Are you the Authority of Your Topic Cluster? I have presented this concept several times at search marketing conferences over the past 20 years to understand the consumer’s voice, enabling clients to create significant new opportunities to capture missed opportunities. In this installment of “What is old is now new,” there is a lot of […]
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Selecting the Most Rewarding Clients I originally wrote this post a few years ago on my personal blog, How to Select the Most Rewarding Clients. As I mentioned then, it was a result of trying to increase opportunities and create a better work-life balance. We have been doing a similar exercise over the past few weeks
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Managing your AlwaysOn Keywords Recently, I wrote a post on the increasing number of companies that are adding search marketing risk statements to their quarterly reports to indicate the risk of losing their organic traffic and the increased cost of paid activities to recover the lost traffic. One of the recommendations I made to companies was to
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Calculating the Cost of Not Ranking The Cost of Not Ranking model was created over 25 years ago out of frustration with executives who only wanted to use paid search. Specifically, this to an F100 executive was only advertising-focused and did not want to spend money on SEO. At that time, they were paying around $500k
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PPC and SEO Co-Optimization From our research, only 2 out of 100 companies monitor or measure the interaction between their paid and organic search marketing campaigns. Those teams who analyzed regularly indicated they received between 50% and 100% improvement in their overall search performance. It is essential to understand that this is not a paid
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Does the Cost of Not Ranking get your CFO’s Attention? One of my biggest frustrations is senior management’s apparent lack of interest in Search Marketing, specifically SEO. For many companies, visits from search engines drive the vast majority of the traffic to their sites. While it is easy to say they don’t care or that
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Winner – Landy’s Best Mobile Search Marketing Initiative Back Azimuth (now Bisan Digital) and Absolut Vodka’s Growth Hacking teams have been shortlisted for the Best Mobile Search category for the second year in a row for a Landy Award. This year, we won the Best Mobile Search Marketing category due to an even more robust
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International Keyword Research Prep With many available tools available to marketers, it seems very easy to \”go global\” overnight with the click of a button, targeting hundreds of countries in dozens of languages. While it is possible to carpet-bomb the world with your magically translated website, it is quite another to be successful. It is
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Key Actions to Move the SEO Performance Needle The following is a quick recap of my PubCon Austin presentation detailing some key steps you can take to move the needle immediately. I often use many of these when starting a new project, waiting to get initial support from the development team, and/or finalizing paperwork with
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Ensure Critical Keyword Coverage I did a quick keyword opportunity analysis for a mid-sized B2B company that wanted to find ways to get more out of its search programs. I am still surprised that after numerous presentations and articles, I continue to find this dysfunction. The following is the data breakdown of a similar program.
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