So what do we mean by split testing?

• For every keyword targeted we will create two ads with slightly different content.
• These are then monitored daily by our marketing professionals and we will identify a winner. A winner is where we get the best click rate that converts to a buyer, we have to get the click that converts as this tells us the content of the landing page (product or service) is what the person expected when they clicked.
• For the ad that didn’t win we adjust the text and then start to monitor the two new ads.
• This is repeated continually until we have constant dead heats, or we have an excellent acceptable conversion rate.

When we have finally settled on this winning ad we can then start to execute standard search engine optimisation on the landing page against the winning ads keywords, this can’t be done until we have a stable winning ad. Then as the click through rate increases in organic search results we can reduce our spend on the PPC campaign and re-focus the spending to new areas.

This strategy is often not used as it takes time, but at Praeparo we have the people and tools set-up to handle 100′s and potentially 1000′s of ads per customer based on a split test per keyword, where a campaign can have many keywords. See our Pay Per Click Services page for more information.

Too often website owners believe Page Rank is SEO. Well it is not, with over 200 factors that Google uses Page Rank is only one.

Praeparo believes you need to get your own website in order first! Make sure your URL, page title & description, content headers and actual content should all be good and be targetted at what the user wants and expects on the topic concerned.

Once content on an individual page is good then make sure it is a good fit into the overall website through internal linking with appropriate anchor text.

Now with good content it will start to return results from Google SERPS. To get better results we need people to find it and start talking about the page, viral marketing is the best where other people like the content and so will talk about it on blogs or sites like Twitter and facebook.

In summary don’t spend too much time on getting external links and monitoring your Page Rank until you get your website in order!

Praeparo thinks this is a good idea as we all should be creating a good user experience. Page load time is critical in a user experience as if we can’t convince the user the site is good in a few seconds they will just bounce.

The only area of concern is that some sites to create a good user experience are rich in content that slows the page down. This is acknowledged and accepted by the users BUT how will Google handle this? In this case we should just accept that these pages will not rank so high and thus create other more focused landing pages that then direct to the slower pages for more information.

Very important for all website owners to evaluate page speed and create an action plan to rectify any pain points. This does not have to be expensive, we suggest find the quick wins and make any changes as part of your usual maintenance or content refresh processes.

But remember DON’T PANIC as content is still the leading factor. Page speed is only a very small element of the overall ranking algorithms.

If you have concerns please get in touch with Praeparo and we can quickly help you find out if you have a problem or not.

As it is very costly many organisations take short cuts. This means important information is held on someone’s PC hard drive, often people work from different copies of important reference data. Rather than save money these short cuts can be very costly.

The answer is Software as a Service (SaaS) and more specifically Google Apps.

Google Apps are a set of services provide to manage contacts, emails, calendars, documents and web sites securely.

• Gmail for business 25GB storage, less spam, and a 99.9% uptime SLA, and enhanced email security.
• Google Calendar Agenda management, scheduling, shared online calendars and mobile calendar sync.
• Google Docs Documents, spreadsheets, and presentations. Work online without attachments.
• Google Groups User-created groups providing mailing lists, easy content sharing, searchable archives.
• Google Sites Secure, coding-free web pages for intranets and team managed sites.
• Google Video Private, secure, hosted video sharing.

Don’t wait for a disaster! Don’t continue to spend on un-needed and expensive infrastructure! Don’t continue to spend on expensive software licenses! Don’t continue to keep expensive support staff internal!

Start saving and reducing risk by trying Google Apps with its FREE trial.

Get in touch with Praeparo and we can help you get past all the jargon, plan and run an evaluation or prototype.

Getting Google Analytics working on your website is the first thing in any digital marketing strategy. To get started, simply open an account with Google and get your web design team to insert a few lines of JavaScript code on all your pages.

Once it is installed and gathering data it needs to be linked into your overall marketing strategy.

Features include:

• Detailed SEM reports
• Internal Site Search analysis
• Geo-location reporting
• AdWords Integration
• Event Tracking
• Path Analysis
• E-Commerce Tracking and Analysis
• Trend Reporting

Visit the Google Analytics site for more information