• How to Optimize for Google's New Places Search

    By Keith Moehring | Posted Nov 18, 2010 | 2 Comment(s) | Filed in: Internet Marketing, Search Marketing

    “More than 20 percent of searches on Google are related to location.” - Google.

    For those unfamiliar with local search engine optimization, I highly recommend you read this Local SEO Primer from Search Engine Land. This provides a good foundation on key concepts addressed in the following post, which covers reactions and insight from local search experts about the new prominence and importance Google has put on Places pages. 

    Google Introduces Places Search

    On Oct. 10, Google began rolling out Places Search, which replaces Maps in the left-hand panel of search results pages. Places Search clusters results around specific locations so searchers can more easily compare results. For example, if you’re looking for restaurants in Cleveland, the search results will show you options as well as their locations, websites, phone numbers and customer reviews.

    Melih Oztalay, in his post on Search Engine Journal, details Googles updates: “The local business listings results are also interesting in that they show quite a bit of information to a local customer or consumer. Of course the basic information like business name, address, phone number, telephone number, website link and location on the map is pretty standard. However, the number of customer reviews and the average star rating is prominent to the person searching. Translated, this means the local customer or consumer very quickly see if they want to even click on your local business listing or call you.”

    Places Screenshot

    Google Places PagesIn addition to Places Search, local business Places pages are starting to blend with organic website listings on main search results pages (see screenshot to the right).

    According to Google, in its Places introduction post, “One of the great things about our approach is that it makes it easier to find a comprehensive view of each place. In our new layout you’ll find many more relevant links on a single results page—often 30 or 40. Instead of doing eight or 10 searches, often you’ll get to the sites you’re looking for with just one search. In our testing Place Search saves people an average of two seconds on searches for local information.”

    Expert Reactions

    Greg Sterling at Search Engine Land put together a pretty comprehensive overview of the changes. Google's 7 packHis biggest observation, “Local SEO was starting to focus on ‘getting into the 7 Pack.’ That’s all gone now. Now, fully fleshed out Place Pages will assume much greater importance, as will being present and reviewed in the various sites featured in the ‘clustered’ links.”

    For those unfamiliar with the 7-pack, it was the map you used to see in the middle of search results pages for a query like "Cleveland bars" (see screenshot).

    Sterling and several others, including Andrew Shotland of Local SEO Guide, also observed that local and vertical directories (Yelp, SuperPages, etc.) are being pushed down the search-results list in favor of Places pages, and as a result may not see as much traffic. (In a more recent post he mentions that he has not seen any significant decline in directory site traffic.)

    David Mihm disagrees, however, in his post, A New Kind of Local Search Result: The ‘O-Pack’? He thinks the newly structured Places pages are a good thing for directories, “I actually don’t think this new UI is any worse for IYPs [Internet Yellow Pages] than the 7-pack was. In a lot of categories, I’m seeing prominent sites that are in that cluster ... like Yelp, Judy’s Book, and Citysearch–get direct clickthroughs from clustered review links right off the search result page (which they weren’t getting from the old 7-Pack).”

    AdWords advertisers appear to be the biggest losers. The new results show maps in the right-hand column, where the sponsored links appear on most search result pages. Mihm says, “The fixed-position map not only moves positions 4-10 hundreds of pixels down the page, but it hides their ads and continues to draw attention from users as they scroll their way down the page (the map moves with searchers as they scroll).  I think this will dramatically increase the required CPC for the top three slots in the AdWords auction (and thus Google’s bottom line) for these types of keywords.”

    Google Places Impact on Marketers

    According to Oztalay, “Businesses now have two marketing tools that need optimization: their website and their local business listing (i.e. Google Places page)... The process requires that you first claim your local business listing, followed by your initial update, and then you have to consider monitoring and managing the local business listing just like your website.”

    Matt McGee agrees in his post, 5 Quick Impacts of Google’s New Local Search Results. “You’ve got the regular title and snippet listing, then from the Place Page you get a photo, address and phone information, a review snippet links to additional reviews on third-party sites, star ratings on the right, an overall review count, and a link to the Place Page. Moral of the story: build out those Place Pages, and fast.”

