A Guide to Long-Tail Keywords – Next Level

Ranking on keywords can be tricky business. Like most of us, you are on a budget, making it imperative to get the most out of every single dollar spent towards SEO. Jo Cameron recently wrote an extremely detailed article about long-tail keywords and the impact they can have for your business: So what the bloomin’ heck are long tail keywords? The ‘long tail of search’ refers to the many weird and wonderful ways the diverse people of the world search for what they’re after in any given niche. People (yes, people! Shiny, happy, everyday, run-of-the-mill, muesli-eating, bogie-picking, credit-card-toting people!) don’t just… Continue Reading

Decision Trees for SEM Segmentation

There is an ongoing debate amongst SEM experts as to how to best segment your PPC accounts, and columnist Aaron Levy illustrates his process with a handy flowchart and an excellent research article: One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this. There are the long-time advocates of Single Keyword Ad Groups (team SKAG), and even the occasional Single… Continue Reading

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