Talk to any search marketer and he’ll tell you keyword research is the foundation of any campaign. And to a point, that’s correct. There is something so much more important than basic keyword analysis, however, than the words people put into a query box on a search engine: intent.
It’s that time of the year for reflection. If nothing else, I can give a huge sigh of relief for the long overdue recognition of the ranking report’s demise. It’s been more than four years since I did an in-depth interview with Jon Glick, then Yahoo’s senior manager, search.
I spent last week in Chicago for at the Search Engine Strategies (SES) conference. I always look forward to the Chicago show. It’s very seasonal, of course. And for me personally, it represents the end of the series so I can take a deep breath and relax, conference free, for a couple of months.
In my previous column, I wrote about winning tactics you can use (mainly post-click) to squeeze the most out of your marketing budget. I received interesting feedback. Most readers seem to think I was talking specifically about paid search. But the tactics apply to both sides, paid and organic.
The state of the economy, not just here in the United States but globally as well, impinges on the marketing budgets of companies small and large. Although search marketing is recognized as providing a higher ROI than other marketing channels, clients today seem to want even more for less.
I’m sitting at my desk in a totally restrained fashion. Every fiber of my being virtually demands that I type the words: SEO (define) is dead. I want to dispose of H1 tags in the same SEO trashcan their meta-tag cousins were consigned to years ago. I want alt-text attributes to be handed back to […]
Since my last column nothing dramatic has happened in my life. This is precisely how I would like life to continue. Just me, chained to my desk, head down, getting on with stuff. That said, being based on the 55th floor of the Empire State Building, I have moved my desk away from the window […]
There I was, sitting on a plane in Portugal reading the newspaper as we took off. Nothing new for me. Thirty minutes later, I’m sitting with a doctor who’s administering oxygen. Very new for me. Forty minutes after that, following an emergency landing in a small town in northern Spain, I’m in the accident and […]
I’m on a flying visit to the U.K. and Europe. I worked out of the U.K. office last week, and now I’m on a short vacation with my long-lost wife in the Algarve before I head back to NYC. Vacations and book reading are pretty synonymous for me. But while most people read the latest […]
As I’m recuperating after a mild heart attack, I need something to take my mind off things. So the new book, “Always Be Testing,” by Bryan Eisenberg and John Quarto-vonTivadar dropped into my mailbox right on time. And as my doctor has advised me to constantly test my blood pressure, the book’s title is very […]