Working as One
Agencies need to throw the old model out the window. Rather than addressing only our own discipline, we need to look at the playing field as a whole. Focusing all efforts in harmony is the only way to properly address the challenges of universal search.
Today's search strategy requires optimization of all of the client's assets, not just their Web site. This means press releases, images, videos, and even brick-and-mortar locations to take full advantage of all that universal search has to offer.
Included in this is the paid search team, not only for the promotional opportunities provided by paid search but also for how they must work in conjunction with feeds management.
Take the new Google feature being tested called the Plus Box. Clients can't take advantage of this new feature without having the paid search team and the feeds management team working together. The paid team needs to ensure the bidding strategy meets the needs of the user, and the feeds management team must provide a feed of the appropriately bid upon terms to Google Base in order to populate the Plus Box. One needs the other to function.
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Official Google Webmaster Central Blog: Handling legitimate cross-domain content duplic... - 0 views
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