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Search Marketing Tips
20 Oct 2004 by Matthew Linderman
Debbie Weil is at MarketingSherpa’s B2B Lead Gen Summit in DC and offers these bits from the conference:
On search marketing
The longer the phrase you use in selecting keywords (3 words or more) for your Google AdWords campaign, the higher the conversion rate. Search engine crawlers love site maps because they contain keywords and information about your entire site. Don’t use the words Click here as a hypertext link if you can be more descriptive (e.g. Link “More information about business blogs”). And for better Google AdWords results, capitalize your URL in your listing (www.TravelCenter.com, not www.travelcenter.com).
On breaking content into chunks
200 - 300 words of visible copy works best on a Web page. A year ago, the wisdom was 700 - 800 words. So if you’ve got a lot to explain about a topic, break it up into chunks. One page (one unique URL) per sub theme.
3 comments so far (Post a Comment)
20 Oct 2004 | Darrel said...
Dont use the words Click here as a hypertext link if you can be more descriptive (e.g. Link More information about business blogs).
A great example of where being more accessible to people makes you more accessible to google.
200 - 300 words of visible copy works best on a Web page. A year ago, the wisdom was 700 - 800 words.
What is that based on?
20 Oct 2004 | mark said...
its all irrelivant without backlinks - thats the (current) key to success.
mark
20 Oct 2004 | wayne said...
It is not just about volume. Having text in a link that includes a keyword phrase related to that of the page it links to is considered as valuable as 100 "click here" links.
200 - 300 words of visible copy works best on a Web page. A year ago, the wisdom was 700 - 800 words.
This was something that I noticed after the "Florida" update this time last year. Longer pages with huge paragraphs have been struggling more since that time. On the flip side, pages with lists have been performing slightly better than before.
