Archive for the ‘Keywords’ Category

How Does Web Analytics Help?

Web analytics is a quantitative indicator of behavior of visitors to a website. Simply explained, web analytics involves identification of visitor, analyzing the reason of visit and tracking his/her movement within your website until the time he/she leaves the website.

In essence therefore, web analytics provides a clear picture of the performance of a website so that the website owner can devise strategies to maximize acceptability of the website.
Web analytics mainly comes in two flavors in terms of collection of visitors’ data. The first concerns collecting data from server logfile, and the second by tagging each webpage with javascript. A third web analytics method is a combination of the two whereby more relevant data can be produced than what is possible with either of the two methods.

In this article, we will briefly define some popular web analytics terms, moving on to comparing the two methods before outlining why studying web analytics is beneficial.

Key Web Analytics Terms:

‘Hit’ denotes a request for a file from server and is recorded only in logfile.
‘Page View’ means different for the two web analytics methods. While tagging script considers the whole page as one request, the logfile on the other hand will record multiple hits (one for each file, including images, .js and .css) within a single page-view.

A visitor is one who requests for a file to be shown. Once again, while server log will record several files for each visit, the page-tagging script will only consider the page as a whole seen by the visitor. In either case, the web analytics data will clearly identify if the visitor is new (new or unique visitor) or has come before (repeat visitor).

Other Information:

Both web analytics methods will be able to gather several other important information, notable among which are as under.

1. The length of time a visitor spends in seeing a website.
2. The keyword phrase used to arrive at the website.
3. The unique IP address and therefore the country from where the visits generated.
4. The arrival and exit pages.

Logfile vs Page Tagging:

Data transfer to and from web server is always recorded in server’s logfile with clockwork precision. Since early days, realization dawned that it is possible for a suitable program to extract logfile data and arrange them in a meaningful display. That is how web analytics came into being. Today most servers come equipped with web analytics programs such as Webalizer, Awstats, etc. which analyze raw logfile data and portray valuable visitor information in easy-to-follow graphics.

Between the two web analytics techniques, namely logfile analysis and page tagging, certain differences exist. Here are the main ones.

1. Logfile analysis is usually already available in the server. Page tagging is an outsourced option, which means that visitors’ data is captured by provider’s remote server. You can view them only in provider’s website. Google Analytics and ClickTracks are examples of page-tagging web analytics.
2. Since page tagging requires javascript to be installed on every webpage, there is always a possibility that some visitors’ browsers do not allow the script to run. Not so with logfiles.
3. Logfiles enter transfer of all files, including images and scripts, and therefore certain parameters like hits and page views are not as accurate as with page-tagging web analytics.
4. While logfiles record visits by search engines, page tagging does not.
5. Logfile web analytics record failed visits too. Page tagging takes a request into account only when a webpage is successfully displayed.

Benefits of web analytics:

Web analytics is a constantly available feedback from your visitors. Footprints that they leave in the wake of their visits are a great pointer of relative strength and weakness of your website. It is only from web analytics that you get to know which keyword phrases are most relevant to your web content, which pages are visited most, length of visits, incoming links, demographic profile of visitors and so on. If ever you wanted a trusted aide to comment upon your website’s performance, the answer lies in installing a suitable web analytics program.

About the Author: Josh, is the webmaster of Visit his site for a comprehensive web hosting directory, articles, tools, and much more

Copywriting With Google's Dynamic Keyword Insertion Tool

By Karon Thackston (c) 2006, All Rights Reserved

Automation is an odd creature. It usually seems, at first glance, that automating a process can make things easier, simpler and faster. But oftentimes, once an automated process is in place, trouble spots pop up. This is sometimes the case when looking at the copywriting aspect of Google’s dynamic keyword insertion tool.

In case you’re unfamiliar with dynamic keyword insertion (DKI), it’s a feature of Google’s AdWords program. It is often used for large campaigns in order to automatically insert the keyword into the headline of an ad. Truly, it’s a lifesaver for many pay-per-click (PPC) ad managers who have to stay on top of thousands of ads every day. It’s all done with a simple syntax command: {keyword:_______}.

>From a timesaving standpoint, this is a wonder tool that has rescued PPC managers from the mind-numbing chore of typing the same keywords over and over. From an economic point-of-view, DKI *can* (not always) perform well enough to make it a viable option for largër campaigns. But what happens with regard to copywriting and eye tracking?

See It and Clíck It

The human eye is normally drawn to things that are unusual. Things that look out of place or different get noticed far more than things that blend in. For instance, on a page full of black text and black & white photographs, a small red square in the bottom corner will get focused on almost immediately. Why? Because it is completely different than everything else around it.

This same principle applies when considering your copywriting strategy for AdWords. When using DKI, you’ll want to keep your eye on the results pages. Why? We’ve all heard that using the keyphrase in the headline pulls better. It does. Most of the time. There is an exception, however. This exception is what you’ll be watching.

In fact, a study done last year by Enquiro, Did-It and Eyetools tracked users’ interactions with the Google search results page. It found that surfers normally reviewed the page in an F formation. They would scan vertically down the left side of the page and then over to the right (where paid ads are) *IF* something caught their attention. That’s the point we’ll explore in this article.

