Based on Google’s guidelines for their search reviewers, here is our checklist to generating the highest quality content. This is what will distinguish your content from other average pages.

1. Does your page title match the content?
2. Does your page description match the content?
3. Do the page description and title accurately describe the content?
4. If someone found your page, would they be able to buy, find more information about, or contact you relating to this content?
5. Is the intent of the page clear?
6. Use Orwells Guide To Language to clean up your text.
7. What are you trying to sell?
8. What words will express it?
9. What imagery will give your text more contexr?
10. Are your images fresh enough to have an effect?
11. If you have paragraphs of text, can you put it more succinctly?
12. Have I said anything that is avoidably ugly?
13. Have you said the same thing several times?
14. Never use a Metaphor, simile or other figure of speech which has been used frequently, try to make your text 100% original.
15. Never use a long word where a short one will do.
16. If it is possible to cut out a word, always cut it out.
17. Never use the Passive voice where you can use the active.
18. Never use a foreign phrase, a scientific word or a Jargon word if you can think of an everyday English equivalent.
19. Break any of these rules sooner than say anything outright barbarous (see Iconoclasm).
20. Read The Economists Style Guide - Readers are primarily interested in what you have to say. By the way in which you say it you may encourage them either to read on or to give up.
21. Does your page provide key, important, information?
22. Have you provided clear examples of the application of your information/product or service?
23. Have you shown how your information or product impacts on the user/reader?
24. Do you have accreditation from a professional group?
25. Have you clearly displayed why you are an expert in this particular field?
26. Is your content written or produced in a professional style, is the language clear?
27. Is your content edited, reviewed, and updated on a regular basis
28. Are you displaying knowledge and experience?
29. Have you shown a particular talent?
30. It should be clear who is responsible for the content on the website
31. Do you have an “about us” information?
32. Do you give the name of a company or physical address?
33. Do you offer many ways by which users can get in touch, such as email addresses, phone numbers, and physical addresses.
34. Do you have user ratings?
35. Do you allow user comment?
36. Do you have expert opinions?
37. A positive reputation from a consensus of experts is often what distinguishes an overall highest quality page from a high quality page
38. Is your website listed in reviews and ratings of websites
39. Do you have copyright dates?
40. Do you share objective information about a topic?
41. Do you share personal or social information?
42. Do you express an opinion or point of view?
43. Does your content entertain?
44. Do you share pictures, videos, or other forms of media?
45. Do you directly sell products or services, and is that clear?
46. Can users post questions so that other users can answer?
47. Can users share files or download software from you?
48. If you have advertising on your site, is it clear that it is advertising or sponsorship?
49. Does your page clearly show supplementary content that helps the reader?

Google’s uses human quality raters to grade search results. Last year, potpiegirl found a document from Google entitled “2011 Google Quality Raters Handbook”. We wrote a summary back then that we used to help our clients with their SEO. Recently a new version of the document was found. Shortly after this document was leaked, Google decided to release a version of the guidelines for public consumption. The new, public document is an edited version of the old one that circulated quietly several times amongst webmasters and SEOs. The new document is only 43 pages, vs the 161 pages that are available elsewhere.

The rating scale used is based on user search intent and the utility of the landing page based on that intent i.e. “Vital”, “Useful”, “Relevant”, “Slightly Relevant”, and “Off-Topic or Useless”. As a content creator, and web owner, we should all be aiming for the Vital and Useful end of the scale.

Search intent is broken into 3 clear areas;

• Action intent – Users want to accomplish a goal or engage in an activity, such as download software, play a game online, send flowers, find entertaining videos, etc.
• Information intent – Users want to find information. These are “know” queries: users want to know something.
• Navigation intent – Users want to navigate to a website or webpage. These are “go” queries: users want to go to a specific page.

When looking at the quality of a page, reviewers are asked to look at what the “Main Content” of the page is. The Main Content should be prominently displayed and “front and center”. It should be immediately visible when a user opens the page.

• It should be very clear what the Main Content actually is. The page layout, organization and use of space, as well as the choice of font, font size, background, etc., of the page should make this clear.
• The Main Content and Supplementary Content together should take up most of the space on the page.
• Ads and Supplementary Content should be arranged so as not to distract from the Main Content.
• It should be clear what parts of the page are Ads, either by explicit labeling or simply by page layout.

