Andrea Moro's blog

Keyword bidding mechanism to change again in Europe

in PPC

On the 5th April 2008, Google introduced a highly controversial policy change removing trademark protection from brands.  The same rule has been applied one month later also into UK. What it have meant in practice Prior to the decision, trademark holders could appeal to Google about ads driven by their brand names to have them removed. The change heavily impacted the market, as everybody since that date has been able to place a paid search advertisement against a registered trademark. By permitting the purchase of competitor keywords, Google opened up AdWords to a more aggressive bidding mechanism. It is worth reminding that Google has not removed all brand protections in paid search. However, at the same time some well known brand that have decided to not invest in PPC, started to have some trouble, especially with their competitors. Brand owners hideous by a competitor featuring in higher PPC position for their trademark had no choice but to bid for their own brands too. This […]

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How to calculate the keyword density with Excel

in SEO

Microsoft Excel, unlikely Word, doesn’t provide a feature to count how many characters are contained into a cell. A spreadsheet has a different scope, after all, so we can’t in theory complain with this. However, more than often a spread sheet is the best tool to be used, especially when to support the final considerations a “number” is required.

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What is keyword selection?

in SEO

Believe it or not but the keyword selection is the foundation of the SEO (and of course of PPC). You may eventually ever have listened about on-page and off-page factor optimisation, about changing meta tags and so on. That’s is true, they are very important factors as well. However, if you haven’t previously selected the keywords you would like to optimise your site or your campaign, everything is going to be pointless. More than often I have to collaborate with customers that look at me like an alien, especially when I try to cover this topic. They believe that hiring a copywriter is enough, and all can be easily packed once something about their products or services has been written. In certain way this is again correct, but this must be done with a pinch of salt in mind. In fact using a very expanded keyword list, while not interconnecting the topics (possibly expanding them […]

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