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21 Mar

Keywords for Google AdWords Campaigns – Choose Wisely



The last time I’ve described how to optimize and scope the structure of a Google AdWords account, and now it’s time to share my tips for choosing cost-effective keywords for Google AdWords campaigns.

Once you add a keyword to your active ad group, be ready to pay for it. Since no one wants to pay on top of reasonable expenses, our task is to select the keywords which are really worthy of bidding. Let’s take a look at the priority factors to help us make the right choice:

- your advertising goals
- historical data
- keyword tool

As you can see, I didn’t include a website and advertised products to this list, for these are genuinely implied in your marketing activities.
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19 Mar

Google Analytics: The Lord of Code Modifications Part 1



When you work with Google Analytics, you should clearly understand that interface interaction takes only 60-70% of the whole work time and efforts.

Since you are supposed to know the general HTML principles, the structure of the website and its pages should be clear for you. This knowledge is required for working with code modifications.

The code modification is the way to improve the collected data. No doubt that Google is very smart, but sometimes some data should be processed manually.

In this article and the future ones we will consider all the code modifications in the following directions:

  1. Google Analytics code modifications
  2. Site code modifications for Google Analytics purposes

Main Google Analytics code modifications
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14 Mar

Naughty Unnatural Links, or Google’s March Combat

unnatural-linksWithin the past 6 months Google has achieved the record in releasing very serious and strict anti-spam algorithms.

However, according to the latest announcement from Matt Cutts, the Google Head of Search Spam Dep, there are even more to expect in the coming weeks.

Let’s review the algorithms we already know about, and try to predict the yet unknown upcoming ones.

  • Link Exchange is Dead

In the mid-November 2012, many webmasters have started receiving panic emails that their websites have been involved in unnatural linking schemes and networks (unofficially, Link Exchanges). Finally, within few days these websites were de-indexed and lost their PR. I would call this time the Link Exchange Death Days. The established SEO community members admit that Link Exchange is dead, but still do not confirm it. Hopefully, the time will make it, because it is always hard to lose something that was a part of your income.

My personal view: This penalisation should have happened earlier, because 99% of websites involved in Link Exchange are sheer link farms and propagating the same ones day by day. Thanks G-le, it is over now! Read more

06 Mar

Digital Marketing Trends 2013: Social Buzz Is New PR, Brands Are New Media



Why digital?

Online, Mobile, Social – this cross-platform approach revitalizes the term of Internet marketing as we know it, forcing brands to stretch out to their audiences via multiple channels. The question is what is dominant in this trio, and what will shape the future of marketing. The overview you see below is an attempt to put together and analyze the new marketing paradigm tackling this question.


Online platforms are now frequently viewed as traditional media comparing to the rise of Mobile and Social, where the Online factor is greatly referred to search engine optimisation and targeting techniques for PC and laptop users. The debates about the future of link building do not cease, but everyone is certain: SEO’s should adapt early to the “content shift”, serving not only relevant, but useful and share-worthy information. Read more

01 Mar

SEO Demotivators: Is Link Building Really Dead?

As rumor has it, link building has untimely deceased. But let’s look at the facts: is it really true? Whether you’re celebrating link building’s demise or not, there is always a chance for LOL, LMHO and other good humor reactions. Our SEO team has created a pile of SEO demotivators to cheer you up in this solemn moment – take a look at our TOP-3 choices and visit our Facebook page for more pics!