Low Quality Content

There are a few kinds of pages that will always be rated lowest on the overall page quality scale.

• Lack of purpose, if the page purpose cannot be identified, which includes reading the “about” and other similar pages on the website. Many “lack of purpose” pages are “gibberish” or auto-generated.
• Harmful purpose, if the purpose is clearly harmful or malicious. Obvious examples are phishing, malware, or harmful information.
• Deceptive pages, if a page is designed to look as though it has a helpful purpose but actually exists for some other reason. Deceptive pages are usually created to make money using ads or affiliate links rather than to help users.

Key points that show why a page might be rated as the lowest quality;

• Buying papers/scraping articles online or getting someone else to write for them.
• Making things up.
• Writing quickly with no drafts or editing.
• Filling the page with large distracting pictures.
• Copying the entire page from an encyclopedia, or paraphrasing content by changing words or sentence structure here and there.
• Filling up pages with completely obvious sentences that repeat the topic of the page. (“Argentina is a country. People live in Argentina. Argentina has borders. Some people like Argentina.”)
• Using a lot of words to communicate only basic ideas or facts (“Pandas eat bamboo. Pandas eat a lot of bamboo. It’s the best food for a Panda bear.”)

A rating of Off-Topic or Useless is given to pages that are helpful for very few or no users. Off-Topic or Useless pages are unrelated to the query and/or have no utility. For example, a page that has links and ads and no actual content. The links redirect to other pages that lead to yet other links and ads. When nothing on the page is helpful to the user, it will be rated Off-Topic or Useless. These pages usually warrant the Spam flag.

High or Highest Quality Main Content

The top 3 ratings for pages are Vital, Useful and Relevant. The Vital rating is only used for specific instances where the search intent exactly matches the page. So for instance someone searching for Stanford University or New York Times will get the web pages of these sites at the top. Most queries do not have Vital webpages for example;

• The query does not have a dominant interpretation.
• The query is not an entity or is not a navigation query.
• No official website or webpage exists for the entity.
• No person or entity can “own” the topic of the query.

A rating of Useful is assigned to pages that are very helpful for most users. Useful pages are high quality and a good “fit” for the query. In addition, they often have some or all of the following characteristics:

• highly satisfying,
• authoritative,
• entertaining,
• recent (such as breaking news on a topic).

Useful pages are usually well organized and pages you trust. They are from information sources that seem reliable. Useful information pages are not “spammy”.

A rating of Relevant is assigned to pages that are helpful for many or some users. Relevant pages have fewer valuable attributes than were listed for Useful pages. Relevant pages still “fit” the query, but might be less comprehensive, less up-to-date, come from a less authoritative source, or cover only one important aspect of the query.

Defining Highest Quality Main Content

Highest quality pages are highly satisfying to users. Highest quality pages have a large amount of very high quality content, very helpful supplementary content, and use very good webpage layout. The author(s) of the content on Highest quality pages should have a very high level of expertise in the subject.

In addition, Highest quality pages are often found on websites that have a very good reputation from experts in the topic (even if average users or raters are unaware of the site or its reputation). Reputation checks are an important part of identifying Highest quality pages.

• Highest quality pages have an obvious purpose and they achieve that purpose very well.
• The Main Content of Highest quality pages is created by people with a high level of expertise in the topic.
• Highest quality pages have a very satisfying amount of Main Content.
• The page layout on Highest quality pages makes the Main Content immediately visible (“front and center”).
• The space on Highest quality pages is used well.
• The Supplementary Content on Highest quality pages is helpful and contributes to a very satisfying user experience.
• Highest quality pages usually have near professional quality content, even though ordinary individuals may create the content.
• Highest quality pages frequently appear on high quality websites with very positive reputations for their purpose or topic, such as:
• Award winning newspaper sites for news
• Authoritative sites for medical information
• Well-known “go-to” recipe sites for recipes
• Highly regarded and trusted shopping sites

Supplementary Content

Supplementary Content is content that does not directly help the page achieve its purpose. Sometimes the easiest way to identify Supplementary Content is to look for the parts of the page which are not Main Content or Advertisements. High quality pages have helpful Supplementary Content, and that content contributes to a good user experience on the page. For example, one common type of Supplementary Content is navigation links which allow users to visit other parts of the website. On a video page, Supplementary Content might include related videos that users might be interested in watching. On a shopping page, Supplementary Content might include related products that users might be interested in buying.

