Benefit of PRO membership
Marketing Resources: Search Engine Marketing
Access thousands of our Marketing Resources here. Select any of the popular topics below to narrow your search.
SEARCH thousands of marketing articles, seminars, Take 10, case studies, research, and downloads
Get to the Po!nt Newsletters
Bite-sized topic-specific newsletters on B2B Marketing, Content Marketing, Email Marketing, Search Engine Marketing, Small Business, Social Media and more. Sign up for one, two or all...for FREE!
Unlimited Seminars for a Year
Try PRO Membership and get 35+ online seminars plus access to our whole seminar library.
Search Engine Marketing Resources
Get unlimited access to all of our exclusive marketing resources 
Facebook ad spending among clients of Kenshoo Social grew 109% in the fourth quarter of 2011 over 3Q11 levels, dwarfing the 27% growth recorded in paid-search spending over the same period, according to a report by Kenshoo. more
Should you conduct search engine optimization in-house, or should you hire an outside agency to do the heavy lifting? It's a question you've probably asked your team before—and each solution has its pros and cons. In a guest post at the Future Buzz blog, Justin Champion of Search Mojo makes the ... more
In a post at the Renegade Search blog, Lindsay Atkinson ponders the clichéd adage that content is king. "I can't say that I'm a fan of using this relatively grating term, but I can definitely defend its power," she writes. "Having fresh and unique content is an increasingly important factor ... more
"When consumers hear of a local business that is not well known, it's only natural that they conduct some research before making a purchase," writes Nathan Hanks in an article at MarketingProfs. And when they do, they're most likely to choose results that appear first. "Thus," Hanks continues, "'owning' the first page ... more
"While Google has ended its Realtime Search deal with Twitter, search engines are still using social media sites for ranking purposes," says Jillian Stira at the Scholes Marketing blog. And Twitter remains a critical part of your search strategy, she notes: "Twitter has pulled ahead of many other social media platforms, ... more
Adam Singer has heard his share of unimpressive SEO agency pitches over the years. "When reviewing their plans I'm frequently amused by just how ignorant many are to a truly effective online marketing program," he writes at the Future Buzz blog. So how do you separate those who know what they're doing ... more
Paid-search spending among high-tech and consumer-electronics advertisers grew 28% in the fourth quarter of 2011 over the same quarter a year earlier, and up 7% over strong spending in 3Q11, according to a report by Covario. more
Many marketers approach SEO by targeting the keywords in their industries with the largest monthly search volumes, but they often neglect the "long-tail" or low volume keywords, which when combined with multiple keywords can total, or exceed, the volume of the one desirable search term, according to a study by ... more
Facebook was the most popular search term and the most popular website in the US in 2011, according to an Experian Hitwise analysis of the top 1,000 search terms for 2011. more
More than three-quarters (77%) of the Top 100 global brands had a Google+ page as of December 19, 2011, up 16 percentage points from the 61% that did so a month earlier, according to research by BrightEdge Technologies. more
Writing at the Daily SEO blog, Brian Patterson highlights a problem many companies are starting to encounter: "As you began to type our client's brand name into Google Search, Google Suggest displayed our client's brand name + the word 'scam' as the second option, directly below their brand name." Patterson's ... more
More than four in five marketing executives (82%) say they expect campaigns to be measured, yet few can effectively evaluate the ROI of key channels such as public relations (18%), search engine optimization (24%), and social media (26%), according to a survey from Ifbyphone. more
"Not too many years ago, content was produced by analysts, researchers, writers and journalists who spent a great deal of time developing well-written, thoughtful and provocative material," writes Joellyn Sargent at the Fresh Sprouts blog. Sadly, that level of attention to the written word is often lacking these days. With the ... more
Among Facebook wall posts related to Black Friday (Nov 25) and Cyber Monday (Nov 28) in 2011, those containing the word "coupon" were far more engaging than other posts about the year's most celebrated shopping days, according to a report by Buddy Media, which explores how brands used Facebook during ... more
On-page SEO is critical because it gives search engines an informative snapshot of each Web page—and of your site as a whole. "Think of these signals like the dust jacket of a book," writes Tom Pick at the Webbiquity blog. "[Y]ou can discern quite a bit about what a book is ... more
