Search marketers should rework their content to make it more conversational according to Adam Broitman of Morpheus Media, and I think he’s on to something.
Broitman points out that much of marketing is now a conversation, but search marketers have not incorporated the concept into their keyword purchases. Consumers are getting used to hearing about companies through viral marketing, blogs and interactive ads that enable them to participate. But if you look at the ads used by search marketers, they are still one-sided pitches to “buy, buy, buy.”
Search ads should be more inviting and use language that offers information and participation. Using terms like “vote, learn, compare, or evaluate” in a search ad could boost click through and differentiate your ad.
Broitman also suggests developing RSS feeds around keywords that relevant to your brand, another good idea. It will take some effort to generate content that doesn’t come off as a fake blog, but if done right a feed could considerably raise your natural search ranking.
Posted By John Gartner at 12:36 PM