Thursday, September 3, 2009

New Report Explores how PPC Rank Affects Traffic

Citing a tenfold difference in traffic between the first position in a pay-per-click campaign and the tenth position in the same campaign, the Atlas Institute's latest report sheds some light on how rankings can impact traffic numbers. (The full report, titled "How Search Engine Rank Impacts Traffic" is available on the Atlas Institute's Web site.)

The Atlas Institute set out to examine the relative drop in traffic that takes place with each positional drop in rank on the industry's two most popular PPC engines, Google's AdWords and Yahoo!'s Overture.

Paid search marketers have long recognized the difference in traffic that comes with higher rankings. In many cases, advertisers are willing to pay whatever it takes to maintain the top spot in the rankings, simply to assure dominance in drawing traffic. For these advertisers, the Atlas report provides ample data to support their belief in the difference in traffic that can come with a number one ranking.

For example, the study showed that there was a dramatic 40% drop in traffic between the first and second paid positions in Google's AdSense program. Beyond position two, the traffic drops more gradually, losing about 5-10% of traffic per position drop on down to position number 10.

The study found similar results on Overture, though the difference between positions wasn't nearly as dramatic as those in the AdWords campaign. Overture listings experienced an average of 23% drop off from the first listing to the second listing followed by a second drop of around 20% from the second listing to the third. From there, the data shows similar drop offs as AdWords, ranging from 5-10% per position.

It is worthwhile to note that the lower half of the rankings experience much stronger click thru potential on AdWords than they do on Overture. Positions number five thru ten on AdWords experience click potential of 34.8%, 31.3%, 24%, 20%, 15.3% and 13.9% respectively. Those same positions on Overture have much lower click potential at 30.2%, 24%, 18%, 14.1%, 9% and 7.8%. Thus, companies that prefer to bid in the lower half of the listings may find they have more luck drawing traffic from AdWords campaigns than from Overture campaigns.

While the data presented in the study is interesting, it's important to note that click thru rates are not the only thing that should impact the planning of a PPC campaign. "Paying for the number one ranking may not be the best strategy for all advertisers" explained Young-Bean Song, director of analytics and the Atlas Institute, Atlas DMT. "For some marketers the cost of traffic associated with the top ranking may be too high. On the other hand, some marketers are forgoing the top spot, without really knowing how many customers they are losing to their competitors. Most advertisers don't know whether they are paying too much, or needlessly missing out on sales."

Competitive industries with low margins may find it tough to balance a strong pay per click campaign that delivers traffic without sacrificing profitability. A successful pay per click campaign ultimately boils down to the return on investment that the campaign can deliver. If a Web site owner spends $5.25 per click and only makes an average of $4.50 per sale, higher traffic levels will simply bankrupt him. Thus, it is essential for marketers to base campaigns not only around traffic levels but around realistic cost per click that factors in conversion rates and profit levels.

It's also interesting to note that despite the obvious loss in traffic that comes with lower listings, many marketers prefer to setup their ads to maintain lower rankings. Many marketers theorize that Internet users that take the time to visit multiple sites are more serious about buying and that the number one listing is often inundated with "impulse clickers" that are more curious than serious when it comes to buying. Online discussion forums that cover pay per click strategy are ripe with posters that explain they purposely position their ads below the number one position. They go on to explain that in those positions, they experience higher conversion rates and lower costs per click, which leads to much higher returns on investment than the same advertiser might have experienced with a more expensive number one ranking.

For marketers that have taken the time to analyze their campaign data, the research provided by Atlas could prove invaluable. Companies that have documented their conversion rates and break even points for various positions will be able to use this data to calculate the potential profit of bidding in each of the top ten positions and adjust their campaigns accordingly.

It is also important to note that the study applies only to pay per click listings bought via Google AdWords and Overture. The Atlas study did not examine the drop in traffic that takes place with organic listings, though they state on their Web site that they are currently compiling data on this topic and hope to release a report later this year.

Jennifer Laycock

How to Get Your Site a Top Ranking in Google

It's the new American dream. Your website appears in a top spot on Google for your chosen keyword. Next thing you know, orders start coming in faster than you can handle, and you are rolling in the money. If only it were so easy, right?

