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ksutton's blog

Aligning Search with Business Objectives

Posted Tue, 01/05/2010 - 11:11am by ksutton

All too frequently I encounter a colleague or a prospect that is swinging wildly and blindly at their search marketing campaigns and consequently are not seeing the desired result(s). In most instances this lack of direction stems from a disconnect between the business objectives and the search marketing strategy. Step 1 of effective search marketing is strategically planning the campaign but Step 0 is setting clear and well defined objectives for the campaign as they relate to business objectives.

The Death of Absolutes: A Word on Linking Strategy

Posted Thu, 12/03/2009 - 5:24am by ksutton

I encounter clients and fellow marketers alike on a regular basis who seek to define their link building strategy by a set of rigidly defined absolutes.  These rules don’t bend and they certainly don’t evolve with the ranking algorithm or with the needs of the business. Unfortunately, the static nature of this approach to link building often comes at the expense of some outstanding link partnership opportunities.  I’m going to address 2 of my favorite, most common and most detrimental linking absolutes.  

Absolute 1: Never Pay For Links

PPC Tip: Improve your bottom line by lowering your click through rate.

Posted Wed, 10/21/2009 - 6:07am by ksutton

Improve your bottom line by lowering your click through rate. Wait, what? Anyone that has ever managed a paid search campaign has raised a questioning eyebrow.

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