Friday Night Links: Pay Your Way

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PPC is a powerful tool in the SEO’s aresenal – but it is the most powerful when it is used the right way, and it is too often abused. This week, plenty of authors pitched in with their recommendations about the best way to use PPC to power up your internet marketing efforts and start seeing results fast. Paying attention to search signals and joining efforts between your paid and SEO work are good places to start. Other posts this week brought up topics as varied as bad SEO habits, the new schema.org efforts, and even a post about getting ready for the holidays!

Pay Per Click tips and tricks

Why PPC is an Effective Form of Advertising (via Search Engine Watch)
As long as it has a powerful call to action, 130 characters of text can make a big impact.

The One Metric You Need To Optimize Across Paid & Organic Search (via Search Engine Land)
Find the holes in your paid search campaigns quickly and easily.

43 Paid Search Signals You Need To Understand (via Search Engine Watch)
Are you paying attention to demographics on your PPC campaigns?

Improving Your AdWords Quality Scores With DKI (via ClickZ)
One of the best AdWords tricks is an old one: dynamic keyword insertion.

The Photo Strip: Facebook’s Most Underused Free Ad (via Blue Glass)
You can control the branding of your Facebook page – make sure you are taking advantage of it. Includes lots of great examples!

Groupon Was “The Single Worst Decision I Have Ever Made As A Business Owner” (via TechCrunch)
Ready to sign your company up for a Groupon deal? Not so fast…

Other interesting posts

Breaking 3 Old SEO Habits (via Search Engine Watch)
Start reevaluating the way you use exact anchor terms, content division, and branding the title tag.

Is SEO Irreducibly Complex? (via SEO Book)
Approaching search engine algorithms with a scientific viewpoint can help understand them.

Does Google Use Facebook Shares to Influence Search Rankings? (via SEOmoz)
In a word, no, Google probably does not use Facebook rankings to influence search engine rankings.

Schema.org: Tell Search Engines What Your Content Means (via Vertical Measures)
It’s not often that competing search engines team up to create a markup that improves SEO accuracy across the board.

How To Optimize Search Traffic For The Holidays (via Pandia Search Engine News)
Does it seem a little early to start preparing for holiday search traffic? Well, it’s not – check out things to start now.

Magento SEO: 5 Tips To Optimize Magento E-Commerce Sites For SEO (via Search Engine People)
If your e-commerce site is built using Magento, here are some custom tips with detailed instructions.

5 Reasons Why Deleting Your Blog Posts Is Stupid (via HubSpot)
To streamline a personal brand, it might make sense to delete old blog posts – but it’s not recommended for companies.

This week on Single Grain

How Facebook and Twitter Ties into SEO
Search and social have a lot in common, and a lot of overlap.

15 Books All Internet Marketing Should Read
15 great recommendations, plus plenty more discussion in the comments. Click to add your favorite marketing books.