Search Marketing is the process of acquiring traffic or customers via search engines such as Google, Bing, Yahoo and others.
Search marketing generally involves two disciplines: SEO (search engine optimization) and SEM (search engine marketing).
The former focuses on acquiring customers via visibility in natural/organic search results, and the latter focuses on acquiring customers by placing paid ads on search result pages.
Marketing Land covers major search marketing news and strategic advice in the area. Our sister-site, Search Engine Land provides in-depth news coverage, analysis and lots of tips and tactics.
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
Dec 5, 2013 at 10:12am ET by Josh Dreller
Paid search and RTB are fairly similar online marketing channels -- each involves bidding on ad inventory in an auction-based model. But, whereas paid search has long been a staple of the Internet Marketing mix, RTB is a relative newcomer, having only gained significant traction in the last few years.
As a result, most RTB buyers are basically "rookies" in their profession. If you have more than three years of experience in RTB, you're about as proficient as they come. In paid search, on the other hand, three yeas of experience would make you a knowledgeable yet junior marketer.
They say [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising: Programmatic Media Buying | Search Marketing
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 | Search Marketing | Search Marketing Column
Nov 21, 2013 at 9:15am ET by Bryson Meunier
Like most white hat SEOs in our industry, I respect and appreciate what Matt Cutts has done for SEO. So much so that, though I've never met the man, I recently donated to help him fight Cancer in the Dana Farber Boston Marathon challenge (you should, too). More than anyone, he has been a tireless referee and champion of those who play fairly in this game of gaining visibility in the search results that we call SEO.
When I first started doing SEO, there were no rules for gaining visibility in a way that was fair to clients, search engines and search engine users -- but Matt changed all that, [...]
Related Topics: Channel: Mobile Marketing | Google: Mobile | Google: SEO | Mobile Marketing | Mobile Marketing Column | Search Marketing
Nov 6, 2013 at 10:30am ET by Dax Hamman
The results have just been released from the 3rd edition of the Retargeting Barometer, the ad industry’s only survey focused on the use of retargeting.
Published by Chango, and this time in partnership with Digiday, the study attracted 300 respondents, including brand marketers from a broad set of industries and from media agencies. The full report can be downloaded here.
The key highlights from the 3rd edition of the Retargeting Barometer are:
Retargeting is becoming more and more standard for sure, yet there are surprising gaps in its use and how it is measured.
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Retargeting & Remarketing | Search Marketing | Statistics | Statistics: Online Advertising
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 | Search Marketing | Search Marketing Column
Oct 25, 2013 at 9:00am ET by Benny Blum
It’s been a few weeks since Google rocked our worlds and stripped keyword-level data from the referrer, so it’s time to examine the fallout and see what’s changed in the world of search marketing. Surprisingly, not much.
Keywords were beacons of insight – fantastic beacons – but keywords were a double-edged sword leading us to create content that unnecessarily repeated specific terms for an ideal keyword density. Writing for a bot rather than for the user is not optimizing for user experience, so Google did something about it. Google head spam-fighter Matt Cutts said it himself: [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Content Marketing | Google: Search | Google: SEO | Search Marketing
Oct 24, 2013 at 3:36pm ET by Amy Gesenhues
The US Search Awards hosted its 2013 awards ceremony last night in Las Vegas in association with PubCon. The event recognized organizations, agencies and personalities in the search industry, presenting 22 different awards from best campaigns to best agency and search personality of the year.
Among the winners, our partner site Search Engine Land took home the Best Blog award. Catalyst Canada (on behalf of HSBC CMB USA) won the Grand Prix award and Elite SEM took home the Best Agency award. President of aimClear, and Search Engine Land contributor Marty Weintraub was named US Search Persona [...]
Related Topics: Channel: Industry | Internet Marketing Industry | Search Marketing
Oct 22, 2013 at 2:33pm ET by Ginny Marvin
There have always been companies for which paid search didn't pan out or was cost prohibitive. But, what happens when companies that have been running successful paid search campaigns suddenly find themselves getting crushed by new competition?
After looking into cases of advertisers getting squeezed out of paid search by large parent companies, I wanted to hear what advice marketers would give to these advertisers. What channels should they turn to to make up for the lost sales or lead volume from paid search?
I first spoke with Jeremy Hull, associate director of paid search at iProspec [...]
Related Topics: Channel: Strategy | Google | Internet Marketing | Search Marketing | Top News
Oct 7, 2013 at 9:15am ET by Vic Drabicky
Like most people, I hate being wrong. Let me correct myself: I hate being wrong. There is nothing worse than that sinking feeling when you realize whatever it was you were defending so vehemently is just flat wrong.
At that point, you only have two options: 1) hold onto your point, stick your head in the sand and admit nothing, or 2) swallow your pride, take your medicine and admit you were wrong. I like to think I am not wrong all that often, and despite what my fiancée might say, when I am, I like to think I am one who swallows my pride and admits it.
With that, I am taking a huge g [...]
Related Topics: Channel: Search Marketing | Google: AdWords | Search Marketing | Search Marketing Column
Oct 1, 2013 at 8:32am ET by Ginny Marvin
In its first step in capturing the complete conversion impact of AdWords campaigns, Google launched a new conversion type today called estimated cross-device conversion.
Cross-device conversion estimates are calculated by using Google account holders who are logged in to multiple devices as a proxy for the greater population. The company says phone calls and in-store activity will soon be included in the new Estimated Total Conversions column that is rolling out to AdWords accounts over the next few weeks.
Because the proxy activities relies on logged-in users, estimated cross-device con [...]
