Search marketing

SUMMARY: For certain products, consumers would rather use a search engine to learn more about them and then go to see the products in person. Local search is a way for e-retailers to bridge this gap.

Find out how a multichannel jeweler connected online searches to in-store sales with an integrated, localized search engine optimization program. Includes creative samples of alert emails and SMS messages that let searchers reserve products before coming in to look. read the complete case study

SUMMARY: If your site’s images are not optimized, numerous opportunities to attract visitors are wasted. To be a source of targeted traffic, images first have to be seen by search engines. And, if your images are not designed correctly, you are missing prospects who would arrive from: searches that include image results, image-specific search engines, and third-party image-hosting sites.

Find out the key factors to getting the most out of your site’s images, and ultimately, enticing as many visitors as possible to your site. Includes proof of optimization impact; advice on what prospects want to see. 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 success of a marketing program is too often judged by the quantity, rather than the quality, of leads produced. But when it comes to converting leads to revenue, the sales force will tell you that more isn’t necessarily better – better is better. 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