TOP-1: Link Building Undead

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28 Feb

TOP-5 Things SEO Specialists Often Forget

top-5-seo-thingsSearch Engine Optimization is a complicated multi-stage process which lets the website hit top positions on Google. Sometimes SEO professionals tend to forget about some SEO wisdom which often determine the future success of the project. Let’s take a look at these points to understand what we should concentrate on while starting an SEO project. One small remark: we’ll speak about promotion in competitive niches. So, let’s take a look:

1. Top-notch websites take top places

Before starting an ambitious SEO campaign, make sure the website you’re working with is really worth top places on Google for your keywords. Explanations like “customers only need to see my phone number” don’t work. The website should have a good design and be easy-to-use for visitors. Otherwise you run a risk of being wiped out from the top-10 results in the next visit of a Google assessor.
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22 Feb

SESLondon 2013: Key Words and Key Notes

ses-london-2013-keynotesThat’s been a lot happening around at SESLondon, both at the stage and while networking breaks. There has been plenty of food for thought aired up,  lots of hands shaken and surely lots of words said.

In all that buzz, there were certain keywords repeated every so often. In fact, they could shape up a fairly good-looking keyword cloud, with the following words (and phrases) highlighted in big bold font: Content, Context, Content Marketing, Link Building Is Dead, Social Is About Humans, Programmatic Marketing, and Optimize.

All these keywords are proper candidates for forming an upcoming Internet marketing paradigm: things indeed are changing, and one in the industry no longer can step over these things.

Let’s take a closer look at these key words and phrases.

Content, Context and Content Marketing

SEO is finally married to Content. Period.

Finally, Googlers’ dreams do come true: SEOs are now concerned about quality, relevant and linkable content more than ever before. This major shift from having lots of great SEO-valued links to having lots of cool, users-liked content did happened, and it’s now a matter of time for the industry to fully absorb and use it.

One of the most important things to remember here is being in context. Even if you have a best-on-the-planet bit of content, but it’s out of context, you’re busted. Keep checking whether you go (and lead your clients) with the flow, otherwise your risks are increased big time.

Another sub-word to keep in mind is “curated”. Curated content is our prince now, yet to be King Arthur one day.
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21 Feb

Google Analytics: What Would You Do with Regular Expressions?



During my interaction with Google Analytics, I have made a conclusion that without specific manipulations you can use only 50-60% of this fantastic web analytics tool power.

By saying “specific manipulations” I mean a wide circle of custom settings: reports, segments, filters, dashboards and so on. However, I want to dedicate this article to unconditional King of the transformations and custom implementations – the regular expressions.

If you ask me to define what are regular expressions (by the way, let’s call them just RegEx), I will tell you that RegEx is a specific language which will help you to speak with Google Analytics. RegEx allows to group general data.  For more detailed basic information with every RegEx symbol descriptions you can visit (Google Analytics Support Center). Here I don’t want to be a teacher who forces you to learn the definitions by heart. Instead, I will provide you with several practical cases with regular expressions. Read more

14 Feb

Adding Website Content: What Do You Need to Know?

adding-content-to-websiteLet’s imagine you have successfully performed on-site and off-site SEO audits for your precious online asset and fixed all found issues.

Now it is the time to fill it with unique and attractive content: texts, multimedia files, etc. In this article I share the best practices of how to do it in compliance with the Google Webmaster Guidelines and bring ultimate benefit for your website:


Every landing page should have at least 300 words of unique content that is written by a professional copywriter or a niche representative. The text should have the right keyword density – 5-7%. At the same time, the content should have H1-H3 tags, which are used wisely and do not set your teeth on edge. Also, if you add content via Source mode, make sure that the HTML code is correct and has all closing tags, etc. For this, use various HTML validators to confirm it.
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08 Feb

My Copywriting Manifesto



…and somewhere along these lines you’ll get convinced how much you can actually tell with words. The Right Words.


Google says, content is King. I say, in fact it isn’t. It is you who empower your content to reign over lame and poorly delivered messages. In this share economy we are experiencing now, first you create buzz, then you make your voice heard in it. It is exactly what a copywriter’s task is.


Copywriters are no word jugglers, although they can easily make it or break it with just one move. They can describe a brand before it exists, or they can ruin it at the ultimate stage of its recognition. What’s the key? Attention. Peer-to-peer communication forces us to speak the same language with our customers. Break the ice. Learn to listen.
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