Search Engine Marketing

Three SEO Tips for Videos
April 4, 2007

Day by day, the Web is shifting from a text-dominated culture to one populated by video and audio messaging. The popularity of video sharing sites such as YouTube and iFilm along with the increasing use of video on mainstream media firms’ sites is propelling marketers to become part of this online video revolution. But, as with any content posted on the Web, you first have to let people know it’s there to get significant viewership. To help marketers with this challenge, video search engine firm blinkx has developed a whitepaper and wiki (which is an open-access Web site that allows visitors to edit information presented

Three Ways to Use Blogs as SEO-boosters
March 14, 2007

When it comes to the information that search engines prefer and rank highly, well-run blogs have it in spades, says MoreVisibility, a search engine marketing firm in Boca Raton, Fla. In its whitepaper, “Blogs—Learn How and Why They Fit Into Your Search Engine Marketing & Optimization Campaigns,” the firm explains that blogs with rich and frequently updated content, keyword links, and unique and popular content offer up just the precise blend of relevance and recency that search engines desire for their top search results listings. To help your blog meet the above criteria as well as be easily scannable by both readers and search engine

Media Usage Forecast 2007
March 1, 2007

Welcome to Target Marketing’s first Media Usage Forecast, which we plan to turn into a yearly peek at how you and your peers will be divvying up your marketing media dollars to attract prospects and maximize relationships with current customers. After the first half this decade, when all you heard in conversations during the cocktail hour at conferences and industry functions was how everyone’s direct marketing budget had been slashed, it’s refreshing to see that at least 80 percent of the marketers we surveyed are going into 2007 with coffers equal to or more than last year’s media dollars. Since this story is chock full of

Results Are In on SEM: Synergy Sells
February 21, 2007

Given that we provide integrated online marketing services at our firm, my team and I find ourselves persuading natural optimization clients to run paid search campaigns. And just as passionately we encourage paid search clients to optimize their Web sites. There’s only one reason we spend so much effort convincing clients to balance natural and paid search marketing campaigns—it works. Three critical factors are at the root of this principle: 1) the physical properties of a search page; 2) the nature of how natural search and paid search work together; and 3) the human reactions to both types of search results. Simply put, having both natural (or free

SEM: Measuring Up
February 1, 2007

Welcome 2007—a year sure to bring the continued growth and maturation of digital advertising. New forms of online advertising have emerged from their infancy stages and now offer advanced measurement capabilities. Marketers can track ad spending down to the penny. Pay-per-click (PPC) search engine advertising, one of the more effective online advertising methods, offers real-time tracking for marketers. But all this doesn’t mean potatoes unless you have a clear performance measurement program in place, helping you to measure the long-term value of your PPC program. Defining Measurement Needs When beginning a pay-per-click campaign, the amount of available data, statistics and tracking information

Battle of the Banks
January 1, 2007

In the past year, Bank of America has secured more than a few No. 1 positions. First, in early 2006 it purchased MBNA, making it the largest issuer of credit cards. Next, it acquired U.S. Trust from Schwab, garnering the title of largest private bank in the United States. And then, just a month ago, it scored a victory that CEO Kenneth Lewis has been aiming for since taking the company’s reins in 2001: Bank of America passed rival Citigroup to become the largest U.S. bank based on market value. These developments have prompted financial expert Michael Sivy to predict that the Charlotte, N.C.-based

Orkin’s Rob Crigler on Branding Challenges in SEM
December 20, 2006

According to various Internet analytics firms, Google pulls in anywhere from 40 percent to about 80 percent of Web searches, giving it the muscle to do as it pleases online. Part of that rule-setting process includes allowing any marketer to bid on any search term, regardless of whether the word is a competitor’s company or product name. It’s no wonder then that big brand marketers are concerned about online cannibalization of their trademarks. Robert Crigler, director of interactive marketing at Orkin, the pest control company, discussed the ramifications of this SEM challenge and suggested a couple lines of attack for brand marketers interested in fighting

Measurement—Not Money—Is the Key to PPC
December 6, 2006

Time and money—two things we all would like more of. They also are two key ingredients lacking from most pay-per-click (PPC) SEM programs, according to a recent study conducted by consultancies the e-tailing group and NetElixir. The 1st Annual E-tailer PPC Stress Study found that when asked about the one thing their organization could do to improve PPC management, respondents were vocal about their desire for “more robust management,” citing such needs as “more people and more time to manage campaigns,” “more resources in place to manage in more depth,” “more time … for strategy and development of campaigns,” and the ability to “dedicate

Levenger’s Lynette Montgomery on SEM
December 6, 2006

As search engine marketing has grown over the past several years, savvy online marketers have been able to reap the benefits of getting out in front of the technology, and keeping themselves ahead of the curve. One such company is Delray Beach, Fla.-based Levenger, an upmarket retailer of reading accessories, lighting, leather briefcases and more. Here, Lynette Montgomery, Levenger’s vice president of e-commerce, explains to Target Marketing how the multichannel marketer embraced SEM, and what it sees as its future. Target Marketing: What specific changes have you made to your site to better optimize it for search engines? Lynette Montgomery: There have been many. We created over

Nuts & Bolts: 5-minute Interview with Lynette Montgomery, Vice President of E-commerce, Levenger
December 1, 2006

As search engine marketing has grown over the past several years, savvy online marketers have been able to reap the benefits of getting out in front of the technology, and keeping themselves ahead of the curve. One such company is Delray Beach, Fla.-based Levenger, an upmarket retailer of reading accessories, lighting, leather briefcases and more. Here, Lynette Montgomery, Levenger’s vice president of e-commerce, explains to Target Marketing how the multichannel marketer embraced SEM, and what it sees as its future. Target Marketing: What specific changes have you made to your site to better optimize it for search engines? Lynette Montgomery: There have been many. We created over