Reduce Pay-Per-Click Ad Spend costs with a silo structured website

Posted on 03. Dec, 2009 by brian in content development strategies

Why Search Marketing Agencies dole out bad advice on PPC campaigns and what you can do to address it . Look, Pay-per-click advertising is pushing the 50 cent per click barrier and the best way to keep this in check is to have high quality scores with google.Traffic only works if you can convert the user to a take the next action once thet get to your site so why spend a fortune on ads with the big search engines when your website content sucks and is not engaging enough to convert anything let alone a link from a PPC campaign that is costing you a fortune per click.

Content is still king and one of the things that is little known about in search engine circles is that most of the major search engines rely on what is called silo architecture to support their search engine ranking pages. By clustering supporting keywords around the parent search term they can help users find their results more efficiently.

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So, What does this all mean for your website and how can you keep your Ad spent costs down.

By researching not just the keyword but what we call in search marketing terms the seed term that people are looking for we can flush out the supporting keywords which we call clusters to support a prop up our parent keyword phrase. By using these supporting keywords in our highly relevant content and containing the content to a specific silo with a parent term at the top of it we can see increased authority from the search engine. We also want to drive traffic to articles within that sio structure that support the top level keyword.

Bottom line by giving your site more authority for the supporting and parent term keywords and by internally linking those articles in each silo you will attain authority which will lift your rankings and increase your page rank score, quality score which will lead to lower costs for PPC ads.

Next week i will discuss how to set this up on your site and which tools, frameworks and effort is required to put this type of program into effect.

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