Base CRM Contact Form

This came about when I started doing a few lead generation campaigns for my website, I noticed that contact form provided by Base didn’t do two important things:
1. Allow me to record a goal completion in Google Analytics
2. Provide any details over where the lead came from, other than via my website, when adding the deal into Base CRM.
3. Allow me to encourage email signups

This meant, essentially, that I couldn’t attribute any leads or customer value to any particular marketing campaign/source/medium. On top of this I couldn’t encourage email subscription. so I decided to commission a WordPress plugin.

I found Woody (a developer) on Peopleperhour.com, I knew how specific my requirements were so I was very particular about who I hired after having bad experiences with freelancers on Odesk in the past.

Woody did a great job, he runs a company called Stormgate and as you can see he specialises in rapid web development (he finished my plugin in less than 24 hours)!

So I told Woody what I wanted and he got down to work creating my brand new contact form.

Essentially this contact form directly posts the lead into Base, including all the necessary details, as well as the Google Analytics source and medium.

The Google Analytics bit ensures that you can choose a page to redirect to, which can then be tracked as a goal, so that you can keep an eye on things in Google Analytics separately from Base.

Finally it has a tick box that allows the person contacting you to signup to your email newsletter hosted by MailChimp.

I don’t think there are many things out there that do all this, and if you are using Base CRM I highly recommend you try out this plugin.

If you would like to download my plugin you can do so here.

Digital Marketing In 2012 – Time To Pull Your Socks Up

So it’s mid January and there is already a lot to consider in this coming year. Here are some of the key things I think businesses need to concentrate on in 2012.

Get Your SEO Sorted

This is a no brainer – I don’t mean link building, I mean just get your site SEO friendly, 9/10 websites I look at on the net have serious SEO issues – this includes large companies and also some other SEO “experts”! If you think SEO is all about link building, you’re wrong and if you haven’t sorted out your onsite issues you are shooting yourself in the foot.

Get Your Website A Responsive Design

This is important – because this year you’re going to have a good mix of people visiting your website from laptops, desktop pcs, tablets, smartphones, normal phones and televisions – this year will see the introduction of the Google TV and it’ll probably be quite popular. A responsive website design is the same website but it shows different versions depending on the size of the screen – this is a great way of ensuring that all your communication is working together, it’ll also save time because you’ll only need to update stuff in one place. By not having a website usable on all devices you are literally throwing money away. If you want a cheap one, you can probably buy one on ThemeForest for around $35.

Embrace Web Analytics

There is no excuse this year, you need to know how much your website makes you and where that money is coming from, without it you’re in big trouble. You can use Google Analytics for free, but you need to make sure it is setup properly and that you are making best use of it. I’d recommend hiring someone to set it up for you and if you don’t like logging in and playing with it, get them to schedule a monthly report which details everything you need to know.

Start Using Freelancers

With a freelancer you can pay them much less and on an ad hoc basis – so you can have really cheap labour. Alternatively you can hire the best freelancers for top dollar but only pay when you need them – both these give great value. There are a number of freelance websites, if you’re in the UK I suggest PeoplePerHour.com as it is in pounds sterling and if you’re in the US I suggest Elance or Odesk.

Consider Advertising Elsewhere Than Google

There is more to the Internet than just Google, here is a list of the top 20 websites by traffic volume in the UK(for the week ending 07/01/2012). Out of the 20 listed you can advertise on 19 of them (including Google):
[list type="plus"]

[/list]

As well as these, if you look at the top social networks you will see LinkedIn and Gumtree, who also both offer advertising (Gumtree Media and LinkedIn Advertising).

But you don’t necessarily have to pay out any money to get promoting yourself on these sites, you can consider other forms of promotion – such as answering questions on Yahoo, creating viral content for Facebook and Twitter or even connected on LinkedIn through various networking groups.

Quick Catch Up

This is just a quick post for all my subscribers to summarise a few changes in the Internet marketing arena recently.

