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Paul Bruemmer

Paul J. Bruemmer has provided search engine marketing expertise and consulting services to prominent American businesses since 1995. As Director of Search Marketing at Red Door Interactive, he is responsible for strategizing and implementing search engine marketing activities within Red Door's Internet Presence Management (IPM) services.

The Biggest Threat to Your SEM Profits

Some experts report that click fraud accounts for as much as 20 percent of the PPC clicks, while others estimate the fraud rate at 14 percent. Google claims estimates are overblown and asserts that click-fraud auditing firms use methodologies that inflate click fraud rates. Regardless of who's right, publishers have reported a drop in AdSense revenues due to a mistrust of PPC advertising....

Retail Bonanza Starts With Search – Part 2

Last month, we talked at length about how online search triggers offline sales and the mechanics of latent search buying. We brought you up to date on the state of ecommerce and talked about preparing for the holiday season. Then we promised to let you know how paid search compares to organic listings when it comes to conversions....

Retail Bonanza Starts With Search – Part 1

Search marketing has become a line item in the marketing budget, but it hasn’t always been this way. I remember it being a tough sell back in the days when search represented less than 1% of the online advertising budget. Currently, search takes up 34% of the average online marketing budget, while search engine marketing accounts for 41% of all online advertising....

Snap For Relevancy

While it launched over a year ago, Snap is still in its early days. I ran into Snap the other day when a co-worker blogged about its unique features. Being a search engine buff, I checked it out and must say I was pleasantly surprised. As I went deeper, my jaw opened wider. No way -- this is sweet!...

How Much Should You Budget for Search?

There are 175+ million search engine users in the U.S. today who are conducting approximately 5.5 billion searches each month, and 90 percent of them are going to Web sites from the first three search result pages. With combined organic and paid search campaigns, you maximize profits from the increased traffic and conversions, achieving branding with your search listings at the same time....

Segmenting Your Media to Improve Results

Your site visitors place different values on price, volume, technical features, complexity, risk/reward, brand name, options, status quo, social trends and benefits. Therefore, the manner in which a visitor perceives your offer is critical, especially when the introduction to your business is via your Web site....

Putting SEO on Your Dashboard

Search marketing works because people pre-qualify themselves by typing search terms in a search box. What makes search so powerful is that you can get the right message to the right person at the right time as search engines attract people with a high level of interest in their search topic....

In Search of Better Organic Rankings

Search engine technology is complex; therefore, the challenge is to simplify the parts that make up the whole. In my view, there are three primary parts to a search engine: the spider, the index and the search leg....

Search Marketing for C-Level Managers - Part 2

Last week, we talked about how important it is for C-level managers to know every aspect of their business, especially search engine marketing. Today, well weigh the benefits of paid search against the often-overlooked power of SEO....

Search Marketing for C-Level Managers - Part 1

As we all know, search engine marketing (SEM) is a critical and effective marketing strategy that provides an excellent return on investment (ROI). Savvy marketers understand SEMs value by virtue of the improved KPIs (key performance indicators) in their web analytics reports. But what about your C-level execs? Do they know? Do they care? A word of advice: They better....

Search Looms Large

With multimedia search and local mobile now widely available, search is not only ever-present, it is simplifying life for all of us. Search will soon edge out email as the most popular web activity....

The Power of Web Analytics

In today's competitive marketing environment it is vital to continually improve website and marketing campaign performance to maximize your return on investment (ROI)....

Pay-per-Call to Enhance Local Search

Since consumers use the Internet as their primary access point for local information, advertisers can now combine web and phone for incoming leads. Pay-per-call is ideal for the local entrepreneur who relies on the phone for customer conversions....

Is Google Messing With Organic Algos?

The search industry continues to explore ways to use behavioral targeting because the technology can be used to meet user needs while achieving advertiser objectives. Personalization of search will have a big impact on the way ads are placed and displayed....

