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

When it comes to optimizing your site for search and the search engines, it's important not to overcomplicate your design and technical approach with things such as Flash, Java, frames and dynamically built Web sites. Here are 11 tips for design that works. more

A consistent problem with the "ranking-centric" mindset is that it doesn't reflect a powerful rationale for getting involved in SEO. Where is the true business case? What tangible results are desired? More and more frequently, people are getting into SEO for the wrong reasons. Achieving high rankings for targeted keyphrases, ... more

Recently, search engine revenues have rocketed, with pay-per-click advertising providing much of the fuel for growth. The other side of the coin: advertisers have been using PPC keyword advertising to meet their marketing objectives. But even with such heightened competition, there may be untapped, hidden opportunities for online marketers interested ... more

It's always been conventional wisdom that the fastest and most efficient way to research products and pricing is on the Web. But is search engine marketing cost-effective enough to increase profits for B2B marketers? You bet, and here's why. more

Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words, killer Web content gets killer Web links. Last week, we covered the basics. Here, we continue the ... more

Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results. In other words: Killer Web content gets killer Web links. Here are some guidelines to follow. more

A doorway page is content created specifically for the purpose of garnering high placements in the search engines. Search engines generally advise to avoid such pages as well as other "cookie cutter" approaches, such as affiliate programs with little or no original content. There are, however, acceptable alternatives. more

If you want to succeed with search engines in the long term, you should not primarily focus on how the search engine works. Rather, you should focus on how the brain of the searcher works. Because if you understand how people search, you're halfway there to getting found when they ... more

While price can (and should) certainly be a factor in the SEO decision-making process, it should not be the primary factor. Unfortunately, many companies that think they are saving money when making SEO decisions find out later that the actual costs of doing SEO wrong can make the "savings" pale ... more

Can an effective keyword strategy improve Web site conversion rates? Absolutely. But only if your site includes the right terminology and phrases. more

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In this final part of this series, we'll be looking at where traffic arrives from and how that affects conversion, specific search engine queries, pay-per-click issues and more. more

Although "holistic" is often used to describe a particular approach to medicine, it is also appropriate to apply it to other disciplines, including search engine marketing. more

Here is a checklist of sorts that allows you to go through your Web site and evaluate its health and usability. more

This first article in a three-part series answers specific queries about how to improve Web site conversion rates. more

Some optimizing recommendations are jarring for PR practitioners who’ve honed the craft of writing releases. more