According to Google, quality score is a measure of relevance.  I’ll cover Google’s definition of quality score and a specific tactic to improve quality score.

Here is Google’s exact definition of quality score.

According to Google, quality score is influenced by:

• Historical Click through Rate (CTR)
• Historical CTR of the display urls in the ad group
• Click through Rate of your account
• Quality of your landing page
• Keyword relevance to the Ad Group ads
• Relevance of the keyword and ad to the search query
• Ad Words account performance
• Other AdWords relevance factors

So to improve your keyword quality score, those are the levers to pull.

There are several articles out there on ways to improve your AdWords quality score.  One of the simplest methods I know is to create highly targeted, focused Ad Groups. But in the end, you need to improve your click through rate – quality score is, in my opinion, a way for Google to optimize the ROI of their Ad Words revenue stream, but that is a separate topic.

How Ad Groups Can Improve Quality Score

If your AdWords keywords are experiencing low quality scores you are paying more money for the same placement. Here is an easy way to give your quality score a boost.

1. Identify your AdWords keywords suffering from low quality scores
2. Group those keywords into relevant clusters, for example
   1. Widget Keywords separate into clusters: Blue Widgets, Red Widgets and Yellow Widgets
3. Create highly targeted Ad Groups for each cluster – 3 to 5 keywords per Ad Group
   1. Title the Ad Group with the targeted keyword
   2. Use relevant, focused keywords for your Ad Group
4. Use the various keyword match types for each keyword
5. Create ad versions using the targeted keyword theme for each Ad Group “cluster”
6. Direct each ad version to a landing page
7. Optimize the landing page for the targeted keyword for the Ad Group

More Ways to Improve Quality Score

There are many resources out there on improving your Google AdWords quality score.  Remember, your click through rate (CTR) is going to have a large impact on improving your Ad Words quality score so fundamental marketing principles come into play. Here are some other resources to help you improve the quality score of your AdWords keywords:

Improve Quality Score

And for the basics, here is a

Google AdWords Tutorial from Marketing Practicality

Finally, a great video explanation of the Google AdWords Quality Score directly from Google – as you watch it, consider ways to improve your AdWords quality score.

Keyword selection is a crucial part of developing your internet marketing strategy.  Many factors come in to play, such as:

1. What is the search volume for my targeted keyword?
2. What is the relative competition for the keyword?
3. What is the relevance the targeted keyword to my website’s content?

Presuming you already selected keywords with (ideally) high search volume and relatively low competition, then it’s time to answer how relevant the keyword is to your site’s content.  This can be a deceptively tricky process, so here’s a keyword selection tip as well as a great tool to validate your keyword selection strategy: Google’s Wonder Wheel.

Google’s Wonder Wheel

The Wonder Wheel is a free tool that is easily accessible within Google – no need to log in to a Google account.  Simply perform a search (in the example above I searched on “internet marketing”).

In the light blue bar (below the search box) you’ll see “Show Options”.  When you click on Show Options, a sidebar opens up and about two-thirds of the way down the list of options you’ll see Wonder Wheel, this is where the fun starts.

Once you select Wonder Wheel your search term will be graphically displayed in a hub and spoke pattern – similar to a mind map pattern.  The spokes are based on actual Google searches and represent a visual display of how people searching on Google refine their search terms, switching from short tail terms to long tail terms or even switching search terms entirely.  Again, in the image above, I searched on Internet Marketing and selected the spoke Internet Marketing Company.

For example, if someone searched on the term Apple, the intent of the searcher is difficult to fully understand (i.e. is the person looking for computers, phones or fruit – or something else entirely).  Using the Google Wonder Wheel can help you identify terms that are highly relevant to your product or service, and if your web page is optimized effectively, you will attract more qualified traffic.

Keyword Selection Tips – Keyword Relevance

The concept of keyword relevance should not be casually overlooked or assumed. Just because you believe a specific keyword is relevant to your business does not mean the masses searching on Google will use that term to find your service or product.  So start by casting a wide net and then use Google’s Wonder Wheel to refine your keyword targeting.

And note – although this post is mainly covering the Wonder Wheel and Keyword Relevance in SEO – this tool also works well for identifying long tail keywords for your Google AdWords campaign (pay per click marketing).

More keyword selection tips will follow in future posts (search volume and competition) – in the meantime, try using Google’s Wonder Wheel – let me know what you think of it and if you think it is a useful tool.

The Importance of Meta Keywords and SEO

Meta Keywords Tag is not important in search engine optimization – or not in the way you want it to be.  Many high ranking websites don’t even use them.  I admit, I still use them sometimes, perhaps it’s just an old habit and often clients insist meta keywords are important – but consider the following if you choose to use the meta keywords tag:

1. Keep the keywords short – 5 or so is fine
2. Use relevant meta keywords – don’t add keywords that aren’t in the web page’s content
3. Meta keywords should be unique to each page
4. Understand meta keywords won’t help the ranking of your page but overuse or misuse can negatively impact rankings
5. Your competitors can easily view your meta keywords and know which terms you are “trying” to target or rank for – think about that

If you, your SEO resource, or staff thinks that meta keywords are a way to improve your search engine rankings – well, they are not.

