Matt Kain

Heather Fletcher is senior content editor with Target Marketing.

Keywords are an essential component of pay-per-click (PPC) marketing and search engine optimization (SEO). In both, keywords play a vital role in the search engines'—and your customers'—ability to find you online.

The ever-shifting landscape of search marketing can create unexpected obstacles if marketers don't stay on top of the latest industry developments and consider how these changes can affect their campaigns. The search engines already have announced a number of big changes for 2010. Here are the ones that are sure to affect your campaigns and what you can do now to stay ahead of the competition.

Indebted consumers searching Google for "financial freedom" and a chance to reduce their bills were 101 percent more likely to convert to 800-number callers of San Diego-based debt settlement firm Fidelity Debt Solutions after the company optimized its paid search landing page.

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