Why Paying a Monthly Retainer for Local SEO and PPC Makes Good Business Sense

November 16, 2011

In the old days you bought a display ad in the yellow pages to get calls from customers ready to buy.

These days you purchase a yellow pages ad so your established brand doesn’t lose potential phone calls to unknown and lesser quality brands who can afford the financing that the yellow pages offer. The bottom end churn for print YP is constant. Google doesn’t offer financing on pay-per-clicks and writers don’t finance content writing.

In 2002, 80% used the yellow pages to perform a local search. Today that number is less than 15% and phone book fragmentation (a way of looking at print competition) is at an all-time high.

Marketing dollar resource allocation has flipped over the years. The days of me giving Internet marketing advice to sell ads in phone books has been over for sometime.

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Businesses are struggling to dominate search the same way they dominated local search in the 90’s with big full-page and eventually double truck 2-page ads. The same style duopoly exists were you have a telco or main provider and second incumbent choice (AT&T + GTE/Verizon = Google + Bing/Yahoo Search Alliance.)

In the earlier days of search the businesses with names and domains that contained the product or service being offered including the city they served, such as “Dallas Auto Transmission LLC” naturally had an upper hand. It was easy to make a title tag match your business name. Optimization of a website required the efforts of a website coder and FTP access to the sites backend. SEO was all about meta-tags and links that were hard to come-by.

Today you will see:

  • 60,000 new websites will be added to the web
  • 2 million new videos added to YouTube
  • 1.6 million blog posts will be created (out of 150 million blogs)
  • 1.5 billion pieces of content will be added to Facebook
  • 200 million tweets will be tweeted on Twitter

Paid search ads with Google use to only costs pennies per click. Volume was low. Again things have changed. Paid search offers so much more than the past.

Things have gotten a bit more complex:
– mobile extensions
– local extensions
– site links
– retargeting
– promoted videos
– product feeds
– demographic targeting
– new channels of distribution
– new match types like modified broad match

It is easy to mistakenly dump hundreds of suggested keywords in a campaign and see quality scores never rise above a 4. Google makes it easy to spend your money or daily budget and target keyword searches via broad match types with non relevant ads. Buyer beware: You need an agency or consultant!

Great SEO starts with keyword research. Those keywords need to be put in a report and measures with rankings on search engines. You then need to create content, pages for the various keywords, both on your site and pointing to your site with anchor text. Social signals are also important. LoMoSo or local mobile social is the new Internet. NAP, or name address and number, mentions of your business are the key to local. This begins with data-center directory submission (the only real form of directory submission) which is not something you get from Outsourced India SEO providers.

Next, you must begin eating the elephant so-to-speak. Start with the low hanging fruit or keywords that have less competition and in many cases less volume. Quick rankings measured via Google Analytics as clicks. The short-tail competitive keywords take more offsite backlinks, more onsite content strategy, great NAP data, and the help of an experienced Internet marketer to reach success.

To build a successful Internet marketing campaign you need to have your SEO content strategy and PPC campaigns work together. PPC tells us what keywords drive impressions. Content marketing helps you rank for correlating keywords that you can add to your PPC Campaign and both help you test landing pages to perfection.

A SEO & PPC Monthly Retainer will allow you to gradually scale your efforts, rank for more keywords, and create great authoritative onsite content for your visitors. Mix in high volume with low competition keywords and you will monetize your efforts from the start.

Smb SEO’s retainer includes conversion optimization consulting, domain registration, quality hosting (not that slow GoDaddy hosting) and all the transparent reporting you need to make sure that you are not on a road that leads to nowhere. It also does not require a contract and the service is based on real-time and materials vs paying for the concept of SEO. You can only optimize a single page a couple of times before you must add new ones.

If this doesn’t sound like the services your “SEO company” provides, don’t walk…. RUN AWAY.

Call me at 214-267-9553 for a free ranking report and let’s see what is keeping you from making good business sense of your internet marketing.

Also, FYI, Tonight Google and Bing Representatives will Speak on “State of Search” at Dallas / Ft Worth Search Marketing Group…

Register at DFWSEM.org

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Dallas PPC Advertising Expert Will Speak at the DFWSEM Association on June 15th

June 15, 2011

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Dallas PPC Advertising Expert Will Speak at the DFWSEM Association on June 15th.

Come join our sponsor smbSEO and yours truly at tonight’s meeting. If you need a pass to tonight’s event you can email me for one.

