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.
Aug 27, 2013 at 9:15am ET by Vic Drabicky
Number vomit. Ugh. It wastes more of my time than anything else during the work week. (With the recent exception of Candy Crush. I mean, are you kidding me with that game?)
It appears in many different forms: weekly search reporting, dashboards created to make C-level folks feel like they know what is going on, even in those five-year business projections the Board of Directors seemingly has you do every month. It comes in Excel sheets, PowerPoints, and even PDFs if you can believe.
Sometimes, it's called a "search report" and other times, it's a "business update." But, no matter what fo [...]
Related Topics: Analytics | Channel: Search Marketing | Search Marketing | Search Marketing Column
Aug 2, 2013 at 9:30am ET by Kohki Yamaguchi
Last week, Google announced changes in the way Quality Score is reported in AdWords. As stated in Google's official AdWords blog, the update changes the way each keyword’s 1-10 numeric Quality Score is reported.
Quality Score is a metric in paid search that represents the relevancy of an ad with respect to the search query, affecting the rank and cost-per-click (CPC) of ads within the auction. (For more detailed information, there is an excellent article on Search Engine Land giving an overview of the history and mechanics behind Quality Score.)
Google states that the recent change onl [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Google: AdWords | Search Marketing
Aug 1, 2013 at 3:56pm ET by Benny Blum
E-commerce consumer intent and purchase behavior is a difficult story to capture and even more difficult to understand with disparate data sources telling overlapping stories. Businesses leverage technologies including ad servers, analytics, third-party cookie aggregators, internal-tracking platforms and more... trying to understand what leads to sales.
Despite these fancy technologies, more often than not, businesses resort to a hacked-together Excel report merging various data sets to answer the ultimate question: what’s the bottom line?
Take a step back and it becomes clear that the [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Search Marketing
Aug 1, 2013 at 9:30am ET by Jim Yu
[caption id="attachment_167680" align="alignright" width="180"] This is a derivative work from an image used by permission from istockphoto[/caption]
According to the 2013 Internet Trends report released in May of 2013, mobile now accounts for 15% of all global Internet traffic and, with nearly 1.5 billion global smartphone subscribers and over 5 billion mobile phone users, learning about the way that people search, consume and share media across mobile devices is at the forefront of the search marketer's agenda.
Mobile, Search & Local Hit The Marketer's Radar
Mobile phones hav [...]
Related Topics: Channel: Mobile Marketing | Google: Mobile | Google: Search | Mobile Marketing | Mobile Marketing Column | Search Marketing
Jul 30, 2013 at 8:55am ET by Vic Drabicky
Whether you’re a brand or an agency, arguably the best place to be is to not know where to spend your next marketing dollar. It’s the point of scale, and all brands hit it -- from the small start-ups to the massive retailers of the world.
It’s amazingly great because it means you have covered your current customer demand to the best of your ability (e.g., your brand is covered in search, SEO is a well-oiled machine, remarketing, email, etc., are all in good spots), and you need to find new avenues for acquiring new customers and growing your business.
[caption id="attachment_52641" [...]
Related Topics: Analytics | Channel: Search Marketing | Search Marketing | Search Marketing Column
Jul 26, 2013 at 1:34pm ET by Ginny Marvin
Google's mandatory rollout of AdWords Enhanced Campaigns began this week as a trickle rather than the bang many had expected. After warning AdWords advertisers for months that the deadline for transitioning campaigns to enhanced was July 22, 2013, Google announced that day that the migration would, like most product launches, take several weeks. This also meant that Monday was much less dramatic than anticipated.
The verdict is still out on how enhanced campaigns will affect advertiser costs. Many have predicted enhanced campaigns will increase CPCs as more advertisers add mobile targeting [...]
Related Topics: Channel: Search Marketing | Google | Google: Business Issues | Google: Marketing | Search Marketing | Top News
Jul 16, 2013 at 10:00am ET by Will Scott
The concept of "Native Advertising" is getting a lot of attention these days. In some circles, it's been suggested that it may even "save newspapers." I blame BuzzFeed for doing such a great job of letting the cat out of the bag.
As is so often the case, stick around a while and you'll learn that "everything old is new again."
I would like to congratulate BuzzFeed on reintroducing us to the second oldest profession: the corruption of authoritative sources. (Yes, there is a correlation with the oldest profession.) I wonder if the scribes of ancient Egypt had PR operatives whispering i [...]