Related Topics: Channel: Search Marketing | Google: AdWords | Search Marketing | Top News
Sep 27, 2013 at 9:15am ET by Benny Blum
Good fishermen know where the fish are… so why is it that good marketers don't always know where the best consumers are?
Despite massive advancements in targeting, tracking and user insights, John Wannamaker's adage -- "Half the money I spend on advertising is wasted; the trouble is I don't know which half" -- may still be true. Even in the hyper-targeted and over-analyzed online marketing space, there are still many unknowns, but there's light at the end of the tunnel -- and it's bright!
The best advertising is relevant, in the moment, and served to an individual who has interest in a [...]
Related Topics: Analytics | Channel: Search Marketing | Google: AdWords | Search Marketing | Search Marketing Column
Sep 27, 2013 at 8:00am ET by Amy Gesenhues
Google quietly confirmed earlier this week that it would be encrypting all search data, regardless of whether a user was signed in or not. The company offered the following statement to clarify their sudden decision to withhold the data:
We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We're now working to bring this extra protection to more users who are not signed in.
Marketing Land's Danny Sullivan wrote about Google's move to encrypt all non-paid searches, explaining, "The change makes it very likely that in th [...]
Related Topics: Analytics | Channel: Search Marketing | Google: Analytics | Google: Privacy | Google: SEO | Search Marketing | Top News
Sep 26, 2013 at 8:58am ET by Kohki Yamaguchi
I recently read an excellent article in the Harvard Business Review about how data-driven individuals think and act. Some of the key traits described in the article apply not only to researchers, but to anyone involved in analysis and decision making.
According to the author, data-driven individuals:
Make decisions at the lowest possible level
Bring as much diverse data to any situation as they possibly can
How do these traits translate for the digital marketer, and how we should think about performance management of campaigns?
The Data-Driven Marketer
The traits, when applied to [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Search Marketing
Sep 24, 2013 at 9:00am ET by Kerin Foster
While guest posting may seem like a simple concept in theory (All I have to do is write a little something and get someone to post it -- easy!), it really isn't in practice. There are more steps to it than you might think. And even if what you’re writing is awesome, readable and informative, that doesn't mean that Google is going to deem it so.
Getting your guest post out to the right place is an essential piece of the guest posting puzzle because you want to be certain that you're feeling out the appropriate opportunities. Just trying to shove your guest post in anyone's face who is wil [...]
Related Topics: Channel: Content Marketing | Content Marketing | Content Marketing Column | Search Marketing
Sep 23, 2013 at 12:56pm ET by Danny Sullivan
Ever since Google began encrypting searches for signed-in users two years ago, publishers have wondered if when we'd get to a "100% Not Provided" world, where all search terms are withheld by Google. It looks like that day may soon arrive, thanks to a new change at Google.
Google has confirmed that it has begun work to encrypted all searches, even for those who aren't logged into Google. Our story on our sister-site Search Engine Land has more about this:
Post-PRISM, Google Confirms Quietly Moving To Make All Searches Secure, Except For Ad Clicks
The change makes it very likely that [...]
Related Topics: Analytics | Channel: Search Marketing | Google: SEO | Search Marketing
Sep 20, 2013 at 9:00am ET by Carrie Hill
Paid Advertising Platforms are growing exponentially on what seems like a weekly basis. What once was Keywords + Ad + Bid = Money has now become a full-time job. Bid adjustments, rules, remarketing, extensions, day-parting, local or geographic targeting, modified broad match, and more -- the vocabulary alone is a struggle for small business owners who do their own marketing.
As I review and overhaul paid advertising campaigns for new clients, I've noticed that there are numerous misunderstandings surrounding local paid search advertising in Google and Bing.
Targeting with location exte [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Google: AdWords | Google: Analytics | Search Marketing
Sep 6, 2013 at 1:25pm ET by Ginny Marvin
Yesterday, Google announced a new offline conversion tracking feature that will likely change the way lead generation campaigns are tracked, measured and optimized.
Companies that run lead generation campaigns on Google AdWords have long been challenged by the fact that optimization signals stopped at the lead capture. Up to now, it was impossible to optimize campaigns based on the actual quality and close-rate of those leads.
Google's new feature allows companies to integrate Google AdWords with any number of CRM and marketing automation platforms, including Salesforce, SugarCRM and Mar [...]
Related Topics: Channel: Search Marketing | Google | Google: AdWords | Search Marketing
Aug 29, 2013 at 11:30am ET by Kohki Yamaguchi
Google's Product Listing Ads (PLAs) have rapidly gained market share since being introduced last year, and PLAs are now well established as an integral part of retail marketers' pay-per-click (PPC) strategies.
This rapid growth has been fueled in part by the improved performance of PLAs over traditional text ads. However, the increased spend has also resulted in competitive inflation, where CPCs for PLAs now match or exceed that of text ads.
Despite their growing importance as a marketing channel, PLAs remain frustratingly opaque when compared to traditional, paid-search text ads. Part o [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Google: AdWords | Google: Shopping | Marketing Tools: Analytics | Search Marketing
Aug 27, 2013 at 2:13pm ET by Amy Gesenhues
After thoroughly researching the strength of its brand, home improvement company HomeAdvisor.com rebranded itself last year after 13 years as ServiceMagic.
Narrowing the brand's focus on home improvement, repair and maintenance, the rebranding effort was a massive undertaking that included a broad set of corporate measures along with the decision to switch the company's URL to its new name.
"We had 13 years of SEO equity in the ServiceMagic domain and ranked highly for organic search," said HomeAdvisor CEO Chris Terrill.
But Terrill and his CTO Brandon Ridenour understood that the str [...]
Related Topics: Branding | Channel: Search Marketing | E-Commerce | Google: SEO | Interviews | Search Marketing