Well,It can be done. I've done it many times in many different industries. There is no secret, but rather, it's just knowing what to do. I've made just about every mistake one can make with a website, but I learned from every setback. If you were only allowed to do one thing to get ranked for your site in Google, without a doubt, all you'd need to do is get links for your site.

Yes, there are many other factors involved in getting your site to a top position. But this is the most powerful way as of this writing to get a top spot in Google. It's not just enough to have links pointing to your site, but you need to have your keyword "anchor linked" to your site. Anchor linking is when you use your keyword phrase as the click-able text for a link. So, instead of saying "Click Here", you would use "Widgets" as the link text.

Now, another point of consideration is determining what keyword/phrase you want to use to get your site found. Most times, people impulsively choose a one word phrase. While this would be a great way to bring traffic to your site, would it bring targeted traffic, with people looking specifically for your product or service? Most times when people type in a one letter keyphrase, they are in the beginning of their search.

They may type in "Shoes", but are really looking for "Running Shoes". So, if you have a top ranking for shoes, do you serve that user's needs? Maybe, but they may also be looking for dress, casual, Women's, Men's, Children's, athletic, girl's, boy's, etc. This is why when you begin to optimize your site, you should focus on more targeted keyword phrases.

Suppose you sell a certain brand name of dress shoes. For this example, we'll call the famous brand XYZ. So, by getting anchor links as "XYZ Dress Shoes", you are already eliminating those users who are looking for another brand or line of shoe. Next, you need to make sure that the page that gets linked contains the on the page content with "XYZ Dress Shoes". If you would link to a page without relevant content, Google would view this link as possible spam, or more appropriately, irrelevant content.

Now, once you have compiled your list of keywords, you need to see which one are searched on the most. The best tool for this is WordTracker, and it is worth the tiny fee you need to pay to have access for one day. There are also free tools online that you can use, but WordTracker will give you the most accurate results.

Once you have run through your list of all your keywords, the obvious choice is to pick the ones with the highest amount of searches (and content relevant to your site!). The next step is to then begin the process of a link campaign. Now, I can already hear you complaining about doing a link exchange. This is only 1/3 of your campaign. The ideal method is to not only engage in a reciprocal link exchange, but to also engage in strategic linking.

Strategic linking is when you get a link to your site without having to return the favor. What's the best way to do this? Write an article just like this one. If I get one website to use this article and have it point to my site, I've just created another link to my site. Pretty easy, eh?

Since you have now engaged in a linking campaign, you should expect to see results in Google in as little as 4 days, and as far as 6 months. All of this is determined by where your links are coming from, and the popularity of the site from which the link came. Next, you need to get as many links as you can pointing to your site with your popular keyword phrase anchor linked to your site.

As I mentioned before, there many other factors that will only enhance your rankings in Google, but the implementation of a link campaign is the strongest method to get your site to a top ranking!

-To your online success

Paul Bliss

How to Create Google Adsense Pages

First let me preface this article by stating that you should NOT create pages for the "gaming" of AdSense. Most companies who use AdWords are small to medium sized businesses trying to grow.

With rampant click fraud, those advertisers won't be able to advertise, and AdSense won't pay out as well.

That said, let's begin the process.

For our example, our topic is that of "widgets", so where do get started?

Create the page - Sounds simple enough, but there are some coding standards you should always use. They are:

* Name of the page - Use the name of the keyword you are targeting. So, in this example it would be widget.htm. You can use your web server's technology as well, but if in doubt, you can never go wrong with the .htm
* Title the page - Use the keyword again for the title.
* Meta Tags - Yes, they are still used. Make sure you include the keywords in your meta keyword list, and give a definition of the word in your meta description tag
* H1 - Put your keyword in stylized H1 tags. Use CSS to make the tag look consistent to the rest of your site

Content - This is often the biggest obstacle non-writers have. Don't worry, follow these steps and you'll soon be on your way to original content.

* Go to MSN, Yahoo and Google
* Enter your keyword into the search box
* Look at the top 5 sites listed from each search engine
* Educate yourself on the topic from the content found on these sites

Page Copy - Now that you've absorbed more information, compose your own page of ORIGINAL content. You can take bits and pieces from the other pages, but be sure to inject your personality into your writing. That will make it uniquely yours.

