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Pay Per Click Keywords - getting them right.

Based on the prior articles, our webmaster has now determined her goals:

  • She plans to run an Adsense Blog 
  • She will need to get web site traffic of 313 Visitors per day, and accomplish a 4% click through rate with Blogger Adsense
  • Her plan involves an agressive goal to (earn from Adsense) $8 / click in to reach her Google Adsense Revenue goal of $3,000 per month.

She has also done keyword discovery and concluded that her niche is too competitive for her to reasonably expect organic search engine placement. Her plan will be to get web site traffic outside of organic search engine optimization.

In her keyword discovery she constructed a list of nearly 1,500 Adwords keywords and their Adsense Value.All of this work has been covered in prior posts.
  • She will have a keyword optimization strategy for the meta title, meta description, and meta keywords on the site. All of these will be 'keyword rich' with a focus on 1 keyword. She is doing this as her long term goal does involve her getting some organic search, but it is too competitive for her to expect that out of the gate. Surrounding the site with her 1 keyword will be the main focus of the site.
  • She will ensure that every blog post is rich with keywords linked with Adsense revenues that are in the range of $8 / click, and avoid keywords which may not perform at that level. 
  • She also is depending upon her skills to write high quality relevant articles that will bring her a loyal blog following.
She has selected a group of core keywords she will draw from in each of her blog posts:
  • google search engine optomization
  • natural search engine optimization
  • search engine internet marketing optimization
  • search engine marketing
  • website optimization
  • organic search engine optimization
  • search engine optimization
  • search engine optimization strategies
  • effective search engine optimization
  • search engine optimization strategies
  • get web site traffic
  • search engine optimization tips
  • get traffic web
  • get site traffic
  • internet marketing search engine placement
As each blog post requires a slightly different topic. She will use the 'core list' of Adwords keywords where she can. When the topic of the post is an auxiliary theme, she will reference the keyword data table she has built and create a second 'keyword rich' list with the intention that Google will continue serving Adsense ads which are in the ballpark of her goal $8.  She will avoid the use of keywords that are associated with the low ad values, as she is now also aware of what those are.

As her blog already exists, she will need to:
  1. Decide on the 1 keyword that will be the dominant keyword for her site
  2. Overhaul her pre-existing blog posts with her keyword discoveries
  3. Install a site map such that any assocatiated pages that are not optomized are not indexed
  4. Change her sites Meta Name, Meta Description, and Meta Keywords to surround her main topic
  5. She will use WEB CEO as her search engine submission software to put the new information out to roughly 100 search engines, directories, and blog directories
  6. She will assign labels to each of her blog posts that surround her keywords
  7. She will assign ALT Text tags to each of her images that can help bring visitors to the site through image searches.

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Setting Google Adsense Revenue Goals


Everything starts with a goal and a plan on how to reach it. You must have a plan to get web site traffic, and not just hope you make money, but make the plan to Earn from Adsense the income goal you desire.

Above is a simple 'traffic / revenue' plan. The webmaster desires to produce $3,000 / month of income. As such, she follows the simple formula of Earnings = Traffic x Click Through Rate x Revenue Per Ad.

Most sites see a click through rate of 2%, but that number will increase or decrease with the "Relevance" (ability provide solutions to users for the topic they seek). The more relevant the internet ads on a site are to the sites content, the higher the click through rate. Keywords and site content generate the ad content, and that ad content needs to be making Google want to serve ads on your site which create the highest Google Adsense Revenue.

The Webmaster that developed this plan is creating strategy (based on revenue of $3,000 / month) which simply states that
  1. Her site will be based on pay per click keywords which will serve ads with a revenue expectation of $8/ click or more - quite high! 
  2. The Adsense Revenue plan will optimize the site (see related articles)  to serve internet ads that correspond the 'earnings per click plan'.    
  3. She will target a click through rate of 4% (demands high relevance), and to accomplish that she will need to get web site traffic of 313 unique visitors to the site each day and ensure the ads she serves are highly relevant to her content. 
  4. She will track and deselect ads in the AdSense Interface which distract from relevance and (if possible) from her desired average of $8/click.
Bear this in mind - there are 175,000 new blogging sites that come online daily. How many of those have any plan? At most 1%. It is not enough to say "I want plenty of money". There must be a plan on how to produce AdSense Revenue. You may find that (after research) the sites main topic or keyword has approximately 20 searches per day, and the associated keywords in Adsense average 5 cents per click. Is this a topic that you want to put all your free time into? Likely not if you value your time and want to make $1000 / month.