The Importance of the Meta Description and SEO

The meta description however is an important meta element – because, as shown in the picture above, the meta description is what search engines typically display to describe your website.  While the meta description does not have significant SEO value, it does influence whether or not someone may click on your website’s search engine listing.

For that reason alone, care should be taken to craft relevant, meaningful description that are unique for each page.

In some cases, a search engine will choose to display a description other than what you have carefully worded as your meta description.  The most common example is Yahoo! is a Yahoo Directory description (if you have one) or search engines electing to use a DMOZ description (if you have one). Though I have even seen Google use alt tags as a web page description.  Yahoo! directory and DMOZ listings can be easily controlled (by using another meta tag!).  If Google is using other on-page elements for your description you need to understand why and fix it.

Your Website’s Title Tag and Search Engine Optimization – SEO

OK – the title tag (which is not a meta tag) has significant search engine optimization value and they influence whether someone will click on your website’s search engine listing.  So website titles should be crafted carefully and well, to target the intended keywords, provide a meaningful description of your website’s page and influence someone to click through your website’s search engine listing.

The title tag is probably the most important on-page seo element and one of the easiest to modify and improve.

SEO Marketing Services – Pricing and Value

So if you are shopping a search engine optimization partner, and you see a variety of different rates and service levels, and you don’t really understand what kind of value you are getting for your investment, I’ll offer these points for your consideration.

• If the seo service provider is planning on changing your meta tags, title tag, submitting your website to a bunch of search engines and directories – the rate is probably low, for a reason.  There will be little return (albeit some) for that sort of service.
• If your seo marketing resource is charging you a high rate for doing the above, look elsewhere.
• Many seo marketing agencies offer tiered plans – and while it’s good to see a list of what will be done for your marketing investment, understand you are purchasing a pre-packaged seo plan – which may not fit the specific needs of your business.
• If your resource provides seo marketing services which include on-page and off-page optimization; stays current with search engine trends; understands the different algorithms and has a successful track record with other clients – you may be on to something.  If you can effectively determine that seo provider’s professionalism and responsiveness, well then, now you may really be on to something.  Just be sure to use a qualified seo marketing consultant.

Meta Tags and Search Engine Optimization – Recap

So to summarize, here’s the real search engine optimization value of meta tags:

Meta Keywords – They will not help your search engine rankings. If used improperly, they may have a negative impact on your search engine rankings.

Meta Description – Important for your search engine listing and can influence whether or not people click on the listing and visit your website.

Title Tag – Very important for both search engine optimization as well as gaining traffic from search engine listings.

OK – it’s 2010, are you considering your resolutions for your small business website? If you are looking for small business website help, one of the things near the top of your list should be website security risks.

Do You Backup Your Small Business Website?

No one wants another task added to their list, but regularly backing up your website can save a lot of headaches if your website gets hacked.  I have had several clients come to me because their search engine rankings dropped significantly, which often results in a drop in traffic to their small business’ website, which results in a loss of revenue.  Having a small business website can be your primary means of revenue so I strongly recommend your consider the website security risks associated with the responsibility of owning a website.

Blogs and Website Security Risks

WordPress can be a great help to your small business website.  It is an extremely robust and useful, open source blogging platform.  But with popularity comes a price.  WordPress blogs have several website security risks – hackers have automated the process.  In fact most clients that come to me for help with their small business website (after a major drop in rankings) – have had some sort of website security breach.

Here is a great article on best practices for managing a small business WordPress blog:

Triple “P” Of Total WordPress Security

Website Security Risks and Your Small Business Website Host

Have you checked with the company that hosts your small business website?  Do they regularly backup your website?  Are you comfortable that your website could be completely restored in the event of a malware problem?  If not, I recommend you check with them and don’t leave anything to chance.  Backing up your website yourself can save you a lot of hassle if your hosting company isn’t there for you when you need them (or you didn’t understand their policies… remember all that fine print?).

An Ounce of Prevention

It’s an old saying but good sayings get old for a reason.  So if you are looking for small business website help first consider your website security risks. Then move on to the fun stuff like SEO, Google AdWords and other small business marketing techniques.

Niche Businesses Defined

A niche business generally operates in the low volume, high margin realm. This is achieved because the product supply is low, as is the demand for a unique product or service.  Once the product becomes mainstream, more competition enters the market and the business model shifts away from what I consider a traditional niche based business.