First up, there have been a lot of changes with Google Analytics, with a new version coming out with a host of new features including dashboards, multi channel funnels, real time analytics and visitor flow.  I suggest you check it out and familiarise yourself.

Secondly any keyword data from Google organic SSL will no longer be passed on, so you may well see “(not defined)” as one of your top performing keywords, expect it to affect around 10% of organic traffic from Google.

Google Adwords has released a bid per call offering, where a phone number sits in the ad, if you get called you get charged a did fee of £1 minimum – definitely worth using in my opinion.

Mailchimp has released a new service called “goooals” where you can segment email subscribers based on what they do on your website.

I’ll try and do a better job of keeping you all up to date! I’ve been busy preparing for my exams next week, wish me luck!

MailChimp – The Best Free Email Marketing Software – And a Great Aweber Alternative

MailChimp

I’ve been using MailChimp for just over a year now, and I’ve been very impressed. I originally switched from Aweber, but decided
that I couldn’t justify paying the monthly fee for Aweber – and I was right to.

MailChimp is perfect for my needs, to be honest I’ve not got many subscribers – the most I had was around 600 or so for a gaming website. If you are considering creating a newsletter for your business then I would highly recommend MailChimp – it’s free if you have 2,000 or less subscribers, so there is no risk for you to try and build up a mailing list.

Here are some of the cool things you can do with MailChimp:
[list type="thumb-up"]

  • You can add people via your website, via their hosted form, via the admin system or even through their ipad application
  • Capture people’s first name, surname and date of birth and then send them personalised emails, especially on their birthday!
  • Segment customers into groups, such as customers and prospects, or perhaps by their interests or spend
  • Setup autoresponders – emails that get sent to recipients based on predetermined criteria such as “opened this campaign” or “7 days after signup”
  • Adding coupons – this allows you to add physical coupons you can print off and then scan in with an iPhone app when they bring them to your business – it then includes these in the email analytics reports!
  • Split test emails – you can test different subject lines or different body text to see what difference this makes to your open rates and click rates
  • Create an RSS to email campaign which automatically sends out blog posts or news articles from your website to the email newsletter.
[/list]

Plus much more, the possibilities really are endless, plus they have some amazing webinars you can watch when you sign up that teach you how to do all this and more!

You can signup to MailChimp now and get up to 2,000 subscribers free, forever!.

How to check your position (or ranking) on Google

This sounds fairly straight forward, but not only do most business owners make the mistake of pulling out the wrong ranking, but so do many beginner SEO’s, web developers and designers. Please read all of this article, the good stuff is towards the end!

Avoiding Personalisation

It’s a bit more complicated than it may seem. The problem is that Google personalises the results for you, whether you are logged in or not. So to get round the personalisation, you need to use a “cookieless” browser. Rather then clearing your history I suggest you use Google Chrome “Incognito mode” to rank check manually in Google.

What if it’s not in the top 100?

The next problem you have is that rank checking is a pain in the backside if you are on page 46 – I’m guessing you don’t fancy going through 46 pages to find that you are rank 456. So here is another little trick. Disable Google Instant and do another search then add “&num=100″ to the URL at the end or alternatively do an advanced search with 100 results. Then you can use the CONTROL+F keyboard shortcut to find your domain name on the page. This won’t show the correct ranking yet, you’ll have to work out roughly where it is and then go back to searching by 10 results per page to find it, but at least you’ll know roughly where what page it is and it will save you a bit of time.

Well, what a pain all that is, isn’t there an easier way?

There is an easier way – three in fact. Option 1 is using Google, option 2 is using Advanced Web Ranking and option 3 is using Raven Tools.

Option 1: Google Webmasters Tools

If you register your website with Google Webmasters Tools you can use Google’s built-in facility for finding out what keywords you are getting impressions for on Google. Here’s a screenshot:

If, however, you are #100 and aren’t getting any impressions you won’t find the keyword ranking on here. Also, it only shows the average ranking, taking into account language settings, location and personalisation – so this isn’t the most accurate of indications.

