Let me put this as simply as I can, everything you do with Google AdWords is designed to get visitors who search for keywords critical to the products and services you sell to click on one of your ads and hopefully when they visit your website, buy whatever it is you are selling.

I am sure that you get that, but let me pose a few simple questions.

1. Why are you paying 700% more than you have to?
2. Do you know Google AdWords attracts only 18% of the clicks generated off Page-One?
3. Do you know how much Google AdWords will cost you in three years for the same results you are getting today?
4. Can you afford to increase you AdWords campaign cost by 33% every year or will you be forced to scale back your campaign, holding your daily budget and letting the click volumes decrease as a result?

I assume there are some who know the answers to these questions but I can assure you there are a significant number who don’t, so let me give you the answers.

1. I am confident you don’t know you are paying 700% more because if you did and knew of an alternative process that cost a lot less you would have already changed.
2. I am confident you don’t know that AdWords attracts only 18% and SEO attracts the remaining 82% of click traffic otherwise you would be saving a lot of money and generating a lot more business.
3. I am confident you don’t know what Google AdWords is going to cost you in three years because Google is very effective in the way they approach the issue of increasing their prices. If you are not sure about how to measure this then read my previous blog posting titled “Is Google AdWords Sending you Bankrupt?”
4. I am confident you don’t know the answer to this question because a 33% annual increase is unsustainable regardless of your product’s Gross Profit margin. Similarly, I know the answer to part two is you will have to scale back unless Google start offering free advertising and that’s not going to happen.

In summary, Google AdWords is not a sustainable marketing initiative and at some point, you will have to scale it back or stop the advertising program. Importantly you need to develop an alternative strategy, an exit plan from AdWords.

The good news is there is an alternative solution, DNO the SEO Revolution and not only will it deliver 5 times more traffic for less than the cost of a daily cup of coffee it gives you Page-One rankings for the next ten years.

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Don’t delude yourself into believing that SEO is the panacea to all your website traffic ills because it’s not. Put simply SEO works for less than 1% of websites, not just because SEO is unnecessarily complicated but because of the number of websites competing for a Page-One Ranking.

Want an easy way to confirm this point, then use Google to help you. Perform a Google search for each of the keywords relevant to the products and services you sell and count how many pages of responses Google displays on the results page. If they display more than 10 pages and they usually do, then 1% is an extremely optimistic number.

The obvious question then is should I continue to SEO my website? The answer is yes absolutely but only if you want to compete with over 1,000 other websites, are prepared to work hard, throw a lot of money at the process, jump through all the hoops Google want you to, only to secure a Page-One SEO Ranking that could be lost tomorrow.

Alternatively, you can jump the queue, pay less than $100, secure not only a Page-One Ranking within two weeks but you could hold this ranking indefinitely without any ongoing effort or cost.

Strategists will tell you don’t go head to head when there is no chance of winning. What they will tell you is to find a non-competitive way of securing the required outcome and that is where DNO the SEO Revolution comes in.

DNO the SEO Revolution does not use SEO processes to secure Page-One rankings rather it uses a strategy designed to lock your competitors out and give you access to a market dominant position when it comes to search engines.

Want to know more, then buy a copy of the book, DNO the SEO Revolution.

rmca

If a Page-One Search Engine Ranking is critical to the success of your business then you have to choose between Google AdWords, SEO or the use of both methods.

As many of my readers know I am not an advocate of AdWords and I believe SEO has been made more difficult than it needs to be by Google in an effort to force website owners to use AdWords so they can continue to grow their extraordinary profits.

For those of you who don’t understand how complicated AdWords and SEO actually is and for those who in recent weeks have suggested I needed have my head examined, I offer the following illustration.

A man walked into his local radiographer and fronted up to the counter with a doctor’s referral for a CT scan. After exchanging the usual personal details and filling in the required forms the receptionist asked the usual question, how would you like to pay for this?

He asked in response, what are the options? “You have three options” she said.

• Option one will cost you $190
• Option two will cost you $2,500
• Option three will cost you whatever you are prepared to pay.

Being an inquisitive person the patient wanted to know the difference in outcomes for each option and why there was such a large difference in costs.

The receptionist responded by saying “in option one, you are next in line and when we have finished we will give you a copy of all your scans and a report from the diagnostic physician outlining the findings.”

