In a survey of 500 small business marketers, search marketing firm HigherVisibility found many aren't even covering the basics when it comes to search marketing.
"Content" these days is everything, so much so that Accenture Interactive has gone so far as to declare "You Are Your Content." That content - and the rise of its importance - is closely tied to the ease of search.
In a world where the tiniest factors can make a huge difference, might URL keywords be worth it?
If you're not thinking about how location-based search marketing can work for you, you're late to the game.
Every now and then, a consumer happens upon a brand by accident and such serendipitous discovery can mean additional business if you plan for it.
Search helps brands get found in a crowded marketplace, while content provides the opportunity to make connections.
The new search advertising on Pinterest isn't as simple as simply pouring unbranded keywords and activities into a new platform and letting it ride (though that's a possibility).
With the explosion of video roll, it's time for marketers to begin thinking about how to use searchable video in their plans. Phil Nottingham, video marketing expert at Wistia, has suggestions.
The Information Age is encountering a crisis of misinformation. And while social media may bear much of the responsibility, search is not blameless.
So much of search marketing revolves around thinking about how to get discovered that it's easy to ignore the other half of the equation: what happens once you are found.