Where a marketing manager’s time is best spent growing a company’s online presence varies considerably, depending on a number of factors. Regardless, one area that they cannot ignore is search: Google, Bing, and the lesser known search engines. This article explains the importance and development of an efficient reputation management Read more
Here I aim to coin the term “Medium Data” and explain why it can achieve higher ROI than Big Data
My previous post discussed considerations in contracting with an SEM consultant, and concluded that you should (1) ask how the firm trains new and old employees and (2) interview the people who will actually work on your account. Here I address criteria for hiring in-house. My 2003 article “SEM: In-House Read more
The hospital’s website rocks, but who the heck will be holding the scalpel over your anesthetized body? Likewise, a search marketing firm can sport a fantastic website, employ great sales people, be led by a luminary (who used to do the actual work), but success for your website depends entirely Read more
If you decide to do SEO in-house, what tools should you use? Companies create SEO tools for link bait, leads, and cash flow if the tool is for sale. Those incentives have spawned literally thousands of SEO tools and scores of tool suits, both free and paid. How can you Read more