Different sectors may require alternative search strategies and businesses should make sure to target their audiences with this in mind, one specialist has claimed.
Writing for Search Engine Watch, Kevin Gibbons said this is particularly noticeable in the travel industry, where a number of considerations have to be taken into account.
For example, he noted typical companies will often plan their pay per click marketing budget by splitting it into monthly instalments and advertise equally throughout the year.
However, Mr Gibbons suggested this may not be the best course of action, adding: "You need to manage your budget carefully so that you have more to spend during the summer, particularly at the start of the year when people are planning and booking their trips."
He also advised firms to build relationships with customers and invite online reviews.
Those hoping to boost their search engine optimisation campaigns were recently told by a Yahoo! Search Marketing blog post to examine their own websites in order to formulate a relevant keyword list.
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