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Here’s a follow up to our previous post on interlinking your social pages and posts.

In order to get the best ranking results from your social pages and posts, there are
a few things you need to know about how Google manages to index the billions of new
posts per day, and which ones they decide to add as search results.

The first thing you need to know is that the social pages that are indexed are no longer
stored on a hard disk like they were ten years ago. Instead, the results are stored in
RAM across thousands of machines which is incredibly fast but also very volatile.

This is necessary because there are so many new posts that storing them in a hard disk
memory and sorting them later for the index is not an option. They have to be stored
temporarily and organized practically immediately for near instant (within minutes)
inclusion in the SERPs.

This means two things, because RAM is so volatile, a small system glitch or power
outage on the machine that is storing your new post could mean that the data is deleted
and will never appear in the index, second that the SE needs to find a way to pick out
the few pages and posts from each social network that they are going to index and add
to the serps, and they need to do it fast.

Not all new sites are treated this way, this is a new index system that was developed
specifically for social networks and sites because they are updated so frequently and the
data becomes outdated so quickly. We have seen pages that have been posted to Digg
appear in the serps in as little as two minutes and typically within 5.

With that in mind, the second thing you need to know is…

Obviously, every new social page such as a Digg post or a Squidoo lens cannot become
a top ten listing, regardless of how well optimized it is, otherwise the search engine
results pages (serps) would change every second!

So Google looks at a couple of things to determine the ranking of a users page or post.
First they look at the at the amount of time a post stays on the main page of the social
site and then they look at the amount of views it gets, how many users link to it, and
the amount of time users spend viewing the page.

What does this mean? It means that you need to find ways to get your new pages and posts
to remain on the main page of the social site longer, you have to get eyeballs looking
at them and you need to make sure they are looking at them for a long time, long enough
to read them in their entirety.

In conclusion…

First and foremost, and although I did not mention this before, it should make perfect
sense: The title of your post, page, lens etc. is the most important part of the process!
The more interesting and thought provoking it is, the better the likelihood of it getting
clicked and read.

Try to get your pages, posts etc. listed in the featured section of the social site main
page, the longer the post remains there, the better the chances of it becoming a top ten
search engine result.

Another way to keep it on the main page longer is to get your readers to vote it up, this
feeds into the next thing to do, which is…

Get people reading your new post as soon as it is posted, twitter it, send an email to
your list, post it on facebook etc. The more people that read your new page the better the
chances again, of it staying on the main page and ranking in the serps.

And this should go without saying, but I’m gonna say it anyway, make the post interesting
and informative so that the people reading it will read it all. This not only helps get the
current post listed, but it assures that the next time you make a post and ask your readers
to take a look, they will, because they expect it to be good.

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One mistake that many people make is sending their PPC traffic to an unfocused or bad landing page.

You want the landing page to be relevant to what that person searched for. This will ensure that your visitor doesn’t simply click away the second they land on your page.

People are often trying to find something very specific, and if it’s not clear that you have what they want you’ll lose that visitor fast. If you make an effort to customize a landing page that is relevant to your website you will find that your traffic converts a lot better.

This often means sending visitors to different web pages depending on the keyword they clicked on.

For example, if one of your keywords targets “natural acne treatments for sale,” you want to make sure the page people come to clearly showcases these natural acne treatments.

If a different ad created references “homemade recipes for acne,” that landing page had better show some homemade recipes.

It might seem picky, but the more targeted your page is, the more likely your traffic is to convert into sales.

But that’s just one reason for a targeted landing page and it is meant for the customer.

There is another reason as, if not more,  important to match your landing page directly to the keywrod that is being used in the ad, and that is: relevancy score.

The relevancy score that a search advertiser such as Google Adwords and Yahoo, assigns to each of your ads and keywords directly affects how your ads are shown in the SERPs and how much you pay for the clicks on a per keyword basis.

If your ad is not relevant to the landing page, you may end up paying alot more – up to $10 – per click!

Whereas if your ad is extremely relevant to your landing page, you may actually pay less and rank higher on the page than advertisers paying more than you for the same keyword and click.

This is their way of rewarding you for taking the time to provide quality and relevancy to the searchers.

Pay Per Click Tip #5 will be coming tomorrow so be sure to bookmark and come back!

If you found this tip useful, click the twitter link below and send it to your tweeps…

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Sometimes, people don’t click on our ads even when we think they’re great. There are many different reasons for this, and that’s why it’s so important to split test your ads.

Pay Per Click engines like Google Adwords actually make this easier than ever. You can set up two or more different ads so you can see what is the better performer over time. I recommend that you take advantage of this because you might find that one ad never gets clicks and the other gets great clicks and conversions.

Once you have these results, you can delete the non-performer and concentrate on the one that’s giving you the level of traffic and sales that you want.

It’s important to keep in mind that if people are searching and your ad pops up it should contain the keyword you’re targeting. That’s because the search engines highlight the keywords in your ad, which makes them stand out more to your prospects. This is a great way to get more clicks and more traffic.

So rather that putting all your ads in one ad group and throwing in all your keywords, seperate them into smaller adgroups.

Each adgroup should contain only the keywords that appear in the title and description of the ads in that ad group.

This in turn will increase the click thru rates, the relevance of the ad and the quality score of the ad as well which Google will reward you for by lowering your click costs and over time moving your ad higher up in position on the SERPs.

By having a high quality score for each ad, you may have a higher positioning in the SERPs yet pay less than the ads that appear below you.

Pay Per Click Tip #4 will be coming tomorrow so be sure to bookmark and come back!

If you found this tip useful, click the twitter link below and send it to your tweeps…

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