She continued, “With option two and  because there are over a hundred people here today waiting for a CT scan we determine who goes first based on the results of a maths exam everyone has to complete. The patient with the highest score goes first and they will receive the same outcomes as offered in option one. The patient who comes tenth will receive outcomes that are 2.5% of the person with the highest maths score. The remaining patients will be sent home and asked to come back tomorrow and sit the maths exam again.”

She added, “by the way the maths exam changes regularly because we really don’t want this option to be easy and we would prefer the patients use option three.”

“Option three” she added “works on the basis that each patient has to nominate the minimum and maximum price they are prepared to pay in order to be the first patient to have their CT scan today. By the way, you can change the maximum price any time during the course of the day.”

What the receptionist did not say was this option only delivers 18.2% of the outcomes of option one and two.

Preposterous is a good word to describe this scenario, stupid also works for me. But what would you say if I told you there are business people out there right now who are choosing options two and three day in and day out when it comes to Page-One search engine rankings that are as critical to their businesses performance as a CT scan is to a person with a brain tumour.

It is highly probable you would not find this hard to believe because you are probably one of these business people.

Truth is until now the only choices available were options two and three but the game has changed with DNO the SEO Revolution and option one is now a very strong strategic alternative.

DNO the SEO Revolution is an alternative worthy of consideration. Firstly, it will achieve a Permanent Page-One ranking for less than $100 and secondly it will land you in the SEO section of Page-One attracting 82% of the visitor CTR. The result is five times more traffic than you will get from the AdWords section and if your daily budget is $50, you can bank on saving $470,000 in the next ten years.

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“Google’s new privacy announcement is frustrating and a little frightening,” Common Sense Media chief executive James Steyer told the Washington Post. “Even if the company believes that tracking users across all platforms improves their services, consumers should still have the option to opt out — especially the kids and teens who are avid users of YouTube, Gmail and Google Search.”

Note to Mr. Steyer: they do have the right to opt out. It’s called using another website or not signing in.

“There is no way anyone expected this,” Jeffrey Chester, executive director of the Center for Digital Democracy, a privacy advocacy group, also told the Washington Post. “There is no way a user can comprehend the implication of Google collecting across platforms for information about your health, political opinions and financial concerns.”

Calm down. There are numerous free alternatives for search engines, email, video, maps, and other products Google offers. Or, maybe, you could make two or three different Google accounts if you’re so worried or you simply don’t want to transfer data from one service to another.

Watch this Video and decide for yourself.

Google’s new Privacy Policy is Scary

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You can’t live with it, can’t live without it and the cost of your addiction is going to kill you.

The truth is a Google AdWords program with a $50 per day budget will cost the average advertiser $470,000 over ten years and provide  a series of keyword focused ads that appear in a section of the Search Engine results screen that attracts only 18% of the click traffic.

That equates to someone being prepared to pay almost seven times more for SEM than SEO when the return on this investment is only 18% of what SEO will deliver. As unbelievably as it sounds that anyone would want to pay more for less, the catch is they don’t even want to consider that the cost is governed by each advertiser’s willingness to outbid the highest bidder every day. And considering the current escalation in cost is running at 33% per quarter, how long is the average advertiser going to be able to sustain this habit?

One of the most famous quotes about the effectiveness of advertising was made by John Wanamaker back in the early 1900′s, he said “Half the money I spend on advertising is wasted.  The trouble is, I don’t know which half.”

If we take into consideration Google AdWords and the program’s cost effectiveness my suggestion would be:

“An ever increasing portion of the money I spend on AdWords advertising is wasted.  The trouble is, I just cannot afford to stop and I don’t know what else to try.”

Remember the Google AdWords section only attracts 18% of the click traffic so if you want to keep your hard earned profits instead of giving them to Google you need to develop an SEO strategy to land on Page-One  for the keywords that are vital to you and where 82% of the click traffic occurs.

Given SEO is a mystery to everyone including the SEO experts perhaps a better strategy would be to develop a DNO the SEO Revolution strategy and land on Page-One with a permanent listing, inside two-weeks for less than $100.

rmca

When it launched 11 years ago, Google’s AdWords was a straightforward product. Advertisers could buy search terms and Google would display small ads every time someone searched for those words, a lot like the way classifieds work.

Today, AdWords generates the vast majority of Google’s 29 billion dollar in revenues and has become an incredibly complex product to use. Because of this complexity, we have seen the emergence of SEM (Search Engine Marketing) consulting designed to help AdWords customers make the right choices on which keywords to use and how much to bid for them.