In order to get clicks, you first have to get seen. If your ad looks and reads like all the rest, you’ve completely lost your originality advantage.

See For Yoursëlf

Copywriting using DKI is a balancing act. You have to consider several factors, including the character count of your longest keyphrase, your ability to add text to the keyword-rich headline and how the ad looks on the page.

Take a look at some examples below. Remember that AdWords results show differently at various points throughout the day (and in relation to individual account parameters), so you may not see exactly what I saw when doing this research. I’m sure it will be close enough for you to get the idea.

Go to Google and type in the phrase “cruise vacation center” (without using the quote marks). See how all the ads look different? They don’t all have the same words bolded. They don’t all use the same copy. The bold words stand out because they are different. In this case, your eye will usually go first to the ads with bolded words in the headline.

You see ads offering a 6-night cruise for $xx.xx and other ads promoting X% off on a cruise vacation, etc. There is diversity and that’s a good thing.

Now, what if you type in “home improvement”? (Again, without the quotes.) If your results page looks like mine, practically every ad has the exact same headline: home improvement. Not only do most of the ads look the same, the headlines read the same. Your eye doesn’t know where to go because everything seems identical. But wait! About four or five ads down, something catches your eye. It’s an ad that has no bold in the headline. That stands out because it’s different! As you scroll further down the page, more ads with no bold in the headlines pop out at you. In this case, because everyone else has opted for the DKI feature, their headlines are all very similar, making them less noticeable. But the ones who wrote custom headlines won out, thanks to diversity.

Tips for Writing With DKI

If you want or need to write using the DKI option, consider these tips:

1. Use a descriptive word along with your keyphrase. Instead of just inserting the phrase “airline tickets,” place the word “discount” or “cheap” before your keyphrase to help it stand out.

2. For keyphrases that will take the entire 25-character limit, consider using one word of the keyphrase in the headline, instead of the entire phrase. Rather than “home improvement,” try inserting just “home” or “improvement” along with other text you write yourself.

3. Keep it applicable. Your headline still has to convey a strong message about what the customer can expect at your site.

4. Test & Track! Everything in advertising is subject to change. Smart marketers always test and track to get the best results.

With a little forethought, you can develop a combination of DKI and custom-written AdWords ads that drive qualified visitors to your site.

About The Author
Copy not getting results? Learn to write SEO and online copywriting that impresses the engines and your visitors at . Be sure to also chëck out Karon’s report .

How to Get the Highest Search Engine Rankings

Search Engine Rankings. Everyone wants to be number one, and there are millions of web sites out there. So how do you become number one and stay there consistently? Consistently is the key word here. Sure, you may apply the newest, best trick in the book today, but when someone else comes out with a better one tomorrow, you will be scrambling to get to the top again.

I think one of the keys is to be well-rounded. There are many books and philosophies about web rankings that are floating around. Some people say article marketing is the way to go, others link building, others say you have to maximize your web pages for the search engines. You have to get all your keywords right and your titles and description. But what happens when another web site does you one better in that area? Now you drop in rank. Therefore, I think it is more important that you do a good job in all the areas than to be the very best in one area. And I think it is OK to be number 8 or number 3 in rank, also. If you are in the very top spot and you are clicked simply because the top spot gets more clicks, are you really going to get more sales just because you are number one? Your product and site have to be relevant to the consumer, not just the search engine.

Another key is to focus on very specific keywords. You can do an awesome job in every area of search engine optimization, but if you go too thin here, you will not make it to number one in any of your keywords. Focus on one, or at the most, two keywords. Build your site around those keywords. Be everything you can be to someone who keys in those keywords. Or better yet, one keyword. Would you rather have one keyword that has a number one placement, or 8 keywords with a number 40 placement each? To me, number 40 is like number 1 million-you don’t get enough clicks to pay the bills. I would far rather have one keyword for which my site is on the first page of results than twenty that are all over the place. Build yourself a web site that has a strong keyword density-for one or two keywords. Put those keywords in your title and description and keyword lists.

You must have incoming links.
You must have quality incoming links.
You must build incoming links one link at a time.

Links are very important, but you cannot cheat in this area. You must build them one by one. My two favorite methods of link building is to write articles, like this one, and submit them to article directories, and to be included in link directories. Stay away from link farms, large link exchanges, or anything of the sort. The major search engines want to see you build a steady supply of links over time. What do you think a search engine will do for you when you go from 0 links to 3000 in one day? That won’t get you to number one, and certainly won’t keep you there, when you are put in the sandbox for six months.

About the Author: Sean Mize is the author of the ebook “15 Steps to Internet Success”. To receive his free ecourse “Secrets to Internet Success” and a free copy of “15 Steps to Internet Success” follow this link: Secrets of Internet Success.

Keyword Analysis: Looking For Low-Hanging Fruit

By Damon G. Zahariades (c) 2006

Getting traffïc from the search engines for competitive keywords is a tough battle. And it’s getting tougher.
This article will help you continue to drive traffïc from Google, Yahoo and MSN while avoiding the sandbox where the bullies hang out.

There’s always someone with a biggër budget and largër staff trying to bump your site from the top ten slots on the search engine results pages (SERPs). In fact, some keywords are so competitive that search engine optimizers (SEOs) resort to tactics that range from mildly scandalous to downright brutal.

