Keyword Marketing Posts from the Internet Marketing Blog
NOTE: This is the second in a two-part series entitled Why the Most Efficient Frontier May Be New One: The Value of Keyword Discovery & Keyword Expansion. In the last installment of our keyword discovery and keyword expansion how to, we talked about the value of “discovering new graphs” and explained that, in many cases, it’s better to expand your keyword portfolio to new keyword verticals: The premise here is that ideally, instead of moving “up the ladder” and paying more money for every new conversion (forcing us to choose between volume and controlled costs), we would simply start another graph and find a means of generating more conversions for the same average cost.
To do this we need to unearth new, relevant keyword verticals. There are a few means of doing that:... > Read more
Why the Most Efficient Frontier May Be a New One - The Value of Keyword Discovery & Keyword Expansion
Continual keyword discovery in PPC search marketing is immensely important. There are actually a number of instances where strategically expanding your keyword portfolio offers more ROI than bid manipulation. The concept of "diminishing returns" and modern portfolio theory is applicable to more than just economics.
In a keyword portfolio, not unlike in a stock portfolio, there is a point in the optimization of a vertical when the work you put in and/or increased bidding will cease to yield the same (and often any) sort of return. This principle can be effectively applied to pay-per click management and marketing (Efficient Frontier has an excellent white paper on this concept as it regards paid search bidding here). Basically, the premise here is that there is a certain amount of “low-ha... > Read more
This is the third in a three part series on strategically targeting mid-level keywords. In the first installment, we discussed the value of the long tail and that you can reach the long tail by targeting the middle. In the second section, we discussed site navigation and information archtecture that will help you to rank for the middle and the long tail.
In the final article in the series, we'll show you how to build links and create content that will rank on mid-tier and long tail keywords. On and Off Page SEO for Mid-Level & Long Tail Keywords In the previous two posts in this series, we’ve discussed the value of long tail keywords, and we’ve covered how you can develop a long-tail-friendly navigation structure. In this installment, we’ll show you how to build links and create ... > Read more
This is the second section in a three-part series titled "Heads or Tails? - How to Profit from Keywords that Don't Exist". In the first post of our series we talked about the value of targeting mid-level keywords (keywords that bring a medium amount of traffic and are moderately difficult to rank for).
In this edition, we'll discuss how you can structure your site and link within your pages so that you can effectively target "mid-tail" or mid-level keywords. The final installment will be published tomorrow, so stay tuned! Optimize Your Site’s Navigation & Information Architecture for Mid-Level and Long Tail Keywords In attempting to rank for the middle of the long tail keyword graph down, step one is to create an intelligent navigation structure, or information architecture. There’... > Read more
This is the first in a three-part series on the types of keywords you should be targeting. Section two will follow tomorrow, and the final installment will be published on Monday, so stay tuned! Special thanks to Virginia Nussey, Lisa Barone, and Adam Viener for editorial contributions.
By strategically targeting keywords of varying competition levels you will see more and better qualified streams of traffic.At a high level, search engine keywords will fit into three core traffic profiles:“Head” – Popular, highly competitive, and broad keywords. These are typically one or two term keywords, such as “search marketing.”Mid-Tier or “Torso” – These are basically what they sound like: slightly longer keyw... > Read more