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Online Video Strategy Can Boost Business or Weaken It

Video iconBusinesses that develop an online video strategy will find that selectively developing videos will likely deliver a good return on investment.

Selectively developing videos means choosing the right topics, investing an appropriate amount of resources in the production of them and ensuring their widest possible distribution.

Unfortunately, some businesses take a different approach and end up spending a lot more than they get back. (more…)

Tackle Analytics Bounce Rate 1 Page at a Time

Analytics bounce rate

An analytics bounce rate like the one above should show a steady decline.

Bounce rate is an excellent way to measure the quality of a Web site from a product and user point of view.

It measures the number of times someone comes to the site from an external source, views one page and leaves again without clicking on any other pages.

Bounce rate is a common measure in online audience software such as Google Analytics. It can be found in GA at the site level by going to / Audience / Overview. It can be found at the page level by going to / Content / Site Content / All Pages.

The analytics bounce rate suggests that the page didn’t have relevant content and so the visitor left again. It also suggests that it might have had relevant content but didn’t give the visitor a good reason to hang around by clicking on something else.

(more…)

Stored in Online Marketing and tagged

High Quality Backlinks Rise and Fall with Sites Providing Them

High quality link buildingEvery site manager with a strong sense of marketing and search engine optimization knows that finding a high quality backlink is like finding a pot of gold.

Search engines love those kinds of links because they represent a vote in favor of the site getting the link.

That vote has become more important than every because the rise of “nofollow” links has resulted in many sites losing the “link juice” that the links provide.

“Nofollow” means the search engines shouldn’t follow the link and as a result shouldn’t look on it with any favor. The vote is gone.

That leaves far fewer opportunities to find (or build) backlinks from friendly sites, related blogs, article sites and other sites that still allow nofollow in one form or another.

It’s important to note that the value of the backlink is based in part on two factors — the page where the link resides and the site where the page resides. (more…)

Stored in Online Marketing and tagged ,

Creating an AdWords Strategy for Beginners

A Google AdWords strategy begins with defining a few simple goals. Knowing these goals will help with the expectations and results of a campaign.

Possible goals include:

  1. Using the monthly promotional budget efficiently.
  2. Growing the product — whether the campaign targets the entire site or part of it.
  3. Using the best keywords that represent that target.
  4. Limiting the cost of those keywords, determined by the AdWords Keyword Tool.
  5. Delivering a nearly exact total for the resulting traffic, which is the monthly budget divided by the average cost per click.
  6. A meaningful return on investment, i.e., profit, increases in audience, etc.

(more…)

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