Tag Archives: search engine marketing

Half of HR vendors rank poorly online, where do you stand?

Since their launch of the SEO Center at HR Marketer.com, the company has been witness to some interesting statistics when it comes to how well HR vendors are managing their SEO.

HR Marketer’s data shows that not many have the hang of it, with only half of HR vendors ranking on the first few pages of major search engines for their top keyword strings.

After analyzing hundreds of HR vendors using their SEO Center, HR Marketer found that:

  • About 20% of HR vendors don’t show up on the first 10 pages (100 rankings) of top search engines (Google, Yahoo!, MSN).
  • Another 30% of HR vendors ranked on just one or two sets of keywords, but after the first two or three pages of search results.
  • Only about 15% had “exceptional” SEO, meaning they landed on page 1 of search rankings for at least two or three keyword strings.

On a positive note: What their data reveals is that about 50% of HR vendors do “get it” and are ranking on the first few pages of major search engines for their top keywords.

According to HR Marketer’s Mark Willaman, the data showing how many B2B companies are using SEO effectively to improve their search rankings should be a wake-up call for the other half of marketers out there.

“These are the companies being found first. So if your competitor ranks and you don’t guess who is getting the leads?” Mark asks.

Does your company “get it” when it comes to SEO and search rankings? What have you found that works or doesn’t work for your B2B that could be useful for others out there? Leave a comment and let us know.

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How to save on PPC and get the best ROI

As we said in yesterday’s post, this year marketers will be moving dollars into more reliable ROI generators, including pay-per-click (PPC) search ads. Because of it’s precise targeting and easy measurement, paid search provides a great return for many businesses.

Whether you’re dealing with a $20 or $20K daily PPC budget, you want to know you’re saving money wherever you can. Especially if your PPC budget has been scaled back in 2009, it’s more important than ever to get the most bang for your buck.

Peter Prestipino, Editor-In-Chief of Website Magazine, recently wrote an article featured at Blog Mango explaining how to make saving money on PPC a priority in 2009. Here are a few of Peter’s tips:

Assess your “broad match” campaigns. By default, Adwords campaigns are set as “broad match” campaigns. Peter’s example: “If WebsiteMagazine.com were to bid on the on the keyword “Website Magazine” on a broad match level, we’d receive a lot of unrelated traffic from queries related to “magazines” – which is not what we want. So if you have done the required keyword research and are confident with the effectiveness of a few keywords, use the “Phrase” or “Exact Match” instead of Broad Match.”

Take another look at negative keywords. “Negative keywords enable advertisers to ensure that they do not, under any circumstances, appear under certain keyword or key phrase combinations.” When used correctly, you can filter out keywords for which you don’t want your ads shown. For more information, go to Adwords Keyword Tool, enter a keyword and choose “Negative” in the drop down menu under “Match Type.” It will show you a slew of negative keywords that may fit your primary keyword.

Restructure your campaign to improve conversions. Peter explains that the most efficient PPC campaigns follow a similar process: “group similar keywords together in individual ad groups, develop sets of ads for those individual groups and point those keyword focused ad groups (and often times on a keyword level) to designated landing pages.” Restructuring your campaign this way will improve your click-through rate and improve conversions.

Schedule your ads. Control the days and times your AdWords campaigns appear by using Ad Scheduling. If you’re running a campaign on a certain day of the week, you can use Ad Scheduling to only show ads on that particular day. You can even schedule ads to run during a certain time of the day where you receive the most business. With a little trial and error, it could improve your conversion rates.

Read the full article at Blog Mango.

Any other advice out there on how to save money on PPC? We’d love to hear it!

Is your small business intimidated by search marketing?

While small businesses are investing heavily in improving their online presence, over half don’t use paid search marketing (SEM).

Out of the number of small businesses that have websites, 59% don’t currently use paid search marketing and of those, 90% have never even attempted it, according to a survey by Microsoft Advertising.

Despite their concerns, businesses that utilize paid search marketing are satisfied with their decision. Almost three-quarters (72%) reported an increase in sales inquiries and 68% said they consider their paid SEM efforts successful.

Topping the list of major concerns about search marketing campaigns, participants cited cost, time and complexity. Other findings included:

  • 89% feared keyword research might become too expensive.
  • 81% questioned whether paid search marketing is the best use of their marketing budgets.
  • 25% believed paid search marketing is too complex.
  • 21% think it is too time-consuming.
  • 35% feel they need an agency to set up a search marketing campaign.

The survey also revealed that despite the lack of investment in paid search marketing, the economic downturn and increased competition, 86% of small-business owners felt they’re missing valuable opportunities to grow their business online. Three quarters of those surveyed believed prospective customers might be searching online for the type of service or product their business offers.

“These opinions run counter to widely held marketing industry views on paid search marketing, which recognize the practice as one of the most cost-effective, easy-to-use, measurable and accountable forms of marketing,” said Brian Boland, director of adCenter at Microsoft Advertising. “Given today’s current economic conditions, small-business owners need more effective ways to optimize their marketing dollars. By investing in paid search marketing, small businesses can track online sales and determine the return on investment for their campaigns, while at the same time boosting traffic and visibility for their websites.”