Deep Submission: Submitting the inner pages of your web siteWritten by Donald Nelson
If I ask you how many web sites do you have? You may say “One, yes it is www.mycompany.com “ or “two” in case you have a second organization or company. When I first began promoting my web sites I was, like most people, only thinking in terms of one web address, url of my main page. And I thought that this main page was a difficult one to promote because it was index page of a magazine that covered a wide variety of fields (environment, arts, science, politics, spirituality, etc). How could I optimize a page for so many keywords, which market could I focus on?
It was only after discussing subject with another web master, who had a similar site, that I learned that diversity of all inner pages of my site was a huge asset. Each of these pages was like a mini-website, and capable of attracting a multitude of visitors using a variety of keywords. Part of my ignorance at that point was due to a lack of accurate tracking data. I had a simple tracker on main page that told how many visits that page was getting, but I had no idea of what was happening deeper inside site. Then I was able to get access to raw access logs of site and using a log analysis tool I began to see real picture of what was happening.
I saw that main page was getting one third of total traffic of site. I found out that one article, “The Causes of Tropical Deforestation” was a big hit and consistently getting a lot of traffic. Other articles were also quite popular, but covering completely different subjects. It was then that I realized that I had not one web site, but more than 100 web sites.
What does all this mean in terms of design, optimization and submission? It means that one has to realize that people may well enter your site through “side door” or “back door” and you have to prepare accordingly.
For design, it means that structure of your pages and navigation system should invite people who enter from inner pages, to make it to your important pages (about us, main page, or your order page!). For optimization it means that you should take more care about placing of keywords, description and title tags on all pages. Have you ever seen websites where blue line at top of browser is showing title of page to be “New Page”? Even very good designers become a little bit sloppy on inner pages, and though they do usually manage to put a proper page title on those pages, they seldom take trouble to write separate meta tags for keywords and descriptions. But as I learned, these pages are an asset and can be optimized and promoted to gain more traffic.
Google's AdWords Select(tm) Groundbreaking ProgramWritten by Lee Traupel
One of absolute best online marketing processes available to any business today is Google's AdWords Select advertising program. It produces immediate results within minutes after being setup, drives highly qualified traffic via selected keywords and can be monitored and modified on a 24/7 basis via Google's excellent online interface. There are no hidden fees - it costs a mere $5. USD to setup a campaign and requires a credit card submission at startup. We highly recommend this interactive marketing process to all of our clients and incorporate an AdWords Select component with all of our marketing campaigns.
Google's Pricing Model
Google charges you on a CPC ("Cost per Click") basis - you only pay for each clickthrough to your web site from Google's, no more no less. You don't pay for "impressions" (number of times someone views your ad) like many first generation Internet advertising models - it's truly a results driven marketing process.
Keywords costs can vary tremendously ranging from $.05 to $11. USD or more per keyword - Google assigns a "minimum cost per click" for specific keywords based on "market value" and "performance history" via Google's AdWords Select program history. Be prepared to pay a much higher rate for very popular keywords and this is a moving target all of time - more popular this program becomes more you will be forced to pay for selected popular keywords.
Creating your Sponsorship Ad
Your Ad's position is based on a combination of CPC ("Cost per Click") you selected and relevancy of your ad - if your ad and keywords are relevant and drive clickthroughs, then your ad will rise in position on sponsored column versus your competitors. This is an innovative feature and helps to distinguish Google's program from all other PPC ("Pay per Click") campaigns (Overture and their primary competitors) - most of these programs have an "economic bias" built into them; i.e. whoever pays highest fees gets top placement.
Dynamic Ad Placement
Google's unique AdWords Discounter keeps track of your costs per click versus your competitors. You select maximum amount you want to pay for your keywords and ranking algorithm keeps track of your keyword costs, ensuring you only pay one cent above CPC ("Cost per Click") cost you specified when you setup campaign versus your competitors.
Setup Process - Sponsored Link Ad and Keywords
AdWords Select is based upon driving highly targeted traffic to a web site via a set of keywords that are selected via Google's account management interface. There are two primary components to setup process, creating your "sponsored link" ad and selecting your keywords. You start by creating a "sponsored link" ad that is subsequently inserted into Google's search results on right hand column - targeted by keywords that you have selected. It only takes a few minutes to have your campaign go "live" after you've completed setup process.