Cracking the SEO Mystique

Its hard to understand the under-utilization of SEO compared to PPC when organic listings attract more users, and the links are more highly valued as non-commercial. While many marketers are puzzled over SEO complexity, Paul Bruemmer simplifies the SEO Mystique....

Balancing SEM for Success

As a savvy marketer, its wise to focus on both organic and paid listings for repeated exposure and credibility. Balance is the key to your successful SEM campaign....

Search Marketing - Then and Now

Search Marketing was once a cottage industry without certification, licensing or even a professional organization. We've come a long way since, as Search Engine Marketing has expanded its services to include paid inclusion and paid placement....

Want Branding With That?

Search traffic is golden because it doesnt interrupt consumer behavior. Users are actively seeking information and want to be driven to its source....

Competitor Intelligence Helps Protect and Elevate Your Brand

SEO competitor intelligence research can give you a competitive edge in achieving your business goals. It can boost your listings ahead of the competition in the SERPs (search engine results pages), and it also works to protect your brand....

Pay Per Call A Report Card

The Pay Per Call advertising model lets advertisers bid for phone call leads rather than clicks, at the rate of $2.00 and up, depending on category selection. It allows SEM firms and agencies to diversify their existing offerings, capturing revenue from new audiences....

Are Corporate Web Sites Optimized for SEO?

Nearly every business has a Web site these days. But are most of the corporate Web sites being found in the first three pages of major search engines? Not yet, according to recent research....

Search Plays Key Role in B2B Sales -- Part 2 of 2

Its time to explore the return on investment (ROI), as well as the effectiveness and flexibility of search engine marketing, focusing on organic site optimization....

Search Plays Key Role in B2B Sales Part 1 of 2

The fastest way to research and compare products and pricing is on the web. However, it's important to note that B2B transactions differ from consumer transactions when planning your marketing strategy....

New Kid on the Search Block: Pay-Per-Call

Pay-per-call, a performance-driven search marketing strategy, has been emerging over the past year....

The Importance of an SEO Site Review

All search engine spiders must first be able to digest your content before they can post your high-ranking results. Thats why a technical site review is the first step in Search Engine Optimization....

Local Firms Can Expand Market Share With Search Engine Optimization

Local and regional businesses like restaurants, destination casinos, and golf courses can expand market share and strengthen their brand by investing in organic search engine optimization....

All Aboard! Inbound Links for SEO

The link structure of a properly distributed search optimized press release also benefits your website when you issue a release because you are providing relevant information to those searching for news related to your industry....

Yahoo!'s Web Ignites the Robot Industry

Everyone is trying to second-guess what's going on at Yahoo!. Some experts are saying webmasters will stop paying $299 yearly for the Yahoo! Business Express listing because they've seen their rankings tank since Yahoo! started serving Google crawler-based results. Others say it's more important than ever to pay for the Yahoo! listing in order to boost link popularity, an important algorithm ranking factor....

Optimization of Dynamic Sites Requires Precision

Dynamic sites require highly specialized search engine marketing strategies. Learn how dynamic databases are created, why they are hard to index, and what strategies can be used to increase dynamic site visibility....

Sea Change in Search Engine Marketing

Search engine marketing (SEM) strategies have advanced over the years as search engine practices and pricing models have changed. An analysis of the impact of PPC advertising on traditional SEO editorial listings and recommendations for integrated campaigns....

FAST Breaks the Flash Barrier

Fast Search & Transfer (FAST) is the first search technology company to enable indexing of Flash content in AllTheWeb and partner sites. It probably won't be the last....

PPC Versus "Free" Listings: Which is Best?

Many wonder which is more worthwhile - a PPC or a traditional search engine listing. When all is said and done, there are distinct advantages of both of these different type listings. Each has a role to play in a well integrated Search Engine Marketing (SEM) campaign....

Top 10 Strategies for Boosting Link Popularity

Ever since Google started analyzing backward links with PageRank (PR), link popularity has become an important criterion in most search engine algorithms. There are a number of strategies you can use for improving your link popularity, and some will work better than others, depending on the nature of your site....

Do You Need a Search Toolbar?

