Have you been utilizing Bing search ads only to find that you have a high “bounce” rate of customers who visit your homepage without delving deeper? Or perhaps you find that your customers view a couple of pages, but ultimately don’t convert. Perhaps they are not seeing the offers that relate the most to their wants and needs? For example, if you’re a clothing retailer, you’re going to attract folks who only shop the clearance racks, and therefore a link that goes directly to your “clearance” page, may prove helpful. Or you may want to give men and women the option to link directly into their respective clothing categories so they don’t have to dig for the styles that fit them most. Now there’s a way to easily streamline specific URLs in Bing Ads.
For those new to the SEO and Internet Marketing world, you may be wondering what all this talk of link building is. We all know what constitutes a link, but how exactly do you “build” them? And why would you want to? To all the newbies out there that are pondering these very questions in the quest to increase web traffic and see higher search engine rankings, you have come to the right place. Here is your “Newbies Guide to Link Building.”
Ask any advertiser if they use geo-targeting in their search campaigns, and chances are they will say that this feature is extremely important to them. Reaching a relevant audience is key for any search campaign, and filtering potential customers by their geographical location is a great place to start. It’s not a secret that many AdWords users are utilizing the service. However, as one of those advertisers, I must ask, are you getting the return that you want and need?
As the tired phrase goes, “Content is king.” At its best, the phrase conveys the importance of fresh, valuable content to a website’s marketing efforts. Lead with great content, and a whole host of benefits will trickle down.
At its worst though, “Content is king” conveys an unsavory implication: a self-entitled monarch who is beholden to no one; whose existence presupposes the idea that there might be a different, better way of doing things. Ever try to depose a king who is underperforming? Many companies have faced that challenge, and come up against the “Well, that’s the way we do it” argument.
A more useful analogy is “Content is president.” Content is elected on the promise of its virtues, and remains in place base on how well it performs. Unlike a king, you can vote out bad content. Good content should be the content that you’d re-elect – not based on tradition, but on success.
So how do you create content that resonates with the constituents? Whatever your political stripe, it’s all about the pairing the message to the audience based on where they are in the sales process.
Brynna Baldauf and Daniel Dannenberg of Vertical Measures have a conversation about content.