Kevin Lee offers advice on ‘taking advantage of’ SEO spammer.
As paid-placement search marketers, we aren’t doing our job if the algorithmic results are significantly better than our ad listings. Our companies and our competitors are part of a search ecosystem where the marketers able to float their ads to the top will be those who have:
- Copy highly relevant to the search query
- Highly relevant landing pages (the engines now look for this)
- A recognizable brand or a domain name that’s highly descriptive and reassures the searcher that clicking on the ad isn’t a mistake
- The ability to fulfill searchers’ needs (there would be no reason to bid aggressively on a keyword if you were unable to fulfill a searcher’s need and a competitor also bidding could fulfill that need better than you)
- An efficient company infrastructure that doesn’t put them at a significant disadvantage with regard to gross margin and customer retention
- A strong company with the financial resources to be a going concern
Source: Think Organic, Act Paid