    Mihm believes that traditional SEO factors for local businesses are beginning to again take precedence over local optimization strategies. “By and large, small business owners who have pursued long-term, best-practice SEO strategies across ALL fronts (organic, local, social, etc.) rather than chased Google’s algorithm, should be relatively unaffected by the change. Those who have put their faith (and $$$) in set-it-and-forget-it, fly-by-night PO-Box-near-the-centroid type strategies are probably regretting it. It’s clear that traditional organic factors (especially Title Tags and inbound links) are going to again be as important as they were back in 2006, before any Local results came out…but now business owners also have to be concerned with purely Local factors in addition.”

    Another area of focus for marketers: generating online reviews. Review sites like Yelp, CitySearch, Yahoo! Local UrbanSpoon and Tripadvisor have a much greater prominence on the search results page now. In a blog post, Shotland identified what he sees as the Top 10 Review Sites in Google Places Search. In addition to these general sites, I recommend researching niche directories and review sites that are specific to your industry.

    Mike Blumenthal calls out the importance of online reviews in his post, What are the implications of the new integrated Local Search results?, “Obviously, reviews and review management will only increase in importance in the reality defined by this new SERP... But imagine a Google defined marketing world where, to do well, a business not only needs to invest in SEO but in customer service upgrades as well.”

    Stay tuned for an article that offers tips and recommendations for generating online reviews.

    Are there any posts related to Google’s Places Search that you recommend? Please leave them in the comments.

    Articles referenced:

    Keith Moehring is business development manager and a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Keith on Twitter @keithmoehring.

    Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

  • Picks of the Week: Oct. 18-22

    By Dia Dalsky | Posted Oct 22, 2010 | 0 Comment(s) | Filed in: Marketing

    In today’s Picks of the Week, our roundup includes: Search — defining the long tail and Google’s emphasis on local search; PR — Chevron PR hoax and The Washington Post discouragement of journalist social media engagement.

    Search Marketing

    SEO 101: Defining the Long Tail

    For those who have heard the term ‘long-tail keywords,’ but don't know what it means; or for those who know what it means but don’t understand its significance to search marketing, I highly recommend reading Conversation Marketing’s Ian Lurie’s post, “SEO 101: Defining the long tail.”

    Lurie defines long-tail keywords as, “Specific, niche search phrases, usually more than two words in length, that offer a low competition, low search volume and high searcher intent.”

    In his post, Lurie provides an example from real data on how long-tail keywords that drive one or two visitors can add up to generate as much, if not more, traffic than a ‘head’ term (keywords made up of 1-2 words with high search volumes). He also provides evidence that long-tail terms drive traffic that is more likely to convert and generate more revenue.

    A few statistics from SEOmoz on long-tail searches:

    • Long-tail terms comprise 70% of all search queries.
    • The top 1,000 terms searched only comprise of 10% of all search queries.

    The main marketing takeaway from this article:

    • Don’t worry about how high you’re ranking for a specific, high-search volume keyword.
    • Concentrate search marketing activites around terms that most accurately reflect customer needs.

    The main yardstick to measure the progress of your search marketing efforts is total organic traffic. Read the full article at: http://www.conversationmarketing.com/2010/10/long-tail-seo-101-defined.htm

    Local Search

    Google Puts Emphasis on Location in Search

    Earlier this week, Mashable’s Ben Parr gave us an overview of Google’s new emphasis on location and location-based search. Google has updated its interface to place the location setting in the left-hand column of the search engine results page, and the location-based results on the right.

    Google will automatically detect your location; however, if you wish to see results for a different city or for businesses within close proximity to a specific address, it also gives you the option to select a new location.


    google-local-search

    According to Parr, “While nothing has changed in the back-end of location-based search, the simple fact that Google has prominently placed it on the left-hand side, where millions of eyeballs will catch it, is not a small change. Google clearly understands that location plays a vital role in search, and with the rise of mobile and GPS, Google has been adding more and more location-based search features.”

    The features will be available to users in more than 40 languages soon. Check out the full post on Mashable.com.

    Public Relations: Damage Control

    Pranksters Hijack Chevron Corporate-PR Efforts

    Mock PR campaigns are no laughing matter to the companies, media outlets involved.

    An Oct. 18 Advertising Age article by Rupal Parekh and Michael Bush explores the recent corporate PR hoax that hit oil giant Chevron. The article states that the hoax was far more elaborate than the BP Twitter feed hoax and was timed to the launch of a real ad campaign.

    The article outlines the tactics employed by the purported pranksters (The Yes Men activist group), which included:

    • A fake website that parodied the real ad campaign.
    • Fake press releases with fake quotes.
    • A fake story planted on a fake Ad Age site.

