How Friendly Is Your SEM?
Whether tagging content or images, Papczun says, "Always be focused and pithy with your title tags; never have keyword greed." Remember to lead with the primary keyword whenever possible. He also says it is essential to provide alternate attributes, using text that fulfills the same function of the image, for each image, "so that ‘everyone' can ‘see' your content, including the search engines." In addition, it's important to remember the algorithmic weight of your title tags; they are just as important as the images and text on your site because they allow the search engines to find those images and boost traffic.
Along with images, Papczun adds that when optimizing video files, marketers should encode them with meta data and surround them with keyword- rich HTML to help ensure they are picked up by the search engines.
Marketers working with images within Flash files, Papczun says, should encode Flash files with meta data using Macromedia's SDK. This type of program generates HTML pages that correspond with the Flash files and can be identified and indexed by search engines.
4. At a minimum, how often should marketers review the performance of their PPC campaigns?
Answer: b) two or three times a week
The reality of the bidding environment is that all of these answers are right, depending on how much you're spending and what resources you have for managing your program. Most marketers should be looking at key performance metrics related to conversions and cost per acquisition once every couple days, and taking action to ensure their "budgets don't fly out of hand" and that sales or revenue don't slip, says Ethan Hagerty, director of business development, Midwest for Pittsburgh-based search marketing agency IMPAQT.
Companies with smaller search budgets and fewer resources need to review and fine-tune their programs at least once a month, advises Joe Soltis, director of paid search and e-marketing at Fathom SEO, a search marketing firm in Valley View, Ohio. "Search is a very competitive, dynamic environment. Automated bidding can change the marketplace in seconds. Competitors are coming in and out of the market. Then there's geotargeting and even changes in your own business. If you're not keeping an eye on performance, your program can fall apart quickly," he explains.