Category: Chapter 05: Create Your Search Marketing Plan

Local search has become more and more important in recent years, especially as mobile has taken off. Google, Bing, and the major search engines all have their own local search engines, but there are other players in the local search game that you should consider in your marketing plans. Yahoo Local Yahoo Local should be […]

The quickest way to get up to speed in search marketing is to attend a conference. For a crash course, here are several excellent choices: Search Marketing Expo (SMX). Run by the most experienced search conference organizers in the business, Danny Sullivan and Chris Sherman, SMX is the most popular search conference. You’ll find numerous […]

Many large companies use search marketing agencies that handle both paid and organic search campaigns. Some of the best-known agencies are: 360i. Starting as a search agency, 360i is now one of the larger full-service digital marketing agencies, based in New York City. iCrossing. Like 360i, iCrossing began as a search marketing agency, but now […]

If you’re looking for a search marketing agency or consultant to help with your needs, your best bet is to ask other search marketers with similar problems–such as companies your size. If you don’t have anyone whose recommendation you trust, a  great place to find search consultants is the Search Engine Marketing Professional Organization (www.sempo.org). You […]

Shopping search engines, also known as comparison search engines, allow searchers to easily compare products and in some cases compare sites that sell the same products.  As a search marketer, what you care about is that these sites use a Cost Per Click model for buying traffic to your products. Unlike organic and paid search, to include your […]

As we mention in Chapter 10, there are many tools available to manage your paid search campaigns. For most businesses, the best tools are provided by the search engines themselves–each search engine has its own free bid management tool that is available through your paid search account. While it’s great that these tools from the search engines are free, […]