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Marketing Articles: Search Engine Marketing

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  • 2010 US Ad Spend Forecast to Grow
    Tentative growth in the US advertising market has begun to propel the global ad recovery, prompting a revised forecast of global ad expenditure, now projected to grow 3.5% in 2010, up from the 2.2% forecast in April, 2010, according to projections by ZenithOptimedia. more
  • Matching Search Strategies to Business Goals: Here's Some Help
    "The true test of pursuing either an SEO campaign or pay-per-click (PPC) advertising (or both)," writes Scott Buresh in a recent Pro article at MarketingProfs, "is knowing that it all boils down to your company philosophy, return on investment (ROI) objectives, budget, and numerous other monetary and marketing factors." To help ... more
  • Digital, Direct Marketing Hiring Softens—Less so for B2B
    Weakening economic signals are having their effect on the employment outlook for digital and direct marketers in the third quarter (Q3), according to the latest quarterly employment report by Bernhart Associates Executive Search, LLC. more
  • Content Curation: Engage Your Customers in Three Simple Steps
    by Pawan Deshpande
    Most marketers are eager to achieve a level of engagement with current and prospective customers, but the majority stop dead in their tracks when they consider this question: Where am I going to find the time to develop all the content necessary to do it? But here's a little secret: ... more
  • Bing's Search Share Up 7% in June
    Though Google continued to dominate search in June, accounting for 71.65% of all US searches conducted in the four weeks ended June 26, Bing's share of searches reached 9.85%, up 7% from May, according to Experian Hitwise data. more
  • Want to Get Your Web Video Seen? Do This.
    "It doesn't matter how great your video is," writes Larry Kim in a Pro article at MarketingProfs. "[I]f people don't know it exists, it doesn't have much business value." That means you have to optimize your YouTube video for maximum visibility. So, how do you get the crowd to turn ... more
  • Industrial Marketers Spending More on Digital, Social Channels
    The manufacturing sector is showing early signs of recovery: 70% of industrial-sector marketers expect their sales to increase in 2010 over 2009 levels and 31% plan to increase their marketing budgets—with much of those dollars earmarked for online channels, such as video, social media, and search, according to a ... more
  • The Fallacy of Search Engine Marketing Only
    by Scott Buresh
    There has been much debate in the search community about whether it is proper or even hypocritical for a search engine marketing company to use other forms of advertising unrelated to Internet marketing. The naysayers generally have a common argument: A quality SEM company "shouldn't need" to engage in any ... more
  • Tips for Comparing Your Site to Competitors: Do You Stand Out?
    In a post at the SEOmoz blog, Laura Lippay asks, "What makes your site different? Remarkable?" Stumped? Well, one great way to determine how your site stacks up against the competition is to analyze what your competitors are doing right, Lippay says. She offers some guidelines on how best to snoop: "We're ... more
  • Google Grabs 72% of Search in May
    Google continued to dominate search in May, accounting for 72.2% of all US searches conducted in the four weeks ended May 29, 2010, up 1% from April, while Yahoo, Bing, and Ask received 14.4%, 9.2%, and 2.1%, respectively, according to Experian Hitwise data. more
  • Web Tools to Help You Stay a Winner
    With the Internet's speed and rate of growth, who has the time to keep up with everything on it, let alone analyze your website's link structure to see what sites are linking to you? So asks Nick Stamoulis in a recent post at the Search Engine Optimization Journal. Still, "it ... more
  • Time to Beef Up
    You may be wondering about the evolution of SEO—and whether you'll get left behind as it grows in sophistication. Well, you're not alone. A recent interview with Nathan Thompson at the Inbound Internet Marketing blog yielded some takeaways that may help clarify SEO's development—and demonstrate how you can beef up your efforts ... more
  • Online Ad Spend Double-Digit Growth Forecast for 2010
    Worldwide online advertising revenues are forecast to reach $61.0 billion in 2010, up 12.4% over 2009 levels, according to MagnaGlobal. It forecasts global online advertising to grow 11.7% in 2011—and thereafter by an average annual rate of 11.0% through 2015, reaching $103 billion in global spending that year. more
  • LinkedIn Delivers B2B Traffic, Wikipedia More Leads
    Among social media channels, LinkedIn accounts for the greatest number of referred visitors to B2B websites, but Wikipedia is more effective at delivering relevant and serious leads, according to a study by LeadForce1. In addition, visitors referred to B2B websites from Wikipedia spend more time on those sites once they ... more
  • FIFA World Cup: Search, Mobile Viewing Stats
    With the 2010 FIFA World Cup in South Africa set to begin on June 11, US Internet searches related to the World Cup during the week ended May 29, 2010 were up 10% from levels recorded a week earlier, and up 64% from a month earlier, according to Experian Hitwise. more
  • Winning Facebook Tactics for Today's Search Marketer
    by Matt Lawson
    Facebook has more than 400 million active users who collectively spend more time on the platform than on any other website in the world, sharing detailed information about their likes, dislikes, and preferences. No wonder advertisers are salivating at the chance to reach Facebook users with precisely targeted ads. more
  • Debunking Top PPC Myths
    A few years ago, John W. Ellis wrote the post, "If Paid Search Isn't Working, Then You're Doing Something Wrong" at the Search Engine Land blog. Recently, now at his own blog, Ellis reviewed the article to see how current it was—only to find that it is still spot-on! "The fact ... more
  • Social Media Ad Spend Trails
    Despite widespread consumer adoption of social media, advertisers on average allocated just 4% of their media spend to the channel in 2009, relying instead on traditional, proven online media choices that were in place before the economic downturn, according to data from interactive agency Razorfish. more
  • Show 'em That  SEO Sparkle!
    In an article at MarketingProfs, Dan Skeen writes that search-engine optimization provides several return-on-investment measures with a greater potential impact on a company's bottom line than many traditional tactics. However, he notes, because SEO is less tangible than some other areas of marketing investment, it's often harder to clearly show ... more
  • Make Your Brand a Video Star
    Mitchell Harper of BigCommerce recently wrote a cool piece on Mashable detailing how companies can use YouTube to boost their brand SEO. Step One? Consider creating a YouTube channel, he advises: "Every video you post to your channel can be tagged and indexed, increasing the odds your brand name will ... more
  • A Rose by Any Other Name
    ...will go unnoticed by Google. That's what some search pundits are saying these days: To achieve smooth-and-easy SEO, you need to spell out who you are, plain and simple, for the search engines—even if it means inserting a keyword in your primary domain name. "[C]ore branding principles tell us that ... more
  • 'Dwell Rate' of Ad Engagement Impacts Conversion
    Marketing campaigns that actively engage consumers online for longer periods of time—by enticing them to "Dwell"—are more likely to generate high conversion rates and are three times more effective at driving brand-related Web searches, according to a study by Eyeblaster. more
  • Un-Advertising: The Power of Testimonial Video in the Post-Advertising Era
    by Ted Page
    Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of being "targeted" with ads and so are inclined to take evasive action. It's time to dust off the tried-and-true customer ... more
  • Are We There Yet?
    "We are often asked how long it will take before an optimized website will start showing up in the search-engine results," writes Lauren Hobson at Five Sparrows, "but of course that's a difficult question with a complicated answer." (Deep breath, kids.) The truth is, Hobson says, it all depends on ... more
  • Google Takes 71% of Searches in April
    Google continued to dominate search in April, accounting for 71.4% of all US searches conducted in the four weeks ended May 1, 2010, up 2% from March, according to Experian Hitwise data. more

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