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On the subject of Internet Marketing

i-find-you-interesting-but-facebook-thinks-your-dull

Rob

May 18th, 2012.

I like you but Facebook thinks you are dull

This post is to do with Facebook and how to get seen in people’s news feeds.

The problem is that every time you log into to Facebook it has about 500-800 possible items that it could show you in your newsfeed.  How on earth does it decide which are most relevant to you?

And how as a marketer on Facebook do you make sure that your company’s posts are getting in front of your so called fans?

 

Facebook’s Ranking Algorithm: EdgeRank

For anyone seeking to market a product or service on Facebook it’s essential you understand how this algorithm works.

In the olden days it was easy

Just like getting to the top of Google getting to appear in users’ news feed used to be a breeze.  That was when there were about 100m people on Facebook.  Now there are 900m.  Getting your company’s posts to appear in Facebook users’ feeds has meant that marketers have to really think on their feet.  No more easy money.

General rule of thumb is that if your posts are so dull that no one shares them or likes them then it’s unlikely Facebook is going to rate them as being of any interest either.

Let’s look at Edge Rank more closely

What is it: EdgeRank is Facebook’s equivalent to Google’s algorithm for ranking news feeds.

Every time you click, like, share, RSVP something on Facebook EdgeRank gives yoru behaviour a score.  The higher the score the more popular the post, the more likely it is to appear in other people’s news feeds.

If only it was that simple!  How does it really work?

Well it’s a secret for a start.

But we know there are 3 ingredients:

  • Affinity Score
  • Edge Weight ( an edge is any interaction a user has with the site such as clicking on “Like”)
  • Time Decay

 

Affinity score

Affinity score means how connected a user is with someone else. The more you write on someone’s wall the more affinity you have with them. Each interaction has a different weight: commenting on something is more valuable than just liking.  The more mutual friends you have with someone then the more affinity you have with them adn the more likely you are to receives their posts.

If you stop interacting with someone then your affinity score declines and you will stop hearing so much from them! Phew in some cases.

 

Edge Weight

Each edge has a different weight.  In order of decreasing importance you have commenting, sharing, liking.  Photos have higher value than links.

Every action that a user takes creates an edge, and each of those edges, except for clicks, creates a potential story. By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page.  This is what Facebook marketers must understand

There is even a theory that actively searching for a page/person and Fanning it is more important than just Fanning it as someone else has posted it.  This and may other twists and turns to the Edge weight make it very clever but at the end of the day it’s quite simple:

The more interesting you are the more Facebook will rate your posts.

 

Time Decay

Old stories are old news. So when someone logs on the newsfeed is populated with the most recent stories with the highest score at that time.  Your story will not appear unless it has a higher score at that moment in time than all the other possible newsfeeds.

Time decay is also affected by how long since the user last logged into Facebook and how frequently they log in.

 

How can I optimise the my Fan page for Edgerank?

It’s the same advice as with search engine ranking.  Don’t try to trick the search engines, just make your content interesting and informative, or funny. Funny is best!

Take your turgid press releases, turn them inside out so that they ask opinion rather than give it:

eg

  • “Click ‘like’ if you think our new product will be useful”
  • “Fill-in-the-blank: I can see myself using this product in ______.”
  • “Would you recommend this product if it was _____  ______.”
  • “On a scale of 1-10, how do you rate the design of our new product X.”

 

Here are some real world examples

Here is a great example from Luv me Buddies.  Funny how’s it often the small companies that get it right! 

Though beware these sorts of give aways that tend to attract unengaged, professional competition enterers

The BBC Good Food Show have great content and potential to engender interactions but this post is too passive and does not engage.

Easy Jet are having a good go.  Their question gets you thinking of Italy and sharing your experiences.  It’s still quite a big jump to think that this might make you suddenly book a holiday but it’s all good branding  I guess.

 

Businesses are still struggling to really derive any revenue from Facebook and personally I doubt they will unless they are big brands.  But that should not stop everyone from trying.   BUT whoever you please think of something interesting to post before you post it!

 

fawltytowers

Rob

May 18th, 2012.

Fawlty Towers and Trolls SEO strategy – have you got the balls?

 

We all know that if a customer is unhappy that they are 10 times more likely to complain than if they are happy. Well poor service could be a fantastic opportunity to improve your SEO.

