TABLE OF CONTENTS The objective of this chapter is to demonstrate some of the major techniques used by search marketers to achieve their strategic objectives using the tools highlighted in Chapter 2.
There are many how-to books within the search engine industry that will, in some instances, be able to take some of these techniques further; however, listed here will be some of the mainstay techniques that will stand the test of time.
A search campaign is nothing without keywords; the challenge is how to find the most appropriate keywords and then once selected how to ensure that they are working to achieve success. Chapter 4 looks in detail at the research approach needed to create a solid search strategy and will elaborate on many of the concepts mentioned here. Keyword research is most particular to PFP and Organic search techniques.
The fundamental aspect of keyword research is to find terms that are relevant to the objective(s) that are being met. It doesn't make much sense to select specific keywords relating to a particular point of origin that drive very targeted traffic for a branding objective. Similarly it doesn't make sense to select only singular word keywords if the objective is to drive targeted traffic or targeted conversions.
The strongest approach to take with search marketing is to develop a portfolio approach to a keyword list. Within this portfolio keywords can be selected to achieve different objectives; some will perform multiple objectives while others will be specific to...
