Search Engine Optimization Bible, Second Edition

Chapter 7. Maximizing Pay-per-Click Strategies

IN THIS CHAPTER

• Understanding keyword placement

• Alt and other tags and attributes

• URLs and filenames

• Writing keyword advertisement text

• Creating great landing pages

• Understanding and using A/B testing

• Avoiding keyword stuffing

Pay-per-click can be a useful tool in SEO, but to be truly useful you must use keywords correctly on your web site. If you don't, you can spend a ton of money on PPC advertisements that perform in a mediocre way at best. Including the right keywords in the right places is essential for the best possible performance of your keyword ads, as well as for your SEO.

How do you know where to put your keywords? In some places, keywords work themselves in naturally. Text is a good example of that. If you're true to the concept and subject of your site, a certain number of automatic keyword placements within the text will happen; but there are other places, on the back side of a web page that visitors never see, where keywords are essential.

Using them correctly in those places can mean the difference between a site that performs well in search engine rankings and one that doesn't. It can also make a huge difference in the success of PPC advertisements. It all comes down to the keywords, so you must know how to use them well.

Understanding Keyword Placement

Having the right keywords is far more than just ownership. Once you have them, you have to use them properly in order to gain any value from them at all. For example, you might ...