Produce fresh content so google frequently crawls

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Unformatted text preview: r they can access and therefore crawl parts of your site Be aware of rel- “nofollow” for links- combats spam Notify google of mobile sites Guide mobile users accurately Cloaking- an attempt to boost search result rankings by serving different content to Googlebot than to regular users Promote your website in the right ways Make use of free webmaster tools Hubspot’s An Introductory Guide to Paid Search • • • • Search Engine Marketing (SEM) is a term used to describe the various means of marketing a website via search engines Organic search- based on unpaid, natural rankings determined by search engine algorithms Paid search- you pay a fee to have your website displayed on the search engine results page (SERP) when someone types in specific keywords or phrases to the search engine o Fee is based on clicks on or views of these ads Most click on organic- use paid if organic isn’t working • • • • • • • • • • • • • • • • • • Paid search is not a replacement, should be used as compliment of other strategies A/B testing- having a paid search take user to two different destination URLs Google AdWords- generates a Search Terms report that displays all of the keywords for which your ad has been displayed Paid search campaign- keywords, ads, and landing pages o You tell Google list of keywords o Design ads for these keywords o When viewers click, the ads direct them to landing pages Pay per Click (PPC) Bidding- pay when people click ad CPM- pay per impression- this is worse To determine price, there is first an auction o Lowest of these bids is used as the price for the least valuable spot on results page o Each spot going up in value is priced at an incremental dollar value higher Google then determines a quality score for your ad based on relevancy – scale 1- 10 Keyword Match Types o Exact match- only comes up if the exact same phrase is searched o Phrase match- display if search term contains the same order of words, but can also contain additional words o Broad match- display when...
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