Results for December 2004 Control Freaks Share Their Secret When I arrived in my office Monday morning, one of the best holiday gifts I've ever received was waiting for me in my Outlook inbox. The Perils and Pitfalls of Advanced Keyword Buys Although today's pay-per-click (PPC) programs offer tremendous potential to boost your Web site's online visibility, new keyword buying options pose unique challenges for even the savviest online marketer. Google Versus Geico: What Does It Mean for Search Engine Marketers? In mid-December I participated in a panel discussion at the Search Engine Strategies Conference in Chicago to debate the legality of utilizing trademarked keywords in search advertising. Public Relations Meets the Public Search engines may have brought about one of the biggest changes to the public relations industry since the field was born. Of Serendipity and Search Engines I love the word serendipity. It's like an entire poem in one word. Just saying it out loud makes you feel... well... serendipitous. Life Engine Optimization When all you have is a hammer, everything looks like a nail, and when most of your working hours are spent with search engine marketing, all your life revolves around search. The Rule of Three Left to their own devices, without outside intervention or government controls, industries evolve in a fairly consistent pattern. Search Ad Policies: A Public Service When a colleague asked me whether Google and Overture allowed certain kinds of search ads, I thought it would take a minute or two to find the answer, get back to her, and be done with it.