Links - Don't forget to link to authority sites about your subject. It's very natural for web pages to have links to other sites, don't forget about this key point. Take a moment to see why you need outbound links.

Traffic - The most obvious is getting traffic to your site. Your site will have higher paying ads if your page gets more traffic. If you need help with this, be sure to visit the SEO resources section.

Personally, I tried using the traffic generating sites, and quite frankly, they are a waste of time. Sure you'll build up your traffic numbers, but it's usually from an autosurfing program.

One last note. On September 1st, 2005 Google shut down my account because they suspected click fraud. I really don't have a problem with them shutting me down, because as an advertiser I want to know that they are watching my money. However, I believe they should show proof of the supposed fraudulent activity. I was even proactive in letting them know when I saw suspicious activity, but they never replied to my inquires.

Here's a great article on what to watch for, and how click fraud is committed.

I hope you have better luck than I did.

Paul Bliss

How Google Failed

As stated on their website, Google's mission is to "organize the world's information and make it universally accessible and useful."


As that may appear to be a noble quest, the Google machine is easy to manipulate. For a perfect example, proceed to Google and enter the phrase "miserable failure".

The #1 result links to the bio page of George W. Bush. Whether or not you agree with that statement is for political discussions, and I'm not getting into that here.

Point is, the results for that phrase were achieved because of one simple reason.


That's right, you'll hear many arguements about content being king and linking is queen. While I do agree with that from a user perspective, it's not true for SEM purposes.

I do agree that content will make the user come back, but in order to get ranked in the coveted #1 spot, you need more links than your competitors.

Google's approach on this is that if you have more links pointing to your site than your online competition, your page must be more important that all the other 20 billion known web pages on the Internet.

There are many factors that go into getting a site ranked, and making it sticky, but if you were to build the absolute best site about widgets, adding a new page of content everyday (per Google's request, and you fulfilling their egomanaical quest to determine how you should run your website), and all I did was to slap together a one page site that highlights some features of the widget, while only going after links, and you build content, who's going to get the top spot?

The site with more links pointing to it, which would be mine.

This is why Google (and all the other search engines) fail when returning the results. True, they are just machines and the human programmers who create the secret ranking algorithm haven't been able to program comprehensive understanding into them yet - so until they do, you know what you need to do to your site to get ranked.

Links, links and more links.

-To your online success!

Paul Bliss

Search Engine Optimization for Google

With the recent Jagger update settling, many people find their sites no longer have the high rankings they had for so long enjoyed prior to the latest Google update.

So, the sites that lost these rankings are scrambling to find some answers as to why their site dropped. While it's my business to know the intricacies of how this particular update impacted the search algorithm, there are some common ground starting points that if you apply these to all of your sites, you should be able to survive any update intact.

* Proper naming structure
* Name your page titles with your keywords if possible
* Always have a sitemap
* Always include a robots.txt file
* If you must use a re-direct, be sure it's server side, not with a meta refresh tag
* Don't use hidden text
* Make sure your keyword phrase is included in your H1 tags
* Don't optimize for more than 2 keywords per page
* Use text links where possible
* In any product image, be sure to use the alt tag
* Use hyphens, not underscores when you name a page file
* Make sure your site has an error handling page
* Create a Google Sitemap and submit it to them (This is in addition to a typical sitemap)
* Offload all your js and css code
* Don't forget about meta tags

Be sure to follow these simple guidelines and you won't need to worry too much anytime Google has an update - your site will not be impacted by any filters that are checking for spamming, hidden text, or anything that resembles cloaking.

To your online success

Paul Bliss

SEO for Blogs

While there are many reasons to blog, there are two primary uses that are becoming more widespread with blogging: To game Google Adsense, and to also game the search engines for better rankings.

Since Blogs are known to the search engines as daily snippets of information that are updated on a frequent basis, they get a lot of preference in the search results.

So from this, how do you optimize your blog?

Depending on the service you utilize, there are still some basics that you can apply. The two biggest blogging sites are WordPress and Blogger. If you are looking for an advantage with SEO, you should use Blogger since they are owned by Google, and you'll be indexed quicker.

