Search and Content Marketing

The Wikipedia test for content marketing

Copywriters sometimes assume that customers already understand the product – but usually, they don’t. Good content marketing educates the customer. To see the difference...

The emerging challenges for managing brand risk

Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the...

A/B testing your email marketing

As we’ve discussed over the past few months, there are a lot of factors that contribute to the success (or failure) of your...

What is a keyword ontology?

A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and...

What you don’t know about ad fraud can hurt you

Everyone knows about digital ad fraud, but do you know how to protect yourself...

What does your site search mean for your reputation?

Some of you might believe that site search is important to raise your conversion rates and what to make search work. Others might be...

Why every copywriter should understand SEO

For some, search engine optimization (SEO) is a second language, an essential tool in their marketing arsenal. But for others, it’s a...

5 Effective strategies for A/B testing search

What do you really know about your customer’s experience in site search? If you’re getting ready to migrate from one search engine...

Naming brands – the unsubtle (Trump) and the subtle (drug companies)

Most people think “branding” is simply about creating a catchy, memorable name for a product, service, organization, and even people. However, branding is much...