Search Engine Marketing articles by the best and brightest in the field

• Five Paid-Search Best-Practicesby Jeannette Kocsis
  Most companies should be using paid search as a mandatory component of their marketing. And with search engine marketing spending expected to reach $25 billion by 2012, it's obvious that a good share of marketers understand its potential. But first, understanding best-practices is essential to success. [Read the full story] Marketing Articles: Search Engine Marketing
• Top 5 Legitimate SEO Techniques That Will Help Your Business Get Foundby Mike Volpe
  It is essential that you make it easy for customers to find you, and one of the most effective ways to do so is search engine optimization, which focuses on getting your Web site listed in the unpaid, organic search engine results. How do you actually get your Web site ranked high in search engines? The answer is quite simple, but getting there can be a bit more difficult. [Read the full story] Marketing Articles: Search Engine Marketing
• The Latest SEO Trends and Metrics: What's Hot, What's Notby Stephan Spencer
  It takes time and experience to stay on the cutting edge of SEO, and more than likely you don't have that kind of time, considering your other marketing efforts. So here's a quick update on what's hot and what's not in the world of search engine optimization. [Read the full story] Marketing Articles: Search Engine Marketing
• The Power of Search Within a Complex Sales Cycleby Roxanne Lott
  Now that we know that 85% of B2B customers use the Internet at some point during the buying process, why is it that so many business executives still contend that online marketing "doesn't work" for businesses with enterprise solutions or complex sales cycles? [Read the full story] Marketing Articles: Search Engine Marketing
• Twenty Questions to Ask When Crafting a Search Marketing RFPby Alan Rimm-Kaufman
  Your organization has decided to outsource its search marketing, yet quickly realizes that one size doesn't fit all. In fact, finding the right search marketing vendor depends on your needs, preferences, site and budget. These 20 questions are a good place to start... [Read the full story] Marketing Articles: Search Engine Marketing
• Don't Settle for Web Site Mediocrityby David A. Salinas
  A Web site has to accomplish only two basic things to deliver success for your business—and those two things are mission-critical. A successful Web site must be built from the ground up to attract and capture: first, the attention of your target audience and, second, the attention of the major search engines. [Read the full story] Marketing Articles: Search Engine Marketing
• Has Your Telephone Become Your Sales Prevention System?by Todd Miechiels
  Is your company guilty of throwing dollars at campaigns to increase Web traffic, only to turn around and squander sales opportunities due to poor telephone and email handling? Make sure that your telephone system isn't preventing prospects from reaching out and touching someone at your company. As soon as you finish reading this article, pick up the phone and call your company's sales lines and test the process for yourself. [Read the full story] Marketing Articles: Search Engine Marketing
• Direct-to-Consumer PR Reflects Power of Do-It-Yourselfby Gail Martin
  With the rise of search engines, Wi-Fi, and a Do-It-Yourself mindset, today's consumers are more empowered than ever before. They not only believe that they're entitled to information but also have unprecedented access to information on a global scale. An increasing number of consumers turn first to the Internet when they want to make a purchase—even if the product will be bought offline. That's why any PR strategy focused solely on media gatekeepers is missing a large piece of the market. While there's still value in sending your message via traditional media, more and more prospective customers are doing their own research online, bypassing newspaper, magazines, radio, and TV completely. Here are five tips for creating successful direct-to-consumer PR. [Read the full story] Marketing Articles: Search Engine Marketing
• Maximize Your Search Potential Through Blended Searchby Brian R. Brown
  Blended search, also known as universal search, is starting to change the way searchers see search results—and consequently, the way search marketers and Web site owners approach search marketing. [Read the full story] Marketing Articles: Search Engine Marketing
• Four Steps to Writing Search-Engine-Optimized Press Releasesby Kim Cornwall Malseed
  More than 90% of journalists go online to find story ideas, with 73% specifically researching press releases. With Really Simple Syndication (RSS) and free automatic email alerts from Google News so readily available, it makes sense that the Web is a prime source of consistently updated information for busy journalists. So how can your organization capitalize on these trends? [Read the full story] Marketing Articles: Search Engine Marketing
• A Primer: What Is Search Marketing?by Alan Rimm Kaufman
  Search marketing can be a confusing and misunderstood marketing tactic. Many have heard the term but aren't sure what it means; others have an idea of what it's about but need to know how to get started. This article both walks you through the definitions and types of search marketing tactics available as well as indicates how (and when) to best apply them to grow your business. [Read the full story] Marketing Articles: Search Engine Marketing
• Eight Ways Your Company Can Benefit From Bloggingby Mack Collier
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Search Engine Marketing
• Top 10 Things You Should Be Monitoring in Your PPC Reportsby William Leake
  Web analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. TMI (or Too Much Information) becomes both a blessing and a curse. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Strengthen a Site via Title Tag Strategies: Part 2, Some Advanced Tacticsby Brian R. Brown
  If you hadn't paid much attention to title tags until now, but you implemented the basic concepts covered in part one of this series, you are already well on your way to creating a better user experience as well as a more-optimized search experience. Of course, most of us aren't satisfied with just the basics. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Strengthen a Site via Title Tag Strategies, Part 1: The Basicsby Brian R. Brown
  Why is it that one of the most important elements of a Web site—title tags—which also tend to be one of the easiest to manage, is so often done incorrectly? What makes that shortcoming even more amazing is that SEO practitioners constantly talk about title tags. In fact, if ever there could be an area of universal or near-universal agreement in the SEO community, it would be in regard to the importance of title tags. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Arguing SEO Tactics and Keeping Your Living Room Cleanby John Wall and Christopher Penn
  Today we discuss some SEO tactics that may or may not be Black Hat, and how to deliver a dope smack to commenters who don't add to the conversation. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• Sculpting your Site's PageRank Can Help Your Search Engine Rankingsby Stephan Spencer
  Sculpting PageRank? Are you scratching your head, wondering whether Stephan is talking about carving a masterpiece? In a way, he is. If you are considering your options for getting a jump on your competitors in the search results, take a closer look at PageRank sculpting. [Read the full story] Marketing Articles: Search Engine Marketing
• Six Sneaky SEO Techniques That Will Get Web Sites Bannedby Dharmesh Shah
  There are many efficient Search Engine Optimization techniques to optimize your business's Web site, and then there are nefarious methods. These six sneaky techniques will not only ruin your reputation and get your site banned from Google, but could have legal ramifications. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Twitter, Google Docs and The Connectorsby John Wall and Christopher Penn
  Marketing with Twitter, Google Docs for SEO, who the Connectors are and why you need them... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics as well as what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Blogging for SEO Juice and WordPress Pluginsby John Wall and Christopher Penn
  How to blog for SEO juice, some killer WordPress plugins, and a Super Bowl Ad wrap-up... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing

Search Engine Marketing: See all 146 marketing articles

Search Engine Marketing case studies, deconstructing real life examples and illustrating lessons learned

• How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabs
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
• How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon University
• How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%AutoAnything.com
• How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business Solutions
• How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLC
• How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion ShowGoodwill of Greater Washington
• How a Viral Campaign Gave OfficeMax Brand Recognition, Drove ShoppersOfficeMax, Inc.
• How a Patient-Support Program Increased Therapy Participation 20%, Upped SalesActelion Pharmaceuticals US, Inc.
• How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost BlogsDenali Flavors
• How a Dental Office Attracted Clients Using SEO and Other Internet Marketing StrategiesSynergy Dental Center
• How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenter
• How a Niche Web Site's 'Telechats' Increased Credibility, Visibility and Google PageRankTheSpiritedWoman.com
• How Siemens Medical Proved That a Landing Page with a Single, Compelling Offer Is More EffectiveSiemens Medical Solutions
• How an Office Furniture Company Tripled Its Sales by Optimizing for SearchPanel Systems Unlimited
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via EmailGarden Fresh Restaurant Corp.
• How an Online Trader Uses Social Networking to Increase Revenue, Earn Loyalty From ClientsTradeKing
• How a Software Company Became a Marketing Partner By Adding Mobile DataSalesTrac, Inc.
• How an Insurance Company Web Site Achieved Significant Increases in Click-Throughs and ConversionsAmerican International Underwriters (AIU)
• How a Manufacturer Increased Sales 30% by Using the Right Vertical Search EngineRUD Chain, Inc.

Search Engine Marketing: See all 28 case studies

Search Engine Marketing online seminar broadcasts from the best minds in marketing

• What's Hot, What's Not in Online Marketing: A Sneak Peek at the MarketingProfs Digital Marketing MixerAttendee rating:  - Sep 25, 2008
• Advanced Tactics in SEO: Part Art, Part Science Attendee rating:  - Mar 27, 2008
• Customer Carewords: Words on the Web that Make the SaleAttendee rating:  - Dec 13, 2007
• Search Engine Optimization (SEO) for Really Big WebsitesAttendee rating:  - Jun 28, 2007
• Search Marketing Essentials for Online RetailersAttendee rating:  - Feb 8, 2007
• Getting Google to Love Your Website . . . AgainAttendee rating:  - Sep 28, 2006
• Advanced Topics in Paid Search MarketingAttendee rating:  - Mar 9, 2006
• Essentials of Paid Search MarketingAttendee rating:  - Mar 8, 2006
• Inside Secrets to Building Links for Online Publicity, Buzz and Search Engine OptimizationAttendee rating:  - Feb 16, 2006
• Google in the Real World: How Links Boost Your RankingAttendee rating:  - Nov 10, 2005
• Killer Search Engine Content: Create Web Content to Get on the First Page of Search ResultsAttendee rating:  - Mar 23, 2005
• Paid Search Advertising: Successful Campaigns Using Google and OvertureAttendee rating:  - Feb 3, 2005
• Search Engine Optimization: Maximize Your Natural Search ChannelAttendee rating:  - Nov 18, 2004