Not content with a reported 33% increase in revenue for third quarter2011, a 37% gross profit and 42 Billion dollars in cash reserves, Google is now piloting a credit card to buy advertising on AdWords. According to Francoise Brougher, Google Vice President of Global SMB Sales and Operations, the credit card will provide a low-interest loan at times of the year when businesses might want to do a lot of advertising but don’t necessarily have the cash flow to pay for the advertising.

For those of you who read my last blog posting Is Google AdWords Sending you Bankrupt, this news will come as no surprise. Not content with locking advertisers into advertising programs with spiralling costs and diminishing returns, now Google want 8.99% interest on your advertising spend.

Until now, there has only been two ways to get your website listed on Page-One of Google, SEM and SEO. Both programs are expensive to run, offer diminishing returns and inconsistent results. Importantly if you do not have a strategy to exit your Google AdWords campaign Google are going to bleed you dry.

Remember the Google AdWords section only attracts 18% of the click traffic so if you want to keep your hard earned profits instead of giving them to Google you need to develop an SEO strategy to land on Page-One  for the keywords that are vital to you and where 82% of the click traffic occurs.

Given SEO is a mystery to everyone including the SEO experts perhaps a better strategy would be to develop a DNO the SEO Revolution strategy and land on Page-One with a permanent listing, inside two-weeks and for less than $100.

rmca

If you don’t believe Google AdWords will over time rip, the profitability out of your company and leave you with an advertising program that is either ineffective or unaffordable then you need to read this case study.

Since I posted my last blog, “DNO the SEO Revolution saves AdWords client $470,000″ on the ten-year operating costs of a $50 per day Google AdWords campaign, I have received a number of comments suggesting the total of $470,000 could not possibly be correct.

Let’s assume you spend $50 every day for the next ten years. That totals $182,500. However, during this time the cost of your AdWords campaign is going to increase by 20% every year. So to maintain the visibility of your ads over the next ten years you will need to increase your spend which will cost you $287,500. The net result $470,000.

From time-to-time all AdWords users will need to increase the bid price of their keywords to maintain their ranked position as failure to maintain this ranking will result in a LI (Lost Impression share rank).

What is LI’s? The percentage of impressions that your ad didn’t receive due to low Ad Rank and they suggest, “You can improve your Ad Rank by increasing your bid for keywords or placements in your campaign, or by improving the quality of your Search or Display ad.”

Increasing the bid price of your keywords without increasing the daily budget will result in Lost impression share (budget) or the percentage of impressions that your ads receives due to insufficient budget.

Most campaigns don’t display the LI field in their panel so if you want to know the impact of either sitting consistently on your daily budget or increasing the bid price on keywords then you need to go to ‘Competitive Metrics’ which you will find in the ‘Filter’ drop down selection. To feature them in you report simply drag and drop both the ‘Lost IS (Budget)’ and ‘Lost IS (Rank)’ into the reporting column to the right.

Once you have done this, you will be able to see clearly the impact of all changes made to your campaign.

The image below is from a Google AdWords campaign where the keyword bid price to stay in the top three ranked positions for 25 keywords required the advertiser to increase their daily budget from $30 to $50. Even with this increase, you will notice the Lost Impression share rank is 30.17% and the Lost Impression share Budget is 67.11%.

$50 per Day Budget Example

The Lost Impression share rank of 30.17% suggests the keyword bidding prices needs to be increased to improving the ranked position given few campaigns can afford to see a reduction of over 30% in their ads impressions.

The impact of a 67.11% Lost Impression share budget is harder to calculate because the number of times keywords are searched will vary based on the time of day. Assuming all the keyword searches occurred between 7:00am and 7:00pm this advertising program would effectively run for only 4-hours and would stop around 11:00am when the daily budget limit is reached.

The big question is what would the daily budget need to be for the AdWords campaign to run all day, the answer is $152.02 and that’s $55,487.30pa or over ten years $554,873.

However, this does not take into consideration the declining position due to Lost Impression share rank in order for the client to maintain their average third ranked position. To maintain this ranked position this client would need to increase the keyword bids price for all of their critical keywords and guess what, the daily budget would need to be increased again.

Now back to the comments questioning the accuracy of $470,000 over ten year, clearly the example I provided above confirms the forecast expenditure is possible but realistically needs to be increased to cater for these additional considerations.

Google will advise you by email or webpage notification that your AdWords campaigns is not running for a specific percentage of time but the issue for most campaign managers is they have come to accept the fact they just cannot afford to continually increase the daily budget.

