SEO: Search Engine Optimization Bible

I

t would seem that picking out the right keywords and then employing

them in keyword advertisements would be an easy enough task. But don’t

let the simplicity of the concept fool you. There is much to learn about

how to use your keywords effectively to draw traffic to your web site.

One of the biggest mistakes web-site owners or designers make is to assume

that once the site is properly tagged and seededwith keywords, their work is

finished. It’s not. There’s more to do. You can’t just throw your keywords into

PPC advertisements and expect them to do well. There’s a fine science to writ-

ing the ad.

Then, when site visitors do see your ad and they click it to go to your site,

what’s going to greet them? Your landing pageis as important as the text that

you place in your advertisement. And sometimes, choosing the right adver-

tisement text, based on the right keywords, requires some comparison testing.

Keyword advertising is not a simple process. It’s also not a process that you

can do once and forget about. To be truly effective, you should be working

with your keywords all the time. Only through regular, consistent attention

can you increase your keyword success and maximize the return on your key-

word investment.

Return on investment (ROI)is a term that you’ll hear frequently associated with

keyword advertising (and most other types of advertising and technology, but

we’re not interested in those right now). There is more detailed information

in Chapter 9 about PPC ROI, but for now you should understand that PPC

advertising is getting more and more expensive.

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IN THIS CHAPTER

Writing keyword advertise-

ment text

Creating great landing pages

Understanding and using

A/B Testing

Avoiding keyword stuffing

Increasing

Keyword Success

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