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  1. Adding Negatives: How to Filter Out Bad Paid Search Clicks & Prospects

    If you’ve never built a keyword list before, Google will also suggest lists from existing keywords that you commonly use. Keywords or Lists? Excluded audiences: Groups of people you have cookied with an AdWords tag, such as for retargeting...

  2. Search is Search: Paid and Organic Search Synergies

    Evaluate the pages that you're driving traffic to and write search/description tag copy together. Starting with keyword lists and segmentation, your paid and organic specialists should work together to develop personas and review the keyword buckets.

  3. Using Search to Help you with Search Engine Optimization

    Try these: allintitle:keyword (Sites with the keyword in the title tag.allinanchor:keyword (Sites with the keyword in the anchor text pointing to their site.allinurl:keyword (Sites with the keyword in the Web site's URL address.allintext:keyword...

  4. Is Your Landing Page Relevant?

    Limit paragraphs to a few short sentences, break up copy with lists and sub-headers, and opt for the visual explanation over the textual one (remembering, of course, to use an alt tag for such images.