Here’s one of those blog posts where I just point you in the direction of someone who’s written something really worth a read. Admittedly, 15 Questions That Will Change The Way You Think About SEO Forever on Search Engine Guide is, as the author admits, a “somewhat over-dramatic” title. But it’s a great read if you’ve got a few minutes.
Reading My CEO does not believe in paid search on Search Engine Guide was interesting, as it presents the arguments to give to irrational skeptics who don’t believe that search engine advertising is a sensible thing to do. But I often come across the opposite: people who want to invest too much money in search engine advertising because they want to be positioned higher up the page than makes sense, in terms of return on investment. “I can’t have our ad appearing below such and such a competitor”, says the sales director, “…it doesn’t make us look good”. I gently point out that the competitor at the top of the advertisement pile is paying over the odds for the privilege, and that positioning an ad above that will be even poorer value, but pride comes before rational thinking. Sure, there is a degree of ‘branding’ in AdWords advertising, but let’s maximise our return on investment first.
Properly Formatting Your Press Release for Maximum Impact is a two-part article on Search Engine Guide which will reward a closer look. It originates from the US, so there are a few recommendations which seem odd to those of us here in the US Minor Outlying Islands, such as “in your opening paragraph, include your city and date first.” But if your press release might end up on a US-edited news website, maybe conforming to their practices isn’t a bad idea. There’s also a companion piece called Distributing your Press Releases for Maximum Impact (it says Part III but I think that just means it follows the “Formatting” series).
If your company isn’t advertising with Google AdWords, you need to start today. Set it up yourself, or ask us to do it, whatever …just get it started. It’s cheap, very cost-effective, and probably already being exploited to death by your competitors.
However, if you are using Google AdWords, and you’re not convinced that it’s all that great, I’d suggest you need to spend a bit more time on it. That time will pay for itself in spades. A great article to read now is How to Optimize Your PPC Campaign to Profit From Every Click (For Beginners) on Search Engine Guide. Thoroughly recommended.
I might well have mentioned this one before, but as I’m highlighting checklists at the moment, it would be remiss of me not to mention The Best Damn Web Marketing Checklist, Period! on Search Engine Guide. If you have the time to go through this entire list and ensure that your website ticks all the boxes, you’re very lucky indeed. I’d love to say that every website I’d designed met all these criteria, but it wouldn’t be true, and indeed, there probably isn’t a website in the world which has. But we can at least try.