Everything you need to know about search marketing. Browse our most recent search marketing news stories covering the latest trends in SEO – Search Engine Optimization, PPC – paid advertising and search marketing strategies. Refer to our library of How To Guides for marketers leveraging paid and organic search channels reach consumers online.
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Feb 7, 2014 at 9:01am ET by Daniel Cristo
It's official. Google Glass will be openly available for purchase later this year. That means two things:
Expect to see a lot of new Glassers soon, and
it's time to start thinking about how such technology will change the way consumers search.
Below, we’ll take a look at seven areas likely to be affected and how you can prepare:
1. Death To 10 Blue Links
A search on Glass won't return a page with 10 blue links, rather it'll use info cards:
As you can see from the screenshot above, you can only view one info card at a time. To move to the next card, you need to s [...]
Related Topics: Channel: Search Marketing | Google: Glass | Google: Google+ | Search Marketing | Search Marketing Column
Feb 3, 2014 at 11:00am ET by Vanessa Fox
It's year number six of tracking how Super Bowl ads compelled us to search and just how well advertisers take advantage of all that searching.
How did advertisers fare this year? Better than in earlier years, mostly because they are learning to keep it simple. But they're not necessarily doing better in search on purpose.
Last year, advertisers started paying attention to social media in a big way, which they extended this year. But it's clear advertisers don't realize we're multi-taskers. Not only can we watch the game and tweet at the same time, but we can search, too. And while I get [...]
Related Topics: Channel: Search Marketing | Features: The #Hashtag Bowl | Google: Search | Google: SEO | Super Bowl | Top News
Jan 31, 2014 at 4:45pm ET by Ginny Marvin
Despite appearances, Bud Light is not the number one advertiser on Super Bowl related queries on either Google or Bing.
According to new data from search monitoring service BrandVerity, Bud Light, which is advertising all four of its Game Day ads, has been beat out by different advertisers on each of the search engines.
The competition is heating up as well, many more advertisers are turning to PPC in these final days to promote their Super Bowl ads than were earlier in the week.
To see who's joined the ranks and which advertisers currently claim the top spots in PPC, check out Who’ [...]
Related Topics: Channel: Search Marketing | Google: AdWords | Microsoft: Bing | Super Bowl | Top News
Jan 31, 2014 at 8:56am ET by Muhammad Saleem
"Accounting is a department. Marketing isn't. Marketing is something everyone in your company is doing 24/7/365."
Fried, Jason, and David Heinemeier. Hansson. Rework. New York: Crown Business, 2010. 193. Print.
Unadulterated Growth Hacking
In response to my article Growth Hacking is Bull, Sean Ellis provided some background on how he came about the term back in 2010.
Anyone claiming to be a growth hacker today must read Sean's definition of the term because it strips much of the bull away from how the term is abused today. If you understand the message, what he really means by "hire a [...]
Related Topics: Channel: Search Marketing | Search Marketing Column
Jan 28, 2014 at 2:21pm ET by Ginny Marvin
As Super Bowl advertisers rev up the heat on their promotional campaigns ahead of the big game, a handful are turning to paid search on both Google and the Yahoo Bing Network. Thousands of consumers are searching for "super bowl ads" according to Google. The advertisers showing up and paid search show they wisely have a plan in place to compete for this traffic.
And, many of the Super Bowl advertisers running paid search ads are using creative tactics to extend the digital impact of their Super Bowl expenditures. For the rundown of 5 trends we're seeing in the paid search ads for Super Bowl [...]
Related Topics: Channel: Search Marketing | Google: AdWords | Google: YouTube | Microsoft | Microsoft: Bing | Search Marketing | Super Bowl | Top News
Jan 22, 2014 at 2:11pm ET by Danny Sullivan
Yahoo has now joined Google in making all searches people do automatically go through a secure server, to help prevent eavesdropping by outsiders. Unlike Google, however, Yahoo has failed to make an important change to how "referrer" data is passed along, which will result in people thinking Yahoo Search has suddenly dropped in popularity.
Yahoo.com Goes Secure
The switch only seems to be happening on Yahoo.com, not on other Yahoo properties I've checked like Yahoo UK, Yahoo Germany, Yahoo France or Yahoo Japan. Yahoo did confirm to us that the switch happened but didn't clarify on exact [...]
Related Topics: Channel: Search Marketing | Features & Analysis | Legal: PRISM | Legal: Privacy | Top News | Yahoo: Search
Jan 21, 2014 at 9:40am ET by Kevin Ryan
You've read all the guidelines. You've hired experts to determine the morally correct and righteous path. You've watched the endless hours of Matt Cutts videos on YouTube. You pay experts thousands of dollars a month to make sure your search efforts are optimized safely and accurately.