Supplementary Content can be a large part of what makes a High or Highest quality page very satisfying for its purpose. Features designed to help shoppers find other products they might also like can sometimes be as helpful as the Main Content of a shopping page. Ways to find other cool stuff on entertainment websites can keep users happily browsing. Sometimes, the comments on a blog post are the most interesting part.

Using Lists

Some queries seem to “ask for a list”. When the query seems to ask for a list that includes many, many possibilities, individual examples usually are not as helpful as a list. When the list of possibilities is short, then individual examples are helpful. Sometimes, there are very famous or popular examples on the list. In these cases, the individual famous or popular examples are helpful, even if the list of possibilities is long. To summarize, if there are few items in the list, then high quality landing pages for individual items are helpful. If there are so many possibilities that any one item seems too specific, lists of results are usually more helpful, unless an individual item is very popular or highly expected.

New and Old Pages

Information or “know” queries may be about recent or past events. Some queries demand very recent results. For some queries, timeliness is very important. Queries for recent events and recurring events need pages with recent content. We assume that users who type queries looking for results from an election, sporting event, or other type of annual competition are looking for the most recent results, not results from previous years.

Queries with Local Intent

Some queries seem to “ask” for webpages about locations or businesses near the user. For example, the user intent for the query [coffee shops nearby], English (US) is to find coffee shops near the user’s location. There are also some queries that seem to “ask” for local information. For example, the user intent for [movie showtimes], English (US) is probably to find out what time movies are showing nearby. The user intent for the query [weather] is probably to find out about the current weather where the user is located. Users are interested in movies and weather in their location. We will consider these to be “local intent” queries as well.
Many or even most queries have no local intent. For example, [take an online personality test], English (US) is not a local intent query. Users are clearly looking for websites or webpages that will allow them to take a personality test. Users are not looking for a business or testing center near their physical vicinity (note the word “online” in the query). And personality tests are not different for users in different cities inside the US.

Duplicate Content

Copied or “scraped” content is created with deceptive intent and with very little time, effort, expertise, or talent. It is also a violation of the “Quality Guidelines” section of Google’s “Webmaster Guidelines”. Many low or lowest quality Main Content pages contain only copied or “scraped” content and were created with deceptive intent. Copied content may be copied exactly from an identifiable source. Sometimes a complete article is copied. Sometimes just parts of the article are copied. Text that has been copied exactly is usually the easiest type of copied content to identify.

Website Reputation as a Page Quality Signal

A website’s reputation is based on the experience of real users, as well as the opinion of people who are experts in the topic of the website.

• Stores have user ratings,
• newspaper website has won journalistic awards.
• medical information site is endorsed by physician groups.
• level of authoritativeness or expertise,
• expert opinions

Today, your site is sitting in the same place in the SERPS as it was yesterday, last week, last month. Frustrated? You should be! Yes, your SEO training and knowledge, or lack of it, will most likely be the reason. Going out on the proverbial limb and assuming that all of your content is optimized for your reader and the engines, why, then, is your site lagging in the search results? Take a look at the list below of some effective advanced SEO techniques that should help your site find its way to the top of the results.

ADVANCED SEO TECHNIQUES

As the rules for advanced SEO change, you can expect to see your site rise, fall, and rise again in step with the changes. With the Panda/Penguin updates that literally put some websites out of business in the past few years, it’s advisable to stay up to date on any changes that are planned.

· SILOING CONTENT – First on paper or in a spreadsheet, assemble your content into categories that are linked to each other, preferably with each main category a keyword. Below each main category, add child pages that contain links to each main category, with all pages or posts linking to the home page. The end result is that each page will contain two links. One that links to the main category of that “silo”, and one that links directly back to “home”.

· SPLIT A/B TESTING – It’s great to know exactly how your site is doing, but why wait to see what works? Try creating two versions of say, a landing page, and give each one a portion of the traffic to your site. You will quickly learn what is working and what isn’t.

