In the first installment of this series, Total Search Marketing, Part 1, I wrote about the eConsultancy research showing that natural search (SEO) was the most frequently used online marketing tactic for lead generation. Yet, most marketers put the bulk of their search marketing budget into paid search. Many of these marketers felt their company wasn’t exploiting search marketing as effectively as it could be.
Because it’s important for in-house search teams to be effective in all search tactics, we emphasized the need for “total search marketing,” covering organic natural search, paid search advertising, paid inclusion, international search, local search, vertical search, social search, mobile search, universal search and search personalization. We discussed the first five tactics in Part 1. Below are some tips for exploiting vertical search, social media optimization, mobile search, universal search, and personalized search. Your in-house team should be proficient in these tactics to extend your online reach, generating more traffic and conversions.
More: continued here
