Bid on targeted, descriptive keywords. So don't just bid on "sock;" bid on "red wool sock." Not only are targeted keywords and phrases usually cheaper to bid on--they'll also attract more qualified potential buyers. Use a keyword selection tool like Google's AdWords Keyword Tool to research targeted keywords that attract maximum traffic for minimal cost-per-click.
What do these stats mean? First, these are from a profile I use that broadly groups types of content into single URLs. This site has over one million URLs, and I find most useful to categorize everything into types of pages (you can do this with filtered profiles in GA, which is probably the topic of another post). You can see the Index page of the site is how most people are entering by far. 22% bounce immediately, meaning something about the home page felt completely wrong for whatever those people were looking for. We’ll examine how to improve that number in future posts. You’ll notice a few popular blog posts have much higher bounce rates. These are the “Miss Untargeted” that are coming to your site for one-off content, but are probably not interested in buying whatever you are selling. It is interesting to note that one blog only has a bounce rate of 50%, indicating there is something about that post that invites people to dig further into your site.
For our client: We rolled out numerous new pieces of content onto their blog and news section; we aimed to make the content creative and funny. As the client was in the careers space we made use of “funny interview questions” and “technical interview questions” style articles. It was amazing that one of the articles even made it to the first page of Reddit. We also pushed out content which was related to various holidays in that year and also specific to the client’s industry and also current trends in the market.
I love your post. I keep coming back because you always have great content I can use in my business as well as share. Since I own my own Digital Marketing company I guess you would be one of THE influencers in Internet Marketing field. I just started my business and because most influencers on twitter are talking about Content Marketing, that is what I have been writing about. But my site is only about a month old so I will just stay consistent in my writing. I’m also in the process of changing my navigation bar so be know how to get to what they want faster. Which would be “what is SEO”, etc. Thanks and would love any advice you can give me.