Keyword Selection for Search Engine

 

Search engines are the vehicles that drive potential customers to your websites. But for visitors to reach their destination – your website – your Product – you need to provide them with specific and effective signs that will direct them right to your site. You do this by creating carefully chosen keywords.

Think of the right keywords as the Open Sesame! of the Internet. Find the exactly right words or phrases, and presto! hoards of traffic will be pulling up to your front door. But if your keywords are too general or too over-used, the possibility of visitors making it to your site – or of seeing any real profits from the visitors that do arrive – decreases dramatically.

Your keywords serve as the foundation of your marketing strategy. If they are not chosen with great precision, no matter how aggressive your marketing campaign may be, the right people may never get the chance to find out about it.

So your first step in plotting your the strategy is to gather and evaluate keywords and phrases.

You probably think you already know EXACTLY the right words for your search phrases. Unfortunately, if you haven’t followed certain specific steps, you are probably WRONG. It’s hard to be objective when you are right in the center of your business network, which is the reason that you may not be able to choose the most efficient keywords from the inside. You need to be able to think like your customers. And since you are a business owner and not the consumer, your best bet is to go directly to the source.

Instead of plunging in and scribbling down a list of potential search words and phrases yourself, ask for words from as many potential customers as you can. You will most likely find out that your understanding of your business and your customers’ understanding is significantly different.

The consumer is an invaluable resource. You will find the words you accumulate from them are words and phrases you probably never would have considered from deep inside the trenches of your business.

Only after you have gathered as many words and phrases from outside resources should you add your keyword to the list. Once you have this list in hand, you are ready for the next step: an evaluation.

The evaluation aims to narrow down your list to a small number of words and phrases that will direct the highest number of quality visitors to your website. By “quality visitors” I mean those consumers who are most likely to make a purchase rather than just cruise around your site and take off for greener pastures. In evaluating the effectiveness of keywords, bear in mind three elements: popularity, specificity, and motivation.

Popularity is the easiest to evaluate because it is an objective quality. The more popular your keyword is, the more likely the chances are that it will be typed into a search engine which will then bring up your URL. You can now purchase software that will rate the popularity of keywords and phrases by giving words a number rating based on real search engine activity. Software such as WordTracker will even suggest variations of your words and phrases. The higher the number this software assigns to a given keyword, the more traffic you can logically expect to be directed to your site. The only fallacy with this concept is the more popular the keyword is, the greater the search engine position you will need to obtain. If you are down at the bottom of the search results, the consumer will probably never scroll down to find you.

Popularity isn’t enough to declare a keyword a good choice. You must move on to the next criteria, which is specificity. The more specific your keyword is, the greater the likelihood that the consumer who is ready to purchase your goods or services will find you.

Let’s look at a hypothetical example. Imagine that you have obtained popularity rankings for the keyword “automobile companies.” However, your company specializes in bodywork only. The keyword “automobile body shops” would rank lower on the popularity scale than “automobile companies,” but it would nevertheless serve you much better. Instead of getting a slew of people interested in everything from buying a car to changing their oil filters, you will get only those consumers with trashed front ends or crumpled fenders being directed to your site. In other words, consumers ready to buy your services are the ones who will immediately find you. Not only that but the greater the the specificity of your keyword is, the less competition you will face.

The third factor is consumer motivation. Once again, this requires putting yourself inside the mind of the customer rather than the seller to figure out what motivation prompts a person looking for a service or product to type in a particular word or phrase. Let’s look at another example, such as a consumer who is searching for a job as an IT manager in a new city. If you have to choose between “Seattle job listings” and “Seattle IT recruiters” which do you think will benefit the consumer more? If you were looking for this type of specific job, which keyword would you type in? The second one, of course! Using the second keyword targets people who have decided on their career have the necessary experience, and are ready to enlist you as their recruiter, rather than someone just out of school who is casually trying to figure out what to do with his or her life in between beer parties. You want to find people who are ready to act or make a purchase, and this requires subtle tinkering of your keywords until your find the most specific and directly targeted phrases to bring the most motivated traffic to your site.

