Cost Savings Justification for Integrating Paid and Organic Search

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..

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How do your Expensive PPC Keywords Perform in SEO?

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..

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Realizing Paid and Organic Search Synergies

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..

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Are You Still Treating SEO and PPC Keyword Research as Silos?

Large companies do something that small companies often can’t do—they specialize. But those specialties can sometimes work against them, because they attack problems in such separate ways that they never find the advantages that accrue from working together. SEO and PPC are often handled by different teams in large enterprises, which makes sense in some..

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5 Reasons Search Keyword Data is a Mess

This post should go on my personal site since it is more of a rant than an educational post. Over the past few weeks we have ran number of pilots with the keyword management tool. During this process I have had my believe validated tie and time again since the data we receive is a..

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Managing your High Rank Low Click Keywords

Back in October we announced a variation of this function and how to “Maximize your Top Ranking Keyword Performance” since then we have enhanced this functionality significantly to make it easier to identify opportunities and show the missed opportunity. The key factor of this analysis is these words are already ranking well – in position..

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Search Marketing Data Gathering Challenges

Over the past few months we have been doing a number of pilots with our Keyword Management Suite and the biggest challenge has been to gather data. We have actually spent the better part of the last four builds to enhance the data import, cleaning and filtering functions to deal with the chaos of search..

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