Some SEOs cloak their pages. Some of them hijack other sites’ pages. Still others file false DCMA complaints against their competitors, hoping the search engines will ban the offending sites without bothering to validate the claim.

Like I said… brutal.

Find The Keywords Others Are Ignoring

In every niche market, there are several keywords that everybody focuses on.

These are the keywords that command high bid prices in Adwords. These same keywords are also savagely fought over in the organic SERPs. Either way, you’re gonna be a goldfish in a sharkpool, if you try to rank for them.

So, if the competition for those keywords is so fierce, why are so many people content to be ripped apart by the sharks?

Why do they spend so much time, effort and monëy competing for keywords they have little chance of ranking for?!

Three reasons…

First, most people aren’t creative. They can’t figure out what unexplored keyword sweet spots are availabe to them (I’ll show you an example in a moment).

Second, they’re lazy. And when it comes to growing your business, laziness trumps creativity every time.

Third, they don’t know about the tools that can help them. There are tools you can use to help you find the sweet spots of keyword territory.

Whatever the reason, people are ignoring valuable keyword territory. They are leaving monëy on the table… monëy that you can scoop up by optimizing pages for these ignored keywords!

An Example Of Ignored Keywords

Let’s say you want to rank in the top three slots in Google for the keyword “chiropractor.” (We’re not even going to touch on how unlikely it is for a general keyword like that to convert!)

Do a Google search for “chiropractor.”

At the time of this writing, there are 8,910,000 results. That number is NOT a real indicator of TRUE keyword competitiveness, but it’s a start in the right direction. (We’re gonna talk about how to do TRUE keyword competitiveness analysis in the next few lessons in this series.)

The first ten slots in the SERPs are very well-entrenched. They’ve been there awhile and they have high-quality link equity pointing at them.

Beating those folks in the top ten slots will be tough. A little too tough in my book. That is, it will require too much time, effort and monëy to knock them off their perch for the ROI I can expect from ranking for “chiropractor.”

It’s one of those high-voltage keywords that everyone in that market focuses on.

So, let’s dig deeper for some less-competitive, undiscovered treasure.

Let’s search Google for “california chiropractor” (use the quotes). Whoa, what a big difference. Now, we get 9,880 results. MUCH better! But, if I wanted to get into the top three, this keyword is still a little too competitive for my tastes.

With a bit of work, I can likely knock the 2nd and 3rd guys off their purchases. It’ll take some effort, but I can do it. As for the guy ranked first… not a chance. He’s entrenched.

So, let’s dig deeper. Maybe there’s some unexplored territory out there.

Search Google for “north orange county chiropractor” (again, use the quotes). Look at that! At the time of this writing, there are 0 (zip, nadda, zilcho) results.

Now, how easy would it be for you to rank well for THAT keyword? It’s like shooting fish in a barrel. This is true low-hanging fruit.

Are people using this keyword in Google? Well, it may not jump out at you in Wordtracker, but think about this…

There are a LOT of people in Orange County, California. A lot of them look for chiropractors (heck, I have a friend that drives from Los Angeles to Fullerton twice a week for his chiropractor). People are refining their search these days to get more relevant results from Google. Often, they’re refining their searches by geography.

And not only will you easily scoop up folks looking for “north orange county chiropractor” but you should also rank well for “orange county chiropractor” (only 326 results at the time of this writing).

That’s a pool I’m willing to swim in!

Cumulative Effect Of Ignored Keywords

Let’s face it. Ranking well for “north orange county chiropractor” is not going to bring a flood of traffïc like ranking well for simply “chiropractor.”

But, it doesn’t need to.

First, “north orange county chiropractor” is much more targeted. If someone is searching for “north orange county chiropractor” it’s a good bet that he’s having problems with his back and wants to fix it fast.

If you’re collecting and selling leads (we’ll talk about how to do this in an upcoming series, so stay tuned) to a chiropractor in Orange County, you can unload ’em for a lot more cäsh than leads collected from people searching Google for “chiropractor.”

Second, you’re gonna have a bunch of these tiny keyword sweet spots sending search engine traffïc to you.

For example, you’re not going to simply create one page for “north orange county chiropractor,” call it a day and head for the beach. You want to create pages for…

“south orange county chiropractor”
“laguna beach chiropractor”
“anaheim hills chiropractor”
“yorba linda chiropractor”
… and so on. You want to have lots of these pages scooping up people who are searching for these largely-ignored keywords. If you want to dig even deeper for keyword treasure, tack on the word “certified” or “board certified” to each keyword above.

The possibilities are endless. And cumulatively, these little sweet spots can add up to a flood of highly-targeted traffïc to your site.

Are you getting excited yet?

Last Thoughts

Avoid the high-voltage, ultra-competitive keywords in your space. The time, monëy and effort you need to spend to rank well for them will probably give you a rotten ROI (most folks don’t have a business model that can yield a great ROI from these shark-infested waters).

Instead, go for the keyword sweet spots… the unexplored territory of largely-ignored keywords.

They’re much easier to rank for. And the traffïc they drive is more targeted and easier to convert.