Dallas, TX (PRWEB) June 15, 2011

Pay Per Click –Some Super PPC Advertising Tips and Secrets

With all the buzz about social media dominating the discussion over the past year or so, a person might think PPC was a lost art, but nothing could be farther from the truth. PPC remains a viable form of search engine marketing, and for many businesses it’s still the cornerstone of their online marketing strategy.

Join DFWSEM on June 15th as Jim Gilbert presents “Pay Per Click –Some Super PPC Advertising Tips!”

About Jim Gilbert:

Jim is vice president of KeyRelevance and one of the co-founders of the DFWSEM. He has been involved in both organic and paid search engine marketing since the early ‘90s and spent his early years working with a number of iconic organizations, including Sabre and EDS. As a highly sought after speaker, and author of numerous articles and published studies on the industry, Jim is uniquely qualified to share insights learned through years of critical analysis and real-world experience creating and managing PPC campaigns for some of the largest and most high-profile names in business.

The Presentation:
As the title implies, this presentation will focus on what the search engines don’t tell people about PPC, and will include:
■Some Super PPC Tips (for Google & MSN/Yahoo)
■Knowing what your company plans to do with PPC and the experience required to do it
■Measuring success and conversions
■Understanding and using the various keyword match types
■Understanding and using the various “negative” keyword match types
■Understanding and managing Quality Scores
■Managing Ad creative Rotations
■Understanding and utilizing “filters”
■Understanding and using Google Ad Extensions
■Brief introduction to Google’s “Product Listing Ads”

Top 10 Worst PPC Practices –

Jim will also give his list of the top 10 worst PPC practices to avoid.
PPC Account Reviews -Have Your Actual PPC Account Critiqued by an Expert Have specific concerns about an actual PPC campaign, or just want to show off PPC chops before the group? For the last 30 minutes of the meeting, Jim will be conducting live reviews of our members’ PPC accounts. If you would like to be considered for this PPC account review, please send an email to info (at) dfwsem.org with the URL of the site that you are using in your current PPC efforts (we will NOT need your account login information).
As is the case when DFWSEM does site reviews, the PPC account reviews will not be a collective “beat down” of the examples, but a way to find out what the audience is doing right and what someone might want to consider doing differently in order to deliver the best results for clients. Whether a PPC newbie or AdWords certified, folks will leave this meeting with a greater understanding of how to successfully create and manage highly effective PPC campaigns.

This month’s meeting is sponsored by smbSEO, a holistic Dallas area based local internet marketing agency dedicated to helping small businesses advertise on Google.

Where:
Renaissance Dallas Richardson Hotel
900 E. Lookout Drive Richardson, TX 75082
(972) 367-2000

When: June 15, 2011 –Mixer 6:30 –7:00 p.m., Meeting 7-8:30 p.m., Social 8:30-?

Join DFWSEM or Renew
Membership Membership Types:

Individual -$150 per Year
There is no Charge for Individual members to attend monthly meetings.

Corporate Memberships -$300 per Year

Three people from the company can attend each meeting.

Additional seats can be purchased for $50 per year.

There is no charge to attend monthly meetings.

Nonmembers -Nonmembers can attend monthly meetings for $35.

About the DFW Search Engine Marketing Association (DFWSEM):

The Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) is dedicated to education and promotion of the Dallas/Fort Worth search engine marketing industry, conversing various topics related to search engine optimization (SEO) and pay-per-click search (PPC), as well as other emerging media. The group meets monthly at the Renaissance Hotel in Richardson, Texas, and is open to anyone interested in search engine marketing, including in-house marketers, independent consultants, and agencies.


Google will be charging for some calls from PC ads according to Search Engine Land

April 28, 2011

This is awesome news for search marketers and internet advertisers.

http://searchengineland.com/google-begins-charging-for-some-calls-from-pc-ads-74935?utm_source=sel&utm_medium=scap&utm_campaign=email

Real question is “when do they cease to allow you to advertise your own number?” to make more money. All in the name of better conversion tracking, call quality attribution by keyword etc,right? I am sure a boat-load of other questions will come out over the next few months…. And changes!

Potential game-changer for small business local internet marketing. Google is already dominating local search share over local search directories.

Google already owns over 70% of total search volume and a commanding position in both mobile browser and local geo-location search results.

Google rocks!


My Rant……..The Next Bubble.

February 16, 2010

After reading a new article regarding the internet SEM investments and recent venture capital funding to WebVisible (another $20M), Reach Local (original $55M back in Oct 2007), and Yodle (recently funded with another $38M) I wanted to comment about The Next Bubble. Let’s discuss the what where and why investors are hot for SEM, Search, and what I see is still  groundbreaking opportunity in local search marketing consulting, as Greg Sterling’s blog pointed out here in his blog titled Screenwerk.