"Search engine optimization ... seems likes alchemy to the uninitiated. But there's a science to it. Search engines reward pages with the right combination of ranking factors." So begins the succinct and lighthearted "Periodic Table of SEO Ranking Factors" created by Search Engine Land. And whether you're an SEO newbie in ... more
"Spelling plays an important role when it comes to the SEO of a website," notes a post at the Brandignity blog. "Google claims it is not a direct factor they use but it does have some weight when determining the SEO power of a Web page." To clarify Google's stance on ... more
Interactive marketing budgets are forecast to grow at a compound annual growth rate (CAGR) of 17% over the next five years, but not all industries will invest at the same pace, according to a new report by Forrester Research. more
Google Sites led the US explicit core search market in October 2011 with 65.6% of search queries conducted, up 0.3 percentage points (PPs) from September, followed by Yahoo Sites with 15.2% (down 0.3 PPs) and Microsoft Sites with 14.8%, according to data from comScore. more
"Despite some predictions that mobile SEO will be of negligible importance, mobile search has grown 5x in the past 5 years—far outpacing PC searches—and the growth is only set to continue with the rapid uptick in smartphone sales," writes Lior Levin in a guest post at HubSpot. That means if you ... more
Any SEO strategy hinges on offering relevant, valuable information. But that might not mean what you think it does. According to the Todaymade blog, we content marketers gravitate toward discussions of our core businesses. "But the challenge that we all have in marketing is moving past those spheres of immediate influence ... more
Nichole Goodyear, strategic adviser at Extole, chats about running startups, changes in advertising, and the future of social search... in the latest Marketing Smarts podcast from MarketingProfs. more
"Search engines rank individual pages, not your site as a whole," writes Nick Stamoulis at the Search Engine Optimization Journal. "This means that each page needs to be optimized for itself by choosing the keywords that most accurately reflect the content." As a result, many companies build Web pages around ... more
"Not long ago in the world of online content, the top search engines were a lot like the most popular casinos in Las Vegas," writes Brendan Cournoyer at the Business 2 Community blog. "Millions came to test their luck at the tables, but the few who knew the tricks—assuming they ... more
B2B marketers are moving away from traditional marketing tactics toward online content marketing: 82% now use content marketing in their programs, making it more popular than search marketing (70%), events (68%), and public relations (64%), according to a report by HiveFire. more
Search Engine Marketing articles by the best and brightest in the field
All Articles |
PRO Articles Only- Four Keyword Research Mistakes to Avoid at All Costsby Lior LevinIf you are serious about the words "sales," "profit," and "conversions," you must master keyword research. Learn four common pitfalls marketers make when selecting keywords—and how to avoid them. more
- Seven Tablet and Mobile Trends to Expect in 2012by Thierry CostaIn 2011, mobile shopping increased and iPad tablet conversion rates soared. Are you prepared for the growing mobile and tablet retail environment? Learn seven key trends that will dominate 2012. more
- A Business Listing Is Your Online Anchor (Five Rules for Ensuring Stability) by Gib OlanderIn today's noisy business listing landscape, it's important that your online anchor be consistent and visible throughout the local search ecosystem. Here are five essential rules to keep in mind when managing your online listing. more
- How Your Customers and Analytics Can Help Increase Online Salesby Nick StamoulisIncreasing your online sales isn't quick or easy, and it involves a lot of trial and error. Learn three steps that'll help you skip some of the guesswork and boost your website's conversion rate. more
- Content Marketing Trends for 2012: What's in and What's Out by Pawan DeshpandeNo doubt about it: 2011 was a big year for content marketing. Twice the number of marketers implement content marketing vs. the number of those who use print, television, and radio advertising. But what's in store for 2012? more
- Eight Ways to Segment Link Prospectsby Ken McGaffinLink building is probably the most difficult aspect of SEO. Quality links that bring results are hard to get... unless you have a link-building strategy that targets specific, meaningful market segments. more
- What Every New Business Should Know About Google's Ranking of Namesby Ann SmartyPicking your brand name is crucial, and making sure that it's Google-friendly is even more important. Before you choose your brand name, learn three major facts about how Google rates and ranks personal and business names. more
- Five Quick Checks for Transforming Your AdWords Account in Less Than an Hourby Larry KimDo you want to improve the performance of your Google AdWords campaigns? Here are five quick checks that'll help you gain valuable insights into your campaigns—and save you money. more
