Search Engine Optimization Book

Chapter

7

SEO BOOK

Monitoring Results

Search engine marketing is an ongoing process which is never really done.

You should reserve some time each month for viewing the competition and working hard to create new ideas to help spread your popularity.

The web grows with or without you, so if you are stagnant then you are falling behind.

When Results Don't Show

Think Big:

With pay per click or regular search engines you should always be looking to improve your bottom line. Hosting has gotten so cheap that more traffic does not usually cost much more money. Most people rarely come near their limits. Pay per click advertising it is the same thing that Don LaPree preaches with his newspaper ads, except that it is way more trackable and has faster feedback loops. You find something that is marginally profitable and repeat it many times over. Keep refining the ads and increase profit margins.

The Value of Large, Reputable Serivces:

Sometimes results never show up. That is why it is important to stick with the

larger pay per click search engines when you use them. If you start using small

ones you not only have to spend more time managing a ton of accounts, but you may also be buying traffic which is only machine generated. The things you need to focus on are your site, your ads, and your conversions. It is easy to lose focus of the big picture if you are trying to maintain 25 accounts.

Why Isn't It Working.

With regular search listing it takes months of optimization and gathering links to list well. If your site does not list at all after a month or two (especially for really focused terms such as your own domain name or domain string), then it indicates a problem. You have either not created enough inbound links for the search engine to find you, or you are being penalized for spamming, or you do not know how to find your site, or have technical problems with your site.

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