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Why is it that some web sites are golden, compelling visitors to buy while similar web sites, perhaps even offering the same products at similar prices, fail to make the grade? It may be dumb luck on the owner’s part, but a more likely explanation is that the golden site is the result of careful design, testing, tweaking and testing yet again. Testing has grown into a core search marketing activity, but strangely, it’s also an activity that ...

There is a saying we throw around the office, target the root and devour the low hanging fruit. Simply put, low hanging fruit (keywords with high conversion and low competition) are one of the best kept secrets of SEO. There are more keywords under the surface than their are keywords revealed. Leave it to most businesses to always want to go bigger, better and over the top in an attempt to conquer the most powerful or most searched keywords in ...

The holiday season is almost upon us. It’s time to start looking over the inventory, keywords, and offers to make sure you’re ready for Cyber Monday. In today’s column we offer several things to do and important don’ts that will help you have a successful holiday season. Don’t… Blindly test Traffic in December is unlike any other month of the year. Conversion rates go up, and cost per conversions go down. If you are running split ...

You have to look beyond keyword research if you want to be one of those companies that always appears at the top of search results. This implies knowing how to create traditional appeal in non traditional ways. However, what does that mean specifically? We know that doubling conversion does not necessarily mean you have to double your traffic. It means that you just have to create more lucrative cross-sections or co-occurrence of keywords (or ...

Last month I had the good fortune of becoming ‘certified’ in Landing Page Optimization through MarketingExperiments out of Jacksonville Beach Florida.  Several times a year, their team brings a hundred or so marketers through the 2-day workshop.  The material is similar to that of their free Wednesday web clinics but in a much more intense, and hands-on workshop environment. After attending the workshop I felt a renewed sense of purpose ...

Bob Massa, one of the original SEOs (though I don't think he likes to be referred to with that label), always talks about SEO from a conversion standpoint, offering quotes like "traffic without conversions is the epitome of futility." The SEO space is a bit crowded right now. So many people are fighting for attention that it seems like people are fighting without purpose. There may be more people writing SEO blogs than there are reading them. ...

Don’t be fooled by people trying to tell you that tracking SEO metrics based on keywords and keyword performance is obsolete. Keywords and the traffic they produce are alive and well and depending on the position (above the fold or below the fold) and the percentage of traffic they receive is tangible to assess conversion and performance benchmarks. Over 80% of consumers hot on the trail of a product or service have a higher propensity of ...