To make money online, the webmaster needs to know a) the traffic is out there b) the ad revenue is there c) develop a plan to get there. In this case, the webmaster is optimizing her site for a topic that she knows 308 visitors is doable, and so is the earnings per click goal of $8 / click.  From here she can move forward and make a more specific plan on how to "get web site traffic", "get the click through rate", and "get Asense Pay" she desires.

Directory Submission Service
Directory Submission Service

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Keyword Discovery with AdWords Keywords


I've invested 100's of hours attempting to understand how to get the information on this site to you via organic search engine optimization. It has obviously worked, or you would not be reading this information right now. Keyword discovery is critical to your success. If you want to get web site traffic and AdSense Revenue this is a must read topic, and you must first find the right keyword tool to use.


There are a number of Keyword Discovery tools on the web. Stop and think about which tool to use. Which of these tools:
  1. Are Free? Unless your a pro, chances are your not paying $60 bucks a month for access.
  2. Has the biggest data base? You want a tool that has the most information contained in it.
  3. Can suggest other relevant terms that perhaps your not looking at?
  4. Can provide information on competition associated with that keyword?
  5. Can tell you what the value of relevant advertisement would be?
  6. Allows the user to export to an Excel File to manipulate the data? This allows for the maniplulation of the data, and the use of math formulas to find the most relevant traffic producting keywords with the least competition.
With dozens of tools available, one has to conclude that the core strategy should be doing keyword discovery with Google Keyword Research Tool. It would appear to be common sense: Google controls more than 60% of the total traffic on the web. As such, their database must be the most complete. They offer it for free, and provide information on the competition associated with any keyword, as well as what associated advertisement revenue would be.

The strategy is to get a high volume of organic web site traffic via a keyword strategy with low competition. While serving ads for a keywords that have a targeted AdSense revenue value.

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Calculate Traffic to your Site - Set Adsense Revenue Goal


Keyword Discovery is Critical. Data on search terms can be exported from Google AdWords Keyword Tool. The goal is to find the Adsense keywords with the most traffic and least competition to find the combination of traffic, clicks, and Pay Per Click keywords to accomplish. This requires an AdWords account. This gives visibility to keyword discovery from the advertisers perspective.
  1. Add the column on the external keyword tool that shows "Estimated Average CPC" you'll need this to see the high value key words for ad serving.
  2. Export data from Google to Excel
  3. Build Three Extra Columns utilizing the formulas outlined below
  4. Sort the final product in decreasing order based upon the "Success Potential".

* On Average most sites reach a 2% click through rate, thus the 0.02 factor in the formula.
** Estimated Earnings Per Click can be reached by averaging the bid values from AdWords Keywords to which your site will be targeted.

Examples from the analysis above (bearing in mind that all Search Engine Optimization topics are highly competitive. Bear in mind this has been done for this site, which is not the primary revenue stream:
  1. "Blogging" (not shown) - has 550,000 monthly searches. Competition  = 10, Relevance to the site (a judgment call on my part) = 2. Although there is mountains of traffic, this still only yields a Success Potential of 1. This makes logical sense, that I would not be able to garner much traffic from the keyword "blogging".
  2. "Get Traffic to Blogger" -  has 58 monthly searches, but 0 for competition (virtually none), and is highly relevant to this site. Relevance = 3. This says that (as there is no competition) if natural search engine  optimization were done for this site for that particular keyword, it could garner 100% of that traffic over time. With a 2% click through rate, this would get me (at a minimum) of 1 click per month. 

With the right ads serving off this site - one click (in the highly competitive SEO field) could produce anywhere from $5-$10 in revenue. As such, between option 1 and option 2, I would be best served to pick #2. To start - any site should be optimized for 1 Keyword. 

 The picture at right demonstrates the relationship between "Traffic" and "Competition" based on the amount of searches for any keyword for any new site. In this case the example is that there are 6,600 monthly searches for the AdWords Keyword "Get Traffic To Site". This shows the relationship outlined above in the "Traffic Expectation Formula", which can be programmed in excel as "(Total Monthly Searches)/(exp(1)^(competition) x Relevance/3". The excel manipulation is its own challenge, which I'm happy to help with via comments on the site.

