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BizReport : Search Marketing : June 08, 2011

Optify release enhances SEO, keyword options

Don't write off search marketing because of difficult keyword buys or because of the hype around video or rich media. Optify has released a new keyword feature which is said to give marketers advanced keyword options for SEO purposes. With the new tools search marketers can see trending keyword reports, track groups of keywords and view competitor keyword selections.

by Kristina Knight

optify.jpg"SEO is a mission critical part of enabling customers to find you, and the rules are always changing," said Brian Goffman, CEO and co-founder of Optify. "These new features are a direct result of customer requirements. New keyword reports will enable our customers to scale out their global and local SEO efforts throughout their company and measure success with industry leading reporting capabilities."

In April more than 16 billion explicit core searches were queried in the US with Google's engine capturing the majority. Google holds a 65% search share, followed by Yahoo with 15% and Microsoft sites with a 14% share according to comScore. Meanwhile, Experian Hitwise reports that Microsoft's Bing engine and the Yahoo engine are more successful in query results - that means that consumers were more likely to click through a Bing or Yahoo result than a Google result.

With the addition of Optify's new tools, search marketers should be able to take better advantage of the trends in the search space. By tracking and analyzing grouped keywords marketers and measure specific areas of a search campaign to make adjustments more quickly. Likewise, knowing how competitors are using keywords may help some brands to better focus their own campaigns. The keyword trending reports, however, will likely have the biggest impact. Seeing how specific keywords are trending throughout the space, through dayparts or even on certain days of the week could have a huge impact on the overall campaign ROI.

Tags: Optify, organic search, paid search, search engines, search marketing, SEO

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