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Recently, a new client of mine in Vancouver Canada brought something puzzling to my attention and needed my help to decipher across various discrepancies while they were working with Yellow Pages Group (YP) Canada with regards to their Pay-Per-Click (PPC) AdWords Campaign. As I was collecting many data points, I thought it would make sense to warn people on working with YPG as they may be double dipping in your wallet behind the scene. I basically was tasked to reverse engineer all aspects of their contractual agreement as YP Canada were unable (and probably unwilling) to shed any lights over a large number of data points. That in itself seemed troublesome enough to me to raise many red flags so here they are. 

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01/26 /// Online & Social Media Specialist - University of British Colombia (UBC) - Vancouver (BC);
University of British Colombia (UBC) (Sauder School of Business at the University of British Columbia)

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Search engine marketing FAQ

New e-business owners frequently have the same questions about growing their online presence. Here are a few:

Q: Is my Web site ready?

If you are proud of your site you will want to invite everyone you know to take a look at it and buy products or services from you. If not, then you might not be ready to invest in search engine marketing (SEM), yet.

We will work with you to find the right partners to build a polished and professional site before you start optimizing it for search engines and showing it off to the world.

Q: How much do your services cost?

If you are not prepared to invest, say $2000 or more, there is not much we can do to get you better positions in search results.

But ask us about your return on investment. $2000 may be the best money you ever spent.

Q: How long does it take before I see results?

In a search engine optimization (SEO)-only program, it might take from 6 months to a year before results are tangible. SEO is a long term effort and it takes some time to achieve the positions you want in the organic side of search results.

A plan that involves Pay per click (PPC) provides near-immediate results, which explains why so many companies start there.

Q: What do I need to get started?

You need a search engine-friendly Web site, a great hosting plan, the motivation and seriousness to bring your business online. And some investment.

Q: My site is made in Flash, what do I do?

We do not optimize Flash sites. In this case, we will refer your business to our partners to build a search engine-friendly site, then we will optimize it.

Q: What is my hosting requirement?

Most companies that are interested in search marketing have not taken a close look at their hosting service (server)—important because you will need a reliable hosting service as more online users visit your site.

Some companies have a transfer quota which could create a problem as your traffic grows. Make sure your Web site is always live 24/7 and the content is up to date.

Ask your hosting company to provide you with analysis of the log files in the form of a statistics report (user sessions, unique visitors, page views). The most widely known Web analytics software are: Google Analytics, Webtrends and LiveStats.

Most search engines offer free hosted solutions for Web analytics, which are all great and generally equivalent.

Q: I submitted my site to search engines and directories, is this sufficient?

No. Most companies submit their site to search engines and directories before it is properly optimized. Then they realize they have poor search engine ranking and poor resulting traffic and conclude that the Internet does not work! (commercially speaking)

Having a storefront on the Web is much like a brick and mortar business. It takes a sustained effort in marketing and networking to make it a success.

The most important ingredient for high search engine ranking is link popularity, also known as link analysis. To lean more about linking, click here

Q: Is it possible to buy ranking ?

Fortunately for search engine marketers like us, we can now buy a position at the top of search engine results. This is called pay per click search engines with a bidding process involved. The highest bidder gets the top position and the engines use money as a ranking filter.

We have developed a technique with pay per click search engines that creates an unbeatable return on investment and an excellent retention rate.

Ask us for a Search Engine Optimization (SEO) proposal to get more information. We also offer packages that include a Pay per click component.

To find out more about pay per click search engines, click here

Q: I have a 1000 hits per day, is this good?

Definition: A hit is a single file request in the access log of a Web server. A request for an HTML page with three graphic images will result in four hits in the log: one for the HTML text file and one for each of the graphic image files.

While a hit is a meaningful measure of how much traffic a server handles, it can be a misleading indicator of how many pages are being looked at. Instead, advertising agencies and their clients look at the number of pages delivered, plus ad impressions or views.

The best measurement of online traffic should be calculated in user sessions (also known as visitor sessions), unique visitor and page views. As an example, one unique visitor can generate 4 user sessions and 10 page views.

Hit is an old and misleading measure that was used at the beginning of the Web.

Q. What kind of result can I expect?

Most search engine optimization companies will guarantee improvement on search engine positions or traffic. We guarantee an unbeatable return on your investment with us.

When you start with Pay per click search engines, since you only buy for targeted leads, this strategy pays for itself quickly as it generates more sales. Usually, for every $10 invested you can expect $100 of new business.

Our clients quickly realize that search engine marketing works. More money is usually thrown in the marketing of your site than on improving your traffic on the free side of search results. It all pays for itself in the long run.

Q. How do we monitor results?

As soon as we start we monitor the results (traffic, cost and sales) on a weekly basis. You’ll be amazed with the quantity of information we analyze and might be happily surprised to see what we can learn from these reports.

You will also receive reports (Excel spreadsheet) on a monthly basis and will notice that there is extensive information there to analyze.

Q. I want to know more!  What do I do?

For more information about search engine marketing or Internet advertising, or to set up a meeting to get your business started, .(JavaScript must be enabled to view this email address).

Alexandre Brabant BComm
Search Marketing Specialist
Phone: 778-371-9988