Let’s say you run a restaurant.  Consider a situation where for a day you deliberately gave all your clients appalling customer service – picture a day at Fawlty Towers.  In the past your clients would have just grumbled and not come back, nowadays they’ll be straight online on Facebook, twitter, mumsnet, forums, tripadvisor, restaurant review sites etc. and anywhere else to vent their spleen and to take revenge on your appalling rudeness.

They’ll be so agitated that they’ll post a link back to your site just so that your readers are in no doubt as to where you are and so that they can avoid you.

What a great result!   Fantastic.  Go out into the streets and rejoice.   Think of all those juicy, natural, organic links pointing back to your site. Clever though the poor old Google bot is it cannot determine sentiment very well (or may not even want to) and will treat those links as a good reason to boost your site’s rankings.

This is obviously a very dangerous tactic and not one to be approached lightly but you do see instances of it happening if not deliberately then definitely inadvertently.

Ryan Air are exemplars of deliberate bad PR to attract venom and spite from their clients, who keep coming back, and who presumably keep posting links to their site.

Mothercare were in the spot light last month for its appalling customer service, this was all over Mumsnet for days and other forums just clicking up the inbound links.  What a gift!

Also see here for a case study from american company My Decor Eyes whose poor customer service has catapulted them  up Googles Rankings. Here is an excerpt with a comment from the owner:

“Hello, My name is Stanley with DecorMyEyes.com,” the post began. “I just wanted to let you guys know that the more replies you people post, the more business and the more hits and sales I get. My goal is NEGATIVE advertisement.”

It’s all part of a sales strategy, he said. Online chatter about DecorMyEyes, even furious online chatter, pushed the site higher in Google search results, which led to greater sales. He closed with a sardonic expression of gratitude: “I never had the amount of traffic I have now since my 1st complaint. I am in heaven.”

 

For the ultimate SEO buzz and getting attention online why not try Troll SEO.

It’s dangerous but could be fun

 credit

Indeed it is not all about links on the Internet it’s all about getting attention and this is where Trolls come in.

Online a Troll is someone who deliberately stirs up forum discussion by posting extreme, controversial, rude, occasionally funny, comments just to annoy and cajole other readers.  He is the firestarter, the poker of ants nests.

Get it right and and everyone gets on their high horse and attacks the troll, the number of contributors increases, attention and eyeballs gather and hey presto suddenly everyone’s on your site.

This is maybe how we know about Liam Stacey who used twitter to launch a stream of racist abuse against footballer Fabrice Muamba as he fought for his life.  Is he really such a racist?  Maybe, maybe not but now we all know who he is and he’s got our attention.

Why did I find myself reading Louise Mensch’s (Tory MP) Twitter the other day?  Well she had decided to promote all the sexist abuse she gets on Twitter in her favourites.  Too disgusting to broadcast on the radio I had to see it for myself when I heard about it!  As did thousands of others neatly promoting her profile, her number of followers etc.

But who were these people posting all this sexist abuse?  If you were to meet them face to face would they be so bold?  I suspect not, but online they are Trolls, operating unseen, below the fold of the page, viley expurgating their venom and inadvertently promoting their hosts’ blogs and websites.  Everyone should have a pet Troll.

 

 

whathasfacebookeverdone-for-you

Rob

May 18th, 2012.

Social media: a fool’s paradise

 

 

 

 

 

 

Calling all Marketing managers, Social Media agencies

Can anyone send me a small business social media case study where they can definitively show a positive return on investment?

Please include time spent promoting as well as other expenses and the revenue generated.

Do not include SEO/PPC revenue.

Whilst “social media,” whatever that may be, may be useful for some large brands I suspect that it is an unnecessary diversion for 85% of smaller companies when used in the wrong way. I suspect that very few can actually attribute a decent if any ROI to it.

But I remain to be convinced.

 

seo

Martina Martina

April 20th, 2012.

Over-optimisation: too much of a “good” thing?

Over-optimisation

So, what’s the problem?

Nothing, if you haven’t been massively over-zealous about how well optimised your website is. Being vigilant and up to date isn’t a problem, the issue Google is trying to fix relates to those link-fiends who have over-used their ‘white hat’ so much so, that is has turned a miserable shade of grey (In case you’re confused, I refer to this post).

Okay, so what is ‘over-opimisation’?

In a nutshell, it’s the act of doing everything that is possible to optimise your website, in a non-human and bot-like way.

Examples?