Once you have chosen your keywords, your work is not done. You must continually evaluate performance across a variety of search engines, bearing in mind that times and trends change, as does popular lingo. You cannot rely on your log traffic analysis alone because it will not tell you how many of your visitors made a purchase.

Luckily, some new tools have been invented to help you judge the effectiveness of your keywords in individual search engines. There is now software available that analyzes consumer behavior concerning consumer traffic. This allows you to discern which keywords are bringing you the most valuable customers.

This is an essential concept: numbers alone do not make a good keyword; profits per visitor do. You need to find keywords that direct consumers to your site who buy your product, fill out your forms, or download your product. This is the most important factor in evaluating the efficacy of a keyword or phrase and should be the sword you wield when discarding and replacing ineffective or inefficient keywords with keywords that bring in better.

Ongoing analysis of tested keywords is the formula for search engine success. This may sound like a lot of work – and it is! But the amount of informed effort you put into your keyword campaign is what will ultimately generate your business’ rewards.

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HOW TO ADVERTISE ON PINTEREST

 

How to Advertise on Pinterest

With your newfound expertise on Pinterest ad formats, you’re now ready to setup a Pinterest ad campaign.

Step 1: Get a business account

Either convert your existing Pinterest account to a business account, or create a new account for your business. Our guideto using Pinterest for business goes over the fundamentals of starting up a brand account.

Step 2: Install the Pinterest Tag

Before starting a Pinterest ad campaign, make sure you have installed the PinterestTag. With the Promoted Tag you’ll be able to track the actions people take on your website after seeing your Pinterest ads, including checkouts, sign ups, and searches.

Step 3: Choose your campaign goal

Each campaign starts at ads.pinterest.com with an objective. Choosing the rightgoal is important because it will determine what ad formats are available and how you bid in the ad auction.

There are four campaign objectives available:

• Get traffic to your website. Earn high-quality leads and send Pinners to your website. You pay-per each click.
• Build brand awareness. Gain broad exposure with current and prospective customers. You get charged per 1,000 impressions.
• Increase installs for your app. There are two ways to promote app downloads on Pinterest. When you pay by install, Pinterest regularly adjusts your bid based on your budget. When you pay by the click, your ad is optimized for click traffic.
• Build awareness through video views. Autoplay videos are ideal for promoting awareness and consideration. You pay per 1,000 impressions.

Step 4: Choose your campaign budget

Add your campaign name and then set your daily and lifetime spend limit. More specific pricing parameters will come later.

If you’re creating a carousel ad campaign, make sure you enable the option. This will only work if you’ve selected brand awareness as your campaign objective.

Step 5: Create an ad group

Choose a pre-existing ad group or create a new one. Think of an ad group as a container for your Promoted Pins. Each ad group can have a different assigned budget and different targeting.

Ad groups help you manage multiple goals within a single campaign. For example, perhaps you’d like to target specific content to a particular geography, but you have a limited budget for it.

Plan to launch with between two and four Pins per ad group.

Step 6: Choose your target audience

Set the parameters for the audience you would like to reach with your campaign.

You can target based on gender, location, language, and device. If your Pinterest ad campaign objectives are traffic or awareness, use a broad targeting strategy to avoid low click volume.

Read our guide on the top Pinterest demographics that matter to social media marketers.

Step 7: Select ad placement

If your budget permits, go with the all placements default. Otherwise there are two primary avenues for your ads to appear in: Browse and Search.

Browse placements end up in the home feed and related pins. They pair nicely with interest targeting, whereas search result placements perform better with keyword targeting.

Step 8: Add interests and keywords

You can expand on your targeting by adding interest and keyword targeting as well. This setting will ensure that your ads are automatically targeted to relevant searches and interests.

Pinterest finds that in in general, campaigns improve reach, click-through rates, and better achieve scale when interest and keyword targeting is enabled.

For the best results, use 25 keywords. Keywords can be formatted to indicate broad match, phrase match, or exact match. Negative keywords can also be added to exclude certain search terms from triggering ads.

Keyword formatting

• Broad match: art modern
• Phrase match: “art modern”
• Exact match: [art modern]

Not sure what keywords to add? Learn how to find relevant keyword here.

