Shall we say that we’ve set up our site for a local enterprise, we’ve got our default page and we’ve got services and testimonials page and the Talk To Us, and we assign one of the website keywords for every one of those pages that we’re looking to optimise. As a part of our small business internet marketing plan, we would like to ensure that all the links that we’re building back to those pages all link back saying the right thing.

A dentist, to give an example, is a client that we’re working on, having a look at his website here, now I’m handling more so the SEO side of things here. By the way, we have SEO services review that you can check out for reference. I haven’t actually got to start working with the on page conversion and that type of thing, but using his navigation up the top here, I’ll change to some different tabs.

If we look at the title tag, one of the website keywords that I’m actually going for this particular page is dentist Prahran. So each one of these pages has a keyword that I’ve selected for it and then what I do is, using a whole lot of different sources, I’m building a whole lot of links back to this website using dentist Prahran as the anchor text back to this website.

Not all links are made equal and the plain fact of the situation is, you can rank for any keyword that you wish to go after. It actually is a game of looking what the competition is doing, reverse engineering what they are doing and then staying a step ahead of them.

We use Market Samurai. That’s a keyword search tool where you can type in a particular keyword and find out how many back links, how many links back to their website your competitors have. What you do is just make sure that you get a few more links than them. So the aim of the game, which I say too any internet business coaching, is to look at what your competition is doing and then just be that one step ahead.

You need to do that calculation in your head then, to figure out whether or not it’s worth it, whether you are going to get a good positive ROI for building numerous back links back to that page. I had, for instance, a $17 e book about mortgages and I am attempting to rank for mortgages, a superb high competitive phrase. I might look at the competition and they’ve got 10,000 back links or something like that.

I say, right, I better start building these back links. Say with the correct website keywords Even I go to the effort and the cost of building those back links, even though I do get to number one, what quantity of money could I most likely make out of a $17 e book sale? Not that much. Our competitor who is selling mortgages, the value of that lead is worth so much for him because folk bid up to $100 per click the AdWords for this mortgage. They can afford to do that because the value of that customer could be $3,000 or $4,000 or $5,000 on the back-end.

Let’s talk about AdWord campaign and managing this on a long term basis as part of any small business internet marketing. There are three things you want to manage for. These are the elements that make up the quality score. The first thing is the landing page quality. Then, there is relevance and click through rate.

One little sneaky trick is that if you’re bidding for the term, for example, Hampton physio and you’re already ranking number one in SEO for Hampton physio, you can’t get a better landing page quality. Google already says in their other algorithm, which is very similar to the AdWords algorithm, that this page is the best site they can find on the web for the term Hampton physio.

So if you’re sending AdWords traffic to that, Google has to offer you a ten over 10 because it is the best page they have on the web naturally, so naturally it is going to be the best page they’re going to show for PPC. You mostly want to attempt to refine that so your AdWords match the selling page.

You don’t wish to bid for back pain, physio, chiro, hurt knee, hurt ankle and send them all to the one page, as it is that one page, one purpose methodology from the viewpoint of an SEO services review, from a conversion point of view and from an AdWord campaign point of view. If Google see that you’re bidding on a keyword, the keyword’s in the ad somewhere and the keyword is on the page. It will reward you for that. That is essentially what the relevance thing comes into.

So split testing your adverts, having one or two adverts running at any given time is important because it will help your click through rate. One thing that we do as SEO specialists which is a little bit of a trick from a split testing perspective, not only for AdWords but also for split testing even with direct mail and so on, we do an AAB split test.

So if we have got an advert group running, we’ll run 3 different ads in that group. What we’ll do is A1 which is the first advert, we’ll literally duplicate that precisely. So if we have got a winning ad that’s winning right now and it’s getting a click thru rate of 10% or whatever it might be, we’ll run that ad twice, identical in the same group.

Then we’ll run a B2 which is the competitive one. So what will happen over the course of time A1 is going to get 33% of impressions, the identical one will get 33% and the last, B2 will get 33%. So all you’re doing is risking 33% of your impressions on a testing ad as far as AdWord Campaign is worried. You know this is working, you know what kind of % it is getting. If you run 2 of these adverts you are running, 66% of the impressions are getting the ad that you know works. You’re only risking 33% of those impressions on an ad that can bomb and can be dead.