Sure, over optimisation can include (and will probably be identified by inclusion of ) any of the following:

  • Scraped, copied web content
  • Too many ads on the page & not enough original content and copy
  • That fact that your website loads faster than the speed of light
  • When all links that are inbound and have identical anchor text
  • Infinite forum links
  • Hidden text (in a colour that matches the background, so it can’t be seen)
  • Sites linking to you that are dodgy or malicious in any way

This list is not exhaustive as there are many more examples of things Google might suspect & then penalize you for.

Below, I’ve included a helpful video from SEOMoz’s very own Rand Fishkin that does well to explain what changes should be made to save your site from dropping in the ranks and possibly fading into obscurity online after Google’s next update:

Parting words?

Good luck! ;-)

google

Adam Adam

March 7th, 2012.

Does Google Places Trust Their Citation Sources Too Much?

Barry from Search Engine Roundtable posted an interesting find from a Google Webmaster Central forums post. The OP pointed out that PC World (a leading electronics chain in the UK) is ranking with “Mothercare” (a leading baby/parenting chain in the UK) as it’s title in search results for the term ‘PC World teeside park':

PC World teeside park serps

 

I’m still very intrigued as to how this happened, but after some digging around I think I’ve found a reason why (which I posted on Barry’s post).

1- It’s showing up for ‘mothercare teeside park’ as well (suggesting it’s not ‘one way’). Both results show a Google Places result with the same address and a phone number: 01642 618325

2- A quick search for ‘01642 618325 pc world’ returns http://uk.wowcity.com/hartlepool/?what=digital+camera+consumer+products

3- On this page the first result for Mothercare links through to PC World’s homepage (although the details are correct for Mothercare). Note this passes through an internal tracking script and isn’t a direct link.

This looks to me like an error in Wowcity’s listing as the cause of the problem, and probably isn’t anything to do with the folks at PC World or Mothercare (or the agencies they may be working with), but is an interesting fine nonetheless.

If my theory is correct it begs the question- Does Google Places trust it’s citation sources too much? Would love to hear your comments (particularly if you work for PC World, Mothercare and Wowcity!) below.

cookies

Martina Martina

February 29th, 2012.

New EU cookie laws – Will you be breaking them?

Those rascals in Europe have really done it this time.  They have dreamt up the most insane law that will render any complicated website practically unworkable.

Their intentions were probably honourable but as the law is a mess but they are happening and YOU DO NEED TO TAKE NOTICE.

The law comes in on May 26th 2012.

There is a £500,000 max fine for non compliance.


Caught with hand in cookie jar
                                                                                                     Image source


It”s all about cookies

Why do cookies always come with consequences? If it isn’t calories you’re trying to avoid it’s breaching someones privacy – you just can’t win!

What are cookies? In short they are a method for tracking what you “do” on a website and where you go afterwards, how you got there etc.   Most cookies are essential for a website to work.  Some admittedly are a bit suspect and it’s not entirely wrong to be doing something about them but the sledgehammer approachby the EU is not the solution we feel.

The new shiny piece of legislation is being enforced as a solution; a way to protect you from the prying eyes of the web owners.

We’re not going to rewrite all the great articles out there already so here are pointers to finding out more about the Cookie Law

Biting off more than they can chew?

Before you get collared by the EU police you can refer them to their own website which is used to announce the legislation and has been criticised for breaking the very same laws they intend to enforce as pointed out (and illustrated with pretty pictures) by the good folks at Code Blog here: “UK Government ‘break’ the law they imposed“.

So, to summarise: This legislation will apply to nearly everything on the web, will probably reinforce the much dreaded “pop-up” and seems to be an overall nuisance.

Undoubtledly it will affect the big boys first.  They, at the moment, are just playing a waiting game to see what everyone else does.  Noone it seems is going to voluntarily prevent people using their website until the user agrees to their cookie policy.

In conclusion, you can choose to do the following:

  • Implement the new functionality to comply with the law ASAP
  • Delay the implementation as long as possible
  • Ignore the law

What do you think?

 

 

google-demographics

Adam Adam

February 22nd, 2012.

Google+ Demographics: A Look at the Top 5 Countries Using Google Plus

There’s been a lot of debate recently about the possible success (or failure?) of Google+. Google themselves have been a little cagey when it comes to giving information on their userbase, and whilst Larry Page boasted 90 million users globally, Larry didn’t quite explain their metrics in their entirety, as this post from Forbes showed.

Last week Website Monitoring shared some interesting research showing the overall demographics for Google+ users, and whilst the findings are fascinating I wanted to find out how these averages differed by country. Having identified the US, India, Brazil, UK and Canada as being the top five countries based on the estimated number of users, I’ve looked at the relationship status, interests, sex and age of Google Plus users based on the locations stated in their profiles.