Blogs aren't all that much different than a site. The power of a blog is from the frequency of the posting. If the search engines see a pattern of 3 postings per day, they will be very active on spidering that site. Depending on the topic of the blog, you may be able to boost your blog in the rankings if it's related to a hot topic on the Internet.

Now, to the actual optimization.

Since blogs are typically a few pages long, you only need to establish a few rules that will be applied sitewide:

* Use an interesting title - Also known as linkbaiting - your title should captivate the user to read more
* Try to use your blog keywords in the title - while it may be hard to always do this, by keeping the title related to the topic, your blog will always be relevant
* Use the H1 tags - All blog editors allow for custom templates, so be sure to stylize your blog title in the H1 tags
* Link to other blogs - Find other related blogs that your readers might find interesting, and ask for a link in return
* Don't forget about your archives - You may post a topic that isn't hot at the moment, but comes up later - make sure your readers can find that posting

As stated above, the key to a successful blog is frequent postings. You don't need to write up an article everytime, two paragraphs and maybe some resource links is what a typical posting should be comprised of.

-To your online success!

Paul Bliss

Blogging for SEO

Using frequent posts to drive the search engines to your site

It's no secret that blogs are great for helping to boost your seo rankings. You can use a blog to get a new site ranked quickly and ahead of your main site if you are dedicated to posting on a frequent basis.

While the main goal of your blog may be to express your thoughts, talk back to your customers or as a vehicle to promote your product or services, there is another critical element to blogging.

Search Engine Optimization & Marketing.

Because of the frequency of active blogs (daily - or at least 5 times a week) the search engines have put high weight on blogs that are focused and tend to stay on topic.

It's the freshness of content (in a perfect world) that a search engine is craving and rewarding to the blogs. The ideal situation is that the blog would provide for tiny snippets of information that over time build up to a greater whole. (Almost like a blook)

But the most overloooked element of a blog is that once you've established a frequent pattern of posting and you have the Googlebot coming to your site every few days, you can then use that to link to other sites, sub-domains or any deep links that you need to get crawled. While most blog postings may not have direct links to any sites in particular, you could always format your blog with some permanent links on the side.

Another mistake made by the amatuer blogger is that they don't realize that you can optimize your blog. True, most blogs only have a few areas, namely the "home" page and the "archive" page. But depending on the tool being used to post the blog, there are some places where you can take advantage seo-wise.

The title of your blog should be thought of as a headline - grab the reader's attention - but also be sure that your blog title is also what gets archived - that way your titles can become search queries as well.

While the main objective of a blog should be to get your message out, don't forget to take a little time for SEO and you should see your efforts payoff in the search engine results pages.

-To your online success!

Paul Bliss

Visitor Enhanced Optimization (VEO)

Imagine creating your website without the search engines in mind.

But you already do that, right?

You don't name pages that are keyword rich and hyphenated to make the search engines recognize what that page is about, correct?

You don't write articles about topics that search engines would reward you for by placing your site at the top of the search result pages, right?

And I know that you don't choose keywords based on what sources such as WordTracker and KeyWordDiscovery tell you, true?

See a pattern here?

There is soo much focus on creating a site that is built to be "search engine friendly" that sometimes it's forgotten that while search engines may bring traffic, it's still a human who is reading and consuming the content that lives on your site.

While this may seem obvious to a web designer or marketer, not all of us possess that level of focus when making changes to websites. Instead of trying to create original and unique content, more thought is given to the impact that content can have in the search engines.

Content delivery through RSS feeds, Podcasts, PDF's, Articles, Blogs and Video are all thought up and created with strategic placement in mind - Get your Podcast on iTunes, be sure to have your video on YouTube, and make certain that Technorati knows about your blog.

All the while it's the human reader who decides if your website is worth visiting, bookmarking, tagging or coming back again to see what's new.

If you satisfy the simple need of educating or entertaining the reader, they will reciprocate your effort either by linking to your site, or even better, telling their friends about your site. Even though it occurs on the web, social networking is still a key factor to having your website become successful.

So, always build your site with the reader in mind, because they can make you wealthy - a machine can't.

-To your online success!