With all of this said, our work on Keyword research is still not complete. From the list of keywords that have the highest success potential, we still need to go look at what sites are dominating those keywords. Load the SEO quake toolbar into Firefox. It will show you the PR, backlinks, Alexa ranks, etc, for every site that comes up in the SERP page. If the entire first page on Google and Bing are dominated by PR 7 sites with 250,000 backlinks, we likely need to keep moving down the list until keywords are located that will get you onto page 1.  Every blog post, alt tag on pictures, Meta description, and even URL's need to be pointed to those keywords. Remember - traffic attracts traffic. Our goal is to get a start "somewhere" with the end goal of organic search engine traffic, and work our way out from there.

Also, bear in mind, the "competition column" google provides is for "advertisers" who desire to serve ads for a given keyword. We are using it for another purpose - a general indicator of how many other sites with which we will need to compete. Keyword discovery is a time consuming, but necessary study required to make money from blogging or a standard web site.

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Optomizing this Site for Traffic - Starting Keyword Discovery

This site has a number of Search Engine Optimization tips to start a blog.  MyWebJourney.Com went nuts for a 5 day period after doing the WebCEO submission to worldwide search engines and blog directory's. Following that all traffic died. The site was launched without the detailed site plan.
At this point - this site is in dire need of direction. What started out as a personal Journal now has significant content. This site has had no keyword discovery, no regular traffic, no search engine optimization, and no subscribers. Here is what we know about keyword discovery; the site needs keywords which:
1. Get traffic to the web site
2. Have enough internet web traffic to produce a "volume" of visitors
2. Attract relavent high value AdSense ads that will yield income 
The objective is to optomize the site around keywords which are searched for often - hopefully a few thousand times a day - surrounding the words associated with this sites content:

  • Blog / Blogger / Blogging

  • Journaling steps to build a blog

  • Amateur blogging

  • Get Web Site Traffic

  • SEO (Search Engine Optimization)
The tools used to do the research are:

  • Google SKTools - this is an Adsense feature that reports on total traffic and competition. It may be necessary to have an AdWords account to get access. It allows the data (including competition and the average cost of ads for any keywords) to be exported to Excel.

  • Wordpot.Com - this is a free online rescource that reports on the number of searches for any keyword.

  • WebCEO - has its own keyword indicator

  • WordTracker.Com - another free tool that reports on the average number of searches per day for any given keyword.

  • Google Webmaster Tools - which gives a detailed breakdown on what this sites relavent keywords are.
 There is no 1 tool that gives which can state definitively what the total traffic on the web is for any word on any given day.

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Adsense, Kontera, and Adbrite - Ad Revenue

In Blogger Adsense allows only 3 ad blocks per page. There is plenty of available advertising space which could be a revenue generator. As such, Adbrite was added to the blog site to maximize the revenue of online traffic. Adbrite is working find and it has grown a few pennys, but  the ads are not relevant. The site looks a bit awkward at best with the Technical content, Technical / Industrial Google ads, and AdBrite - which is serving up an ad for a kids video game as well as a horror movie.

Adbrite may get the boot. Before unplugging we'll test drive another ad company called Kontera, but we'll test it on this site. By far, Adsense has proven its worth. Several non relevant ads were on the site, each removed one by one using the Adsense competitive ad filter.

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Online Traffic in a Niche Site is not Enough

The Google AdSense Revenue from the first Adsense blog is not a windfall at under $20 in several months, but clearly shows the potential. On average - the blog is making $.07 cents per click, and has a 2% click through rate. This means to achieve the AdSense Revenue goal of $100/ month, that site would need:

  • 1,428 clicks per month, and a montly online traffic amount of 71,500 visitors, this is more than the online traffic most keyword discovery resources report as available for the sites niche.
  • A group of advertisers who are willing to pay $5-$10/month for advertising. This is only good for them if the site provides high quality connections.
  • Unique affiliate programs that sell products my users would be interested in (which I have not yet found)
  • Begin a forum for used equipment sales focused on pasteurizers, and ask for a commission if the products sell.
The forward action plan to produce the $100/month will be:
  1. Adbrite is not providing relevant industrial content for the site. Find a tool which can do that.
  2. Find a way to increase the Adsense ads on the page, and the AdSense Revenue.
  3. Start the forum with an 'easy' user interface that will let anyone sell their equipment online.
The niche blog will (at best) generate internet traffic of 100 visitors per day. As that is the online traffic available the site will limited in what it can accomplish in AdSense Revenue. To increase revenue, the site would perhaps need an e-book, sell used equipment, an affiliate programs etc, to increase the blogs income. Meanwhile, we plan to spend our windfall.

