Mary Beth West has been on the retailer’s board for 10 years.
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One more trend distinguishing search marketing now is a closer relationship between paid and natural search. Early efforts by some service providers to beat search engine algorithms at the expense of meaningful results have given way to a deeper understanding among providers of natural optimization services, and among marketers, of how the two approaches complement each other.
Knowing the context
Search engine marketing companies that supply both paid search campaign management and natural search optimization services are using the intelligence learned in one to inform the other. “We are able to glean the learning we get from our SEO efforts and put them into paid search, for instance, by adding title tags and supplementing content. We see how the spiders react to those changes, then take that information and use it to buy additional keywords on the paid search side,” says Frankel. Similarly, marketers can take the information they get from paid search programs, see which keywords are driving traffic and transactions, and present those keywords and associated content on a web page in such a way that it will be picked up by natural search engine crawlers.
Perhaps one of the biggest changes in search marketing is the realization since its earliest days that search is interdependent with other marketing efforts. “Search is not a siloed medium,” he says. “It sits in the context of all other marketing channels and strategies. We need to understand that, embrace it, and do a very good job of pulling all those channels together.”