How often do you look at your site?

Many smaller companies make the mistake of focussing intensively on their website while it is being designed and set up, only to practically ignore it for months or years until they decide it needs updating. Larger or more internet-savvy companies, will be constantly analysing the performance of their website to ensure it is ‘earning its keep’.

We always consider a website a work in progress – it should be continually evolving with fresh content as well as being marketed on other sites to gather new traffic. A good website is a business tool like any other which needs to be bringing in new visitors and converting them to sales, and it can’t do this unless it’s up-to-date.

Of course, the larger companies will have a dedicated department, or team, who can concentrate on the website, write new content, design pay per click campaigns and comment on other people’s blogs. Smaller companies may feel they have neither the time nor the manpower for this kind of effort. However, when you consider the website is a sales tool which should be increasing your revenue, you will probably decide it’s worth the minimal effort needed to keep it actively earning you money.

So what should you be focussing on? It does depend how much time you can give to the project, but as a guideline, you should spend most of your time adding original content (adding a blog to your website is the easiest way to do this) and then binging Google to let them know your website has new content. Content that is interesting and thought-provoking will encourage people to bookmark the page on a social bookmarking site, and if you manage to write about something slightly controversial, you could have loads of people talking about (and linking back to) your blog.

Ikroh SEO

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

What is a Click? What’s an impression? And why are they important?

ppcAs far as Google AdWords is concerned, a click happens when someone sees your Pay per Click ad and clicks on it. An impression occurs when someone enters one of your search terms into the search engine, and your ad appears.

This difference is crucial as you aren’t charged for an impression, even though the person searching the internet may have seen the ad. You are only charged for actual clicks. If you are targeting the right keywords, and your advert is correctly worded leaving potential visitors in no doubt about what you offer, this means that you can be sure the people clicking through to your site are interested in your product or service. You already know they were searching for one of your keywords, and as your ad explains it further, effectively your site has less work to do to convert that visitor to a customer.

Even though you only pay for each click through (Cost Per Click), it is important to keep track of the number of impressions, as well as the number of clicks. If you have a consistently high number of impressions with a low number of clicks, you may need to rethink the wording or placement of your ads. Adjusting the time of day it appears, specifying a longer keyphrase, or rewording your ads can help boost the click to impression ratio.

Ikroh SEO

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.