Step 9: Set your budget and schedule

Enter the start and end date for your Pinterest ad campaign. Then set your daily or lifetime budget. Your daily budget sets your daily spending limit for your ad group. The lifetime budget is the total amount you want to spend between your start and end date.

Be careful what you add here, because this cannot be edited later on.

Here’s a video summary of steps 5-10:

Step 10: Tailor for optimization and delivery

Start by setting a maximum bid for your Pinterest ads. This is also known as your target CPM rate. Minimum bids must be above $2.00.

Step 11: Determine your pacing

There are two types of pacing options for your Pinterest ad campaign: Standard and accelerated. Standard pacing aligns your bids with your overall spend and campaign duration. Accelerated pacing may be better for high impact campaigns as it enables faster delivery of your budget and faster results.

Step 12: Pick your Promoted Pins

Click Pick a Pin to add Pins to your ad group. Remember, each ad group should aim to include two-four Pins. You can either create new Pins or pick Pins that you’ve added before. Assigned each Pin with a name and a URL.

For Pins to be eligible, they must:

• Be saved to your profile
• Not be saved to secret boards
• Have destination URLs (they should not be shortened)
• Not feature third-party videos or GIF

Pinterest will never spend over your daily or total budget caps, but accelerated pacing may drain your budget before your campaign end date.

Step 13: Monitor campaign performance

Click on Analytics from the Pinterest Ads Manager dashboard to measure the performance of your campaign. You’ll first be presented with an overview of all campaigns and their key metrics, including total clicks or impressions; engagement rate or CTR; average eCPM (earned and non-earned cost-per impression) and eCPC (effective cost-per click); and total spend. Click on a specific campaign to drill down into its performance details.

Each campaign is different, but a few ways you can further optimize your campaign are to broaden your audience, increase your budget, try different formats, or plan around events.

Read our detailed guide to Pinterest Analytics.

12Pinterest Ad Tips and Examples

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PAID SOCIAL MEDIA MARKETING

 

What is paid social media?

Paid social media is a method of displaying advertisements or sponsored marketing messages on popular social media platforms, and targeting a specific sub-audience. Pay-per-click advertising, branded or influencer-generated content, and display ads are all examples of paid social media.

Every social media channel is different. Twitter offers short-form content, Instagram focuses heavily on visual-based content, Facebook has its own marketplace, and LinkedIn is the home of networking professionals.

As such, paid social media on each platform differs, and should, depending on the campaign and audience.

Here, we're going to explore some quick strategies that will help you decide how to use paid social to the benefit of your brand.

Paid Social Media Strategy

A paid social media strategy involves using the ad tools native to social media channels to create, schedule, and post targeted ads that will reach your intended market. Strategies might look a little different based on the channel and campaign.

Pringles and Rick and Morty might seem like an unlikely partnership, but it was a decision that came from months of planning and execution, with help in no small part from the social media channels chosen to run the commercial.

Having a paid social media strategy can save a budget that might not be as expansive as a global potato chip brand, so we've gathered the important things to know about using various social platforms for paid ads.

YOU WANT TO KNOW MORE ABOUT SOCIAL MEDIA ADVERTISING IN DETAILS YOU CAN FOLLOW THE EACH AND EVERY METHODS ONE BY ONE.

• FACEBOOK MARKETING
• TWITTER MARKETING
• INSTAGRAM MARKETING
• LINKED IN MARKETING
• PINTEREST MARKETING

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SEARCH ENGINE OPTIMIZATION

 

What is SEO?

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.

Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important site architecture factors.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

Unlike paid search ads, you can’t pay search engines to get higher organic search rankings.

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Definition of Native Advertising

 

Time To Define Native Advertising

Talk to any agency, brand or publisher about what they’re paying attention to, and within five minutes, you’ll hear one (or all) of these terms: “native advertising,” “sponsored content,” “branded content,” “content marketing,” and “custom content.”

The problem is that those terms mean something different to everyone. The media tends to use the terms interchangeably. (Even the New York Times gets tripped up in defining these tactics.) Here’s an attempt to clarify what’s what. Please add your thoughts in the comments.