This has produced some interesting statistics, such as:

  • There are almost as many Indian men as there are Female Americans
  • 76.02% of sampled Indian Google+ users are single, and are more interested in forming relationships and dating combined than networking
  • Brazilian Google+ users have far more ‘it’s complicated’ relationships than the other four countries sampled
  • The trend of 18 – 24 year old users being the most popular age group within Google Plus’ userbase appears to be true across the top five countries sampled, however there is a larger percentage of 18 – 24 year old users in Brazil (69.90%)
  • Plus a whole number of other interesting nuggets!

Thus I present:

Google Plus Infographic

Embed this- Sharing is Caring!

Google Plus Demographics InfographicDatadial

Matt

February 15th, 2012.

PPC And Seller Extensions Cannibalising Your Brand Traffic

The star ratings that you often see in Google ads are known as seller extensions. These are now likely to appear in the paid, organic and shopping results.  These ratings are generated when product reviews are submitted either on 3rd party sites such as ReeVoo or TrustPilot, or when Schema.org mark-up is used to tag internal/on-site reviews.

It is often cited that these star ratings can improve click-through rates by as much as 30%, which will not only increase both organic and paid visitors, but an increase in PPC click-through rate is also likely to reduce your overall cost per click.

Now, while the effects of these are obviously positive when dealing with generic searches, consider the impact on organic brand traffic when seller extensions appeared for one of our clients brand searches.

As you can see, organic brand traffic fell by around 49%. Overall brand traffic remained around the same level, the client was now just paying for a much larger proportion of it via their own PPC ads.

The obvious solution in this case is to turn-off the PPC ads for brand search terms. However in this specific case the situation is compounded by other (legitimate and non-legitimate) companies bidding on their brand term, this includes Amazon, an approved distributor who also benefit from seller extensions  in their own PPC ad, so turning-off the client brand ads would probably result in a large share of their own brand traffic diverting to the Amazon result.

 

So what can be learnt from this?

  • Seller extensions have a dramatic uplift in click-through rate
  • Protect your brand/trademark results from unauthorised bidders
  • Prevent affiliates from bidding on your trademarked terms
  • Google are making a lot of money from selling companies their own brand traffic

 

Adam Adam

December 6th, 2011.

SEO Industry Survey Results [Infographic]

A few weeks ago we asked a few folks on Twitter to complete a short (okay, maybe not that short) 22 question survey, looking specifically at the business side to working in SEO. We asked the all important questions, including:

  1. Where are you based?
  2. What kind of business are you?
  3. How many people work in the business?
  4. What other services do you offer besides SEO?
  5. How many clients do you currently manage?
  6. Do you contract your clients for a set period of time?
  7. What is your usual client contract arrangement (i.e. how do you charge for your work)?
  8. Your average charge per month for SEO services?
  9. Typical client retention period?
  10. Biggest issues facing your business today?
  11. Biggest barrier to sales?
  12. Biggest source of leads?
  13. What activities are included in a typical campaign?
  14. Link building tactics- what tactics do you employ for the majority of your campaigns?
  15. Do you buy links? (what SEO survey would be complete without this question? ;))
  16. What 3rd party tools do you subscribe to?
  17. What keyword tools do you use primarily?
  18. How long on average do you spend reporting to a single client?
  19. What metrics do you include in your standard reports?
  20. How did you get into SEO?
  21. What skills do you consider to be the most important skills for an SEO?
  22. Have you ever had a site penalised?

The results of the survey are pretty interesting- take a look for yourself below:

SEO Industry Survey

Click to enlarge

Embed this:

We’ll be releasing the source data as promised in the next few days. Let us know how your company compares to these averages in the comments below!

Adam Adam

October 27th, 2011.

Google AdWords: Updated Focus on Quality Score

Earlier this month Google announced changes to the importance Google AdWords places on Quality Score, which is likely to affect a number of advertisers. Based on tests carried out in Brazil, Spanish-speaking Latin America, Spain and Portugal, Google’s Adam Juda announced that the update will be rolled out globally over the coming weeks.

The update places more importance on the relevancy of a landing page when calculating Quality Score- a component in the formula which determines where your ad displays in search results and your cost per click when competing with other advertisers. Essentially- it’s now more important than ever to ensure that landing pages used for PPC are as relevant and optimised as possible- rewarded by higher positions with lower cost-per-click costs.

