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Poor Performing Keywords? Why Pay for 'Em?

There's no need to pay for poor performing keywords. And Melissa Burdon offers a plan for weeding them out and shifting your budget to the top performers. First, look at your top traffic-driving keywords for both paid and organic search, and decide whether they're too ambiguous to be useful.

For example, "training videos" may have driven high volumes of traffic to your Conflict Resolution Training Web site (complete with video tutorials), but much of that traffic may not have converted because a high percentage of visitors were actually looking for "personal training videos" or "management training videos." Narrow down your traffic-drivers from your conversion-drivers.

Burdon also says that you should avoid the more ambiguous and often very pricey generic terms in your niche. Instead of trying to rank (organically or paid) for "TV," why not go after "refurbished TV," "quality used TV," or "cheap used TV NY," and so on. Getting rid of broad, non-converting terms is one of the best ways to manage your SEM and SEO bucks, Bardon says.

Read the whole story at Future Now »

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