SEO: Search Engine Optimization Bible

It is by no means as expensive as more traditional methods of advertising have been. If you have a

small advertising budget and think that PPC advertising is going to be the best way to maximize it,

you could be correct — if you keep up with the maintenance and ongoing efforts that are required

for keyword advertising.

However, it all starts with your PPC advertisement, so that’s where you must first concentrate on

maximizing your return on investment.

Writing Keyword Advertisement Text

Before you can even begin to write your keyword advertisement text, you should have a finalized

list — or even multiple finalized lists — of keywords selected. If you’ve used a keyword research

worksheet (like the one included in Appendix D), you can easily use this list to group your key-

words according to topic. For example, if your keywords include dayspring, spa, aromatherapy,

lavender soap, relaxing herbal wrap, and mud bath, your groups will look something like those

shown in Table 7-1.

It’s important that you keep your keywords grouped together, especially because they associate with

the different pages of your web site. It’s these words that you’ll be working with as you create your

keyword advertisement text. According to research done by major search engine companies, using

keywords in your advertisement text can increase your advertisement click-through rates by as much

as 50 percent. Keywords are important to your advertisement text, and the right keywords for the

advertisement are vitally important.

Another thing to consider before you begin to write your keyword advertisement text is what you

hope to accomplish with the text. Do you want visitors to buy something? Do you want them to call

your office for more information? Do you want them to sign up for a newsletter or some other serv-

ice? It’s important to know what you want users to do when they see the advertisement, because

you’ll use some form of this in a call to actionin the advertisement.

It helps if you clearly write down several different sentences that express what you want the visi-

tors to do. You don’t have to worry about writing the sentences in short form right now. Just get

the ideas down on paper. You can whittle away unnecessary words as you move forward with

writing the text.

TABLE 7-1

Related Keyword Groups

Group 1 Group 2

Dayspring Aromatherapy

Spa Lavender soap

Mud bath Relaxing herbal wrap

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Part II SEO Strategies

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