Native Advertising:

When an ad unit can only be bought and displayed on one platform. Think Facebook’s Sponsored Stories; Twitter’s Promoted Tweets; Tumblr’s Radar. These ad units are unique to those environments.

Sponsored Content:

When a brand pays a publisher to have its name and/or message associated with a particular story. This typically takes the form of a brief intro paragraph informing readers that the following article is sponsored by an advertiser. You’ll see phrases like “brought to you by,” “presented by,” or “sponsored by.” This is not content produced by the brand. The marketer is given a broad topic area that it can choose to associate its brand with. The marketer does not get a say in what will be produced, at least not in the type of sponsored content programs run by sites like Mashable, Business Insider and Digiday.

Brand Content

We have heard ad nauseam that brands are publishers now. What they produce, on their own and running through their own distribution channels, is brand content. Think of Coca-Cola’s YouTube channel. The video below is content created by the soft drink brand that blurs the lines between advertising and entertainment.

Content Marketing:

This is the catchall phrase that encompasses all of the above. On a most basic level, it means “not banner ads.” It conveys the strategic shift occurring at many brands that are thinking of ways to sell their wares and services beyond the hard sell. These efforts involve creating content and experiences people want to consume, while at the same time conveying a brand message. For a brand like Coca Cola, that means hair-raising stunts and action-sports content; for American Express, it is producing tools and content useful and needed by small-business owners.

Wish you liked the content You can subscribe use for more useful contents about digital marketing. You can also get the latest guide of Digital marketing get the copy as fast as you can. get it now

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How to Browse and Search your Liked Tweets

Have you ever tried to find a tweet you liked some time ago? Me too, and it’s almost impossible. Scrolling down in the ‘Likes’ tab of my profile while doing CMD-F is a pain and it doesn’t even work sometimes.

I came up with a way of saving all my past and future Twitter likes. It lets me browse, filter them and search for tweets by text or user. And it’s free.

I thought it could be helpful for others, so here it goes

Saving all your past Twitter likes

If you’re only interested in keeping an archive of your future Twitter likes, you can skip this part and jump to the last section.

Step 1: Downloading your Twitter archive

Go to https://twitter.com/settings/your_twitter_data, enter your password and then click on ‘Download Archive’. It will take some minutes and you’ll get then an email when they’re ready.

Download them and you’ll get a .zip with a bunch of .js files. The only one you’ll need is like.js

Step 2: parsing that file and getting the full info for each tweet

To do so, I made a small python project. You can clone it from https://github.com/xoelop/get-twitter-likes.

Then, go to where you’ve cloned the repo in your computer and copy your like.js file into the data folder.

The main script in the project is get_likes_to_csv.py . Running it parses like.js, connects to the Twitter API to download the full info for each tweet and then saves it to a CSV file.

To be able to use it, you’ll need to

1. Register a new Twitter app here to get the access tokens necessary to interact with the Twitter API
2. Create a file called .env in the root folder, whereget_likes_to_csv.py is, and fill it with your Twitter credentials
3. Install pipenv if you don’t have it, doing pip install pipenv
4. And finally, run pipenv run python get_likes_to_csv.py

I had about 6k liked tweets and it took about 1 minute. Then, you’ll have a CSV file with all the details for all your liked tweets in data

Finally: having all your liked tweets saved in the cloud

You could use Airtable (ref link) or any other service you want. I loove Airtable, it lets you create multiple views for the same table, filter, group values in a much nicer way than Google Sheets.

But the row limit per base in the free plan is only 1200, while it’s 5 millions in Google Sheets. So I used Google Sheets, it’s good enough for now.

To do it, go to sheets.new to create a new spreadsheet on Google Sheets. Then, click on File > Import > Upload and drag there the CSV you’ve just created

Saving all your new Twitter likes

To do this, I created an Integromat scenario that fetches my most recent likes and adds them to this spreadsheet.

For those that don’t know it, Integromat is a product that lets you connect hundreds of apps together without coding. It’s like Zapier on steroids. Their free tier includes 1000 free operations per month, which is a lot and probably enough to run this. Read more

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Link Building

 What is Link Building?