The traffïc that only one of these sweet spots drives may not seem like a big deal. But, rank well for a LOT of them and the targeted traffïc can pile up quickly.

That’s it for now.

I’ll talk to you soon!

About The Author
Article by Damon G. Zahariades. To get immediate access to your free Special Report, “The 5 Critical Elements To Creating A 6-Figure Income Online” visit

Google Revenue Jeopardized by Keyword Case

Searching for Edina Realty on Google returns a top-of-the-page sponsored link run by, and Edina Realty has sued the advertiser over use of its trademark.

Even though the lawsuit involved Google and keywords, for once no one has shown up at the Googleplex bearing warm greetings and a stone-cold subpoena. In Edina Realty, Inc. v., Marquette law professor Eric Goldman has blogged that the case equates keyword purchases to trademark infringement.

“That’s what makes this case significant. I think this is the first case substantively analyzing a purchaser’s liability for buying a competitor’s keyword,” he wrote in his post. purchased keywords like “Edina Realty” and several variations, including misspellings, on both Google and Yahoo. Yahoo recently changed its policy for trademark purchases, restricting them to being eligible for purchase only by the trademark holder. Google does not do this.

Along with the keyword purchases, also indulged in placing hidden text on its site, Goldman noted. Phrases like “Edina Realty information presented at” were hidden as white text on a white background.

The impact of the court’s initial ruling that the purchase of keywords, though not conventional, is a use in commerce, could have implications down the road. Goldman believes a couple of key points arose from the ruling.

Read the Full Article

About the Author:
David is a staff writer for WebProNews covering technology and business.

Domain Name Insanity – Does Your Name Really Matter?

By Matt DeAngelis

Your domain name is the .com, .net, .org or some other dot something that people use to get to your web site. is mine.
A group of investors headed by Jake Weinbaum (the guy behind Disney’s paid $7.5 million for the name back in 1999, aiming to make it a showcase B2B site. According to their own press they have succeeded. Yes, it’s a terrific name – short, sort of descriptive and easy to remember. There’s some cachet there, but is it $7.5 million worth? That cäsh could have bought a lot of promotion or branding for whatever name they could have had for ten bucks, or a hundred, or two hundred grand.

Each year for 15 years The first $500K in profït goes toward amortizing the cost of that domain name. That could also pay for a terrific affïliate program, a truckload of banner and PPC advertising, and a nice BMW lease for Mr. Weinbaum (who probably doesn’t need a BMW).

But the thing has set off a wave of domain name speculation that staggers the mind. People are snapping up domain names and ransoming them off to wide-eyed entrepreneurs with business plans and dreams of riches. Being a hardc̦re capitalist I am torn about domain name speculation РI am tempted to applaud the person making a buck by getting there first and grabbing up the good names, but I am annoyed at the restraint of commerce that takes place while someone negotiates with one of these guys to get the right name.

So if I look at the top 50 websites on Alexa, most of them should be easy to remember names, right? Wrong. I would argue that only one,, is an easy-to-remember name that describes what the site is about.

I keep hearing that the reason these so-called generic or descriptive domain names are so valuable is that some people just type domain names into the address bar of their browser rather than using a search engine. This fact seems to be intuitively false. I find it hard to believe that someone looking for information on a particular business would type in Furthermore, if I look at the top 50 websites on Alexa only one,, is an easy-to-remember name that describes what the site is about.

I wondered how many people actually type in their address bar (address bar?) instead of using a search engine anyway. I didn’t find the answer, but Jupiter Media tells me that 64% of people looking for something use a search engine

That means that 36% of people use something other than a search engine. What makes me believe that people typing stuff into their address bar doesn’t happen much is this simple fact…of the people using search engines last November, 43% searched for common websites like Ebay. In other words, instead of typing in, people Googled Ebay and clicked on one of the results. That is absolutely hysterical. And totally believable.

What do all these facts mean? They mean that as far as getting the person there the first time, everyone starts off on the same square. If your domain name can get the minority of people who just type into their address bar to your website without a search engine, it’s worth more than someone who can’t.

Hëre are some of the legendary domain name salës in the past several years, according to Zetetic:

Amount Year Domain
12,000,000 – 2006 –
7,500,000 – 1999 –
5,500,000 – 2003 –
5,000,000 – 2002 –
5,000,000 – 1999 –
3,500,000 – 1996 –
3,350,000 – 1999 –
3,300,000 – 1999 –
3,000,000 – 1999 –
3,000,000 – 1999 –
2,750,000 – 2004 –

All of these with the exception of (computer networking) should get address bar traffïc, because people who type will type in the descriptive names – if I’m looking for sex-related stuff, I’ll type in Where my mind gets boggled is in ROI. If you’re selling something on that nets you $25, you’ll need to sell 200,000 of those George Foreman grills just to pay for your domain name.

It also dawned on me that if you pay $12,000,000 for, the frëe publicity generated is probably also worth millïons.