The thing about this topic is that it is both political, thoughtful, and very personal to me.

If you look at the success of Google (information from Wiki:) over the “somewhat” recent years-

Google Inc. (NASDAQGOOG, FWB: GGQ1) is a multinational public cloud computing and Internet search technologies corporation that hosts and develops a number of Internet-based services and products, generating profit primarily from advertising through its AdWords program. Google was founded by Larry Page and Sergey Brin while the two were attending Stanford University as Ph.D. candidates. It was first incorporated as a privately held company on September 4, 1998, with its initial public offering to follow on August 19, 2004. Its headquarters, located in Mountain View, California, is often referred to as the Googleplex, which is derived from the number googolplex. The company’s stated mission from the outset was “to organize the world’s information and make it universally accessible and useful”, and the company’s unofficial slogan, coined by Google engineer Paul Buchheit, was Don’t be evil. It runs over one million servers in data centers around the world, processing over one billion search requests every day and about one petabyte of user-generated data each hour. Even the company’s name, Google, was a play on the large number googol to represent the large amount of information the company set out to organize.

From this house:

Google Started Here

to multi-million dollar complex in Mountain View California:

https://i1.wp.com/www.propertyinvesting.net/cgi-script/csNews/image_upload/default_2edb.googleplex.jpg

GooglePlex

Google is set to become the largest company in America.

Google Stock History

Google stock compared to GE and Exxon

Read the rest of this entry »


What is REALLY wrong with Yellow Pages company products and services?

February 4, 2010

Recently a few bankrupt Yellow Pages publishers sent letters to clients disclosing information regarding previous contracts and commitments.  Does this permit them to no longer follow SIZE & Seniority commitments to yellow pages clients?

Did you know that to curb massive revenue losses, as consumers have shifted away from print yellow pages phone books, the yellow pages industry is now offering ad seniority placement buyouts?

When Bell South began publishing mini-books other publishers quickly followed suit. When one does something… so does the other? Let’s not hope so!

Rumor is post-bankruptcy yellow pages directory publishers are considering offering “select clients” the option of jumping phone book directory placement (old contract agreements that outline size and seniority guidelines) with new “display ad placement buyout options”.

Seems like they will do anything to earn a buck, huh?

How can you trust a organization who fails to keep promises clients regarding these advertising investments. They made a commitment to the client that the ad they purchased would be placed by size and seniority from the date when the contract is signed. The print yellow pages industry has held the “decrease your ad and lose your discounts” AXE over clients heads to persuade clients into keeping ads for many years.  Is the Yellow Page industry selling products or services? Is the pricing fair? In my opinion the yellow pages industry needs to stick to products… not services.  Search Marketing service requires fulfillment and constant attention, something the print industry has very little experience in vs local advertising agencies.

Yellow Pages sites are attempting to become the local resellers of Google advertising. As a local search marketer, I don’t think the long contracts that leave little recourse and zero cancellation options in the event the Phone Book Companies PPC Management campaigns are not performing to expectations. In my opinion this is another means of continuing to grind the axe on cancellations. Without flexibility and a diverse offering (product portfolio) they are going to have continued issues with client churn.

Did you know that when you place advertising on Google’s AdWords interface, not only do you own the work produced when hiring a local search marketer, (I do not recommend  signing a 12 month contract , considering Google does not require such a contract to advertise) you also are able to see what changes your account manager and “PPC coach” made to your campaigns

PPC management Account Activity Reports prevent PPC Fraud by Google Guru

Next topic for Today:

Google Maps vs Yellow Pages searches:

Here is the graph continued and combined with Searches for Yellow Pages companies:

"Yellow Pages" is now obsolete

Who has experienced the greatest and/or most rapid decline in the Top IYP (Interactive Yellow Pages) & local search brand sites?


Notice how much Yelp.com gained compared to the decline of Superpages.com? This goes to show the consumer preference for review based sites  (and why Google was tendering an offer for Yelp.com)

FACT:  Did you know that Yellow Pages print directory usage has declined over 50%?

Has your “Yellow Page Rep” told you about the trends away from print and towards digital that is taking place?

Have print ad rates gone down to accomodate for the decline of print yellow pages and the industry fragmentation?

According to Greg Stewart from TMPDM, “Print Yellow Pages accounts for approx. 28% of Local Search.”

