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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Why you should rank for longtail keyword terms – Case Study

August 21, 2011


I recently blogged about information regarding the death of an executive at the company I once worked for. My blog typically shows up in searches (SERPS) for keywords related to the company I once worked for, including the company name.

My web analytics show me how many searches from Google and with what keywords related to this tragedy ultimately resulted in clicks to my site. I thought that if I shared a post on the site I could help folks find the information they where looking for. This would also be an opportunity to understand how people search for information.

In my opinion this is often not the best of situations  to conduct research, but I guess internet marketers can sometimes learn a few SEO tips from these weird, unusual, or even tragic situations. Case in point, Michael Jackson searches and the QDF algorithm.

Query Deserves Freshness

 What do BP and Michael Jackson have in common? Michael Jackson’s death was one of the big events which brought the “Query Deserves Freshness” concept to the forefront.  If a news event is big enough you will see the search engine Google struggle to figure out what results to display for the widely searched fresh topic.

Great keyword research can quickly be learned from search phrases that are seeing rapid growth in query volume related to fresh topics.

Unfortunately for us the comment section of my blog was attacked by a disgruntled former employee of SuperMedia, someone named “Bob” who felt the need to use my site as a platform, grandstand, or podium soapbox to share his utter disgust towards the company this executive (and I once) worked for. I decided to hide the comments from Bob out of respect.

So first I would like to say that if you would like to pay your respects to John Hillrich, please visit the John Hillrich Memorial Guestbook here.

A recent comment on the post summarizes my thoughts on what happened, and subsequently what took place on my blog, and how the vast majority of us all feel about it.

To all who have expressed such kind words for our dear John Hillrich, please take the time to visit http://www.JohnHillrich.com where you’ll find his online obituary and guestbook which is the appropriate resource to express our condolences.

This current forum is stained with comments that should’ve never been allowed to publish, nor been  they hgiven attentionave. John’s friends / family should not have to read such filth, so let’s move these well wishes to http://www.JohnHillrich.com where his family can read them in peace.

Love you John Hillrich. My heart aches for your family, parents, and children. God’s peace be with you all.

I want to apologize for the rude comments. I have since removed them out of my respect for John’s friends and family.  My deepest condolences.

With that being said, I would like to share what people searched Google for to find my original blog post.

You will see some of the keywords have been removed below. This is not a complete list. I want you to pay attention to the “value” of the long-tail and how “unique” most people search. It is obvious that most people search a few widely used keywords and then the real “SEO value” is in the long-tail terms.

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