ISM SEO
09-01-2008, 07:19 AM
The Long Tail (http://en.wikipedia.org/wiki/The_Long_Tail) is in effect, the application of the 80-20 rule (http://en.wikipedia.org/wiki/80-20_rule) to search engines in that 20% of keywords produce 80% of results. A properly optimized website will bring traffic for a lot of misspelled and other phrases that we might never consider using for a dealer website. All search engines use different formulas to determine page position. So one search term might produce top organic search results for one search engine, but not others. When this happens, consider using the list of words from the search engine for a PPC campaign on the other search engine.
High cost terms generally produce high traffic. But high cost keyword phrases can make it difficult to cost justify a PPC marketing campaign. When this occurs, rather than running a very expensive campaign consider investing the same budget in website optimization to attract the same traffic organically. Not running the PPC campaign may result in a short term loss of revenue, but a successful “organic campaign” will produce inexpensive, very long-term benefits in organic traffic. And clearly the long-term benefits will have a positive affect on return on investment.
Another benefit of this strategy is a reduction in Per Click Costs. Google’s AdSense program (https://www.google.com/adsense/login/en_US/) includes a quality score (http://the-truth-about-internet-marketing.com/adsense-quality-score/) when calculating the cost of an ad. While few dealers would consider running an ad on their website, the point is that two identical ads have different prices based on the quality of the destination page. Admittedly, there are a myriad of factors that determine the quality of the destination page, but surely all of them are influenced by SEO. After all, the quality, or relevance of the destination page is the heart of SEO. So if you increase the quality of your dealer website, you’ll also be decreasing your cost per click.
High cost terms generally produce high traffic. But high cost keyword phrases can make it difficult to cost justify a PPC marketing campaign. When this occurs, rather than running a very expensive campaign consider investing the same budget in website optimization to attract the same traffic organically. Not running the PPC campaign may result in a short term loss of revenue, but a successful “organic campaign” will produce inexpensive, very long-term benefits in organic traffic. And clearly the long-term benefits will have a positive affect on return on investment.
Another benefit of this strategy is a reduction in Per Click Costs. Google’s AdSense program (https://www.google.com/adsense/login/en_US/) includes a quality score (http://the-truth-about-internet-marketing.com/adsense-quality-score/) when calculating the cost of an ad. While few dealers would consider running an ad on their website, the point is that two identical ads have different prices based on the quality of the destination page. Admittedly, there are a myriad of factors that determine the quality of the destination page, but surely all of them are influenced by SEO. After all, the quality, or relevance of the destination page is the heart of SEO. So if you increase the quality of your dealer website, you’ll also be decreasing your cost per click.