Search continues to evolve and marketers must adapt to gain the greatest rewards and competitive advantages. Search engine optimization (SEO) and pay per click (PPC) are both key components of the online marketer's tactical arsenal; however, balancing the use of these two essential tactics remains a challenge.
Amanda G. Watlington
You can build a case for search marketing in your business and achieve measurable results. To learn how to shape the business case for search marketing, start with these three tips: Watch for trends. Best practices have continued to evolve along with search technology, so it is important to constantly monitor the industry to avoid using discredited tactics. Master sitemaps. Use the new .xml-based sitemaps protocol to improve your indexing by search engine. Learn to use sitemaps strategically; they are not a magic bullet unless you know how to load the gun. Reach out to robots. When moving a new site from the development