DM News just published their “2008 Essential Guide to Search Engine Marketing,” a 47-page compendium of tips, strategies, and ideas for improving search marketing performance. As I write this, the guide is available free online as a PDF download. Topics include: the interaction between organic and paid search, testing strategies for ad creative, the wisdom of bidding on company trademarks, the role of Web analytics, using blogs for improved SEO, and more.
Included is an article I wrote on “Six Benchmarks for the Perfect Search Campaign,” an excerpt from the CDI white paper: “Top 10 B2B Paid Search Mistakes: Why Your Google Campaign Isn’t Working And What To Do About It.”