technology & equipment
just keeps dropping further down the SERP .
Perform a website audit to make sure your web pages are SEO-friendly and SEO-optimised . Focus on areas where issues will incur penalties from Google : duplicate content , website speed , incorrect link redirects , and bad backlinks .
Improve lead quality – use keywords for screening PPC campaigns rely on effective messaging and visuals to attract prospects . Achieving Roi , however , depends on screening for quality traffic . This means setting up your campaign with the keywords your target audience is most likely to use as search terms . Brainstorm for keywords and negative keywords .
An HVAC vendor targeting commercial developments may develop a list that includes : HVAC , building automation , building controls , energy management , indoor environmental quality , energy monitoring , energy metering ; and negative keywords that include : residential , home – to exclude any searches using those terms .
Why bother with negative keywords when homeowners will leave your site anyway as soon as they realise it ’ s about industrial HVAC ? Because every click costs you money and because Google Analytics captures data on every visit , including the unproductive ones . Therefore , the more screening you do at the top of the funnel , the less money you waste and the easier it is to zoom in on data that matters .
Discover hot topics – maximise the opportunity Use Analytics to see which pages get the most visitor traffic and which pages get people to stay the longest on your site . Is your case study about HVAC systems for multi-purpose buildings getting higher ‘ time on page ’ than other stories ? Dig deeper . Do readers of that case study tend to click through to ‘ Contact Us ’? Is this an actionable insight ? Can you add a link to that case study from your HOME page or a blog to test whether that attracts more readers ?
Plan your campaign – leverage your insights If analytics data indicates strong interest in a topic , it may point to a good ‘ hook ’ for a PPC campaign
42 S eptember 2014