Paul Bliss<

SEO for Google - Get the Google SEO Optimization techniques needed for top rankings in Google

Google (SEO) Search Engine Optimization

A great site is useless unless people know where to find you. This is where search engine optimization services come in handy. The methods used to keep your site in the top pages of Google for a long time will depend on if you know how Google ranks it index. Since only the engineers employed by Google know the answer, it is up to the rest of us to speculate on what may work, and what we know doesn't work.

Search Engine Optimization for Google

Read that again - Knowing what to do to your site in order for Google to properly recognize and categorize your site is the first step in achieving top rankings in Google. Internet Marketing SEO, and in particular, Google SEO is the key. The easier your make your site to be understood by Google, the better chances you'll have of getting top spots in Google's index. Google search engine marketing is the answer to getting your site found.

Google, the world's number #1 Search Engine

If you made it to this site, chances are you found it using a search engine, and it was probably Google. Google currently dominates the Search Engine market partially because of its results, and more importantly, its "uncluttered" look. If you visit Yahoo or MSN there is so much information that it could easily overwhelm the typical AOL user.

The value of a top position in Google

What would you do if you were in one of the top spots in Google's index for your most popular keyword? Do you realize that many millionaires have made their fortune by having a top rank in Google? Google is the most popular search engine in the WORLD and has no signs of slowing down anytime soon. Google Search Optimization has to be part of your marketing strategy.

Why is it so hard to get a top spot in Google

Its not. By reading my book "SEO for Google", I will show you ALL THE TECHNIQUES needed to get your site ranked on the first page in Google. Its not hard, but rather, KNOWING WHAT TO DO! It took me years of trial and error and many, many mistakes, but after constantly reviewing what worked and what didn't, I finally stumbled onto the "secret" of getting top rankings from Google. Google Search Engine Marketing is a process that will get your site ranked.

The first Google Secret? THERE IS NO SECRET

Don't be fooled by companies claiming that they have "secret" to getting top placement in Google. The only secret is KNOWING what Google LOOKS for when they rank a site. It is guessed that there are over 100 separate components to Google's Algorithm that determine how a site will appear when a user enters in a keyword.

When you buy my Google Optimization Guide, "SEO for Google" - YOU WILL KNOW EXACTLY WHAT TO DO!


Can you afford to wait another day not appearing in the top positions for your keywords?

How much is that costing your business? How much would your website be making for you if you had a top position in Google?

What will my guide show you

Everything you need. I won't just talk about what I've done in the past and make you guess at what I do. I will give you -


These are the EXACT SAME techniques I use to optimize for my own clients, and I will take you by the hand and give you the exact code to use, WHERE TO PUT IT, and how to get Google to come to your site like a heroin addict.

Why am I doing this?

When I brought up the idea of this guide, many in my profession questioned why I would expose the methods used to get high rankings. It's simple: I am only one person, and I can't possibly optimize every site on the Internet! But I can help others who are looking to learn search engine optimization for Google on their own.

I remember when I first started learning about search engine optimization over 5 years ago. I knew NOTHING. But, I was fortunate enough to work in an environment where I was able to learn new ideas and technologies. Search engine optimization was and still is fascinating to me. So, with my employer's blessings, I started to learn everything I could about seo.

First, I started by joining any forum about search engine optimization that I could. I did a TON of reading for about 6 months, and I was always too intimidated to ask any questions. HOW STUPID WAS THAT?

As you will come to learn, there are many generous people who visit the forums (And I provide a list of the essential forums you should be a member of), and are extremely helpful in offering tips and advice.


No one would actually share their actual "Method" or "Technique" that they used to gain top rankings for their clients. Thus, a mysterious shroud of secrecy surrounds the search engine optimization industry. It seems that they wanted to help a newbie, but not let them look "under the hood" to see what really happens to make their clients successful.

So Much For That

My guide will show and explain everything you need to do in order to make your site a perfect match for Google's indexing algorithm for your chosen keywords and phrases. I will step by step walk you through the process of implementing site changes that will have Google place a favorable rank for your site.

How long will it take?

