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SEM Strategy: SEO throwback- Improving organic search results (Part 1- Defining organic search)

Monday, April 4th, 2011

If you are a search engine marketing expert working on a blog from scratch, then one of the first metrics you look at is the bounce rate. Bounce rates are the result of search results, particularly, organic search results, so, to improve your bounce rates you need to closely examine and improve your organic search results.

Organic search results are the non-paid search engine results when users type in a query in the search box. Almost all search engines use a mix of paid and non-paid (non-organic) search results, but ideally, your online business can build the bulk of its Internet ranking through organic search.

Unless your online business is ranking #1 on page 1 of multiple search results for your target audience, you could stand to improve your organic search process. If you are #1, then you should be constantly vigilant for those website business contenders who will out-SEM you and knock you down from the pedestal. In the next few blogs this week, we are going to focus our efforts on everything organic search-related, and provide some useful steps for your website’s search engine optimization.

For the purposes of keeping everything simple, we will use terminology and processes available on Google Analytics for organic search SEO metrics. Up next, the first step of improving organic search, by editing your website and your web content for keyword optimization.

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SEM Strategy: Bounce rates (Part 4- Fixing your bounce rates)

Friday, April 1st, 2011

Well, search engine marketing experts, once you’ve figured out how to calculate bounce rates, compared them to other metrics (like entry and exit) to determine your users’ behavior, and double checked your numbers, it’s time to get down to business and SEM those bounce rates into submission!

There are any number of ways a SEO person can approach bounce rates, but we recommend starting at the source—your organic search phrases. If users are entering organic search phrases that have nothing to do, or very little to do with your main landing page, then why would they want to stay? Target your content and titles to the organic searches, and you have a better chance at improving your bounce rates, and your Internet ranking, all at the same time! In order to test your success, we recommend creating customized segments in Google Analytics to see how well your users are responding to the web content tweaks you’ve made to optimize for the organic searches.

Another step we recommend taking is in editing the layout of your website business. You need to follow the KISS rule on this one (Keep It Simple, Stupid). Your conversion paths from the main landing page should be extremely easy for a user to guess. If you have an “About Us” section, for example, it should lead directly to a page about your company, and possibly include a link to your “News,” “Work for us,” or “Search for jobs” sections, even if those are already in the main landing page, because if a stranger to your online business was interested in learning about you, they might also want to find that other information quickly.

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SEM Strategy: Bounce rates (Part 3- How to deal with high bounce rates.)

Thursday, March 31st, 2011

Continuing from our last post, is what an online business’ search engine marketing person should do with bounce rates. One of the first things we recommend is double checking the numbers. One simple way you can do is is to check on your exit pages.

As a quick test, visit the Content section of Google Analytics and check the “Top Entry” and “Top Exit Pages.” At first glance you should make sure your top entry, exit and landing page (your main page, for example) are the same one. Next, you should check and see your “entry ratio” and “exit ratio,” by comparing the entry and exit numbers to the total number of visits, just like you would with bounce rates. These new ratios might give you a better indication of how your users behave on that particular landing page.

Now what? Our recommendation would be to drill further down into your research and look into the Entrance Paths and Entrance Keywords (both found on the main dashboard of reports). With these two reports you can see where your users are coming from, and see what keywords they are using in the search engines to find your website business. If the landing page your users are coming to does not match up with the keywords they’re using, then there’s a good possibility your bounce rates are being caused by that, in part. Optimize your titles, content, description and meta tags to reflect what you actually have, or include the content your users are looking for on your landing page, and see if that helps.

Up next, two simple ways to improve bounce rates, and two simpler ways to track your numbers.

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SEM Strategy: Beating your competition (Part 1-How’re you doing?)

Monday, March 21st, 2011

Whether your website is an online business in competition with others of its ilk, or you are one among a flotilla of online information websites, you are always competing with some other website for a bigger slice of the Internet pie in your target demographic of users. Most importantly your online business is competing for the higher SERPs (Search Engine Results Page).

You probably know your immediate competition just by happenstance, but it’s not enough just knowing about them as a search engine marketing strategist. You should know them intimately, to the point where you can list their homepage’s keywords and have a general idea of how their organic search results are, when compared to yours. The thing about competitive research, though, is you can’t gauge someone else’s success without knowing how your online business marketing strategy is working out. This first blog is dedicated to figuring out your website’s metrics.

You should also get some numbers for your current website metrics so you can come close in your projections of future web traffic. What numbers do you need? The easy answer for a search engine optimizer is “whatever ones you want to track,” but for someone new to the SEM and SEO analytics game, the answer is a little more involved. Tomorrow’s blog goes into the metrics you need to gather, how to gather them, when you can comfortably make predictions of future traffic and what kind of a formula you can use for that. Stay tuned!

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SEM Strategy: Addressing negative feedback (Part 2)

Wednesday, March 9th, 2011

Once you’ve identified where the potential negative feedback can occur, or see your online business on one of these pages, you need to take some time to figure out how to deal with these comments. If you’re doing things correctly on your side of the online business marketing, then chances are these one-off comments wont hurt your brand reputation all that much. That being said, you should take the time to address them to improve your organic search results.

Just to be sure you’ve caught all of the feedback, we recommend typing your business name and variations of it in two or three different search engines, and preferably not from a computer you use, because the search engines will be tuned to your preferences and might not pull up the same search results someone else’s computer might.

There are three “easy” ways to address and handle negative comments: Pay for its removal, or address it and leave it there. As far as search engine marketing and SEO strategy is concerned, the first isn’t our favorite, but it is a viable option. Many of these sites will allow you to “sign up for membership” of some sort that enables you to defend It does get rid of the problem for the time-being, but most small website businesses don’t have the kind of cash to pay these virtual thugs, or hire lawyers to handle them.

Stay tuned to our next post for the last two ways to handle negative feedback

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