Search Marketing > Search Marketing: Branding
May. 5, 2008 at 11:29am by Matt Lester
Seven Tactics For Leveraging Paid Search To Build Brand Awareness
Everyone managing cost-per-click (CPC) campaigns lives by three magic letters that can make the difference between a friendly pat on the back and a hefty push on the back... out the door. Those letters are ROI (return on investment). Put another way, are you bringing in more money from your...
See Related Stories In: Search Ads: General, Search Marketing: Branding
Apr. 7, 2008 at 7:09am by Greg Sterling
iProspect: Blended Search Resulting In More Clicks On News, Images, And Video
Since the advent of "blended" or "universal search" last year across the major engines, there's been ongoing discussion and speculation about its impact on user behavior and search marketing. Gord Hotchkiss last year wrote extensively about how blended search (on Google) has in fact shifted the user focus from the...
See Related Stories In: Google: Universal Search, Microsoft: Live Search, Microsoft: Live Search SEO, SEO: General, SEO: Video Search, Search Marketing: Branding, Search Marketing: General, Stats: Search Behavior, Yahoo: SEO, Yahoo: User Interface
Feb. 13, 2008 at 7:20am by Robert J. Murray
Designing And Owning Your "Search Shelf Space"
Ever walk into a store to purchase something, only to find it’s not there? You know what you want and you’re ready to buy, but you can’t find it. Bewildered, you paw through the shelves, searching high and low, but to no avail. Exasperated, you leave. Sound like fun?...
See Related Stories In: Brand Aid, Search Marketing: Branding
Feb. 13, 2008 at 2:13am by Greg Sterling
Third Annual Yahoo Searchlight Awards Happen Against Surreal Backdrop
As Yahoo was apparently laying off its promised 1,000 workers today, I was at the Time-Life Building in New York as a panelist for the third Yahoo Searchlight Awards. I've had the honor to be a part of this event since its inception in 2005 and think it's a terrific...
See Related Stories In: SEM Industry: Awards, Search Marketing: Branding, Yahoo: Search Ads
Jan. 9, 2008 at 1:11pm by Chris Sherman
Paid Search For Big Sites, Big Brands: Webcast
Our sister site, Search Marketing Now, is hosting its first webcast for 2008: “Paid Search for Big Sites, Big Brands,” tomorrow, Thursday, January 10 at 1 PM Eastern Standard Time, sponsored by iProspect. In this webcast, I'll take a look at how large organizations with complex websites and important brands...
See Related Stories In: Search Marketing: Branding
Nov. 21, 2007 at 9:37am by Dave Feldman
The Big Search Faceoff: Corporate vs Franchise
This summer, the National Hockey League took a cheap shot. No, they didn’t redesign the league’s uniforms or put a team back in Winnipeg. Rather, they took control of overseeing the league’s websites. Since the domains had previously been run by each franchise, naturally the move has some team...
See Related Stories In: Brand Aid, Search Marketing: Branding
Sep. 19, 2007 at 9:03am by Dave Feldman
Turf Wars: How Aggregator Search Results Can Affect Your Brand
Are you a marketer looking for additional online sales outlets? If so, you’re probably considering partnering with aggregation sites as they have proven to be a highly effective solution for many marketers. However, keep in mind that partnering with such sites is not risk free. Doing so can both...
See Related Stories In: Brand Aid, Search Marketing: Branding
Sep. 13, 2007 at 11:26am by Stoney deGeyter
The Power Of Branding For Small Business, Part Two
People often associate brands with money. And lots of it. Generally, if you try to run a branding campaign such as you see from big companies like Target, you certainly will have to fork over a big chunk of change. But we small business owners don't have that kind...
See Related Stories In: Search Marketing: Branding, Small Is Beautiful
Sep. 6, 2007 at 9:30am by Barry Schwartz
Google Fight: Nokia & Apple Ads Trade Blows Over iPhone Price Cut
Bought that iPhone and now upset over the $200 price drop after it's been out only 60 days? Nokia's guessing plenty are and reaching out to them on Google via search ads. But Apple's not sitting back in the face of the Nokia ad campaign. Apple has put out...
See Related Stories In: Google: AdWords, Search Marketing: Branding
Sep. 6, 2007 at 8:55am by Stoney deGeyter
The Power Of Branding For Small Business, Part One
More and more I'm discovering the necessity of helping our customers brand themselves in the search sphere. In the past, we often felt that some clients just didn't need to be branded in the search results. Maybe because they were smaller clients or didn't have a nationally recognized name....
See Related Stories In: Search Marketing: Branding, Small Is Beautiful
Jul. 18, 2007 at 9:24am by Jessica Bowman
Protect Your Employees, Online
Have you ever checked out what people are saying about your brand on blogs and on photo-sharing sites such as Yahoo's Flickr or Google's Picasa? Have you also taken the time to monitor what people are saying about your employees? You owe it to your employees to look out...
