If you’re skeptical about search engine optimization, you can test its effectiveness. Here’s how to do it.

• Research your keywords (described above).
• Set up a pay-per-click account with Google Adwords.
• Run a campaign with your selected keywords for a week or so, and measure the results.
• Research more keywords if you don’t like the results.

I recommend Google Adwords for testing, since it’s the best pay-per-click platform. Some Adwords ads will be shown on Yahoo, due to the Google – Yahoo Partnership.

It’s very easy to use Adwords. You can learn how in detail here.

When you test keywords, make sure you have effective landing pages. A landing page is a page that users see after they click on your advertisement. It’s important to create a separate page for pay-per-click advertisements (and SEO) instead of directing visitors to your home page because:

• A landing page can contain and expand upon the content your advertisement had, giving a strong information scent to visitors.
• A landing page can have clear calls to action such “buy it now,” “call us now,” “fill out a form,” etc.
• It’s been proven that landing pages are more effective in converting visitors into customers than home pages.

You must test your keywords for at least a week to have real measurements. Analytics software can help you figure out how much time visitors spend on your web site, when they exit, which pages they spend time on and from which pages they leave. The biggest measurement however, would be your bottom line. If you spent $1000 on pay-per-click during your test week and only got back $200, then your keywords aren’t good enough. Go back and research more keywords. Test to see if results improve.

Once you see at least a double return on your investment, you’re safe. If your returns are poor, you should also examine your landing page and fix any problems there. Take the keywords you tested and optimize your website.

Good luck! source

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