Barriers On A Website
Although a listing position or pay-per-click ad copy are crucial parts of any search engine marketing campaign, equally important is the website your visitors land on. At times, what seems like a logical design from the owner’s perspective creates unnecessary…
Mapping The BuyerSphere
With so many factors influencing a buyer’s decisions online, it has often been assumed that buyers are rational actors who would weigh all the pros and cons before making a purchase. What many recent studies have shown, however, is that…
Integrated Persuasion: Online And Offline
As many have noted, the Internet has become a natural extension of our daily life. As such, the distinction between online and offline is becoming less and less pronounced. We seamlessly move from a face-to-face conversation with a co-worker to…
Maximizing Online: Leveraging Your Online Touch Points
Any marketing strategy, whether it is B2C or B2B, boils down to the need to build trust and persuade a potential customer to make a purchase. The world of online marketing is no different. However, since search engines like Google…
9 Tips for Organizing Your PPC Campaigns
Although often presented as a clear and straightforward marketing environment, pay-per-click advertising is still a complex process. One of the more obvious difficulties one is faced with when managing a large PPC campaign is the need for clear organizational structure.…
Key Performance Indicators (KPIs) for Search Engine Marketing
Online marketing campaigns offer unmatched opportunities for tracking, measurement, and nearly instantaneous tweaking. However, in order to take full advantage of these powerful features, you need to understand what to measure and to track. To put it in marketing jargon,…
Unlocking the B2B Web Analytics “Black Box”
The need to understand what triggers a particular sale is at the top of the list for any B2B company, large or small. Most web analytics solutions on the market today can only track the “last click,” meaning the last…
B2B Search Marketing Strategy Guide: Advice From the Pros
Search engine marketing has proven itself time and again as a reliable and profitable marketing channel. In terms of ROI and the control it offers to business of all sizes, search engine marketing stand in a category of its own.…
Improving Lead Quality in B2B Search Marketing
Long before the Internet, leads were a primary source of customers for business-to-business firms. The emergence of search engine marketing as a powerful marketing channel has brought new possibilities to the old lead generation game, but also new challenges. Online…
Integrating Marketing and PR for SEO Success
It is unfortunate that so many businesses choose to keep their public relations and search engine marketing departments completely separate, especially since the growing influence and presence of search engines such as Google and Yahoo! translates into consumers turning to…
