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 company blog is a great way to share your industry expertise with clients, and to create keyword-rich content for search engines. But creating a blog and encouraging multiple authors to contribute can be daunting.

Read how a small consulting firm had nearly everyone in their company contribute to a corporate blog that now accounts for more than 50% of natural search-generated visits. Learn tips on identifying keywords, creating an editorial calendar and setting deadlines. 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: The sales team is calling for not just more leads, but better leads. And while SEO generates the highest rates in both categories, it is paid search that enables marketers to control the timing and placement of search result listings. 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