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The Art and Science of Search Term Selection

May 2008

More and more marketers are pouring dollars into search, driving competition for top positioning and causing keyword prices to skyrocket. The search terms you choose are critical in reaching potential customers just when they are looking for the products you sell.

This Hitwise report covers the art and science of search term selection using Hitwise Search Intelligence^TM Advanced Tools, allowing marketers like you to:

• Follow a step-by-step guide for planning and researching the stages of search marketing campaigns.

• Develop a strategy and process for improving paid search marketing campaigns and search term selection.

• Analyze search term success, compare terms that drive traffic to competitor websites and understand how consumers are searching for products or services using Hitwise Search Intelligence^TM tools.

Author - Heather Hopkins, Senior Online Market Analyst, Hitwise.