We got down to the basics with web site page titles and META data as part of a new study on how manufacturers use natural search engine optimization (SEO). Businesses of all types could benefit from the following case studies that show how poor titles and META data can be improved from an SEO perspective.

Case Studies: Ineffective Optimization

We selected 5 of the web sites (among 350 we studied) that scored the worst in terms of search engine optimization. Here’s a closer look at what they may be doing wrong on their home pages (company names are removed).

Case Study No. 1

META Title: Business Name
META Description: missing
META Keywords: missing
ANALYSIS: Title lacks keywords, page doesn’t include META data.

Case Study No. 2
META Title: Company name followed by corporate attribute
META Description: Features a 20-word description without keywords.
META Keywords: Includes 30 keywords and search terms with no real focus.
ANALYSIS: Title may have one keyword at the most after several non-keywords; META data poorly used. Used a Flash page with “skip intro” button that won’t perform well because it lacks text.

Case Study No. 3
META Title: Welcome to Business Name
META Description: missing
META Keywords: missing
ANALYSIS: Title lacks keywords, page doesn’t even attempt to include META data.

Case Study No. 4
META Title: Company name followed by one search phrase
META Description: corporate domain name www.xxxxxxxxx.com
META Keywords: empty
FRAMES: used on site
ANALYSIS: Title has potential keywords, but they’re trapped inside a long phrase without comma separation, META description features corporate domain name and the META keywords weren’t used. The Frames format may discourage spiders from indexing the web site, especially since this main page doesn’t give them much guidance.

Case Study No. 5
META Title: Business Name
META Description: missing
META Keywords: missing
ANALYSIS: Title lacks keywords, page doesn’t include META data.

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Targeted traffic: the demographic

Assuming your business is motorcycles, my first guess at your target demographic would be 16-25 year teen agers and 50+ year old wealthy retired couples. Breaking it down further, if you sell Suzuki crotch rockets, you can safely discard the wealthy retired group. Narrow the demographic as best you can to target potential customers. Paying for traffic that isn’t dense with people interested in what you’re selling is a waste of your advertising funds.

Once the demographic is well defined, you can begin identifying and sorting out perspective advertisers. Determining whether a particular advertiser or marketing group is going to work for you can be rather difficult, unless you’ve personally used them before. This is where the role comes from the webmasters in another word A professional SEO company (Internet Marketing Company) and there experience.Talk to other webmasters who’ve advertised with the company, find out what they were advertising, and ask them how the campaign went and if they plan to advertise on that website again.

An important consideration when buying ad space on a specific website is the focus of that website. If you’re considering advertising on a service oriented website, make sure your product or service compliments that website’s service. For instance, if you sell shoes, advertising on anydomain.com is going to be very inefficient and expensive. You’ll be paying to advertise to a bunch of people, the mass majority of which aren’t looking to buy shoes. However, if you’re selling a spyware removal tool, email services could be a great place to advertise. Most internet users have spyware on their computers, and most are aware of and concerned about spyware.

Advertising on content based sites

When I need to advertise, my favorite place to go is still a content oriented site with a close relationship to my product or service. If I’m selling third party  backup software, I’ll look for advertising opportunities on websites related to backup, such as hosting  and data driven websites.

Keyword research is the most indispensable part of any SEO campaign and forms the basis of either its success or failure (if not done correctly). Web traffic at some content based sites is not particularly targeted, while others have a specific topic. An update schedule of content based websites you’re considering advertising on is rather important, depending on how you advertise. A website that updates every other day or weekly will have many visitors who come for the updates and leave. A website that updates sporadically will have more people who come just looking for something new. When there is nothing new they’re more likely to look for other related links, which is where good advertising kicks into high gear. Of the three major advertising types, believe in doing your homework before paying flat rates for given periods of time. This seems to work best, because it depends more on you to build an intriguing advertisement, and rewards you for doing so.. Finding a website with a very specific interest may or may not be as important, depending on what product you’re selling, or what service you offer.

Conversion rates are key

For most of us on the web though, our main goal is to sell the product or service. This is professional SEO company doing for you under the research, finding the best way after analyzing the competitive key word and your website, purchasing ad space on a weekly or monthly basis is not the best method of promotion in the long run. If you’re smart, you’ll monitor your traffic from different sources and determine the cost per sale to see which sources are providing the best conversion rates. In the case of buying click through traffic, the monitoring program should give you the traffic conversion rate.

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The three fundamental core elements that form the basis of a successful pay per click ad program are constant monitoring, analysis, and refinement.

Pay per click search engines offer a way to buy your way to the top of search results for any term you wish. With proper management, and a clear focus, pay per click search engines can offer some of the most well targeted and economical advertising on the Internet.

Pay per click advertising works through a bidding process, and the ads appear prominently on the results pages of search engines such as Google and Yahoo. The highest bidder for a particular word or phrase receives top placement, and depending on the engine, the top three to five bidders also generally also receive placement on the first page of unpaid search results.

Fundamental questions to be addressed when formulating a pay per click search engine strategy include the following:

When is the top pay per click bid necessary for highest conversion, and when will bidding for a second or third place position create a more attractive return on investment (ROI)?

How can you keep your PPC bids from cannibalizing your search efforts on other (non pay per click) search engines?

What percentage of your pay per click budget should go to each search engine?

Does either Google Adwords or Overture work better for your particular product or service? Or, perhaps neither one is appropriate from a return on investment (ROI) perspective.

It is of critical importance to focus sharply on identifying the search terms that convert most frequently for your particular site, eliminating those that don’t perform, and most importantly, calculating and maximizing your return on investment.

The cost structure of pay per click is action-driven and each time a user clicks your ad, the pay per click engine deducts the amount of your current bid from your account. Pay per click offers a high level of assurance that your ad is reaching the proper target.

Pay per click campaigns, however, are not perfect. Without CONSTANT monitoring, you sometimes risk incurring advertising costs that can spiral out of control, focusing on terms that don’t convert well for your product or services, or falling way down in position during a bidding war.

PPC advertising can be a great help to a site’s success, but only with very close supervision and a thorough knowledge of the unique characteristics of each PPC search engine.

Contact your service provider now, to take an advantage of PPC Search Engine.

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