Related Topics: Channel: Content Marketing | Content Marketing | Content Marketing Column | Search Marketing
Jul 5, 2013 at 9:34am ET by Kohki Yamaguchi
Google’s introduction of Enhanced Campaigns is one of the most significant structural modifications to occur in the history of paid search. With the end of migration scheduled for July 22, marketers are scrambling to figure out “what works” on the new campaign format.
A key point of change in Enhanced Campaigns is the expanded use of bid adjustments -- percentage modifiers to control relative bids between devices, geos, and other targets. Since efficiency varies by target, getting the adjustment factors correct is critical for achieving optimal performance.
Below are tips for marke [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Google: Search | How To Guides | Search Marketing
Jul 2, 2013 at 1:14pm ET by Amy Gesenhues
A new report from marketing software provider Custora found that customer acquisitions gained via email marketing has quadrupled since 2009, with email delivering more customers than Facebook or Twitter.
According to the report, email accounted for only .88 percent of online customers acquired in 2009, but that number grew to 6.84 percent by Q2 2013. Facebook and Twitter's combined customer acquisitions have accounted for less than one percent this year.
Even after an upswing of nearly seven percent during the last four years, email still falls behind organic search, which has accoun [...]
Related Topics: Channel: Email Marketing | E-Commerce | Email Marketing | Facebook: Marketing | Google: Marketing | Google: Search | Internet Marketing Industry: Stats | Marketing Tools: Analytics | Search Marketing | Social Media Marketing | Top News | Twitter: Marketing
Jun 24, 2013 at 9:20am ET by Bryson Meunier
For nearly eight years now, I've been talking to marketers about the value of presenting usable content to mobile users. Throughout that time, there have been naysayers (of course) who were reluctant to recommend creating mobile-friendly content because Google didn't seem to prioritize the experience of accessing content on a mobile device.
I've heard everything, from "desktop and smartphone search results are the same" to "the best mobile SEO strategy is not to have a mobile SEO strategy," and everything in between -- all because, to the average user, it didn't seem like having content tha [...]
Related Topics: Channel: Mobile Marketing | Google: Mobile | Mobile Marketing | Mobile Marketing Column | Search Marketing
Jun 18, 2013 at 7:16pm ET by Amy Gesenhues
Yelp announced a new Call to Action feature today that allows business owners to promote specific transactions directly on their Yelp business listing. In an attempt to increase potential revenue for advertisers, the new Call to Action feature enables a link within an advertiser's business listing that will take consumers to the website where the transaction can be completed.
The sample below shows a 'Reserve Now' Call to Action button, but advertisers can choose whatever transaction they prefer.
According to the announcement, Ticketmaster was one of the first Yelp advertisers to tak [...]
Related Topics: Channel: Local | Mobile Marketing | Search Marketing | Yelp
Jun 18, 2013 at 4:37pm ET by Chris Sherman
Many marketers opt to work with an agency to manage some or all of their digital marketing initiatives. But unless they have established relationships, it's sometimes difficult to know which agencies are reliable and are a good fit with other key stakeholders in the overall process. Our sister site, Digital Marketing Depot can help if you're evaluating an agency, offering a completely updated version of Digital Advertising Agencies 2013: A Buyer’s Guide.
The report draws from primary and secondary research sources, including industry associations and publications, top-level executives at [...]
Related Topics: Channel: Strategy | Display Advertising | Search Marketing | Social Media Marketing
Jun 11, 2013 at 9:48pm ET by Amy Gesenhues
SEO and content marketing company BrightEdge has raised $42.8 million in Series D funding led by venture capital firm Insight Venture Partners, along with investments from Intel Capital, Battery Ventures, Altos Ventures and Illuminate Ventures. Originally an SEO company, BrightEdge says the newly raised funds will go toward building out their content marketing solutions.
BrightEdge's existing S3 platform is a content marketing tool that allows users to evaluate how their content influences traffic, engagement and revenue. With customized dashboards, recommendations and analysis, the platfor [...]
Related Topics: Channel: Industry | Content Marketing | Marketing Tools: General | Search Marketing
Jun 6, 2013 at 9:30am ET by Bill Dinan
With the rise in mobile marketing, measuring the online-offline attribution of a mobile search campaign has only increased in complexity.
