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Author Archive for laura

Want to Know What Converts Your Users? ……10 Tips

 
Depending on what you sell, there are numerous affecting variables. But there are a few tips that work for any ecommerce business.
 
1. Retention is easier and cheaper than acquisition, so spend equitably on the two where possible if your retention market warrants the spend. Don’t ignore either regardless of how established or un-established you are [...]

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Eye-Tracking & Conversion – A Match Made in Heaven?

Online eye-tracking studies have been used for years as an indicator of user interest in certain areas on a page measured by the point-of-gaze. At its most basic eye-tracking studies are interested in which elements on a page are responsible for garnering the most attention as measured by ‘looks’, ‘gazes’ or ‘views’.
As a stand-alone practice [...]

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SMART Search Marketing

Keyword research, search query intent, information scent, backlinks, title tags, buzz, conversion optimization, web analytics, information architecture, experience design… Head spinning yet?
 
As search marketers we’re deluged with daily requests from clients or stakeholders on any number of these areas of focus and more. And it doesn’t stop there…
 
Red tape, unclear expectations, lack of management support, [...]

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PPC Presence – 28 Hard Learned Tips

12 tips for Brands, 12 tips for Non-brands, and 4 bonus tips for Both
This isn’t a post for PPC newbies. I’m not going to include an entry list of what you should do to get started in PPC, I’m just going to dive straight into a few things that I’ve learned over the years… Please [...]

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The Ultimate Conversion Tip Collection

 I’ve been thinking a lot about landing page conversion lately, and read quite a bit about it. When I was a super affiliate (years gone by) maximizing conversions was always top of mind, and it sort of slipped from that vaulted position as I became more and more focused on specializing in SEM. It shouldn’t [...]

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In-house PPC – No or Go!

I recently stepped back into the fray that is in-house PPC management, and I’m loving it!
There is more freedom (and lack of cost) associated with effective in-house management, but it always surprises me as to how this type of move is met by the engine reps and other folks still using agencies.
 

 
In-house you’re after the [...]

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Major Social Marketing Mistake

This blog doesn’t allow me the space I need to include the audio file of this transcript, but you can find it here. This post won’t make sense if you don’t read/listen to it. This is NOT a search marketing post, more one about how the viral internet can spread, with my comments here on [...]

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2 Easy Steps to Hire the RIGHT Search Manager


It’s actually pretty easy…

1. Decide if hiring in-house for SEO + PPC or SEM combined is more feasible in terms of your spend than outsourcing.
I realize it depends on size and revenues… but as soon as you get to a point where you can hire inhouse, you chould. Using an agency initially may give you [...]

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3 Top Organic Search Questions…Answered: #1.Selection #2.Placement #3.Optimized Use

This is a really big topic, but as I’ve been asked to explain these 3 facets of organic search marketing numerous times, I thought a quick high-level overview might be of use.
 
1. Which Search Terms to Target
This is somewhat subjective & somewhat objective. It really depends on 4 primary interrelated variables:
i.   the level of competition [...]

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5 Top Reasons to Evaluate Your Social Strategy


It’s hurricane season in the world of online marketing – in terms of stats that is. They’re everywhere, flying fast and furious and changing the landscape:

Strategies that withstand the deluge of stats are worth continued consideration

Strategies that do not weather the stat-storms may simply have been built on a poor foundation, or may just simply [...]

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