Primary Source of Local Business Information

I will go ahead and state my prediction: Yellow Pages Print usage will be less than 24% of Local Search by 2012! That means the phone books of 2005 (that were over 70+% of local search product or service queries) are now less than half as popular as they once were as a medium. (yet more phone books exist today than ever!

Do you think it is time the phone book publishing industry adapt to OPT IN vs a very misleading OPT OUT method? What are your thoughts? Take my poll!

Cheers,

Mike Stewart

“Your Dallas Local Google Guru”

BTW, Webformance Inc. will be offering call tracking to all clients. If you want to track your phone book, direct mail, email, Google, Video, Business Card, or other advertising investments and see which ones are really bringing the calls….. all you need to do is call: 214-267-9553!

“You can’t manage to get the best advertising if you can’t measure what advertising efforts work!” – Mike Stewart the Local Dallas Google Guru


How many keywords and the Adwords Editor for Pay Per Click advertising

December 6, 2009

Google has a tool you can use to bulk edit Pay Per Click campaigns-

Plug in to the power of AdWords Editor

AdWords Editor is a free Google application for managing your ad campaigns. Use it to download your account, update your campaigns with powerful editing tools, then upload your changes to AdWords.

I don’t think you see many situations were a local Dallas area business will have as many as 10,000 keywords in a local campaign. Usually you find 10 big ones, 40 productive, and a max of 200 total. Cutting your keywords down and separating the good ones into campaigns is an effective means of raising your keyword quality scores. Local PPC management is not as complex as some lead you to think.

If you would like additional ideas on Search Engine Marketing and AdWords Campaign management, visit the DFWSEM website for up-coming Paid Search trainings and meetings.

Jonathan Volk, a super affiliate marketer, comments on using the Adwords Editor for more than 10,000 keywords:

Adwords Editor

Posted using ShareThis

Meanwhile, I am planning on doing a test of Google’s customer service for AdWords help tonight. Sent the email to them at 7:08 or so p.m.

Let’s see how long it takes Google to respond. I attempted to resolve a download issue with Vista using Google’s suggested “Command Prompt” work-around. Here is a screen shot of my error: (and another reason why Vista is a pain in the horses tuckus)

Adwords Editor Download Issue with Vista

Stay tuned to my blog for future AdWords management tips for local Dallas area businesses!


Are you having problems with your “SMLocal” advertising?

November 28, 2009

SMLocal + Your Own AdWords Campaign = No Phone Calls

I have a “former client” who I helped setup a Google AdWords campaign. He also signed up with Idearc to have listings on Superpages.com. He specifically instructed Idearc’s PPC managers not to put him in Google distribution. The reason for this was because he had a great performing campaign on Adwords already. After a few months, Idearc asked him to raise his budget. He agreed to do so. Apparently without his permission they also overlayed his existing Adwords campaign with his “SMLocal” campaign. For the past few weeks he has been wondering why his calls dropped to his office.

Go figure! And to boot….. they don’t offer customer service on Saturdays!

This PPC campaign manager also seems to be really good at copying other companies ad messages and campaign settings!  lol

The other day I searched for pics of Gina Carano (the talented female cage fighter who I think is extremely “HOT”) and found another “former” client, John Teakell (one of Dallas’ top criminal defense attorneys) on a page result. Now that is some impressive talent at wasting a clients click budget with “content network” folks! Only a company that specializes in print advertising can do this kind of think for you with the internet.

Here is a pic:

How does Idearc Media waste your click budget with content network?

I am guilty of taking the results or “lackthereof” personal. I really want my clients to succeed and make money. I am passionate about Search Engine Marketing. When I earned the trust of a client to represent his business and provide a return on this investment, yet the company does not have the desire or tools to fulfill his expectations, I take it personal.

Take a look at the website Idearc and Superpages.com did for Robert at All Action Water Extraction & Carpet Cleaning Fort Worth Tx

http://allactionftworthcarpetcleaning.com/

Pretty bad if you ask me! They could have at least taken the time to make sure the page titles were setup for search!!

I am going to build a site for him. He did a great job cleaning my carpets a month ago! He is a really nice guy to boot!

He charged me $145.00 to clean all of my carpets and even went as far as wiping the window sills when he moved my furniture, two other well known carpet cleaning companies in Dallas-Fort Worth charged me $220.00 and $310.00 for the same quality service.

Fort Worth Carpet Cleaning by Robert at All Action

Picture of Robert's truck in front of my home while cleaning my carpets.