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How to Align Search Intent with Visitor Experience
70% of users start with search engines for information, but only 1 in 4 of those searches are successful - with some even taking up to 13 minutes to complete. This is a huge opportunity for marketers. Search engines are a tool driven by intent. Searches happen when a … Continue » -
Local Search - How To Get The Most From Your Local Listing
Today, there are over 10 billion unique searches done each month online in the United States alone. Of those searches, 40% have local intent 5% use city or state name 0.5% use zip codes Marketers should evaluate the opportunity of local search and determine how it fits into their … Continue » -
Advanced Paid Search For The Sophisticated Marketer #SESSJ
This Search Engine Strategies session was geared toward Paid Search Marketers who were on the more sophisticated side of the scale. 3 different types of searches lead to 3 different searchers Navigational Informational Transactional 25.03% of conversions need 2+ clicks – thus it is important to measure all clicks that … Continue » -
Multivariate Testing for Greater Lift and Conversion #SESSJ
This Search Engine Strategies session was geared toward those who are passionate about testing and improving their website’s effectiveness. If your tests doesn’t yield any winner or losers, which happens, then test something else. When Google worked on the Website Optimizer sign up … Continue » -
Four Paths to Success in a Tough Travel Economy #SESSJ
This Search Engine Strategies session painfully addressed the issues facing the travel industry and how online marketing has helped smart marketers overcome. World Travel Holdings case study was presented highlighting 3 best practices applied in the changing economy specifically toward paid search. Those best practices included: … Continue » -
Credit Crunch: The Death of Last Click Attribution and its Impact on Paid Search Advertising #SESSJ
Is paid search overrated simply because it typically receives the last click and credit for most conversions in a B2B environment? For more advanced search marketers, the issue is no longer how to optimize paid search programs, but rather how to make search an … Continue » -
The BuyerSphere Project: Understanding B2B Buyer Patterns #SESSJ
A major B2B research initiative, conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase, showed that most marketers aren't effectively leveraging online assets to their best potential. Among other things, the notion of a strictly followed, traditional buying funnel is … Continue » -
Attribution Marketing - Determining Which Click Gets Credit #SESSJ
This Search Engine Strategies session focused on attribution marketing and was the most debated topic of the day. Determining how much credit to give to which click and how much to weigh each click varied from an approach, mechanics and analytics perspective. So, what campaign … Continue »
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