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  1. Search Engine Marketing Checklist for Hotel Marketers

    Unless a hotel booking engine website has a stronger brand value than that of major competitors – where the majority of Web traffic will be direct traffic – the most effective channel for generating optimum traffic is from search engines.

  2. 8 Lessons Learned From Owning a Search Agency for 15 Years

    By far search marketing was the most profitable channel so we changed direction and became a search marketing agency. I’m writing this post to share some of the lessons and mistakes I learned from owning a search agency for more than 15 years.

  3. 3 Must-Know Findings About Cross-Channel Attribution

    The majority of advertisers are either measuring each channel separately (41 percent) or taking limited steps (36 percent) to measure cross-channel effects. This shouldn’t come as too much of a surprise; search elicits high intent signals and shows...

  4. Cross-Device Measurement: Believe the Hype

    If there is a method to prove that an ad seen on smartphone resulted in a later purchase on a desktop Web search, or vice versa, then brands would likely be more willing to spend money and resources on mobile because they would understand the...

  5. Drive Your Clicks In-Store With Local Inventory Ads

    Within the campaign settings of Shopping campaigns there is a new section called "shopping channel. As well as the price, title, and image, these ads will also display a store marker. This new information is pulled from an in-store inventory feed...

  6. SEO Is No One-Trick Pony

    More often, you are engaging in an omni-channel approach to building authority, strategically developing content, technical stuff, and optimizing conversion rates as much as you are title tags. This past week, I was joined by Josh McCoy of Vizion...

  7. 49% of U.K. Consumers Use Organic Search to Find Online Retailers [Study]

    Forty-nine percent of consumers in the U.K.leverage organic search as the main point of entry to e-commerce shopping sites, but only 35 percent of online retailers in the U.K.believe consumers find their website through the organic channel.

  8. 5 Questions to Consider When Thinking About Bidding on Brand Terms

    Determine the value of your traffic by both channel and keyword. In AdWords, you can use Google Analytics to segment your brand keywords by channel. The practice of bidding on your own brand terms is a topic that has two divided camps among search...

  9. The Challenge of Enterprise Link-Building in a Content Marketing World

    In an enterprise company, this requires a great deal of collaboration and coordination among the various teams that manage each digital marketing channel. It's been pretty clear to most SEO professionals for a long time, even before we knew what a...

  10. Optimizing Search and Digital Marketing With Multi-Channel Attribution Modeling [#CZLSF]

    Initially, SAP found that they might be buying more exposure than necessary, there was a lot of channel overlap, and that optimizing the volume would net better results. While attending ClickZ Live San Francisco’s session on "Optimizing Search and...