Most marketers today are making valiant efforts to track all secondary actions – from phone calls and driving directions to map and reservations look ups – but tracking a call back to the specific mobile search campaign that drove it is not as simple when working with a high volume of campaigns. As a result, dynamic number insertion (DNI) is one of the key online-offline attribution tools mobile marketers should have in their toolkit.
With DNI, pho [...]
Related Topics: Mobile Marketing | Mobile Marketing Column | Search Marketing
Jun 6, 2013 at 9:02am ET by Kohki Yamaguchi
With marketing becoming increasingly programmatic, it is important to leverage every possible metric that can provide insights into customer behavior.
For digital marketers, this usually means analyzing site traffic data; but, advertising data can also be used to great value in behavioral analytics. In this article, I show one example of this type of analysis along with the results.
Distribution Of Click-To-Conversion Time
A metric common in all forms of digital advertising is click-to-conversion time, also known as conversion delay, which is the delay between when the ad was clicked to w [...]
Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Google: Search | Retargeting & Remarketing | Search Marketing
Jun 4, 2013 at 12:00pm ET by Vic Drabicky
[caption id="attachment_46777" align="alignright" width="240"] Kris is to Kim as Marketing is to FinanceImage via Shutterstock[/caption]
Kim Kardashian and Kris Humphries were a disaster from the start – a failed marriage that never had a chance.
He, a naive, budding basketball player who followed his heart more than his mind and fell in love with Kim. She, a for-no-good-reason celeb trying to make a quick buck and keep herself in the spotlight with no emotional investment in Kris.
They went together like oil and water, like fire and ice, like a head of digital marketing and a CFO.
Related Topics: Channel: Strategy | Search Marketing | Search Marketing Column
Jun 4, 2013 at 8:15am ET by Amy Gesenhues
[caption id="attachment_46692" align="alignright" width="196"] Skyword's new president, Rob Murrary[/caption]
Content marketing and production solution provider Skyword has appointed veteran search marketer Rob Murray as their new president. Before joining Skyword, Murray held various leadership roles for digital marketing company iProspect, serving as the company's global president since 2009.
According to a release on Skyword's site, Murray will be charged with expanding Skyword on a global level. "Rob brings extensive digital marketing leadership experience to his new role at Skyword [...]
Related Topics: Channel: Industry | Content Marketing | Search Marketing
May 29, 2013 at 2:16pm ET by Amy Gesenhues
Search engine and social optimization software provider SEOMoz announced today they are undergoing a major rebranding initiative and changing their name to Moz, in addition to launching their newest software solution Moz Analytics. According to Moz CEO Rand Fishkin, the company has evolved beyond an SEO software company, now offering a more broad set of marketing tools.
"While SEO remains a key part of our product," says Fishkin in a release announcing the company's name change, "It's no longer transparent or authentic to say we're purely an SEO software company.”
Not only is SEOmoz no [...]
Related Topics: Analytics | Branding | Channel: Industry | Marketing Tools: Analytics | Search Marketing
May 28, 2013 at 9:00am ET by Bryson Meunier
I know I said I would have mobile SEO case studies this month, but I’m postponing that a month so I can discuss two tools that will soon turn the mobile SEO world on its head: Google Keyword Planner and Bright Edge Mobile SEO.
Google Keyword Planner
I’ve spent a lot of time in this column talking about how mobility changes search behavior and how marketers can do mobile keyword research to take advantage of the differences (when they exist, and they don’t always) between keywords entered on mobile devices and those entered on desktops and laptops. Since early 2009, the Google Keywor [...]
Related Topics: Channel: Mobile Marketing | Google: Mobile | Google: SEO | Mobile Marketing | Mobile Marketing Column | Search Marketing
May 14, 2013 at 9:45am ET by Kevin Ryan
Disclaimer: All characters appearing in this work are fictitious. Any resemblance to real businesses, living or dead, is purely coincidental.
Failure is a key part of success, or at least an important step on the road to becoming successful. When the still-young search industry witnesses a failure of any kind, it seems to revel in exploiting the collapse for personal gain, personal indulgence and the ability to say, "I told you so."
Without getting into names and details that will only initiate more drama and, dare I say, schadenfreude, I've noticed an overabundance of loony behavi [...]
Related Topics: Channel: Industry | Internet Marketing Industry | Search Marketing | Search Marketing Column