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- Too often, companies ignore search optimization simply because senior management does not understand it well enough to provide the necessary leadership and support. And if top management does not view it as priority, marketing and sales people are disinclined to pursue it. They will apply traditional, "accepted" tactics, shying away ... more
- That was the phrase that got my I was talking to an exec at a 1999 new media company... one of those anchor tenants on the web, a big content website. She said something that, in retrospect was obvious, but so shocking it made me sit up "Google doesn't help ... more
- It's amazing, sometimes, how a little piece of information can be just what you need to take your next That's why the Web can be so powerful .... it's just chock-a-block with information that could be useful to you. I say "could" because there's a you have to find it ... more
- Last week, we ended the first part of this two-part series with a discussion of the perceived entry barriers to marketing to Hispanics. Now, we take a brief look at the tactics that marketers use to reach the Hispanic market, and discuss in depth Search Engine Marketing as an optimal ... more
- Not sure if you saw this, but Google recently settled a $90 million lawsuit over click The search business of Yahoo!, Walt Disney Co., Lycos Inc., LookSmart Ltd. and Findwhat.com Inc., which is now known as MIVA Inc. were also included in the lawsuit. As defined by Google, click fraud ... more
- Nothing gets the adrenalin pumping quite like an AdWords campaign that delivers a strong ROI. Success brings a big grin on your face when you realize you can invest more in the campaign, expand the base of keywords, and make even more money. The more you spend, the more you ... more
- Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. It is direct marketing at its purest. To succeed with PPC, you need to apply all the rules for media, ... more
- The aggressive drive to be the number-one search result in Google continues to change the nature of communication. No one is feeling that more than today's copywriters. In less than a decade, many copywriters have fundamentally changed, or felt pressured to change, their approach to the craft. They have learned ... more
- Not all site traffic is good. Like automobile traffic, sometimes traffic is just... congestion, and just gets in the way of those who you really want to come your way. How can marketers target the *right* sort of traffic? more
- Even those familiar with SEO have common misconceptions about its value in B2B marketing. Frequently, I encounter prospects who understand that achieving a high ranking on a search engine is a valuable marketing tool that can make an impact on the bottom line of a business, but they mistakenly believe ... more
- With Google AdWords, it is now possible to target prospects at the very moment they are thinking about buying your products or services. Here's how to maximize your success with Google AdWords. With proper preparation and execution, starting Google AdWords can be like planting a money tree that will provide ... more
- Sometime last fall, Google launched a major update to its search algorithm, shaking up the search engine optimization community—and millions of Web site rankings. The update has been named Jagger and is apparently complete. The keywords that people used to find your site with in Google may not be producing as ... more
- A good guarantee should not only appeal to the base emotion of a potential purchaser but also afford some real protection that the purchase he or she is making will provide meaningful results. Unfortunately, many of the most popular types of guaranteed SEO do not. Here's what really matters. more
- Very often, the people who first recognize the potential benefits of professional SEO are not the key decision makers. They are the people on the front lines of the organization—the ones who deal with prospects and customers every day. But proposing professional SEO as a new marketing initiative to the ... more
- Link building is arguably the most challenging aspect to search engine optimization. It's anything but straightforward; the process is fraught with landmines; and the outcome is largely outside of your control—since you can't dictate who links to you and who doesn't. Here's where to start. more
- While getting people to enter your site through the home page of your Web site is ideal for conversion, occasionally visitors will enter through a sub-page, not designed for that same means. Marketers need to regularly utilize Web site analytic tools to keep a watchful eye on all pages, to ... more
- Search engine optimizers typically label themselves as "white hat" or "black hat" to identify their basic philosophy, approach and methodology for SEO. As with most things in life, SEO probably isn't as much "black" and "white" as a spectrum of gray. And more importantly to marketers, the question isn't so much ... more
- With paid search, you pay only for click-throughs to your site. Such accountability is a marketer's delight, but that's only half the story. What about all the people who found the site, saw the pitch but didn't buy? more
- Having greatly benefited from my relationship with Google in the past several years, the author dedicated this article to the search engine superstar. Their friendship hasn't always been rosy. He got to know Google several years back, when it was just a small fish in a big pond. He started ... more
- Is it time for your company to jump on the in-house bandwagon? Managing a successful paid and organic SEO campaign takes a dedicated staff, a savvy SEO plan and the time to make it happen. If your company is sitting on the in-house versus outsourcing fence, here are some tips ... more
- Most people's concept of advertising is limited to the (sometimes woeful) ads they see on TV, or the billboards they drive past. Seeing these, they automatically assume that effective advertising is out of their reach. This couldn't be farther from the truth. Pound for pound, Google AdWords offers everyone, from ... more
- In part one of this article, we talked about the uniqueness of B2B marketing and the dominant role of search engines in the B2B buying process. So it goes without saying that good search engine visibility is an excellent way to boost profitability. Now it's time to explore the return ... more
- In the search engine optimization and marketing industry, there's been a rule of thumb: Longer keyword phrases have better conversion rates. But that's not the whole truth: conversion rates peak at four-word phrases. Here are strategies you should consider when developing keywords for your optimization and pay-per-click campaigns. more
- Your average business Web site has come a long way since its brochure days. Savvy businesspeople have learned a lot about Web site design and usability, especially the importance of designing and testing landing pages to increase conversions. But has corporate America discovered the importance and effectiveness of organic search ... more
- In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic. With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies. more
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