Following on from part one of our recent White Paper -
Optimising the Buying Cycle, we now release part two of the paper
which focuses on tying keywords to desired actions.
For years, SEO specialists have been used to managing just
a handful of keywords, and ordinarily without the combination of
Paid Search data and insight. Recent technological developments
however have evolved to such an extent that marketers can now view
both SEO and PPC data side by side in an integrated view allowing
them to achieve better ROI.
Our new White Paper
considers keyword research, prioritisation and management of
keywords across the disciplines, discussing how they fit into the
various stages of the buying cycle. By using technology to better
understand the buying cycle, its various stages and how to optimise
search marketing campaigns within it - marketing specialists can
better define which keywords elicit which responses from prospects.
In this paper, we give tips to assist both natural and paid search
specialists in fine-tuning the language used within campaigns
across the different channels to ultimately enhance effectiveness
and increase results.