I'm not going to tell you that it will happen overnight. SEO is a time-consuming effort. Sorry. No magic here. It's going to take time and application of my techniques to get your site top rankings. But it's well worth it. If your site is already indexed and ranked by Google, you can expect to see reults in as little as 60 days. If your site is brand new, you should expect to see results in about 6 months. This may not be what you want to hear, but it's what I've done and seen in my years of optimizing sites.


Remember, as in any evolving technology, time is of the essence. If you are smart enough to purchase a copy of my guide, "SEO for Google", you will be one of the few and successful people to have a site that is highly ranked in Google.

So why are you selling this information

As I mentioned earlier, I am only 1 person, and cannot possibly serve the entire Internet. The next question asked is, won't this potentially eliminate your job? Nope. There are over 8 BILLION (8,000,000,000) pages in Google's index. That's quite a number of pages to optimize, don't you think? And, not all of them are going to be optimized. So, don't worry about anyone losing any income. As in any business, if you are talented and persistent, you will survive.

How long will it take

I have a way to get your site indexed by Google in just 4 days FOR FREE! This is EXTREMELY important since Google likes to find your site on its own, and not through their link submission. This piece of information alone is worth the price of my guide. Also, a lot depends on how fast you can employ the techniques to your site. If you have access to your site, you can begin immediately, AS SOON AS YOU PURCHASE THE SEO FOR GOOGLE GUIDE!


By not purchasing my SEO for Google guide, you are letting thousands of leads and interested viewers find your competitor's site, and they will buy from them. Remember, most internet users ASSUME that the website that appears in the top rankings IS THE BEST SITE ABOUT WHAT THEY'RE LOOKING FOR!

This is why it is so critical to make sure they find your site. By using my proven techniques in my SEO for Google guide, you will GREATLY enhance your chances of being in that top position.

Click here to order now

What does the SEO for Google ebook cover

Step-by-step instructions how to research your keywords with examples.

How to choose keywords that will bring you massive traffic and sales.

Target the wrong keywords and all your efforts will be just a waste of time.

Building and Optimizing your website for Google the most effective way.

Meta Tags - Yes, they are still important.

I'll give you the exact same code I use to optimize so that Google will love it and you will prosper in the search engines.

The best way to make your website relevant to search engines is to think like them, I'll show you how.

What techniques to implement in order to gain high rankings in Google.

A checklist with 8 items critical to the success of your website.

I'll not only give you the exact code that I use, but also explain why it works, and why it will continue to work.

The 2 Meta Tags absolutely critical to controlling Google.

Learn the best way to get critical In-Bound links to your site - without reciprocal linking.

How to guarantee that Google crawls your entire site - from one page.

How to keep Google from indexing sensitive information on your site.

Insert a simple piece of code onto your pages that will give you an edge over your competition.

I'll give you the exact same code I use to optimize your site so that Google will love it.

Access to the same resources that I use to gain high rankings.

Learn how to get your site into the Open Directory Project (and potentially listed in 312 other directories from this one!)

Learn how to use "Spiderbait" - i.e. get Google to come to your site and index your pages within 4 days!

PageRank - It's affect on your rankings and how to build your site's PageRank

Reciprocal Linking - Why it works and how to make it work for your site.

Click here to order now

Google Base Optimization

Google Base happens to be the only shopping search engine which allows merchants to define their own attributes (optional fields).
It is also formerly known as Froogle, and if you have any product that can be sold online, you have no excuse to not use this service. It's free, and Google is trying to promote it's usage.

If you want better results on the shopping engines, try optimizing your feed - it?s no longer good enough to just post all your products and expect your listings to be found.

There is a new opportunity that can be had for online retailers, and it's known as the "Onebox" result. To learn more about this great way to drive targeted traffic, visit OneBoxer, a fantastic blog that covers all angles better than I can.

Recently, Google made more requirements on a generic level, but there may be more if you are within a specific product category:

* brand
* condition
* description
* expiration_date
* id
* image_link
* link
* price
* product_type
* title

Understandibly, some merchants are upset at this since they have thousands of products that now need more information, and some products may not have all of the required fields (expiration date, for example).

So how can you take advantage of this?

Some people will search by color, some by material and others by style. All of these are fantastic opportunities to get your product in front of a consumer who is ready to buy. It will take some time to create and get all the tweaks worked out, but it is well worth it.

-To your online success!

Paul Bliss