My clients range from under $1 million in revenue to over $90 million in revenue annually.  I don’t see too many businesses that I would call truly niche earning over $20-$30 million in revenue.

What Drives Niche Business Success – the Product or the Marketing?

Consider some of these niche businesses:

• Tree Houses
• Residential Putting Greens
• Antique Hardwood Flooring
• Gorgeous, Furniture Quality Plantation Shutters

What Golfer Doesn’t Want This?

Depending on what appeals to you, these are very cool products.  I mean, who doesn’t like tree houses?  If you like golf, you’ve probably dreamed about having a putting green in your yard.  And the plantation shutters and the antique flooring appeal to those who like the finest things in their home – you should see these things – they are beautiful.  The products have great appeal – the companies are successful through niche business marketing.

Niche Business Products

In their own right, each of these niche businesses is quite successful – even during this economic downturn. And the product appeal and quality cannot be disputed.  So does a great niche product or service make a successful business?

It certainly helps – especially if the product can be established as the niche market leader.  A great product is a wonderful thing – but it’s not the only thing.

Niche Business Marketing

There is no denying a great, high quality product and a customer-centric focus does wonders for a niche business.  But the most successful niche businesses I have worked with approach their business as sophisticated marketers and business owners.  Meaning they do not personalize business matters and have a systematic approach to maintaining, improving and growing their niche business.

Great products help close the sale – but to get to that point, niche businesses need effective marketing.  And there is no medium out there that better supports niche business growth than the internet and search engines.  Go into your town and look for the custom, residential putting green installation store.  I’m guessing you don’t have one.

Of course, you (and everyone else) would likely have started with Google or another search engine if you were seriously considering a backyard putting green.  That’s why the most successful niche businesses:

• Have great products
• Run their business like a business – not a hobby
• Invest in internet marketing

Niche Business Success – Great Product or Great Marketing?

It starts with marketing.  I’ve seen far less exciting products fare extremely well when backed by hard work, discipline and an effective marketing process.

But if you have a remarkable product and great marketing, that’s the key to successful niche business ownership.

If you do these three things effectively, your small business internet marketing efforts will be successful.

1. Search Engine Optimization (SEO)
2. Pay per Click Marketing (PPC, Google AdWords)
3. CRM Marketing

I have the privilege of working with many small business owners across several industries.  And rarely do I come across a company that is doing all three of these “legs” effectively.  More often, a small business does one or two of them, and provides explanations as to why they don’t do the others.

Granted, each of these items are entire industries, so all the details can’t possibly be captured in one article.  But the basic premise applies.

If you have a website for your business, and your website generates leads, then this is for you.

Search Engine Optimization – SEO

SEO gives your website visibility in search engines.  And search engines, Google in particular, are the yellow pages of 20 years ago.  It is where potential consumers start to find a product or service.

Do not spend $10,000 developing a great looking website without giving serious consideration to SEO – I’ve seen this too often.

Essentially, SEO is the process of increasing your rankings in search engines for targeted keywords.  Keywords you have strategically selected to generate qualified traffic and ultimately sales from your website.

The upside – SEO has momentum.  Once your website starts ranking and gaining authority, it is easier to rank for other terms, more people link to your site, and it continues.

The downside – SEO is not a quick process.  It is not a magic bullet or “get rich quick” scheme.  It is, frankly, a lot of work.  So don’t expect overnight results from SEO.  Consider it a long term strategy.

Google AdWords and Pay per Click Marketing – PPC

Pay per Click Marketing, commonly called PPC, however can produce results overnight.

Google AdWords is the most common platform for PPC marketing.  You can set up a Google AdWords account in a day and start generating clicks.  With Google AdWords, you can appear on the “first page” of Google in a day.  This can be a powerful tool.

The upside - PPC Marketing is quick and targeted.  The major search engines offer robust PPC marketing tools to help you better target your campaigns, improve response and save money.

The downside – The cost.  These placements do not come free.  You set a daily budget and your ads will be served as long as the daily budget allows.

CRM Marketing

CRM Marketing ties in your marketing efforts to your sales efforts – and your sales results.  So you can identify not only which advertising mediums are producing the most leads (and what that costs you) but you also see which leads are producing the most sales – now you can track ROI and truly optimize your marketing mix.

The upside – CRM systems can be incredibly powerful tools for your small business marketing efforts.  Not only do they integrate marketing and sales – but most integrate customer service and several can tie in to your ERP or financial software.  It all depends on your needs.

The downside – I suppose one could say the cost, but I believe CRM systems more than pay for themselves if used properly.  The biggest downside I’ve encountered is people.  More specifically, getting people to buy in to a new way of doing things and getting the most out of these incredibly powerful tools.

Successful Small Business Internet Marketing

The trick is finding the time and resources to make sure all legs of the “stool” are done well.  Otherwise the stool gets a bit wobbly, or worse, it falls down.

