Effective solutions to in-house SEO, PPC & Campaigns
This year at PubCon Las Vegas 2010 the session “Effective Solutions to In-House SEO, PPC & Campaigns” offered some extremely valuable strategies for social media marketers. The session was led by Laura Callow, Allison Fabella, Laura Lippay, and Topher Kohan. Here are some of the critical take-away points from they collaborative presentation on In-House SEO and PPC campaign recommendations for best results:
- An in-house team of SEO, PPC, and campaign experts may want different things out of the website – watch out for “sizzle” elements such as all-flash sites – the team needs to collaboratively “speak geek” and look at the website in Google’s eyes to make the best strategy recommendations.
- You may face branding limitations when working with each department – for example, your SEO team could find keyword research that proves “discount hotel vegas” is a top searched keyword, but your PR/Marketing team does not want you to use it on the site. What to do? Come up with a plan of absolutely “banned” words and “compromise” words before you start a new strategy. Also, come up with areas on-page that you agree are OK to use the words. For example, it’s OK to use a “pet friendly hotel” word on all on-page except for H1 tag so it’s away from majority of user’s first glances of the page.
In conclusion, the PubCon session on “Effective Solutions to In-House SEO, PPC & Campaigns” was able to provide some specific tips on how hotels or hospitality industry teams may be able to work together most effectively to optimize their website while all meeting common goals.
Contributed by: Natalie Evans, Milestone Internet Marketing