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Plug-ins: Search Marketing

December 01, 2011

Despite the still-shaky economy, marketers continue to increase their investments in search engine marketing, according to several reports. Two of our Plug-ins experts this month provide their best advice on how to look at navigating the retargeting landscape. Our third expert provides best practices for maximizing search in holiday marketing campaigns in the e-commerce arena.
 

Monitor social media chatter to better inform SEO efforts

Connie Bensen, director of social media and community strategy, Alterian May 01, 2011

Improving website rank to reach your target audience is possible through the application of social media monitoring to your SEO.
 

Boost overall page rankings by harnessing social media

Erez Barak, cofounder and VP of products, Optify May 01, 2011

Google, Bing, Facebook and Twitter are going head-to-head in today's market and driving significant changes to the search and social media space.
 

Social search changes game for marketers

Aaron Goldman, CMO, Kenshoo May 01, 2011

Social media and search are converging because search engines are incorporating social signals.
 

Improve PPC with digital competitive intelligence

Richard Stokes, CEO, AdGooroo May 01, 2011

Perhaps more than any other form of marketing, pay-per-click (PPC) is about direct, head-to-head competition.
 

Leverage search retargeting to serve more relevant ads

Josh Shatkin-Margolis, CEO, Magnetic May 01, 2011

Advertisers pay very close attention to consumer trends by monitoring keyword searches on the Web.
 

SEO and PPC are among the most measurable channels

Rick Batchelor, CEO, Qiigo May 01, 2011

One of the most significant challenges any business faces is measuring the impact of their advertising.
 

Rich opportunities abound in mobile paid search

James Beveridge, senior analyst, Performics May 01, 2011

Mobile's share of paid search impressions continues to rise.
 

How to manage paid search for Bing-Yahoo vs. Google

Dave Ragals, VP of client services, IgnitionOne May 01, 2011

Now, marketers can evaluate how the Bing-Yahoo Search Alliance has changed the way brands manage their paid search programs on the various engines.
 

White-hat SEO will produce better long-term rankings

Craig Macdonald, CMO and SVP of products, Covario May 01, 2011

Google is holding a "white sale." First it announced earlier this year that it made changes to its natural search results algorithm, which it reports will impact "approximately 12% of search queries."
 

Solid search functionality 
begins with your own site

May 01, 2011

While many search marketers pay close attention to both the major and minor tweaks search engines roll out, their own site search is sometimes neglected.
 

Reevaluate your SEO and emerging data strategy

Jeannette Kocsis, SVP of digital marketing, The Agency Inside Harte-Hanks May 01, 2011

Search engine optimization (SEO) veterans know that change happens.
 

Google Place Search makes local SEM critical to results

Jon Schepke, president, SIM Partners May 01, 2011

With Google's Place Search, users executing geo-targeted searches can more easily make comparisons and find the information they're seeking.
 

Organic search gains as complement to PPC

May 01, 2011

Marketers have long favored paid search because of its immediacy and measurability, but that preference has begun to shift to organic search, slowly but necessarily, according to industry experts.
 

Darwinian chase through search
 marketing

April 01, 2011

Marketers' search programs must be laser focused but nimble to keep up with algorithm tweaks and social and mobile while not neglecting the essentials of SEO that can organically propel brands to the top.
 

Fine-tune search data analysis

April 01, 2011

The purpose of search engines' evolving complexities may be to deliver more precise results for users, but a byproduct of that accuracy is more targeted data collection for marketers.
 

Deal in 'black hat' tactics and risk Google's wrath

Brian Goffman, CEO, Optify February 18, 2011

Although it was JCPenney who recently made headlines for its involvement in "black hat" SEO, it is certainly not the only company to use these methods to drive website traffic
 

When SEM goes wrong

Lorne Landsman, VP, Elite SEM February 15, 2011

The New York Times article on search engine marketing this past weekend showed that JCPenney was getting so much traffic even Google knew something was up.
 

Yahoo Q4 search revenue down 18%

Dianna Dilworth January 25, 2011

Yahoo's search revenue dropped 18% year-over-year to $388 million in the fourth quarter of 2010. The company's display revenue grew 16% year-over-year in Q4 to $567 million, the company said January 25. Yahoo's total Q4 revenue dropped 4% compared with the same period of last year to $1.2 billion.
 

Yahoo cuts 600 jobs

Mercedes Cardona December 14, 2010

Yahoo reportedly laid off nearly 5% of its workforce on December 14. The cuts affected 600 employees, most working in the US products unit that Yahoo recently put under the supervision of Blake Irving, chief product officer.
 

Q&A: Roger Barnette, CEO of SearchIgnite

December 13, 2010

Roger Barnette, founded SearchIgnite six years ago to provide large enterprise companies with the software to power and analyze their search marketing campaigns.
 

Best Practices for Effective Keyword Research

Adam Scott Riff, general manager, search, MediaWhiz December 06, 2010

Incorporating the right keyword search tool into your pay-per-click (PPC) campaign can be a time-saving and cost-effective strategy. But a keyword tool is only as effective as the techniques used in the keyword discovery process. Implementing keyword research best practices will continually optimize your PPC campaign with relevant keywords that leverage performance, continuously improve efficiency and increase conversions.
 

Dex One to shut down Business.com

November 11, 2010

Dex One Corporation began shutting down business search engine Business.com on November 10.
 

Google's Place Search throws roadblock at national advertisers, say industry experts

October 28, 2010

Place Search, introduced by Google this week to organize results around geographic locations, may help consumers find new businesses nearby, but it may hurt the search marketing efforts of national marketers, said industry experts.
 

Hyper-flighting: A micro-strategy must for direct marketers

Daina Middleton September 22, 2010

Direct marketers can generate cost savings, sales volume and more by employing micro-strategies in a wide range of performance-based and other online media.
 

Populate online media rooms to drive traffic

Nick Papagiannis September 20, 2010

In this every-click-counts era, marketers are constantly looking for new and cost-effective ways to drive website traffic. The online media room, once a lonely cul-de-sac populated by press releases meant for reporters and investors, has now taken on a completely new role and mission.