SEM campaign keyword selection tips
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Lesson_07_ist402_keywords_take_02 Note some of these slides are based on a presentation from Theresa Flaherty
![Keywords for Your Campaign Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]](https://image.slidesharecdn.com/lesson07ist402keyowrdstake02-091206065240-phpapp01/85/lesson-07-ist402-keywords-take-02-1-320.jpg)
![Why is Key Phrase Identification So Important? ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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SEM campaign keyword selection tips
- 1. Keywords for Your Campaign Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
- 8. Think of this as Product or Service lines. Think of this as your company. Think of this as individual Products or Services. If your client has a good Website, you can model your campaigns off the major sections of the Website! Link each AdGroup to a specific Webpage on your client’s Website!
- 12. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
Notes de l'éditeur
- Additional Resources on Long Tail: http://www.searchengineguide.com/matt-bailey/keyword-strategies-the-long-tail.php http://www.wilsonweb.com/paid-search/goodman-torso.htm
- Many common word and phrases, such as email (e-mail) and Web sites (websites) have legitimate alternate spellings. In the traditional print world, this ambiguity is tackled by consistency—you pick one spelling and stick to it. But on the Web, this is a rule you should break. Since you cannot control the spelling a searcher may use, anticipate them all. If you provide a "business to business" service, you'll want to express the phrase in its common aliases, including "business-to-business," "B-to-B," and "B2B." (Just as there are exceptions to rules, there are exceptions to breaking them: If your site's reputation rests on editorial quality, you may want to sacrifice some search engine optimization by sticking to consistent spellings and maintaining the integrity of your brand identity.) Print out your Web pages—or the drafts of the Web pages you intend to post—and grab a yellow highlighter. Mark every phrase that reeks of broad abstraction ("enterprise process solutions"), vague promises ("exceeding customer expectations") and empty boasting ("best in class services.") Now take a look at your page. Good copy should have very few, if any, streaks of yellow. Bad copy will look like a field of dandelions. Pull the weeds. Replace all the yellow copy with specific promises, facts, benefits, features and other pieces of concrete evidence that can support your causes and claims. You might transform the previous parenthetical examples thus: "enterprise process solutions" becomes "browser-based manufacturing and inventory control"; "exceeding customer expectations" becomes "a 30% decrease in material waste in just 60 days, guaranteed"; and "best in class services" becomes "recognized as the industry standard by the Institute for Chemical Forensics."