Beginner's Luck: Recent Highlights In Search Marketing Tactics

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Not everything that’s posted online as advice for those new to online marketing is good. Some of it is excellent, most of it is average, some is mediocre, and some is downright awful. There’s been a lot of posting the last couple of weeks about tips for newbies and step-by-steps for different types of online marketing. Not sure why, but some of it has been pretty darn good, so let’s not look a gift horse in the mouth (I wonder how that saying ever came about?). Here are some not-to-be-missed posts that hit the spot this past week for great advice for those just starting out:

1.  Seven Steps to Building a New PPC Campaign — ClickZ always has good stuff (especially for beginners), and this article is no exception. Julie Batten lays out a straightforward strategy for approaching the building of a PPC campaign in seven steps, adding step zero (understanding the competitive marketplace you are in, relative to search). This isn’t actually a step-by-step, “press this and click this” for a program such as Google AdWords, but more of a planning guide for the thought process of PPC.

2. 8 Tips for Optimizing In-House PPC Campaigns — OK, I seem to be on a kick about PPC campaigns  :)   Jeff Taxdahl (on iMedia Connection) does a great job of providing tried-and-true tips you can use if you have just been given the task of running your company’s PPC campaigns in-house. The advice works whether it’s something brand-new to your business or a task that used to be handled by an outside agency and is based on Jeff’s own experience over the last 2 years of managing his company’s PPC campaigns in-house.

3.  7 Widely Believed Myths of SEO — if you’re new to SEO, you’ve probably wondered if the advice you are reading online is true or not. Like most things, SEO tactics change over time, so some things you’ve read may or may not still be relevant. Christopher Holland’s post at Daily SEO Tip covers 7 items that still get top billing as SEO “techniques,” yet should not necessarily be believed (at least not without some caveats). An added bonus to this post is the number of comments made that point out differing points of view as well as additional wisdom.

4.  One Dead Simple Tactic for Better Rankings in Google Local – this one requires a little familiarity with the Local Business Listing set up in Google, but as long as you know how to find your business in Google Maps, you can follow Rand Fishkin’s step-by-step (with screenshots!) to improve your ranking there. Excellent look at competitor research and making the most of free online business listing sources you can sign up with to improve online visibility from SEOmoz.

5.  What Every Google AdWords Advertiser Should Know About Quality Score – The Ultimate QS Improvement Guide — RedFly Marketing’s Dave Davis posts an incredibly detailed explanation and analysis of Google’s Quality Score — what it is, what it’s based on, the difference between QS on the search and content network, how to improve your score, and troubleshooting QS problems. The concept may seem a bit daunting to beginners, but it is crucial to effective use of paid search today, so stick with it and devour this information.

About the Author

Frances Krug has worked in market research since graduating from UCLA with an MA and CPhil in Latin American history. As an editor and online content provider for the last 7 years, she currently is Associate Editor at iNET Interactive, where she also directs Search Marketing Standard's email marketing program.

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2 Comments

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