Search Engine Optimization Bible, Second Edition

Chapter 8. Increasing Keyword Success

IN THIS CHAPTER

• What's better: traffic or conversions?

• PPC advertisement text that works

• Understanding landing pages

• Understanding and using A/B testing

It 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 seeded with keywords, their work is finished. It's not. There's more to do. You can't just throw your keywords into your site's meta tags and content and then purchase a few PPC advertisements and expect to rise to the top of search engine rankings. There's a fine science to writing PPC ads and managing your keywords.

Even if you nail all the aspects of keyword placement and pay-per-click advertising, when site visitors click onto your site, what's going to greet them? Your landing page is as important as the text that you place on your site or the ads that lead visitors to your page; and sometimes even just creating the right advertisement text, based on the right keywords, requires some comparison testing.

Keyword marketing and keyword advertising are not simple processes. They're also not processes that you can do once and forget about. To be truly effective, you should be working with your keywords on ...