Using Predictive Modeling In Seasonal Search Campaigns
Jun 17, 2009 at 5:14pm ET by Siddharth Shah
Optimal bidding for performance is a complex task for search marketers. When placing bids every day, you must be mindful of the volatility in the marketplace due to changing search traffic, competition, matching algorithms that vary across search engines and the changing needs of your business. For many of you, particularly if you work in the travel or retail sectors, seasonality—the cyclical patterns in the demand for various product offerings—adds an additional layer of difficulty that can make search marketing campaign management seem daunting.
It would be extremely time and [...]
Filed in: How To: PPC, Search Marketing: Search Term Research
Five Steps To Leveraging Great Content For Better Rankings
Jun 17, 2009 at 5:06pm ET by Scott Smigler
Recently, I was at an internet marketing convention where the question was posed to a panel: "As a search engine optimizer (SEO), what would you advise your clients to do if an extra million dollars fell into their lap?" The response from the SEOs on the panel was essentially "invest it all in creating great content."
When questioned, the panel agreed that links were important (since Google's algorithm prioritizes their analysis of links so highly), but the general implication was that if you create great content the links will come.
It would be fair to say that sometimes good content g [...]
Filed in: How To: SEO, Link Building: General, Search Marketing: Search Term Research
Fine Tuning Your Search Campaign To Today’s Economic Environment
Jun 1, 2009 at 3:18pm ET by Siddharth Shah
It is no surprise that the recession has affected online consumer spending habits. In lean times, people are more apt to curb spending and seek out the best bargains. From a search perspective, it is now more important than ever for marketers to adapt their campaigns to these changes in consumer behavior to better optimize performance.
As consumers modify their spending patterns, their search behavior—the keywords and terms they use to locate products and services—also change. We recently culled over half a million search terms containing a certain modifier. For instance, queri [...]
Filed in: How To: SEM, Search Ads: General, Search Marketing: Search Term Research
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