You work within the confines of the assumed moral high ground of the company that doesn't do evil. You've spent countless hours analyzing content for trends in interest to make sure your information matches searcher intent. You have invested heavily in technology to help monitor positions, have spent what see [...]
Related Topics: Channel: Search Marketing | Google | Search Marketing | Search Marketing Column
Jan 10, 2014 at 9:00am ET by Muhammad Saleem
Doing SEO, SEM or social media marketing isn't "growth hacking." It's just marketing. Problem is some marketers & start-ups don't get that.
— Danny Sullivan (@dannysullivan) January 4, 2014
The phrase "growth hacking" upsets me more than I should let it. Why? Because it takes me back to 2007, when I was about to graduate from college and start my career in online marketing -- the same year Jason Calacanis started his highly-publicized crusade against the online marketing industry and, in particular, against professionals specializing in SEO and social media.
The whole thing was no [...]
Related Topics: Channel: Search Marketing | Search Marketing Column | Top News
Jan 9, 2014 at 9:00am ET by Courtney Seiter
The beauty of a brand new year is the fresh start it provides -- the idea that you can shake off all the past mistakes, assumptions and misunderstandings and start with a clean slate.
It's also a great time to get rid of a bad habit, like smoking or swearing. We could stand a little of that out-with-the-old feeling in social media marketing.
With an eye to the past year's news and themes, here are 5 social media trends that (with any luck) will expire in 2014.
1. Making Everything "Viral"
Last year: Perhaps the biggest trend of 2013 was the "viralization" of... well, everything. Publis [...]
Related Topics: Channel: Search Marketing | Social Media Marketing Column
Dec 23, 2013 at 2:12pm ET by Matt McGee
KPMG, the multinational professional services agency that was born in 1870, says it will abandon its .com domain and switch to its own .kpmg top-level domain (TLD). And one of the reasons the company gives is an expectation that the new domain will help the company's search engine optimization.
David Green, KPMG's chief of digital marketing, revealed the company's plans in a recent interview with World Intellectual Property Review (WIPR).
"We won’t immediately drop .com; there will be a phased migration," Green said.
In making the switch, KPMG is set to become one of the first -- pe [...]
Related Topics: Branding | Channel: Search Marketing | Domaining | Top News
Dec 20, 2013 at 8:52am ET by Benny Blum
As of November, Google garners just under 67% of the market for search. One would expect the distribution of budgets within a PPC portfolio would be in line with market share. The reality is quite the contrary: more often than not, AdWords represents closer to 85-90% of the budget and gets 95% of the internal resources, leaving Bing Ads as an afterthought.
I can certainly understand why AdWords deserves the lion’s share of resources; however, 30% is quite the spicy meatball to push under the rug.
Think about where your resources are going -- one of the biggest opportunities in your PPC [...]
Related Topics: Channel: Search Marketing | Search Marketing Column
Dec 10, 2013 at 11:48am ET by Ginny Marvin
In a ranking of the top 50 consumer packaged goods (CPG) advertisers in paid search by ad impressions, Kraft Foods Group overwhelmed the field with more than 20 percent of total CPG ad impressions on Google AdWords with its sites KraftRecipes.com and KraftBrands.com.
With Kraft sites as the bellwether, the list of top 10 CPG advertisers in paid search was dominated by sites offering recipes and meal planning ideas. In all, Kraft Foods Group racked up more than 462 million impressions during the study period between August 2012 and July 2103.
The study also found that within particul [...]
Related Topics: Channel: Search Marketing | Google: AdWords | Statistics | Statistics: Online Advertising | Top News
Dec 6, 2013 at 9:55am ET by Kevin Ryan
With the depth of attention given to Google's broken promises lately, the natural-language-processing, sometimes-sponsored-content-identifying engine clearly has some 'splaining to do.
For those of you who haven't read Danny Sullivan's excellent piece from a few weeks ago, let me elaborate on those broken promises.
Google at one time decried paid inclusion -- but then, in 2012, it turned its once-organic shopping search engine into a pay-to-play ad product. More recently, in 2013, it went back on a promise to never display banner ads on search results pages, delivering giant images on b [...]
