Riding The Rail: Plenty Of Time To Ponder Search

Jun 29, 2009 at 7:02am ET by David Roth

I'm going just a bit off topic this month. It may seem a stretch, but bear with me, there is a modicum of relevance to this column. You see, most of my ideas for Industrial Strength columns, as well as the bulk of my SEL column writing, take place on either the Capitol 523 or the 542. These are the trains that I take to get to and from work. While I work in Sunnyvale, CA, I live in El Cerrito, just over 50 miles away. Why I live so far from work is yet another long story, so let's stay on topic here. All aboard for Silicon Valley The Capitol Corridor is the name of the rail service I ta [...]

Filed in: Industrial Strength

Clean Up Your Local Data!

Jun 15, 2009 at 11:52am ET by Eric Enge

Local search is a huge opportunity for many businesses, particularly those with hundreds (or more) of locations. In this article, we are going to cover one of the most difficult aspects of that - getting your data to show correctly in the search engines. This turns out to be an extremely important thing to do. In David Mihm's recent Local Search Ranking Factors report the top two items listed where: Local address in City of search (e.g. a user search on "boston rental cars" will favor rental car companies located in Boston) Citations from major data providers, IYPs, and other local in [...]

Filed in: Google: Maps & Local, Industrial Strength, SEO: Local

Attribution & The Customer Lifecycle: What Search Marketers Need To Know

Jun 8, 2009 at 3:41pm ET by Wister Walcott

Too often, PPC campaigns are managed as though clicks and conversions take place within a vacuum, disconnected and unrelated to the customer engagement that occurs through other mediums and at other times. But PPC campaigns are tightly interwoven with broader marketing programs that reach customers over the entire customer lifecycle—across the web, in store, via email, by phone and every other way a company or brand interacts with its customers. In fact, viewing PPC transactions within the broader context of lifetime customer engagement, and attributing this information to bid rates and [...]

Filed in: Industrial Strength

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