A national chain of hotels came to us asking for advice on how to improve their PPC program. When we took a look, we almost immediately discovered a serious flaw: they had poured a significant amount of money into their PPC campaign without ever stopping to seriously consider where most of their visitors were coming from. Had they been utilizing Advanced Segments, a tool that was added to Google Analytics within the last several years, they would have found this information extremely easy to obtain and could have targeted their advertising to the areas with the highest chance of success. (more…)

Digital marketing managers often suffer from an onslaught of emails from owners/managers of Web sites that want to “trade links”. Simply, another site is willing to put your website URL and a short description of your services in exchange for you doing the same on your site. Reciprocal linking, as it’s more formally labeled, was a fairly successful method of building link juice to elevate a website’s rankings in natural search results (many years ago). Reciprocal links now have little to no value to Search Engine Optimization efforts and managers have to be more strategic in developing backlinks to their website. (more…)

One year ago, Yahoo and Microsoft announced an alliance where Microsoft/Bing’s search results would be used across both engines. We wanted to take a moment to discuss the impact in the world of search as well as how the changes will affect your SEO and PPC programs.

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