Option 2: Advanced Web Ranking (Starts at £61.50 / $99 per year)

The best way to rank check (apart from hiring a developer to write and maintain an online system, which is pricey) is to use Advanced Web Ranking (affiliate link). Here’s a screenshot of what it looks like:

AWR was first recommended to me two years ago, and I’ve been using it ever since. It’s great because you can keep a history of your rankings and you can rank check your competitors. The basic package is reasonable at £61.50 – it will save you hours of time, it lasts you a year and it’s the one major purchase I view as a necessity when carrying out SEO for websites.

< h2>Option 3: Raven Tools (Starts at $19 per month)

I’ll level with you, I’ve not used Raven Tools much (I’ve trialled it twice – I don’t like paying out monthly fees), but if you prefer an online solution rather than downloading the software to your computer, then Raven Tools (affiliate link) is a better option than Advanced Web Ranking. The $19 per month version only tracks up to 100 keywords, where as with Advanced Web Ranking, theoretically, there is no limit (obviously if you track the whole dictionary it may take years). But it does come with a few other features which you may find handy. They have a 30 day free trial, so you can check it out for yourself and if it’s not right for you, you can cancel!

Option 3: Authority Labs

Authority Labs has a free version as well as a cheaper alternative, to find out more check out my blog post on Authority Labs.

4 Easy Link Building Strategies

Link building is probably the hardest part of promoting your website, what people don’t realise is that there isn’t an easy, quick way to get good links. Link building is hard, it’s very hard (unless you buy links, in which case your setting yourself up for a whole World of pain if you get caught by Google). I’ve picked up one or two really good strategies working in the industry for the past few years, here are some of the easy ones:

1. Ask Your Friends/Family

This is the easiest one to do, and guess what? It’s often the best, you can get some amazing links. Most of my friends and family get a link from me, so if you have a friend who likes playing with websites (and most of us do) ask them for a link!

2. Ask Your Suppliers

Hell, you’re buying their stuff you may aswell get a link out of it! Offer a testimonial they can put on their website in return, then you can get a link underneath the testimonial – this is a very good technique.

3. Ask Your Customers

This is a great way to get links, especially if you are offering a value added service or a premium product. For example if you sell high quality meat to restaurants, get yourself a really snazzy looking banner that your customers can put on their website – kind of like a stamp of approval. The idea is that your customers (in this case the restaurant) will get the benefit of being able to show off their quality, probably improving response rates – whilst you get a link out of it! Ok so you have to put a bit of work into this, but it’s worth doing – even if you just use your logo with a bit of text.

4. Blog Commenting

This is very hard to do right, mainly because 99% of people come across as spammers. The trick is to actually read the article you are going to comment on. Also many comments don’t pass any value because of a tag called “nofollow” – but that doesn’t mean the comment isn’t useful – on some articles they get so much traffic that you’ll get referral traffic from people clicking on the link. It’s worth going through a particular search on Google and commenting on all the articles with useful comments.

Another reason for you to have a blog, as you can write an article which is related to what other people are talking about and then comment saying something like “I [agree/disaagree] with what you are saying I think [opinion]. You can read more about what I’m saying here: [URL]“. That should usually get accepted. It builds links, it gives traffic and it starts valuable relationships with bloggers, so give it a try.

Why A Spanking New Website And A Bit Of SEO Doesn’t Cut It Anymore

In the early days of ecommerce you could build a website, slap some products on, ensure it looks ok for the search engines with a bit of SEO and hey presto, you would have yourself a business. Rinse and repeat.

The Formula Is Broken

2 + 2 = 3
Now that same old tried and tested formula doesn’t work anymore. Why? Because things have evolved, those companies with marketeers that actually know what they are doing are kicking ass. It used to be that the guy in charge of online marketing was basically the technical guy who can use a computer and put 2 and 2 together. This led to an emphasis on building a pretty website, slapping some stock photos and some clever corporate sounding text on – because that’s what the folks in marketing do, right? Monkey see, monkey do.

