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Paid and Organic Keyword Trends
 

Paid and Organic Keyword Trends

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As presented by McKenzie Coco to the eTourism Summit 2011.

As presented by McKenzie Coco to the eTourism Summit 2011.

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  • Local Places listings are even more essential with the launch of Google’s Hotel Finder as well as the changes coming to Google City profiles. Don’t ignore other review sites and listing opportunities, as they all work together to get you higher in natural search. BE SURE ALL OF YOUR INFORMATION ACROSS SITES IS EXACTLY THE SAME – Name of Business, Address, Phone Number --- EXACT MATCH
  • The +1 integration with Google’s paid and organic SERPs doesn’t directly affect quality score. While it may at some time in the future, for now +1 is only an indirect influencer on your quality score. With that in mind, take advantage this opportunity. Add the +1 button to your websites and landing pages and enjoy the lift in CTR!
  • Google is developing portal pages that will rival sites like Yelp. Make sure you are prepped for this.

Paid and Organic Keyword Trends Paid and Organic Keyword Trends Presentation Transcript

  • Without strong keyword research, your PPC marketing can fail. Finding high-quality, low-cost pay-per-click keywords is the key to high ROI in your PPC campaign.
  • FSC Keyword Tools
  • Google Keyword Tool
  • But It’s More Than the Tools…
    • Get into the mind of the searcher with the analytics and keyword data that is referring quality traffic to your site…
      • What do they have in common?
      • What other terms relate to something similar?
      • What page is best suited for those terms that are qualified but NOT working?
    • Longer terms with more specific detail create higher quality traffic at a lower cost.
  • Refining terms
    • Geo target
    • Add negatives
    • Use phrase and exact match
    • Extend terms to long tail phrases
    • Set up account with many specific ad groups
    • Review quality scores
    • Enhance text on site
    • Create and test landing pages
  • PPC Trends
    • Go Mobile – the right way!
    • You can show ads to mobile users. As discussed at Google yesterday, this is a great benefit for hotels and destinations.
    • But make sure your site is not only mobile, but that you provide value to those accessing your site via iPhone, Droid or other. Build the mobile version with their specific needs in mind.
    • Optimize for mobile use by:
      • Keeping your layout simple
      • Design for easy use on a phone, not a mouse
      • Highlight the content that mobile users want access to (location, contact information, mobile booking)
    • Mobile ads will be given quality scores based on the mobile friendliness of your company’s page as well as user interaction (just like ppc ads on web that look at bounce rate, time on site, etc).
  • SEO Trends
    • Local Listings are even more essential with the launch of Google’s Hotel Finder as well as the changes coming to Google City profiles. Don’t ignore other review sites and listing opportunities, as they all work together to get you higher in natural search.
  • Plus One
  • Hotel Finder (BETA)
    • http://www.google.com/hotelfinder/
  • Prep for City Portals
    • Google is developing portal pages that will rival sites like Yelp. And Google + will be launching Business pages in the near future. Make sure you are prepped for this.
    • McKenzie Coco
    • FSC Interactive
    • 1943 Sophie Wright Place
    • New Orleans, LA 70130
    • t. 504.894.8011
    • f. 504.894.8012
    • www.fscinteractive.com
    • www.facebook/fscinteractive.com
    • @fscnola