Too Many Damn Acronyms - Stop Buying Your Traffic and Start Earning It

8/14/2019 Too Many Damn Acronyms - Stop Buying Your Traffic and Start Earning It

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*Too many damn acronyms

STOP BUYING YOUR TRAFFIC AND START EARNING ITby Brad Schwarzenbach and Josh Cole


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2Debunking the Myth of Paid Search(contnued)

Paid search buys are really really good at making traffic arrows point up. However, that

traffic is hollow.

Users are looking for a reason to stay, and you need to make a good first impression if you

dont want them to move on. There are plenty of other sites on the web; how are you

making yours different? What are you doing to make them stay?

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3The New, Audience-driven Strategy (contnued)

Owning the category discussion for a product or service is a much more effectve way of

approaching search relevance.

Are you trying to own your company name on Google by paying for it? Or by loading up the

keyword volume with your name? To become more relevant, try using broader terms in

your SEO actvites that more closely would answer a queston posed in a search engine.

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Summing UpAcronyms and Acton Items

SEM, CPC, CPM

Paid search is great for making traffic arrows point up but is poor at engaging users for the

long term.

Acton: Rethink this spend.

SEO, CTR

Making changes to code and keyword frequency for the sake of boostng search relevance

will get you only so far up the results page.

Some coding actvites can damage your search reputaton, sometmes irreparably.

Acton: Double-check that your SEO actvites are on the up-and-up and aimed squarely at

geng relevant content to your audience.

TMDA

Real, valuable search relevance comes from providing your audience with something they

want, something theyre looking for, something they can use.

Acton: _____________________________________

Its up to you.

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Too Many Damn Acronyms - Stop Buying Your Traffic and Start Earning It