Businesses hoping to make the most of their pay per click services and other online marketing techniques have been offered some advice by one expert.
Writing for Search Engine Watch, Nathan Linnell said social media outlets are the perfect way for brands to communicate with their consumers.
In order to do this successfully, he explained they must focus on audience engagement, even if their ultimate goals are sales, sign-up and increased customer satisfaction.
It is also essential for companies to understand their audience and to do this, Mr Linnell recommended they keep a close eye on metrics such as the number of blog comments people post, how much interaction there is on Facebook and the number of retweets people make.
Meanwhile, the Yahoo! Marketing Blog recently advised that businesses must achieve scope with their keywords if they hope to engage customers and maximise their potential.
To do this, they should address both broad and niche keywords, the search engine noted.
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