Ignorance Is Bliss

Now I can’t speak for all marketers, but learning on my course I have realised that the people online claiming to be Internet marketing experts (I myself am one of these people, I’ll admit – but I’ve opened my eyes and I’m making an effort to improve for the sake of the people I help) have largely no idea about marketing. Yes they can do SEO, yes they can make a website that converts well, but as for in depth marketing strategy, integrating marketing, segmenting customers effectively and all that malarkey, they (we/me) fall a bit short.

Eye Opener

I’ve been studying my course with the IDM and I cannot tell you how much my eyes have been opened – marketing knowledge and techniques has been built up over the past 100 years (or more). Every single time I begin to study a new topic I find better ways of doing things, new ideas and often a sudden “aha!” moment. I really can’t tell you how amazed I am at the stuff I’m being taught.

Things You Can Learn From Direct Marketing

Anyways, although online is a different animal altogether, here are some of the things I think we could take from direct marketing and apply a bit better online:

1. A Marketing Plan

Let’s face it, you can’t make a half decent website without some kind of spec, and guess what? The same applies to running a business, not only do you need a business plan, but an indepth marketing plan is essential, some of the benefits include:

  • 1. It forces “big picture” thinking
  • 2. Ensures a thorough analysis of your existing customers
  • 3. Creates internal collaboration
  • 4. Generates enthusiasm and creativity
  • 5. Allocates your resources which will maximise profit
  • 6. Allows you to connect with your customers creating an “outside-in” focus
  • 7. Enables faster front line decisions on a day to day basis
  • 8. Saves time and stress

2. Realise you are paying to acquire a customer – not to sell one product

You can only afford 50 pence a click to sell a pair of jeans I hear you say? Well what if that customer buys more clothes over the next 3 years? What if during this time he tells a few friends and they do the same? This is the kind of thing you need to know to value your customers, so you can justify that stupidly large CPC budget the highstreet shop gone Internet at number 1 is bidding. Guess what, these companies with big budgets, they realised a long time ago that they will most likely have to wait longer than a year to recoup the cost of acquiring each customer.

3. Concentrate on developing existing customers – not attracting new ones

According to some scientific study done god knows when, it is 5 times more expensive to acquire a customer than it is to retain one. How many big customers do you let slip through your finger tips due to poor service?

4. Not all customers are equal

You’ve probably got the same landing page set for all types of customers. Does the buyer from Top Shop have the same needs as my sister? No. Is someone looking to insure a fleet of cars the same as me wanting to insure my 2000 Ford Focus? No. What if that fleet of cars is for a big company or organisation, like the police! How many times more is that worth? 100 times? 1000 times? I’d say more like 100,000 times or more! The Pareto Principle has been applied many times over and it normally works out the same, 80% of your company’s profits come from 20% of your customers – don’t treat them the same as your bottom 10% (that probably lose you money).

5. Use more than one method of promotion

There is a thing known as the media multiplier effect, this means that you gain synergy from using different media to promote your business. For example you may get a response rate of 0.1% with Direct Mail and a response rate of 1% with AdWords separately, but if you run them both together you may get something like a 0.15% response rate with Direct Mail and a 1.5% response rate with AdWords – so you get a boost just for using them at the same time.

That’s all I can think of off the top of my head (I’m still learning) – I’m hoping to cement some of this knowledge when I do my assignment I’ve just been issued. I’m also going to be practicing on friends and family (when I’ve got time!) over the coming months.

I may be wrong in what I’ve said above, perhaps lots of people are doing this stuff, I know the big boys are, but I’m not so sure about the companies focused on SEO and Search Marketing PPC.

