This is not the first time I mentioned about my learning of Google Adwords. I have lots of interest about Google Adwords and I’ve spent time at the learning center to sharpen my Adwords knowledge.
For the first time I read from the learning center, I actually choose those topics that I “feel” is important to me, examples the campaign and ad group management and the keyword targeting. I don’t really read all the topics or even I read some, I didn’t “see” the importance of the topics.
I started my Adwords campaigns and I was panic when I get a very poor CTR. The performance of the campaigns and ad group were really not good. That time my friend – Teddy (he is now my mentor) asked me to read from the learning center. I listened to him but I still focus on the keyword targeting and ignore the other parts. I started to use different types of keywords and brainstormed a lot. This time the result improved but I still feel that it still can be improved.
After I’ve taken up IM course, I asked Teddy AGAIN about how to improve the result of adwords, he gives me lots of advice and AGAIN he asks me to read from the learning center and he mentioned that “All topics in the learning center are important”.
Guess what, I feel that I just like those children who need the parents to nag for few times before seriously do the homeworks.
So, this time I really spent my time to seriously read it and also do my notes. I write down notes for easy referring and better revision when needed. And, this is the first time I agree that “All topics in the learning center are important”!
Here’s are some pages of my notes. You are welcome to comment on it and I will share more about my learning in future posts.
I have discussed about LSI – Latent Semantic Indexing in my previous blog post “What is LSI” but not go into detail. Today let’s see some history of LSI.
Applied Semantics is a company whose use the software tecnology (creator of CIRCA) to extract and organize information from websites in a manner similar to the way that humans might act. The software technology arose from the shortage of finding the valuable content for the advertising of Adsense ads. As you may know, Adsense ads matched the keywords on the pages to keywords in the ads and a webmaster earned money for every click he received from an ad shown on his website. Google soon found the problems of those webpages simply contain relevant keywords phrases to capture traffic for the Adsense ads without valuable content. The software technology of Applied Semantics thus plays an important role in solving this problem. In year 2003, Google purchased Applied Semantics.
The exact mathematical formula used for LSI is complicated and it analyzes pages not only for keywords, but for processing documents based on keyword themes. So its real function is to determine if the content of a site is of value to the visitor or not. Since Google found LSI technology useful and has been implementing it into its ranking algorithm, we should understand and deploy on our websites.
We have some basic knowledge about LSI (Latent Semantic Indexing), here we see how some words have other meanings to Google under the LSI.
When we perform search for the word “laptop” using Google, the returns results on the search pages are as follow:
Google BOLDS the search word “laptop”
If we run a query using the LSI commands which is a ~ sign in front of the search word “~laptop”, Google will show the search results as follow:
With LSI, you can see that to Google, “laptop” also means: Dell, VAIO, Toshiba, Computers.
LSI has changed the way Google looks at sites – shift from “keyword” to “themes”. It based on the concept that humans are not looking for pages that contain specific keywords but for sites build around a theme.
When most of us focus on the word SEO (Search Engine Optimization) to achive page ranking success, there is another key to page ranking success – LSI (Latent Semantic Indexing).
People always say “Content is King” and we always focus on the great content and wanted our articles to be found on search engines and therefore those articles were written with SEO in mind. Now, Let’s find out what is LSI and why it is the key to page ranking success.
LSI is Latent Semantic Indexing. It is a way for search engines to view and rank web pages in a more natural, or human manner. In other word, LSI helps search engines to find out what a web page is all about and it basically means that you shouldn’t just focus on a single keyword when optimizing our web pages and when getting links. LSI not only takes into account a keyword or phrase but also other words and phrases that are similar.
Let’s look at this example. When we want to write an article with the keyword of “buy dress”, we would include this keyword in the article about 3% for SEO purposes. However, with LSI we need to include “buy dress” a few times and also want to include other phrases like “buy clothes”, “buy long dress”, “get dress” and “purchase dress”. The article will then ranked higher in the search results because according to LSI, this article will have more value compare to only target the keyword of “buy dress”. Instead of one keyword or keyword phrase being used as anchor text, a variety of anchor text is favoured.
With the introduction of LSI, sites that previously were ranked high because of extensive inbound links based on a single keyword have now found their ranking have dropped.