    The question remains: What can, or should, media and marketing professionals do when faced with mock campaigns and fake media blitzes? The article concludes with a quote from Gene Grabowski, senior VP at Levick Strategic Communications. 

    "It's like a thumb trap, the more the company tries to defend itself, the more it becomes part of the story and that makes it more interesting. The company being attacked can't effectively fight back itself and that's why these tactics are so effective."

    The web provides a platform for empowerment, which fortunately, and unfortunately, includes both a brand's friends and enemies.

    Read complete article at: http://adage.com/article?article_id=146559

    Social Media and Journalism

    Washington Post Tells Journalists Not To Engage on Twitter

    In response to a recent social media backlash, The Washington Post requested staffers not answer criticisms or speak on behalf of the publication through their personal Twitter accounts. Following the Oct. 11 publishing of a controversial article on gay teens who commit suicide after being bullied — "Guest Voices: Christian compassion requires the truth about harms of homosexuality" — a Post journalist took to Twitter to defend the article’s position on the issue.

    “Even as we encourage everyone in the newsroom to embrace social media and relevant tools…

    No branded Post accounts should be used to answer critics and speak on behalf of the Post, just as you should follow our normal journalistic guidelines in not using your personal social media accounts to speak on behalf of the Post.”- Excerpt from memo sent by Post Managing Editor Raju Narisetti.

    The Good

    It’s important to understand that the Post isn’t discouraging the use of social media by journalists. In fact, they encourage staff members to share articles and news with their personal networks. Rather, they are trying to avoid individuals representing the brand as a whole, without the authority to do so or prior to receiving guidance from the appropriate department.

    “Perhaps it would be useful to think of the issue this way: when we write a story, our readers are free to respond and we provide them a venue to do so.”

    Missed Opportunities

    As a large organization, the Post is at a disadvantage in that it is unable to ensure each employee is fully informed and aware of the company’s public messaging on day-to-day occurrences. While someone might feel passionate about a topic, there is still an overall voice that companies wishes to bring forward to the general public and media.

    That being said, Lavrusik points out, “Perhaps a clarification to ‘speak on behalf of the Post,’ could clear up what is okay for journalists to engage in dialogue. But it is also likely that some journalists will now avoid it altogether.” He brings up a good point that in today’s media world, social media should be supported, rather than frowned upon.

    What were your favorite articles of the week? Comments are open for your opinions.

    Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

  • Picks of the Week: Oct. 9-15

    By Laurel Miltner | Posted Oct 15, 2010 | 0 Comment(s) | Filed in: Marketing

    In today’s Picks of the Week, we take a look at: improving keyword research with YouTube, the intricacies of local search for large organizations, marketing implications of the expanded Facebook-Microsoft partnership, how to measure engagement and the ROI of social sharing.

    Search Marketing

    Using YouTube as a Keyword Research Tool for SEO 

    According to Keiron Hughes, although keyword-insight tools from Google, HubSpot and others are incredibly valuable for metrics like search volume and competition, "they don't provide the bigger picture, which is what you should be looking for.”

    So, why YouTube?

    Says Keiron: "Unlike creating a web page, uploading a video to YouTube is very accessible to anybody with a video file and an internet connection… Google prompts people to provide descriptive content about the video, such as explanatory text (description), a relevant title, and appropriate tags — so not only is it easier for the videos to be sorted, it means more data is available for us to mine."

    By finding a few relevant videos on YouTube, and reviewing the comments and related videos, you’ll likely gain some excellent insight — and find new keywords that your target audiences actually use — that you otherwise may have missed. Check out Keiron’s full post for more details and specific examples.

    Ranking for Keyword + Cityname in Multiple Geographies

    This is an excellent, in-depth look at local-search optimization by Rand Fishkin.

    You may be surprised to know that, according to Rand, “[Local search] is one of the most challenging tasks in the SEO field… you can't go the classic route of building a single page of content and simply replacing the geographic keywords with each city you're targeting. Content needs to be meaningfully unique and target the [highly localized] intents [of your target audiences].”

    In my opinion, there are two key considerations for marketers:

    • For potentially very good reasons — perhaps Google adapts to the fact that local businesses simply don't have the resources of big, but often have the information their buyers seek — local search is a very tough arena for national organizations to compete.
    • There are specific strategies to employ if this is important to your business; however, due to its time commitment (and necessary budgets) consider how important local optimization really is to your business before going all-in.