I hope this sparks something in someone somewhere, if it does, please comment below. If it infuriates you, comment anyway :)

Duplicate Content, The Ultimate Guide

Not ranking high in Google? Chances are its duplicate content…
SEO Moz - SEO tools to help you rank higher
Contrary to what most people think, I think the most common cause of websites not ranking is duplicate content. Nearly every single website I ever have to do SEO for has some kind of duplicate content problem. It is so common that nearly all SEO’s have difficulties with it sometime, whether it is missing something such as a duplicated website on a development server, or the client copy and pasting text. I should also admit, I come up against this problem nearly every time and sometimes I do miss it, I’ve yet to find a super tool for detecting duplicate content – if anyone knows of one, then please let me know in the comments.

Removing duplicate content is so important as the effect can be huge, I see countless web pages being link built to all the time, but remaining stuck on page 3 or 4 – many people think that if they just get more links it will go up, but this usually isn’t the case.

The Most Common Causes Of Duplicate Content

This isn’t a complete list, I’ll no doubt add to it as time goes on, if you think of any other examples then please add them in the comments.

1. www vs non-www

Probably the most common problem is websites resolving with and without the “www” at the start. For example www.david-whitehouse.org and david-whitehouse.org showing the same website – this would likely cause a duplicate content problem. Instead one should 301 redirect to the other.

2. Multiple TLD’s

Another common cause is the two TLD’s showing the same website, for example www.duplicatecontent.com and www.duplicatecontent.co.uk – instead one should 301 redirect to the other, this problem can be made even worse when combined with the “www” problem above.

3. Multiple Domain Names

Two separate domains both showing the same website, a great example of this would be www.theolddeanery.co.uk and www.theoldeanery.co.uk, if both websites show the same website then you have problems, again this can be made worse combined with the “www” problem above. Instead one domain should be chosen and all other domains should 301 redirect to that one.

4. Copy and Pasting

Copy and pasting – this is a real bug bear of mine, and it is hard to track down. One of the biggest reasons you should be careful when outsourcing content writing. If someone copies a phrase around 8 words long or more from another website and puts it on your website, you’re going to get penalised. If you copy content that isn’t part of the template design from one part of your website to another, again you are going to get penalised. Don’t copy and paste anything, always write stuff from scratch.

5. Copy and Pasting… and Rewriting!

Copy and pasting, but rewriting – Ah yes, you thought you could get round the duplicate content problem by copy and pasting what someone else put and then re-writing it. Genius. Google can determine synonyms, so if you have the exact same sentence structure but with synonyms replaced, guess what. That’s right, duplicate content penalty. As I said above, don’t copy and paste anything, write everything from scratch, no rewriting.

6. Poor Categorisation By Software

This is quite comment, an example is on WordPress, by default the blog posts you write are displayed on the blog’s front page, the category page, the tag page the archive page and the blog post itself! This naturally causes problems, the best solution for this is to follow Yoast’s WordPress SEO guide.
Another example is on Magento, I created a website in Magento last year for a friend of mine, the problem arose when I noticed that an identical category could be displayed under a number of different URLS. Look at these two (Philips 4300k bulb, duplicate) for example. It has the REL canonical tag, but I’m not sure if this solves the problem – I’ve made recommendations to get this adjusted.

7. Poorly Implemented Search Engine Friendly URLs

Sometimes you get websites that implement search engine friendly URLs, but they do it so you can access the same page with multiple URLs. The problem with this is that you can end up changing the search engine friendly part to anything, as long as you keep part of it the same – this naturally causes a duplicate content problem. Instead you should include a default URL for each ID and if it’s not the correct one then it should 301 redirect to the original.

Incorrect Implementation
Original: http://www.electricfirestore.co.uk/mall/productpage.cfm/TheElectricFireStore/_WALLMO002/369091
Modified: http://www.electricfirestore.co.uk/mall/productpage.cfm/TheElectricFireStore/_WALLMO002/anyoldrubbish

See the difference in the URLs?

