IProspect

10 Truths You Should Know About Search Marketing, Part 2
October 23, 2008

In a session at the Search Marketing Expo East conference held Oct. 6-8 in New York, a five-member panel explored "The Ten Truths Every CMO Must Know About Search Marketing." Last week we recapped the group's first three truths. This week we look into four more and next week, the final three.

10 Truths You Should Know About Search Marketing, Part 1
October 16, 2008

In a session at the Search Marketing Expo East conference held Oct. 6-8 in New York, a five-member panel explored "The Ten Truths Every CMO Must Know About Search Marketing." This week, we recap the group's first three truths; next week, we'll look into four more and the week after that, the final three.

4 Tips for Using Blended Search
April 24, 2008

Blended search is finally getting its close-up. The term refers to search results pages that go beyond text links and offer many kinds of content, such as video, images, audio, news and blogs. Google, Yahoo! and MSN started offering blended search results for some searches in the past year.

Search Engine Marketing: Special Report
October 1, 2007

With key phrases replacing keywords in search engine marketing (SEM) and driving the long-tail economy, marketers continue to look for tools to maximize paid search conversions and create more efficient organic search. In this report, Alan Rimm-Kaufman zeroes in on three big ideas to: maximize brand search, grow your paid search program and intelligently use “the big four” social media networks to drive rankings. As the buzz about social networking settles to a quieter hum, savvy marketers are finding ways to leverage this medium to help optimize SEM. According to the 2007 iProspect Search Marketer Social Networking Survey, 48 percent of marketers place content on

The Basics of Choosing Keywords
July 18, 2007

While there is no one best way to select keywords for a search campaign, the more you know about your goals and resources, the better your chances of getting it right. Many people fail to make the connection between their business goals and their keywords; the two should be aligned. For example, if your goal is to drive sales, you should focus on detailed, multi-keyword phrases, as they will produce qualified searches. However, if your aim is to drive awareness, you’d be better off targeting more generic keywords to generate eyeballs for your company name and Web site. In short, different goals require

Avid Technologies’ Christina Howe on Implementing SEO Recommendations
November 8, 2006

Here’s a jaw-dropping statistic: 64 percent of companies that outsource search engine optimization (SEO) duties don’t bother to follow up on the recommendations of the SEO experts they contract. This according to a study conducted by Jupiter Research and commissioned by iProspect, a search engine marketing firm based in Watertown, Mass. His team wasn’t surprised at the findings, says iProspect President Robert Murray. “Sixty-four percent is a very high number,” he says. “But the pressing question is why so many marketers fail to implement the recommendations of their outside SEO firm. There’s a lack of understanding of the costs involved, a lack of commitment by

Special Report - Search Engine Marketing
April 1, 2006

When companies talk at search conferences about Web site improvements they implemented based on analysis of search users' behavior, they typically throw around increased sales numbers in the millions. These case studies likely represent some of the best results possible, but experts note that solid revenue is at stake for all companies willing to drill down into their online analytics to uncover conversion opportunities. This report takes a look at the impact of online analytics on paid and organic search, but with a stronger focus on paid. The reason? As Lisa Wehr, founder and CEO of search engine marketing (SEM) firm Oneupweb, puts

The Key to B-to-B Search
October 1, 2005

Results for this tactic hinge on matching objectives to the sector's unique business model By Robert J. Murray B-to-B? B-to-C? or B-to-B-to-C? Whatever the industry, one thing is clear: Search marketing has become an important and powerful tool for marketers today. It's a tool that, when wielded effectively, can dramatically improve your organization's business results. But search marketing is not a one-size-fits-allmedium. To produce optimal results, it must be customized to meet a marketer's specific business objectives and function within the organization's unique business model. The goals of a B-to-B marketing initiative, for example, often differ greatly from those of a B-to-C

Cultivate Organic Search
February 1, 2005

Optimizing search terms for conversion may be the key to great ROI By Bryan Eisenberg It's no longer speculation, it's a chilly reality: Search engine pay-per-click (PPC) ad prices are on the rise. The Keyword Price Index, published monthly by search engine marketer Fathom Online, shows an overall 13 percent increase in keyword price for October 2004, up to $1.55 per keyword from September's average of $1.37. Average keyword prices for consumer services (e.g., entertainment and spas) rose from $0.54 to $0.96, an increase of 78 percent. Retailers saw higher prices as well, with a 50 percent increase, from $0.32 to $0.48. Organic