· TWITTER ANALYTICS – Using Twitter Analytics, you can begin to learn about how much your content is shared across the Twitter network. This will also show you much traffic your site is receiving via Twitter.

· WIDGET BAIT – This is a great way to build links. Create easy and fun puzzles that ask a simple question. When the reader clicks through to read the answer, two things happen. First, the reader is prompted to sign up for your offering, or they can opt out and get just the answer. Most people will want just the answer, and when they get the answer, they are presented with the HTML code they can embed on their site so they can share their answers with others.

· BUILD YOUR ONLINE REPUTATION – Use social networking wisely to update your followers about your business, via Facebook, LinkedIn, and MySpace for example. Create pages that engage your readers with great content.

WRITE KILLER HEADLINES – Instead of “dreaming “ up a headline for your post or your article, remember why you’re writing in the first place. Because the headline will make a “first impression” on your reader, you need to make it memorable. The headline must mention a problem that resonates with the reader. Once the reader is drawn in, add another tidbit that will promise them you can solve their problem in a given amount of time, or it may impress upon the reader that time is running out to solve their problem. An example of this is, “Do You Know The Seven Warning Signs Of Alzheimer’s Disease?” In other words, mention a problem with a time component, followed by your solution to the problem.

SEO trends can hold important changes for your business and marketing strategies online. If you value being on the cutting edge and keeping a step ahead of the competition, you’ll want to keep an eye out for these trends. They come in two categories: those minimizing the effect of harmful websites and those rewarding legitimate and authoritative websites.

Attacking harmful websites:

These changes protect your legitimate websites by targeting spammers and hackers. As long as you’re not a spammer yourself (which I trust is the case), they may not change your operating routines, but they will help you gain an advantage over spammers. Specific details include:

• Spammy Queries: Some searches are more likely to turn spammy than others- for example, a payday loans search. Traditionally the team that tackles spam would tend to focus on other areas, but now they’re planning to go for these queries as well. In the near future, users may be able to search for payday loans safely.
• Advertorials: Some advertorials are getting out of hand and affecting PageRank. This behavior violates Google’s quality guidelines. In addition, paid ads (while not wrong in themselves) need to be disclosed as such so that customers realize they are paid ads. In the near future, stronger measures will be taken to enforce these two points.
• Penguin: Penguin 2.0 will target webspam with efficiency never before seen. It specializes in seeking out and destroying blackhat, which will make the internet safer for customers and improve the odds for legitimate businesses.
• Sophisticated Link Analysis: This software isn’t ready to be released yet, but in future it will dramatically improve understanding of links, giving another advantage in the battle against spam.
• Hacked Sites: Google is working on detecting, cleaning up and warning people about hacked sites with greater efficiency than ever before.

Boosting Legitimate Websites:

These changes directly improve the playing field for your website by focusing on efficiency and working out the kinks inherent in search engines.

• Authority Boost: One of the coolest updates for webmasters will be a detection that identifies if you’re an expert in your field, and then gives you a boost in the rankings. In practice, this could put you closer to page one in search results, effectively boosting traffic to your site. Customers will benefit by more easily finding the best websites on the subject they’re searching for.
• Webmaster Communication: Google is actively planning instances of better communication, particularly within Google Webmaster Tools.
• Domain Clusters: Isn’t it annoying to do a search and find a bunch of links on the first page all leading you to the same website? This year, Google is working on eliminating these "clusters" and bringing more diversity on every page of the search, especially on the first.
• Panda Sympathy: In the past, some sites have been affected by Panda that actually have promise as legitimate websites. New changes to Panda will give these struggling websites the benefit of the doubt so they have a chance to succeed.

As you can see, keeping up with SEO changes can be helpful for your website, and it’s exciting to see how things will be changing for the better.

Many people who need a particular product or service do a local search instead of a general one. Local searches have the potential to bring in a large, steady stream of customers, so working to get good local search engine rankings for more than one city can be well worth your time and effort. Following are some practical ways in which you can get such rankings without having to resort to underhand tactics.

Target Organic SEO

If you want to get traffic from a particular city, then target this city by creating a website page with city-related keywords. For instance, a children’s educational book company that wants to target Dallas may set up a webpage titled "Children’s educational books Dallas". If you have a blog (and you really should) then put up some relevant blog posts that target the city you want to reach. If your page is properly optimized for the city you are trying to target, chances are you can show up on the first page of Google’s search engine results even if you do not have a physical presence in the city in question.

