Budgets are moving online and moving to search marketing faster than any other channel. Today’s MBA’s need to understand what paid and organic search are and how they fit into the marketing mix. This presentation discussed the channels conceptually and gives practical tips to use them.
View more presentations from Alex Cohen.
Here are the resources and links from my presentation
- ClickEquations – http://www.clickequations.com
- My Twitter account – http://www.twitter.com/digitalalex
- LinkedIn – http://www.linkedin.com/in/alexcohen
- Cornell University eyetracking study
- Eyetools eyetracking study
- An eye-tracking study of information usage in Web search: Variations in target position and contextual snippet length – Edward Cutrell, Zhiwei Guan
- Advanced Paid Search Advice
- Google Analytics (free web analytics software)
- Google Website Optimizer (free website testing software)
- Wordpress (the best free blogging software)
- Yahoo Web Analytics Forum – Free advice from experts at web measurement (user group)
- 4Q from iPerceptions – Free, basic website survey tool
- Quantcast (free site analysis for competition and ad buys)
- Compete (free basic competitive intelligence tool; a lot is hidden behind the subscription price)
- Google Insights for Search (free tool to analyze trends in what people search for)
- Google Trends (see what’s hot in searches and analyze trends)
- Crazy Egg (visualize where people click on your site)
- ClickTale (video record visits to your website)
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Hey Alex,
Love this slide deck. Slides 24/25 make it so simple to explain when to use which search marketing strategy. Great use of visuals throughout.
- Manoj
Thanks for the kind words, Manoj! I did this presentation for Wakeforest University.
Not surprisingly, all of the questions were about organic search.
-Alex