But having witnessed many companies and how their internal marketing operates – the businesses that effectively use seo, pay per click marketing and crm marketing have successful small business internet marketing programs.

Tracking marketing metrics is a key element of successfully managing your marketing process.

Of course tracking a bunch of numbers does nothing for your business (except consume resources – if you are not tracking the right marketing metrics.  Also, you need to act on your metrics – tracking data is pointless if it doesn’t lead to action.

Which Marketing Metrics are Right for Your Business

This of course depends on your business model, but let’s say your business relies on new leads (as well as existing ones) to generate sales.

The first thing I recommend you do is ask yourself – what a the three pieces of information to run my business (or marketing department).

I prefer to know what the quantity of new leads are, as well as the quality.  You can learn a lot by tracking those two things over time.

In marketing metric format, this could be represented as:

New Leads – the number of leads coming in per day (quantity of leads)

Cost per Lead – the specific cost associated with acquiring these leads (always track costs)

Conversion Rate – What percent of these leads translate into sales (quality of leads)

What Gets Measured Gets Managed

It’s true.  If you discipline yourself to track these metrics on a daily basis and evaluate the trends over time you will gain significant insight of your small business’ performance (month over month, year over year, etc.).

You can also place parameters around them once a baseline is established – for example if your marketing metrics vary +/- 5% over the previous month and take appropriate action.

This also allows you to better manage marketing expense and control cost as well as increase profitability.

Tracking essential marketing metrics can be done as simply as using a spread sheet or you can use a CRM system to help automate the process.  But keep the metric data visible!  You need to watch, review, analyze and take action upon what you are seeing.

Many small business owners are primarily concerned with two things – cash flow and growth.

Growth is difficult to achieve without cash flow.  Cash flow is critical to sustain operations, and depending on how your business is performing, there may not be much left over to invest in growth.

I’m not going to include things like “create a remarkable brand” or “develop a product people want to buy” – I am presuming you recognize the inherent importance of these things and are trying to do so. I won’t include those sort of soft tips in this list, rather try to provide practical marketing techniques to make your small business marketing succeed.

7 Small Business Marketing Tips

Tip #1 for Small Business Marketing – Leverage Your Network

Talk to everyone you know, who your spouse knows, your family, friends, professional network, etc about your small business and your value proposition.  When growing your small business, you can’t be shy.  But don’t be oppressive or obnoxious about it.

Tip #2 for Small Business Marketing – Develop Your Website

More and more people are online, and as the population ages it’s just going to increase.  This past week, during a recession “Cyber-Monday” posted record sales.  Developing your website includes the following:

Tip #3 for Small Business Marketing – Increase Your Website Traffic

Depending on your business model and the current popularity of your website you may choose a few different approaches.  Some of the more common being SEO, PPC Marketing, Social Media, etc.

Tip #4 for Small Business Marketing – Website Design and Navigation

Your small business’ website should be very intuitive and easy to use for your website’s visitors.  Once you generate traffic, you want to convert them into leads, inquiries, sales, etc – whatever your small business model needs.  Have someone outside of your organization review it, family, friends, customers, vendors, etc. Don’t take negative feedback personally or quickly explain why it’s set up a certain way – listen, think, reevaluate.  What makes sense to you doesn’t always make sense to other’s.

A well designed website can make your small business look like a major player.

Tip #5 for Small Business Marketing – SEO

However, well designed website is unfortunately meaningless without traffic.  And unless you are familiar with SEO – search engine optimization – investing in some professional SEO assistance may well provide your greatest long term marketing ROI.

The web has become the great equalizer – allowing small businesses to compete with large businesses on a scale never imagined 20 years ago.  A quality SEO who focuses on small business marketing can be a great asset.

If you go this route, talk to people first, and do your research.  There are a lot of companies and people who claim to be expert SEO’s.  And while some may provide short term lifts in your rankings, make sure it’s done within the guidelines of ethical SEO.  It can be much more difficult to undo a penalty than to generate rankings through “white hat” seo methods.

Tip #6 for Small Business Marketing – Track Your Marketing ROI

Track marketing ROI for all of your small business marketing efforts.  This is critical to your small business marketing success.  You can track marketing ROI in a number of ways – from labor intensive spreadsheets to (affordable) CRM solutions.  Marketing can be a very expensive endeavor for small businesses, and you must knows what works and what doesn’t/

Tip #7 for Small Business Marketing – Work Hard and Work Smart

Stay focused on your small business.  Understanding what is working and what is not working is critical.  You may need to change your strategy or target market – be open and flexible to this.  Stay focused on your core strengths, keep developing them and hire and retain people that are engaged in your business.  But – be open to new ideas!

Additional Small Business Marketing Resources

115 Marketing Strategies for Small Business

10 Small Business Marketing Strategies