Target Off-Site SEO

Good off-site SEO can also help you to get good organic Google rankings. Target local industry blogs that are relevant to your industry and leave helpful, informative comments on the blogs, followed by the URL to the page you created for the city in question. If you have positive reviews from customers in the city you are trying to target, try to get these posted on local review sites.

Consider Virtual Office Space

Google regularly demotes sites that attempt to "game" the Google Places system by opening PO boxes in various cities. However, many companies have found that using a virtual address can be a good way to get around Google’s requirements that you have a physical presence in the city in order to label it as a business outlet on Google Places.

If you go this route, you should be prepared to actually use your virtual office space to meet with clients. You do not have to be available all the time; in fact, it is very easy to list the hours that you are open for business when you create the Google Places address page. At the same time, you will also need to realize that this tactic does have its risks, especially if more than one company ends up renting the same virtual office space.

Broaden your Service Area Using the Zip Code Option

If you are only interested in getting good local search results from cities located close to your office, then use the zip code option when you register for Google Places. Submitting a list of zip codes to Google Places broadens your reach and enables you to get better traffic than if you were to use the circle radius.

It is not easy to get good local search engine results for a city that you do not have a physical presence in, but it can be done. Choose your targets wisely, follow the tips outlined above and you will see positive results.

Do you remember when sending out mailers or paying for media advertising brought you customers?As you well know those outbound marketing tactics don’t work any more. When today’s borrowers are considering a mortgage they don’t sift through their mail, or flip through the newspaper, they turn on their computer and search online. That’s where you need to be!

But just having a website is only a start. You may have the best website in the world,offering the best loan packages at the most sought after rates but if Google ranks it on page three, only the extremely ambitious are going to find it. You want your website to be right there on the first search engine page. By employing Search Engine Optimization (SEO) techniques, you better your chance for a prominent position. Let’s get started on a few.

Content, Content, Content.

Search engines employ algorithms that penalize spammy websites that contribute no value. These same algorithms favor sites composed of original, informative content. Including multiple pages of well-written material on your website is a must; and when you think about it, SEO for Mortgage Brokers should be the most natural thing for you. Today’s borrowers want to know everything they can about the mortgaging process before they embark on it. And since you have that knowledge at your fingertips who better than you to give it to them?

Keywords in Your Content

Keywords are the words your prospective customers tend to use when initiating a web search. So you have to learn to think like them, especially since the search engines, intent on helping searchers, use them to position your page.. Mortgage, refinance, loan rates are but a few. If you go to Google AdWords you can see which terms are most used and which of these your competitors favor. And while it may seem counterintuitive, using the less popular terms might be a good tactic to cut down on competition.

Once you’ve settled on keywords, construct a blog around them. But make your content relevant. Don’t just stick in a word here or there. Search engines deduct for keyword stuffing,

Hyperlinks in your Blogs

Blogs are good vehicles for great content and each blog will add to your website’s page count . Blogs also serve as SEO tools since you can include hyperlinks that transport the reader directly to your website’s main page. Each time a customer lands on your page, it ups the ante for your future positioning. Blogging platforms such as WordPress and Blog Spot make hyperlinking easy.

Linkbacks from Other Sites

Links can come from other online sources as well. Reach out to content writers and webmasters at banks and realty offices. Strike a deal: I’ll link to you if you’ll link to me.

Press releases posted online will also increase your ranking. They publicize your company and the hyperlink you include is another point in your favor.

Search Engine Optimization is an ongoing task, preferably daily, that involves work and dedication. Search engines hate stale material. So keep your content fresh, and keep it coming, and before you know it, you’ll find yourself on page one!

While it is becoming more and more difficult to get good search engine rankings for an ecommerce website, the potential rewards are also getting higher. More and more people are turning to the internet to find products that meet their needs and a site that has a decent search engine ranking can be highly profitable. Following are three essential tips for e-commerce webmasters who want to give their site a boost.

1. Make the Site Attractive to Users

If your site is not attractive to potential buyers, then all the money you spend on site optimization and online advertising will have been in vain. Make sure your site loads quickly by removing unnecessary animations and graphics. Keep the shopping process simple and ensure that the site uses SSL security so that buyers will feel confident providing you with their financial information.

