By Heather Lutze, Founder and CEO, the Findablity Group
I hope if you read my last post that you are really getting the importance of using keywords in everything you do online—all of your internet marketing from each page of your website, to every tweet, post or even the title of your YouTube videos. Keyword research using the Google keyword tool, or any of the other tools available is important, but essentially you will still be guessing as to whether the results of your research show you the absolute best high performing keywords for your particular business. It will be a much more educated guess than if you did not use a tool at all, however.
Is there a surefire way to determine which keywords perform best for you? And by perform, I mean land customers on your site, and have them take the desired action—make a purchase, sign up for your newsletter or course, etc.
That surefire way is with an effective pay-per-click campaign. This provides the hard data telling you how your specific clients and customers are searching for your specific goods and services. Yes, a PPC campaign is more expensive than simply guessing which your best keywords are and inserting them into your website. However, it also has a multitude of benefits you simply cannot receive any other way.
Benefits of Pay Per Click:
- You will show up (quite quickly) on Page One of Google search results! Exciting, yes?
- You will be able to test and track results of different keywords, and keep changing them until you determine which ones are the highest performing for you.
- You will learn a huge amount about how people are searching for you, and what they are specifically looking for—so you can become “findable” online to those people.
- Armed with this information, your search engine optimiation (SEO) efforts will be that much more effective.
Somewhere along the line, pay per click seems to have gotten a bad rap with some people. Companies have tried it without results, and wasted a lot of money… People believe that searchers go immediately to the “natural, organic results” and ignore paid ads…. (Statistics show this is untrue. Users do not differentiate between the two.)
The key is doing an effective paid search campaign—one that gets the results you need. As with anything, there are many pitfalls and misconceptions about pay per click.
Want to learn more from Heather? Register for Clicks & Chics | SEO & Social Media Session to find out how to draw customers to your company online—when they’re ready to buy. This high-energy, irreverent, and wildly-informative presentation is not just for geeks, but designed for everyone on your team responsible for attracting customers and driving sales. Mark your calendar for March 9th from 1:30 – 4:30 followed by a networking reception where you’ll get to know Heather and the other participants better.
Heather Lutze is a nationally recognized internet marketing speaker, trainer, and consultant in search engine marketing including SEO, Paid Search, and Social Media Marketing Findability. Her speaking engagements are conducted in the same easy, understandable style as her bestselling book The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing published by Wiley & Sons—delivering equal parts good information and good entertainment to audiences nationwide.
In July of 2000, Heather founded the Findability Group in response to all the web site owners who had paid for websites that weren’t performing. It was my clients’ frustration with getting traffic to their sites that was my inspiration for learning and mastering the art and science of search engine visibility. With fifteen employees and growing, the Findability Group specializes in customized Search Marketing Solutions in Pay Per Click, SEO, and Social Media Marketing for “World Domination By Keyword Phrase!”
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