- 10 Ways to Own Page One of the Google Search Resultsby Nathan HanksWith the rise of mobile search and social media, local Web-presence optimization is crucial for small businesses. Learn how to secure a top spot on Google's search results—and knock out the competition. more
- 12 Marketing Predictions for 2012by Brian Goffman2011 ushered in a host of changes in marketing, affecting social media, search, and customer relationships. What digital changes and trends should forward-thinking marketers anticipate in 2012? more
- How to Improve Your Conversion Rate (A Case Study Approach)by Paras ChopraYou've managed to get people to your site, but how do you get them to convert? Learn three strategies—based on various case studies—for boosting your site's conversion rate. more
- How to Increase Web Traffic via Organic Searchby Ashley Cotter-CairnsWant to increase Web traffic via organic search without breaking the bank? Learn three key ways to build and promote content on your website—and attract and maintain more visitors. more
- Keeping Score: Make Tracking Stats Fun With Gamificationby Andy CrestodinaNeed to stay on top of stats? Let the games begin. Make monitoring metrics fun, and learn how to keep track of your social media, search engine optimization, and email marketing efforts. more
- Before You SEO: Three Steps to Help Your Website Earn Its Keepby Olga TaylorSearch engine optimization works best when it's the last, rather than the first, item on your website checklist. Don't miss these commonly overlooked steps that can vastly improve your site's performance—before you SEO. more
- How a CMS Can Help Your SEO Effortsby Dave RossA content management system is not a search engine optimization (SEO) magic bullet, but it can make the SEO job less painful. Learn how today's tools make it easy to automate the important tasks of SEO management. more
- The Convergence of Search and Social Mediaby Jonathan LawoyinThe ever-increasing interdependence between search and social media should be viewed as an opportunity rather than a threat. Learn how to use both strategically, and boost your marketing effectiveness. more
- Bridge the Website Analytics Gap With Dynamic Telephone Number Insertionby Scott BureshWith any lead-based online marketing campaign, it's important to track the sources of your leads. Learn how a new technology, Dynamic Telephone Number Insertion (DTNI), can track website leads based on incoming sales calls—and how it falls short. more
- How to Build an Effective Negative Keyword List to Increase ROIby Jill SolomonUsing negative keywords in your paid-search campaign can help you reach ideal prospects, reduce cost per click (CPC), and increase return on investment (ROI). Learn how to select negative keywords and create your list. more
- The Top Three B2B SEO Recommendations to Considerby Nick StamoulisB2B and B2C marketing have commonalities—and differences. Some B2C rules apply, whereas others have to be tweaked to fit B2B. The same is true for SEO. Here are three must-know SEO tips for B2B marketers. more
- Five Ways to Make Communicating Web Analytics Data Easierby Zack PikeVisits, pageviews, unique visitors, click-throughs... the list of metrics for digital marketing performance is endless. Often it's up to online marketers to decode the jargon to execs. Here are five ways to do just that. more
- SEO Must-Know Basics: The Hows and Whatsby Sean SweeneySearch engine optimization (SEO) is a common theme of website-redesign projects these days. RFPs dedicate entire sections to the topic, but it's still confusing to some. Here are the must-know, fundamental basics of SEO. more
- Find Your Valentine: How to Optimize Your Online Prospects (for Business and Dating!)by Mark SimpsonIt's that time of year again. Valentine's Day is looming, and you're still alone. But are you marketing yourself well enough? Make these simple tweaks to any website—including your online dating profile—to improve success. more
- Three Lesser-Known Ways to Enhance AdWords Quality Scoreby Larry KimAre you dissatisfied with the results of your Google AdWords ads? A low "Quality Score" could be to blame. If you've tried all else but aren't seeing results, give these three unconventional tips a shot at bumping up your score. more
- Six Ways Organic Search Can Make You Smarter About Your Businessby Jim YuIn an Internet business environment that expects immediate results, online marketers have overlooked the power of SEO, or organic search, as a top revenue-generating channel. It can also teach you how to run your business in a smarter way. more
- Three Reasons Long-Term Domain Registrations Make Senseby Brant KelseyIf you market your business online, chances are you've bought more than one domain name over the years. It's important to periodically review all your domains, even the old ones pointing to an old microsite promotion. If you don't, you may be losing out on traffic or money—or, even worse, ... more
Search Engine Marketing case studies, deconstructing real life examples and illustrating lessons learned.
Check out our marketing Case Study Collections on hot topics including Social Media ROI, Mobile Marketing, Facebook and Twitter.
