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Marketing Articles: Search Engine Marketing

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  • Make it Short and Sweet
    "If you thought saying something useful in 140 characters on Twitter was hard work," says Nick Usborne in an article at MarketingProfs, "good luck with the 95 characters you have available when writing a Google AdWords ad." So how do you convince someone to click through and visit your landing ... more
  • Put Your Site Search to Work, Part 2: Add Rich Content to the Search Experience
    by Shaun Ryan
    In Part 1 of this series, we discussed leveraging site-search data about the terms your customers use on your site and the items they click on most in your search engine optimization and paid-search efforts, email marketing, and other promotional campaigns. Here, in Part 2, we'll talk about how to put ... more
  • Feeling Left Out? Link Up at Home!
    Does your website feel like a wallflower these days—left out of the online marketing party? Are you seeking in vain those "rich anchor text" links from other websites or blogs that might boost your site into the ranks of the Internet in-crowd? Gaining those much-prized inbound links is an important way to ... more
  • Marketing Budgets Safe for Rest of 2009
    Marketers are optimistic about the economy for the second half of the year. Even in the midst of a recession, 42% of nearly 1,000 global business leaders polled say they plan to increase marketing budgets in 2009, and 43% say they plan to maintain current levels. more
  • Pew Report: Internet Use in the Recession
    Nearly 7 in 10 Americans (69%), or 88% of US Internet users, have used the Internet to cope with the recession, according to a new report from the Pew Internet & American Life Project. more
  • Ads Interesting, Not Influential; TV Ads Most Helpful
    Despite being daily exposed to dozens of ads—including on television, in print, and on the Web—most Americans (55%) say they find advertising to be interesting ("very" or "somewhat"), though fully 41% say it is not interesting, a recent poll found. more
  • Double Your Fun
    In today's challenging economic environment, marketers are seeking better ways to maximize ROI. One way is to leverage insights from both SEM and email to drive greater success across channels. In a recent article at Inside CRM, Ram Krishnamurthy and Brad Neelan offer up five strategies for using such a twin ... more
  • Bada-Bing! Microsoft Scores Search Share
    Google accounted for 74.04% of all US searches conducted in the four weeks ended June 27, followed by Yahoo Search at 16.19%, the recently launched Bing at 5.25%, and Ask.com at 3.15%, Hitwise reports. more
  • Optimize B2B Email for Search, Pt. II
    Last week, we offered Galen de Young's tips for optimizing B2B email content for search engines, just as you would optimize website copy. This week, we offer tips from his B2B Marketing Blog for optimizing internal site links to and from posted email content. Among his tips: Link email marketing ... more
  • Ad Spend Plunge Slows: Recovery in 2010, Growth in 2011
    ZenithOptimedia revised downward its forecast for global ad expenditure growth in 2009 to -8.5%, from its April prediction of -6.9%, after Q1 came in below its predictions, the firm announced this week. more
  • Google's Secret Weapon: Chrome OS for PCs
    "The operating systems that browsers run on were designed in an era where there was no web. So today, we're announcing a new project ... the Google Chrome Operating System. It's our attempt to re-think what operating systems should be." more
  • Where SEO Yin Meets SM Yang
    "Is your website search- and social-media-friendly?" inquires a recent post at the Online Marketing Blog. According to Lee Odden, search is the most efficient and effective way for consumers to discover content. However, focusing on standard SEO tactics, such as keyword usage and links, is not enough to remain competitive, ... more
  • Is This My Fairest URL of All?
    As of June 13, Facebook has made it possible for users to secure a URL for both their profiles and any Facebook Pages they administer. Why this matters: Facebook is super-juicy SEO-wise. It's rich with content, oft-accessed, and constantly being updated. Securing a vanity URL with your name (for your ... more
  • Optimize B2B Email for Search, Pt. I
    "I get a fairly large number of content marketing emails each week," writes Galen de Young in a post at the B2B Marketing Blog. "I'm surprised how many of them come from companies who do a pretty good job of SEO on their sites, but don't apply the same practices ... more
  • Take a Deep Breath. Do a Brief Test.
    "Do you know what attracts your readers? What headlines they respond to most? Do they respond to pictures? Do they know what your offer is?" asks Peter Da Vanzo in a recent SEObook.com post. Testing will give you answers, but it can be tedious and costly. Da Vanzo offers the following ideas for quick-and-cheap, ... more
  • Five Top Tips on How to Write More-Effective PPC Ads
    by Nick Usborne
    Contextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful ... more
  • Serving Up a Perfect SEO Sandwich
    To make an in-house SEO effort successful, you must first gain buy-in from the three main "layers" in most large organizations: executives, management, and everyone else. So says Duane Forrester in a recent post at Search Engine Land. He likens working with these groups to making a layered sandwich. To ... more
  • Be a Pocket Millionaire
    Right in time for the much-anticipated iPhone OS 3.0 Software Update debut on June 17, AdMob has introduced a slew of ad units that will help enterprising advertisers make the most of mobile marketing. Among the cool features to check out:  Mobile social networking, which lets users access your ... more
  • Use Search Queries to Save Money and Increase Conversions
    by Craig Danuloff
    Search queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches ... more
  • Deciphering the Vendor Mating Call
    "Finding a good search engine marketing vendor is a bit like finding a compatible mate," writes Katie Deatsch in a recent Internet Retailer article. To be successful, marketers "first need to know what they want, and second, need to make sure their choice can provide it," she says. After establishing ... more
  • Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1
    by Shaun Ryan
    If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data from your site-search solution to create emails with lists of ... more
  • Meet the SEO Royal Family
    We all know that content is king in search engine optimization, but in a recent Search Engine Land post, Daniel Waisberg reminds us that "usability is queen." According to Waisberg, the synergy between content and usability design can be a powerful generator of website conversion rates. To help search marketers optimize ... more
  • Seeing the Light on Conversions
    Getting the most out of your website? As a B2B marketer in the IT world, you likely have a key objective for your site: generating leads and moving prospects to your offline sales department. While most online marketers live and breathe their conversion rates, this approach, according to a post ... more
  • Wow! Look Who Just Stopped by!
    Careful: You just missed out on a great lead when you analyzed that B2B conversion rate. That's what Todd Michiels says, anyway, in a recent article at Miechiels.com. All too often, Miechiels says, B2B marketers decide to "spend either more or less money based solely on the conversion rate of how ... more
  • Basic Tips for Fighting Click Fraud
    Click Forensics has released statistics for the first quarter of 2009 revealing that 13.8 percent of clicks are a result of fraudulent behavior. Although that figure is down from 17.1 percent in Q4 2008, it's still too high for search marketers' comfort as they watch every penny spent and earned. ... more

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