Link building, simply put, is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site's authority.

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Why build links?

Google's algorithms are complex and always evolving, but backlinks remain an important factor in how every search engine determines which sites rank for which keywords. Building links is one of the many tactics used in search engine optimization (SEO) because links are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings.

There's a right way and a wrong way, however, to build links to your site. If you care about the long-term viability of your site and business, you should only engage in natural linkbuilding, meaning, the process of earning links rather than buying them or otherwise achieving them through manipulative tactics (sometimes known as black-hat SEO, a practice that can get your site essentially banned from the search results).

That said, natural, organic link building is a difficult, time-consuming process. Not all links are created equal: A link from an authoratative website like the Wall Street Journal will have a greater impact on your rankings on the SERP than a link from a small or newly built website, but high-quality links are harder to come by.

This guide will teach you how to build quality links that improve your organic rankings without violating Google guidelines.

Remember, link building is imperative in achieving high organic search rankings.

    

Why Link Building Is Important for SEO

Link building is important because it is a major factor in how Google ranks web pages. Google notes that:

"In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages."

Imagine that we own a site promoting wind turbine equipment that we sell. We're competing with another wind turbine equipment manufacturer. One of the ranking factors Google will look at in determining how to rank our respective pages is link popularity.

While the above example provides a general visual understanding of why link building is important, it's very basic. It omits key factors such as:

•  The trust and authority of the linking pages.
• The SEO and content optimization of the respective sites.
• The anchor text of the incoming links.

For a more in-depth explanation of how PageRank is calculated, read through these resources:

•  The original Google PageRank paper
• An in-depth discussion of the formula behind PageRank
• The Wikipedia page on the subject

The most important concept to understand is that, as Google says, you're more likely to have your content rank higher for keywords you're targeting if you can get external websites to link to your pages.

Simple Link Building Strategies: How To Get Other Sites to Link to You

There are a number of link building strategies used to get external websites to link to yours:

• Content Creation & Promotion - Create compelling, unique, high-quality content that people will naturally want to reference and link to, and tell people about it. You have to spread the word before you can expect anyone to find your content and link to it!
• Reviews & Mentions - Put your product, service, or site in front of influencers in your industry, such as popular bloggers or people with a large social media following.
• Links from Friends & Partners - Ask people you know and people you work with to link to your site. Remember that relevance matters; links from sites that are in the same general industry or niche as your site will have more value than links from random, unrelated sites.

It can take a while to build a lot of links, but be patient, and remember that shortcuts like buying links are against Google's guidelines and can be devastating for your SEO. Don't take chances.

Build Links for Free with Internal Link Building

There's an easy, underrated way to build links to the pages you're attempting to improve search engine rankings for. And it's a method you have total control over: Internal link building.

In attempting to get a Web page to rank, there are a few key factors to consider:

• Anchor Text - One of the most important things search engines take into account in ranking a the page is the actual text a linking page uses to talk about your content. So if someone links to our Good Guys Wind Turbine Parts site with the text "wind turbine parts", that will help us to rank highly for that keyword phrase, whereas if they had simply used text like "Good Guys LLC" to link to our site, we wouldn't enjoy the same ranking advantage for the phrase "wind turbine parts".
• Quality of the Linking Page - Another factor taken into account is the quality of the page that is sending the link; search engines allow links from high-quality, trusted pages to count more in boosting rankings than questionable pages and sites.
• Page the Link is Aimed At - Many times, when people talk about your site they'll link to the home page. This makes it difficult for individual pages to achieve high rankings (because it's so difficult for them to generate their own link equity).

These are all elements we can't control in attempting to get other sites to link to us. We can, however, control all of these elements in linking to our own pages from our own content. We can:

Determine what anchor text to use.

Decide which page to point that anchor text at.

Ensure that the quality and content of the linking page is high (since it's our page!).

Building external links to your site is important, but in focusing more of your efforts on the optimization of these internal links, you can build quality in-bound links with rich anchor text to the proper pages, which will provide you with an unparalleled ranking boost (for free!).

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