    If local search is a key element to your business, I highly recommend reading Rand’s full post.

    Search and Social

    Facebook and Microsoft Team Up

    Earlier this week, Facebook and Microsoft made a deal that allows Bing to access publicly available personal data shared on Facebook, which it can integrate into its search results.

    As reported by Adam Ostrow in Facebook and Bing’s Plan to Make Search Social, “Bing users now get an experience that’s customized using Facebook Instant Personalization. Now, that means searches (where appropriate) will feature a Facebook module that shows you what your friends have liked as it relates to that search, as well as a smarter people search results.”

    And, as stated in Facebook, Microsoft Deepen Search Ties by Geoffrey Fowler and Nick Wingfield, “The deal could also give Microsoft a way to distinguish Bing from Google's market leading search engine.”

    If you have privacy concerns about the partnership, Geoffrey and Nick also mentioned that “all the information shared with Bing had been made public by Facebook users, and… [users can] opt out of the new services.” Additionally, the data will not be used to personalize advertisements on Bing. (Yet?)

    Three key marketing takeaways from this announcement:

    • Implications for personal branding: Over the next few weeks, conduct some Google and Bing Searches for your name to see what results appear on both sites. If more or less information is appearing from Facebook than you’d like to see, adjust your privacy settings. Also, now may be a good time to update your profile information and “likes,” as well as evaluate/clean up your friend network.
    • Search is continuing to become more social. If social media isn’t a part of your search marketing strategy yet, it needs to be.
    • Though Google is still far-and-away the leader in search, a preferential partnership between Facebook and Bing could drive more users to the search engine underdog, particularly for people searches, and topics that benefit from friends’ input.

    Measuring Engagement/ROI

    How to Measure Engagement

    This article includes thoughts from several Content Marketing Institute contributors on how marketers should measure engagement.

    A few favorites:

    • Doug Kessler: “For us, the big goal is not just to get downloaded and read, it’s to get people to share the content with others. That says, ‘I endorse this. I’m happy to link my reputation to it.’”
    • Elizabeth Sosnow: “Engagement is not about numbers, it’s about people… develop metrics that reflect what success with this group of people will feel like.”
    • Stephanie Tilton: “To measure engagement, marketers need to understand how well their content is moving buyers from one stage to the next. It starts with including a call to action and creating a unique landing page for every content asset, and then paying attention to prospects’ online behavior.”
    • Keith Wiegold: “Engagement shouldn’t be your end goal, but delivery on your objectives should be… Engagement means something different to different customers as they are in different stages of relationship with your brand — hence measuring engagement means looking at multiple metrics against achieving objectives.”

    For more information, see the full post. 

    The ROI on Social Sharing vs. Email

    ROI is obviously a huge topic in social media. This article by Mario Sundar offers social ROI details on an interesting mini case study from Eventbrite. The company used analytics and conversion-tracking data to valuate event sharing on four platforms: Facebook, LinkedIn, Twitter and email.

    As Eventbrite published on its own blog: “Events are inherently social. When people buy tickets for an event, they want to share the experience – and the news – with friends. The social Web fuels the conversation and the communities that arise around live events. This conversation isn’t new, but we are now able to track the resulting transactions with unprecedented granularity.”

    By determining how much people share event information on each platform, and how much revenue visitors from that platform generate, the company was able to valuate a “share” on each.

    So, what were the results?

    • Value of a “share” on Facebook = $2.52
    • Via Email = $2.34
    • On LinkedIn = $0.09
    • On Twitter = $0.43

    Marketing lesson: By taking advantage of measurement on the web, and digging into your data, you can better focus campaigns in the future based on core objectives. For example, with this information, Eventbrite can better target its calls to action, as well as focus on rewarding its best users.

    And, a side note to those who say that email is "dead” — at least in EventBrite's case, that is far from the truth.

    What were your favorite articles of the week? Comments are open for your opinions.

    Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.

  • Three Tips for Allocating Local Search Budgets

    By Matt Insley | Posted Sep 24, 2009 | 0 Comment(s) | Filed in: Marketing

    This is a guest blog post by Matt Insley, a Senior Account Executive at TMP Directional Marketing who specializes in Print and Internet Yellow Page programs.