A number of search engines provide search toolbars that let you search from any Web site without having to make a trip to the search engine. A recent entry is Teoma, a free navigational tool that lets you search Teoma's database from any Web page, providing convenience and useful information at your fingertips....

Optimizing Your PDF Documents

As search engines begin to crawl many different file formats besides HTML, consider optimizing your PDF documents for better search engine visibility. Search engine optimization tips for achieving higher search engine rankings for your alternative-file-format documents....

FTC Wants Clear Ad Disclosure in Search Results

Now that the FTC has spelled out guidelines for the disclosure of search engine paid listings, perhaps there will be a little more standardization, and the public will be better informed....

SEO Best Practices for Web Site Design

Most designers and webmasters know the importance of building a site that will attract search-engine traffic, but not all of them are proficient in search engine optimization (SEO) techniques....

Smart Search Engine Campaigns Begin With Directory Listings

There's been a lot of changes in search engine pricing and policies. It's almost like starting over from scratch in planning your campaigns. One of the best ways to start your search engine marketing (SEM) campaign is to get listed in the major directories first. Because a directory listing will make your site visible to the spider engines that are crawling for free listings....

Finding the Right SEM Contractor

There is much to learn about making an informed decision when it comes to selecting a search engine marketing (SEM) contractor. As in most industries, some are reputable and some can be flaky....

Google Gives You Answers

Google has launched a new fee-based program in beta that provides live answers on any topic. Don't have time for research? Google Answers researchers are waiting in the wings to find the information for you....

Finding Keywords That Drive Traffic to Your Site

How do you generate the keywords and phrases most likely to drive targeted traffic? Here are the dos and don'ts that result in selecting your best keywords....

Debunking Search Engine Marketing Myths

There are many preconceived notions about search engine marketing (SEM), and some are actually misconceptions that become established myths....

5 Simple Steps to Search Engine Friendly Copy

It's both an art and a science; one that takes time and requires attention to detail. However, the rewards are gratifying as you improve your rankings and increase the traffic to your site....

Be Kind to Customers: Give Them a Search Box

As the Internet grows in size and complexity, users need website search tools more than ever....

The Right Way to Improve Link Popularity

So how can you build link popularity the right way? You need to link to information that expands your customers' knowledge in topics related to your business and of interest to them. There's no short-cut for doing this, it takes due diligence....

Do you need META Tags?

There's a running controversy about whether or not to use meta tags. Some experts say ''Forget it,'' but after interviewing six major search engines on ranking criteria, I can tell you that many search engines still use them....

Lookin' Smart and Stayin' Alive

LookSmart strives to maintain a balance between user and advertiser needs, putting user relevancy first, as well as strong monetization for its distribution partners....

Indexing Deep Web Content

As the World Wide Web morphs from a limited database of text documents into a much wider collection of files (including PDF, Excel, Power Point, audio, images and many other formats), it's important to know more about indexing deep Web content....

Google AdWords Select

Users will like the fact that ads won't show up in results -- above or below the fold. They're clearly labeled "sponsored links" and are shown in rectangular boxes to the right of the page -- clearly an ad. These ads are targeted and should get clicks from motivated users....

Wolf Spider on the Hunt - Lycos

Lycos has announced a new search subscription service, Lycos InSite. It's actually two levels of paid inclusion with an interesting twist in Lycos InSite Pro, which is both an inclusion program and a site search solution bundled into one package....

AltaVista: View from Above

How many of you remember the splash AltaVista made in Spring of 1995? As the first searchable, full-text database on the Web, it quickly became a favorite. Can AltaVista regain its luster?...

The FAST and Fresh Machine

Like many search engine companies these days, FAST's business strategy is two-pronged. Its public search engine delivers fresh results fast, and it also serves as a showcase and testing ground for OEM partners....

Google: Search Technology for the Millennium

Everybody likes Google because it's fast and easy to use. It has a vast database. But the clincher is that it really works...