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Building Internet Traffic in a Niche Site


Keyword Research has determined the following:
  • Pasteurizers are definitely a niche site and max out at approximately 20 searches per day for that particular word
  • Information on Louis Pasteur himself blows away any of that at 450 searches per day. Is there any value in having a page on him that sells / advertises something educational? Would be interesting to have demographic information on these searches.
  • The existing blog is doing well against these stats (seeing approximately 50% of the traffic for pasteurizers in a day) but it will difficult to hit the income goals with such a small amount of traffic.
Tools are available to get more information on what the sites visitors are / were looking for. The data is from the start of the site (about 4/1/09 until today 8/10/09). The keywords above would be biased however. The site is currently optimized for "tunnel vs. flash" and it was intended that would be strategy - to start there and work the way on other rankings. Ok, More work to do:
  1. An excellent "plug-in" / app that will let me ask visitors on departure what they were looking for and if they found it or is www.4qsurvey.com . This is a free tool that will provide feedback on customer service.
  2. At least one post will target the keyword "used pasteurizers". This will test the theory if the traffic exists.
  3. We will work toward getting the site ready for going "live" with an e-mail campaign. The site needs to be fully developed and content rich before sending out a mass mailing. As the contact list for a mass mailing is often a "one time shot" (or at least once a year) the goal of the e-mail campaign is subscribers. Regular visitors.
In brief, our strategy will be to target our blog posts to the traffic based on keyword analysis.

Backlinks as of today:51

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Join Google Webmaster Tools & Analytics.



Google carries the most traffic of all search engines - more than 60%. As long as Google is the dominant power in search, understanding how the site is viewed from their perspective is important to successs. Join Google Webmaster tools and "verify the site". Among other functions this provides visibility to how frequently the site is crawled. It provides a view of your site from Google's eyes. Once the page is indexed (which happens quite quickly) it will provide a list of the keywords pulled from your site. Additionally, it provides a view of the sites who are linking to your site (inbound links) which are extremely important.

Posts and content that are not relative to targeted keywords can be "removed" from the content which AdSense reads by adding the HTML Code (link to retrieve in TXT form):



If you noticed that you have a section of your post causing improper ads to be served, there are several tools at this link to correct the situation.

Google Analytics is also a must have. It is the single best tool on the web for observing the amount of traffic and the source of that traffic. Not only your visitors, but their geographic locations, the pages they were directed to, the source of the traffic, etc. If there is a site that is providing good organic traffic, consider advertising with them. Reward the sites that are helping you build online traffic with your advertising dollars.

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Site Submission - Submit to Hundreds of Search Engines, Directories, and Blog Sites at One Time


WebCEO submitted the site www.pasteurizers.info to hundreds of sites that can bring referring traffic at one time. Create an alternate e-mail (such as Submittals@Pasteurizers.Info) for the task. This process took 2-3 hours to receive the e-mail from the engines that says "click here to confirm", etc. etc. Other engines will not accept an automated reciept, but can be connected to through the WebCEO interface. I went through the list one by one to submit the blog to all of them. For best results, make a separate e-mail SEO@Website.Com.

As the receiving companies will have your address and information on file, the address you give is a tool they will use to attempt to generate their own traffic, now that you have identified yourself as a Webmaster.






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Building an Online Web Presence


A friend recommended using the free version of WebCEO for Keyword Discovery. A number of tools are available on keyword discovery (see later post). One of WebCEO's most indispensable SEO tools  is the automated submission tool. WebCEO is free SEO software.

