Tag Archives: Promotion


Google regularly updates and changes its search algorithm. After the Panda update, many website with high rankings, found that the rankings had dropped like a stone. It seems Google is trying to reward websites which are high in quality over the countless junk sites. The websites whose rankings dropped were mainly those which had bad HTML, poor SEO and broken links. Therefore, the strategy after Panda has to be changed, in order to get good search engine rankings.


 SEO strategies which have diminished value after Panda:

* Mass Link building – though it still works, it seems that it’s the days are numbered. Google search engines will start detecting these sites and they will be doomed.

* Article marketing in bulk – this will go down the same path as mass link building. Since mass articles generally have spun or duplicate content, they will be easily spotted by the search engines.

* Exchanging links – two-way links, multiple links etc are already obsolete. For ranking purposes it seems to be an outdated strategy.

* Buying links – Google has always frowned upon this practice and bans sites which indulge in it. It may not be a good idea for SEO.

* Repetition of anchor text – repetition of anchor text is not a good way to improve rankings. It is better to have a variety of keywords, which helps direct the search towards the site.


 SEO strategies which work after the introduction of the Panda update:

Even after Panda, by using a combination of good content and SEO, you will be able to maintain a high rank. These are some of the techniques which will help in getting and maintaining a good rank with search engines.

* Guest Post blogging:

The links that you place in your guest post, work very well in directing traffic towards your website. Guest posting should be one of the foundations on which you build your website. If your guest post is published in well-recognized authoritative sites, then the benefits to your site are immense.

* Article marketing:

Article marketing through Ezine articles and Articlebase do help in SEO ranking. However, they are now not as effective as they were before. They do help in SEO strategy since the articles contain original content and the link to your site.

* Social media:

Though the use of social media does not help in SEO, it adds votes in your favor from a very wide base. This will help you in gaining recognition and also helps building your brand image.

 Use of better quality blog content which have been SEO’d:

Though content are not the only criteria for building a website, good quality content will please visitors and have spin-off benefits. Even here the use of SEO is relatively important since your keywords will help keep the message focused.

 Get recognized as an authoritative source:

Instead of doing unethical things to stay ahead of the competition, by supplying high quality content, which can be backed by reliable sources, you will be respected as a person whose writing can be trusted. It is wise to know which niche you are well versed in and stick to it; instead of trying to be a “Jack of all trades and master of none”.


 Use natural link building, on-page SEO etc.:

When you are building a link, contained within the original content, then it should be to a related topic to seem natural. This way Google will not treat it as spam. Even today, it is relevant to have your content with good SEO.

Panda has forced a rethink on SEO strategies. SEO done by hand is bound to be safe from updates. If you create quality content which matches the SEO, then you will not face any problem with your ranking. By assiduously building a site, you will be benefited in the long run.

Author bio:

Tom is a regular contributor to


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Time Management Tips For In-House Search Engine Marketing


If there’s one complaint that is universal for in-house search marketing managers, it’s that there just isn’t enough time or resources to get everything done. And usually, this complaint is valid; rare is the case of over staffing for search marketing.

Often, one person may handle SEO as well as paid search and hey, for fun, they do the social media too. A feeling of being overwhelmed will certainly befall any search marketer at some point in their career, so here are some tips to accept the things you can’t change and focus on what’s important for search marketing success.

First Things First: Make Money

Spending your time focused on tasks that will directly drive revenue for the organization is job one. That’s why search engine marketing exists and you were hired to do it.

Routine search marketing efforts like adding new keywords or AdGroups and raising bids are core search marketing that drives revenue growth. Improving click-through rates and quality scores also drive better results and more revenue.

On the organic side, link building, improving page content and other core tasks to increase traffic would be a priority. Bringing on new marketing partners that have strong potential is another important area.

Focusing on making money is totally defensible, there are revenue goals to meet, and you are doing your best to meet them!

When in doubt about priorities, ask yourself, what will drive the most revenue? And if the search marketing you manage isn’t about driving revenue, there’s some other metric that takes its place like traffic, subscriptions, leads, or something similar.

Depending on your organization’s state of well-being, you might need to swap this with the next item on the list, cutting costs and improving efficiency. Often bringing this choice to the table of upper management is a good idea; do they want you spending more time focusing on growth or cost savings?

Next, Focus On Efficiency

After driving growth, trimming inefficient spend is next on the priority list. Analyzing query reports and adding negative keywords as well as pausing or adjusting bids down for less successful keywords are top tasks in this area. Basically, if something isn’t making you money (or enough money), can you make it cost less?

For more mature search marketing programs, there may be more opportunities to trim inefficiency than focus on growth, so priorities may shift in this direction. Often, very seasonal businesses shift focus between efficiency during their off season and growth in peak season.

Communication Is Always A Priority

The poet John Donne wrote, “no man is an island” and certainly the same is true of search engine marketers. Communicating your search marketing priorities and reporting on results internally is critical to in-house search marketing success.

Share liberally what the top priorities are for search marketing, and where resource time is being spent. And share results in regular reports on key metrics and goals. Increase education on search engine marketing within your organization.

Essentially, demonstrate that you have search marketing well under control and are fully using the resources you’ve got to produce the best results possible. I’ve never heard complaints of search marketing over communication, be sure to make time for it!

Experimentation & Testing

In an ideal world, time for running experiments and testing would never get short shrift. In reality, many in-house search engine marketers are keeping their heads above water on day-to-day management and not much more.

It almost goes without saying to try to work in regular experimentation and testing as much as possible. Beyond that, really jump on important new opportunities to experiment with beta tests or new campaign features.

These tests are often going to directly lead to better search marketing program results (like adding Ad Extensions or +1 buttons) and getting in early can help accelerate that with a first mover advantage versus the competition.

Recognize If You Need Help

Admitting you have a problem and need help is the first step towards recovery. At some point, a one person or small team will hopefully have grown a search marketing program that requires more hands on deck to drive better results.

There’s a healthy level of resource constraint, and then there’s the level of ‘we could have a whole other full time person and they’d be super busy’. Knowing where your search marketing is on this spectrum is important to regularly gauge.

Clear and regular reporting and communication sets you up to make a case for more help and determining the business results that more resources could accomplish.

Offering up multiple scenarios for growth, like a part time consultant or a full time person, helps resource gate keepers assess opportunities and gives them options to help you.

Find Your Rhythm

When things get overwhelming, find a search marketing rhythm that works for you. Some in-house marketers like to split managing certain programs on a given day of the week (Wednesday is SEO day!) or certain tasks on a day that is most productive for them (I have new AdGroup Fridays).

Giving yourself a chunk of time to focus on one thing can be helpful. As can just getting done what you can do in fifteen minute projects in between meetings if that’s the schedule you end up on. Recognize where you are and what you can or can’t do schedule wise to make it more manageable.


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