What are the consequences of failing to address the Lost Impression share rank and Lost Impression share budget? Simple, either the campaign will simply stop working because your ranked position is pushed back onto Page-Two or $50 a day spend will result in an ever diminishing ROI.

Remember the Google AdWords section only attracts 18% of the click traffic so if you want to keep your hard earned profits instead of giving them to Google you need to develop an SEO strategy to land on Page-One  for the keywords that are vital for you and where 82% of the click traffic occurs.

Given SEO is a mystery to everyone including the SEO experts perhaps a better strategy would be to develop a DNO the SEO Revolution strategy and land on Page-One inside two-weeks for less than $100.

rmca

DNO the SEO Revolution has saved another Google AdWords, SEM (Search Engine Marketing) user $470,000 over the next 10 years.

Recently the clients paused their Google AdWords campaign to determine if the volume of website traffic would decrease, be sustained by the DNO strategy or grow in volume. After only one month, there has been no drop in the total number of website visitors however the number of unique visitors and new visitors has actually increased.

With a daily budget of $50, this client was locked in a perpetual struggle to secure Page-One rankings for around 150 keywords strongly associated with the products and services they sell. To address a fall in ranked position and subsequent decline in CTR (Click Through Rate) the client was forced to increase the bid price for many of their keywords. These increases maxed out their daily budget resulting in a decrease in the number of ad impressions due to insufficient budget.

At this point like many of you, my client was faced with one of two simple choices, accept a decreasing CTR for the same spend or increase the daily budget.

Now in my client’s situation they are already losing almost 70% of their CTR based on budget limitations. In other words, they are paying the same they were 12 months ago and getting 70% less for their money.

Meanwhile, in 2010 Google generated 28.2 Billion dollars in advertising revenues and recently announced a 33% increase in revenues for Q3 2011 over the previous year.

I do not know of another business offering anywhere in the world that continuously delivers less while expecting their customers to pay more for an ever-diminishing return.

DNO the SEO Revolution is an alternative worthy of consideration. Firstly, it will achieve a Permanent Page-One ranking for less than $100 and secondly it will land you in the SEO section of Page-One attracting 82% of the visitor CTR. The result is five times more traffic than you will get from the AdWords section and if your daily budget is $50 you can bank on saving $470,000 in the next ten years.

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Before writing DNO the SEO Revolution, I reviewed a significant number of SME (Small Medium Enterprise) websites. The result conclusively identified a number of common SEO faults while also highlighting from a website design and construction perspective we are close to the top of our game.

Where I found many websites failed is with the use of keyword research, sub-domain names, page content relevance, metadata construction, and ensuring all the prominent search engines were aware of the website.

For those of you who are interested in knowing how your website performs on each of these points the following information will be of assistance.

Keyword Research

This is the best place to start when developing a new website or reconstructing an old one. It’s the opportunity to identify how frequently certain keywords are used and the ideal time to put them into groups.

Now, if you do not have a Google AdWords account you need to sign up for one straightaway. This does not mean you need to activate it or even commit to spending a single cent with Google. When you have the account opened, go to Keyword Tools, enter the keywords from your website along with those of your top five competitors, and run the tool.

Google will allow you to download this search result as an Excel spreadsheet and from there you can sort the sequence so it lists all the keywords from highest to lowest in search volume or alphabetically. I recommend you change the cell color using different colors for each group of all the highly ranked keyword that best describe the product or service you offer.

The keywords grouped by the same color need to be incorporated into Page Content Relevance and Metadata Construction sections below and the highest ranked keyword need to be used in the creation of a sub-domain name or the specific product or service page it relates too.

Finally, use the highest volume search term from the spreadsheet and search Google for that word. What should be displayed are all of your competitors. If this is not the case then do the same for the next keyword down the list until you find your competitors’ website prominently listed.

Sub-Domain Names

Sub-domains are simple to understand, let’s assume your domain name is www.your-domain-name.com and the highest volume search term from your Keyword Research which for this exercise we will say was “sub-domain”. Using these two elements, we can create a sub domain called www.your-domain-name.com/sub-domain.html.

Including a highly ranked keyword in your domain name in this manner will increase the SEO ranking of the page by a factor of one hundred.

Page Content Relevance

Now the importance of developing page content that includes the keyword you have incorporated into a sub-domain is essential from a SEO perspective. The task however is to include as many of the keywords from the keyword research group as possible without making the copy verbose. The number of times you can use the sub-domain keyword will depend on the volume of the copy so as a guide you should aim for around 12%.

