Search marketing

SUMMARY: Although the last click before a conversion is the metric most search marketers use for attribution, it’s often just as important to understand the preliminary keywords that assist that final click.

Read how a marketer uncovered the non-branded and long-tail keywords that assisted their search conversions. By attributing revenue to these preliminary searches, they’ve optimized their keyword bidding strategy and reduced cost-per-acquisition 25.6% while increasing sales. read the complete case study

SUMMARY: A content management system is the foundation for your website's content. If the foundation isn't strong, it won't support some of your key marketing goals, such as SEO.

Find out how to ensure your CMS update will incorporate SEO best practices and support your team's strategy. Includes tips on working with the IT team, and getting to the truth behind vendors' claims. read the complete article

SUMMARY: For the past year, pay per call search ads have been hyped like crazy in the press and at conferences on search. But is anyone actually having success in pay per call? Check out MarketingSherpa's interview with a real-life marketer in the pay-per-call trenches. read the complete interview

SUMMARY: Recent search engine innovations have changed the SEO landscape as we know it. What impact will personalized, real time, mobile and video search have on an organization’s SEO campaigns in the next 1–5 years?

In this week’s chart, you'll learn which innovations are expected to have the greatest impact. read the complete article

By Anne Holland, Content Director

Search pay per click (PPC) URLs are fairly short because of the nature of the beast. You are not given much room to type in a long URL.

So, the hot search PPC testing tactic is specific wording and capitalizations. Example: Should your text ad say www.ClickHere.com, or will you get better response with www.ClickHERE.com, or perhaps www.ClickHereFREE.com?

As all experienced search marketers know, organic search results get the lion's share of... read the complete blog post