Related Topics: Channel: Search Marketing | Display Advertising | Search Marketing | Search Marketing Column
Nov 22, 2013 at 9:00am ET by Benny Blum
A lot has changed in the world of search marketing over the last year. From Enhanced Campaigns to Hummingbird and not provided, search marketers have had to rethink and re-calibrate their strategies significantly. Some changes caused more uproar than others; but, one thing has become increasingly clear: the art and science of both SEO and paid search, respectively, are on a crash course, and a consolidated strategy is required to get the most out of both channels.
At my agency, we've been working on ways to get more creative with our PPC campaigns in order to directly benefit our SEO effort [...]
Related Topics: Analytics | Channel: Search Marketing | Google: AdWords | How To Guides | How To Guides: Search Marketing | Search Marketing | Search Marketing Column
Nov 17, 2013 at 9:00am ET by Danny Sullivan
For two years in a row now, Google has gone back on major promises it made about search. The about-faces are easy fodder for anyone who wants to poke fun at Google for not keeping to its word. However, the bigger picture is that as Google has entered its fifteenth year, it faces new challenges on how to deliver search products that are radically different from when it started.
In the past, Google might have explained such shifts in an attempt to maintain user trust. Now, Google either assumes it has so much user trust that explanations aren't necessary. Or, the lack of accountability might [...]
Related Topics: Channel: Search Marketing | Features & Analysis | Google: Business Issues | Google: Critics | Google: Search | Search Marketing Column | Top News
Nov 4, 2013 at 8:45am ET by Vic Drabicky
All right, so maybe that title is a little arrogant. After all, there are a million holiday list articles this time of year, ranging from "Top 10" lists to "Survival Guides" and everything in between. So, why read this one? Well, this one is different (read: hopefully interesting and helpful).
This article doesn't take the "execute this strategy" approach, and it doesn't take the "I bet you forgot to do x” approach, either. We all know Holiday is an insane time of year, so the last thing anyone needs is an article reminding you of things you should be doing but aren't.
Instead, this is [...]
Related Topics: Channel: Search Marketing | How To Guides | How To Guides: Search Marketing | Search Marketing | Search Marketing Column
Nov 1, 2013 at 8:55am ET by Benjamin Vigneron
With Black Friday and Cyber Monday around the corner, it is high time search marketers got their paid search program ready to scale up efficiently. Here are three tips you might want to consider in order to get the most from the holidays in paid search.
1. Analyze Top Holiday Search Queries & Build Seasonal Campaigns
The first piece of the puzzle for a successful holiday-season strategy is to first focus on the editorial strategy. Here are a couple of thoughts:
In AdWords, you can begin with a search query report from 2012 and identify those top queries around Black Friday/Cyber [...]
Related Topics: Analytics | Channel: Search Marketing | Google: AdWords | Search Marketing Column
Oct 29, 2013 at 11:40am ET by Kevin Ryan
Ever get those emails asking to "pick your brain" for some ideas? The good-hearted person in you says, "I can do that!" But favors like that have consequences and costs that may not have occurred to you or the person asking for them.
For a myriad of reasons, search marketing seems to get more than its fair share of "brain pick" requests. I've gotten a few of these over the years, and of course, the good Samaritan in me wants to help.
For people I'm very close to, I can hit the highlights with a brain pick to provide some clarity to the occasional situation. Heaven knows I've asked for [...]
Related Topics: Channel: Search Marketing | Search Marketing Column
Oct 25, 2013 at 9:10am ET by Justin Gray
[caption id="attachment_53446" align="alignright" width="300"] Image via Shutterstock[/caption]
Any marketer (at least one who hasn't been living in a cave without Wi-Fi) knows the potential of search traffic in regard to driving sales. But exactly how much use can really be made of the potential customers driven to a site through search engines? Sometimes the details are a bit hazy with direct attribution hard to pin down.
Marketers can drastically increase the rate at which they convert those few words in a search box to the holy grail of end results -- a valuable sale -- by correctly [...]
Related Topics: Channel: Search Marketing | Conversion Rate Optimization | Search Marketing Column
Oct 23, 2013 at 1:48pm ET by Ginny Marvin
Google is running what it calls a "small experiment" in the US to show giant banner ads for specific branded search queries.
The screenshot below posted by @SynrgyHQ shows a sponsored ad for Southwest Airlines on the branded search query [southwest airlines].
It doesn't appear easy to replicate this test, but Google has confirmed that it is occurring. The ad takes up a substantial portion of the page, and no other ads appear on the page. Here's a screenshot from today of a search results page for the query [southwest airlines]. Notice the non-brand, standard AdWords text ads from C [...]
Related Topics: Channel: Search Marketing | Google | Google: AdWords | Top News