Search Marketing

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Search Marketing

Yellowbook greets future in new campaign

Ellen Keohane May 08, 2008

Yellowbook, a publisher of print and online yellow pages directories, launched a new campaign called "Say Yellow to the Future", which includes a new logo and name change. "What this campaign does is really tries to position Yellowbook as a company that is actively thinking about the future — that's going to be taking care of the needs of users and advertisers in the future in the digital age," said Gordon Henry, CMO for Yellowbook.

Local.com partners with MediaSpan

Ellen Keohane May 05, 2008

Local.com Corp. partnered with MediaSpan, a digital content management and online marketing solutions provider. The partnership will provide Local.com's Local Connect search platform to more than 1,500 of MediaSpan's newspaper, television and radio clients.

Comparison shopping engines: Marketing in the real world

Nicholas Ward, search technology strategist, Range Online Media May 05, 2008

Search marketers who try to buy each and every branded and non-branded term remotely pertinent to their Web site have a distinct advantage over everyone else. But let's take a step back from this fairy-tale world filled with unicorns, elves and race cars that run on compliments. In reality, there are pesky things like budgets and ROI goals, not to mention competitors and the resulting cost per clicks.

Microsoft withdraws proposal to acquire Yahoo

Ellen Keohane May 05, 2008

Microsoft officially withdrew its proposal to acquire Yahoo on May 3. In a letter to Yahoo CEO Jerry Yang, Microsoft CEO Steven A. Ballmer wrote, "By failing to reach an agreement with us, you and your stockholders have left significant value on the table."

Marketing to an anti-Web 2.0 world

Sara Holoubek May 05, 2008

It is hard to visit a Web site today without being asked to register, comment, social bookmark, upload content or forward to a friend. These feature sets are all examples of what O'Reilly infamously dubbed Web 2.0, where the Web is a platform for services that encourage participation and sharing among the masses.

Four channels to bolster your search presence

David Berkowitz, director of emerging media and client strategy, 360i LLC May 05, 2008

Search marketing and social media can reinforce each other's value when planned in conjunction with each other. Here is how retailers can use four social media channels to improve their visibility in search engines.

China's new bragging rights

Sara Holoubek April 28, 2008

Since my childhood in rural Wisconsin, when I once convinced my younger brother to try to dig to China, a lot has changed. China's population is estimated at 1.3 billion, and while the economy's growth is expected to slow by 1% this year, it still sits at an enviable 10.7%. This growth helps swell the middle class, disposable income and, ultimately, Internet usage. Just last week, China's Xinhua News Agency reported that the nation has 221 million Internet users.

Industry click fraud rate down for Q1

Mary Elizabeth Hurn April 28, 2008

Click fraud prevention solutions provider Click Forensics has released industry pay-per-click fraud figures for the first quarter of 2008. The Click Fraud Index, based on reports from the Click Fraud Network, found that click fraud rates have dropped to 16.3% and fraud rates for content networks dropped to 27.8%.

Demand for search marketing pros extends beyond search

Cam Balzer, VP of emerging media, DoubleClick Performics April 28, 2008

Paid search experts manage microtargeted, highly dynamic campaigns and understand the art and science of optimizing performance media. They know how to work the levers and dials of pay-per-click marketing, including keyword selection, ad copy, landing pages, bid and budget management, to generate strong ROI on every media dollar.

Going Web 2.0: actionable advice for marketers

Robert Murray, president, iProspect April 28, 2008

Call it "social networking" or "social search" or "Web 2.0." Whatever you call it, the bottom line is that it's all about the influence of online communities on your brands, products or services. Given the power of this medium, marketers need guidance on moving forward. To succeed in this space, there are certain rules you need to be aware of and follow carefully.