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Marketing Articles: Search Engine Marketing

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  • Tag, You're It!
    When the spiders come crawling through your Web pages, will they find what they need to index the pages properly? They will if you're using meta commands, or tags, correctly. Meta commands are used on individual Web pages to "modify how search engine spiders behave," says Medium Blue's Scott Buresh ... more
  • Up, Up, and Away!
    We may be in a recession, but that isn't stopping marketers from spending on search. According to the new 2008 annual survey and forecast from the Search Engine Marketing Professionals Organization (SEMPO), spending on search engine marketing in North America is expected to hit $26 billion by 2013, up from $13.5 ... more
  • Words, Words, and More Words
    A new trend uncovered by Hitwise reveals that search queries on all major search engines are starting to get longer and longer. In a recent study, the measurement firm found that searchers are typing four or more words at an increasing rate to find what they're looking for. Searches using ... more
  • How You Lose Sales With Bad Search Marketing Decisions Based on 'Best-Practice' Web Analytics
    by Todd Miechiels
    One of the most dangerous trends emerging is that B2B marketers, and their extended search-marketing resources, are regularly making bad decisions based on "solid analytics data." All too often, marketers are deciding to spend either more or less money based solely on the conversion rate of how a certain search phrase, ... more
  • Now, That's a Tiny Window!
    In search, you have a very short window of opportunity for engaging your prospect. The key to ensure you get seen through that tiny window: give searchers exactly what they're looking for. One way of doing this, says Medium Blue's CEO Scott Buresh in a MarketingProfs article, is to use ... more
  • 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 1)
    by Jonathan Kranz
    When the going gets tough, the tough get... cheap. Today, a good marketing idea has to be as inexpensive as it is clever. In this first of a two-part series are five inexpensive suggestions that can lead to productive results. more
  • Have You Considered Analysis?
    There are some great free resources to help with keyword research. Overture's Search Term Suggestion Tool, for example, can provide useful insight. But as Keyword Research Analysis expert Valerie DiCarlo points out in a recent online article, these types of tools should just be a starting point. "The free tools ... more
  • Have Your Cake and Eat It, Too
    Marketers may think they have to sacrifice site usability to maximize their rankings with the search engines. But the truth is, the most efficient strategy is finding a balance between the two strategies. As Netconcepts' Stephan Spencer said in a recent MarketingProfs article, "SEO, when done right, enhances the usability ... more
  • Write? Right!
    How many times have you heard the phrase, "Content is king"? When it comes to search marketing, it's not hyperbole. Content is, well, the key to keywords. "This is the reason writing articles is probably the most [popular] Internet marketing tool being used today," writes Uchenna Ani-Okoye in a recent ... more
  • Code Blue: A First Aid Kit to Revive a Failing PPC Campaign
    by William Leake
    Perhaps your spending has spiraled out of control and your conversions haven't budged. Or, like many of us, maybe your performance is fine but your budgets have been slashed, forcing you to produce the same results with less spend. Before you scrap everything and start from scratch, pull out this trusty ... more
  • Bandage, Please
    All marketers have the same goal for their paid search campaigns: increase conversions while keeping costs down. So when the opposite occurs and a marketer finds him or herself spending more and more money for less-than-quality leads, it's time for a fix. In a recent MarketingProfs article, Apogee Search's William ... more
  • Searching for the Searcher
    Many marketers erroneously go about hiring an SEM firm as they would an ad agency. But according to Rimm-Kaufman Group's George Michie, the process is more akin to hiring a law or accounting firm. In a recent Search Engine Land post, Michie suggested your search for the right search firm ... more
  • Too Much of a Good Thing
    A prospective customer does a search for a product your company carries, and your brand appears in the number one, three, five and seven spots. Terrific, right? Not necessarily. As Shari Thurow, author of the forthcoming book When Search Meets Web Usability, wrote in a recent blog, finding the same content delivered ... more
  • Usability and Findability—Getting the Synergy Right
    by Stephan Spencer
    Finding the balance between search engine optimization (SEO) and a successful user experience can be a challenge. The two strategies can conflict, and companies may mistakenly favor one over the other. more
  • That's Definitely Worth the Price!
    You can always find someone willing to sell you a solution for boosting your keyword effectiveness. But in a recent blog post, search marketer PotPieGirl offered her favorite free keyword research tools: Your brain. We were all consumers before we were marketers, she reminds us. So ask yourself, "If I ... more
  • Mix It Up, People
    In a post at the HubSpot blog, Prashant Kaw says his small education-oriented Web site has achieved remarkable Google rankings in a category loaded with heavyweight competitors. His dependence on the search engine, though, gives him cause for concern. "While marveling at my site's ability to outrank large .edu behemoths ... more
  • Top 10 for Online Marketing Success in 2009
    by Aaron Kahlow
    Do you know what will ensure your web site's success in 2009? Here's the top 10 ideas for online marketing success this coming year... and beyond. more
  • You Want to Cut What??
    It’s no secret that when the economy goes south, the first cuts companies often make are from marketing. That could mean "bye-bye search budget" if you don’t take steps now to protect it. William Leake of Apogee Search explains in a recent MarketingProfs article how to keep the axe from ... more
  • Start It Off With a Bang!
    As the calendar page flips to a new year, now is the perfect time to re-evaluate and refine your search campaigns' lead gen capabilities. In a new MarketingProfs article, William Leake of Apogee Search offers the following tips for boosting your pay-per-click performance: Add new compelling lead bait. Many viable ... more
  • Hocus-Pocus, Keyword Focus
    The secret to success in the new year may lie in divining the right keywords. As Christine Churchill says at Search Engine Land, the words you buy in pay-per-click, the terms you target for organic, the phrases you focus on in your images and videos, all depend on making good keyword choices ... more
  • Top 5 Legitimate SEO Techniques That Will Help Your Business Get Found
    by Mike Volpe
    Gems of 2008: People have not stopped buying things, so how are they researching and purchasing products since they have made themselves immune to old marketing techniques like banner ads and direct mail? The answer is with search engines and Google. According to comScore, Americans conducted 11.5 billion searches in June ... more
  • Cool Cloaking Device!
    Is your website invisible? If it's not designed to be found by search engine spiders, it might as well be. The key to visibility? Keeping content clear and simple. An untold number of expensive Web sites out there are beautiful to behold, but rarely seen by searchers. To help clarify ... more
  • Using Differentiators in Keyphrases: What Every Search Engine Optimization Effort Should Do
    by Scott Buresh
    In search, you have a very short window of opportunity for engaging your prospect. The only way to get a solid competitive advantage in SEO is to use techniques that ensure you are giving a prospect exactly what he or she is looking for. Otherwise, your prospect will simply click the ... more
  • I See You. I Want You.
    Just when you've mastered the whole key word concept, along comes—key pictures? Online retailer Amazon.com has released a free downloadable mobile application for the iPhone and iPod touch that enables shoppers to search for products to purchase online by simply snapping photos of them. If you like your co-worker's shoes, ... more

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