Search Engine Marketing: See all 13 seminars

Search Engine Marketing mini articles distilling bite-sized advice (from our Get to the Point newsletters)

• My House or Yours?Search Engine Marketing
  With the Search Engine Marketing industry in North America generating more than $10 billion annually, most marketers know that search needs to be a part of their plan. What they...
• Might as Well Jump!Search Engine Marketing
  To do search marketing right, it's best to send potential customers who click on your search-engine-generated links to a "jump" or landing page. This page is the gateway to your...
• Get Fresh! Go Organic!Search Engine Marketing
  According to comScore, Americans conducted 11.5 billion searches in June 2008, 61.5% of those searches using Google. This is living proof, if we still needed it, that marketers should not...
• How to Stop Traffic!B2B Marketing
  In a recent Marcom Writer Blog post, Dianna Huff noted that, while going over her Google stats, she realized that one single archived issue of her newsletter was drawing a...
• I Like 'Em Small and FocusedSearch Engine Marketing
  Numerous studies have shown that when it comes to finding business information online, the big search engines may fail to deliver. Outsell, for example, found a 31.9 percent failure rate...
• Meltdown MarketingSmall Business
  Marketing budgets often take a hit during economic downturns. And whether your department experiences a cutback, or you're simply on the hunt for inexpensive ways to increase your reach, Jenni...
• Treat, Don't Trick, Search EnginesSearch Engine Marketing
  While good SEO boosts site traffic, not all tactics used these days are above-board. Some, designed to "trick" search engines, are not only bad business: they can get your site...
• The Right Way to Serve Up LinksSmall Business
  Most Web sites have a page with outbound links. In theory, they serve as a resource for your customers, but Shavkat Karimov argues that, in practice, links pages rarely add...
• Peeling Back the Top Few LayersSearch Engine Marketing
  In a recent article at MarketingProfs, Mike Volpe of HubSpot likens search engine optimization to a gigantic onion. There's no end to the number of layers you can peel back...
• How to Measure that Long TailSearch Engine Marketing
  You may have heard of "The Long Tail," a phrase put into popular use by Chris Anderson's article in Wired magazine a few years ago. In a nutshell, it refers...
• Google's Smarter Than You ThinkSmall Business
  The more you focus on SEO strategy, the more you might begin to think you can outsmart Google. But Dharmesh Shah argues in an article at MarketingProfs.com that gaming the...
• Build It and They Will ComeB2B Marketing
  The key to getting your site to the top of a B2B keyword search list isn't just content, says Galen DeYoung: "Proper site architecture is also critical," he insists. So...
• Go Where the Current LeadsMarketing Inspiration
  John McCain got people talking when he aired an ad that compared Barack Obama to style-over-substance celebrities like Paris Hilton; but the conversation really picked up when Hilton shot back...
• Go With the New Kids on the BlockB2B Marketing
  Brandon Leibowitz is a fan of the new kids on the block when it comes to Web directories. He says there are lots of benefits to advertising with unestablished directories....
• Check You OutSmall Business
  People used to get embarrassed when they admitted googling their own name—or that of their company—because it seemed vain. Today, though, knowing what shows up on the first page of...
• I See Riches on the HorizonB2B Marketing
  There's a bright future out there for B2B search marketing, if you're just willing to search for it. The number of vertical search options for B2B marketers is steadily moving...
• Analyze ThisEmail Marketing
  According to Dan Forootan, "Google Analytics has become one of the industry’s most powerful Internet marketing tools, helping advertisers, publishers and Web site owners improve their sales conversion, campaign targeting...
• R-U the 1-4 Me?B2B Marketing
  Getting prospects to your Web site through a search engine is only half the battle. Converting them once they're there is the other half—and the tough part. Luckily, Patricia Hursh...
• Hitting the Pay-Per-Click PlateauSmall Business
  Did you start to abandon your natural search efforts, which gained your site favorable placement in a Google search, when pay-per-click advertising seemed to offer better results? It's not uncommon....
• Master Your DomainSmall Business
  In December, Hollywood learned that the AMPTP—which represents producers in their protracted negotiations with striking writers—hadn't covered its online bases. While the organization owned amptp.org, it didn't control amptp.com. A...

Search Engine Marketing: See all 24 quick reads

Search Engine Marketing marketing downloads for the busy professional

• Marketing Metrics How-To Guide
  Metrics 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 Firms
  This 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 Template
  If 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 Tool
  This 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.
• SEO Summit - MP3
• SEO Summit 2005 - Transcript
  SEO Summit 2005 - Transcript
• SEO Summit – Transcript
  SEO Thought Leader Summit

Search Engine Marketing: See all 7 downloads