Determining Target Cost Per Lead

How much is a lead worth? This is a question I get almost every day. The other question I get is, “How much is a lead going to cost me.” But I think that’s really irrelevant until you know what the lead is worth. It’s actually very easy to figure out. I’ll just run through the math really quick. You take a business and you say, “What is your average customer value?” Let’s give an example of business‑to‑business sale. Let’s …

How To Go About Doing Keyword Research

by Alicia Kan Everyone always asks a digital agency about their keyword research process. The truth is that there are as many techniques as there are ways to take your coffee: Literally hundreds, and no way is right or wrong. At Globe Runner, we’ve got a keyword research framework that everyone has customized with their favorite tools and resources. Use it to build your own process for your own purposes, and keep it flexible enough to accommodate any new keyword research developments that come along. Why conduct keyword research …

VIDEO: The Difference Between SEO and PPC

Hi, Eric McGehearty from Globe Runner here, and today I want to talk about the difference between SEO and PPC. I think most of us know that search engine optimization is a process of getting a website to rank better in search results on Google, Bing, Yahoo, or whatever search engine you choose in the organic section. Pay per click is a form of advertising, generally in search, that is the process of buying ads at the top of a …

VIDEO: Paid Search Secrets

Hi this is Eric with Globe Runner. Today I want to talk about paid search or pay per click. I want to talk a little but about what we do and how we do it. I’m going to give away some secret sauce – better listen close. I don’t know if my paid search team would be thrilled with me sharing this: how do we build a highly effective search campaign?

5 Takeaways: Google’s Performance Summit Keynote

by Alicia Kan If you watched yesterday’s Google Performance Summit keynote,  quite a bit of the information shared impacts marketers of every stripe — most notably local businesses and retail. Following are five of what we felt were the showstoppers, and potential implications for you. (Want to watch the entire keynote instead? You can on YouTube.) 1. Farewell desktop; mobile, make yourself at home Perhaps one of the most hated words is ‘paradigm shift’ but Sridhar Ramaswamy, Google’s VP for Advertising & Commerce, …

8 Forms of Negative SEO and How to Combat It

Recently, I talked with someone who is, undoubtedly, what you could call a Black Hat SEO. We were talking about various SEO techniques, and how the techniques used have changed over the years. One comment that they made, though, was pretty interesting to me. The comment was “the new SEO is not working on your own site and making it better. It’s actually making your competitors rank worse then they are.” So, essentially, this person’s view of SEO now is …

What SEO can teach PR and what PR can teach SEO

The impending extinction of public relations due to SEO and the looming death of SEO at the hands of public relations were gripping topics in 2014, no matter which side of the fence you found yourself on. Searches for ‘Is public relations the new SEO?’ and ‘Is SEO the new public relations?’ were roughly parallel at 1.5 to nearly 1.6 million results. All riveting questions, especially since they were premised on intelligent musings and coached in respectful dialogue. Well, most of the time. As a PR person thrown into the deep end …

Google Penguin 3.0 Refresh: What You Should Do Now

Starting on Friday October 17, 2014, Google began refreshing the Google Penguin algorithm update. The previous update was last October (October 2013). It’s been more than a year, and there are plenty of websites that were hit back in 2013. Some of those sites, if they did a proper link cleanup, are now seeing some recovery of Google organic traffic. Officially, Google announced that this is a Google Penguin refresh and could take weeks to complete. It’s not necessarily the …

Google AdWords Ads, Organic Search, and the eBay Search Penalty

Google has always maintained that paying for Google AdWords ads doesn’t have any effect on your organic search engine rankings. They just don’t share the same databases, so there’s no way for Google to know if you paid for AdWords ads and relay that information to the organic search team or its algorithm. I have to say that I agree with them–by mixing the two or allowing those two database to essentially “talk to each other”, there would be serious …