So nöw everyone gets dollar signs in their eyes and thinks they can make a million with their domain name. Hëre are some examples of asking prices from Ebay:

Domain Amount – 7,000,000
(yes, that’s a 6) – 3,500,000 – 1,000,000

What does this mean for you? Well, there’s some good news and some bad news. Remember back a few paragraphs when I said that everyone starts on the same square? That’s really the good news. You can choose a pretty good domain name, put together some terrific content, employ some simple Search Engine Optimization and buy some keywords or exchange some links and you have a pretty good chance of getting people to your site the first time. Since most of them are coming via a search engine they’re not going to notice your domain name until they get there anyway, so your domain name means the same thing (nothing) to the majority of people using the search engine.

One last thing: if you’re hoping to be close to the top in the search results (the so-called organic SEO), having your keywords in the name of your website gives you a huge boost. For example, if you’re looking for affïliate blog, we will be in the top five search results. In this case, Google ignores TLD unless you tell it otherwise. will come up before us because their pagerank is higher (that’s a discussion for another day). So if you think getting near the top of the organic search results is more important than having someone type your name directly into the address bar (and you very well could be right), then grab or I’ve done it, and I’ve suggested it to others.

Once the user comes to your site the name just needs to be memorable enough so they type it in to get there the next time. Or they may forget and Google you again. I do it every day. No matter how great your name is, if the content is lousy they won’t come back anyway.

So should you buy a domain name? I don’t know – I bought this one. And I made honorable mention in the Domain Name News for the price I paid ($2500). I bought the name because I liked it, I liked the number of incoming links to it, and I felt comfortable paying for it. I’ve nevër paid more than a couple hundred dollars for a domain otherwise, and I have more than 200 of them. My favorite by far is, which I just bought for $25. I have a pretty terrific idea in mind for Blozzo too.

I would try to come up with my own name before I bought someone else’s. Hëre are some tips:

1. Try to go with a .com. It’s the name everyone associates with the Internet. Any other Top Level Domain (TLD) like .org or .net is just going to confuse people, unless it sounds better than the .com. For example, if you are about networking or a network, a .net is more natural. If your site is informational, you should use .info if it sounds okay. One of my favorite $10 domains is I think it sounds good. Hands down the most ingenious use of a TLD is, the social bookmarking site. The use of the .us TLD is absolutely brilliant.

2. Leave out the dashes and meaningless numbers. If it’s a choice between, and, take the .net. No one remembers to put the dashes or the numbers in, unless they are an integral part of the name like or

3. Use the fewest letters possible to describe what you do. I own Purple Monkey Media Group. would have been perfect. It’s taken, of course. was not. I grabbed it. I could have taken, but it would have been too long. Remember, every additional letter is a potential typing errör.

4. If you have a domain name that needs to be reinforced, get a good logo and sprinkle it liberally on your web site, along with some slogan that will reinforce the name in people’s minds. You would be surprised at how inexpensive this can be.

5. If you can save a few bucks with your own domain name or by buying a cheaper domain name, do it, and use the monëy to get yourself placed higher in the search results or Adsense placement.

6. If you can’t come up with a descriptive domain name, go the other way. Depending on your site’s focus, pick a memorable short name that will stick in people’s minds, get a great logo and include the name prominently in your advertising and marketing. It’s called branding, and it’s tried and true.

7. Ask your wïfe, friend, boyfriend, husband, dog, lawyer, associate, Mom, Dad, cousin, uncle, Police Chief, blog writer. They’re smarter than you anyway, and they are going to be the one looking for the site, not you. Some of my best ideas have come going to or from somewhere with my wïfe and just brainstorming.

Here’s the bad news: it may take you a while to come up with the right name. There’s more good news though – in the real world most domain names sell for $1,000 or less.

Can’t get started? – Go to a site that sells domain names, and put in a word that describes your business. See if the name is taken (it probably will be). Open your word processor or go to and put the word in. Get a few more words. Chëck those. If there’s a .com available and it looks good, grab it. If not, add the word site or blog or online to your word, and see if that works. Don’t wait. If you think it might be useable, spend the $9.00. I came up with I liked it. I decided to think about it some more. Someone grabbed it that afternoon. Just chisel loose the nine bucks (or less) and buy the domain.

If you want something a little more sophisticated there are several sites that are good for helping you come up with a name, like DomainsBot and Nameboy.

If you draw a blank, go over to Sedo or Afternic and see what’s for sale. Search for a word that describes what you think people will associate the name of your site with, and see what pops up. That may give you some ideas.

These sites and more can be found in Tools section of

Domain Name Journal tracks domain name salës. Going there is always fun.

About The Author
Matt DeAngelis runs Matt is the former Chief Technology Officer of Modem Media, a pioneer in the Internet ad space. As a foot soldier in the Internet revolution, Matt devised the technology behind ad campaigns and online presence for a good portion of the Fortune 100.

Adwords Addresses Click Fraud Suggestions

Google’s Shuman Ghosemajumder, Business Product Manager for Trust & Safety, provided answers for some common questions about click fraud after Google disclosed it was nearing a settlement in a lawsuit filed against it over the problem.

For one thing, Google isn’t going to tell how they detect invalid clicks. Ghosemajumder noted in the Q&A posted at the AdWords blog that a lot of smart people developed the methods and technology used in tracking those down. “Doing so would make it easier for fraudsters to try to defeat our systems,” he said.

Google also sees a problem with all invalid clicks being called fraudulent. Many clicks happen due to other causes, like someone double-clicking on an ad. While Google can identify a click as invalid, it is “practically impossible to “prove” that an impression or click was caused by deliberate deception,” Ghosemajumder said.

