• e-consultancy, Monday, September 29, 2008 2:30 PM

"Search marketing is not about careful keyword research, great implementation, or search path analysis--it is about tying all of these facets together into one campaign," says Peter Young. "Only by doing this will you see your online marketing campaigns perform to their maximum efficiencies."

Young argues that each facet of a paid or organic search campaign needs to be connected to a central goal. You shouldn't use broad match extensively, for example, just to boost a PPC ad's coverage if the ensuing traffic will be low quality (and thus drive fewer conversions).

He also says that continuity between the messaging in a paid search ad and the functionality of the entire Web site it links to (not just the landing page) is crucial to snagging more conversions. "The role your Web site plays in the conversion process is crucial, and this ultimately shouldn't be forgotten," Young says.

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