The free version has enough functionality to submit your site to scores of search engines automatically, as well as blog forums, and directories, blog directories, shopping networks, press release and news sites, article directories, and blog communities. It has an excellent tracking function to log the engines, directories, and forums to which the site has been submitted, and provides the opportunity to submit (and track to where the site has been submitted) into paid tools of the same categories.

This is where you know there is a quantum change in your efforts from your site being something only you know about to being "worldwide on the web". Each of these deposits of the site, description, and keywords has the opportunity to bring traffic.

The screenshot above is an example - WebCEO gives data on the number of daily searches on any given keyword. This tells me there are abundantly more searches for the words "used pasteurizer" than any other related topic. The full version of WebCEO is an SEO Software Tool that is instrumental when running multiple sites.



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Getting A Custom Template for Blogger


The new blog will be powered by Blogger (which is Free), with a custom domain. The domain www.pasteurizers.info is hosted at 1&1.

To differentiate the blog it needs a custom template. The web is full of free templates for blogger. Ultimately,  a "3 column template" was decided on, as it allows for posts, ads on one side, and information on the other.

Click on the picture above to get the to the site from which I retrieved it. Of particular importance, the creator (Lawny) answers his e-mails. For a small fee the author is willing to help you with issues.

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Creating A Site Plan




Instead of just "hacking away" as in previous endeavors, this time I've decided to layout my plan far in advance. End goal = #1 Result for the key words: There must be a methodology applied.

  1. Target Keywords that generate the most traffic for the niche and use these words everywhere - in the URL, in blog post titles, content, in the names and alt text of pictures, and in the sites I link to and that link to my site.
  2. Use the words that an engine could associate with those words frequently.
  3. A link plan that goes to the places on the web where people would look for that information and brings them to my site.
  4. Persist, invent, and create, new ways to draw traffic to the site after it is "content rich"

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The New Blog



After moderate traffic and earnings results building a web site, and buying a website (wow- is that a story), and having spent all kinds of cash on internet related endeavors, I realized that most of the approaches were focused on "what I could get financially" not "what I could give". This is the fundamental change in my approach - in my new approach I plan to focus on offering value, and let whatever happens happen. I can assert to you now that the stories on the web of making millions and doing nothing are just not real. Within 2 weeks of adopting this strategy - I began to see a modest amount of AdSense Revenue - enough to cover my monthly server costs and domain name renewals.

I plan to offer value to my company by promoting our view point this through a blog site, where technical and commercial topics related to food and beverage processing will be discussed. I plan to grow myself and my own knowledge by doing the research where required to cover the topics, and help people worldwide to answer questions on (what can be) difficult technical topics in an extreme niche market - pasteurization.

I intend to look for a number of authors with conflicting point of views. Perhaps one day the site can sell some advertising. Point is, this time I am putting others first.

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Welcome to My Web Journey - Engineering the Road to Internet Value



Scott Steiger is an engineer, product line manager, and business unit manager who has built, managed, and runs worldwide advertising campaigns on Google, Yahoo, and Bing, and performed Search Engine Optimization for his employer. He has developed several of his own sites. He has seen the SEO and Online Advertising world from both sides and desires to bring value to both advertisers and publishers through the information offered on this site.
Many sites (like my first few) in the past were focused on making money, a process which was not fully planned and has resulted in 100's of hours of investment, little value to users or advertisers, moderate traffic and minimal earnings.
The goals for my sites are now:
  • To be the most active and useful site on the targeted keyword topics with a worldwide reach, with a true value offering worthy of subscribership
  • Journal and Teach the 'math' behind website and blog development. Blogs need to be engineered for 'reach' and for earnings.
  • To promote my and my companies point of view on topics where perception and reality have not been unified, by demonstrating hard data
  • Demonstrate how to generate natural and organic internet website traffic.
  • Financially - cover hard costs - provide value to others - and trust that the time spent will reap rewards.
By April of 2007 I had spent nearly $2,000 and hundreds of hours on site and blog development with little return on investment.  Although money well spent on 'internet education' I expect to grow myself by sharing my experiences with all of you. The intention of this blog is help my followers avoid many of the potential pitfalls I have taken, use their time wisely, and create an online revenue stream in proportion with your needs and expectations for ROI on your time and investment.


Special thanks to Chris Westmeyer, who remains my "coach" for everything SEO. Visit his site at www.TrafficFlowSEO.Com

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