Pulling Levers Blog
Author Articles
Stop the Roadblock: Corporate Linking Policies
Posted by Jamie Watanabe on July 25, 2008 within Search Engine Marketing. | No Comments
One of the basics of Search Engine Optimization is builidng links to your web site. The more reputable links seen by the search engines can correlate to a higher ranking. Yes, there are things to consider when evaluating a link exchange request; relevancy, the reputation of the other web site, etc. But, when your customers, users, or re-sellers want to simply place a link to your web site from their own web site, and they are not asking for a recipricol link, why are so many major corporations still requiring “permission” to do so?
Making the Call – Attributing phone sales to paid search
Posted by Jamie Watanabe on October 1, 2007 within Search Engine Marketing. | No Comments
One of the more difficult measurements for online marketers is the contribution of online campaigns to phone sales. Often times retailers promote considered purchases, with consumers needing the security of talking to a “live” person before purchasing. In the case of service organizations or B2B companies, the phone is the easiest and often the only/best way to complete a sale. Yet, with the performance-based nature of search marketing, paid search return is often only calculated on transactions that can be directly derived from that transaction occurring on the site (i.e. customer conducts and completes a sale online). What is often ignored is how search plays into driving inbound sales calls. Even though the transaction is ultimately closed offline, it may have started with a click on a search ad. These sales (or at least a portion of) should be attributed paid search.