See Related Stories In: Brand Aid, Search Marketing: Branding, Search Marketing: Public Relations
Jul. 11, 2007 at 8:36am by Todd Mintz
Best Practices For Corporate Domain Name Management
While a decent percentage of the global business community has become aware of the importance of search engine marketing, very few businesses seem know about the best practices surrounding the purchasing and ownership of web site domain names (e.g. when to purchase, what to purchase, etc.). Unlike SEO problems, where...
See Related Stories In: SEO: Domain Names & URLs, Search Ads: Domaining, Search Marketing: Branding, Search Marketing: General
Jun. 27, 2007 at 9:46am by Jessica Bowman
What To Do When Your Company Wikipedia Page Goes Bad
It happens to many companies: their Wikipedia page evolves and starts reporting bad stats, inaccuracies, legal stories you thought were water under the bridge and more. Wikipedia is a web 2.0 success story, and almost always ranks on page one in Google search results for your brand. Anyone can...
See Related Stories In: Brand Aid, Search Engines: Wikipedia, Search Marketing: Branding, Search Marketing: Public Relations
Jun. 13, 2007 at 8:57am by Jessica Bowman
Dominate Page One For Your Brand Phrases
Facing unfavorable content on page one in the search engine result pages (SERPs) for your brand terms can be a challenge. Today's article discusses a strategy that allows you to mobilize all of your company websites to jump to the top of the SERPs so that your company dominates...
See Related Stories In: Brand Aid, Search Engines: Custom Search Engines, Search Marketing: Branding
May. 11, 2007 at 9:23am by Barry Schwartz
Political Candidates Need Serious SEO Help
Whether DNC or RNC, Political Candidates need SEO from SEOmoz takes a look at the current political landscape in the search results. What we learned from this article is that the U.S. political candidates need some serious help with SEO and search marketing. For example, John McCain's web site currently...
See Related Stories In: SEO: General, Search Marketing: Branding, Search Marketing: Public Relations
May. 9, 2007 at 12:42pm by Jessica Bowman
What Are Search Engines Saying About Your Brand?
In the offline world, companies make it a priority to influence the message people see in the media. However, in the search marketing world, very few companies make an effort to influence the message seen in search results pages. Instead, many companies ensure their website(s) are at the top...
See Related Stories In: Brand Aid, SEO: Writing & Body Copy, Search Marketing: Branding
Apr. 23, 2007 at 3:12pm by Brad Geddes
Putting Search Into The Marketing Mix
Many companies have yet to get involved with search marketing. At Search Engine Strategies New York, panelists on the "Putting Search into the Marketing Mix" offered compelling reasons for including search as a fundamental component of a marketing strategy. The panel was moderated by Gord Hotchkiss, President & CEO of...
See Related Stories In: SEM Industry: Conferences, Search Marketing: Branding, Search Marketing: General
Mar. 27, 2007 at 8:14am by Alan Rimm-Kaufman
PPC And Your Good Name: Sales From Brand Searches Aren't Incremental
Hello! My name is Alan Rimm-Kaufman. I'm honored to be contributing a monthly column on paid search for Search Engine Land. The column will appear the third Tuesday of each month. My focus will be strategy, economics, and multi-channel. About me: I run a paid search agency based in...
See Related Stories In: Paid Search, Search Ads: General, Search Marketing: Branding
Mar. 26, 2007 at 7:31am by Danny Sullivan
Travelocity: Non-Branded Terms Convert Nearly 25% But "Assists" Might Be Less Than Assumed
Earlier this month, Travelocity's chief marketing officer Jeffrey Glueck generated a bit of a stir in the search marketing world after giving a speech saying his company found only 4 percent of non-branded search terms brought in bookings. Problem is, Glueck now says those figures weren't reported correctly. As it...
See Related Stories In: Search Marketing: Branding, Stats: Search Behavior
Mar. 21, 2007 at 3:03am by Galen DeYoung
B2B Search Marketing: Branding's Best Friend
Despite the key role it plays in B2B purchasing, branding seems to move further and further down the list of corporate priorities. In the drive to generate revenue in today's ROI-driven world, don't ignore the influence of corporate branding on B2B sales or focus search marketing solely on product...
See Related Stories In: Search Marketing: Branding, Strictly Business
Mar. 16, 2007 at 4:40pm by Chris Sherman
Travelocity: "Profound Mistake To Think We've Figured Out How To Measure ROI On Search"
Jeffrey Glueck, CMO at Travelocity, offered some controversial, and to some, nearly heretical comments while speaking at the IAB's Performance Marketing Forum this week in Chicago. According to coverage in Advertising Age, Travelocity has found that it's a waste to buy non-branded search terms. Fully 96% of Travelocity's bookings coming...
