Introducing the Search Pyramid

This article introduces the Search Pyramid, a framework for businesses to use to organize their search engine marketing activities. Introducing the Search Pyramid Summary: ● Organic search is a superior source of traffic and leads ● Keyword research is key to success and a continuous activity ● SEO preferred, but diminishing returns pursuing specialized phrases…

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Key Close Off Website Relaunch Reflections

Key Close Off Website Relaunch Reflections So tonight I “soft launched” (aka told someone) about the long delayed relaunch of this, my professional blog. Unwisely, I decided that this soft launch would be talking to my ACETECH peer group who are all keen digital folks and marketers. Naturally enough, they all immediately reached for their…

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“Content Curation and Social Media”

Here’s some curation content advice from the team at Brainrider. Great advice for those marketers who are trying to figure out how on earth they are going to approach content marketing. B2B Social Media Curation: Tips and Tricks from Brainrider Knowledge Marketing Group I’d specifically like to call out their practical advice on getting started…

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“2014 Social Media Marketing Industry Report”

Do you wonder how your peers are using social media? Wondering if you should focus on Instagram or podcasting, or put more effort into blogging? In our sixth annual social media study, more than 2800 marketers reveal where they focus their social media activities, which social tactics are most effective and how content plays a…

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“The Art and Science of Understanding the Person Behind the Visit”

All credit to Michael King who has put together the best segmentation and user persona outline I have ever come across. Here’s his preamble: Market segmentation is a basic tenet of marketing that has long been ignored by SEOs. And that’s okay, because for a long time working on the keyword-level of abstraction was enough.…

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What to Spend on Google Adwords

Setting your maximum cost to acquire threshold (and using it for budgeting) On a recent business trip to California, I hired a car service to get from the east side of Orange County to LAX. This is about an hour’s drive. As boredom overtook us, the driver and I ended up speaking at length about…

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Common Issues with Mature Paid Search Campaigns

● Expect that the “campaign rules” were broken ● Look for bidding issues and opportunities ● Review and update your ads and landing pages Advertisers often observe diminishing returns in their paid search optimization efforts. The big wins that come in the first few months get harder to replicate as keyword research gets played out…

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Search Pyramid Framework for Managing Search Campaigns

Summary ● Learn from Paid Search; many clicks may indicate a good SEO candidate ● Focus, but don’t be too focussed on your phrases ● Control your paid search bidding The Search Pyramid helps you navigate an essential search engine marketing problem: some phrases have lots of search queries but it is hard to generate…

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