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3 Guidelines To Scale Your SEM Team

There is a phenomenon within organizations that causes productivity to decline as teams grow larger. This phenomenon is described in economics as a diseconomy of scale and is caused by at least three factors including increased communication costs, duplication of effort, and top-heavy management. These three components can cripple an SEM team that grows larger than four [...]

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Do Search & Display Really Belong Together?

The premise is simple – PPC and display are both media buys trying to achieve similar outcomes; both are forms of ‘bought media’ and now with display moving to a biddable environment both now require quantitative skill sets to manage them. It’s not a tough sell to convince a budget holder that a single agency [...]

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Early Stage Landing Pages At The Top Of The Funnel

For many B2B and considered purchases, buyers go through several stages of evaluating the market and choosing a seller. Different stages naturally benefit from different kinds of landing pages and conversion strategies. Here, we’ll take a look at the very top of the funnel, to see how three different companies are handling early-stage interest on [...]

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How To Use The Keyword Funnel To Understand Searcher Intent

Keyword research can give you great insight into customer problems, needs, desires, and intent.I like to categorize keyword categories themselves into a total of *ten* funnel stages. After performing my initial keyword categorization (sort of into micro-categories), I like to categorize the categories themselves into a total of *ten* funnel stages I’ve developed, which are organized around a “problem/solution” mental model.

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A Glossary Of 15 Really Useful International Search Marketing Terms

A conversation with a number of international search marketers recently showed that their range of experience ranged from expert to beginner, despite their influential career positions. By the way, this doesn’t mean they weren’t all highly talented people – their routes to their positions were just very different. The discussion did make me realise the [...]

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The Social Funnel: What You Lose When You Ignore It

I’ve written often about the dangers of ignoring social media in SEO (and vice versa), but I’m here today to write about another danger: ignoring social benefits in the traditional sales funnel. It’s frustrating that people continue to treat social media as an individual entity, a separate department, instead of a versatile tool. We shutter [...]

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