    What was the first search engine that you used?

    Did you Webcrawl? Were you a Yahoo! original?  For the past few years, has the word “search” been replaced by the word “Google” in your vocabulary?

    Believe it or not, you were using a search engine years before the idea of the Internet popped into Al Gore’s head.

    Phone Book

    I give you the Yellow Pages. Think about it…how did people find a product or service before computers? The book works just like a search online. A heading replaces the search term and the book is already filled with local businesses in your area.  

    But, let’s face it. Unless you are selling pizza, wrenching cars or fixing leaky toilets, the Yellow Pages should really be used to compliment your other marketing efforts. Over time, searches in the Yellow Pages have given way to searches online with search engines and Internet Yellow Page (IYP) sites, like yellowpages.com or superpages.com.  

    While the printed Yellow Pages are still a viable lead generator, the question facing most businesses today is how to incorporate online advertising with print in their marketing mix. 

    1. Prove Results

    The greatest advantage to local search advertising is that the results are very easy to track. Call tracking lines can be put into your yellow page ads both online and off to see exactly how many calls your ad is generating and who is calling you. Internet Yellow Page placements offer even greater levels of tracking, giving you impression counts and click through rates. Having this information can go a long way in determining your ROI and what your level of investment should be in the future.      

    2. Take Advantage of the Climate

    While print usage is on the decline, Internet Yellow Page usage continues to grow. Each of the major print publishers has an online platform. To increase content in their sites, publishers are offering incentives to print advertisers to begin shifting their dollars online, while maintaining a presence in the book for little to sometimes no added cost to the advertiser. This allows the advertiser to dip their toe into the online world without overextending their budget. 

    3. Find Balance

    If you find your print ad not returning the bang for your buck, scale back and re-invest those dollars elsewhere. But, do not cut just to cut. Whether the money goes toward IYP or search engine marketing, have a purpose in allocating your budget.

    Once your correct local search mix is found, leads will increase, costs will be controlled and ROI will be maximized.

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    Photo Credit: How Can I Recycle This

  • Wedding Vendors Must Adapt Online to a Changing Industry

    By Lyndsey Walker | Posted Sep 1, 2009 | 0 Comment(s) | Filed in: Internet Marketing, Social Media

    The final countdown has officially begun - five days to the Big Day. I can't believe it's almost here. Since our engagement last June, my fiancé and I have had a busy 15 months filled with meetings, errands, parties, photo shoots, high emotions, joy, and all not without a few tears.

    Just like many little girls, I always imagined the day full of colorful flowers in a sea of white, frilly bows, happy couples and a book of memories to house it all. But never, in any of those dreams, did I ever think I'd replace a wedding journal with a blog, swap out a guest book for an interactive Website and ditch printed wedding photos for an online photo- and video-sharing album.

    The tradition of today's wedding has changed. Social networking and the Internet are making it easier to manage tasks, update and interact with guests and, most importantly, cherish the memories along the way.

    Gone are the days of snail-mail Save-the-Dates and invitations, guest books and printed photo albums. With sites such as eEvite.com, OneWed.com and TheKnot.com - and the list goes on and on - a new wedding tradition is evolving.

    Why send one-way invitations when you can interact with your guests and keep an accurate headcount? Why waste paper, and money, printing wedding photos when you can post and share your photos online with space for hundreds more?

    And why wait until the day of the wedding for advice? Create an interactive Website instead, where guests can post marriage advice, propose a toast to the happy couple or stay informed about the upcoming extravaganza.

    So, what does all this mean to the wedding vendor?

    Because brides today are looking to the Internet first for information and ideas, wedding vendors, such as photographers, caterers, bakers and musicians, cannot just rely on word-of-mouth referrals. Businesses need to be where their audience is congregating. And, the audience is online - online search accounts for more than 61 percent of all primary sources for local business information, according to TMP Directional Marketing's published reports.

    Consumers are not just utilizing one source for local business information, and vendors should not rely on a single source for advertising either. Below are a few ways to better reach your audience and adapt to a new tradition:

    Get Listed 

    List your business on Internet Yellow Pages and local business directories. Many of the top search engines and local directories allow businesses to update or add their listings for free. Plus, obtain listings on industry-specific Websites such as TheKnot.com and Weddepot.com, which house databases of local vendors for a one-stop shop. Be sure your business information is consistent across your listings.