Allow space for buyers to leave their comments and reviews. Even negative comments can be helpful in that they may point out ways in which you can improve your products and services. Offer bonuses for regular customers and/or those who leave reviews and comments on the site.

2. Start a Blog

Google’s latest search engine updates cater to sites that have a lot of content while reducing the ranking of sites that simply sell stuff (i.e. e-commerce sites). If you want your e-commerce site to get good search engine rankings, then you need to start a blog and regularly update it with helpful, useful content. This content should naturally contain the keywords that you are trying to get high rankings for, but do not stuff the keywords into your articles or Google will label your site a spam site and demote it. Instead, write something that you would personally find helpful and useful; such content will go far and generate both traffic and sales. You can also use your blog as a platform to provide discount coupons and special deals.

3. Optimize the site for Mobile Users

Forbes recently noted that about 20% of all online shopping is done via a mobile phone and this percentage has been rising exponentially over the years. If your site is not optimized for mobile phone users, then you are missing a large group of potential customers. Either make sure your e-commerce site is very mobile phone friendly or create a new site that specifically caters to mobile phone shoppers. If you decide to create a new mobile phone friendly site, make it as similar to your regular site as possible and be sure that it is compatible with the most common smart phone brand names and models.

Optimizing an e-commerce site is even more challenging than optimizing a blog or content site. However, it can be done and the rewards are well worth it. If you are selling a worthwhile product at a good price, then you should not hesitate to do all that you can to promote this product online. It may take time to generate lots of traffic and get a steady stream of sales, but if you follow the tips outlined above you are sure to be successful in your endeavors.

As a functional SEO tool, no other blog site offers better content management systems than WordPress. WordPress is not new on the internet scene and therefore is a main marketing tool for businesses and corporations. Here are eight tips to familiarize yourself with the way WordPress SEO works and why it is an effective SEO instrument.

1 WordPress SEO fundamentals

The basis for wordpress SEO optimization is proper permalink structure. Make changes so that your site shows up the way you want it to on search engines. The key word placement must be set so that search engines and people will pick up the key word of your website title first off. Alt tags will make your images known to the search engines and XML sitemaps let search engines know when your site has been updated.

2 Template Optimization

Use ‘breadcrumbs’ (links at the top of your webpage) to allow users to find items on your website. Make sure your title is in <h1> and make sure the side bar is clear of Java and other codes as these clutter it up and slow it down. Do everything to ensure the swift loading of your blog and keep the side bar free of unnecessary widgets. Try to obtain an HTML sitemap and highlight the author in your page as well.

3 Content Duplication

Rid yourself of duplicate content pools for indexing and choose date, categories or tags to find what you need as this slows down search speed. Keep login and registration information on one page only!

4 Structure Your Site to Get High Rankings

Make pages instead of posts. Update popular posts by converting them into pages. Use related posts plugins to link new popular content with old. This way comments will stay intact. Over tagging makes your pages difficult for searchers to find, so use them at a minimum.

5 Conversion optimization

RSS and email links for subscribers are as important as the like button! Make sure you have them in place after every blog you post to increase your subscriptions!

6 Using Comment Boxes to Boost Your Blog

Comments make you appreciate being in the know! Comment boxes make people feel like they want to be heard and are a sure way to boost your blog and let people express how they feel about what you wrote. Add a ‘thank you’ page directory after people comment to let them know you are grateful. Including a ‘subscribe to comments’ plugin will keep the communication flow going.

7 Interactions between blog sites and internet forums

It is always interesting (and beneficial) to see what your commenters have to say. Try visiting their blog sites and leaving a comment as well. This is a tip of the trade I have found useful, because it works! Linking your blog to other sites like twitter and Facebook allows you to build awareness at the press of a button. Be willing to communicate!

8 Checking results

Keep track of your site visit stats page. Check on your site rankings and results pages to see who is visiting you and how effective they think your results are.

To remain competitive in today’s spirited and fast moving world, you can no longer depend on humans to evaluate vast numeric data to make the process sluggish in consequences. Make a move to Analytics if you are still relying on manual proceedings.

