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Search and the Consumer Journey by Manny Nepomuceno, Ogilvy Advertising September 9, 2008

Posted by seonotes in Search Engine Marketing.
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This presentation was an introduction about search engine marketing. This discussed the nature of organic search engine optimization, and pay-per-click marketing. What interested me most about the discussion was on local and personalized search.

Local Search
•    Humanize the approach. Most people use question search terms “Where to buy?..”
•    Challenges immediacy
•    You have to be right where the consumers are

*Long tails on Pareto Analysis -20% of your best sellers affect 80% of your profit. Your long tails are your best sellers.

Really, I’ve always loved long tail keywords – they’re targeted, less competitive, and most of all budget-friendly (in terms of PPC).

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