The Nitty-Gritty of Web Site Design

Content and the way it's presented is still a major consideration when designing a Web site. While many designers put artistic and visual issues first because of eye appeal, beyond beauty lies the importance of great title text, clear descriptions, and proper linkage to your inner pages. The nitty-gritty of launching a successful Web site is that you need brilliant design, outstanding content, and a little search engine magic....

The Meta-Search Advantage

Why such a fuss over meta-search? Until recently, traditional search engines indexed only a fraction of the coverage you got on meta-search. That is all changing with Google, AllTheWeb, and others indexing more of the "Deep Web" these days. But you do get more with meta-search because they query multiple databases....

Search Engine Marketing: Part of the Design Process

Should designers consult with a search engine marketing expert during the design phase? You bet! If you don't design for search engines from the beginning, your clients can get stuck with unexpected costs....

Search Engine Formula for Success

Many search engines are struggling for survival these days and all are monetizing the search every way they can. How can they remain profitable in hard times?...

Search Engine Formula for Success

Many search engines are struggling for survival these days and all are monetizing the search every way they can. How can they remain profitable in hard times?...

SEO Enhances Accessibility

There are many design considerations when launching or upgrading a Web site. Two important tasks that should not be overlooked are search engine optimization and site accessibility....

Evaluating SEO Vendors

Many marketers like to outsource search engine marketing (SEM). They say it's worth paying an expert to optimize your site correctly because your traffic will increase faster, and you get a good return on the investment. The dilemma is knowing who to hire....

Search Engine Marketing: Luxury or Necessity?

Among the most highly visited sites on the Web, search engines and directories answer 200 million consumer search engine queries daily. Search engine marketing delivers highly targeted users predisposed to your marketing message to your Web site. Seed the engines with your text links to generate leads and sales....

B2B Marketers Can Profit From Search Engine Optimization

It's time for B2B marketers to become aware of how cost-effective search optimization can be for generating leads and sales....

Five Ways To Improve Search Engine Rankings

Search engine visibility is so important to eBusiness success that building a Web site without optimizing for search engines is a wasted opportunity....

Yahoo! Directory Makes Big Changes

Have you been to Yahoo! lately? It's a whole new directory. There are extensive changes in the way results are ranked and displayed. But the big news is that the Yahoo! algorithm formula has changed dramatically....

Retailers Losing Billions Due to Useless Site Search Functions: Top 7 Tools for Your Web Site

Ever tried to use the search box on an ecommerce site to find a particular product or service? Did you find what you were looking for easily, or was it a real pain? According to Forrester, ecommerce sites either don't offer site search or use software that fails basic tasks....

Google's Dilemma: Relevancy Versus Privacy

Google recently acquired the technology assets of Outride, a developer of online information retrieval technologies. This could help Google make its results more relevant to users by personalizing their search results. This would be welcomed by many, but for others, it raises privacy concerns....

International Search Engines: Europe

If you want to market to international visitors, it's important to optimize your site for non-U.S. search engines and get listed in the top non-U.S. search engines and directories....

Did Search Engines Get a Bum Rap?

The search industry, like all other nascent Web marketing businesses, is in the early development stages of the marketing cycle....

The Art and Science of Search Engine Positioning

This month it's time to discuss the engines and directories that count, and to comment on in-house efforts, submission software and SEO pricing models....

Four Keys to Successful Search Engine Optimization

This month we'll explore how to get your site listed on the engines and directories that count. The four key tasks of a successful SEO campaign are analysis, optimization, submission, and monitoring....

Search Engine Optimization - Should you bother?

The Search Engine Optimization industry started off as a cottage industry with entrepreneurs working from their bedrooms at night. Now it's become a full-fledged, multi-million dollar online marketing services discipline consisting of thousands of small to large companies....



About the Author

Paul J. Bruemmer has provided search engine marketing expertise and consulting services to prominent American businesses since 1995. As Director of Search Marketing at Red Door Interactive, he is responsible for strategizing and implementing search engine marketing activities within Red Door's Internet Presence Management (IPM) services.

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