In an interview with Search Engine Land’s contributor Pamela Parker, Google’s Director of Product Management- Jonathan Alferness suggests that the current user experience for AdWords users could be improved:

What we’ve seen is that there are ads available in the auction that are as good a quality as the top ads. But the landing pages — the merchant sites, the advertiser landing pages — are of much higher quality than the ads that we see at the top of our auction… This means the user experience isn’t what it could be…

In the end, we believe that this will result in better quality experience for the users.

 

How will this change affect you?

With added emphasis on landing page Quality Score, it’s important to be aware of this change and now is the time to assess your current landing pages. We can expect to see an initial change within AdWords as this change initially rolls out to the rest of the world:

As the changes roll out, some campaigns will see variation in keyword Quality Scores and typical ad position. Within a couple weeks, things should stabilize and we expect most campaigns will not see a significant change in overall performance.

Past this, sites with lower quality landing pages may expect to see lower quality score values, lower ad positions, and possibly higher cost-per-click prices when competing against advertisers with better quality landing pages.

LINK

Martina Martina

October 25th, 2011.

How to ‘Think Link’

linkbuilding
Image Source | Featured Image

Are you aware just how many kinds of links that are relevant to building the Page Rank of your own website? Are you convinced that  mindlessly spamming Joe Bloggs’ blog (see what I did there?  Ha! ;-) ) with comments totally unrelated to the topic at hand, in hopes to receive some free link juice in the form of a back-link is the answer to success?

If this still works on particular blogs, chances are they are not very high quality ones, are probably unmonitored, and are places where your comment & anchor text are left to dwell in the company of other usually very dodgy peers.

So what other links exist & how do you create them?

Here is a list of a variety of different links available to a website with a quick breakdown of how they work:

Reciprocal Links

As suggested by name, these are links gained in return for giving links. This can be achieved by guest posting for instance, where you write content for another blogger which they include on their blog and somewhere within the body of that content, you include a link back to your website. Usually the blogger writes some content for you too, leaving their link; hence it’s reciprocal as you are exchanging links.

One Way Links

As their name suggests, these are the opposite of reciprocal links. You receive a link to your site but do not give a link from your site. Think of it like following a celebrity Twitter profile that doesn’t follow you back, the numbers show the power here. Search engines catch onto this and class your site as valuable and useful because other sites wish to promote you asking for nothing in return. Ranks can dramatically improve with such links and they also help to generate a good amount of direct traffic to you.

If you can achieve these naturally you are on to a winner.

Authority Links

An authority link is a back-link from a site Google trusts in terms of its Algorithm. Trust comes from a site being detected as an authority (because of its page rank, it’s number of strong back-links and many other factors) the beauty of such links is that the sites they are placed on  get more visibility in search engine results for keywords that are both related and non-related to the sites topic.

Directory Links

These are links submitted to and contained in web directories which are an online resource specialising in linking to other web sites and categorizing those links. Links can be searched for and found on in a way similar to a search engine search engine however this is not to confuse the two as unlike a search engine, which uses automated methods to index it’s web-links, directories usually use humans, you know people – to do this. This is good news in terms of quality, as someone actually deciding that a site is quality leaves less room for undeserved sites to rank highly through use of “spammy” techniques.

‘Run-of-Site’ Links

Less popular in recent times, these kinds of links are (or were) in used in footers on websites or links in “blog-rolls” usually in seen in the left of right panel of a bloggers site. As the site grew, gaining back-links and content, the worth of your link would grow too. The name ‘Run of Site’ comes from the fact that the link remains in the same place throughout the entire website (in that left panel or footer).

This had its time. A person could have their link planted on a website that grew to have 1, 000 pages & the link would count as 1, 000 back-links. However, search engines smartened up which has resulted in any one link only counting once in these positions.

Edu. & Gov. Links

The birth of the Internet came about from successful research funded primarily by the American government and educational institutions who shared information with each other.  When it was ready to give to the wider world, these government and educational sites were its main content and were later followed by directories and search engines which were initially built to catalogue these sites.

The older algorithms were less advanced than today’s and once it became obvious that the best way to increase Page Rank was through linking, techies started using edu. And gov. links to spring to the top in terms of ranking for keywords. This has changed however as webmasters began to crack down on people spamming for links, making it difficult to achieve these days.