No doubt, you are using different channels to market your online business same as your competitors doing. Now the question is, “how your opposition is getting advantage from the same point when all the strategic parameters are same?” To get the answer, first, take a look at how one is managing his/her marketing campaigns on different channels and measuring return on investment (ROI).

As stated above, think like you are using mixed channels (Bing, LinkedIn etc.) of marketing. You have to import pay-per-click (PPC) cost data from all the used channels individually. Seeing that you are downloading cost data from all the sites, they might not be clean and useful enough to use in analysis programs like MS Excel. So, you need to sort, filter, or remove off the point data (no impression, or zero clicks) to give it a common shape before running them for analysis. This is in fact one of the challenges that a manual analyzer would face. This process of importing data from the channels into a spreadsheet physically will hop your investment to cost data analysis. Furthermore, the erroneous and time consuming process will only increase the risk of making skimpy decisions by human.

That’s enough! Bring on the Analytics now to eliminate the lingering process of analyzing advertising data through Excel. Google Analytics will help you with the following tasks -

• Import cost data from all the advertising channels automatically in a daily basis;
• Filter the data through the Power Query feature according to customized business rules;
• Provides a fresh dashboard and let you know the non-performing keywords;
• Merge all data sources in single place to analyze the return on investment (ROI) from the online marketing campaigns in good health and effective way.

Thus, you don’t need to export data into Excel worksheet manually and be successful in terms of managing your valuable time. Even the features of Google Analytics will pass on the imported data directly to the system so that you don’t have to upload those. The business risk, what we warned for in the previous session, will reduce to minimum level since you are to customize the business rules.

Google Analytics has increased the efficiency of its user and made the process effective in the form of breaking down the return of investment (ROI) on the basis of different keywords or campaigns. So, you can get a birds view on which one is costing more in comparison to conversion.

This feature of the Google Analytics saves a lot of time in comparison to the discussed traditional process and gives you enough time to formulate strategies for the campaigns. Overall, this arrangement is awarding new insights for your business to remain dynamic and competitive. Thanks to Analytics!

Most who have worked with SEO advertising understand the basic nature of how Google Adwords works. Being triggered by specific search words Internet users use to find things with search engine, Adwords displays appropriate ads alongside search results, providing direct marketing to consumers who are already looking for similar ideas and products. However, the tool can also be effectively used for generation retention and customer loyalty as well. A number of practices have proven effective, not only at generating customer returns but long-term loyalty to a brand as well.

Running Multiple Engagements – Ever wondered why going to the circus is so much fun even before you get inside the big tent? It’s because there are multiple side shows going on all at the same time. Multiple engagements with adword tools work the same way on a social media platform. Giving readers a variety of choices by which to interact with different results when clicking through provides a sense of entertainment. That generally brings people back for more, which makes them viable for more messaging and communication as well as possible conversions to desired actions. The engagements can vary from sign-ups to interactive information education panels to fan connections. Whatever the case, as people connect more often, they feel a need to return.

Provide a Clear Direction for Action – On every Adword tool there should be a clear action desired to allow the reader to realize the next step or result that may be an attraction. As people commit to the desired action, they realize a reward, which brings them back for more. Every action should produce some type of valuable result or data for the business as well. Nothing should be put out that ends up going nowhere. Every click-through should either go to a desired destination or activity on the part of the reader. Again, as people get more rewards, they feel motivated to come back for another round.

Got Enough Images? – Every Adword campaign needs to connect to images. People are visual and connect with visual. Especially in an electronic platform, images attract and catch people attention far better than words. In fact, if they remember nothing else, the image will stick in their heads far long longer than any set of words. The use of bright, attention-getting art or photos will work well and have long-lasting “stick” value. That translates to memory currency which in turn helps people come back again and again to the same site and brand.

Don’t Go Stale – Adword interactions need to be updated regularly so that they look like the same old thing, boring readers and users to the point of ignoring them. Regularly updated interactions provide new information to readers which keeps the interested and clicking through on a regular basis. But if a campaign thinks of resting on its laurels, readers pick up on the staleness quickly and start to turn off. Retention works heavily on interest, so keeping people motivated with interest provides critical currency.

Customer retention through Adwords involves following a clear plan of engagement and entertaining readers. Catching their attention can be powerful, but loyalty requires regular feeding to stay interested.