- How One Company's Thought-Leadership Content Is Driving New Business, ExposureRoberts & Durkee, P.A.CASE STUDY: Emulate these best-practices for launching a well-trafficked corporate blog, and you'll be well on your way to establishing yourself as a trusted authority in your marketplace. more
- SEO and Sex: A Recipe for SuccessDr. Helaine Smith, DMDCASE STUDY: How does an SMB owner run a business day to day, do his/her own marketing and promotion, and make sure the biz keeps going and growing? Just maybe, SEO+Sex=Success! more
- How a B2C Website's Landing-Page Tests Increased Conversions 67%BabyCenterCASE STUDY: What do you do when the landing page for your most popular search term converts some 30 percent less frequently than your general landing page? more
- How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, SalesDiapers.comCASE STUDY: Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, Diapers.com scored big. more
- How a Little Sweet Talkin' on a Company Blog Led to Increased Search Engine Rankings, SalesFairytale BrowniesCASE STUDY: Fairytale Brownies cooked up a win-win strategy to satisfy both its bottom line and its costumers' preferences. It created magic with a brownie blog optimized for search and attuned to customers' deepest dessert desires. The result? Some very happy endings. more
- How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabsLast spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award. more
- A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's ClosetFive years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
- How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon UniversityHow does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
- How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%AutoAnything.comAutoAnything.com, which sells custom-made automotive accessories and performance parts, designed its homepage almost a decade ago. But as e-commerce has become more competitive, the site needed a strategy. After testing different versions of landing pages, AutoAnything.com increased landing-page conversions by up to 12%. more
- How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business SolutionsMarketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more
- How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLCAtlanta management consultant Brent Leary launched a radio show in 2006 to help small and mid-sized businesses understand technology. It proved so popular that he evolved the show into a series of online podcasts, bringing new business and (ultimately) new revenue to his 15-year-old consulting business. more
- How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion ShowGoodwill of Greater WashingtonGoodwill Industries receives generous donations of clothing, many in good shape and by popular brands, but is perceived as a purveyor of low-quality, outdated merchandise. With a social-media marketing campaign, the nonprofit was able to change that perception and connect with young professional women who buy vintage clothing. more
- How a Viral Campaign Gave OfficeMax Brand Recognition, Drove ShoppersOfficeMax, Inc.Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers. more
- How a Patient-Support Program Increased Therapy Participation 20%, Upped SalesActelion Pharmaceuticals US, Inc.Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions. more
- How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost BlogsDenali FlavorsDenali Flavors creates and licenses premium ice cream flavors for regional and store brands. Its most popular flavor is Moose Tracks, which is made by more than 80 dairies nationwide—but many consumers have have never heard of it. The company needed to generate awareness at a little cost. So it turned to (where else?) blogs. more
- How a Dental Office Attracted Clients Using SEO and Other Internet Marketing StrategiesSynergy Dental CenterSynergy Dental Center of Portland, Oregon, wanted to increase its client base, which Dr. Anthony Newkirk had inherited from the previous practitioner in 2003. He hired a marketing firm to develop a client-acquisition strategy, with a goal of 25 new patients a month. Here's how the Internet-based campaign played out. more
- How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenterThe landing page for a top Web site's most popular search term converted about 30 percent less frequently than the company's general landing page. By simultaneously testing four new versions of the landing page, the site was able to ensure relevance, increasing conversions 67%—and decreasing abandonment rates. more
- How Siemens Medical Proved That a Landing Page with a Single, Compelling Offer Is More EffectiveSiemens Medical SolutionsSiemens Medical Solutions wanted to elminate links that were secondary to the main offer on landing pages. But Marketing needed to prove its case to other departments. The approach? Test, test, test. more
- How an Office Furniture Company Tripled Its Sales by Optimizing for SearchPanel Systems UnlimitedOffice furniture dealer Panel Systems Unlimited found its sales lagging during an economic recession, and knew that it had to act quickly to position itself for the inevitable recovery. Partnering with Medium Blue Search Engine Marketing, it focused on upping its search engine exposure. The result: sales tripled. more
- How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via EmailGarden Fresh Restaurant Corp.Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty. more
Search Engine Marketing online seminar broadcasts from the best minds in marketing
Be sure to check out our Upcoming Online Seminars. Tune in LIVE or watch the recordings at any time.