‘Presell’ Page Links

Without the jargon, these are paid links.
A presell page is one that you create yourself, complete with titles, descriptions, content and of course, links!
You then hand over cash to similar sites in your niche and hope for them to put it up on their domain, link to it from one of their pages and pop it on their site-map too. It totally goes against Google’s guidelines because unethical methods such as ‘cloaking’ are usually used among other things so probably isn’t something you want to be getting into.

Dofollow links

The opposite of nofollow links, (which are crawled by “spiders” in the same way, but are not given any “link-juice” or value once the nofollow tag is added because search engines do not follow them) these are links that webmasters allow spiders to crawl with the intention of giving some authority to the link. When spiders crawl a dofollow link, that link gains a little “juice” because search engines are being told that that site is trustworthy, which helps its Page Rank. Over time, as you build up a list of links to your site that are “followable” your site will grow in authority. You are likely to find dofollow links in the comments section of blogs and profile links on some social media websites.

RSS Links

RSS feeds can be rather helpful in aiding your SEO and enhancing your ranking efforts because of the fact that they get picked up by search engines quite quickly. Feed results can appear for the keywords that your website is ranking for and often such feeds are actually more likely to appear than a regular SEO result for other pages on your site simply because news feeds are updated more frequently (think blogs). To achieve this, ensure you have a feed/subscription option on your site and ensure this is not written in javascript, as search engines cannot crawl these.

Article Marketing/Author Biography Links

This can certainly be effective if the article you write is a good one, contains the link to your website in the biography snippet and gets a considerable amount of traffic. This is because  the more your article is linked to acorss the web, the higher the amount of links there will be to your site from other peoples sites which is the key to ranking success.

Three-Way Links

These links work the same way as reciprocal links whereby each site links to another. With this kind of link however, there is a third site in the equation and the process works by website A linking to website B, and website B not linking back to A. Website B does however, link to website C and instead of C linking back to B, it links to website A (see image above). Reciprocal links are very common and it isn’t unlikely that search engines aware of them might question how natural they are over time. The 3-way link provides the same benefits whilst looking as natural as possible to search engines, which will improve your site rankings.

 

So, now you know how to ‘think link’ – go get ‘em! :-D

Matt

October 24th, 2011.

The Importance Of The Long Tail – 16% Of Searches Have NEVER been Typed-In Before

Google claim that 16% of more than a billion queries entered every day have never been seen before may sound hard to believe, but perhaps a closer look at how people search online is warranted first.  450 billion new, unique queries have been handled by Google since 2003. All of this begs the question what are users doing that results in such a large number of new and unique queries each day?

Credit SeoMoz

Firstly we need to look at how people actually use search engines. In their early experiences with search portals users tend to put in short, generic terms into the search engine. As users become more skilled in searching for the items or information that they want, their search terms become more specific and descriptive.
Instead of using short, generic keywords when searching for a pair of shoes for instance, the user might be inclined to be more descriptive of the type of shoes they are looking for using far more adjectives, e.g. light brown, leather, high heeled ladies court shoes, in the hope that it would be more specific to get exactly what they want.

It is also worth considering the search buying cycle as this especially impacts upon conversions.

Firstly think about how you yourself might behave online when you’re researching buying a product.

Taking a typical online purchase for something like a television. You might start with a search query for a very general phrase like TV or television. You’ll see that there are several irrelevant results for our purpose such as the BBC and ITV results, but using the informational properties such as Wikipedia, or the Google shopping results you may then make a decision that you’re looking for a plasma TV rather than an LCD TV.

Of course you may also decide to visit one of the commercial websites listed for these queries, or buy from the PPC listings, but it’s more likely you’ll want to research a bit more first.

Next you’ll probably search for Plasma TV, this is looking a bit more promising, there are several relevant shopping results some reviews websites and a few more relevant commercial sites appearing. After reading a few of the sites you decide that the Panasonic 50PZ800B looks fairly impressive and you want to find out a bit more about it.

Of course you search for it, possibly adding terms like review, test or comparison to bring up the more informational resources.

It’s about now that you feel you’re happy with your choice, you have compared it against other makes and models, you’re happy that it’s what you’re looking for and you want to go ahead and purchase.

To find online shops selling that specific model you may use buying trigger search terms such as buy or cheap, or possibly even adding geographic search terms such as London or UK.

As a site owner you need to be prepared to be targeting as many of these longer tail phrases as you can with your main site, no easy task when you don’t even know what they are!

Try to develop good (great) content on your site, category and product pages warrant special attention for this. Getting this right will result in high levels of targeted, focused, converting visitors.

 

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