Targeting for success

Keyword targeting and matching in online content is "really important" in terms of creating a successful marketing campaign using either search engine optimisation (SEO) or pay per click, one commentator has suggested.

In a post for Search Engine Watch, Carrie Hill states that marketers need to be careful and educated in order to see a return on investment on their campaign.

In terms of keywords, she notes that it is not possible to make an income bidding on terms that are not either a very close or exact description of what is being sold.

"My first job in search was as an SEO, but I'm a huge fan of targeted, well monitored and researched paid advertising. It's worth the time investment to do it right," Ms Hill urges.

In an earlier Search Engine Watch post, Mark Jackson echoed her comments, saying that in order to be successful at SEO, businesses need to spend time on their campaigns.

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