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Journey to the Top of the SERPs
by Michael Garrity
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Have you ever wondered why everyone
seems to make such a big deal out of
search engine optimization (SEO) and
reaching that coveted top spot in the
search engine results pages (SERPs)?
Well then, new data from Compete may
just enlighten you, as a recent study of
tens of millions of consumer-generated
SERPs from Q4 of 2011 shows us just how
massive the difference between a first
and second place listing can be to a
website.
According to the data, approximately 85
percent of all the listings shown are
organic, with 15 percent appearing as
paid search listings; they also found
that 55 percent of all SERPs have ads.
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But the more telling information comes
from looking at the clicks on organic results. Compete says
that 53 percent of those clicks go to the top organic
listing, and the number decreases significantly from there.
The second link gets 15 percent of the clicks, while the
third gets nine percent, the fourth sees six percent and the
fifth is clicked on just four percent of the time.
Being on top is also beneficial for paid listings, as well,
though having the number one spot in the ad block is less
important than simply appearing in the block at the top of
the page. The study shows that about 61 percent of paid
search ads show up on the right-hand sidebar, but they only
account for 13 percent of the paid search clicks with the
top listing getting just four percent of all paid search
clicks. In contrast, the third listing in the top ad block
receives around nine percent of all paid search clicks; in
fact, the ads in the top block see an impressive 59 percent
of all the paid clicks.
The report also shows that around 24 percent of the ads on a
SERP appear at the top and make up an impressive 85 percent
of the clicks, while 15 percent of them appear at the bottom
of the page and get a paltry two percent of the clicks.
In other words, this report wants you to know that it pays
off (big time) to invest in getting your site at the top of
the SERPs. But as we all know, that's easier said than done.
Just a few weeks ago, Google released
a list of
65 new changes to its search
engine algorithm from August and September, many of which
may have direct implications for how websites and pages will
be able to move up in the SERPs. Here's a look at six of the
most important updates; webmasters and SEOs take note.
The Role of
Authority
One of the updates from August focuses on page quality and
intends to help searchers find "more high-quality content"
from sources that the search engine trusts. This means that
building that kind of trust is crucial to improving your
search ranking. You can do this by receiving (and giving)
links from trusted and authoritative sites, creating a
sitemap, lowering your bounce rate and not "over-optimizing"
your content.
Matters of Location
Two updates now look more at location to determine a site's
place in the SERPs. The first now determines relevancy of
pages for queries containing locations, and the other "nearby"
change improves the precision and coverage of relevant local
Web results, helping it better identify results that are
localized for each user (and ranks them appropriately). To
better find these local, relevant searchers, optimize your
site for local search by registering with a search engine's
local business registry, getting links from local
directories, developing location-specific landing pages and
adding geographic keywords into landing page content, <h1>
and <h2> tags and metadata.
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The Return of
Keyword Density
The changes also included an update to term-proximity
scoring, which means it would behoove you to improve the
keyword density on your site. You can do this by inserting
keywords into page titles, headlines, ALT text, page URLs,
rich footers and, of course, your copy.
The Importance of
Freshness
Being fresh is crucial, and the last two months saw a number
of changes aimed at rewarding sites with fresh content. Now,
Google will apply a more granular function based on document
age, and also seeks out and favors the latest content from a
given site when two or more documents from the same domain
are relevant to a search query. So make sure you're
continually adding fresh content to your site, and if you're
busy schedule makes that difficult, don't be afraid to ask
for guest contributors or even press releases that you can
publish. Anything to keep your site from just sitting there
and getting stale.
Title Tags in Focus
It's difficult for
Google to generate preview snippets for pages that it does
not crawl because of robots.txt, so now a replacement
snippet will be included that explains that there is no
preview because of robots.txt. To prevent this, include
titles and descriptions in the metadata of your Web pages.
Universal Intent
In addition to all of this, Google can now show improved
Universal Search results through a better understanding of
when a search has strong image intent, local intent, video
intent, etc.
Take these key updates into consideration as you continue to
optimize your site for the search engines (and maybe take a
look at the other 59 changes, as well), and before you know
it, you'll be movin' on up the SERPs.
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