There is a wide discrepancy between how much activity is believed to be invalid versus how muchreally is not valid. Ghosemajumder dismissed a report used in some places as a source for a click fraud figure of 30 percent.

“When invalid clicks are detected after an advertiser is charged, we reimburse for them. Because of our detection efforts, losses to advertisers from invalid clicks are very small,” Ghosemajumder said. He also claimed that while some invalid clicks make it past Google’s defenses, they believe that amount is very small.

Two issues come to mind when considering these questions and answers. First, Google does not provide numbers to back up their contentions. The lack of transparency frustrates not only its advertisers, but also its investors. Google has plenty of motivation to continually improve their system for defeating invalid clicks, and will continue to do so.

The other issue is the marketplace. The lack of transparency has begun to open a market for products that claim to be able to detect fraudulent clicks and clicks resulting from ad campaigns that need to be fixed. I spoke with a marketing executive from a well-known firm offering such a solution, and he flatly refused to answers questions regarding how much click fraud versus problematic clicks may be taking place based on his firm’s research.

That was unfortunate because it could have shed some more light on the issue. But it could also indicate Google’s claims are correct, and click fraud is a small portion of invalid click traffic. Definitely not small enough to avoid a $90 million settlement for its click fraud case, though.

About the Author:
David is a staff writer for WebProNews covering technology and business.

SEO for Traffïc with Content vs. Ranking with Links

By Joel Walsh

How do you grow your search engine traffïc without adding a single new link or making any changes to your existing webpages?
It’s simple. Just add content.

Simply having keyword-optimized pages of content on your site won’t rank you high for competitive search engine keywords – that’s a fact of life. But keyword-optimized content can really bring in the traffïc for low-competition and unique keywords. The low-competition and unique keywords are typically longer multi-word variants of the keyword. For instance, instead of “search engine ranking,” “ranking for search engine traffïc niche keywords.”

If you have lots of pages of optimized content–and you optimize well – all the search engine traffïc from these low-competition keywords will really add up. Plus, you’ll usually get more repeat visitors and type-in traffïc, too.

Just picture this realistic example of traffic-building with content vs. ranking-building with links. Company A invests $5,000 for link-building in order to rank for a competitive keyword. Company B invests the same amount, only in content. Company A and Company B: each start out on equal SEO footing: equally old websites with the same amount and quality of content, same content management systems, the same PageRank and quantity, quality, and relevance of inbound links.

Company A’s research reveals that $5000 is just the amount needed to get on the first page of Google for a target keyword that should deliver 100 unique visitors per day if the site ends up in the first position. They dutifully get inbound links optimized for that keyword, following all SEO best practices. Three months and $5,000 later, the site is stuck somewhere toward the bottom of the second page of Google search results for the target keyword. Six months later, they’ve actually sunk a bit lower in the SERPs. The good news is that the site is getting some traffïc from the links built and from the lowly search engine position, but nowhere near the 100 visitors/day they were hoping for from search results.

Company B, meanwhile, had content written around a long list of keywords with little or no competition in the search engines, using up-to-date search engine copywriting techniques. They’ve been enjoying a growing stream of visitors to their site almost since the first page of content was added. Three months later, the site’s search engine traffïc has grown by a hundred unique visitors per day, or 3,000 per month. Moreover, Company B’s repeat visitor traffïc has also jumped. Type-in traffïc has increased, presumably as visitors forward the URLs of useful pages to their friends. Page views are up, too, not only from more repeat visitors and type-in visitors, but also from first-time search visitors staying longer and browsing more pages. Six months later, the website’s content has built a loyal following on the net, generating even more repeat visitors. The search engine traffïc is as good as it ever was.

What happened?

Pitfalls of Link-Building for Search Engine Ranking

Company A thought it had a fairly sure thing: build enough optimized links for the keyword, taking care not to trigger search engine penalties. Yet as they’ve discovered, there is no sure thing when it comes to search engine rankings:

Over-optimization penalty minefield. The search engines, particularly Google and Yahoo!, are very risk-averse when it comes to ranking sites well for competitive keywords. On the whole, they are perfectly willing to risk dropping several good sites from top rankings in order to try to keep one bad site out. They are constantly tweaking their algorithms to identify sites whose link structures are not indicative of a quality site. In the process, plenty of good sites with good SEO also get swept up. This risk of failure is the inherent risk of SEO. True, most of the time, a good site with good SEO does move to the top. But in a large minority of cases, quality goes unrewarded.

Competition and the moving target. As Site A was moving up the search engine results for its competitive target keyword, so were the other sites. There is no rest for the victorious when it comes for SEO. The top sites for highly competitive keywords are constantly building new optimized links. That’s why any SEO effort has to aim to do at least ten percent better than the site currently in the position it’s targeting.

