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SEO + PPC = ROI

Search Engine Optimization Plus

Pay Per Click Management Equals

Increased Return On Investment
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Arcion SEO and PPC Marketing Solutions

Build a site FULL OF Content

Plan to build a minimum of 50 pages of relevant content for your site. Of course, the more pages of content, the better. Write articles about your products or services. Pages like ‘About Us’ and ‘Contact Us’ usually do not contain relevant content and you should not count them as such.

Keep it Simple

Keep the web pages as simple as possible. Try to use HTML 3.2 rather than 4. Text in your website should outweigh the HTML code within. Keep JavaScript away in ‘.js’ files if necessary to include in the pages.

Add Content

It is important to add content on a regular basis to the site. This will help the engines to see that your site is constantly updating. This will increase importance over competing sites who haven’t updated pages since 2002 for example.

Cross Linking

It is very important that search engine spiders can find all of the pages that you want it to see. To do this, make sure you have good links, preferably text links, to most pages all across the site. A simple site map is also a must.

General SEO

A very generic rule, I know. Make sure on each page that your head tag is simple and does not contain any tags that are not needed. Make sure that you include the main keyword for that page in the title, the description, the keyword list, the H1 tag (if possible), the body text and link text.

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Pay Per Click Guidelines

It's not always best to be #1. Many compulsive "clickers" automatically click on the #1 result when they have no real interest in buying your products or services. Be sure to include your keyword phrase in the title and description you create at the pay engines. Take special care in creating a description for your site, since within the top three slots, the best description gets the most traffic, as a general rule.

Your keywords must be relevant to the content of your pages. Choose very targeted keywords so that you don't pay for needless click throughs. Don’t ever choose a general keyword, because your costs will skyrocket but the traffic won’t convert to sales.

Spend time researching your keyword choices at Overture's Search Term Suggestion Tool or WordTracker.

Generally, you'll have more success if you purchase 10- 20 keywords as opposed to just a few. Choose a broad range of keywords and bid prices and test the waters. Watch your keywords carefully. Non-productive keywords should be eliminated and new, more productive keywords should be purchased instead. You only pay for clicks to your site, so you can target your traffic by the keywords you choose.

With regular optimization efforts, it's sometimes difficult to achieve top rankings if you're in a highly competitive field. With the pay engines, you pay for your rankings, and VOILA! You're there! Purchasing keywords is certainly easier and less time consuming than optimizing your pages.

With regular engines, when algorithms (or ranking criteria) change, you can find yourself booted out of your top spot. With the pay engines, as long as you're willing to hand out the cash, you'll be on top. You can target your audience based on the keywords you choose. Most Web sites have multiple target audiences, so pay-per-click keywords are a way to reach each of those target audiences.

Pay-per-click is generally less expensive than traditional advertising media. With pay-per-click engines, you don't have to worry about design strategies that could mean death to a Web site otherwise. Is your entire site one huge Flash movie? No problem, if you go through the pay engines.

Best Value Online: See our Pricing
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