Digital

• Digital

  SEM From A to Z

  Nowhere in all of marketing is there a more misunderstood word than “optimization” (as in search engine optimization). The term originated from the practice of modifying HTML on Web pages to increase “crawlability.” But it largely was replaced by “search egnine marketing” as search became more of a marketing and advertising function than a responsibility of tech departments.

• Digital

  Patrolling the Clicks

  The measurement and eradication of click fraud—bogus clicks on pay-per-click ads from anything other than honest potential customers—shot to the top of the hot-topic agenda in se4rach engine marketing when Google chief financial officer George Reyes told an analyst conference in December that such fraud was a threat to his company’s business model.

• Digital

  Golf Wholesaler Drives for Green with SEM

  How does a business-to-business enterprise retool to increase its appeal to consumers?

  When Brandon Whildin joined DeKalb, IL-based Diamond Tour Golf as director of marketing about three years ago, the company had almost no Web presence. Diamond had been importing and selling golf club components

• Digital

  This Search Gets Around

  You can search from your desktop PC for nothing more than the cost of Internet access, but if you want to use your mobile phone to search– for a restaurant, a movie theater, a florist or a taxi

• Digital

  Landing Pages 101

  Analysts say that everyone’s contact list decays by about 30% a year, due to the obstacles that separate people. From big events like divorce, death, relocation and job changes down to things as trivial as new cell phone numbers or altered e-mail addresses, life is constantly throwing up roadblocks to keep people from making contact with one another.And you can add faulty Web searches to that list.

• Digital

  The Right Tools for the Job

  If anyone knows remodeling, it’s a construction equipment site. So it’s not surprising that when NorthernTool.com decided to make substantial alterations in their Web presence, they knew enough to reach for the proper tools: automated data feeds and on-site search optimization.

• Digital

  The Wisdom of Socrates’ Words

  If you’ve been lucky enough to avoid lawyers in your life, you may have had many occasions to use what Socrates Media LLC has to sell: do-it-yourself forms and kits for everyday legal transactions from leases to divorces. And thanks to an intensive paid-search marketing campaign, the Chicago company is doing its level best to make sure you can find their product when you need it.

• Digital

  Bringing Street Smarts to Search

  Ellen Siminoff, a member of the execuive team that founded Yahoo!, is bringing Wall Street tactics to paid search.

  The company of which she is now president and CEO, Efficient Frontier, takes its name from the investment concept that underlies the art and science of investment portfolio management—the notion that in any mapping of investment opportunities, there’s a thin line of possibilities that produce maximum return for a pre-set level of risk.

• Digital

  Should I SEM or Should I SEO?

  How do paid search marketing and search engine optimization interlock? When should marketers opt to pay for placement on a search page, and when should they spend their resources on making their existing Web sites more readable to search engine

• Digital

  On the Right Page for Web Indexing

  If you’re a consumer marketer, you’re probably doing all you can to gain incremental holiday sales. Of course, even if the fourth quarter isn’t your