• Steal This Book
    Every year, agencies give away millions of dollars of free information. Go to virtually any agency website and you're likely to see dozens of whitepapers, webinars, blog posts, and interviews chock-full of free information on how to improve online marketing. And most of this isn't high-level, vague garbage but rather detailed tactical techniques that should actually drive real value to anyone who digests them.
  • Use Search To Maximize Recruiting Efforts
    Search engine optimization (SEO) is a specialized practice, but it's essentially relevant for all digital content, including content that's relevant to most businesses -- at least the ones that hire employees. To get all of your career content and open jobs listed in organic search, you have to start by using the same approach as with regular website content, and do three things.
  • SEM In The 'Mad Men' Era
    With the final season of "Mad Men" debuting this week, let's ponder what life for search marketers might look like in a world where Don Draper called (and drank) the shots.
  • Why Did Facebook Purchase TheFind?
    With its mid-March acquisition of the personalized commerce search application TheFind, Facebook showed it's getting serious about connecting people to products as much as to each other. TheFind melded search data to location-based purchase data to better hone product suggestions, so it's telling that Facebook acquired TheFind and immediate shuttered it, absorbing its technology and much of its talent.
  • Better RFPs: A Field Guide For Agencies And In-House Teams
    I have a lot of SEM agency friends who refuse to participate in RFPs (requests for proposals). Their rationale usually boils down to this: if you (e.g., the agency) wasn't involved in writing the RFP, you aren't going to win. Or to put it another way: With most RFPs, the "fix is in" -- there's an agency that has already won, but the marketing team has to go through the RFP process to appease procurement.
  • How Google's Emphasis On Mobile Will Affect You
    When it comes to search algorithm changes, Google has gone from making official announcements to a "this is something we do every day so don't expect to hear from us" attitude. With this in mind, the upcoming mobile-friendly algorithm change is a very big deal.
  • The Real End Goal Of SEO
    Some brands have been obsessed with the notion that rankings are the only SEO metrics that matter. While rankings can contribute to overall success, they are not a reliable measurement or predictor of success. Instead, increases in traffic and revenue, along with other conversion metrics, should be the sole metric by which SEO success is measured.
  • What 'Mobile First' Means For Search Marketers
    I'm not sure exactly when it happened (my guess is 2011, when smartphone shipments surpassed PCs) but the "Year of Mobile" has officially come and gone. We're also past the year of "Mobile Too," in which principles like responsive design dictated our approach to creating experiences that worked for consumers on desktops and mobile devices alike. We're now in an era of "Mobile-First" thinking, when all marketers must adopt this mantra or (their brands will) perish. So what does "Mobile First" mean for search marketers? Here are 10 key areas to focus on:
  • SEMs, Don't Get Left Behind!
    SEM superstars are in great demand these days, and likely will continue to be for several years to come. That said, tying your horse to SEM exclusively is a dangerous proposition these days. The market is moving toward multichannel, multi-device marketing; eventually, SEM-only experts run the risk of becoming obsolete.
  • Is A Google 'Buy Now' Button Inevitable?
    It's been two months since the Wall Street Journal reported that Google has been considering a "Buy Now" button on Google Shopping. The rumored feature would transition Google from a custom search engine to a marketplace, more directly challenging Amazon's "one-click" ordering feature and dramatically changing the customer experience on Google Shopping. The "Buy Now" button sounds great in theory -- but here are four major challenges that may delay or completely derail this new feature.
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