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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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SEMPO Cities Vancouver Mini-Conference: October 27, 2015 at Steamworks in Gastown (375 Water Street) on Bing Platform Review and Product Road Map & SEO in a Mobile-First World, Multilingual SEO and More.

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Term Definition

SEM /// Acronym for search engine marketing and may also be used to refer to a person or company that does search engine marketing (i.e.., "They're an SEM firm).

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Canadian Search Engine Marketing Professional Association (Canada)

Search Engine Marketing Professional Organization (Canada)

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Search Engine Optimization (SEO) Vancouver & Kelowna (BC) Canada

“Companies who spend millions of dollars developing corporate Web sites are unintentionally damaging their Web site visibility in search engines, according to a study by iProspect.”

Search Engine Optimization (SEO) Definition: (source Wikipedia) Search Engine Optimization (SEO) is considered a subset of Search Engine Marketing (SEM), and is a term used to describe a process of improving the volume or quality of organic (aka. free) traffic to a web site from search engines, usually in “natural” (“organic” or “algorithmic”) search results. Many site owners and consultants engaging in Search Engine Optimisation (SEO) attempt to pursue qualified visitors to a site, and the quality of visitor traffic can be measured by how often a visitor using a specific keyword phrase leads to a desired conversion action, such as making a purchase, viewing or downloading a certain page, requesting further information, signing up for a newsletter, or taking some other specific action.

Once the set up is done in pay per click (PPC) search engines and everything is up and running, you quickly realize that search engine marketing (SEM) is the best form of marketing you have ever done, no matter what size your business is or the amount of money you spend per day. You also realize that you need to keep paying for those qualified leads if you want to stay ahead of your competitors. Now, with the reporting system we have in place, you’ll soon notice there are 2 types of traffic that’s coming to your site: paid traffic, in the form of sponsored links or “paid search” and organic (free traffic). Free traffic can be obtained by search through a directory (Yahoo, Looksmart and DMOZ) or from organic search results. As we want to increase the amount of free traffic to your site, we will need to work together to “optimize” (SEO) your site based on your targeted search phrases.

1- Search Engine Optimization (SEO): What is your site “theme”?

To determine your sites “theme” we must first understand the content within its pages. Most sites content display detailed information about their products/services as well as corporate information. By analyzing all the text from every page, we can compile a list of words that are relevant to the site. Before we even submit the site, we need to make a thorough analysis of all the keywords on a page by page basis.

During this process, the meta description tag must be carefully optimized based on the “theme” of every page of your site. The body copy must also be optimized in order to satisfy search engine requirements.

2- Link building – off page factors SEO

As more and more companies know about SEO, they tweak their site with the right amount of keywords so that they can improve their ranking. There is still one element that is critical for good search engine ranking: Link popularity.

Briefly, link popularity is the amount of links on the Internet directed to your sites. Not all those links have the same weight or importance and search engines are now making heavy use of link popularity in their ranking algorithm. Google is a search engine using link popularity as the major factor for its ranking algorithm. To measure your link popularity: see Marketleap.

As link popularity is “unfakable”, there is no shortcut that can be taken here. Link building is a time consuming process but provides long lasting results from which you can obtain free traffic.

To find out more on link popularity, click here.