Improve your SEO rankings

There are a few key elements which can help in improving your SEO rankings. This post will talk about a few of the key things necessary for improving and also helping your site getting indexed by major search engines like Google, Yahoo!, Bing.

1. URL: Make sure that the URL is short and friendly to read. Including keywords within the URL, it is easy to index these pages. For example: www.xyz.com/desktop/OEM-name
   
2. Web site design: It is known that if frames are used within the pages, it is not a good user experience and also hard for the search engines to index the content.
   
3. Navigation: Avoid flash based navigation categories. Search Engines are not able to go and read the content within flash, causing issues and lower SEO rankings. It is a known best practice to use the navigation lists as HTML links.
   
4. Link similar pages: If you know that users will be reading similar pages, link them to each other.
   
5. Add keywords within the content: Make sure there are a lot of keywords within the content of the website; this enforces that the site is about a particular search engine category.

Launch Campaign, Measure and then….

I have worked on a lot of online campaigns, majority of the times the campaign is launched, and then the analytics team typically starts reporting on the KPIs (Key performance indicators) on a weekly or bi-weekly or monthly level.

The key question is what does the strategy or the marketing team does after getting the results. The marketing team should look at the reports carefully at the most granular level (placement or creative) for display campaign and then start optimizing based on the results. Sometimes combination of metrics needs to be taken into account for example the cost, engagement rate, interaction rate, conversion rate etc.

It is very important that the optimization takes place sooner rather than later. The optimization process should be establish and then followed week over week. I have seen that this is very important for campaigns whose key success metrics are ROAS or ROI. As the campaign manager is trying to generate highest revenue for each dollar spent.
If the campaign’s purpose is to increase the branding/engagement then it is important that the placements driving higher Click-through or Interaction rate should be served higher impressions. The relevant publishing sites should be used. The capability of Ad networks like Ad.com, Specific Media, and Context Web should be fully utilized to get lower priced media and target the relevant consumer targets.

Some portals like Yahoo! are also able to use Behavioral Targeted placements to better target the consumers to help increase the brand awareness and also increase the conversion rates.

The key is to start optimizing sooner rather than later..