Correct Implementation
Original: http://www.wineguppy.com/rcroft-crystal-wine-decanter-s/64.htm
Modified: http://www.wineguppy.com/anyoldrubbish/64.htm

I still wouldn’t recommend setting up search engine friendly URLs this way, but if you have to this is the correct way of doing it. As you can see, this method allows manipulation of the URLs but redirects to the correct one.

8. Development / Staging Servers

Development servers – often when your website is built there is a development server that can also be seen by the public, this is a common case of duplicate content. Instead the server should only be accessible via certain IP addresses or should be password protected to prevent this problem or you can disallow all robots access by using this piece of code in the robots.txt file:

User-agent: *
Disallow: /

9. Scraping & Feed Syndication

If you have a blog and it has an RSS feed, often people can take that and use it to populate a website, creating duplicate content. This can really cause problems. One way round this is by only showing a partial feed or perhaps having a footer on each post with a link back to your site in the RSS feed. A great WordPress plugin for this is called RSS Footer (again by Yoast).

How To Prevent Duplicate Content

1. 301 Redirects

Got one page accessible from two URLs? Simply redirect one of the URL’s by adding a 301 redirect, usually done by adding it to your .htaccess file (if you’re using Apache).

Here is the syntax for redirecting http://www.example.com/duplicate-page to http://www.example.com/original-page:

redirect 301 /duplicate-page http://www.example.com/original-page

Or for the more advanced user, you can do a .htaccess redirect with a regular expression (usually for moving your blog about).

2. REL Canonical Tag

Realistically all pages should have a REL canonical tag on, the best place to learn about this is the Google help topic itself

Basically its a way of saying that this page isn’t the original and pointing to where the original is – it helps prevent some duplicate content problems, particularly in situations where you can’t 301 redirect something.

Example

Tag On http://www.example.com/original-page

<link rel=”canonical” href=”http://www.example.com/original-page”/>

Tag On http://www.example.com/duplicate-page

<link rel=”canonical” href=”http://www.example.com/original-page”/>

As you can see this would ensure Google knows that the duplicate page is actually the same as the original page and so it should not be considered as duplicate content.

Listen to this video by Matt Cutts to get a better understanding of how it works:

3. Robots Noindex Tag

Basically this is a way of telling Google not to index the current page. You can tell Google to do this in two ways.

A) Robots.txt
For example, if you don’t want Google to index your duplicate page, you would put the following in your robots.txt if you duplicate page is located at www.example.com/duplicate-page:

User-agent: *
Disallow: /duplicate-page

B) Meta Robots Meta Tag

<meta name=”robots” content=”noindex”>

This should go in between the <head></head> tags on the relevant page.

4. Unique Content

I shouldn’t really need to spell this out for you, don’t copy anything! Two things you can use to identify duplicate content, first one is Google itself, simply by copy and pasting a small sentence and seeing how many results come up. The other way is by using Copyscape (I typically use Google, I’m not sure how much you can rely on Copyscape, so do so at your own risk)!

5. Choose A Half Decent Platform

To be honest this is easier said than done, otherwise duplicate content wouldn’t be such a major issue for a lot of websites. A lot of these problems can’t be fixed on many software packages, or if they can be fixed it is normally a big pain in the ass, Magento springs to mind in particular. But it isn’t just the open source free ecommerce packages that are bad, lots of blog software is and also a lot of smaller web development companies that sell an ecommerce package out of the box also cause duplicate content. This is why the problem is so widespread and why so many websites suffer from duplicate content penalties.

Well I hope you found this guide useful, if I’ve missed anything or you want to add suggestions please be sure to a comment, also if you find some good examples of content please feel free to add them here.

Bought My First Website: Cockatiel Care!!!

Yes you read it correctly, I bought a Cockatiel website, for £300, I must be nuts! Anthony Shapley sold me it, he’d been earning money on it for years, but I think he wanted the money to put into his new personal project on private number plates (good luck Ant – hope it works out for you).