    Encourage Customer Reviews

    Ask satisfied customers to rate your business and/or write a review. When online searchers find a business, they'll likely find competitors as well, and statistics show positive reviews will add more credibility and help businesses stand out in the crowd.

    Advertise Online

    Instead of relying solely on referrals or traditional ads, consider advertising through PPC and relevant social networks, such as TimeToast.com, where brides can create interactive timelines and schedules to share with friends, family and the wedding party, or OneWed.com, a free social wedding planning platform - think Facebook - where brides can create a private wedding site for interaction with guests, share photos and post event details.

    Optimize your Website

    Develop an On-Page Optimization strategy to get found organically. Incorporate priority keywords and phrases throughout your Website, including: URL, page title, meta tags, description, headings and image alt tags. If necessary, optimize locally by incorporating an "Areas We Serve" on your homepage, and include geographic terms throughout your Website and keyword Meta Data.

    Generate Inbound Links

    Develop a link-building strategy. Inbound links are the most important factor in your Website's ranking and its ability to attract qualified traffic. Look for linking opportunities through your business' partnerships, sponsorships and reputable companies with whom you've worked, such as caterers or event halls. Also, be sure to include outbound links on your Website to your various local profiles and citations directly from your landing page.

    Monitor relevant blogs to discover opportunities to get listed on them, and continually publish fresh content that is valuable and link worthy. Content can not only build inbound links and drive traffic, but it also positions your organization and experts as thought leaders, and boosts search engine rankings.

    In addition, consider reaching out to industry-specific sites for inbound links such as TheWeddingLens.com - an interactive photo- and video-sharing site - or MomentVille.com - where brides can build an interactive Website for free with a plethora of applications, such as photo album slideshows set to music (guests can upload photos as well), a blogging platform to chronicle events and share stories, and activity RSS feeds to alert guests and update your Facebook profile.

    Lyndsey Walker is a Consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. She found many of the wedding Websites listed in this post resourceful and fun while planning her wedding. Follow my updates on Twitter: @lyndseyfrey.

  • Keyword Optimization Drives Business through Local Online Search

    By Paul | Posted Jun 1, 2008 | 0 Comment(s) | Filed in: Internet Marketing

    Underdogs and innovators are looking beyond traditional, outbound marketing (e.g. mainstream media advertising, trade shows, telemarketing, direct mail) and discovering the ability to influence consumers through inbound marketing (e.g. search engine optimization, pay-per-click, blogging).

    One of the most powerful inbound marketing activities is optimizing your Website for local search, also referred to as geographic keyword optimization.

    In his May 30 blog, “Winning the Local Search Battle,” Gregg Stewart of Search Engine Watch says that, “. . . consumers are becoming better and smarter searchers, moving from simple one- and two-keyword searches to more specific four- and five-keyword searches.”

    Stewart goes on to say that, “. . . the more specific a consumer is in the search query, the higher propensity to purchase. The consumer is shifting from 'what to buy' category searches (e.g. plumbing, drain cleaning) to 'where to buy' phrases (e.g. draining cleaning in Austin, Texas).”

    Getting Started with a Keyword Analysis


    The foundation of every successful inbound marketing campaign, including those built to drive business through local online search, is a highly targeted keyword analysis.

    It’s important that the software used (by you or your Internet marketing firm) to build your keyword database goes far beyond search volume. Keywords should be graded and prioritized based on relevance, search volume, competition and difficulty.

    On average PR 20/20 monitors 300 - 500 keywords at all times for each client, but concentrates keyword optimization activities on 25 - 50 favorites that are the most relevant. These keywords are segmented into four categories for tracking and reporting: Brand, Product/Service, Industry/Division and Geographic.

    Generate Website Traffic and Increase Leads 


    Once your keyword analysis is complete, it's time to start generating qualified traffic and leads. Keywords should be continually evaluated and used for both on-page and off-page optimization, including:

    • Website content
    • Landing pages
    • Meta data (i.e. page titles, tags, descriptions)
    • Blog topics
    • Product/service naming
    • Optimized press releases
    • Pay-per-click campaigns
    • Social media tagging
    • Anchor text
    • Content publishing (e.g. by-lined articles, case histories, white papers, ebooks)

    Define Your Internet Marketing GamePlan 


    Request a complimentary Internet Marketing GamePlan from PR 20/20 to learn more about keyword optimization and how to grow your business online.

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