Lack of keyword diversity. Too often, websites with modest SEO budgets (and $5,000 is modest when it comes to a competitive keyword) aim for just a few keywords. Given all the potential pitfalls of an SEO campaign, you need to be going after ten or more target competitive keywords, and at least another ten related but less competitive keywords. That way, failure for a few keywords won’t scuttle the whole project. Meanwhile, search engines look for diversity in targeted keywords, so you get much more out of targeting a largër group of keywords. If you can’t afford to do this, you’re really better off not going after competitive keywords. Sure, you might get those rankings. But what happens if you’ve spent your budget and still have little to show for it?
Meanwhile, the fundamental advantage of pursuing low-competition keywords is that, by definition, it’s much closer to being a sure thing.

Advantages of Web Content SEO

Greater certainty. Not only is a page of content extremely likely to bring in search engine traffïc — unlike the similar investmënt in links — it won’t suddenly disappear. The sites linking to you might stop anytime, or do something to stop links’ passing search engine value (such as adding the “nofollow” tag or switching to a search-engine-unfriendly content management system).

Cost. Traditionally, copywriting has been more expensive than link-building. But that’s changed. As “nofollow” link-Scrooge-ry becomes more and more common, and as paid and reciprocal links get downgraded, the real cost of obtaining quality links increases. Meanwhile, the copywriting market has increasingly adapted to the needs of search engine marketing. To get a search engine visitor, you don’t need a Pulitzer-prize winning essay or a killer salës letter. You simply need highly focused, readable, keyword-optimized, information-packed pages of around 250 words each — and more and more copywriting and SEO firms are delivering this service cost-effectively. Blogs, meanwhile, let you and your employees add content easily. Bulletin boards (modified to be search-engine-friendly) let site visitors add content, too. In fact, “natural content” from blogs and bulletin boards is now much more viable than natural link building.
In conclusion, when you look at SEO, don’t forget that your number-one goal is not to rank high for a certain keyword, but to get more search engine traffïc. In some less competitive sectors, high rankings may still be a realistic and effective proposition. But increasingly, ranking high for competitive keywords is no longer the best way to get traffïc.

About The Author
Joel Walsh is a professional in the fields of copywriting and SEO who has recently launched, an SEO firm.

Choosing Keyphrases – “Alloy Wheels” vs “Brand Model Size Alloy Wheels”?

Or – Generic vs Specific. Or – Quantity vs Quality.

There is often a misconception with people new to the world of search engine optimisation that you should be aiming to feature for the most generic phrase that garners the largest number of searches for your particular industry.

Although there is some logic to this thinking, nine times out of 10, it is simply not the right approach.

At WNW Design we try to educate our clients as to why it is better to get small numbers of visitors that have searched for more specific phrases, rather than to get a large number of visitors for the most generic phrase.

Let us take an example of one of our existing clients, They sell a wide range of alloy wheels. Obviously they would like to feature highly for the phrase “alloy wheels” as this phrase gets a large number of searches per month across all the major search engines. In fact, at time of writing, they are in positions 17 & 18 on a Google search for alloy wheels, position 9 on a Yahoo search and positions 1 & 2 on an MSN search.

These results are good, but when we look at their statistics, we can see that this is not where they get most of their alloy wheel related search engine traffic.

Alloy wheels search phrases graph

In the month of December 2005 they received a total of 1003 visitors that had searched for the generic phrase “alloy wheels”, however, this is only 10% of the number of visitors they got from more specific phrases based around alloy wheels (10,062 visitors).

So we can clearly see that featuring for the most generic phrase is not the be-all and end-all of getting large amounts of traffic.

There is also another advantage in getting visitors that searched for more specific phrases. Let’s consider which stage of the buying process a visitor might be at when they visit your site. Obviously they are interested in your products or services, otherwise they wouldn’t have been searching for them.

But if the visitor has searched for the generic phrase (alloy wheels) then there is a strong likelihood that they are in the very early stages of the purchasing process. They don’t know what brand or model they are interested in, they may not know what size they are after or they may even just be looking for information.

If the visitor has combined the generic phrase with one or more other, qualifying words (“bk racing alloy wheels”, or “alloy wheel packages”) then we can immediately tell that they are a more targeted visitor. They know which brand they want, or what size they are after. These visitors are therefore going to be much more likely to turn into customers.

It is a fair assumption that the more specific the phrase, the more targeted the visitor is going to be and the more likely that they are going to make a purchase or an enquiry.

So when concidering the key phrases you want to optimise for, try looking for a larger number of more targeted phrases. Not only will this result in larger numbers of visitors, but in all likelyhood, will result in a larger percentage of your visitors turning into customers.

Website Submission – A SEO Specialist Shares His Secrets

By Robert Fuess (c) 2006 Spiderweb Logic

Many of you have heard of submitting your website, but what does this really mean? What places should you really submit your website? What about submitting to thousands of search engines and directories through some website promotion service?

What Pages To Submit:At the minimum, you should submit your home page. Many search engines will promise to find and crawl the rest of your website automatically (in their own good time). But if they don’t discourage you from doing so, I would submit several of the important pages in your site. For example, a site map is definitely something I would want to submit, since it should have direct links to the rest of your website.Also, if I get another webmaster to link to my website, I like to submit that page as well. I want the search engines to recognize that this resource has changed – it has a link to my website and I want the credït for it.

