Category Archives: SEM Best Practices

This tutorial on PPC Landing Page Best Practices was written by the local SEO services experts at LocalSplash.com. Executing the strategies on this page could result in lower costs and improve keyword performance in Google Ads, Yahoo! Marketing Solutions, and Microsoft AdCenter.

How Search Engines Define Quality

Pay-Per-Click is no longer a bidding war thanks to the term “quality”. Google wants to return the most relevant search result to their users so they have defined criteria to reduce costs for those advertisers focusing on quality. For Google, this is defined as “Quality Score”, for Yahoo! it’s “Quality Index” (don’t get the two confused, account managers get snuffy when you use the wrong term).

To achieve higher quality in either engine, it’s recommended that you start by creating isolated pages on your website specifically for A/B testing landing pages. To keep these pages from being indexed in the organic search engine results, create or update a robots.txt file containing the following snippet of code:

User-agent:*
Disallow: /{adwords or other category name, remove brackets}/

How to Get Better Quality Scores (or Quality Index)

Below is a list of things that you can do to achieve improved performance from your PPC Campaign. Note that you cannot control the search engines, but implementing these best practices have shown improved results according to the search engine marketing community and particularly MarketingSherpa.com.

Start with a template or from PPC Landing Page Examples
Always include a way for the user to return to the main website
To reduce SEO implications, add a “noindex,nofollow” meta tag to each page
Include SEO best practices for keyword & ad-matching (titles, meta tags, headings, nomenclature, etc)
Reduce the page load time as much as possible
Use a conversion path or other engaging content to keep the user on the website as long as possible.
Have a privacy policy anytime you are asking for information on a web page.

Higher Landing Page Conversions

There are other enhancements you can make to improve quality and conversion, the above lists just a few. The single most important landing page factor is conversion.

The best examples of websites made for conversion that we have found are listed below. Notice the clean appearance, videos, call-to-action (“Buy Now”) buttons, etc. You’ll notice that these landing pages don’t look like typical websites. They are built specifically for higher conversion rates.

Sample PPC Landing Pages / Websites

See the websites powered by Livemercial here
Try Vinotol landing page
Miracle Blade landing page
Softlux Pillow landing page
Walk Fit landing page
Light Relief landing page
Aqua Globes
Steam Buddy
Strap Perfect

The “As Seen on TV” industry has done a great job with optimizing landing pages. Apply some the principles used above toward your business to get the highest possible conversion rate.

The above PPC landing page best practices will not only help you to improve visit-to-purchase ratio, but may also lower your costs on PPC engines such as Google Ads, Yahoo! Marketing Solutions and Microsoft AdCenter. Quality is everything, A/B testing to get the best possible quality with the search engines will make the difference between a successful campaign and an expensive, less successful PPC strategy.

This article by local SEO services company Local Splash describes considerations and actions for online reputation management, the art of reducing and eliminating negative search results from search engines such as Google, Yahoo! and MSN.

When was the last time you did a search in Google for your company name? Try it now. Do you see anything negative appear about your company, such as a blog post from a customer who might have had a less than desirable experience? How about a BBB page or the infamous RipoffReport.com? These search results could be detrimental to the success of your online marketing campaign, especially for those users who understand that the true value of the Internet is not just information but diligence.

So How Do You Manage Your Online Reputation?

You can start by looking at your business and practices to make sure there is nothing in the way you do business that could be seen as unethical. If there are negative search results in Google, is there a common theme? Are your prices too high or your customer service not adequate? Look inside first.

Then apply some SEO best practices. Start by jotting down the web address of every website that appears when you search for your company name (or product brand). Spend some time analyzing the titles of the listing in Google and the page theme. Once you’ve compiled a list of web addresses, with columns for titles and page themes, start semi-duplicating the negative strategy but with positive content. Here is an example:

Sample Bad Listing

PizzaReviewGuy · Chucky’s [not] So Cheese Pizza
NEVER go to Chucky’s because the pizza is awful. We reviewed this place and were not impressed
by the service or food quality…
pizzareviewguywebsite.com/chuckys-pizza.html

Sample Replacement Listing

Read Reviews of Chucky’s Cheese Pizza in Anaheim, CA
NEVER go to any pizza restaurant in Anaheim until you have tried Chucky’s Cheese Pizza because
the pizza is fantastic. Read more reviews of this place and were prepare to be impressed…
betterpizzareviews.blogspot.com/chuckys-pizza.html

Follow this same exercise for each negative posting that appears in the search results. When done, you’ll need to do some periodic linking to move up the visibility of each new page you created on the web to push down the negative search results. If you link too quickly or all at one time, your page is likely to be filtered from the search engine results.

Link Strategy for Online Reputation Management

Follow these steps to build links over time to improve ranking in the search results. There are thousands of ways to build links, here are just a few methods that may make a difference:

If you posted your better page on a blog, submit the RSS Feed all over the Web
Favorite the page in delicious.com, digg.com, stumbleupon.com, and other social bookmarking websites
If you use Twitter, Facebook, LinkedIn, MySpace, or any other social network, get some linkage from those locations
Find forums and blogs that talk about your industry, product, or service and engage in dialog with that community using a signature containing a link to the post(s) you want to have visibility
Have all of your friends and family (not all at once) start linking from their own websites and social profiles.

Over time, Googlebot will hit your better listing through all of the above links far more time than they will hit the negative listings and eventually you will move up.

Repeat with other destinations, such as:

Squidoo.com
WordPress.com
MySpace.com Blog
Blogger.com
LiveJournal.com
Thoughts.com
ClearBlog.com
and more…

Online Reputation Management and the BBB

You might as well be competing with Wikipedia in the search results if your brand or company name appear in a BBB page at the top of the search results, since websites as large and reputable as BBB.org and RipoffReport.com have much more Google PageRank and trust with the search engines. They are also more likely get higher traffic volumes than an newer, smaller website.

To remove these 800 lb websites from the search results, start by contacting them directly to see what can be done. If you don’t get a response that includes an action item list, you’ll probably have to contact a lawyer and battle them out in court. The 1st amendment protects individuals, but only to the extent that it doesn’t become slander or a number of other scenarios your legal counsel will most-likely tell you about.

Worse Case Reputation Management Solution

The world is online. If you have multiple negative listings regarding your brand (or someone else using the same brand name), the worse case solution would be to change your name. Be sure to trademark your name if possible, so that your competitor doesn’t try to use your name in their own brand strategy later.

Understanding how important online reputation management can be is the first step to preventing negative search listings in Google. But if it happens to you, executing the strategy above could make an impact over time to the ranking of negative listings, while at the same time improving your own brand marketing campaign.

Get higher placement in the organic search engine results with our Free SEO Guide written by our Owner, CTO and resident Local SEO Expert, Dave Rodecker.

Learn 5 power techniques you can implement TODAY to get higher ranking in Google, Yahoo!, Bing, and other search engines where people are actually searching for your product or service.

Also included in this Free SEO Guide is a list of what not to do to your website and off your website to avoid being penalized or banished from the search results. This guide on search engine optimization is your completely free. All you need to is provide us with your email address so that we can send the guide right to your email Inbox. Optionally, you can provide us with your phone number if you’d like someone on our team to call and discuss your SEO needs.