So, why did I pay £300 for a site that seemed as though it was making £26 per month? Well if the site stays the same then I should make my money back in 12 months, after that I have a regular income without any more work! I didn’t intend to make any improvements, but as Anthony said, he really didn’t put any work into this site, so I noticed one or two things. So here is what I have done so far to try and squeeze the most out of the site.

First up, I noticed three pages where Anthony hadn’t put any AdSense blocks on – according to his Analytics these accounted for 37% of page views, so by adding them I should see a 58~59% increase in page views and hence earnings – one of these pages, the cockatiel cages page, is now my biggest earner of AdSense revenue.

Secondly I decided to tag the page with AdWords Remarketing – with the aim of hitting previous visitors with an affililiate link to cockatiel related products, I’ve got well over 2,000 tagged users now – but for some reason I am not getting any impressions – any ideas anyone?

That’s about it really, didn’t take much work. I’m intending to buy an AdSense site with any freelance income I get (which isn’t much *sniff*) – the aim is to buy a site that earns me £50 a month (roughly) everytime I have £600 (roughly) saved. But I’m open to offers, so if you have any AdSense websites (or websites) you wish to sell, contact me through my website.

Why Remarketing is a BIG deal and how it will affect PPC and SEO

What Is Remarketing?
In case you aren’t familiar with Remarketing, it is a new part of Google AdWords launched this year which allows you to tag visitors when they visit your website and then show ads to them on the Google AdSense network.

For Example
An example would be, say someone visits a site from Google organic with the keyword “cricket bat” but they decide to close their browser and do something else. With Remarketing you tag them whilst they are on the site, so when they log back on and visit GMail, for example, you can send them an ad for your website that displays a cricket bat and directly links to the cricket bat page – in the hope they are still interested and come and buy.

This is a simplistic example of how Remarketing works, there are lots of different things you can do with it and I think its going to help increase Google’s profits substantially. You can tag people according to what page they visit and you can make custom combinations with varying cookie lengths to create all kinds of audiences.

How will this affect PPC?
Firstly cost per click on the Google Content Network is going to go up substantially, as bid amounts may get as much as 10 times higher.

Secondly it means that bid costs on keywords are going to increase, because if people don’t buy on the first visit, at least you can tag them and they become part of your “audience” which is essentially an asset. An audience member will have a value in itself, worked out by the average earnings minus the cost of each audience member.

How will this affect SEO?
I think Remarketing is so powerful that it is likely to have an effect on SEO. It may actually become detrimental to have a well ranking site, as you may only want to tag those who are interested in what you are selling, rather than some of the obscure terms that people websites for (for example one of mine is “YouTube fetish”)! Building up an audience of people that aren’t interested in what you have to offer is likely to cost you money in terms of quality score – an untargeting audience yields a low CTR and so will have a higher CPC to compete with your competitor who has a targeted audience with a higher CTR.

What can Remarketing be used for?
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  • Targeting people who visit your site and then go away again (well duh) – but taking into consideration how long they may take to be ready to buy e.g. 30 days or 90 days?
  • Tagging people by product and then hitting them with ads for that exact product
  • Tagging people who convert and then asking them 30 days after purchase for feedback (customer survey)
  • This was DaveN‘s suggestion: tagging people for 365 days and then advertising to them all when you have a sale/promotion going on.
  • Tagging people all the way up the conversion funnel, so you can bid higher amounts of the most probable prospects.
  • With annual contracts such as car insurance or many B2B contracts it is worth tagging people with a 395 day cookie and a 335 cookie and then hit them 11 months later when they are considering renewal.
  • Targeting people who don’t convert and asking them why with a survey and offering them something in return (a money off voucher?)
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Anyways, I’m sure there are loads of other things that it can be used for, but it is going to mean that PPC costs are going up and for those that don’t embrace Remarketing, their sales, ROI & market share will be going down.

Also if you are interested, Stephen Pavlovich recently recommended a service called Criteo which appears to get a higher ROI – although I think with a bit of hard work you can get the same functionality out of Google Remarketing (unless you are selling more than around 10 products/services).