the below example, Texas and Quebec regions should be removed from the campaign because of their poor performance.

You can set bid adjustment of -40% for Texas and Quebec to lower the high conversion costs. This results in lower cost per click.

How to Set a Location-Based Bid Adjustment:

You should add different locations to your campaign. If you target entire US, then you can include the state and area to which you need to adjust bid instead of doing it for individual state.
The first step is to add the area:

You can set the bid adjustment for each after you add the areas as shown in the below screenshot:

You will be asked to either decrease or increase the bid. You can choose the option decrease your bid by 40% instead of mentioning -40%.

Hourly and Day-of-the-Week Bid Adjustments (AKA Ad Scheduling):

You can adjust your bids based on hour of the day and day of the week. You can decrease the costs spend at certain times of day such as 8pm if nobody is able to answer phone. You can observe conversion rates varying at different times of day due to hourly bid adjustments.

We can notice from the above table that the cost per conversion is higher from 7am to 9am compared to others. You can get more conversions at low cost in certain times of day such as lunch, late afternoon and in the evening. You can get even more conversions in these times if you increase your exposure. If you set only one bid adjustment then your campaigns will be deactivated at other times. 

 In the above example, the bid adjustment is set from 6pm to Midnight in all days so the campaign is not running from 00:00am to 6:00am. You also have to set bid adjustment specifying day or time.

Mobile Bid Adjustments:

If your website is optimized for mobile traffic then you want to maximize the traffic you get from mobile. If you don't have a mobile website then you should decrease the bids for mobile. Google says that you can decrease your bids by 20%. First you need to analyze your campaign, find and set the next bid adjustments for your mobile traffic.

Multiple Bid Adjustments Influence Each Other:

All your bid adjustments will influence each other. You need to be careful while setting the bid adjustments and know how they affect your bidding. For example, if you have set a 100% location bid adjustment and 150% bid adjustment for mobile your $10 bid changes to $22.5 bid.

How To Make Link Building Successful In Content Marketing Era

Now-a-days Google has been finding and penalizing unnatural link profiles a lot. Previously Websites could rank well by only building links. If you want to get natural links then quality content is must. Most of the SEOs are still using the outdated strategies. First they will find the keywords, create pages and then build links to those pages which results in unnatural link profile.

Below are the 5 steps to have success with link building in the content marketing era:

How To Build a Natural Link Profile:

1. Assess Your Link Profile:

You can use Open Site Explorer tool to analyze your link profile. If you look at some of the sites which rank high for specific terms then you can see combination of anchor text and inbound links distributed to internal pages. 

 2. Identify Your Audience:

In order to earn natural links you need to know whom to target. It is not sufficient to think only about the people who should read your content but also the sites that might link to you. If the content you provided meets the needs of audience then the chance of providing links will be high.

3. Create High Quality, Engaging Content:

You need to write the content which is useful to the audience. If you want to build links to the content then it should attract links by itself. If you work more then you can get more number of links. The content should rank for the targeted terms. If you choose to post a popular topic then you can get more traffic. 

4. Make Your Content Work For You:

You can generate natural links with the help of good content because bloggers share the content resulting increase in link volume. Some of the people may use url as anchor text while building links to your content. Your domain can gain trust only if it has quality links.

5. Prepare To Scale:

You can create an editorial calendar and scale your content development efforts. Spending more time in marketing and link building makes your audience not overwhelmed with content. You should find the methods and strategies which works best for your content. You can give more prominence for a successful strategy in your editorial calendar. You need to work effectively to acquire new links from new websites with related niches.
You need to create quality content and focus on link building of the created content. By this your content can earn links. You should try to get links from authoritative websites for your content so that you can maintain natural links.

How and When to Use 301 Redirects vs. Canonical

In the world of SEO, web page redirection seems like a bit tricky. 301 redirection and canonical options create confusion for SEO practitioners. Site owners face frequent issues such as, "When to use 301 redirect? And when to use rel="canonical" attribute?” These two methods are used to conquer duplicate content issues and to improve user search experience.

What is the difference between 301 Redirects and Canonical

301 redirection tells search engines that, the page is no longer available here and moved permanently to new location. The page automatically redirects to new location and tell search engines to remove the page from their index and pass credit to new page. On the other hand, rel=canonical is the simplest way to tell Google that, the version has set of pages or content and to index only the preferred version of page.

301 Redirects - What are they?

A 301 redirect is a server side redirect, designed to tell search engines and users that page has been permanently relocated to new location and the previous page no longer exists. With the use of this command, the new page gets original link popularity, relevance and ranking power. Matt Cutts stated that, by implementing 301 redirects technique, "you will lose just a lit bit, not very much at all".

What it does for users

Most probably, user never notices that URL was redirected to new one unless they look at change in URL while browsing. If they get relevant content then they are unlikely to be affected even if they spot the change. 
So, in user point of view, there is no problem with 301 redirect. 301 redirect option is fine as long as it doesn't confuse users.

What it does for the search engines

When search engines find a URL with 301 redirect, they redirect to new page and index the old page. Google has to pass existing link juice to new URL, but most probably it won't pass 100% link juice. Search engines need to remove old page from their index and moreover, it takes little bit of time but no longer than a weeks.

When you should use 301 redirect

You need to use 301 redirect techniques when you are planning to move domain to new domain or changing URLs to new structure. If you want to implement 301 redirect technique for new design or structure and you don't want users and search engines to look at the old page in such case you can use 301 redirect option. You have to follow Google guidelines before implementing 301 redirect methods.

You can even use 301 redirect, if your webpage contains expired content such as old products, old terms and conditions, products which has no relevant content and of no use to users. In addition, you need to look at few points while removing expired content from your website.

1.First, check analytics to see the content has any search traffic, if it does, then what is the use of redirecting the content? In turn you may potentially lose search traffic.

2.Check whether your website has another page which has similar content that contain user relevant information. If it does, then use a 301 and point out to the similar pages. Through which you can able to retain the traffic back.

3.At last, check whether the content could be useful in future? 
If multiple versions of web page served for a unique purpose, it would be better to use rel="canonical" attribute instead of 301 redirect.

Rel=canonical tag - When and how to use it

The rel=canonical attribute is useful for search engines. It is an HTML tag that enables website owners to conquer duplicate issues by mentioning "canonical" or preferred version of webpage.
For Example: If the webpage is available in both web version and print version, then place rel=canonical tag in the print version and show search engines the web version is the preferred choice and it is most important for users.

Where 301 may not be possible:

In few cases, implementation of 301 redirect can be tricky; developers don't know how to use it. In such situation it is bit easier to use rel=canonical tag because there is no need of involvement in server side. It is quite easy, you can just place rel=canonical attribute in head tag on the page.


Here, both the pages could return to set off same results and where you can find duplicate content pages. So, in this situation, 301 redirect wouldn't be possible and appropriate. Hence, rel=canonical would work better in this case.

When to use Canonical

When 301 wouldn't be possible, or take too much time.
If you want to keep duplicate content and cross-domain considerations live.
Dynamic pages with multiple URLs of a single page.


According to Matt Cutts statement, even though rel= canonical attribute is a directive that Google usually follows, 301 redirect is preferred wherever possible. You need to be more cautious while using these two methods because as these changes may easily go wrong if not used properly and even it can harm your website in search results.