- MarketingProfs University: What Marketers Should Know About GoogleBroadcast on Sep 15, 2011
- Eight Critical SEO MetricsBroadcast on Jul 21, 2011
- MarketingProfs Makeover: Optimizing Content for SEOBroadcast on Dec 9, 2010
- Today's Top Five SEO EssentialsBroadcast on Mar 11, 2010
- Bing Isn't Google: The Differences That Matter for Search MarketingBroadcast on Feb 18, 2010
- Monetizing the Long Tail of Search: Rethink Your Keyword StrategyBroadcast on Nov 12, 2009
- Word Perfect: Rewrite Your Website to Engage Customers and Inspire Their TrustBroadcast on Oct 29, 2009
- The Digital Marketing Mixer Sneak Peek: Fire-up Your Digital Marketing StrategyBroadcast on Oct 1, 2009
- It's All About the Click: Fundamentals of Paid Search MarketingBroadcast on Jun 4, 2009
- Search Engine Optimizing Your Website, Soup to NutsBroadcast on Jan 15, 2009
- Link Building for Online Publicity, Buzz and SEO: What's New and What's Tried and TrueBroadcast on Dec 18, 2008
- Advanced Tactics in SEO: Part Art, Part ScienceBroadcast on Mar 27, 2008
- Customer Carewords: Words on the Web that Make the SaleBroadcast on Dec 13, 2007
- Search Engine Optimization (SEO) for Really Big WebsitesBroadcast on Jun 28, 2007
- Search Marketing Essentials for Online RetailersBroadcast on Feb 8, 2007
- Getting Google to Love Your Website . . . AgainBroadcast on Sep 28, 2006
- Advanced Topics in Paid Search MarketingBroadcast on Mar 9, 2006
- Essentials of Paid Search MarketingBroadcast on Mar 8, 2006
- Inside Secrets to Building Links for Online Publicity, Buzz and Search Engine OptimizationBroadcast on Feb 16, 2006
- Google in the Real World: How Links Boost Your RankingBroadcast on Nov 10, 2005
Search Engine Marketing Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts
- Take 10: Six Quick Tips for Writing SEO-Friendly ContentReleased on Oct 14, 2011
- Take 10: How to Put Your Business on the Map With Google PlacesReleased on Apr 22, 2011
- Take 10: How to Set Up a Multivariate Experiment in Google Website OptimizerReleased on Apr 8, 2011
- Take 10: How to Set Up an A/B Experiment in Google Website OptimizerReleased on Mar 4, 2011
- Take 10: YouTube Advertising in 7 Easy StepsReleased on Oct 15, 2010
- Take 10: Tips for Building Your Online Profile and Advancing Your CareerReleased on Sep 3, 2010
- Take 10: How to Add Your SEO Keywords to Your Website ContentReleased on Jun 25, 2010
- Take 10: How to Select Your Keywords Using a Free Tool From GoogleReleased on Jun 11, 2010
Search Engine Marketing marketing downloads for the busy professional
- Benchmark Research: Marketing in the Economic CrisisThese economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
- B2B Sales Lead Generation: Integration of Web 1.0 and Web 2.0 MediaResearch on how Web 1.0 and Web 2.0 can be used in effective Lead Generation campaigns
- Marketing Metrics How-To GuideMetrics is the guiding light of your marketing efforts. Without measurements, you're operating in the dark. Make sure you are tracking the right metrics, and get tips on interpreting the data with this comprehensive guide.
- Shopper's Handbook on Search Marketing FirmsThis is the go-to guide for all your Search Engine Optimization needs. Get a first-rate overview of all things related to how search engines fit into your marketing plan. This guide even tells you how to decide if you should not outsource your search engine optimization. But the best thing about this handbook is a comprehensive list of questions you should ask any potential SEO vendor, and tips as to what to look for in the answers. Very helpful. 45 pages.
- Paid Search Advertising TemplateIf you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
- Using Google as a Research ToolThis in-depth handbook will walk you through the ins and outs of using Google as a powerful resource for market research. In 27 easy-to-follow pages with a dozen screen shots, this PDF is a handy tool you will want to print and keep nearby as you learn to incorporate the new techniques into your search routines.
- Benchmark Survey: Search Engine OptimizationLink directly to the raw (aggregate) data in this 2005 survey on the best practices in search engine optimization. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
Join over 433,000 members ... SIGN UP!
Already a member? Sign In!
Copyright © 2000-2012 MarketingProfs LLC.
All Rights Reserved. Terms
under which this service is provided to you.
