Five Ways To Amp Up Holiday Shopping Season Results

Nov 9, 2009 at 12:47am ET by Ken Godskind

Despite indications that the U.S. economy is starting to turn around, low consumer confidence will undoubtedly have an impact on retail sales this holiday season, making every consumer's online search, browsing and buying experience more critical than ever. The challenge for online retailers is not only to get shoppers to your site, but keep them there and entice them to make a purchase. Niraj Shah recently gave helpful search marketing tips for the holidays, and Stephan Spencer shared advice on SEO during the upcoming shopping season. Both stress the importance of strategic search engine m [...]

Filed in: How To: SEM

Business Owners: Are You Sabotaging Your Own Local Listings?

Nov 6, 2009 at 4:21pm ET by Gib Olander

As SEO rapidly becomes a core task for local business owners, there's a new temptation to build advertising messages or tracking mechanisms into business listings on the web. Typically, this might mean adding a slogan or campaign tagline to a business name or changing an office address to appear local to more customers. Unfortunately, this misguided enthusiasm can negatively impact the way search engines rank local business listings based on variations in company name, address and phone number (NAP, for short). Business listings—name, address, phone number—are a company's fing [...]

Filed in: Google: Maps & Local, How To: SEO

Multilingual Marketing, SEO And The Global Village

Nov 2, 2009 at 12:20pm ET by Christian Arno

Marshall McLuhan was the Canadian educator, scholar and philosopher who popularized the term "global village" way back in the hippie sixties. He coined the phrase in reference to the effects of mass media on the world, in that it enabled people to instantly experience the effects of their actions on a global scale. At the time, most people were probably more concerned with skipping the light fandango than fretting over the mass-communication musings of Mr. McLuhan. Today, McLuhan’s observations seem more than a little astute, given the proliferation of the internet across the globe. Di [...]

Filed in: How To: SEO

Two Golden Keys To Paid Search Success: Scale And Efficiency

Oct 25, 2009 at 4:40pm ET by Benny Blum

There are two key factors crucial to assuring the success of any large SEM optimization process: First, tuning the campaign so that it is efficient and second, scaling the account while maintaining the efficiency you’ve gained. Your key goal should be to identify incremental opportunity without losing profitability.

Filed in: Google: AdWords, How To: PPC

5 Social Media Lessons For Paid Search Landing Pages

Oct 22, 2009 at 3:25pm ET by Scott Brinker

Can you apply the spirit of social media to other marketing channels? At this year's SMX East, after my presentation on Landing Page Usefulness—emphasizing a "usefulness" mission over "usability" tactics—it struck me: great landing pages can bring many of the ideals of social media to paid search marketing campaigns. Here are five principles of social media marketing that can energize your landing page program: 1. Engage in specific conversations, not generic one-size-fits-all talk. When a company engages in social media, the worst thing it can do is echo canned, cut-an [...]

Filed in: How To: PPC, How To: SEM, Search Ads: General

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