Keywords are the lifeblood of any search program. The more we process data in our application the more I believe companies should spend far more time than they do analyzing them. I have talked about the chaos of the data, the different numbers between paid and organic and the need for better segmentation and opportunity..
One interesting challenge we encounter once we load a company’s data into the Keyword Management Suite is the fights over keywords that begin as the different business units learn others are using their words or ranking for their terms. In many cases they have been competing for the same keywords for a long time but..
The following is a proposal that I just found on my old laptop that I presented on October 28th 2003 advocating the creation of an internal roll of “Paid Search Manager” and further integrating paid and organic search activities at a large multinational. Edited to remove the name of the company and business units. What..
One of the biggest issues I keep encountering as I demo our Keyword Management Tool is the aversion by many PPC managers to Co-Optimization. Yesterday I posted this new post on “Realizing Paid and Organic Search Strategies” and suggested that there are specific cost reductions that can be had when you can transfer expensive PPC..
For a number of years I have been evangelizing the benefits of integrating your paid and organic activities. It does not matter if it is via a single agency or multiple agencies as long as you do have a unified strategy. The following are 8 key reasons why you should have paid and organic in..
If you’ve been around long enough, you’ve seen the research reports. And it’s become almost a part of the lore of search marketing. When searchers see the same site at the top of both the paid and organic results, they click a lot more than you’d expect. More than they click on those two results..
Big companies tend to do things in big ways and one of the biggest ways you can do search marketing is to have separate landing pages for paid and organic search. On the surface it makes sense. Paid and organic landing pages are designed to do different things. But what if we look below the..