Metadata Construction

Your metadata consists of three different sections, Title, Description and Keywords and the sub-domain keyword should be included in all three sections.

The title which is limited to 70 characters needs to incorporate the sub-domain keyword and sell the hell out of the product or service you are offering.

The description, which is limited to 255 characters, needs to explain the sub-domain name keyword in a way that attracts the buyer to click on your listing.

The keywords need to include all of the keywords in your keyword research group. There is no need to include your domain name or your company name or any other keywords that don’t fall into the keyword research group.

Search Engines Submission

You will need to promote your website to the three major search engines via the links below in order for their spiders to crawl your website and perform a SEO function on your various pages.

Helpful Links

http://www.submitexpress.com/analyzer/ will allow you to see the relevance of each website page with anything other than a green color outcome unacceptable. The best way to use this tool is check the results from a page, modify the page content, title, description and keywords if necessary then run the process again until you secure the desired result.

http://marketing.grader.com/?s=wsg will allow you to see your current website’s ranked position. It’s not perfect but it will give you some ideas about where you are and what you need to do to improve the website. Now don’t get carried away with providing information about yourself otherwise, you are going to set yourself up for an influx of emails on the subject of SEO. Just enter your domain name and run the process.

http://www.google.com.au/addurl/?continue=/addurl http://www.bing.com/webmaster/SubmitSitePage.aspx http://siteexplorer.search.yahoo.com/submit

The information outlined above is part of my DNO the SEO Revolution strategy so you would need to do these things even if you purchased a copy of the book. DNO the SEO Revolution will deliver a permanent Page-One Ranking but doing the preparation work outlined above you stand a better than even chance of securing multiple Page-One Rankings on all the Search Engines for less than $100.

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I have often ask myself why, SEO (Search Engine Optimization) has to be so complex, difficult to understand and hard to secure Page-One rankings. When you consider Google holds over 84% share of the global Search Engine market, why do they feel the need to keep changing their Page Rank algorithm?

Now I am sure if you asked Larry Page one of the co-founders of Google, why they are constantly changing their SEO algorithm he would tell you the changes are designed to ensure the most relevant website content is delivered for every keyword. He would probably also tell you the changes are part of the process designed to maintain market share by staying ahead of the competition.

While both of these statements may well be true, I have to wonder if the question were phrased differently what the answer would be. Therefore, my questions to Larry Page are;

Question One – Do the constant changes to your SEO algorithm create confusion about how SEO works?

Question Two – Are the secretive and complex natures of your algorithms intended to limit the achievement of Page-One Rankings?

Question Three – Do you concede the confusion and complexity associated with SEO and the achievement of Page-One rankings force website owners to use SEM (Search Engine Marketing)?

Question Four – Is it possible for Google to serve two masters?

• Altruistic, delivering highly relevant content free of any charge.
• Pay more than anyone elses and we will grant you the top Page-One ranked position regardless of your website content or SEO ranking.

Summary

In relation to the first question the answer is a categorical yes, given there were 13 million searches for the term “What is SEO” performed on Google in December 2011.

In relation to the second question the answer has to be yes, otherwise Page-One would simply be a raffle.

In relation to the third question, the answer is categorically yes given the 29 billion dollars spent on SEM AdWords programs in 2010 and the 27% YTD revenue growth in 2011.

As for the final question, it’s not possible to serve two-masters and my source for this conclusion are the Holy Bible and the documentary, ‘Inside Job’ narrated by Matt Damon.

DNO the SEO Revolution does not use SEO techniques to secure Page-One Rankings on Google or any other Search Engine rather it circumvents the Google SEO algorithm leveraging the simple but fundamental content relevance rule.

DNO the SEO Revolution will deliver permanent and in some instances, multiple Page-One Rankings on all the Search Engines for less than $100 and it will achieve these results inside two weeks.

DNO the SEO Revolution will deliver dominant market position to the first website owner in each market category who uses the Internet Strategy outlined in the book.

The consequences of being second to employ the DNO the SEO Revolution strategy may well be a lifetime of competing for high priced SEM keywords or the ENDLESS pursuit of the remaining Page-One ranked positions left after DNO the SEO Revolution has finished claiming the best rankings.

Either way the cost for not being the first website to use DNO the SEO Revolution will be hundreds of thousands of dollars ripped from your company’s bottom line and added to Google’s 52 billion dollar cash reserves.

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