Recruitment SEO: How to create a well-optimized career section on your site
Are you looking for quality hires? Contributor Thomas Stern explains how optimizing the careers section on your site will attract qualified candidates.
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Thomas Stern's latest articles
What to get right before launching a global business
Columnist Thomas Stern shares how taking care of business at home helps ensure global success.
The importance of targeting branded searches
Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it's crucial to invest in a branded search strategy.
Local SEO: Driving customer actions for enterprise-level brands
Multilocation businesses face some unique challenges in today's local search landscape, but columnist Thomas Stern believes they can succeed by finding the right balance between centralized data management and localized content production.
How to conduct an SEO content audit
Columnist Thomas Stern shows how a content audit, when done right, can help you assess whether your content is relevant not only to your brand goals and SEO objectives, but also to the customer’s needs.
Nailing down ads for the holiday season
E-commerce marketers, are you prepared for the holiday season? Columnist Thomas Stern shares some ideas on where to invest your paid media dollars to maximize holiday sales.
It’s time to embrace new strategies for apparel: Broadening tactics through user intent
Clothing retailers, listen up! Columnist Thomas Stern explains why apparel brands must evolve their strategies and measurement beyond just conversions.
How SEO can create budget efficiencies in paid search campaigns
Columnist Thomas Stern provides data showing that when used together, SEO and PPC can better achieve desired marketing outcomes such as more qualified traffic and budgetary efficiency.
Refreshing competitive search strategies in 2017
In the new year, columnist Thomas Stern argues we should adopt new strategies for monitoring and analyzing the competition. Here are his suggestions.
Micro-moments and beyond: Understanding and optimizing for consumer intent
Want to reach search engine users in their moments of need? Columnist Thomas Stern explains his process for mapping keywords and content to the customer's path to purchase.
Plan device-specific user experience strategies with Google AdWords’ bid modifier
Google recently announced some changes to the way bid adjustments works in AdWords. Columnist Thomas Stern explains how this might affect your device-specific bidding strategies.
Refine your content marketing tactics to benefit from enhanced search engine display
Columnist Thomas Stern discusses how content marketing performance can fall short if SERP features aren't considered.
Trend observation: branded PPC ads getting more expensive
Have you noticed your brand CPCs increasingly lately? It's not just you. Columnist Thomas Stern shares data which suggest that branded terms have become more expensive since Google's recent SERP changes.
The Local SEO Playbook To Increased Visibility And Customer Acquisition
Columnist Thomas Stern discusses five essential components of local optimization that increase online exposure and drive offline traffic to brick-and-mortar stores.
Attributing Retail Store Transactions To Online Clicks At Keyword Level
Columnist Thomas Stern offers a sneak peek of results and winning tactics from the beta of Google AdWords' online-to-in-store conversion tracking.
Enhance Search Engagement With A Complementary Paid & Organic Visibility Strategy
Columnist Thomas Stern explains how paid and organic search efforts can be used together to boost ROI through increased brand awareness and visitor engagement.
How To Win A US Search Award: The Approach That Helped Us Increase Search Exposure And Win Best In Retail
Columnist Thomas Stern discusses the unique digital struggles retail brands face and how to overcome them with award-winning SEO.
Decoding Keywords To Forecast Marketing Opportunities
Keyword forecasting helps marketers predict keyword-to-content value to find potential customers, create smarter content and predict return on investment. Columnist Thomas Stern explains.
Using Google To Inform Pinterest Keyword Research Strategies
Incorporating Pinterest into your online marketing strategy is good -- getting that content to rank in Google search is better. Columnist Thomas Stern explains how to increase the search visibility of your Pinterest content.
The Key To Optimizing Non-Branded Paid Search Campaigns
Looking to increase your ROI from non-branded search campaigns? Columnist Thomas Stern shares tips on how to lower CPC and increase engagement.
Talent Vs. Technology: Choosing The Right SEO Solution
Agency or platform? Columnist Thomas Stern explores how brands can discover the right SEO solution that drives results and maximizes resources.
The Evolution Of SEO Trends Over 25 Years
Columnist Thomas Stern invites you to take a trip through the history of search engine optimization as we know it, as well as a brief glimpse into the future.
SEO Strategy During A Website Redesign Or Migration
Launching a new version of your website? If so, check out columnist Thomas Stern's basic guide to preserving your SEO equity in the process.
3 AdWords Reports That Every Search Marketer Needs To Stay Competitive
Looking for additional insights to improve your paid and organic search efforts? Columnist Thomas Stern details some underutilized AdWords reports that can do just that.
Increasing Search Visibility With Google’s Entity Search
Google's move towards entity search is changing how search marketers operate, and columnist Thomas Stern discusses some ways in which we can adjust to this new reality.
A Content Marketer’s Guide To SEO: A Checklist
Content is an integral element of search engine optimization (SEO), so check out columnist Thomas Stern's handy checklist to ensure your content reaches its full potential.