What To Prepare:

For the search engines, I would make sure that the website is properly optimized. At a minimum, I would do double chëck the meta-tags to ensure that the title, meta-description and meta-keywords properly describe the web pages and have some of my desired keywords in it. I would also run a website validator on the pages I intend on submitting – to keep the search engine spiders from choking on my website. For more information on optimizing a website for the search engines, go to

For the directories, I would normally prepare some commonly requested information. This really helps to speed up the process. I normally use a generic text editor like Microsoft Notepad and save the following data before I go and submit to the different search engines and directories. This enables me to use copy and paste.

This should have:

  • Your email
  • Your website url
  • A good title for your website
  • A description for the website

Since Yahoo will allow you to submit a list of URLS that are in a text document (or an RSS feed) I would encourage you to prepare one to help them out. These should be at the root directory of your website and be updated whenever there is a change to your pages. That way you can just submit the location of the RSS feed or the text file and let Yahoo use that to find the rest of your pages. It is a nice time saver. Personally, I like using an automated RSS feed since Yahoo can use it to determine when the last changes occurred and decide what pages to re-crawl first.

(If you don’t know what RSS is, hëre is a great article on it:

Google uses a similar technology to help it find all of your web pages. It is called a “Google Site Map”. That is the subject of another article. I wrote one that has a lot more info on the Google Site Maps, for when you are ready to build one. Google also has a special way to submit these. Just follow their instructions. If this is too complicated, contact a webmaster or a SEO specialist who is familiar with this feature.

Where To Submit:

I would recommend submitting your home page to the major search engines individually, at least initially. However, there are several services that do groups of them for you – and is a big time saver for the rest of your site. The following is one of my favorites: I have always deselected Google, though, since I submit to them manually through the Google website. I submit my web pages to the following search engines manually (without a special tool) just to ensure that it is done.

You will need a Yahoo account to submit to the Yahoo search engine. And don’t fret if you don’t see immediate results. Your site should normally exist in MSN within about 6 weeks, in Yahoo in 8-12 weeks, and in Google within about 3 months. (You will not likely get much search results from Google for the first year though – but hold out and keep working on the other tricks. In the long run, Google will normally give you about 60 – 70% of the search engine traffïc if you follow these methods.)

Also, if you have the Alexa toolbar installed, navigate to your website and clïck on the “info” button on the toolbar. Then you will have to fill in information about your website. Once this is registered, you will start seeing how your website’s Alexa rating looks. There have been some rumors that Google considers the Alexa description in its searches – so make sure it is relevant to your website as a whole and has at least one of your keywords.

You should also submit your website to DMOZ. This is a massive directory that is republished in several other websites. It is managed by humans, and is therefore considered to be of special relevance by other search engines. I strongly recommend reading all their rules before submitting – and follow them closely. Make sure that you try to get listed in only one category – the most relevant one for your business. It can take a month or two to get listed, but it really helps with your backlinks and overall relevancy as a website.

After DMOZ, hëre are the most important list of directories to be listed in.

  • Yahoo Directory website submission ($299 annual fee) 
  • website submission ($199 annual fee) 
  • website submission ($49 annual fee) 
  • Best of Web website submission ($40 annual fee) 
  • website submission ($40 lifetïme fee) 
  • website submission ($40 lifetïme fee) 
  • JoeAnt website submission ($40 lifetïme fee) 
  • Tygo website submission ($40 lifetïme fee) 
  • website submission ($40 lifetïme fee) 
  • website submission ($25 lifetïme fee)

If you haven’t used directories before – try browsing these before you fill out the förm to submit your site. They are organized by category. You need to find the most relevant category to put your website before you start to fill out the förm for each of these. Have a pen and paper as you browse – and write down directory paths of where you want to be.

Being in some directories just adds some good backlinks. (When another webmaster links to your website, this is considered a backlink.) Others, like Yahoo and DMOZ, tend to get some special relevance to certain search engines. After you get familiar with these well-known directories, look for niche directories that are specific to the type of business your website is about.

There are specialized directories that focus on a particular category of links. These can be valuable – you will just have to do a bit of searching to find them. These may be considered as part of your overall strategy.

Being listed in a search engine doesn’t guarantëe that you will have a good ranking – this is just the first step – letting them know that you exist.

If You See An Offer To Get Listed In Hundreds Of Directories And Websites Automatically – Beware! Many of these will list you in hundreds of FFA (free for all) sites. These sites are considered SP@M by search engines and I would strongly encourage you to avoid them. Did I mention to avoid these? Chëck out what Google has to say about these. They may get you quick backlinks, but they are from the “wrong” type of site. These are just a list of sites – and they stay there temporarily. Only the latest 100 submitted or so are displayed there and you need to be resubmitted regularly to stay there. Few humans use this – it is just a linking game to trick the search engines about your popularity (and search engines don’t like it). Don’t bother.

To Wrap It Up:

Get backlinks – but avoid FFA sites. There are some important directories, but being listed in “Thousands Of Websites And Directories” is likely a promotional trick to get you listed in FFA sites. The most important backlinks are from web pages with content related to your website and those that your customers visit. If it isn’t likely to draw your customers, it may not be very important for your website traffïc.
About The Author
Robert Fuess is a veteran website designer who specializes in making dynamic search engine optimized websites. |

Robert Fuess is a veteran website designer who specializes in making dynamic search engine optimized websites.